Transcript moriarty8e_media_17

Advertising Principles
and Practices
Public Relations
Questions We’ll Answer
• What is public relations, and what are
different types of public relations
programs?
• What key decisions do public relations
practitioners make when they create
plans?
• What are the most common types of
public relations tools?
• Why is measuring the results of public
relations efforts important, and how
should that be done?
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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 Visit the
Site
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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Public Opinion
• What people think; their
beliefs based on perceptions
or evaluations of events,
people, institutions or
products (not necessarily on
fact).
• PR strategists want to know:
– What publics are important to
us now and in the future?
– What do these publics think?
• Opinion Leaders—
important people who
influence the opinions of
others—are especially
important..
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Reputation: Goodwill, Trust,
and Integrity
• Goodwill is a company’s greatest asset—PR’s job
is to create it.
• “If you tell the truth, you don’t have to remember
anything.”
• Integrity is not just about having a positive
image, it’s a result of a company’s actual
behavior.
Principle:
Public relations is the conscience of the
company, with the objective of creating trust
and maintaining the organization’s integrity.
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Public Relations Society of America
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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PRSA is the world’s largest
organization for PR
professionals with the vision
to unify, strengthen, and
advance the profession of
public relations.
Visit the
Site
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The Goal of PR Specialists
• Communicating with various public
(stakeholders), managing the
organization’s image and reputation,
creative positive public attitudes, and
goodwill toward the organization.
• Public relations takes a longer, broader
view of the importance of image and
reputation as a corporate competitive
asset and addresses more target
audiences than advertising.
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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) 17-17
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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Other Types of PR Programs
• Corporate Reputation Management
– Focused on image, reputation, trust
• Crisis Management
– Anticipating and planning for disasters from a
media perspective and with stakeholders
• Marketing Public Relations
– Plan and deliver programs to drive sales and build
customer satisfaction to communicating to address
consumer wants and needs
• Public Communication Campaigns
– To change public opinion, discourage harmful
behaviors
– “Truth” campaign to protest smoking
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Public Relations Planning:
Research
• A communications audit assess the internal and
external environment.
• Benchmarking identifies a baseline from a
previous audit, or a competitor.
• Gap analysis measures differences in perceptions
between publics, or between a public and the
organization.
• Three types of publics:
– Latent publics are unaware of their connection to
an organization an an associated problem.
– Aware publics recognize their connection with a
problem but don’t communicate about it.
– Active publics communicate and act on a problem.
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Public Relations Planning:
SWOT Analysis
• Strengths, Weaknesses, Opportunities, Threats
• Helps companies understand the nature of the
problem so they can develop appropriate
objects and target the right publics to address a
problem.
• May cover a variety of issues:
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Changes in public opinion
Industry and consumer trends
Economic trends
Government regulations and oversight programs
The effect or corporate strategies on stakeholders
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Public Relations Planning:
Targeting
• Research identifies
appropriate target audiences.
• CIGNA insurance identified
conscientious consumers and
directed their “Power of
Caring” campaign toward
them.
• The campaign featured wellknown personalities and
charitable causes like Alex’s
Lemonade Stand.
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Public Relations Planning:
Objectives and Strategies
• PR objectives are to change the public’s
knowledge, attitudes, and behaviors related
to a company brand or organization.
• Typical PR objectives focus on:
– Creating credibility
– Delivering information
– Building positive images, trust, and corporate
goodwill
Principle:
Before changing behavior, a communication program
may need to change beliefs, attitudes, and feelings.
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Public Relations Planning:
Objectives and Strategies
• Change agent strategies
– Focused on changing attitudes that drive
behavior either internally with employees or
externally with other publics.
• Involvement strategies
– Focused on intensifying publics’ involvement
by creating excitement, strengthening
customer loyalty.
– Must be carefully conceived—Pizza Hut’s
school “book it” program, which rewards
students with free pizzas has been criticized
for promoting unhealthy eating habits.
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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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Public Relations Planning:
The Big Idea
• Creative ideas get attention
• A Nevada conservation
program used a 50-year-old
tortoise as a mascot to promote
desert ecology
• TBS’s Cartoon Network used
electronically lit cartoon
characters on buildings and
bridges to promote their show
“Aqua Teen Hunger Force,”
causing bomb scares in Boston
– Cost TBS $2 million and the
network head resigned
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PR’s Role in IMC
• In integrated programs, PR and advertising
communicate complementary messages.
• Because they’re often separate functions, the
message may be inconsistent.
• PR and advertising use many of the same tools.
• PR’s greatest strengths is in an IMC program are
raising awareness, creating credibility, and
providing media contacts.
• In this fragmented media society, PR and
advertising must merge or find common ground to
be part of the IMC program.
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Two Main Categories of PR Tools
• Controlled media
– Sponsoring organization pays for media and
controls how and when the message is
delivered.
• Uncontrolled media
– Sponsoring organization doesn’t pay for
media; the media controls how and when the
message is delivered.
– Semicontrolled media include electronic
media over which companies maintain some,
but not all control (e.g., company Web sites vs.
other Web sites, blogs, chat rooms).
