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Public Relations, Regulations ad Sponsorship Programs Chapter 13 with Duane Weaver Public Relations (PR) Definitions • PR Department: unit in the firm that manages items related to publicity and communications with all the groups that make contact with a company. • PR focuses on stakeholders whereas typical marketing functions primary focus is usually on customers. • PR firms often focus on getting “hits” (exposure count) Types of PR Stakeholders • Stakeholder: person or group that has a vested interest in the organization’s well-being, such as: – Profits paid as stock dividends – Loan repayments received by a lending institution – Sales to the company or purchases made by the company – Community well being – Special Interest topic PR: Internal Stakeholders • Employees • Unions • Shareholders PR: External Stakeholders • Channel Members • Customers • Media • Local Community • Financial Community • Government • Special-interest Groups PR Events • Altruistic – Things provided to employees and other internal stakeholders, e.g.: flowers, fruit baskets, employee rehab programs, child care, purchase discounts… • Cause-Related – When marketing program is tied into some form of charity work so as to gain: • • • • • Additional customers Increased profits Build consumer goodwill Better relations with government Reduced chances of lawsuits (risk mitigation) • Green – Development and promotion of products that are environmentally safe PR: DAMAGE CONTROL • Reactive – – – Crisis management (accept blame and apologize or refute) Apology Response to Negative Publicity (impression management) • Proactive – – Entitlings – attempts to claim responsibility for positive outcome events. Enhancements – attempt to increase the desirable outcome of an event in the eyes of the public. REGULATIONS • Unfair and Deceptive Marketing Practices (when): – A substantial number of people or the “reasonable person” is left with a false impression or misrepresentation related to the product – The misrepresentation induces the “reasonable person(s)” to make a purchase • Puffery – Exaggerated claim without overt attempt to decieve • Gov. Agencies – CRTC and Health Canada Sponsorship Marketing • When a company pays money to sponsor someone or some group that is participating in an activity. • Used to: – – – – Enhance a company’s image Increase visibility (exposure) Differentiate Showcase specific goods or services (Buzz marketing) – Develop closer relationships with prospective or current customers – Unload excess inventory Event Marketing • Similar to sponsorship except that rather than supporting any one person, group or team, an entire specific event is sponsored. Thank You Have a great day!