ch. 17 public relations, publicity, and corporate advertising n public relations – n a management...

Ch. 17 Public Relations, Publicity, and Corporate Advertising

Public Relations – a management function that has as its primary

responsibility the goal of communicating and gaining acceptance of the organization’s policies and programs within its various communities.

Public Relations with Whom?

Who could be the internal target audience?

Who could be the external target audience?

Six Occasions for PR

Communication with Audiences (Internal/External) Community Relations Product Launch Product Re-launch Product Support Crisis Management

Tools of PR

Includes:– Press releases– Press conferences– Video press releases– Community involvement– Corporate advertising– Advocacy and cause-related advertising– Crisis management

Advantages/Limitations of PR

More credible than advertising

Excellent for building trust and company image among consumers

Interest (lead) generation

Ability to reach specific groups

Lower cost than advertising Less clutter

Limitations?

Process of Conducting Public Relations

Determining and Evaluating Public Attitudes

Establishing a Public Relations Plan

Developing and Executing the PR Program• Determining relevant target audience (In/External)• Implementing the Public Relations program

Evaluating the PR Program

Publicity

Publicity refers to the generation of news about a person, product, or service that appears in broadcast or print media.

Difference b/t Public Relations and Publicity

Corporate Advertising

Corporate advertising is designed to promote the firm overall -- either by enhancing its image, assuming a position on a social issue or cause, or seeking direct involvement from the market.

Objectives of Corporate Advertising

More specific applications include:

Types of Corporate Advertising

Image advertising

Advocacy advertising

Cause-related marketing

Crisis Management

Before the crisis

Crisis Management (cont.)

During the Crisis

Crisis Management (cont.)

Press briefings:

Avoid:

Measuring Effectiveness of PR

Most Common Methods:

Like measuring advertising by media placements