Pr, publicity


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Pr, publicity

  1. 1. PR, Publicity and Corporate Advertising
  2. 2. Public Relations <ul><li>What is PR and how does it differ from other elements of marketing communication ? </li></ul><ul><li>The management function that evaluates public attitudes, identifies policies and procedures of an organisation with public interest, and executes a program of action (and communication) to earn public understanding and acceptance </li></ul>
  3. 3. Public Relations <ul><li>PR is a management function which extends itself to all organisations including non-profit one </li></ul><ul><li>Involves three stages </li></ul><ul><li>Determination/evaluation of public attitudes </li></ul><ul><li>Identification of policies and procedures of an organisation with public interest </li></ul><ul><li>Development of a communications program designed to bring about public understanding and acceptance </li></ul>
  4. 4. The Role of PR <ul><li>The traditional perspective of PR is as a non-marketing function </li></ul><ul><li>To maintain a mutually beneficial relationship between the organisation and its publics </li></ul><ul><li>Which includes not just customers but employees, investors, special interest groups etc </li></ul><ul><li>At the other end PR is considered as part of the marketing communication function </li></ul>
  5. 5. The Role of PR <ul><li>The new role of PR envisions both strong PR and strong marketing departments </li></ul><ul><li>Where both work together to provide the best overall image of the firm and its products </li></ul><ul><li>PR therefore contributes in its own way but in a way that is consistent with marketing goals </li></ul>
  6. 6. Integrating PR into the Promotional mix <ul><li>Given the broader responsibility of PR the issue is how to integrate it into the promotional mix </li></ul><ul><li>The organisation structure can give both functions the same roles </li></ul>
  7. 7. Marketing Public Relations (MPR) <ul><li>These are PR activities designed to support marketing objectives </li></ul><ul><li>Marketing objectives that may be aided by public relations activities include raising awareness, informing and educating, gaining understanding, building trust, giving consumers a reason to buy and motivating consumer acceptance </li></ul>
  8. 8. Marketing Public Relations (MPR) <ul><li>MPR adds value to IMC programs in a number of ways </li></ul><ul><li>Building market place excitement before media advertising breaks e.g. Volkswagen Beetle </li></ul><ul><li>Creating advertising news where there is no product news </li></ul><ul><li>Introducing a product with little or no advertising e.g. Body Shop </li></ul>
  9. 9. Marketing Public Relations (MPR) <ul><li>Providing value added customer service </li></ul><ul><li>Building brand-to-customer bonds </li></ul><ul><li>Influencing the influential – providing information to opinion leaders </li></ul><ul><li>Defending products at risk and giving consumers a reason to buy </li></ul>
  10. 10. Advantages of using MPR <ul><li>It is a cost –effective way to reach the market </li></ul><ul><li>It achieves credibility </li></ul><ul><li>Benefits from endorsement of independent and objective third parties </li></ul><ul><li>Supports advertising programs </li></ul><ul><li>Breaks the clutter </li></ul><ul><li>Circumvents consumer resistance to sales effort </li></ul>
  11. 11. Disadvantages of using MPR <ul><li>Lack of control over media </li></ul><ul><li>Difficult to tie in slogans and other advertising devices </li></ul><ul><li>Time and media space not guaranteed </li></ul>
  12. 12. Relevant Target audience <ul><li>Internal </li></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Stock holders </li></ul></ul><ul><ul><li>Community members </li></ul></ul><ul><ul><li>Suppliers and customers </li></ul></ul>
  13. 13. Relevant Target audience <ul><li>External </li></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Civic and business organisations </li></ul></ul><ul><ul><li>Governments </li></ul></ul><ul><ul><li>Financial groups </li></ul></ul>
  14. 14. Implementing the PR program <ul><li>PR tools </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Press conferences </li></ul></ul><ul><ul><li>Exclusives </li></ul></ul><ul><ul><li>Interviews </li></ul></ul><ul><ul><li>Community involvement </li></ul></ul><ul><ul><li>Internet </li></ul></ul>
  15. 15. Publicity <ul><li>Is the dissemination of information to spread knowledge among the public for a cause, event, organisation or product/service </li></ul><ul><li>Publicity can be good or bad </li></ul><ul><li>Companies should attempt to manage their publicity by keeping a good relationship with the press and informing them about activities that would influence public opinion positively </li></ul>
  16. 16. Corporate Communication <ul><li>Is the communication issued by a corporate body to the public </li></ul><ul><li>Public could include both internal and external </li></ul><ul><li>Usually takes the form of Corporate advertising </li></ul><ul><li>It is more PR than sales promotion </li></ul><ul><li>The objective is to build the awareness and corporate image or reputation of the company </li></ul>