OHT 10.1

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

Public relations

OHT 10.2

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

What is Public relations ?

• Promote the goodwill of the company as a whole

• Management of reputation

• Establish and maintain good relationships with stakeholders

• Close the image gap

OHT 10.3

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

Strengths of public relations

Figure 10.1 Strengths of public relations

OHT 10.4

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

Weaknesses of public relations

Figure 10.2 Weaknesses of public relations

OHT 10.5

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

Trends and challenges in public relations

Figure 10.3 Trends and challenges in public relations

OHT 10.6

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

Audiences of different types of PR

Table 10.1 Audiences of different types of public relations

OHT 10.7

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

Public relations objectives and tasks

Table 10.2 Public relations objectives and tasks

OHT 10.8

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

Public relations instruments and channels

Table 10.3 Public relations instruments and channels

OHT 10.9

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

Media PR: writing a news release

Table 10.4 Writing a news release

Based on: Smith, J. (1995), The New Publicity Kit. New York: John Wiley & Sons; Pickton, D. and Broderick, A. (2001), Integrated Marketing Communications. Harlow: Financial Times/Prentice Hall; Duncan, T. (2002), IMC. Using Advertising

and Promotion to Build Brands. Boston: McGraw-Hill.

OHT 10.10

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

Media PR: rules of good media relations

Table 10.5 Rules of good media relations

Based on: Burnett, J. and Moriarty, S. (1998), Introduction to Marketing Communication. Upper Saddle River, NJ: Prentice Hall; Duncan, T. (2002), IMC. Using Advertising and Promotion to Build Brands. Boston: McGraw-Hill.

OHT 10.11

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

Public relations budgeting techniques

Table 10.6 Public relations budgeting techniques

OHT 10.12

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

Measuring public relations results

• Input indicators: number of news stories, interviews, trade meetings, brochures sent,...

• Output indicators: media coverage and publicity

• Achievement indicators: awareness, knowledge, attitude,...

OHT 10.13

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

Pre-crisis communication rules

Table 10.7 Pre-crisis communications rules

Based on: Marconi, J. (1992), Crisis Marketing. When Bad Things Happen to Good Companies. Chicago, IL: Probus Publishing Company.

OHT 10.14

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

Preparing for and handling a crisis

Table 10.8 Preparing for and handling a crisis

Based on: Haywood, R. (1998), Public Relations for Marketing Professionals. London: Macmillan Business; Seymour, M. and Moore, S. (2000), Effective Crisis Management: Worldwide Principles and Practices. London and New York: Cassell; Anthonissen, P. (2002), Murphy Was an Optimist. Tielt: Lannoo.

OHT 10.15

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

During a crisis

• Designate a single spokesperson

• Tell your story first and be honest

• Never go ‘off the record’

• Keep your employees informed

• Postion your company in a larger context

• Give details

• Show compassion

• Reassurance

• What are we doing about it ?

OHT 10.16

De Pelsmacker, Geuens & Van den Bergh, Marketing Communications, second edition © Pearson Education Limited 2004

Mercedes tries to redress the crisis after the Moose test incident

Plate 20 The moose trap: Mercedes tries to redress a crisis

(Reproduced with permission of Daimler Chrysler)