public relations,publicity and advertising

8/18/2019 public relations,publicity and advertising

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"Everything you do or say is public

relations.“ -Unknown


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“A good PR story is infinitely moreeffective than a front page ad”

–Richard Branson


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Customers

Customers

mployees

mployees

!nvestors

!nvestors

"overnment

"overnment#uppliers

#uppliers

#uppliers

#uppliers

mployees

mployees

"overnment

"overnment

!nvestors

!nvestors

Customers

Customers

2. Traditional PR Perspective

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

PublicRelations

Departent

PublicRelations

Departent


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!. "nte#ration of PR into the "$% Process


$ar%eting&epartment

PublicRelations

&eparate&eparate

$ar%eting&epartment

PublicRelations

%oordinated%oordinated

$ar%eting&epartment

PublicRelations

"nte#rated"nte#rated


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'. $arketin# Public Relations ($PR) *unctions


'uilding mar%etplace excitement before media advertising brea%s'uilding mar%etplace excitement before media advertising brea%s

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

!ntroducing a product with little or no advertising!ntroducing a product with little or no advertising

Providing a valueadded customer serviceProviding a valueadded customer service

'uilding brandtocustomer bonds'uilding brandtocustomer bonds

!nfluencing influentials, providing information to opinion leaders!nfluencing influentials, providing information to opinion leaders

!mproving R!!mproving R!

&efending products at ris%, giving consumers a reason to buy&efending products at ris%, giving consumers a reason to buy

'uilding mar%etplace excitement before media advertising brea%s'uilding mar%etplace excitement before media advertising brea%s

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

!ntroducing a product with little or no advertising!ntroducing a product with little or no advertising

Providing a valueadded customer serviceProviding a valueadded customer service

'uilding brandtocustomer bonds'uilding brandtocustomer bonds

!nfluencing influentials, providing information to opinion leaders!nfluencing influentials, providing information to opinion leaders

!mproving R!!mproving R!


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+. The process of PR


$easuring Program ffectiveness$easuring Program ffectiveness

&eveloping and xecuting a PR Program&eveloping and xecuting a PR Program

stablishing a PR Planstablishing a PR Plan

&etermining and valuating Public Attitudes&etermining and valuating Public Attitudes




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Provides input forthe planning process


#erves as an *earlywarning system+


#ecures internalcooperation, support








Research on Public Attitudes


!ncreasescommunications

effectiveness

!ncreasescommunications

effectiveness


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1, uestions for valuatin#Public Relations Plans


- &oes the plan reflect a thoroughunderstanding of the company.s businesssituation/

0- 1as the PR program made good use ofresearch and bac%ground sources/

2- &oes the plan include full analysis ofrecent editorial coverage/

3- &o the PR people fully understand the

product.s strengths and wea%nesses/4- &oes the PR program describe several

cogent, relevant conclusions from theresearch/


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1, uestions for valuatin#Public Relations Plans


5- Are the program ob6ectives specific andmeasurable/

7- &oes the program clearly describe what

the PR activity will be and how it willbenefit the company/

8- &oes the program describe how its resultswill be measured/

9- &o the research, ob6ectives, activities, and

evaluations tie together/:-1as the PR department communicated

with mar%eting throughout thedevelopment of the program/


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"pleentin# the PR Pro#ra


PressReleases PressReleases

Community!nvolvement


PressConferences

PressConferences

xclusivesxclusives

!nterviews!nterviews

;he !nternet;he !nternet

PR ToolsPR Tools

PressReleases PressReleases



PressConferences

PressConferences

xclusivesxclusives;he !nternet;he !nternet


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Positivearticles over

time


time

>egativearticles over

time


time


time


time


time


time

ver timever time

n the

targetaudience

n the

targetaudience

n specific

targetaudiences

n specific

targetaudiences

#ub6ect#ub6ectPublica

tionPublica

tion ReporterReporter ;arget

audience

;argetaudience

ver timever time

n the

targetaudience

n the

targetaudience

n specific

targetaudiences

n specific

targetaudiences

#ub6ect#ub6ectPublica

tionPublica

tion ReporterReporter

Criteria for $easuring PR ffectiveness


Percentage ofpositive and

negative articlesby - - -

Percentage ofpositive and

negative articlesby - - -

Ratio of positiveto negative

articles

Ratio of positiveto negative

articles

Percentage of - -Percentage of - -

;otal number ofimpressions - - -;otal number ofimpressions - - -


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CredibilityCredibility

?ead"eneration

?ead"eneration

Cost #avingsCost #avings

Avoidance ofClutter

Avoidance of

Clutter

!mage'uilding

!mage'uilding

#electivity#electivity#electivity#electivity

?ead"eneration

?ead"eneration

Avoidance ofClutter

Avoidance of

Clutter

Cost #avingsCost #avings

CredibilityCredibility

. 0dvanta#es of Public Relations


PR Provides

PR Provides


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$ay 'e ut of the $ar%eter.s Control$ay 'e ut of the $ar%eter.s Control

