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RELATIONSHIP BUILDING

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NEWS RELEASE. TALK SHOWS AND INTERVIEWS. MEDIA TOURS. ARTCLES BY MEDIA AND LETTERS TO THE EDITORS ... ENTERTAINMENT. FESTIVALS,FARES AND ANNUAL EVENTS. ARTS ... – PowerPoint PPT presentation

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Title: RELATIONSHIP BUILDING


1
CHAPTER 11
  • RELATIONSHIP BUILDING

2
PUBLICITY,PR,CORPORATE SPONSORSHIP AND ADVERTISING
  • PUBLICITY AND PUBLIC RELATIONS
  • DIFFERENCE BETWEEN PUBLICITY AND ADVERTISING
  • USE OF PUBLIC RELATIONS AS ADVERTISING TOOL
  • IMPACT OF NEGATIVE PUBLICITY

3
OBJECTIVES
  • MESSAGE EXPOSURE(REACH,FREQUENCY AND QUALITY
  • AWARENESS AND UNDERSTANDING
  • ATTITUDE CHANGE
  • DESIRED BEHAVIOR

4
PUBLIC RELATIONS/PUBLICITY TOOLS
  • CONTROLLED MEDIA
  • HOUSE ADS AND LOBBYING
  • PUBLIC SERVICE ANNOUNCEMENTS
  • CORPORATE,INSTITUTIONAL AND ADVOCACY ADS
  • PUBLICATIONS-FLYERS,BROCHURES,MAGAZINES

5
  • ANNUAL REPORTS
  • SPEAKERS AND PHOTOGRAPHS
  • FILMS,DISPLAYS,EXIBITS
  • STAGED EVENTS

6
  • UNCONTROLLED MEDIA
  • NEWS RELEASE
  • TALK SHOWS AND INTERVIEWS
  • MEDIA TOURS
  • ARTCLES BY MEDIA AND LETTERS TO THE EDITORS

7
  • SEMI-CONTROLLED MEDIA
  • ELECTRONIC COMMUNICATIONS(WEBSITES,CHAT ROOMS)
  • SPECIAL EVENTS AND SPONSORSHIPS
  • ETHICAL ISSUES ON PUBLIC RELATIONS

8
TYPES OF PUBLIC RELATIONS
  • MEDIA,EMPLOYEE,FINANCIAL AND CORPORATE RELATIONS
  • PUBLIC AFFAIRS AND LOBBYING
  • FUND RAISING AND MEMEBRSHIP DRIVES
  • CRISIS MANAGEMENT
  • COMMUNITY INVOLVEMENT

9
SPONSORSHIP
  • BENEFITS OF SPONSORSHIP
  • PUBLIC APPROVAL
  • INVOLVEMENT OF STAKEHOLDERS
  • HIGHLY SELECTIVE-FACE TO FACE ACCESS
  • ENHANCES COMPANY IMAGE
  • FAN AND EMPLOYEE LOYALTY

10
TYPES OF SPONSORSHIPS
  • SPORTS( MOST MONEY SPENT)ENTERTAINMENTFESTIVALS,
    FARES AND ANNUAL EVENTSARTS AND CULTURE AND
    CAUSESVENUE MARKETINGPROBLEMS IN MEASUREMENT

11
CORPORATE ADVERTISING
  • OBJECTIVES (MULTI- TARGET)
  • CORPORATE OR INSTITUTIONAL ADVERTISING
  • ADVOCACY OR CAUSE ADVERTISEMENTS
  • CHECK PORTFOLIO REVIEW P359-364
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