chapter 16: public relations, event marketing, and sponsorships copyright © 2010 pearson education...

Chapter 16: Public Relations, Event Marketing, and Sponsorships

Copyright © 2010 Pearson Education Canada

Public Relations

1

Activity undertaken to influence the attitudes, opinions, and behaviours of various publics.

Internal Publics• Employees• Distributors• Suppliers• Shareholders

External Publics• Customers• Media• Governments•Community Groups



The Roles of Public Relations

2

PR makes a positive contribution to the well-being of an organization.

Corporate Communications

Reputation Management

Community Relations and Social Responsibility



The Roles of Public Relations

3

Buzz Marketing

Public Affairs and Lobbying

Media Relations

Fundraising



Corporate Communications

4

A company has to create, build and protect its image. PR plays a key role.

Issue Management

Corporate Advertising

Advocacy Advertising

An organization communicates where it stands on important issues

Messages that create goodwill or show social responsibility

An organization communicates support for an issue of public interest


Issue Management

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Advocacy Advertising


Advocacy advertisements are not trying to sell us a product. They are trying to sell us an idea, to teach us about responsible behaviour or try to get us to think about issues.




7

Reputation Management plays a role when an organization faces a crisis.

Consumers and consumer groups challenge inappropriate corporate behaviour.

Corporate links to celebrity endorsers has a negative impact on image.

Executives must be ready with an action plan to remedy any situation that arises.



• reputation management involves understanding an individual's or organization's reputation and taking action to have a positive impact on their reputation. It has real, tangible value that can be measured


• Reputation management is often used to prevent or recover from crisis.



Publicity

9

“ A company or brand presence in the media; the outcome of good PR.

Newsworthy information should be presented to the media:

New product launches A discovery Securing a major contract (new jobs) Achieving significant goals Social responsibility achievements



Buzz Marketing

10

“Activities that encourage personal recommendations for a branded product.” The activities present word-of-mouth opportunities.

ProductSeeding

Placing a new product with a group of trendsetters who in turn influence others to purchase. Trendsetters “chat up” the brand.

Seeding creates “buzz.” A celebrity using the product in public does the same.



Community Relations / Social Responsibility

11

CommunityRelations

SocialResponsibility

Providing resources to support the community generates goodwill for the company.

Using strategic philanthropy to support opportunities that benefit society and the company.



Public Affairs

12

LobbyingA practice that influences policy decisions of governments.

Organizations lobby governments to sway policy in favour of their best interests.



Media Relations

13

A good relationship with the media usually produces positive information being communicated about an organization.

Relationships with the media are built on:

Respect Honesty Accuracy (of information) Professionalism



Tools of the Trade

14

Some communications tools are used routinely while others are used periodically.

Press Release Press Conference Web sites Blogs Publication Posters and Displays



Event Marketing

15

Event Marketing:

An integrated communication plan behind an event theme; the event is planned and promoted by an organization (e.g., a sports event, festival, or theatre production, etc.).

Sponsorship:

Financial support of an event in return for advertising privileges.



Primary Types of Sponsorship

16

Sports

Entertainment

Arts / Culture

The Canadian sponsorship market is $1.4 billion annually. Sports attracts anywhere from 60% to 70% of the revenue.



Event Sponsorship Strategies

17

An organization can invest a lot or a little. The benefits are the same but on a different level.

• Global•International• National• Regional• Local

Companies like Coca-Cola and McDonald’s sponsor global events and local events. The costs are very different but the benefits are the same.



Sports Sponsorship

18

From amateur to professional, and from grassroots to global, sports sponsorships are attractive.

Ambushers pop up at events. An ambusher is a non-sponsor giving a false impression they are a sponsor.

What does Tim Horton’s sponsor?



Venue Marketing

19

A corporate name on a building gets the company media exposure.

• GM Place• Pengrowth Saddledome• Scotiabank Place• Air Canada Centre• Bell Centre• Rogers Centre• BMO Field

Exposure Opportunities:

News Reports Live TV coverage Ads for games Sports Highlights Word-of-Mouth



Entertainment Sponsorships

20

Embraces music concerts and festivals, film festivals and comedy festivals.

MontrealInternational Jazz Festival

Official sponsors:• GM Canada• RioTintoAlcan• Bell• Loto-Quebec• Canada Trust• SAQ• Samsung• Best Buy• Heineken• CBC – Radio-Canada



Arts & Culture Sponsorships

21

Embraces dance, literature, sculpture, painting and live theatre.

Shaw FestivalPresented by HSBC Bank“The world’s local bank.”

Theatre specializing in plays by George Bernard Shaw.

Canon Theatre (Toronto)

Venue marketing hits live theatres.



Event Marketing Strategies

22

Event and sponsorship participation must fit with overall marketing strategy and meet certain criteria:

Exclusivity Compliments other marketing activities Targeting capability Desirable image Long-term benefits

chapter 16: public relations, event marketing, and sponsorships copyright © 2010 pearson education...

Documents

event marketing

roles of public relations

sponsorships copyright

issue of public

buzz marketing public

social responsibility

organizations reputation

corporate links