Public Relations

Part 5: Integration and Evaluation Chapter 17

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1

Key Points

 Explain what Public Relations is and how it differs from advertising  Describe the most common types of PR programs  Analyze the key decisions in PR planning  Explain the most common types of PR tools  Discuss the importance of measuring the results of PR efforts Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-2

The Practice of Public Relations

 Used to generate goodwill organization for an  Helps an organization and its publics relate to each other ( stakeholders )  Publicity  getting news media coverage Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-3

Comparing Public Relations and Advertising 

PR

-PR attempts to

company

more broadly.

-PR goals attempt to build

goodwill

organization of -PR prepares the materials persuasively to gain acceptance of

(publicity

PR events) PR tend to use more “

gatekeepers

who decide which among many stories will be covered e.g. editors, news director : gain press coverage of the

Uncontrolled media

” ( gatekeeper involved ) e.g. mass media PR is more credible coz it appears as news & involves the

third-person endorsement

PR is more effective if the org.’s trust tends to be high + access the media channel is open 

Advertising

Ad messages deal with

product/services

Ad goals usu. Involve the

sales of p/d

-

Advertising

buys space & time - Ad tends to use more

media

” “

Controlled

Ad is the paid form If the org’s trust is

low

, ad is used to present organization’s viewpoint & restart rebuilding their reputation Wells, Moriarty, Burnett & Lwin - Xth Edition Media Use, control, Credibility ADVERTISING Principles and Effective IMC Practice 1-4

PR Objective

        Creating a corporate brand Shaping or redefining a corporate reputation Positioning or repositioning a company or brand Moving brand to new market or a global market Launching a new product or brand Disseminating news about a brand, co. or organization Providing broduct or brand info.

Changing stakeholder attitudes, opinions, or behaviors about a brand or co.

Etc.

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-5

Twenty Key Publics

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-6

Types of Public Relations Programs

Media relations

 Focuses on developing media contacts e.g. mass media  Knowing who in the media might be interested in the organization’s story

Employee relations

 Programs that communicate information to employees  Internal marketing: communication efforts aimed at informing employees about marketing programs & encouraging

their support Financial relations

All communication efforts aimed at the financial community e.g. bank, financial institute

Public affairs

 Corporate communication programs with government issues related to government and regulation and with the public on Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-7

Types of Public Relations Programs

Fund-raising

-- The practice of raising money by collecting donations

Cause marketing

 When companies associate themselves with a cause, providing assistance and financial support  “doing good thing and getting credit for it”

Crisis management

 Planning and executing communication during times of organization crisis  The program that plan to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics.



Avoid and ease the damage if occurs

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-8

Public relations Tools Controllable

House ads.

Corporate ads. Advocacy ads. Publications Media kits Speaker, Photos, and Films Visual presentation Annual report Public service ads Display,exhibition Special event

Uncontrollable Semi-controlled

Public service announcement Special event & Press release Press conference Media tours Interview shows Bylines articles Filter,historical pieces Sponsorships Word of Buzz Online communication site Extranet,Intranet,WWW Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-9

Corporate Ad.

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