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    "Everything you do or say is public

    relations.“   -Unknown

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    “A good PR story is infinitely more effective 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

    Public Relations

    Departent

    Public Relations

    Departent

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

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

    $ar%eting &epartment

    Public Relations

    &eparate&eparate

    $ar%eting &epartment

    Public Relations

    %oordinated%oordinated

    $ar%eting &epartment

    Public Relations

    "nte#rated"nte#rated

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

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

    '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 valueadded customer serviceProviding a valueadded customer service

    'uilding brandtocustomer bonds'uilding brandtocustomer 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 valueadded customer serviceProviding a valueadded customer service

    'uilding brandtocustomer bonds'uilding brandtocustomer 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 

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

    $easuring Program ffectiveness$easuring Program ffectiveness

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

    stablishing a PR Planstablishing a PR Plan

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

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

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

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    Provides input for the planning process

    Provides input for the planning process

    #erves as an *early warning system+ 

    #erves as an *early warning system+ 

    #ecures internal cooperation, support

    #ecures internal cooperation, support

    #ecures internal cooperation, support

    #ecures internal cooperation, support

    #erves as an *early warning system+ 

    #erves as an *early warning system+ 

    Provides input for the planning process

    Provides input for the planning process

    Research on Public Attitudes

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

    !ncreases communications

    effectiveness

    !ncreases communications

    effectiveness

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    +. The process of PR 

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

    $easuring Program ffectiveness$easuring Program ffectiveness

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

    stablishing a PR Planstablishing a PR Plan

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

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

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

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    1, uestions for valuatin# Public Relations Plans

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

    - &oes the plan reflect a thorough understanding of the company.s business situation/

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

    2- &oes the plan include full analysis of recent 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 the research/

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    1, uestions for valuatin# Public Relations Plans

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

    5- Are the program ob6ectives specific and measurable/

    7- &oes the program clearly describe what

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

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

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

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

    with mar%eting throughout the development of the program/

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    +. The process of PR 

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

    $easuring Program ffectiveness$easuring Program ffectiveness

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

    stablishing a PR Plan stablishing a PR Plan

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

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

    stablishing a PR Plan stablishing a PR Plan

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

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    "pleentin# the PR Pro#ra

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

     Press Releases  PressReleases

     Community !nvolvement

     Community !nvolvement

    Press Conferences 

    Press Conferences 

    xclusivesxclusives

     !nterviews!nterviews

     ;he !nternet;he !nternet

    PR ToolsPR Tools

     Press Releases  PressReleases

     Community !nvolvement

     Community !nvolvement

    Press Conferences 

    Press Conferences 

    xclusivesxclusives;he !nternet;he !nternet

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    +. The process of PR 

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

    $easuring Program ffectiveness$easuring Program ffectiveness

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

    stablishing a PR Plan stablishing a PR Plan

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

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

    stablishing a PR Plan stablishing a PR Plan

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

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    Positive articles over

    time

    Positive articles over

    time

    >egative articles over

    time

    >egative articles over

    time

    >egative articles over

    time

    >egative articles over

    time

    Positive articles over

    time

    Positive articles over

    time

    ver

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