Public Relations Management

How does this fit into our overall promotions

program?

Public Relations

the management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance.

Publicity

nonpersonal communication regarding the organization, product, service or idea that is not directly paid for nor run under identified sponsorship, usually coming from a news story, editorial, or announcement about an organization or its products and services

PublicityAdvantages/Disadvantages

Credibility Low Cost

Lack of Control Negative Publicity

very harmful and difficult to overcome

Miss the Target Audience

Marketing Public Relations Functions (MPF)

Actions designed to support marketing objections

raise awareness gain understanding building trust give customer a reason

to buy motivating acceptance

Marketing Public Relations - Outcomes and Strategies building marketplace excitement for a new

product (i.e., Surge) creating advertising news when there is no

product news (i.e., Nissan) introduce a product with little or no advertising

expense (No Excuses Jeans) building brand -to-customer bonds (I.e., the

Pillsbury Bake-offs) Influencing influential

The New Role of PR

Example: Small Social Service Agencies

Quadrant 1

Example: Hospitals and colleges

Quadrant 2

Example: Small Manufacturing Companies

Quadrant 3

Example: Fortune 500 companies

Quadrant 4

Weak Strong

Public Relations

Weak

Strong

Marketing

Four Classes of Marketing and PR Use Quadrant 1

• minimal use of either function

• limited budgets

• nonprofits

Quadrant 2• well established PR but

do very little formalized marketing

• institutions and colleges

Quadrant 3 • marketing functions

dominate

• private companies without stockholders, small manufacturers

Quadrant 4• strong marketing and

PR

• utilize IMC

The Process of Public Relations Determining and Evaluating Public

Attitudes Establishing a Public Relations Plan Developing and Executing the PR

Program Measuring the Effectiveness of the

Program

Determining and Evaluating Public Attitudes Conducting Research

• primary and secondary

What do people remember about your firm?

What do people remember about your products?

Overall impressions of the firm and its actions

Why Conduct Research?

Provides input into the planning process

Serves as an early warning system Secures support internally Increases the effectiveness of

communication

Establishing a PR Plan Determining relevant target audiences

• Employees, suppliers and customers

• Stockholders and investors, community members

• The media, educators, governments, financial groups

Implementation The press release Press Conferences Exclusives Interviews Community Involvement

Measuring the Effectiveness Allows determination

of contribution personal observation matching of objectives

and results public opinions and

surveys Audits