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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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Public Relations with Whom?
Who could be the internal target audience?
Who could be the external target audience?
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Six Occasions for PR
Communication with Audiences (Internal/External) Community Relations Product Launch Product Re-launch Product Support Crisis Management
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Tools of PR
Includes:– Press releases– Press conferences– Video press releases– Community involvement– Corporate advertising– Advocacy and cause-related advertising– Crisis management
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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?
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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
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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
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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:
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Types of Corporate Advertising
Image advertising
Advocacy advertising
Cause-related marketing
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Crisis Management
Before the crisis
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Crisis Management (cont.)
During the Crisis
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Crisis Management (cont.)
Press briefings:
Avoid:
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Measuring Effectiveness of PR
Most Common Methods:
Like measuring advertising by media placements