Further Reading…

• Meuter et al. (2000), “Self-Service Technology: Understanding Customer Satisfaction With Technology-Based Service Encounters,” Journal of Marketing, 64(3), pp. 50-64

• Bitner et al. (2000) “Technology Infusion in Service Encounters,” Journal of the Academy of Marketing Science, 28(1), pp.138-149

• Bateson (1985), “Self-service consumer: an exploratory study,” Journal of Retailing, 61(3), pp. 49-76

• Wulf et al. (2001), “Investments in consumer relationships: a cross country and cross industry exploration,” Journal of Marketing, 65(4), pp. 33-50

Objectives

• Promoting Goodwill– An image-building function of

public relations and events are organised to reflect favourably on a firm

• Promoting a Product or Service – To increase public awareness

of a firm’s brands and products

O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason, Ohio: South Western

Objectives• Preparing Internal

Communication– Disseminate information and

correct misinformation within a firm to reduce the impact of rumours and increase employee morale

• Counteracting negative publicity – To prevent the negative

publicity from damaging the image of a firm and its brands

O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason, Ohio: South Western

Objectives• Lobbying

– Assist a firm in dealing with government officials and pending legislations

• Giving Advice and Counsel – Assisting management in

determining what position to take on public issues, preparing employees for public appearances, and helping management anticipate public reactions

O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason, Ohio: South Western

Weaknesses• Lack of Control

– Media have other priorities and other sources, and the published story may be different from the information disseminated.

–

• Journalists as Gatekeepers– If a story is perceived by the

journalist as not enough “news value”, it may not be published

Pelsmaker et al. (2007), Chapter 10

Weaknesses• Effectiveness Hard to

Measure

– Compared to advertising, it is relatively hard to measure and evaluate the long-term effect of PR efforts on company good will or sales.

Pelsmaker et al. (2007), Chapter 10