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Public Relations, Publicity,
Corporate Advertising and
Public Service Announcements
Public Relations Defined
A management function
which
and
of
and
to
evaluates public attitudes
identifies the policies and procedures
an organization with the public interest in mind
executes a program of action and
(andcommunication
communication)
earn public understanding and acceptance.
PR - Publics
Customers
Community
Investors
Public
Relations
Department
Suppliers &
Suppliers
Partners
Government
Employees
Integration of PR into the IMC Process
Separate
Marketing
Department
Public
Relations
Coordinated
Marketing
Department
Public
Relations
Integrated
Marketing
Department
Public
Relations
Marketing Public Relations (MPR) Functions
Building marketplace excitement before media advertising breaks
Improving ROI
Creating advertising news where there is no product news
Introducing a product with little or no advertising
Providing a value-added customer service
Building brand-to-customer bonds
Influencing influentials, providing information to opinion leaders
Defending products at risk, giving consumers a reason to buy
Benefits of Marketing Public Relations (MPR)
Advantages
Disadvantages
A cost-effective way to
reach the market
Lack of control over media
A highly targeted way to
conduct public relations
Difficult to tie in slogans or
other advertising devices
Endorsements by
independent third parties
Media time and space
aren’t guaranteed
Achievement of credibility:
Achievement
credibility
in ads and of
generally
No standards for effective
measurement: “Earned Media”
Keep
Makes
tabs
advertising
on public
messages
attitudes
more credible
Breaks though the clutter
Circumvents resistance to
sales efforts
Research on Public Attitudes
Provides input for
the planning process
Serves as an “early
warning system”
Increases
communications
effectiveness (recall
message types)
Secures
Better internal
internal
cooperation,
cooperation
support
PR Program Tactics
Press
Releases
Press
Conferences
Interviews
PR Tools
Web/Internet
The Internet
Trade
Exclusives
Shows
Community
Involvement
The Internet as a PR Tool
Quick
Theinformation
Internet allows
dissemination
information
to to
various
be
presented
publics
quickly
The
“Layered”
Internetinformation
provides the
available
media with
to various
instant
access to additional
publics
sources of information
Can be used “pro-actively” or “reactively”
Publicity: Part of PR
News
The Generation
Stories About
of News
a Person,
AboutProduct,
a Person,
or
Product,
Service
or Service
That Appears
That Appears
in the in
Media
the Media
May happen
Partdespite
of the or
PRwithout
ProcessPR efforts
Marketers should react appropriately to
negative publicity and be pro-active about
dealing with the media (or any public)
Turning PR Into Effective Advertising:
General Mills Capitalizes on Positive Publicity
A Response to Negative Publicity
Criteria for Measuring PR/Publicity Effectiveness
Total number of
impressions . . .
Over time
On the
target
audience
Percentage/# of
..
Positive
articles over
time
Negative
articles over
time
Earned Media $
Change in public
attitudes
On specific
target
audiences
Corporate Advertising
An extension of the PR
function
Does not promote a specific
product or service
Promotes the organization
Image
enhancement
Assuming a
position on an
issue or cause
Community
involvement
Some Objectives of Corporate Advertising
Establish
diversified
company’s
identity
Create a positive
image for the
firm
Communicate
the
organization’s
viewpoint
Objectives
Help newly
Crisis
deregulated
Management
industries
Boost employee
Recruitment
morale
Boost
Smooth
employee
labor
relations
morale
Grant Thornton Uses Advertising for
Employee Recruitment
Boeing Advertises to Enhance Its Image
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Corporate Advertising Is Controversial
Consumers aren’t
interested in this
form of advertising
Corporate
is a
advertising Is
waste of money
Claims of
Opponents to
Corporate
Advertising
This is a costly form
of corporate selfindulgence
Sign
The of
firm’s
desperation:
finances
or
The
image
firm must
must be
be in
in
trouble
Event Sponsorship
Corporate Sponsor
Sporting
Events
Music,
Entertainment
Causes
Festivals
Cultural Events
Arts
Advocacy Advertising
Advocacy advertising:
is the propagation of ideas and
elucidation of controversial social
issues of public importance in a
manner that supports the
interests of the sponsor.
An American Gas Association Advocacy Ad
Cause Related Marketing
Cause related marketing:
is a form of marketing whereby
companies link with charities or
nonprofit organizations as
contributing sponsors.
Cause Related Marketing:
Yoplait’s Fight Against Breast Cancer
Measuring Corporate Advertising Effectiveness
Attitude Surveys
Effective?
Relating
Stock
to Stock
Price Prices
Focus Group Research
Public Service Announcements (PSAs)
May be funded and/or
produced by for-profit, notAttitude Surveys
for-profit or government
agencies
Goal:
Behavior
Change
Usually use fear or
Relating
other negative
to Stock
emotion
Prices
appeals
Majority skewed toward
younger demographic
Arizona Department of Health Advises Respect
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Advertising is Used to Curb Teenage Drug Use
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Using Advertising to Fight the War on Drugs
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The U.S. Government Uses Advertising To
Discourage Drug Use by Persuading Parents