Public Relations
Part 5: Integration and Evaluation
Chapter 17
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ADVERTISING Principles and Effective IMC Practice
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Key Points
Explain what Public Relations is and how it
differs from advertising
Describe the most common types of PR
programs
Analyze the key decisions in PR planning
Explain the most common types of PR
tools
Discuss the importance of measuring the
results of PR efforts
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The Practice of Public Relations
Used to generate goodwill for an
organization
Helps an organization and its publics
relate to each other (stakeholders)
Publicity getting news media coverage
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Comparing Public Relations and Advertising

PR
-PR attempts to company more broadly.
-PR goals attempt to build goodwill of
organization
-PR prepares the materials persuasively to
gain acceptance of gatekeepers who
decide which among many stories will be
covered e.g. editors, news director
(publicity: gain press coverage of the
PR events)
PR tend to use more “Uncontrolled media”
(gatekeeper involved) e.g. mass media
- PR is more credible coz it appears as
news & involves the third-person
endorsement
- PR is more effective if the org.’s trust
tends to be high + access the media
channel is open
 Advertising
- Ad messages deal with
product/services
- Ad goals usu. Involve the sales of p/d
- Advertising buys space & time
- Ad tends to use more “Controlled
media”
- Ad is the paid form
- If the org’s trust is low, ad is used to
present organization’s viewpoint &
restart rebuilding their reputation
Media Use, control, Credibility
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ADVERTISING Principles and Effective IMC Practice
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PR Objective
 Creating a corporate brand
 Shaping or redefining a corporate reputation
 Positioning or repositioning a company or brand
 Moving brand to new market or a global market
 Launching a new product or brand
 Disseminating news about a brand, co. or
organization
 Providing broduct or brand info.
 Changing stakeholder attitudes, opinions, or
behaviors about a brand or co.
Etc.
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ADVERTISING Principles and Effective IMC Practice
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Twenty Key Publics
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Types of Public Relations Programs
Media relations
 Focuses on developing media contacts e.g. mass media
 Knowing who in the media might be interested in the organization’s story
Employee relations
 Programs that communicate information to employees
 Internal marketing: communication efforts aimed at informing employees
about marketing programs & encouraging their support
Financial relations
All communication efforts aimed at the financial community e.g. bank, financial
institute
Public affairs
 Corporate communication programs with government and with the public on
issues related to government and regulation
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Types of Public Relations Programs
Fund-raising
-- The practice of raising money by collecting donations
Cause marketing
 When companies associate themselves with a cause, providing assistance and
financial support
 “doing good thing and getting credit for it”
Crisis management
 Planning and executing communication during times of organization crisis
 The program that plan to anticipate the possibility of a disaster and plan how to deal
with the bad news and all the affected publics.
 Avoid and ease the damage if occurs
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ADVERTISING Principles and Effective IMC Practice
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Public relations Tools
Controllable
House ads.
Corporate ads.
Advocacy ads.
Publications
Media kits
Speaker, Photos,
and Films
Visual presentation
Annual report
Public service ads
Display,exhibition
Special event
Wells, Moriarty, Burnett & Lwin - Xth Edition
Uncontrollable
Public service announcement
Press release
Press conference
Media tours
Interview shows
Bylines articles
Filter,historical pieces
Semi-controlled
Special event &
Sponsorships
Word of Buzz
Online communication site
Extranet,Intranet,WWW
ADVERTISING Principles and Effective IMC Practice
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Corporate Ad.
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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