Download - Public Relations, Publicity, and Corporate Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Public Relations, Publicity, and Corporate AdvertisingPublic Relations, Publicity, and Corporate Advertising

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A management functionA management function

evaluates public attitudesevaluates public attitudeswhichwhich

identifies the policies and proceduresidentifies the policies and proceduresandand

an organization with the public interestan organization with the public interestofof

executes a program of action (and communication)executes a program of action (and communication)andand executes a program of action (and communication)executes a program of action (and communication)

an organization with the public interestan organization with the public interest

identifies the policies and proceduresidentifies the policies and procedures

evaluates public attitudesevaluates public attitudes

A management functionA management function

1. Public Relations Defined


CustomersCustomers

EmployeesEmployees

InvestorsInvestors

GovernmentGovernmentSuppliersSuppliersSuppliersSuppliers

EmployeesEmployees

GovernmentGovernment

InvestorsInvestors

CustomersCustomers

2. Traditional PR Perspective


Public Relations

Department

Public Relations

Department

3. Integration of PR into the IMC Process


MarketingDepartment

PublicRelations

SeparateSeparate

MarketingDepartment

PublicRelations

CoordinatedCoordinated

MarketingDepartment

PublicRelations

IntegratedIntegrated

4. Marketing Public Relations (MPR) Functions


Building marketplace excitement before media advertising breaksBuilding marketplace excitement before media advertising breaks

Creating advertising news where there is no product newsCreating advertising news where there is no product news

Introducing a product with little or no advertisingIntroducing a product with little or no advertising

Providing a value-added customer serviceProviding a value-added customer service

Building brand-to-customer bondsBuilding brand-to-customer bonds

Influencing influentials, providing information to opinion leadersInfluencing influentials, providing information to opinion leaders

Improving ROI Improving ROI

Defending products at risk, giving consumers a reason to buyDefending products at risk, giving consumers a reason to buy

Building marketplace excitement before media advertising breaksBuilding marketplace excitement before media advertising breaks

Creating advertising news where there is no product newsCreating advertising news where there is no product news

Introducing a product with little or no advertisingIntroducing a product with little or no advertising

Providing a value-added customer serviceProviding a value-added customer service

Building brand-to-customer bondsBuilding brand-to-customer bonds

Influencing influentials, providing information to opinion leadersInfluencing influentials, providing information to opinion leaders

Improving ROI Improving ROI

5. The process of PR


Measuring Program EffectivenessMeasuring Program Effectiveness

Developing and Executing a PR ProgramDeveloping and Executing a PR Program

Establishing a PR PlanEstablishing a PR Plan

Determining and Evaluating Public AttitudesDetermining and Evaluating Public Attitudes



Provides input for the planning processProvides input for

the planning processServes as an “early

warning system”Serves as an “early

warning system”

Secures internal cooperation, support




Serves as an “early warning system”

Serves as an “early warning system”

