Transcript Chapter18
Chapter 18 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter Overview The role of PR, sponsorships, and corporate advertising in relationship to marketing and IMC 18-2 Chapter Objectives Distinguish between advertising & public relations Identify the tools public relations practitioners use Discuss key elements of crisis communications Explain how event sponsorships fit into an IMC plan Describe the difference between press agentry & publicity Define advocacy advertising & debate its role in a free society Explain the role of corporate identity advertising 18-3 The Role of Public Relations PR manages communication between stakeholders (publics) in order to: Develop goodwill Affect public opinion Improve reputation 18-4 The Role of Public Relations Fox tries to convince others to advertise on its station 18-5 PR vs. Public Relations Advertising PR Perceived Bias Ads delivered by purchased media PR messages not openly sponsored Precision & Results Ads placed for reach & frequency PR picked up by external media Ad industry focuses on marketing communications PR used to establish and maintain relationships Practitioner Goals & Orientation 18-6 PR Activities Planning & Research Reputation Management Public Affairs & Lobbying Publicity Press Agentry Crisis Communications Community Involvement Speechwriting 18-7 PR Activities (continued) Fundraising, membership Publications Corporate blogs News releases & media kits Leaflets, books, brochures Annual reports Posters, bulletin boards Audiovisual materials Speeches, position papers Special events 18-8 Corporate Blog Checklist Know the environment Offer value Determine your purpose Ask if you have readers Practice, practice, practice Avoid hype & puffery Share control Monitor Wikipedia Live up to the commitment Make it part of IMC plan 18-9 The Public Relations Job Rainforest Action Network fundraising ad 18-10 The Public Relations Job News Releases Press Kits Multimedia Posters & Exhibits PR Tools Printed Materials Photos Feature Articles 18-11 Press Release from Wal-Mart 18-12 Role of the Press Release Protects against misquotes Permanently records the information Standardized format speeds the process Format is easily reproduced and transferred Ensures all recipients get the same message 18-13 Sponsorship & Events Sponsorship: Philanthropy: cash or in-kind payment for a commercial opportunity support of a cause without commercial incentive Sponsorship Advantages Sponsorship Drawbacks • Public approves of it • Stakeholders get involved • Target highly selfselective • Face-to-face interaction • Enhances public image • Can boost employee morale • Rapid conversion of fan loyalty into sales • Cost can be too high for a single sponsor • Cosponsored events can • be cluttered • Return-on-investment hard to gauge 18-14 Types of Sponsorship Annual sponsorship spending in North America ($ in millions) 18-15 Types of Sponsorship Sports Marketing Entertainment Festivals, Fairs, and Annual Events Causes Arts and Culture Venue Marketing 18-16 Types of Sponsorship Annual sponsorship spending in North America 18-17 Types of Sponsorship Adidas sponsored Chinese Olympic athletes in 2008 18-18 Methods of Sponsorship Companies can buy into an existing event or They can create a new event of their own Good fit between sponsor and brand is most important 18-19 Measuring Sponsorship Results IEG’s suggestions for measuring the value of events: Establish clear objectives Set measurable goals Measure against a benchmark Don’t change other variables during sponsorship Incorporate evaluation tools Establish a budget at the outset Pre- & post-event Surveys Media spending equivalenc y Revenue tracking devices 18-20 Corporate Advertising Goals of Corporate Communications Improve Public Relations Establish Corporate Identity Recruit New Employees 18-21 Corporate Advertising Hac Job uses corporate advertising to communicate its name and raise awareness of it’s services 18-22