Transcript Class 21a

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?
• What are the most common types of
public relations tools?
• How do you measure the results of public
relations efforts important?
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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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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
• 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
– 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
– Lobbying to get
legislators to
support a bill
– Issue management
(monitor and
communicate to
and with public) 17-14
Types of PR Programs
• Media relations
• Employee
relations
• Financial relations
• Public affairs
• Fund-raising
• Cause marketing
• 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:
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:
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
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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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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