Chapter 18
Relationship Building: Public
Relations, Sponsorship, and
Corporate Advertising Epilogue
Repositioning a Brand
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Overview
The role of PR, sponsorships, and
corporate advertising in relationship
to marketing and IMC
18-2
Chapter Objectives
Distinguish between
advertising & public
relations
Identify the tools public
relations practitioners
use
Discuss key elements of
crisis communications
Explain how event
sponsorships fit into an
IMC plan
Describe the difference
between press agentry
& publicity
Define advocacy
advertising & debate its
role in a free society
Explain the role of corporate
identity advertising
18-3
The Role of Public Relations
PR manages communication between
stakeholders (publics) in order to:
Develop
goodwill
Affect
public
opinion
Improve
reputation
18-4
The Role of Public Relations
Fox tries to
convince
others to
advertise on
its station
18-5
PR vs. Public Relations
Advertising
PR
Perceived
Bias
Ads delivered by
purchased media
PR messages not
openly sponsored
Precision
& Results
Ads placed for
reach & frequency
PR picked up by
external media
Ad industry focuses
on marketing
communications
PR used to establish
and maintain
relationships
Practitioner
Goals &
Orientation
18-6
PR Activities
Planning &
Research
Reputation
Management
Public
Affairs &
Lobbying
Publicity
Press
Agentry
Crisis
Communications
Community
Involvement
Speechwriting
18-7
PR Activities (continued)
Fundraising,
membership
Publications
Corporate
blogs
News releases
& media kits
Leaflets, books,
brochures
Annual
reports
Posters,
bulletin boards
Audiovisual
materials
Speeches,
position papers
Special
events
18-8
Corporate Blog Checklist
Know the environment
Offer value
Determine your purpose
Ask if you have readers
Practice, practice, practice
Avoid hype & puffery
Share control
Monitor Wikipedia
Live up to the commitment
Make it part of IMC plan
18-9
The Public Relations Job
Rainforest
Action
Network
fundraising ad
18-10
The Public Relations Job
News
Releases
Press
Kits
Multimedia
Posters &
Exhibits
PR
Tools
Printed
Materials
Photos
Feature
Articles
18-11
Press Release from Wal-Mart
18-12
Role of the Press Release
Protects against misquotes
Permanently records the information
Standardized format speeds the process
Format is easily reproduced and transferred
Ensures all recipients get the same message
18-13
Sponsorship & Events
Sponsorship:
Philanthropy:
cash or in-kind payment for a
commercial opportunity
support of a cause without
commercial incentive
Sponsorship Advantages
Sponsorship Drawbacks
• Public approves of it
• Stakeholders get involved
• Target highly selfselective
• Face-to-face interaction
• Enhances public image
• Can boost employee
morale
• Rapid conversion of fan
loyalty into sales
• Cost can be too high for a
single sponsor
• Cosponsored events can
• be cluttered
• Return-on-investment
hard to gauge
18-14
Types of Sponsorship
Annual
sponsorship
spending
in North
America
($ in millions)
18-15
Types of Sponsorship
Sports
Marketing
Entertainment
Festivals, Fairs, and
Annual Events
Causes
Arts and Culture
Venue Marketing
18-16
Types of Sponsorship
Annual sponsorship spending in
North America
18-17
Types of Sponsorship
Adidas sponsored Chinese Olympic
athletes in 2008
18-18
Methods of Sponsorship
Companies can
buy into an
existing event
or
They can
create a new
event of their own
Good fit between sponsor and brand
is most important
18-19
Measuring Sponsorship Results
IEG’s suggestions for measuring the value of events:
Establish clear
objectives
Set measurable
goals
Measure against a
benchmark
Don’t change other
variables during
sponsorship
Incorporate
evaluation tools
Establish a budget
at the outset
Pre- &
post-event
Surveys
Media
spending
equivalenc
y
Revenue
tracking
devices
18-20
Corporate Advertising
Goals of Corporate Communications
Improve
Public
Relations
Establish
Corporate
Identity
Recruit
New
Employees
18-21
Corporate Advertising
Hac Job uses corporate advertising to communicate
its name and raise awareness of it’s services
18-22