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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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