Public Relations Advertising Principles and Practices

Public Relations

Advertising Principles and Practices

GE Goes Green with EcomaginationGE Goes Green with Ecomagination

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• GE is committed to being on the cutting edge of cleaner power and environmental technology.

• GE’s investing $1.5 billion by 2010 in R&D for green technologies plus running a campaign to encourage their publics to go green.

• Won a 2006 Silver Effie; 49% of those surveyed liked the dancing elephant commercial “a lot.”

17-2Prentice Hall, © 2009


What is public relations?What is public relations?• Used to generate goodwill for

an organization.• Focuses on relationships with

an organization’s publics.• Publics/stakeholders—all the

groups of people with which an organization interacts— employees, members, local communities, shareholders, customers other institutions.

• Publicity—getting news media coverage

• PR is a managerial function and a tactical function.


Who practices public relations?Who practices public relations?• Companies

• Governments

• Nonprofit organizations

• Travel/tourism industry

• Labor unions

• School systems

• Politicians

• Organized sports

• Agencies (for clients) and in-house departments


PRSA Code of Ethical PracticePRSA Code of Ethical Practice

As a member of the Public Relations Society of America:I base my professional principles on the value

and dignity of the individual, holding that the free exercise of human rights, especially freedom of speech, freedom of assembly, and freedom of the press, is essential to the practice of public relations.

In serving the interests of clients and employers, I dedicate myself to the goals of better communication, understanding, and cooperation among the diverse individuals, groups, and institutions of society, and of equal opportunity of employment in the public relations profession.

www. prsa.org


Comparing PR and AdvertisingComparing PR and Advertising

• Media use• Control• Credibility

• Seek to persuade media gatekeepers to carry stories about or “cover” their companies.

• Gatekeepers are writers, editors, producers, talk-show coordinators, and newscasters.

• This aspect of PR is called publicity.



• Media use

• Control

• Credibility

• With news stories, PR people are at the mercy of the media gatekeeper.

• They don’t have to run your story.

• Advertising runs exactly as the client who paid for it has approved.



• Media use

• Control

• Credibility

• Public tends to trust the media more than they do advertisers.

• Consumers assume a story is legitimate if it appears in the media; this is an implied third-party endorsement.


Types of PR ProgramsTypes of PR Programs



• Media relations

• Employee relations

• Financial relations

• Public affairs

• Fund-raising

• Cause marketing

• Focus on developing media contacts

• Knowing who in the media might be interested in the organization’s story

• Relationships must be built on honesty, accuracy, and professionalism



• Media relations



• Public affairs

• Fund-raising

• Cause marketing

• Programs that communicate information to employees

• Related program is internal marketing

– Communication efforts aimed at informing employees about marketing programs



• Media relations



• Public affairs

• Fund-raising

• Cause marketing

• Communications aimed at financial community

• Press releases to business magazines, meetings with investors, annual (financial) reports



• Media relations



• Public affairs

• Fund-raising

• Cause marketing

• Communication with government and with the public on issues related to government and regulation

– Lobbying to get legislators to support a bill

– Issue management (monitor and communicate to and with public)



• Media relations



• Public affairs

• Fund-raising

• Cause marketing

• The practice of raising money by collecting donations

• Used by nonprofits: museums, hospitals, Red Cross, etc. and directed at potential donors

• Sometimes called development



• Media relations



• Public affairs

• Fund-raising

• Cause marketing

• Companies associate themselves with a cause, providing assistance and financial support

• Whirlpool and Habitat for Humanity


Public Relations PlanningPublic Relations Planning• Research

– Communications audit

– Benchmarking

– Gap analysis

– Latent publics

– Aware publics

– Active publics

• SWOT Analysis• Targeting• Objectives and Strategies• The Big Idea• PR’s Role in Integrated

Communications


Typical Public Relations Objectives

• Creating a corporate brand

• Shaping or redefining a corporate reputation

• Positioning or repositioning a company or brand

• Moving a brand to a new market or a global market

• Launching a new product or brand

• Disseminating news about a brand, company, or organization

• Providing product or brand information

• Changing stakeholder attitudes, opinions, or behaviors about a brand or company

• Creating stronger brand relationships with key stakeholders, such as employees, shareholders and the financial community, government, members (for associations), and the media

• Creating high levels of customer (member) satisfaction

• Creating excitement in the marketplace

• Creating buzz (word of mouth)

• Involving people with the brand, company, or organization through events and other participatory activities

• Associating brands and companies with good causes


Controlled Media (company controls the use and placement)• House ads• Public service ads• Corporate, institutional, advocacy

advertising• Publications: brochures, flyers,

magazines, newsletters• Annual reports• Speakers• Photographs• Films, videos, CD-ROMs• Displays, exhibits• Staged events• Books

Table 17.1 Public Relations Tools

Uncontrolled Media

(media control the use and placement)

• The news release (print, audio, video, email, faxes

• Features (pitch features)• Fillers, historical pieces, profiles• The press conference and media

advisory (media kits, fact sheets, background info)

• Media tours• Bylined articles, op/ed pieces, letters

to the editor• Talk and interview shows• Public service announcements

Semicontrolled Media

(some aspects are controlled or initiated by the company, but other aspects aren’t )• Electronic communication (Web sites, chat rooms)• Special events and sponsorships• Word of mouth (buzz)• Weblogs (blogs)

Media Assessment of News ValuesMedia Assessment of News Values• Editor’s decide to use news releases based on news value.• News value is based on timeliness (something just

happened or is about to happen), proximity (a local angle), impact (importance or significance), or human interest.



Public Relations ToolsPublic Relations Tools

• Advertising• Publicity• Publications• DVDs, CDs, Podcasts,

Books and Online Video • Speakers and Photos• Displays and Exhibits• Special Events and Tours

• Online Communication


Effectiveness and PR ExcellenceEffectiveness and PR Excellence• Evaluation is based on

measurable objectives established in planning.

• Difficult to measure the effect on the bottom line

• In PR, the media and messages must work together to meet objectives.

• Practitioners track the impact of a campaign: – Output (how many

mentions) – Outcome (change in

attitude or behavior).


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mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall

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Public Relations Advertising Principles and Practices