Public Relations, Publicity, and Corporate AdvertisingPublic Relations, Publicity, and Corporate Advertising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
A management functionA management function
evaluates public attitudesevaluates public attitudeswhichwhich
identifies the policies and proceduresidentifies the policies and proceduresandand
an organization with the public interestan organization with the public interestofof
executes a program of action (and communication)executes a program of action (and communication)andand executes a program of action (and communication)executes a program of action (and communication)
an organization with the public interestan organization with the public interest
identifies the policies and proceduresidentifies the policies and procedures
evaluates public attitudesevaluates public attitudes
A management functionA management function
1. Public Relations Defined
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CustomersCustomers
EmployeesEmployees
InvestorsInvestors
GovernmentGovernmentSuppliersSuppliersSuppliersSuppliers
EmployeesEmployees
GovernmentGovernment
InvestorsInvestors
CustomersCustomers
2. Traditional PR Perspective
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Public Relations
Department
Public Relations
Department
3. Integration of PR into the IMC Process
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MarketingDepartment
PublicRelations
SeparateSeparate
MarketingDepartment
PublicRelations
CoordinatedCoordinated
MarketingDepartment
PublicRelations
IntegratedIntegrated
4. Marketing Public Relations (MPR) Functions
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Building marketplace excitement before media advertising breaksBuilding marketplace excitement before media advertising breaks
Creating advertising news where there is no product newsCreating advertising news where there is no product news
Introducing a product with little or no advertisingIntroducing a product with little or no advertising
Providing a value-added customer serviceProviding a value-added customer service
Building brand-to-customer bondsBuilding brand-to-customer bonds
Influencing influentials, providing information to opinion leadersInfluencing influentials, providing information to opinion leaders
Improving ROI Improving ROI
Defending products at risk, giving consumers a reason to buyDefending products at risk, giving consumers a reason to buy
Building marketplace excitement before media advertising breaksBuilding marketplace excitement before media advertising breaks
Creating advertising news where there is no product newsCreating advertising news where there is no product news
Introducing a product with little or no advertisingIntroducing a product with little or no advertising
Providing a value-added customer serviceProviding a value-added customer service
Building brand-to-customer bondsBuilding brand-to-customer bonds
Influencing influentials, providing information to opinion leadersInfluencing influentials, providing information to opinion leaders
Improving ROI Improving ROI
5. The process of PR
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Measuring Program EffectivenessMeasuring Program Effectiveness
Developing and Executing a PR ProgramDeveloping and Executing a PR Program
Establishing a PR PlanEstablishing a PR Plan
Determining and Evaluating Public AttitudesDetermining and Evaluating Public Attitudes
Developing and Executing a PR ProgramDeveloping and Executing a PR Program
Determining and Evaluating Public AttitudesDetermining and Evaluating Public Attitudes
Provides input for the planning processProvides input for
the planning processServes as an “early
warning system”Serves as an “early
warning system”
Secures internal cooperation, support
Secures internal cooperation, support
Secures internal cooperation, support
Secures internal cooperation, support
Serves as an “early warning system”
Serves as an “early warning system”
Provides input for the planning processProvides input for
the planning process
Research on Public Attitudes
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Increases communications
effectiveness
Increases communications
effectiveness
5. The process of PR
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Measuring Program EffectivenessMeasuring Program Effectiveness
Developing and Executing a PR ProgramDeveloping and Executing a PR Program
Establishing a PR PlanEstablishing a PR Plan
Determining and Evaluating Public AttitudesDetermining and Evaluating Public Attitudes
Developing and Executing a PR ProgramDeveloping and Executing a PR Program
Determining and Evaluating Public AttitudesDetermining and Evaluating Public Attitudes
