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McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Explains the role of public relations, sponsorships, and corporate advertising in relationship marketing and integrated marketing communications Objectives Distinguish between advertising and public relations Describe the difference between press agentry and publicity Explain how event sponsorships can fit into an IMC plan Discuss the key elements of crisis communications Identify the tools public relations practitioners use Define advocacy advertising and debate its role in a free society Explain the role of corporate identity advertising The Role of Public Relations Public Relations The management function that focuses on the relationships and communications that individuals and organizations have with other groups for the purpose of creating mutual goodwill The Difference Between Advertising and Public Relations Public Relations Advertising Free media Paid media Not openly sponsored Openly sponsored Imprecise placement Precise placement Advertising and PR in the Eyes of Practitioners Public Relations Marketing PR Perspective Adv Perspective The Public Relations Job PR planning and research Opinion sampling Reputation management Crisis communications management Community involvement Publicity and press agentry The Public Relations Job PR planning and research Reputation management Other public relations activities Public affairs and lobbying Fundraising and membership drives Speechwriting Special events management Publications perception, Exchanges Public Relations Tools satisfaction News releases and press kits News release Press kit perception, Exchanges Public Relations Tools satisfaction News releases and press kits Printed materials Photos Featured articles House organ Audiovisual materials Video news release Posters, exhibits, bulletin boards perception, Exchanges Sponsorships and Events satisfaction The growth of sponsorship Sponsorship A cash or in-kind fee paid to a property in return for access the exploitable commercial potential associated with that property perception, Exchanges Sponsorships and Events satisfaction The growth of sponsorship Benefits of sponsorship Drawbacks of sponsorship Public approval Employee morale Stakeholder involvement Face-to-face access Cost effective perception, Exchanges Sponsorships and Events satisfaction The growth of sponsorship Benefits of sponsorship Drawbacks of sponsorship Cost Clutter Evaluation perception, Exchanges Types of Sponsorships satisfaction Sports marketing Ambush marketing perception, Exchanges Types of Sponsorships satisfaction Sports marketing Entertainment marketing Festivals Fairs Events Venue marketing Causes Arts and culture perception, Exchanges Corporate Advertising satisfaction Corporate/ Institutional advertising Advocacy advertising Public relations advertising Advertorials Market prep corporate Corporate identity advertising perception, Exchanges Corporate Advertising satisfaction Corporate/ Institutional advertising Public relations advertising Corporate identity advertising Recruitment advertising
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