Transcript Public Relations - Publicity

Marketing Communications & Promotional Practice
Market Oriented Public Relations and
Sponsorship
Week 2
Lecture 4
Chapter 20
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Marketing Communications & Promotional Practice
Public Relations – Publicity
 Growth area why?
 Definitions
 PR Planning
 PR Channels & Tools
 Media Relations
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Marketing Communications & Promotional Practice
PR Defined
 Public Relations is
 The deliberate, planned and sustained effort to establish and
maintain mutual understanding between an organisation and its
publics
 Public relation consists of
 All forms of planned communication, outwards and inwards
between an organisation and its publics for the purpose of
achieving specific objectives concerning mutual understanding
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IPR Definition
 The management of reputation:
 The planned and sustained effort to establish and
maintain goodwill and mutual understanding between an
organisation and its publics
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Public Relations
 The planned and sustained effort to establish and
maintain goodwill and mutual understanding between an
organisation and its public.
 Both reactive and proactive
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PR 4 Key Aspects
 Positive – Active
Building an image
 Positive – Reactive
Protecting an image
 Audiences
Internal
External
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PR Planning Model
 Appreciation of the situation/problem
 Establish objectives
 Target publics
 Messages
 Devise programme
 Evaluate results
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PR Channels/Tools
 Press Release
 Media alert
 Press Conference
 Press Kit
 Exclusive interview
 Seminars
 Stunts
 Newletters
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More Tools
 Open Days
 Factory Visits
 Giving Public talks
 Sponsorship
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Media Relations
 Purpose – to achieve publication or broadcasting of
‘news’ in order to create knowledge, awareness or
understanding
 WHAT IS NEWS?
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Building Media Relations
 Establish name of editor – Willings Press guide + PIMS
 Keep in touch - regularly
 Meet editors and journalists at exhibitions
 Co-operation not conflict
 Ensure media know of specialists available
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Elements of Corporate Identity
Corporate personality
Culture
Overall strategic
purpose
Corporate identity
Products & services
Where made and
distributed
How it communicates
with stakeholders
How it behaves
Corporate image
Influenced by
identity
Values, beliefs
and attitudes held
about the
organisation
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Six main Factors in Articulating ‘Image’
 Dynamic
 Pioneering, attention-getting, active
 Cooperative
 Friendly, well-liked, eager to please
 Business
 Wise, shrewd, persuasive, well-organised
 Character
 Ethical, reputable, respectable
 Successful
 Financial-performance, self-confidence
 Withdrawn
 Aloof, secretive, cautious
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Sponsorship
 Paying for an association with an individual, group or
event
 Used to build awareness, develop customer loyalty and
improving image held
 Generally plays a supporting or secondary role
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What/Who Can Be Sponsored
 People
 Events
 Competitions
 Teams
 Television Programmes
 Television coverage
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Exhibitions
 AKA
 Trade Shows
 ‘Expos’
 Trade Fairs
 Road shows
Organisers offer space +++ similar to magazines
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International Marketing – Exhibitions
Ads Uses
 Focus Magnet\Marketplace
 Demonstration
 Sampling Opportunity
 Sales opportunity leads
 Previews
 Competitor monitoring
 PR Opportunities
 Partnering JV
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Exhibitions - Downside
 Cost ROI
 Choice of venue
 Reliability of attendance statistics
 Success dependent on overall exib success
 May be outshone in terms of presentation
 Security
 Timewasters
 Targeting
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