ch19[1] (1)
TRANSCRIPT
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PUBLIC RELATIONS
USING INTERNAL AND
EXTERNAL
COMMUNICATION
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Public relations defined
The deliberate, planned and sustained effort to institute and
maintain mutual understanding between an organisationand its publics.
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PR - marketing and corporate
Marketing PR:
• Long-term strategic image building, developing credibility,
raising the organisation’s profile, and enhancing other
marketing activities.
Corporate PR:
• Long-term relationship building strategy with variouspublics.
• Short-term tactical response to an unforeseen crisis.
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External communication used for PR
• Advertising.
• Publications.
• Lobbying.
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Publicity versus advertising
Advantages of publicity over advertising:
• Credibility - advertising is paid for whilst publicity is seen
as free.
• Reach - PR can achieve an incredible level of reach.
• Excitement - Publicity is about news and can generate its
own excitement.
Disadvantage of publicity over advertising:
• Uncontrollability - publicity is in the hands of the media.
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Internal communication used for PR
• House journals and newsletters.
• Briefings.
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OHT 19.9
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing , 3rd Edition
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OHT 19.10
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing , 3rd Edition
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Evaluating public relations
Figure 19.3
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Corporate reputation
Concerned with how people feel about a company based in
whatever information (or misinformation) they have on
company activities, workplace, past performances and
future prospects.
Fombrun, 2000
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Perceived corporate reputation:stakeholders’
Figure 19.4Source: based on ‘the value to be found in Corporate Reputation’ Financial Times 4th Dec., Fombrun (2000).
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Five principles to corporate reputation management
(Fombrun, 2000)
• Distinctiveness.
• Focus.
• Consistency.
• Identity.
• Transparency.
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Corporate identity
• The way an organisation chooses to present itself.
• Reflects the character and philosophy of the organisation.
• Emphasises those characteristics that are positive.
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Changing corporate identity
Figure 19.5
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Sponsorship
A business relationship between a provider of funds,
resources or services and an individual, event or organisation which offers in return some rights and
association that may be used for commercial advantage.
BDS Sponsorship
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Types of sponsorship
• Sport.
• Broadcast.
• Arts.
• Cause related.
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Role of sponsorship
• To support the broader PR strategy.
• Provide a venue for meeting key customers/suppliers.
• Improve awareness and attitudes towards company or
individual brands.
• Support employee, government and company relations.
• Support wider marketing objectives.
• Capture imagination of publics.
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Factors influencing sponsorship choice
Figure 19.8