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

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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 .

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Page 1: Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the

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.

Page 2: Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the

Public Relations with Whom?

Who could be the internal target audience?

Who could be the external target audience?

Page 3: Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the

Six Occasions for PR

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

Page 4: Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the

Tools of PR

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

Page 5: Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the

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?

Page 6: Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the

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

Page 7: Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the

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

Page 8: Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the

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:

Page 9: Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the

Types of Corporate Advertising

Image advertising

Advocacy advertising

Cause-related marketing

Page 10: Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the

Crisis Management

Before the crisis

Page 11: Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the

Crisis Management (cont.)

During the Crisis

Page 12: Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the

Crisis Management (cont.)

Press briefings:

Avoid:

Page 13: Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the

Measuring Effectiveness of PR

Most Common Methods:

Like measuring advertising by media placements

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