Intro to Marketing
Mr. Bernstein
Public Relations: Starbucks Case Study
November 17, 2014
Intro to Marketing
Mr. Bernstein
Promotions
Sales
Promotions
Advertising
Promotional
Elements
Publicity
Personal
Selling
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Intro to Marketing
Mr. Bernstein
Public Relations
The management of a message between an
individual or organization and the public
Primary purpose is to persuade stakeholders to
adopt a certain point of view about a project or
product (helps biz conditions in the future…)
The media is not paid to communicate Publicity
Ideal End Result of Public Relations
Information which serves both the company or
product and the public interest
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Intro to Marketing
Mr. Bernstein
Who are Starbucks’ stakeholders?
Stakeholders are groups or individuals that can
affect or be affected by the actions of the business:
Communities
Politicians (i.e., Dutch tax breaks:
http://online.wsj.com/articles/starbucks-dutch-taxdeal-may-constitute-illegal-state-aid-says-eu1415952205)
Employees
Investors/Lenders
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Intro to Marketing
Mr. Bernstein
Four Core Elements of Public Relations
Retain and create goodwill
First do good, then take credit for it (!)
Identify and effectively communicate points of view
to well-defined targets
It is a planned activity
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Intro to Marketing
Mr. Bernstein
Effective Public Relations
Must follow various legal guidelines
Are part of an overall plan of action
Aims for measurable benchmarks
Builds relationships and partnerships
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Intro to Marketing
Mr. Bernstein
Exercise 1
Group 1: What are the Goals of the PR campaign?
Group 2: How does the campaign measure success?
Group 3: What were the results/outcomes of the
campaign?
Group 4: How did the campaign integrate with other
Promotions?
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Intro to Marketing
Mr. Bernstein
Exercise 2 - Each Group:
1. Create examples of actions which would
integrate or leverage the PR campaign with
other promotions
2. Describe how the campaign could relate to the
other P’s – Price, Product and Place
(distribution)
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