Chapter 15 - Public relations. The goals of this chapter are: To recognise the roles of public relations, publicity and corporate advertising in the integrated marketing communication mix, to know the difference between public relations and publicity and demonstrate the advantages and disadvantages of each, to understand the reasons for corporate advertising and its advantages and disadvantages,...
Trang 1Chapter 15
Public relations
Trang 2Learning objectives
1 To recognise the roles of public relations,
publicity and corporate advertising in the
integrated marketing communication mix.
2 To know the difference between public
relations and publicity and demonstrate the
advantages and disadvantages of each.
3 To understand the reasons for corporate
advertising and its advantages and
disadvantages.
4 To know the methods for measuring the effects
of public relations, publicity and corporate
advertising.
Trang 3Public relations
Corporate advertising
Advocacy advertising
Image advertising
Non-marketing
PR Planning and evaluation
Trang 4A media storm
Trang 5Public relations defined
Trang 6Identify policies and procedures of an individual or
organisation with a public interest
Planning
Identify policies and procedures of an individual or
organisation with a public interest
Implementation
Develop and execute an action program designed
to bring about public understanding and
Implementation
Develop and execute an action program designed
to bring about public understanding and
Trang 7Marketing public relations
(MPR) functions
Building marketplace excitement before media advertising breaks
Creating advertising news where there is no product news
Introducing a product with little or no advertising
Providing a value-added customer service
Building brand-to-customer bonds
Influencing influentials, providing information to opinion leaders
Improving ROI
Improving ROI
Defending products at risk, giving consumers a reason to buy
Trang 8Firestone
Trang 9Research on public attitudes
Provides input for
Serves as an 'early warning system'
Secures internal cooperation, support
Secures internal cooperation, support
Trang 10Determining public attitudes
Environmental scanning
Environmental scanning
Market intelligence
Trang 11Determining public relations
audiences
The Media
Governments
Financial groups Financial groups The media
Governments
External or independent
Educators Educators
Civic and business organisations
Civic and business organisations
Vendors and Suppliers
Community Members
Community Members
Community members
Internal or associated
Trang 12Evaluating the PR plan
Trang 13Internal communications
Trang 14Corporate communications
Trang 15Corporate advertising
Trang 16Implementing the PR program:
tools
Media releases
Media releases
Media conferences
Media conferences
Trang 17The media release
Trang 18Westpac supports Surf
Lifesaving
Trang 19Westpac takes advantage of the internet
Trang 20Benefits of marketing public
Clutter avoidance
Lead generation
Selectivity Image building
Advantages Disadvantages
Trang 21Why evaluate PR?
Provides management with information about what
has been achieved through public relations activities.
Provides management with information about what
has been achieved through public relations activities.
Provides management with a way to measure public
relations achievements quantitatively.
Provides management with a way to measure public
relations achievements quantitatively.
Allows managers a means to judge the quality of public relations achievements and activities.
Allows managers a means to judge the quality of public relations achievements and activities.
Trang 22Three levels of evaluation
Measure audience reception and understanding of
Measure perceptual and behavioural change
Measure actual PR activities
Trang 23Public relations
Corporate advertising
Advocacy advertising
Image advertising
Non-marketing
PR Planning and evaluation
Trang 24May be out of the marketer’s control
A subset 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.
Trang 25Odwalla assures customers of quality
Trang 26A response to negative
publicity
Trang 27Advantages and disadvantages
of publicity
Inaccuracy, omission or distortion may result
Inaccuracy, omission or distortion may result
Timing difficult or impossible to
control
Timing difficult or impossible to
control Substantial credibility
Trang 28Public relations
Corporate advertising
Advocacy advertising
Image advertising
Non-marketing
PR Planning and evaluation
Trang 29An extension of the PR function
Does not promote a specific
product or service
Does not promote a specific
product or service
Seeks involvement
Trang 30Types of corporate advertising
Positioning ads Sponsorship Recruitment General image ads
Trang 31Shell promotes its innovation
Trang 32Corporate sponsor
Trang 33Advocacy advertising
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.
Trang 34Advocacy advertising (cont.)
Trang 35Cause-related marketing
Cause-related marketing:
is a form of marketing whereby
companies link with charities or
non-profit organisations as contributing
sponsors.
Cause-related marketing:
is a form of marketing whereby
companies link with charities or
non-profit organisations as contributing
sponsors.
Trang 36Avon supports a cause
Trang 37Advantages and disadvantages
of corporate advertising
Raises questions of constitutionality and
ethics
Raises questions of constitutionality and
Excellent vehicle for
positioning the firm
Excellent vehicle for
positioning the firm
Trang 38Measuring corporate
advertising effectiveness
Studies relating to corporate advertising and
share prices
Studies relating to corporate advertising and
share prices Attitude surveys
Focus group research
Measurement
methods
Measurement
methods
Trang 39Summary and conclusions
Public relations has both marketing and non-marketing roles.
Many large companies engage external PR consultants
to manage their PR activities.
Marketers must develop programs to manage positive
and negative public attitudes.
Important tools include media relations, publicity,
sponsorship, corporate advertising, advocacy and
cause-related marketing.
A systematic approach to PR management includes
identifying problems, planning programs and evaluating programs.