Based on chapter 17 - "Public relations, publicity and corporate advertising" of book "Advertising and Promotion" published by Tata Mc Graw Hill.
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2. Role of Public Relations
To manage relationships with the public
General
Public
Employees Customers
CLIENT
Suppliers Stockholders
2
3. Public Relations Management Process
Determination and evaluation of
public attitudes
Identification of policies and
procedures of an organization
Development and execution of the
program
3
5. Example- “Social Media, So What” PR campaign
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6. The Process of Public Relations
• Developing and
executing the PR
1 program
2
• Establishing a
PR plan
3
• Determining
and evaluating
public attitudes
66
7. Research on Public Attitudes
• Provides input for the planning
process
• Serves as an “early warning system”
• Secures internal cooperation,
support
• Increases communications
effectiveness
77
8. Evaluating Public Relations Plans
1 Does the plan reflect a thorough understanding of the company’s business
situation?
2 Has the PR program made good use of research and background sources?
3 Does the plan include full analysis of recent editorial coverage?
4 Do the PR people fully understand the product’s strengths and weaknesses?
5 Does the PR program describe several cogent, relevant conclusions from the
research?
6 Are the program objectives specific and measurable?
7 Does the program clearly describe what the PR activity will be and how it will
benefit the company?
8 Does the program describe how its results will be measured?
9 Do the research, objectives, activities, and evaluations tie together?
10 Has the PR department communicated with marketing throughout the
development of the program? 88
9. Public Relations Audiences
Employees of Stockholders Community
the firm and investors members
Suppliers and
The media Educators
customers
Civic and
Financial
business Governments
groups
organizations
99
10. Public Relations Tools
Press
Exclusives
conferences
Press
Interviews
releases
Community
involvement The internet
100
1
11. Example- Press Conference
Lakme Fashion Week holds press conference to announce
participating Designers and Sponsors for Winter/Festive 2012
11
13. Advantages of Public
Relations
Avoidance
Credibility Cost
of clutter
Lead Image
Selectivity
generation building
13
14. Criteria for Measuring PR
Effectiveness
Total number of impressions . . .
Over time
On the target audience
On specific target audiences
Percentage of . . .
Positive articles over time
Negative articles over time
Ratio of positive to negative articles
Percentage of positive and negative articles by . . .
Subject
Publication
Reporter
Target audience 14
15. 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.
Key points regarding publicity:
Publicity is generally short-term focused
Publicity is not always under the control of the firm
Publicity can be negative as well as positive 15
16. Example- Negative Publicity
After the movie
Borat made
relentless fun of
the nation of
Kazakhstan,
Hotels.com
reported a
300% increase
in requests for
information
Sometimes about the
it’s good to
be bad country
16 16
19. The Power of
Publicity
Perceived as more credible
Often perceived as endorsed by the medium
in which it appears
Often has high news value
Often generates high frequency of exposure
19
21. Advertising Versus Publicity
Advertising Publicity
Control
Great Little
Credibility Lower Higher
Reach Achievable Undetermined
Frequency Schedulable Undetermined
Specific/High Unspecified/Low
Cost
High Low
Flexibility
Specifiable Tentative
Timing
21
22. Corporate Advertising
Advertising done to promote the interests of the firm by
enhancing its image, assuming a position on a particular
issue or promoting a certain cause
Corporate advertising does not promote any one specific product or service. Rather it is
designed to promote the firm overall, by enhancing its image, assuming a position on a
social issue or cause, or seeking direct involvement in something.
Types of Corporate
Advertising
Advocacy Cause-related
Image Advertising Event sponsorship
advertising advertising
22
23. Example- Corporate Advertising P&G’s "Proud Sponsor of Mums“
P&G launched–"Proud Sponsor of Mums" campaign in March (on Mother's Day), which for
the first time in the UK is an attempt to promote the P&G corporate brand.
23
25. Objectives of Corporate Advertising
Create a positive image for the firm
Communicate the organization’s
viewpoint on various issues
Boost employee morale
Smooth labor relations
Help newly deregulated industries
Help diversified companies establish an identity
25
26. 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
26
28. Advocacy Advertising
Advocacy advertising is the propagation of
ideas and elucidation of controversial social
issues of public importance in a manner that
supports the interests of the sponsor
28
32. Cause Related Marketing
Cause related marketing is a form of
marketing whereby companies link with
charities or nonprofit organizations as
contributing sponsors
32
33. A few key findings from a consumer study conducted with
Duke University on Cause related Marketing
• Exponential sales increases (74% and 28%) in two cause-related product
categories
• Participants spent nearly twice as long reviewing cause-related ads as general
corporate advertisements
• 78% of Americans feel companies should maintain their philanthropic giving
or even give more during tough economic times
• 79% of Americans would be likely to switch brands to one associated with a
good cause (compared to 66% in 1993)
• Education, economic development and health and disease topped the list of
priority issues for companies to address
http://www.coneinc.com/contentmgr/showdetails.php/id/1224/view_type/950010/startdate/1222833600 33
34. Example 1- PizzaExpress and Oxfam
Archie the Goat was the unexpected star of this campaign, which encouraged
people to raise money to provide goats for families living in poverty in developing
countries. Images of Archie were used in marketing materials to raise awareness of
a number of promotions. 34
36. Example3- Proctor & Gamble
Tide’s “Loads of Hope” seems to be quietly toiling away in regions affected by natural
disasters to provide a small, but meaningful and overlooked service to those struggling to
recover.
Apart from this there are Pampers’ “One Pack = One Vaccine,”
“Crest Healthy Smiles,”
Tampax/Always’ “Protecting Futures,” 36