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PUBLIC RELATIONS

USING INTERNAL AND

EXTERNAL

COMMUNICATION

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Public relations defined

The deliberate, planned and sustained effort to institute and

maintain mutual understanding between an organisationand its publics.

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Publics defined

Figure 19.1

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PR - marketing and corporate

Marketing PR:

• Long-term strategic image building, developing credibility,

raising the organisation’s profile, and enhancing other 

marketing activities.

Corporate PR:

• Long-term relationship building strategy with variouspublics.

• Short-term tactical response to an unforeseen crisis.

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PR techniques

Figure 19.2

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External communication used for PR

•  Advertising.

• Publications.

• Lobbying.

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Publicity versus advertising

 Advantages of publicity over advertising:

• Credibility - advertising is paid for whilst publicity is seen

as free.

• Reach - PR can achieve an incredible level of reach.

• Excitement - Publicity is about news and can generate its

own excitement.

Disadvantage of publicity over advertising:

• Uncontrollability - publicity is in the hands of the media.

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Internal communication used for PR

• House journals and newsletters.

• Briefings.

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OHT 19.9

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing , 3rd Edition

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OHT 19.10

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing , 3rd Edition

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Evaluating public relations

Figure 19.3

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Corporate reputation

Concerned with how people feel about a company based in

whatever information (or misinformation) they have on

company activities, workplace, past performances and

future prospects.

Fombrun, 2000 

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Perceived corporate reputation:stakeholders’

Figure 19.4Source: based on ‘the value to be found in Corporate Reputation’ Financial Times 4th Dec., Fombrun (2000).

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Five principles to corporate reputation management

(Fombrun, 2000)

• Distinctiveness.

• Focus.

• Consistency.

• Identity.

• Transparency.

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Corporate identity

• The way an organisation chooses to present itself.

• Reflects the character and philosophy of the organisation.

• Emphasises those characteristics that are positive.

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Changing corporate identity

Figure 19.5

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The change process

Figure 19.6

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Reasons for failure

Figure 19.7

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Sponsorship

 A business relationship between a provider of funds,

resources or services and an individual, event or organisation which offers in return some rights and

association that may be used for commercial advantage.

BDS Sponsorship

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Types of sponsorship

• Sport.

• Broadcast.

•  Arts.

• Cause related.

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Role of sponsorship

• To support the broader PR strategy.

• Provide a venue for meeting key customers/suppliers.

• Improve awareness and attitudes towards company or 

individual brands.

• Support employee, government and company relations.

• Support wider marketing objectives.

• Capture imagination of publics.

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Factors influencing sponsorship choice

Figure 19.8

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Sponsorship evaluation methods

• Media exposure measurement.

•  Assessing communication results.

• Measuring sale results.

• Feedback from particular groups.