Transcript Mkt 440 Class7--Public Realtions - Cal State LA

Chapter Fifteen
Chapter
15
Public Relations:
The Credibility Builder
Key Points:
 What is public relations, and how does it relate to IMC?
 Why is corporate communication important to IMC
programs?
 What are the strengths and limitations of marketing public
relations (MPR)?
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Perspective
The Relationship Angle
Public relations is the management of relationships
between a company and its various publics or
stakeholders.
In the brand decision process, public relations messages
are particularly useful in:
 Announcing new products
 Helping prospects and customers find information
 Establishing credibility for the brand.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
The Practice of Public Relations
Public relations seeks to affect both public opinion
and the opinion of specific stakeholders.
Its objective is to create goodwill and understanding
between an organization and its stakeholders.
It is often called Corporate Communications.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Marketing versus PR/Corporate Communications
Marketing is generally responsible for managing the image
of particular product brands.
Public relations programs are generally responsible for
managing corporate image.
 Corporate communication executives and the PR
agencies that advise them are focused on maintaining
the corporate brand and reputation.
 Another focus is on opinion and issues management.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Types of Public Relations/Corporate
Communications
Table 15-2, p.534
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PR Firm, Barkley Evergreen & Partners
Exhibit 15-4, p.535
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Corporate Advertising
Public relations uses two different kinds of
advertising:
 Public
service announcements
 Corporate advertising
Corporate advertising can have a number of
purposes:
 Corporate
identity
 Advocacy
 Social
issue
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Anheuser-Busch
Exhibit 15-6, p.539
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Hill and Knowlton
Exhibit 15-7, p.541
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Corporate Image and Reputation
An image can be created.
A reputation must be earned.
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Johnson & Johnson
Exhibit 15-8, p.542
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Marketing Public Relations
Marketing public relations (MPR) is just one
function of public relations.
It is a combination of PR and Marketing.
MPR is used to:
 Build
brand credibility
 Make product announcements
 Reach hard-to-reach target audiences
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Marketing Public Relations
MPR complements brand message strategy by:
1) Delivering specifically targeted messages to niche
demographics, psychographic, ethnic, or regional
audiences
2) Influencing the influentials, opinion leaders, or
trendsetters
3) Increasing the involvement of customers and other
stakeholders through special events
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Press Kit
Exhibit 15-2, 15-3, p.532
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Limitations of MPR
MPR has several limitations:
 Marketers have less control over brand publicity because
messages are filtered through media gatekeepers
 Like advertising, the impact of brand publicity is difficult
to quantify in terms of its effect on attitudes and opinions
 More difficult for publicity programs to create a
frequency of mention in the same media vehicle
 Public relations as an industry has a credibility problem
with its own image
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.