Ch. 17 Public Relations, Publicity, and
Corporate Advertising
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Public Relations –
a management function that has as its primary
responsibility the goal of communicating and
gaining acceptance of the organization’s policies
and programs within its various communities.
Public Relations with Whom?
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Who could be the internal target audience?
Who could be the external target audience?
Six Occasions for PR
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Communication with Audiences (Internal/External)
Community Relations
Product Launch
Product Re-launch
Product Support
Crisis Management
Tools of PR
Includes:
Press releases
– Press conferences
– Video press releases
– Community involvement
– Corporate advertising
– Advocacy and cause-related advertising
– Crisis management
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Advantages/Limitations of PR
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More credible than advertising
Excellent for building trust and company image among
consumers
 Interest (lead) generation
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Ability to reach specific groups
Lower cost than advertising
 Less clutter
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Limitations?
Process of Conducting Public Relations
Determining and Evaluating Public Attitudes
Establishing a Public Relations Plan
Developing and Executing the PR Program
• Determining relevant target audience (In/External)
• Implementing the Public Relations program
Evaluating the PR Program
Publicity
Publicity refers to the generation of news about a person,
product, or service that appears in broadcast or print
media.
Difference b/t Public Relations and Publicity
Corporate Advertising
Corporate advertising is designed to promote the firm
overall -- either by enhancing its image, assuming a
position on a social issue or cause, or seeking direct
involvement from the market.
Objectives of Corporate Advertising
More specific applications include:
Types of Corporate Advertising
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Image advertising
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Advocacy advertising
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Cause-related marketing
Crisis Management
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Before the crisis
Crisis Management (cont.)
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During the Crisis
Crisis Management (cont.)
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Press briefings:
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Avoid:
Measuring Effectiveness of PR
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Most Common Methods:
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Like measuring advertising by media placements