Download Market Oriented Public Relations and Sponsorship

Marketing Communications & Promotional Practice
Market Oriented Public Relations and
Sponsorship
Week 2
Lecture 4
Chapter 20
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Public Relations – Publicity
 Growth area why?
 Definitions
 PR Planning
 PR Channels & Tools
 Media Relations
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
PR Defined
 Public Relations is
 The deliberate, planned and sustained effort to establish and
maintain mutual understanding between an organisation and its
publics
 Public relation consists of
 All forms of planned communication, outwards and inwards
between an organisation and its publics for the purpose of
achieving specific objectives concerning mutual understanding
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
IPR Definition
 The management of reputation:
 The planned and sustained effort to establish and
maintain goodwill and mutual understanding between an
organisation and its publics
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Public Relations
 The planned and sustained effort to establish and
maintain goodwill and mutual understanding between an
organisation and its public.
 Both reactive and proactive
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
PR 4 Key Aspects
 Positive – Active
Building an image
 Positive – Reactive
Protecting an image
 Audiences
Internal
External
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
PR Planning Model
 Appreciation of the situation/problem
 Establish objectives
 Target publics
 Messages
 Devise programme
 Evaluate results
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
PR Channels/Tools
 Press Release
 Media alert
 Press Conference
 Press Kit
 Exclusive interview
 Seminars
 Stunts
 Newletters
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
More Tools
 Open Days
 Factory Visits
 Giving Public talks
 Sponsorship
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Media Relations
 Purpose – to achieve publication or broadcasting of
‘news’ in order to create knowledge, awareness or
understanding
 WHAT IS NEWS?
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Building Media Relations
 Establish name of editor – Willings Press guide + PIMS
 Keep in touch - regularly
 Meet editors and journalists at exhibitions
 Co-operation not conflict
 Ensure media know of specialists available
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Elements of Corporate Identity
Corporate personality
Culture
Overall strategic
purpose
Corporate identity
Products & services
Where made and
distributed
How it communicates
with stakeholders
How it behaves
Corporate image
Influenced by
identity
Values, beliefs
and attitudes held
about the
organisation
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Six main Factors in Articulating ‘Image’
 Dynamic
 Pioneering, attention-getting, active
 Cooperative
 Friendly, well-liked, eager to please
 Business
 Wise, shrewd, persuasive, well-organised
 Character
 Ethical, reputable, respectable
 Successful
 Financial-performance, self-confidence
 Withdrawn
 Aloof, secretive, cautious
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Sponsorship
 Paying for an association with an individual, group or
event
 Used to build awareness, develop customer loyalty and
improving image held
 Generally plays a supporting or secondary role
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
What/Who Can Be Sponsored
 People
 Events
 Competitions
 Teams
 Television Programmes
 Television coverage
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Exhibitions
 AKA
 Trade Shows
 ‘Expos’
 Trade Fairs
 Road shows
Organisers offer space +++ similar to magazines
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
International Marketing – Exhibitions
Ads Uses
 Focus Magnet\Marketplace
 Demonstration
 Sampling Opportunity
 Sales opportunity leads
 Previews
 Competitor monitoring
 PR Opportunities
 Partnering JV
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Exhibitions - Downside
 Cost ROI
 Choice of venue
 Reliability of attendance statistics
 Success dependent on overall exib success
 May be outshone in terms of presentation
 Security
 Timewasters
 Targeting
Bangor Transfer Abroad Programme