Transcript Advantages - McGraw Hill Higher Education - McGraw

Chapter 17
Public
Relations,
Publicity, and
Corporate
Advertising
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Education.
Public Relations (PR)
 Evaluates public attitudes
 Identifies the policies and procedures of an
organization with the public interest
 Executes a program of action to earn public
understanding and acceptance
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McGraw-Hill Education.
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Role of PR
Traditional role
New role
• Maintain mutually
beneficial
relationships between
the organization and
its publics
• Act as a management
communications
function
• Work together with
the marketing
department
• Contribute to the IMC
process in a way that
is consistent with
marketing goals
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McGraw-Hill Education.
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Marketing Public Relations (MPR)
 Public relations activities designed to support
marketing objectives
 Functions
 Building marketplace excitement Improving ROI
 Creating advertising news where there is no product news
 Introducing a product with little or no advertising
 Providing a value-added customer service
 Building brand-to-customer bonds
 Influencing the influentials
 Defending products at risk & giving consumers reason to buy
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McGraw-Hill Education.
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Figure 17.2 - Advantages and
Disadvantages of MPRs
Sources: Thomas L. Harris, “Marketing PR—The Second Century,” Reputation Management, www.prcentral.com , January/February 1999, pp. 1–6
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McGraw-Hill Education.
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Determining and Evaluating Public
Attitudes
 Reasons
 Provides input into the planning process
 Serves as an early warning system
 Secures support internally
 Increases the effectiveness of the communication
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Steps to Develop a PR Plan
Define public relations problems
Plan and program
Take action and communicate
Evaluate the program
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Figure 17.3 - Ten Questions for
Evaluating Public Relations Plans
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McGraw-Hill Education.
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Types of Target Audiences
Internal audiences
• People who are connected to
a firm with whom the firm
communicates on a routine
basis
• Employees
• Stockholders
• Investors
• Members of the local
community
• Suppliers
• Current customers
External audiences
• People who are not closely
connected with the
organization
• Media
• Educators
• Civic and business
organizations
• Governments
• Financial groups
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McGraw-Hill Education.
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Tools for Implementing the PR
Program
Press
Release
Press
Conferences
Interviews
Internet
Exclusives
PR
Tools
Community
Involvement
Social Networks
& Blogs
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McGraw-Hill Education.
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Advantages and Disadvantages of PR
Advantages
 Credibility
 Cost
 Avoidance of clutter
 Lead generation
 Ability to reach specific
groups
 Image building
Disadvantages
 Potential for incomplete
communication process
 Lack of connection between
receiver and sender
 Lack of coordination with
marketing unit
 Erratic, redundant
communications
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McGraw-Hill Education.
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Measuring the Effectiveness of PR
 Should consider whether the target audience:
 Received the messages
 Paid attention to the messages
 Understood the messages
 Retained the messages
 Methods
 Media content analysis
 Survey research
 Marketing-mix modeling
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McGraw-Hill Education.
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Publicity
 Generation of news about a person, product, or
service that appears in broadcast or print media
 Differs from public relations by:
 Being a short-term strategy
 Not always being positive
 Not always being controlled or paid by the
organization
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Video News Release (VNR)
 Publicity piece produced by publicists so that
stations can air it as a news story
 Used by marketers to have control over the time
and place where information is released
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Pros and Cons of Publicity
Pros
Cons
 Substantial credibility
 Lack of control
 News value
 Timing
 Significant word-of-mouth
 Accuracy
 Perception of media
endorsement
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Corporate Advertising
 Designed to promote the firm overall by:
 Enhancing its image
 Assuming a position on a social cause
 Seeking direct involvement in something
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Reasons for Corporate Advertising
Being Controversial
Consumers are not interested
Costly form of self-indulgence
Belief that the firm must be in trouble
Perceived as a waste of money
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Types of Corporate Advertising
Image Advertising
General Image
Sponsorship
Event Sponsorship
Advocacy
Advertising
Recruiting
General Financial
support
Cause Related
Marketing
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McGraw-Hill Education.
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Methods for Measuring the
Effectiveness of Corporate Advertising
Attitude surveys
Studies relating corporate advertising and stock
prices
Focus group research
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McGraw-Hill Education.
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