Public Relations & IMC

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What is Public Relations?

• Public relations is a fundamental communications discipline covering a wide range of functions that helps an organization connect with the people it touches.

• Generates goodwill

• Publics

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Public Relations• Public opinion (e.g., impact on environment,

worker’s rights, how it deals with employees)

– Ex: NFL Ram’s players

• Reputation: goodwill, trust, and integrity

– Domino’s employee prank video

• Important principle to remember:

– PR is the conscience of the company w/the objective of creating trust and maintaining integrity

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You’re at the grocery store picking up a box of penne and as you reach for the blue Barilla box, you remember that the company’s chairman, Guido Barilla, told an Italian radio show last year, “I would never do [a commercial] with a homosexual family. . . . If [gay people] don’t like it, they won’t eat it and they will eat another brand.” 7

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Comparing Public Relations and Advertising

• Advertising

• Public relations

1. Media use

2. Publicity

3. Control

4. Credibility

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According to 2011 FBI figures, El Paso, population 660,000, has been America's safest big city for the past three years.

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Word relations in Public Relations: Relations w/Various Stakeholders

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Key Publics

1. Media relations

2. Employee relations

3. Financial relations

4. Public affairs

5. Recruitment

6. Fundraising

7. Cause marketing

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Public Relations Tools

Advertising tools

1. House ads

2. Public service announcements

3. Corporate advertising (BP commercial)

Publicity tools

1. News releases/VNRs

2. Pitch letters

3. Press conferences

4. Media tours17

Public Relations Tools

5. DVDs, CDs, Podcasts, Books, and Online Videos

6. Speakers and Photos

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Integrated Marketing Communication (IMC)

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IMC is the coordination of the promotional mix elements (advertising, public relations, sales promotion, personal selling, direct marketing, and online marketing/social media) with each other such that all elements speak with one voice.

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Jovante's death spurred Woods to form a foundation in his honor. Woods' newfound fame has helped him shine a spotlight on asthma, which hits Valley residents extremely hard because of our unhealthy air.

Some of the proceeds from cold cuts T-shirts go to the Jovante Woods Foundation, which has already raised over $70,000 for Cincinnati-area children. The ad has helped immensely, and more spots are in the works.

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Promotional Mix Elements

1. Advertising

2. PR

3. Sales promotion

4. Direct marketing

5. Online marketing

6. Social media

7. Event Marketing and Sponsorships

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Key IMC Features

• Begin with the Customer or Prospect

• Use Any Form of Relevant Contact

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Key IMC Features

• Speak with a Single Voice

• Build Relationships Rather Than Engage in Flings

• Don’t Lose Focus of the Ultimate Objective: Affect Behavior

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IMC Campaign Plan

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