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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 controls 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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PR Tools: Advertising
• House ads
– Used in a company’s own
publication or programs (self
promo)
• Public service announcements
– Run free on TV, radio, or
print for a charities or civic
organizations
• Corporate advertising
– Focused on corporate image
or viewpoint
– Corporate identity
advertising
– Advocacy advertising
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Visit the
Site
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PR Tools: Publicity
• News releases
– Deliver PR messages to external
media; answer five “Ws”
– VNRs contain video footage
• Pitch letters
– Engaging letter about a feature story
idea sent to editors who have to be
“sold,” usually a human interest angle
• Press conferences
– An event at which a spokesperson
makes a statement to the media; a
media kit may be sent ahead of time
• Media tours
– “Press conference on wheels”;
spokesperson makes speeches and
announcements, holds press
conferences, and offers interviews
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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.
Replace
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PR Tools: Publications
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Pamphlets
Booklets
Annual reports
Collateral material
Books
Bulletins
Newsletters
Inserts and enclosures
Position papers
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PR Tools: DVDs, CDs, Podcasts,
Books, and Online Video
• DVD and podcasts are now
major PR tools.
• Books can be published
simply with electronic
publishing.
• Videos are expensive but are
ideal for distributing indepth information.
• YouTube is being used for
corporate messages.
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PR Tools: Speakers and Photos
• Speaker’s bureau
– A group of articulate people who will
talk about topics at the public’s request.
• PR departments maintain file of
photos to provide to the public.
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PR Tools: Displays and Exhibits
• Displays include
booths, racks, and
holders for
promotional literature,
and signage.
• Exhibits are larger
than displays and may
have moving parts,
sound, or video.
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PR Tools: Special Events and
Tours
• Events celebrate company
milestones:
– Open houses
– Birthday celebrations
– Corporate sponsorship of
events
• Tours such as plant tours
and trips by delegates and
representatives
– The “truth” tour reaches
750,000 teens annually
with information about
smoking’s harmful
effects.
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The Truth Campaign
This public communications
campaign was designed to
counter advertising that
appeals to teenagers by
getting them to rebel against
big tobacco companies.
Visit the
Site
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PR Tools: Online Communication
• Intranet
– Connects people within an organization.
• Extranet
– Connects people in one business with its business partners.
• External communication
– Web sites, email contact with reports, press releases
distributed by email or PR newswire.
• Internal communication
– Connects people in separate sites and it’s inexpensive.
– However, it can be used in court against a company.
• Web challenges
– Search optimization is a major issue.
– Anyone can post anything about your company; gossip and
rumors can spread around the world in hours.
– Companies can monitor what’s being said about them.
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Getting Attention in a New-Media World
Wrap your story around a bigger idea. Find a broader context or news hook for
your product or service and show how your company fits into it.
Keep it short and personal. When reaching out to journalists, a few quick sentences
via email, free from industry jargon, explaining who you are and what your business is
usually will suffice. Try to keep the first email readable without having to scroll down.
Also, referring to past works by journalists shows you understand their area of
coverage.
Pay attention to Web basics. Building a Web site and getting good rankings on
search engines such as Yahoo! and Google can help customers find businesses,
especially new ones. Consider blogging as a way to tell your story and interact with
the public. Using sites such as technorati.com can help turn up other like-minded
bloggers. Podcasting and online video-sharing sites such as youtube.com can help
tell your story, but do it creatively, avoiding pure commercial pitches.
Host events. These don’t have to be expensive, but small themed events with food
and drink for customers can be a good draw, particularly on streets crowded with
multiple merchants.
Seek out brand ambassadors. Find customers willing to talk up your product to
others, and encourage their word-of-mouth marketing with discounts or first looks at
new products and sales.
Publish a newsletter. It sounds old-fashioned, but with so much information coming
to people online these days, a mailed paper newsletter to customers can seem more
personal than mass emails and help your business stand out.
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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
• Practitioners track the impact of a campaign
in terms of:
– Output—number of mentions
– Outcome—change in attitude or behavior
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Communications Campaign Plan
• Even in PR, the media and messages must work
together to deliver communication objectives.
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Would you like to work in PR?
Here’s a short list of required skills for public relations
managers or public affairs specialists:
1. Knowledge of how public relations and public affairs
support business goals.
2. A knack for discerning which opponents to take
seriously.
3. The ability to integrate all communications functions.
4. Understand how to control key messages.
5. The ability to have influence without being too partisan.
6. A talent for synthesizing, filtering, and validating
information.
7. An aptitude for information technology.
8. A global perspective.
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Discussion Questions
Discussion Question 1
• Why is public opinion so important to
the success of public relations?
• In how many different ways does it
affect the success of a program like
GE’s Ecomagination?
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Discussion Question 2
• What is reputation management, and how
does it intersect with advertising programs?
• Find a corporate reputation campaign and
analyze its effectiveness.
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Discussion Question 3
• Three-minute debate: Think about a publicity stunt
that backfired, such as the Aqua Teen Hunger Force
bomb scare in Boston.
• Is all publicity good publicity? Or was this just a bad
idea that hurt the client?
• Organize into small teams, with each team taking one
side or the other. In class, set up a series of threeminute debates with each side having half of that time
to argue its position. Every team of debaters has to
present new points not covered in the previous teams’
presentations until there are no arguments left to
present. Then, the class votes as a group on the
winning point of view.
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Copyright © 2009 Pearson Education, Inc.
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