MARKETING

COMMUNICATIONINTEGRATING ONLINE AND OFFLINE WITH

SOCIAL MEDIA

Heidi HellströmMaster of Economic Sciences, Senior Lecturer

University of Applied Sciences, Vaasa

PUBLICITY AND PUBLIC

RELATIONS (PR)

WHAT IS PUBLIC RELATIONS

Creating favorable image in the minds of

consumers, employees, investors,

legislators, community, media etc.

Creating goodwill

WHAT IS PUBLICITY?

Publicity is one part of Public Relations

Positive publicity is dependent primarily on

good relations with the media

EXAMPLE: ANTI-MARKETING BUILDS THE PR

EXAMPLE: HUMAN RESOURCES

“OLD” PR TOOLS

News releases

Press conferences

• But new tool: tactics online

Interview for example of the CEO to

business magazine

NEW PR TOOLS

Online news room

Video news releases

•Donald Trumph and Pontiac-case in

Apprentice - >1000 new orders for the

new Pontiac in first 41 minutes!

New innovative photography

PU

BLIC

ITY “

STU

NTS”

What stunt was this ?

VIRAL MARKETING

Videos, games etc.

Must be enlightening, entertaining,

engaging and worth of looking it again

5 ADVANTAGES AND 5

DISADVANTAGES OF PUBLIC

RELATIONS ?

PR CRISIS MANAGEMENT

Responds to media attacts

PR crisis examples

• British Petroleum

• Toyota

• Other ??

How PR Crisis should be handeled: What

should or should not be done?