Transcript Document

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.
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• 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.”
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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.
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Who practices public relations?
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Companies
Governments
Nonprofit organizations
Travel/tourism industry
Labor unions
School systems
Politicians
Organized sports
Agencies (for clients) and
in-house departments
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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
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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.
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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.
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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.
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Types of PR Programs
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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
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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
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– Communication
efforts aimed at
informing
employees about
marketing
programs
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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
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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
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– Lobbying to get
legislators to
support a bill
– Issue management
(monitor and
communicate to
and with public)
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Types of PR Programs
• Media relations
• Employee
relations
• Financial relations
• Public affairs
• Fund-raising
• Cause marketing
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• The practice of
raising money by
collecting donations
• Used by nonprofits:
museums, hospitals,
Red Cross, etc. and
directed at potential
donors
• Sometimes called
development
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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
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Public Relations Planning
• Research
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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
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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
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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)
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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.
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Public Relations Tools
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Advertising
Publicity
Publications
DVDs, CDs, Podcasts,
Books and Online Video
• Speakers and Photos
• Displays and Exhibits
• Special Events and Tours
• Online Communication
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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).
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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
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