ADVERTISING:
Public Relations
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Public Relations and IMC
Originally seen as a way to reach
people more cheaply
+ Efficient
• cheaper
• reaches opinion leaders
- Lack of control
- message
- target audience
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Types of Public Relations
Corporate
Product
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• Improve image
• Handle crisis situation
• Publicity
• Product placement
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Types of Corporate Advertising
• Image advertising
Chevron
• Cause-related advertising
American Express
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Corporate Advertising
Advantages:
• Excellent vehicle for positioning the firm
• Takes advantages of benefits of PR
• Reaches a select target market
Disadvantages:
• Questionable effectiveness
• Constitutionality and/or ethics
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Corporate Social Responsibility
Firms are moving away from commercial
sponsorships and promotions and toward
supporting socially responsible causes.
The outcomes can be hard to measure, but
indirect and intangible benefits can be achieved.
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Cause-Related Marketing
Cause related marketing:
is a form of marketing whereby
companies link with charities or
nonprofit organizations as
contributing sponsors.
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Cause-Related Marketing
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Public Relations
• Non-paid, unsponsored, nonpersonal
(media) communications.
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Questions for Evaluating Public
Relations Plans
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?
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Questions for Evaluating Public
Relations Plans
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?
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Public Relations
• Tools used:
• Press Releases
• Events
• Community activity participation
• Fund-raising
• Sponsorship
• Public affairs activities
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Example of a Press Release
October 12, 1998
STOCKHOLM, Sweden (CNN) -- Three U.S. scientists whose work going back decades led to the use
of the wildly popular Viagra anti-impotence drug won a Nobel Prize on Monday. They discovered
that the body uses nitric oxide to regulate blood vessels, a finding that helped in developing Viagra.
The discovery about nitric oxide -- a colorless gas long considered just an air pollutant -- also has
applications for treating conditions ranging from heart disease to shock.
The winners. The $978,000 prize for the category "physiology and medicine" is awarded by Sweden's
Karolinska Institute. This year's awards is divided equally among the three pharmacologists:
Robert Furchgott, 82, does his work at the State University of New York in Brooklyn. "I'm very
pleased,“ he said at his Long Island home. "I truly wasn't sure I'd ever get an award like this. I wasn't
sure that I deserved it."
Zouis Ignarro , 57, is a professor at the University of California-Los Angeles. His wife, Dr. Sharon
Williams, said her husband is "thrilled" and "very surprised." Ignarro was traveling in Europe when
he received the news.
Ferid Murad, 62, is a researcher at the University of Texas Medical School in Houston and formerly did
work at the University of Virginia. Having worked independently of the other two winners, he called
the announcement "a delightful surprise." ( 498 K/ 8 sec. AIFF or WAV sound)
Murad discovered in 1977 that nitroglycerin and similar substances releasenitric oxide, which relaxes
smooth muscle cells.
The Associated Press and Reuters contributed to this report.
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Public Relations can:
•
•
•
•
•
•
Build marketplace excitement B4 ads break
Introduce a product with less advertising
Provide a value-added customer service
Build brand-to-customer bonds
Influence the influentials
Defend companies or products at risk
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PR Advantages and Disadvantages
Advantages:
• credible
• lower cost
• less clutter
• builds image of company with opinion leaders
•
Disadvantages:
• Lack of control
• Hard to get into news
• Usually doesn’t reach target audience
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Quote of the day
What kills a skunk is the
publicity it gives itself.
• Abraham Lincoln
(President)
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