PR, Publicity and Corporate Advertising

Public Relations

• What is PR and how does it differ from other elements of marketing communication ?

• The management function that evaluates public attitudes, identifies policies and procedures of an organisation with public interest, and executes a program of action (and communication) to earn public understanding and acceptance

Public Relations• PR is a management function which extends

itself to all organisations including non-profit one

• Involves three stages1.Determination/evaluation of public attitudes2.Identification of policies and procedures of an

organisation with public interest3.Development of a communications program

designed to bring about public understanding and acceptance

The Role of PR

• The traditional perspective of PR is as a non-marketing function

• To maintain a mutually beneficial relationship between the organisation and its publics

• Which includes not just customers but employees, investors, special interest groups etc

• At the other end PR is considered as part of the marketing communication function

The Role of PR

• The new role of PR envisions both strong PR and strong marketing departments

• Where both work together to provide the best overall image of the firm and its products

• PR therefore contributes in its own way but in a way that is consistent with marketing goals

Integrating PR into the Promotional mix

• Given the broader responsibility of PR the issue is how to integrate it into the promotional mix

• The organisation structure can give both functions the same roles

Marketing Public Relations (MPR)

• These are PR activities designed to support marketing objectives

• Marketing objectives that may be aided by public relations activities include raising awareness, informing and educating, gaining understanding, building trust, giving consumers a reason to buy and motivating consumer acceptance

Marketing Public Relations (MPR)

• MPR adds value to IMC programs in a number of ways

• Building market place excitement before media advertising breaks e.g. Volkswagen Beetle

• Creating advertising news where there is no product news

• Introducing a product with little or no advertising e.g. Body Shop

Marketing Public Relations (MPR)

• Providing value added customer service• Building brand-to-customer bonds• Influencing the influential – providing

information to opinion leaders• Defending products at risk and giving

consumers a reason to buy

Advantages of using MPR

• It is a cost –effective way to reach the market• It achieves credibility• Benefits from endorsement of independent

and objective third parties • Supports advertising programs• Breaks the clutter• Circumvents consumer resistance to sales

effort

Disadvantages of using MPR

• Lack of control over media• Difficult to tie in slogans and other advertising

devices• Time and media space not guaranteed

Relevant Target audience

• Internal– Employees– Stock holders–Community members– Suppliers and customers

Relevant Target audience

• External–Media–Civic and business organisations–Governments– Financial groups

Implementing the PR program

• PR tools–Press releases–Press conferences– Exclusives– Interviews–Community involvement– Internet

Publicity

• Is the dissemination of information to spread knowledge among the public for a cause, event, organisation or product/service

• Publicity can be good or bad• Companies should attempt to manage their

publicity by keeping a good relationship with the press and informing them about activities that would influence public opinion positively

Corporate Communication

• Is the communication issued by a corporate body to the public

• Public could include both internal and external• Usually takes the form of Corporate advertising• It is more PR than sales promotion• The objective is to build the awareness and

corporate image or reputation of the company