Theories of Communication
Week 12 – Public Relations &
Branding
MMC110
Instructed by Hillarie Zimmermann
Today’s Class
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Guest Lecturer
Student presentation x 2
Review Chapter 9
Group activity
Review homework
Student Presentation
Public Relations – One word to
describe it ….
Public Relations
Toxic Sludge is Good for You
12-5
Public Relations
Value of Public Relations
12-6
What is Public Relations
• A management tool for establishing
beneficial relations with a chosen
audience
• Persuasive communication tool
• “The shadow and the persona”
12-7
Four Steps for Public Relations
• Identify existing relationships
• Evaluate the relationships
• Design policies and methods to improve
the relationship
• Implement the policies and tools
Functions of Public Relations
• External Relations
• Internal Relations
• Media Relations
12-9
Parks Canada Example
• How do you transform a stodgy agency
with declining visitation into a relevant
tourism agency meeting the needs of a
changing visitor?
• Work underway to refurbish the Parks
Canada brand.
12-10
Tylenol Crisis Management
• 1982 – 7 people near Chicago died of
cyanide poisoning from taking Tylenol
capsules
• Be open with the public
• Rely on your strong reputation
• Maintain high ethical standards
12-11
Tiger Woods PR disaster
• Authenticity of the brand – failed to
maintain this
• Minimal PR strategy
• No contact with the media
• “Tiger Woods Affair” got more than 38
million hits in one day
• Apology that came too late
12-12
The Volvo Brand
• Very well established brand
• Where they lead – safety
• How they differentiate from others – environmental
care, modern Scandinavian design
• Qualifiers – premium quality, customer experience,
driver dynamics
12-13
Rethink Alberta
Rethink Alberta video
12-14
Activity – Group Discussion
Read the four public relations case studies.
In groups of four people, discuss the following points and report
back to the class:
• Who was the target audience for the public relations campaign?
Was the campaign trying to attract a difference audience or
establish a different relationship with existing audiences?
• How is the public relations campaign attempting to bring about
awareness of the company or company messages? What tactics
are being used?
• Do you think that a more positive image of the company will
be generated as a result of the public relations
campaign?
12-15
Homework
• Comment on the website – you can make up the weeks that
you have not done yet – remember 20% of your mark is linked
to “Demonstrated Student Leadership”
• Final essay is due on December 10 – no extensions
• Final essay presentations will be done in the December 10th
class – there will be a peer review component to the
presentations
• Please submit your short memo to me about what mark you
should get for DSL – Due by December 10th – no extensions
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Explain to the instructor why you should get the 20% credit for demonstrating
leadership
Also submit the grade out of 20 you think you should get
If you do not submit a memo, you receive no credit
• Last class is on December 10th