Provides input for the planning processProvides input for

the planning process

Research on Public Attitudes


Increases communications

effectiveness

Increases communications

effectiveness

10 Questions for Evaluating Public Relations Plans


1. Does the plan reflect a thorough understanding of the company’s business situation?

2. Has the PR program made good use of research and background sources?

3. Does the plan include full analysis of recent editorial coverage?

4. Do the PR people fully understand the product’s strengths and weaknesses?

5. Does the PR program describe several cogent, relevant conclusions from the research?

10 Questions for Evaluating Public Relations Plans


6. Are the program objectives specific and measurable?

7. Does the program clearly describe what the PR activity will be and how it will benefit the company?

8. Does the program describe how its results will be measured?

9. Do the research, objectives, activities, and evaluations tie together?

10. Has the PR department communicated with marketing throughout the development of the program?

Determining Public Relations Audiences


The MediaThe Media

GovernmentsGovernments

Financial GroupsFinancial GroupsThe MediaThe Media

GovernmentsGovernments

External or IndependentExternal or Independent

EducatorsEducators

Civic and Business Organizations


EducatorsEducators



Customers and Clients


Employees of the Firm


Vendors and Suppliers


Community Members

Community Members

Stockholders and Investors










Community Members

Community Members

Internal or AssociatedInternal or Associated

Implementing the PR Program


Press Releases

Press Releases

Community Involvement Community Involvement

Press Conferences

Press Conferences

ExclusivesExclusives

Interviews Interviews

The Internet The Internet

PR ToolsPR Tools

Press Releases

Press Releases

Community Involvement Community Involvement

Press Conferences

Press Conferences

ExclusivesExclusives The Internet The Internet

Positive articles over

time


time

Negative articles over

time


time


time


time


time


time

Over timeOver timeOn the target

audience

On the target

audience

On specific target

audiences

On specific target

audiences

SubjectSubject Publica-tion

Publica-tion ReporterReporter Target

audienceTarget

audience

Over timeOver timeOn the target

audience

On the target

audience

On specific target

audiences

On specific target

audiences

SubjectSubject Publica-tion

Publica-tion ReporterReporter

Criteria for Measuring PR Effectiveness


Percentage of positive and

negative articles by . . .

Percentage of positive and

negative articles by . . .

Ratio of positive to negative

articles

Ratio of positive to negative

articles

Percentage of . . Percentage of . .

Total number of impressions . . .Total number of impressions . . .

CredibilityCredibility

Lead Generation

Lead Generation

Cost SavingsCost Savings

Avoidance of Clutter


Image Building Image Building

SelectivitySelectivitySelectivitySelectivity

Lead Generation

Lead Generation



Cost SavingsCost Savings

CredibilityCredibility

6. Advantages of Public Relations


PRProvides

PRProvides

May Be Out of the Marketer’s ControlMay Be Out of the Marketer’s Control

Part of the PR ProcessPart of the PR Process

The Generation of News About a Person, Product, or Service That Appears in the Media


Part of the PR ProcessPart of the PR Process



7. Publicity


Inaccuracy, omission, or distortion may

result

Inaccuracy, omission, or distortion may

result

Timing difficult or impossible to control

Timing difficult or impossible to controlSubstantial credibilitySubstantial credibility

News valueNews value

Significant word-of-mouth


Perception of endorsement by

media


media

Advantages and Disadvantages of Publicity


AdvantagesAdvantages DisadvantagesDisadvantages

Timing difficult or impossible to control

Timing difficult or impossible to controlSubstantial credibilitySubstantial credibility

News valueNews value




media


media

8. Corporate Advertising


An extension of the PR function


Does not promote a specific product or service






Corporate advertising Is a waste of money


Consumers aren’t interested in this

form of advertising


form of advertising

The firm’s finances or image must be in

trouble


trouble

This is a costly form of corporate self-

indulgence

This is a costly form of corporate self-

indulgence

Why Is Corporate Advertising Controversial?


Claims of Opponents to

Corporate Advertising

Claims of Opponents to

Corporate Advertising




form of advertising


form of advertising


trouble


trouble

Create a positive image for the

firm


firm

Smooth labor relations


Communicate the

organization’s viewpoint

Communicate the


Boost employee morale


Establish diversified company’s

identity

Establish diversified company’s

identity

Help newly deregulated industries








Communicate the


Communicate the



firm


firm

Objectives of Corporate Advertising


ObjectivesObjectives

Positioning AdsPositioning Ads

SponsorshipSponsorship

RecruitmentRecruitment

General Image AdsGeneral Image AdsGeneral Image AdsGeneral Image Ads

Positioning AdsPositioning Ads

SponsorshipSponsorship

RecruitmentRecruitment

Types of Corporate Advertising


Image Advertising

Image Advertising

Event Sponsorship

Event Sponsorship

Advocacy AdvertisingAdvocacy

Advertising

Cause-related Advertising

Cause-related Advertising

SportingEvents

SportingEvents

Music, Entertainment


CausesCauses FestivalsFestivals

Cultural EventsCultural Events

SportingEvents

SportingEvents



CausesCauses FestivalsFestivals

Cultural EventsCultural Events

Event Sponsorship


Corporate SponsorCorporate Sponsor

Advocacy Advertising


Advocacy advertising:is the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the interests of the sponsor.

Advocacy advertising:is the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the interests of the sponsor.

An American Gas Association Advocacy Ad


Cause Related Marketing


Cause related marketing:is a form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors.

Cause related marketing:is a form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors.

Relating to Stock PricesRelating to Stock Prices

Attitude SurveysAttitude Surveys

Relating to Stock PricesRelating to Stock Prices

Attitude SurveysAttitude Surveys

Measuring Corporate Advertising Effectiveness


Focus Group ResearchFocus Group Research

Effective?Effective?

Download - Public Relations, Publicity, and Corporate Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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