Ch. 17 Public Relations, Publicity, and Corporate Advertising

1
Ch. 17 Public Relations, Publicity, and
Corporate Advertising

• Public Relations
• a management function that has as its primary
  responsibility the goal of communicating and
  gaining acceptance of the organizations policies
  and programs within its various communities.

2
Public Relations with Whom?

• Who could be the internal target audience?
• Who could be the external target audience?

3
Six Occasions for PR

• Communication with Audiences (Internal/External)
• Community Relations
• Product Launch
• Product Re-launch
• Product Support
• Crisis Management

4
Tools of PR

• Includes
• Press releases
• Press conferences
• Video press releases
• Community involvement
• Corporate advertising
• Advocacy and cause-related advertising
• Crisis management

5
Advantages/Limitations of PR

• More credible than advertising
• Excellent for building trust and company image
  among consumers
• Interest (lead) generation
• Ability to reach specific groups
• Lower cost than advertising
• Less clutter
• Limitations?

6
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
7
Publicity

• Publicity
• Difference b/t Public Relations and Publicity

8
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

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Types of Corporate Advertising

• Image advertising
• Advocacy advertising
• Cause-related marketing

10
Crisis Management

• Before the crisis

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Crisis Management (cont.)

• During the Crisis

12
Crisis Management (cont.)

• Press briefings
• Avoid

13
Measuring Effectiveness of PR

• Most Common Methods
• Like measuring advertising by media placements