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LECTURE-23 Public Relations Topic Outline Public Relations What is public relations The Role and Impact of Public Relations Major Public Relations Tools What are the strengths and limitations of brand publicity? What are the brand publicity tools? Why is corporate communication important to IMC programs? Lecture Perspective Two major developments recently: 1) Public relations has forced all marketers to value stakeholder relationships 2) IMC is helping to bridge the gap between Public Relations and Marketing Marketing Traditionally separate from the PR area IMC Public Relations Traditionally separate from the Marketing area What is Public Relations? Public relations (PR): A communication function used to promote mutual understanding between an organization and its various stakeholder groups Public Relations Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events Public relations is used to promote product, people, ideas, and activities Public Relations Press relations or press agency involves the creation and placing of newsworthy information to attract attention to a person, product, or service Product publicity involves publicizing specific products Public affairs involves building and maintaining national or local community relations Public Relations Lobbying involves building and maintaining relations with legislators and government officials to influence legislation and regulation Investor relations involves maintaining relationships with shareholders and others in the financial community Development involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support PR Responsibilities Serve As the Serve As the Official Official Channel of Channel Information of Information Coordinate the Programs With Other MC Functions Plan and Plan and Administer Administer Information Information Programs Programs Keep the Public Keep the Public Awareof of Aware Organization’s Organization’s Activities Activities PR Coordinate Coordinate Relationships Relationships With With Stakeholders Stakeholders Collect and Collect and Analyze Analyze Stakeholder Stakeholder Attitudes Attitudes PR Activities Brand Publicity Brand Publicity Crisis Management Financial/ Financial/ Investor Investor Relations Relations Media Relations Media Relations PR Activities Corporate Corporate Communications Communications Employee Relations Employee Relations Public Relations Major Public Relations Tools News Speeches Special events Written materials Corporate identity materials Public service activities Buzz marketing Social networking Internet Public Relations The Role and Impact of Public Relations Lower cost than advertising Stronger impact on public awareness than advertising PR In Action: Maytag PR In Action: Maytag Challenge: Help introduce the new Neptune Help introduce the new Neptune washer washer A public relations program featuring:featuring: A public relations program Answer: Results: • New York launch party for news media and appliance dealers starring the Maytag “Lonely Repairman” and famous TV “moms” • Sponsored a water conservation test in a small Kansas town demonstrating overall water savings for the town • Most successful Maytag product launch ever • Maytag stock increased 100% What Is Brand Publicity? Brand publicity: The use of nonpaid media messages to deliver brand information designed to positively influence customers and prospects Brand Publicity Process Reviewing the situation • Fits with organization’s overall SWOT assessment Process Setting objectives • Similar to advertising, but can also include: • Creating word of mouth buzz (excited talk about a brand) Developing strategies and tactics • Traditional media • Guerilla marketing techniques • Viral marketing (spreading word of mouth via the internet) Key Part of Brand Publicity: Media Relations Key part of brand publicity: Media relations: Maintaining a positive professional relationship with the media in general or with media that specialize in covering a specific industry • The challenge: getting past media gatekeepers • Editors and reporters who select (or reject) stories for their publications or stations based on what they think will interest their audiences Tales From the Real World In the real world, PR people know that the media is not always going to cover a story exactly the way they would wish. So, like a football coach’s reaction to a referee’s “call,” PR professionals sometimes challenge the media on their “call.” The result is often the same as in sports: the current story will stand, but the media may write something more favorable next time. Just like a referee refusing a coach’s plea to reconsider a call, but then calling the other team for a penalty on the next series. Strengths And Limitations Of Brand Publicity Strengths Strengths • Builds a climate of acceptance for the brand • Makes brand’s claims more credible • Breaks through clutter • Reaches the hard-toreach • Cost effective Limitations Vs. • Less control over message • Limited frequency What Are Brand Publicity Tools? News Release News Release (Press(Press Release) Release) Publicity Tools Pitch Letter Pitch Letter News Kit (Press Kit) A New Release Developed By PeopleSoft’s Agency + A Pitch Letter From A Clothing Maker + A News Story Written About The New Jacket + What Is Corporate Communication? Corporate communication: High level public relations carried out by executives who work at a senior level in a company and advise top management on how the organization presents itself Goal: to manage the image and reputation of the organization Bibliography Principles of Marketing by Philip Kotler & Gary Armstrong Fifteenth Edition, Published by Prentice Hall Marketing Management – A South Asian Perspective by Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileshwar Jha, 13th Edition, Published by Pearson Education, Inc. Principles and Practices of Marketing by Jobber, D. 4th edition, McGraw Hill International. Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin. The End “Take care of your reputation. It’s your most valuable asset”