SZ395U

Public Relations

Workshop 7 & 8

PR Publics – Internal and External

Integrated Marketing Communications

Outline

Role of PR in Organisations

PR Activities

PR Publics

Stakeholders vs Influencers

Marketing Communications

Linear Models of Communication

PR in the wider communications mix

Credibility

Benefits of PR

PR Tools

Role of PR in Organisations

Relationship Management

Trust Management

Goodwill Management

Dissemination of information

The contribution to the image of an organisation using a ‘soft sell’ approach (Copley, 2004)

A positive image to retain existing clients and attract new ones.

Role of PR in Organisations

Image Management

Egan (2007)

Identify Key Publics

Survey Ideal Image &

Reputation

Communications Audit

Gap Analysis

Identify Factors To Close Gaps

Form An Image Management Team

Implement Change

Monitor and Review

Role of PR in Organisations

PR Transfer Process

Jefkins (1994) in Egan (2007)

Hostility

Prejudice

Apathy

Ignorance

Empathy

Sympathy

Acceptance

Interest

Knowledge / Perspective

Understanding

PR Activities

Media Relations

Advertising (corporate)

Direct Mail (corporate e.g. annual reports, external newsletters)

Exhibitions and Conferences

Community Relations (sponsorship, donations, facility tours)

Special Events (AGM’s)

Customer Relations

Internal Communications

Corporate Identity

Sponsorship

Lobbying

Research

Crisis Management

Liaison (internal and external)

Financial Relations

PR Publics

Publics - those people, internal and external to the organisation, with whom the organisation communicates (Jefkin & Yadin, 1998 in Egan 2007)

Customers

The community (the organisations neighbours)

Existing and potential employees

Suppliers and Distributors

Shareholders

Financial Markets

Media

Opinion formers and leaders

Government and other legislators

Pressure Groups

Trade Unions

Center & Jackson, 2003

Primary Publics - those who can or cannot do what you want or need done

Intervening Publics - specific groups who carry a message to the primary publics (opinion leaders / formers)

Special Publics

‘inward special publics’ where the primary objective is to service your own members (e.g. trade associations)

‘outward special publics’ servicing people rather than organisations (e.g. charities)

in Baines et al (2004)

Stakeholders vs Influencers

Stakeholders - those with a vested interest (normally financial) in the success or failure of a venture

customers, suppliers, employees, shareholders, community

Influencers - those who have some influence and/or power over the decision making of others

Stakeholder Mapping

Johnson & Scholes (1999)

Low High

Minimal Effort

Keep Satisfied

Keep Informed

Key Players

Low

High

Level of Interest

Power

Marketing Communications

Marketing communications is a management process through which an organisation enters into a dialogue with its various audiences.

The objective of the process is to (re)position the organisation and/or its products and services, in the minds of members of the target market, by influencing their perception and understanding. The goal is to generate attitudinal and behavioural responses.

• Differentiate• Remind (or reassure)• Inform• Persuade

Fill, C (2002)

Integrated Marketing Communications

A concept under which a company integrates and co-ordinates its many communications channels to deliver a clear and consistent message about the organisation and its products

(Pickton and Broderick, 2005, pg3)

Manages customer relationshipsDrives brand valueSingle voiceDelivers a clear, consistent and compelling messageStrategic choice of communications elementsPotential customers, clients and other stakeholdersTransferability

Where Does PR Sit In The Wider Communications Mix ?

Direct Marketing

Sales Promotions

Personal Selling

Public Relations

Advertising

Question

What is the key difference between PR and advertising?

Advertising says : “I’m good”

PR says : “I hear you’re good”

The Advertising and PR Overlap

Pickton & Broderick (2005),pg 17

One of the Great Debates

Advertising vs Public Relations

Advertising messages are regarded to be biased and one-sided - their only intent is to sell

No matter how creative the advertising might be or how appropriate the message might be transmitted, it will never have the same impact as public relations since consumers are sophisticated enough to see through its deceptive nature

Public relations is recognised as a communication tool with a high degree of credibility and believability

“what others say about your brand is so much more powerful than what you can say about yourself. That’s why (…) public relations has eclipsed advertising (…)”. As consumers believe it to be unbiased it is therefore more able to create positive attitudes and reduce negative ones

Linear Models Of Communication

Sender Receiver

SenderReceiver

Receiver

Receiver

Receiver

Influencer

Integrating PR In To The Promotional Mix

Marketing objectives that can be aided by PR activities include :

- Raising awareness- Informing and educating- Gaining understanding- Building trust- Giving consumers a reason to buy- Creating a favourable corporate image

Credibility, Attractiveness and Power

Kelman (1961) believed that a sources characteristics are made up by source credibility, source attractiveness and source power.

Aaker and Myers (1982) identified the ways in which sources can influence communications effectiveness.

According to Assael (1995), a consumer will accept information from what they deem to be a credible source.

Source Credibility

Believability

The extent that receivers perceive the source, or participant in the communications process, as able and willing to give an objective opinion and having sufficient relevant expertise.

If the source is deemed credible then it is more likely to be seen as believable and reliable by the audience.

Benefits of PR

• Cost effective way to reach the market• Highly targeted• Endorsement of independent objective 3rd parties who

have no association with the product• Achieves credibility• Supports advertising by making messages more

credible (IMC / reinforcement of the message)• Cuts through the clutter• Overcomes resistance to sales messages• Improved media involvement amongst consumers• Creates influence amongst opinion formers and

trendsetters

PR Tools

Press / Editorial ReleasesWord of MouthPlugsPersonal appearancesSponsorshipCSRNewslettersProduct trialsCase studies / success storiesPictures / photosTestimonialsEventsCelebrityBlogsSocial networking

The Final Consideration

PR Message

AudienceChannel

Objective

InterpretationEverything else you do