Transcript Why Public Relations? - Mr.Lewis` Online Project Site

Public Relations
Why Public Relations?
1. Building marketplace excitement before
media advertising breaks
2. Creating advertising news where there is
no product news (reminding people why your
company is so great).
3. Introducing a product with little or no
advertising.
4. Influencing the influentials/opinion leaders
5. Defending products at risk.
Public Relations Audiences
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Employees of the firm
Stockholders and investors
Community members
Suppliers and customers
The media
Civic and business organizations
Government
Financial groups
Examples of PR Tools
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Press releases
Press conferences
Exclusives
Interviews
Community involvement
Sponsorships
The internet
Examples of PR
• Mercedes Benz announces the sponsoring of
the new Falcon’s Stadium.
• A presidential candidate is recorded while
talking to leaders of a poor community.
• “Feel good” stories are circulated around the
web through social media postings from a
political action committee.
Publicity
• Publicity involves the generation of news
about a company, product, service, brand or
person in various media.
• It is a subset of the public relations effort.
• Publicity is generally short-term focused
• Publicity is not always under the control of
the firm
• Publicity can be negative as well as positive
Publicity
• Seems more credible because people tend to
trust the news media rather than a PR firm.
• That is why getting peers to spread word of
mouth advertising for your product is vital for
its success!
Publicity Vehicles
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Feature Articles
Special Events
Captioned Photos
News Releases
Press Conferences
Corporate Advertising
• Create a positive image for the firm
• Communicate the organization’s viewpoint on
various issues
• Boost employee morale
• Smooth labor relations
• Help diversified companies establish an
identity.
Cause Related Marketing
• Cause related marketing is a form of
marketing whereby companies link with
charities or nonprofit organizations as
contributing sponsors.
• See next slide for example
Event Sponsorship
• Event Sponsorship – a form of marketing
communications whereby an organization
becomes involved with a particular event by
developing sponsorship relations.
• Events used for sponsorship:
• Sporting events
• Music/entertainment
• Festivals
• Arts/cultural events
• Causes
Advocacy Advertising
• Advocacy advertising is an advertisement or
public communication that attempts to
influence public opinion on specific political,
economic or social issues
Tebow SuperBowl Ad
• https://www.youtube.com/watch?v=xqReTDJS
dhE
Non- Apologies
• “I’m offended that you would say such a
thing.”
• “I regret this happened”
• I’m a victim too/role reversal.
• “Mistakes were made.”
• I’m sorry if this offended anybody.
Tips
• When offering apologies, do it in the same
medium that the error occurred.
– Twitter, t.v., facebook, etc.
• Going on tv allows audiences to read your
honesty
– This can be good or bad
– Hugh Grant vs Kanye
Resources
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Effective Ads
http://www.c-spanclassroom.org/Video/2242/Effective+Campaign+Ads.aspx
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Difference between good and bad ads
http://www.c-spanclassroom.org/Video/2241/Campaign+Ad+Creation.aspx
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Campaign Targeting Strategies
http://www.c-spanclassroom.org/Video/2243/Campaign+Targeting+Strategies.aspx
The branding of political ads
http://www.c-spanclassroom.org/Lesson/945/Bell+Ringer+The+Branding+of+Political+Advertising.aspx
All addresses taken from the C-Span classroom http://www.c-spanclassroom.org/Campaign-2016.aspx
View the address above to see examples of campaign ads, endorsements, and campaign announcements.
A Presidential PR Focus
• You are running for President of the U.S.
– Choose a party
– Pick a slogan
– Design a logo
• Create 2 ads that target DIFFERENT target
markets
• Create a press release
Announce Your Candidacy
• Choose a date: Be mindful of the date you select to ensure the best media
exposure. Consider major events, holidays, and other potential conflicts.
• Create a theme and overall message: Why are you running for this office?
What are the important issues in your campaign? What sets you apart?
How has your background inspired you? Create a marketable slogan.
• Select a location to announce: It should relate to your message and be
relevant to your campaign. Choose the background carefully. Consider that
this is a significant opportunity for you to connect with your audience.
• Choose your guests: Who would you want to introduce you and why?
Would you have performers, if so who would they be? Who else would
you want to be in attendance (key figures, major organizations,
associations, clubs, press)?
• Choose your music: What song would you want to be played as you enter?
What song would you want to play as you exit? How do these song choices
tie in with your theme and message?
Endorsements
• http://www.cspanclassroom.org/Video/2160/Chuck+Norris
+Endorses+Fmr+Gov+Mike+Huckabee.aspx
• http://www.cspanclassroom.org/Video/2161/Oprah+Winfr
ey+Endorses+Senator+Obama.aspx
• Who would you get to endorse you>