Transcript ch17
Public Relations Part 5: Integration and Evaluation Chapter 17 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1 Key Points Explain what Public Relations is and how it differs from advertising Describe the most common types of PR programs Analyze the key decisions in PR planning Explain the most common types of PR tools Discuss the importance of measuring the results of PR efforts Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-2 The Practice of Public Relations Used to generate goodwill for an organization Helps an organization and its publics relate to each other (stakeholders) Publicity getting news media coverage Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-3 Comparing Public Relations and Advertising PR -PR attempts to company more broadly. -PR goals attempt to build goodwill of organization -PR prepares the materials persuasively to gain acceptance of gatekeepers who decide which among many stories will be covered e.g. editors, news director (publicity: gain press coverage of the PR events) PR tend to use more “Uncontrolled media” (gatekeeper involved) e.g. mass media - PR is more credible coz it appears as news & involves the third-person endorsement - PR is more effective if the org.’s trust tends to be high + access the media channel is open Advertising - Ad messages deal with product/services - Ad goals usu. Involve the sales of p/d - Advertising buys space & time - Ad tends to use more “Controlled media” - Ad is the paid form - If the org’s trust is low, ad is used to present organization’s viewpoint & restart rebuilding their reputation Media Use, control, Credibility Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-4 PR Objective Creating a corporate brand Shaping or redefining a corporate reputation Positioning or repositioning a company or brand Moving brand to new market or a global market Launching a new product or brand Disseminating news about a brand, co. or organization Providing broduct or brand info. Changing stakeholder attitudes, opinions, or behaviors about a brand or co. Etc. Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-5 Twenty Key Publics Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-6 Types of Public Relations Programs Media relations Focuses on developing media contacts e.g. mass media Knowing who in the media might be interested in the organization’s story Employee relations Programs that communicate information to employees Internal marketing: communication efforts aimed at informing employees about marketing programs & encouraging their support Financial relations All communication efforts aimed at the financial community e.g. bank, financial institute Public affairs Corporate communication programs with government and with the public on issues related to government and regulation Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-7 Types of Public Relations Programs Fund-raising -- The practice of raising money by collecting donations Cause marketing When companies associate themselves with a cause, providing assistance and financial support “doing good thing and getting credit for it” Crisis management Planning and executing communication during times of organization crisis The program that plan to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics. Avoid and ease the damage if occurs Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-8 Public relations Tools Controllable House ads. Corporate ads. Advocacy ads. Publications Media kits Speaker, Photos, and Films Visual presentation Annual report Public service ads Display,exhibition Special event Wells, Moriarty, Burnett & Lwin - Xth Edition Uncontrollable Public service announcement Press release Press conference Media tours Interview shows Bylines articles Filter,historical pieces Semi-controlled Special event & Sponsorships Word of Buzz Online communication site Extranet,Intranet,WWW ADVERTISING Principles and Effective IMC Practice 1-9 Corporate Ad. Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-10 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-11