Transcript ch19 - GEOCITIES.ws

OHT 19.1
Public relations and sponsorship
Brassington and Pettitt: Principles of Marketing, 3rd Edition
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OHT 19.2
Public relations defined
The deliberate, planned and sustained effort to institute and
maintain mutual understanding between an organisation
and its publics.
Institute of Public Relations (IPR)
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OHT 19.3
Publics defined
Figure 19.1
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OHT 19.4
PR - marketing and corporate
Marketing PR:
•
Long-term strategic image building, developing
credibility, raising the organisation’s profile, and
enhancing other marketing activities.
Corporate PR:
•
Long-term relationship building strategy with various
publics.
•
Short-term tactical response to an unforeseen crisis.
Brassington and Pettitt: Principles of Marketing, 3rd Edition
© Pearson Education Limited 2003
OHT 19.5
PR techniques
Figure 19.2
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OHT 19.6
Publicity versus advertising
Advantages of publicity over advertising:
•
Credibility - advertising is paid for whilst publicity is seen
as free.
•
Reach - PR can achieve an incredible level of reach.
•
Excitement - Publicity is about news and can generate
its own excitement.
Disadvantage of publicity over advertising:
•
Uncontrollability - publicity is in the hands of the media.
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OHT 19.7
External communication used for PR
•
Advertising.
•
Publications.
•
Lobbying.
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OHT 19.8
Internal communication used for PR
•
House journals and newsletters.
•
Briefings.
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OHT 19.9
Evaluating public relations
Figure 19.3
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OHT 19.10
Corporate reputation
Concerned with how people feel about a company based in
whatever information (or misinformation) they have on
company activities, workplace, past performances and
future prospects.
Fombrun, 2000
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OHT 19.11
Perceived corporate reputation:
stakeholders’
Figure 19.4
Source: based on ‘the value to be found in Corporate Reputation’ Financial Times 4th Dec., Fombrun (2000).
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© Pearson Education Limited 2003
OHT 19.12
Five principles to corporate reputation management
(Fombrun, 2000)
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Distinctiveness.
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Focus.
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Consistency.
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Identity.
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Transparency.
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OHT 19.13
Corporate identity
•
The way an organisation chooses to present itself.
•
Reflects the character and philosophy of the
organisation.
•
Emphasises those characteristics that are positive.
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OHT 19.14
Changing corporate identity
Figure 19.5
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OHT 19.15
The change process
Figure 19.6
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OHT 19.16
Reasons for failure
Figure 19.7
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OHT 19.17
Sponsorship
A business relationship between a provider of funds,
resources or services and an individual, event or
organisation which offers in return some rights and
association that may be used for commercial advantage.
BDS Sponsorship
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OHT 19.18
Types of sponsorship
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Sport.
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Broadcast.
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Arts.
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Cause related.
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OHT 19.19
Role of sponsorship
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To support the broader PR strategy.
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Provide a venue for meeting key customers/suppliers.
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Improve awareness and attitudes towards company or
individual brands.
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Support employee, government and company relations.
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Support wider marketing objectives.
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Capture imagination of publics.
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OHT 19.20
Factors influencing sponsorship choice
Figure 19.8
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OHT 19.21
Sponsorship evaluation methods
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Media exposure measurement.
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Assessing communication results.
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Measuring sale results.
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Feedback from particular groups.
Brassington and Pettitt: Principles of Marketing, 3rd Edition
© Pearson Education Limited 2003