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Advertising Principles and Practices Public Relations GE Goes Green with Ecomagination • GE is committed to being on the cutting edge of cleaner power and environmental technology. \ • GE’s investing $1.5 billion by 2010 in R&D for green technologies plus running a campaign to encourage their publics to go green. • Won a 2006 Silver Effie; 49% of those surveyed liked the dancing elephant commercial “a lot.” Prentice Hall, © 2009 17-2 What is public relations? • Used to generate goodwill for an organization. • Focuses on relationships with an organization’s publics. • Publics/stakeholders—all the groups of people with which an organization interacts— employees, members, local communities, shareholders, customers other institutions. • Publicity—getting news media coverage • PR is a managerial function and a tactical function. Prentice Hall, © 2009 17-3 Who practices public relations? • • • • • • • • • Companies Governments Nonprofit organizations Travel/tourism industry Labor unions School systems Politicians Organized sports Agencies (for clients) and in-house departments Prentice Hall, © 2009 17-4 PRSA Code of Ethical Practice As a member of the Public Relations Society of America: I base my professional principles on the value and dignity of the individual, holding that the free exercise of human rights, especially freedom of speech, freedom of assembly, and freedom of the press, is essential to the practice of public relations. In serving the interests of clients and employers, I dedicate myself to the goals of better communication, understanding, and cooperation among the diverse individuals, groups, and institutions of society, and of equal opportunity of employment in the public relations profession. www. prsa.org Prentice Hall, © 2009 17-5 Comparing PR and Advertising • Media use • Control • Credibility • Seek to persuade media gatekeepers to carry stories about or “cover” their companies. • Gatekeepers are writers, editors, producers, talk-show coordinators, and newscasters. • This aspect of PR is called publicity. Prentice Hall, © 2009 17-6 Comparing PR and Advertising • Media use • Control • Credibility • With news stories, PR people are at the mercy of the media gatekeeper. • They don’t have to run your story. • Advertising runs exactly as the client who paid for it has approved. Prentice Hall, © 2009 17-7 Comparing PR and Advertising • Media use • Control • Credibility • Public tends to trust the media more than they do advertisers. • Consumers assume a story is legitimate if it appears in the media; this is an implied third-party endorsement. Prentice Hall, © 2009 17-8 Types of PR Programs Prentice Hall, © 2009 17-9 Types of PR Programs • Media relations • Employee relations • Financial relations • Public affairs • Fund-raising • Cause marketing • Focus on developing media contacts • Knowing who in the media might be interested in the organization’s story • Relationships must be built on honesty, accuracy, and professionalism Prentice Hall, © 2009 17-10 Types of PR Programs • Media relations • Employee relations • Financial relations • Public affairs • Fund-raising • Cause marketing • Programs that communicate information to employees • Related program is internal marketing Prentice Hall, © 2009 – Communication efforts aimed at informing employees about marketing programs 17-11 Types of PR Programs • Media relations • Employee relations • Financial relations • Public affairs • Fund-raising • Cause marketing • Communications aimed at financial community • Press releases to business magazines, meetings with investors, annual (financial) reports Prentice Hall, © 2009 17-12 Types of PR Programs • Media relations • Employee relations • Financial relations • Public affairs • Fund-raising • Cause marketing • Communication with government and with the public on issues related to government and regulation Prentice Hall, © 2009 – Lobbying to get legislators to support a bill – Issue management (monitor and communicate to and with public) 17-13 Types of PR Programs • Media relations • Employee relations • Financial relations • Public affairs • Fund-raising • Cause marketing Prentice Hall, © 2009 • The practice of raising money by collecting donations • Used by nonprofits: museums, hospitals, Red Cross, etc. and directed at potential donors • Sometimes called development 17-14 Types of PR Programs • Media relations • Employee relations • Financial relations • Public affairs • Fund-raising • Cause marketing • Companies associate themselves with a cause, providing assistance and financial support • Whirlpool and Habitat for Humanity Prentice Hall, © 2009 17-15 Public Relations Planning • Research – – – – – – • • • • • Communications audit Benchmarking Gap analysis Latent publics Aware publics Active publics SWOT Analysis Targeting Objectives and Strategies The Big Idea PR’s Role in Integrated Communications Prentice Hall, © 2009 17-16 Typical Public Relations Objectives • Creating a corporate brand • Shaping or redefining a corporate reputation • Positioning or repositioning a company or brand • Moving a brand to a new market or a global market • Launching a new product or brand • Disseminating news about a brand, company, or organization • Providing product or brand information • Changing stakeholder attitudes, opinions, or behaviors about a brand or company • Creating stronger brand relationships with key stakeholders, such as employees, shareholders and the financial community, government, members (for associations), and the media • Creating high levels of customer (member) satisfaction • Creating excitement in the marketplace • Creating buzz (word of mouth) • Involving people with the brand, company, or organization through events and other participatory activities • Associating brands and companies with good causes Prentice Hall, © 2009 17-17 Table 17.1 Public Relations Tools Controlled Media Uncontrolled Media (company controls the use and placement) • House ads • Public service ads • Corporate, institutional, advocacy advertising • Publications: brochures, flyers, magazines, newsletters • Annual reports • Speakers • Photographs • Films, videos, CD-ROMs • Displays, exhibits • Staged events • Books (media control the use and placement) • The news release (print, audio, video, email, faxes • Features (pitch features) • Fillers, historical pieces, profiles • The press conference and media advisory (media kits, fact sheets, background info) • Media tours • Bylined articles, op/ed pieces, letters to the editor • Talk and interview shows • Public service announcements Semicontrolled Media (some aspects are controlled or initiated by the company, but other aspects aren’t ) • Electronic communication (Web sites, chat rooms) • Special events and sponsorships • Word of mouth (buzz) • Weblogs (blogs) Prentice Hall, © 2009 17-18 Media Assessment of News Values • Editor’s decide to use news releases based on news value. • News value is based on timeliness (something just happened or is about to happen), proximity (a local angle), impact (importance or significance), or human interest. Prentice Hall, © 2009 17-19 Public Relations Tools • • • • Advertising Publicity Publications DVDs, CDs, Podcasts, Books and Online Video • Speakers and Photos • Displays and Exhibits • Special Events and Tours • Online Communication Prentice Hall, © 2009 17-20 Effectiveness and PR Excellence • Evaluation is based on measurable objectives established in planning. • Difficult to measure the effect on the bottom line • In PR, the media and messages must work together to meet objectives. • Practitioners track the impact of a campaign: – Output (how many mentions) – Outcome (change in attitude or behavior). Prentice Hall, © 2009 17-21 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Prentice Hall, © 2009 17-22