Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

1515 Public Relations: The Credibility Builder

Key Points: What is public relations, and how does it relate to IMC? Why is corporate communication important to IMC

programs? What are the strengths and limitations of marketing public

relations (MPR)?

Chapter Fifteen

ChapterChapter

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter Perspective

The Relationship Angle

Public relations is the management of relationships between a company and its various publics or stakeholders.

In the brand decision process, public relations messages are particularly useful in:

Announcing new products Helping prospects and customers find information Establishing credibility for the brand.

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The Practice of Public Relations

Public relations seeks to affect both public opinion and the opinion of specific stakeholders.

Its objective is to create goodwill and understanding between an organization and its stakeholders.

It is often called Corporate Communications.

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Marketing versus PR/Corporate Communications

Marketing is generally responsible for managing the image of particular product brands.

Public relations programs are generally responsible for managing corporate image. Corporate communication executives and the PR

agencies that advise them are focused on maintaining the corporate brand and reputation.

Another focus is on opinion and issues management.

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Types of Public Relations/Corporate Communications

Table 15-2, p.534

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PR Firm, Barkley Evergreen & Partners

Exhibit 15-4, p.535

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Corporate Advertising

Public relations uses two different kinds of advertising:

Public service announcements Corporate advertising

Corporate advertising can have a number of purposes:

Corporate identity Advocacy Social issue

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Anheuser-Busch

Exhibit 15-6, p.539

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Hill and Knowlton

Exhibit 15-7, p.541

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Corporate Image and Reputation

An image can be created.

A reputation must be earned.

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Johnson & Johnson

Exhibit 15-8, p.542

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Marketing Public Relations

Marketing public relations (MPR) is just one function of public relations.

It is a combination of PR and Marketing.

MPR is used to: Build brand credibility Make product announcements Reach hard-to-reach target audiences

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Marketing Public Relations

MPR complements brand message strategy by:

1) Delivering specifically targeted messages to niche demographics, psychographic, ethnic, or regional audiences

2) Influencing the influentials, opinion leaders, or trendsetters

3) Increasing the involvement of customers and other stakeholders through special events

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Press Kit

Exhibit 15-2, 15-3, p.532

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Limitations of MPR

MPR has several limitations: Marketers have less control over brand publicity because

messages are filtered through media gatekeepers Like advertising, the impact of brand publicity is difficult

to quantify in terms of its effect on attitudes and opinions More difficult for publicity programs to create a

frequency of mention in the same media vehicle Public relations as an industry has a credibility problem

with its own image