Part of the PR ProcessPart of the PR Process

;he "eneration of >ews About a Person,Product, or #ervice ;hat Appears in the $edia


Part of the PR ProcessPart of the PR Process



. Publicit3



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!naccuracy, omission,or distortion may

result

!naccuracy, omission,or distortion may

result

;iming difficult orimpossible to control;iming difficult or

impossible to control#ubstantial credibility#ubstantial credibility

>ews value>ews value

#ignificant wordof

mouth

#ignificant wordof

mouth

Perception ofendorsement by

media


media

Advantages and &isadvantages of Publicity


0dvanta#es0dvanta#es Disadvanta#esDisadvanta#es

;iming difficult orimpossible to control;iming difficult or

impossible to control#ubstantial credibility#ubstantial credibility

>ews value>ews value

#ignificant wordof

mouth

#ignificant wordof

mouth


media


media


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Corporate Advertising

Corporate advertising promotes company as an entityrather than single out any product or service-Corporate advertising is specially designed to promotethe company as a whole in order to enhance itscorporate image and position the companyas distinct from competitors-


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b6ectives

a- to build company image, reputation and

corporate brand awareness among publics-0- ;o communicate company.s views on socialcauses, environmental issues, or businesspractices etc- to represent its


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4. %orporate 0dvertisin#


An extension of the PRfunction


&oes not promote a specificproduct or service







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Corporateadvertising !s awaste of money


Consumers aren.tinterested in this

form of advertising

Consumers aren.tinterested in thisform of advertising

;he firm.s financesor image must be in

trouble


trouble

;his is a costly formof corporate self

indulgence

;his is a costly formof corporate self

indulgence

5h3 "s %orporate 0dvertisin# %ontroversial6


%lais of7pponents to

%orporate0dvertisin#

%lais of7pponents to

%orporate0dvertisin#






trouble


trouble


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Positioning AdsPositioning Ads

#ponsorship#ponsorship

RecruitmentRecruitment

"eneral !mage Ads"eneral !mage Ads"eneral !mage Ads"eneral !mage Ads

Positioning AdsPositioning Ads

#ponsorship#ponsorship

RecruitmentRecruitment

T3pes of %orporate 0dvertisin#


!mageAdvertising

!mageAdvertising

vent

#ponsorship

vent

#ponsorship

AdvocacyAdvertising

AdvocacyAdvertising

CauserelatedAdvertising

CauserelatedAdvertising


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#portingvents

#portingvents

$usic,ntertainment

$usic,ntertainment

CausesCauses


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Advocacy Advertising


Advocacy advertising:

is the propagation of ideas andelucidation of controversial socialissues of public importance in amanner that supports the

interests of the sponsor-

Advocacy advertising:

is the propagation of ideas andelucidation of controversial socialissues of public importance in amanner that supports the

interests of the sponsor-


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An American "as Association Advocacy Ad


l d %


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Cause Related $ar%eting


Cause related marketing:is a form of mar%eting wherebycompanies lin% with charities ornonprofit organizations ascontributing sponsors-

Cause related marketing:is a form of mar%eting whereby

companies lin% with charities ornonprofit organizations ascontributing sponsors-


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Relating to #toc% PricesRelating to #toc% Prices

Attitude #urveysAttitude #urveys

Relating to #toc% PricesRelating to #toc% Prices

Attitude #urveysAttitude #urveys

$easuring Corporate Advertising ffectiveness



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xamples of direct mar%etingcompanies

- Amway has a presence in 88 countries

with a turnover of E5-4 billion through directmar%eting-0- Avon, a beauty !con, is the >umber 'eauty &irect #eller in the orld-


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&irect $ar%eting mix

"!irect arketing is evolving every day# in some cases, itseems that $e have come full circle. A fe$ years ago,there $as the rush to telemarketing, and then came therush to the %nternet. &o$ marketers are starting tounderstand that all of these ' telephone, mail, internet, e'mail, so'called ne$ media ' are simply alternativechannels that enable direct contact $ith a customer."

– 0udre3 Price-Di/: %hairan: 0sse#ai 0wards


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hy direct mar%eting/

a- &ynamic customer profileb-


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&irect $ar%eting

Direct $arketin# $edia ;ehicles includethe followin#9


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*ocus of direct arketin#

Data base and relationship arketin# (e-g &elland tupperware)

?atest developments in &'$# and order fulfilment

have made direct mar%eting activities easier andcosteffective-

;he advancement in technology has providedbetter infrastructure for direct mar%eting-

!t has encouraged more players from acrossvarious industries to communicate and distributeproducts through the direct mar%eting route-nuerate the advanta#e of both........


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&ata &ev process


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&irect $ar%eting Compaign Process


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$ass media@ ;ools for direct mar%eting


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=arious direct mar%eting tools in digitalmedia


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Alternative media


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Fuestions@

hat is direct mar%eting/ Please give xamples-

hy direct mar%eting/=arious media used in direct mar%etinghat are the various digital media being used fordirect mar%eting-


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;han% Bou

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