17
Public Relations, Publicity, and
Corporate Advertising
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
Public Relations Defined
A management function
Which evaluates public attitudes
And identifies the policies and procedures
Of an organization with the public interest
And executes a program of action (& communication)
To earn public understanding and acceptance
17-2
Public Relations Management Stages
Determination and
evaluation of public
attitudes
PR
Identification of policies
and procedures
Development and
execution of the
program
17-3
Integration of PR into the Promotional Mix
Separate Functions
Marketing
Department
Public
Relations
Coordinated and Equal
Marketing
Department
Public
Relations
Integrated
Marketing
Department
Public
Relations
17-4
Marketing Public Relations Functions
Build market excitement before media ads break
Defend products at risk, give consumers reason to buy
Create ad news where there is no product news
Introduce a product with little or no advertising
Provide a value-added customer service
Build brand-to-customer bonds
Influence the influentials
Improve ROI
17-5
Benefits of MPR
A cost-effective way to
reach the market
Breaks though the
clutter
Highly targeted way to
conduct public relations
Circumvents resistance
to sales efforts
Endorsements by
independent third
parties
Improved media
involvement
w/customers
Achievement of
credibility
Creates influence
among opinion leaders
Makes advertising
messages more credible
Improved ROI
17-6
Disadvantages of MRP
Lack of control over media
Difficult to tie in slogans or other
advertising devices
Media time and space aren’t
guaranteed
No standards for effective
measurement
17-7
The Process of Public Relations
Determining and Evaluating Public Attitudes
Establishing a PR Plan
Developing and Executing a PR Program
Measuring Program Effectiveness
17-8
Implementing the PR Program
Press
Releases
Press
Conferences
Interviews
PR Tools
The
Internet
Exclusives
Community
Involvement
17-9
Advantages of Public Relations
Credibility
Image
Building
Cost
Savings
PR
Provides
Avoidance
of Clutter
Selectivity
Lead
Generation
17-10
Potential Problems of Public Relations
Potential for incomplete
communication process
Potential
Problems
Receiver not making
connection to the source
Lack of coordination with
marketing dept.
Inconsistent, redundant
communications
17-11
Publicity versus Public Relations
Publicity:
The generation of news about a person,
product, or service that appears in the media
A short-term strategy
A subset of public relations
Not always positive
Often originates outside the firm
17-12
Pros and Cons of Publicity
Advantages
Disadvantages
Substantial credibility
Timing difficult or
impossible to control
News value
Inaccuracy, omission,
or distortion
may result
Significant word-ofmouth
Perception of media
endorsement
17-13
Corporate Advertising
An extension of the PR
function
Does not promote a specific
product or service
Promotes the organization
Image
enhancement
Assuming a
position on an
issue or cause
Seeks
involvement
17-14
Types of Corporate Advertising
Image
Advertising
General Image Ads
Positioning Ads
Event
Sponsorship
Sponsorships
Recruitment
Advocacy
Advertising
Financial Support
Cause-related
Advertising
17-15