10 Questions for Evaluating Public Relations Plans
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
1. Does the plan reflect a thorough understanding of the company’s business situation?
2. Has the PR program made good use of research and background sources?
3. Does the plan include full analysis of recent editorial coverage?
4. Do the PR people fully understand the product’s strengths and weaknesses?
5. Does the PR program describe several cogent, relevant conclusions from the research?
10 Questions for Evaluating Public Relations Plans
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
6. Are the program objectives specific and measurable?
7. Does the program clearly describe what the PR activity will be and how it will benefit the company?
8. Does the program describe how its results will be measured?
9. Do the research, objectives, activities, and evaluations tie together?
10. Has the PR department communicated with marketing throughout the development of the program?
5. The process of PR
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Measuring Program EffectivenessMeasuring Program Effectiveness
Developing and Executing a PR ProgramDeveloping and Executing a PR Program
Establishing a PR PlanEstablishing a PR Plan
Determining and Evaluating Public AttitudesDetermining and Evaluating Public Attitudes
Developing and Executing a PR ProgramDeveloping and Executing a PR Program
Establishing a PR PlanEstablishing a PR Plan
Determining and Evaluating Public AttitudesDetermining and Evaluating Public Attitudes
Determining Public Relations Audiences
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The MediaThe Media
GovernmentsGovernments
Financial GroupsFinancial GroupsThe MediaThe Media
GovernmentsGovernments
External or IndependentExternal or Independent
EducatorsEducators
Civic and Business Organizations
Civic and Business Organizations
EducatorsEducators
Civic and Business Organizations
Civic and Business Organizations
Customers and Clients
Customers and Clients
Employees of the Firm
Employees of the Firm
Vendors and Suppliers
Vendors and Suppliers
Community Members
Community Members
Stockholders and Investors
Stockholders and Investors
Stockholders and Investors
Stockholders and Investors
Customers and Clients
Customers and Clients
Employees of the Firm
Employees of the Firm
Vendors and Suppliers
Vendors and Suppliers
Community Members
Community Members
Internal or AssociatedInternal or Associated
Implementing the PR Program
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Press Releases
Press Releases
Community Involvement Community Involvement
Press Conferences
Press Conferences
ExclusivesExclusives
Interviews Interviews
The Internet The Internet
PR ToolsPR Tools
Press Releases
Press Releases
Community Involvement Community Involvement
Press Conferences
Press Conferences
ExclusivesExclusives The Internet The Internet
5. The process of PR
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Measuring Program EffectivenessMeasuring Program Effectiveness
Developing and Executing a PR ProgramDeveloping and Executing a PR Program
Establishing a PR PlanEstablishing a PR Plan
Determining and Evaluating Public AttitudesDetermining and Evaluating Public Attitudes
Developing and Executing a PR ProgramDeveloping and Executing a PR Program
Establishing a PR PlanEstablishing a PR Plan
Determining and Evaluating Public AttitudesDetermining and Evaluating Public Attitudes
Positive articles over
time
Positive articles over
time
Negative articles over
time
Negative articles over
time
Negative articles over
time
Negative articles over
time
Positive articles over
time
Positive articles over
time
Over timeOver timeOn the target
audience
On the target
audience
On specific target
audiences
On specific target
audiences
SubjectSubject Publica-tion
Publica-tion ReporterReporter Target
audienceTarget
audience
Over timeOver timeOn the target
audience
On the target
audience
On specific target
audiences
On specific target
audiences
SubjectSubject Publica-tion
Publica-tion ReporterReporter
Criteria for Measuring PR Effectiveness
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Percentage of positive and
negative articles by . . .
Percentage of positive and
negative articles by . . .
Ratio of positive to negative
articles
Ratio of positive to negative
articles
Percentage of . . Percentage of . .
Total number of impressions . . .Total number of impressions . . .
