chap17public relations publicity and corporate advertising 1225869851764540 9-4-120124020009...

7/30/2019 Chap17public Relations Publicity and Corporate Advertising 1225869851764540 9-4-120124020009 Phpapp01

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Public Relations, Publicity, and CorporateAdvertisingPublic Relations, Publicity, and CorporateAdvertising

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McGraw-Hill/I rwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.


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To manage relationships w ith the publicTo manage relationships w ith the public

GeneralPublic

Employees

Suppliers Stockholders

CustomersCLIENT

The Role of Public Relations


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Public Relations Management Process

DeterminationDetermination and evaluationevaluation ofpublic attitudes

IdentificationIdentification of policies andprocedures of an organization

DevelopmentDevelopmentand executionexecution of the

program


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Marketing Public Relations (MPR) Functions

Building marketplace excitement before mediaadvertising breaks

Creating advertising news where there is noproduct news

Introducing a product with little or no

advertising Providing a value-added customer service

Building brand-to-customer bonds

Influencing the influentials/opinion leaders

Defending products at risk and givingcustomers a reason to buy


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Segway: An Example of MPRs at Work


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The Process of Public Relations

Determining and evaluating public

attitudes

Establishing a PR plan

Developing and executing the PR

program


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Research on Public Attitudes

Provides input for the planning process

Serves as an early warning system

Secures internal cooperation, support

Increases communications effectiveness


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Evaluating Public Relations Plans

1. Does the plan reflect a thorough understanding of thecompanys business situation?

2. Has the PR program made good use of research andbackground sources?

3. Does the plan include full analysis of recent editorialcoverage?

4. Do the PR people fully understand the productsstrengths and weaknesses?

5. Does the PR program describe several cogent, relevantconclusions from the research?


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Evaluating Public Relations Plans

6. Are the program objectives specific andmeasurable?

7. Does the program clearly describe what the PRactivity will be and how it will benefit the company?

8. Does the program describe how its results will bemeasured?

9. Do the research, objectives, activities, andevaluations tie together?

10. Has the PR department communicated withmarketing throughout the development of the

program?


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Public Relations Audiences

Employees of the firm

Stockholders and investors

Community members

Suppliers and customers

The media

Educators

Civic and business organizationsGovernments

Financial groups


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Public Relations Tools

Press releases

Press conferences

Exclusives

Interviews

Community involvement

The internet


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Example of a Press Release

Reebok Used a Press Conference to


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Reebok Used a Press Conference toAnnounce the Sponsorship of Shakira


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Telling the Story

Technological methods make itTechnological methods make it

easier for the presseasier for the press

They increase the likelihoodThey increase the likelihoodmedia will use the storymedia will use the story

Telephone press conferences In-studio media tours

Multicomponent video news releases

(VNR) Targeted wire stories

bl


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PR Publications

Inserts

Enclosures

Annual reports

Posters

Bulletin boards

Exhibits

Audiovisuals

Position papers Speeches

News releases

Media kits

Booklets

Leaflets

Pamphlets

Brochures

Manuals

Books Letters

Ad t f P bli R l ti


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Advantages of Public Relations

Credibility

Cost

Avoidance of clutter

Lead generation

Selectivity

Image building


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Criteria for Measuring PR Effectiveness

Total number of impressions . . .Total number of impressions . . . Over time On the target audience

On specific target audiences

Percentage of . . .Percentage of . . . Positive articles over time

Negative articles over timeRatio of positive to negative articlesRatio of positive to negative articles

Percentage of positive and negativePercentage of positive and negative

articles by . . .articles by . . . Subject Publication Reporter

Target audience

P bli it


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Publicity

Key points regarding publicity:

Publicity is generally short-term

focused

Publicity is not always under the

control of the firmPublicity can be negative as well as

positive

Publicity involves the generation of news about acompany, product, service, brand or person in various

media. It is a subset of the public relations effort.

The Po e of P bli it


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The Power of Publicity

Perceived as more credible

Often perceived as endorsed by themedium in which it appears

Often has high news value

Often generates high frequency ofexposure

P bli it V hi l


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Publicity Vehicles

Feature

Articles

Captioned

Photos

Special

Events

NewsReleases

PressConferences

Responding to Publicity


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Responding to Publicity

Using Positive Publicity


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Using Positive Publicity

Advertising Versus Publicity


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Advertising Publicity

Tentative

Low

Unspecified/Low

Undetermined

Advertising Versus Publicity

Great

Lower

Achievable

Schedulable

Specific/High

High

Specifiable

Undetermined

Higher

Little

Factor

Control

Credibility

Reach

Frequency

Cost

Flexibility

Timing

Corporate Advertising


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Corporate Advertising

Types of Corporate AdvertisingTypes of Corporate Advertising

Image Advertising

Event sponsorship

Advocacy advertising

Cause-related advertising

Advertising done to promote the interests of the firmby enhancing its image, assuming a position on a

particular issue or promoting a certain cause

Objectives of Corporate Advertising


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Objectives of Corporate Advertising

Create a positive image for the firm

Communicate the organizationsviewpoint on various issues

Boost employee morale

Smooth labor relations

Help newly deregulated industries

Help diversified companies establish anidentity

Chevron Engages in Image Advertising


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Chevron Engages in Image Advertising


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Events used for sponsorship:

Sporting events Music/entertainment

Festivals

Arts/cultural events

Causes

Event Sponsorship a form of marketing communicationswhereby an organization becomes involved with a

particular event by developing sponsorship relations.

Advocacy Advertising


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Advocacy Advertising

Advocacy advertisingAdvocacy advertising is the propagation ofideas and elucidation of controversial socialissues of public importance in a manner that

supports the interests of the sponsor

The San Diego Zoological Society usesd d ti i


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advocacy advertising

Cause Related Marketing


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Cause Related Marketing

Cause related marketingCause related marketing is a form ofmarketing whereby companies link withcharities or nonprofit organizations as

contributing sponsors

KitchenAid uses cause-related marketing


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