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ADVERTISING: Public Relations Public Relations and IMC Originally seen as a way to reach people more cheaply + Efficient – cheaper – reaches opinion leaders - Lack of control - message - target audience Types of Public Relations Corporate Product • Improve image • Handle crisis situation • Publicity • Product placement Types of Corporate Advertising • Image advertising Chevron • Cause-related advertising American Express Corporate Advertising Advantages: –Vehicle for positioning the firm –Takes advantages of benefits of PR –Reaches a select target market Disadvantages: –Questionable effectiveness –Constitutionality and/or ethics Corporate Social Responsibility Firms are moving away from commercial sponsorships and promotions and toward supporting socially responsible causes. The outcomes can be hard to measure, but indirect and intangible benefits can be achieved. 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 Public Relations • Non-paid, unsponsored, nonpersonal (media) communications. Public Relations can: • Build marketplace excitement B4 ads break • Introduce a product with less advertising • Provide a value-added customer service • Build brand-to-customer bonds • Influence the influentials • Defend companies or products at risk PR Advantages and Disadvantages Advantages: – credible – lower cost – less clutter – builds image of company with opinion leaders • Disadvantages: – Lack of control – Hard to get into news – Usually doesn’t reach target audience Public Relations • Tools used: • Press Releases • Events • Community activity participation • Fund-raising • Sponsorship • Public affairs activities Events/Community participation Community activity/protests Community activity/protests Community activity/protests Public affairs and lobbying EXAMPLE OF A PRESS RELEASE… FOR IMMEDIATE RELEASE Contact Information: Jeff Smith, Pfizer, 202-555-1212; fax: 202-555-2345 Stockholm, October 12, 1998 VIGARA INVENTORS WIN NOBEL PRIZE Three U.S. scientists whose work going back decades led to the use of the wildly popular Viagra anti-impotence drug won a Nobel Prize on Monday. They discovered that the body uses nitric oxide to regulate blood vessels, a finding that helped in developing Viagra. The discovery about nitric oxide -- a colorless gas long considered just an air pollutant -- has applications for treating conditions ranging from heart disease to shock. The $978,000 prize for the category "physiology and medicine" is awarded by Sweden's Karolinska Institute. This year's awards is divided equally among the three pharmacologists: Robert Furchgott, 82, does his work at the State University of New York in Brooklyn. "I'm very pleased,“ he said at his Long Island home. "I truly wasn't sure I'd ever get an award like this. I wasn't sure that I deserved it." Zouis Ignarro , 57, is a professor at the University of California-Los Angeles. His wife, Dr. Sharon Williams, said her husband is "thrilled" and "very surprised." Ignarro was traveling in Europe when he received the news. Ferid Murad, 62, is a researcher at the University of Texas Medical School in Houston and formerly did work at the University of Virginia. Having worked independently of the other two winners, he called the announcement "a delightful surprise." The Associated Press and Reuters contributed to this report. Quote of the day What kills a skunk is the publicity it gives itself. • Abraham Lincoln (President)