CredibilityCredibility
Lead Generation
Lead Generation
Cost SavingsCost Savings
Avoidance of Clutter
Avoidance of Clutter
Image Building Image Building
SelectivitySelectivitySelectivitySelectivity
Lead Generation
Lead Generation
Avoidance of Clutter
Avoidance of Clutter
Cost SavingsCost Savings
CredibilityCredibility
6. Advantages of Public Relations
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PRProvides
PRProvides
May Be Out of the Marketer’s ControlMay Be Out of the Marketer’s Control
Part of the PR ProcessPart of the PR Process
The Generation of News About a Person, Product, or Service That Appears in the Media
The Generation of News About a Person, Product, or Service That Appears in the Media
Part of the PR ProcessPart of the PR Process
The Generation of News About a Person, Product, or Service That Appears in the Media
The Generation of News About a Person, Product, or Service That Appears in the Media
7. Publicity
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Inaccuracy, omission, or distortion may
result
Inaccuracy, omission, or distortion may
result
Timing difficult or impossible to control
Timing difficult or impossible to controlSubstantial credibilitySubstantial credibility
News valueNews value
Significant word-of-mouth
Significant word-of-mouth
Perception of endorsement by
media
Perception of endorsement by
media
Advantages and Disadvantages of Publicity
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AdvantagesAdvantages DisadvantagesDisadvantages
Timing difficult or impossible to control
Timing difficult or impossible to controlSubstantial credibilitySubstantial credibility
News valueNews value
Significant word-of-mouth
Significant word-of-mouth
Perception of endorsement by
media
Perception of endorsement by
media
8. Corporate Advertising
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An extension of the PR function
An extension of the PR function
Does not promote a specific product or service
Does not promote a specific product or service
An extension of the PR function
An extension of the PR function
Does not promote a specific product or service
Does not promote a specific product or service
Corporate advertising Is a waste of money
Corporate advertising Is a waste of money
Consumers aren’t interested in this
form of advertising
Consumers aren’t interested in this
form of advertising
The firm’s finances or image must be in
trouble
The firm’s finances or image must be in
trouble
This is a costly form of corporate self-
indulgence
This is a costly form of corporate self-
indulgence
Why Is Corporate Advertising Controversial?
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Claims of Opponents to
Corporate Advertising
Claims of Opponents to
Corporate Advertising
Corporate advertising Is a waste of money
Corporate advertising Is a waste of money
Consumers aren’t interested in this
form of advertising
Consumers aren’t interested in this
form of advertising
The firm’s finances or image must be in
trouble
The firm’s finances or image must be in
trouble
Create a positive image for the
firm
Create a positive image for the
firm
Smooth labor relations
Smooth labor relations
Communicate the
organization’s viewpoint
Communicate the
organization’s viewpoint
Boost employee morale
Boost employee morale
Establish diversified company’s
identity
Establish diversified company’s
identity
Help newly deregulated industries
Help newly deregulated industries
Help newly deregulated industries
Help newly deregulated industries
Smooth labor relations
Smooth labor relations
Boost employee morale
Boost employee morale
Communicate the
organization’s viewpoint
Communicate the
organization’s viewpoint
Create a positive image for the
firm
Create a positive image for the
firm
Objectives of Corporate Advertising
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ObjectivesObjectives
Positioning AdsPositioning Ads
SponsorshipSponsorship
RecruitmentRecruitment
General Image AdsGeneral Image AdsGeneral Image AdsGeneral Image Ads
Positioning AdsPositioning Ads
SponsorshipSponsorship
RecruitmentRecruitment
Types of Corporate Advertising
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Image Advertising
Image Advertising
Event Sponsorship
Event Sponsorship
Advocacy AdvertisingAdvocacy
Advertising
Cause-related Advertising
Cause-related Advertising
SportingEvents
SportingEvents
Music, Entertainment
Music, Entertainment
CausesCauses FestivalsFestivals
Cultural EventsCultural Events
SportingEvents
SportingEvents
Music, Entertainment
Music, Entertainment
CausesCauses FestivalsFestivals
Cultural EventsCultural Events
Event Sponsorship
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Corporate SponsorCorporate Sponsor
Advocacy Advertising
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Advocacy advertising:is the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the interests of the sponsor.
Advocacy advertising:is the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the interests of the sponsor.
An American Gas Association Advocacy Ad
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Cause Related Marketing
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Cause related marketing:is a form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors.
Cause related marketing:is a form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors.
Relating to Stock PricesRelating to Stock Prices
Attitude SurveysAttitude Surveys
Relating to Stock PricesRelating to Stock Prices
Attitude SurveysAttitude Surveys
Measuring Corporate Advertising Effectiveness
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Focus Group ResearchFocus Group Research
Effective?Effective?