PR in IMC Campaigns

Building relationships

Objectives (K, A, B):

Get people aware/to

know about something

Create positive

attitudes

Do something

(behavior) that will

contribute to company

goals

How?

Media Relations Publicity

Credibility

Interactivity w/ target audiences Special events (e.g. trade shows, concerts ...)

“Buzz” / viral Consumer Generated Media (CGM) (e.g. YouTube)

Social networking (e.g. Facebook)

Media Relations

B2B (business to business) Trade / industry / specialized media

B2C (business to consumer) Mainstream

Print, broadcast, Web (e.g. CMT.org)

ID through media directories

e.g. Bacon’s, Burrelle’s, Vocus, SRDS ... Google, Yahoo, newstands ...

Media relations

Make it easy for media What’s the “hook” in news or feature

release or pitch? TIPCUP (Timely info, has Impact on people,

involves someone Prominent, involves Conflict, is Unusual/Unique, involves Proximity/local action)

What’s the background / context? Media kit

Backgrounder Bio Photos/graphics /logo Fact sheet Timeline

Interactivity

Special events (e.g. CD launch party) Good for publicity and relationships

Pre-event publicity (controlled & uncontrolled media)

Media alerts / releasesChalk / posters / fliersSocial networking / FacebookWeb

Post-event publicityPNRs Web site (photos, blog, podcast)

Need a special event plan

Objectives Key message points SWAG / promotional giveaways Celebrity? Capture names / interest of

participants for future correspondence Consider CSR (corporate social

responsibility)/ outreach

Other ways to involve ...

Contests Give Value

Web downloads Newsletter / email / text alerts

PR IMC examples

Starkist Tuna declining sales brought back Charlie

Used nostalgiaGained lots of media publicity

NewsSpecial events (lunch giveaways)Outreach to Jewish community (giveaways)

Potato Board campaign (see handout)

Other Communication Strategies

Consistent Theme / Brand Use emotional & logical appeals Incorporate homophily (similarity w/

audience) Positive messages that are

meaningful memorable understandable believable

testimonials endorsement / partnerships