Transcript Chapter 1
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 *Click outside of the video screen to advance to the next slide 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 *Click outside of the video screen to advance to the next slide Advertising is Used to Curb Teenage Drug Use *Click outside of the video screen to advance to the next slide Using Advertising to Fight the War on Drugs *Click outside of the video screen to advance to the next slide The U.S. Government Uses Advertising To Discourage Drug Use by Persuading Parents