Transcript Slides for April 7 Workshop

Proactive MPR
Proactive MPR
Widely used forms
of publicity in MPR
• Product introductions
or product revisions
• Credibility accounts
for the effectiveness
• Publicity is the major
tool
Product releases
Executive-statement
Feature articles
1
Proactive MPR
Proactive MPR
Widely used forms
of publicity in MPR
• Name 3 ways you will
Product releases
» Successfully garner
publicity for Free Rice
through these
mechanisms
» Maintain synergy with
overall IMC strategy
Executive-statement
Feature articles
2
Proactive MPR
Product releases
Executivestatement
Feature articles
• Announce new
products
• Provide relevant
information, features
and benefit
• Audiovisual product
releases (video news
releases, or VNRs)
gained wide usage
3
Proactive MPR
Product releases
Executivestatement
Feature articles
• News releases quoting
CEOs and other
corporate executives
• May address a wide
variety of issues
• Published in the news
section
• Carry a significant
degree of credibility
4
Proactive MPR
Product releases
Executivestatement
• Detailed descriptions of
products or other
newsworthy programs
• Written by a PR firm for
immediate publications
or airing
• Inexpensive to prepare
Feature articles
5
Proactive MPR
Proactive MPR
Widely used forms
of publicity in MPR
• Name 3 ways you will
Product releases
» Successfully garner
publicity for Free Rice
through these
mechanisms
» Maintain synergy with
overall IMC strategy
Executive-statement
Feature articles
6
Cause-Related Marketing (CRM)
Cause-Related Marketing
Based on the idea that a company will
contribute to a cause every time the
customer undertakes some action
7
Cause-Related Marketing
Cause-related
marketing
illustration
Benefits of CRM
•
•
•
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•
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Enhance corporate or brand image
Thwart negative publicity
Generate incremental sales
Increase brand awareness
Broaden customer base
Reach new market segments
Increase sales at retail level
9
Cause-Related Marketing (CRM)
Cause-Related Marketing
Think of 3 potential sponsors for whom
Free Rice may meet those goals
*How will this enhance their brand equity?
*Synergy with their overall IMC strategies?
10