At the end of this lecture, you will be able to understand: Meaning and Scope of Publicity and Public Relations Its Relationship and Function with Other IMC Tools Function of Public Relations Different Models of Public Relations Difference Between Advertising and Publicity Different types of corporate advertising
PUBLIC• A public is any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives.
PUBLICITY• PUBLICITY is any communication about an organization, its products, or policies through the media not paid for by the organization.• TYPES: – Good Publicity – Bad Publicity• THREE MEANS – Prepare & distribute a story – Personal communication with a group – One-on-one personal communication (Lobbying)
Advertising Versus Publicity Factor Factor Advertising Advertising Publicity Publicity Control Control Great Great Little LittleCredibilityCredibility Lower Lower Higher Higher Reach Reach Measurable Measurable Undetermined UndeterminedFrequencyFrequency Schedulable Schedulable Uncontrollable Uncontrollable Cost Cost High/Specific High/Specific Low/Unspecified Low/UnspecifiedFlexibilityFlexibility High High Low Low Timing Timing Specifiable Specifiable Tentative Tentative
Indias biggest sporting extravaganza, IPL, gets off to a cracking start
Coca-Cola in India: Controversy and Comeback Controversy• In 2003, Coca-cola was accused for alleged impurities in their drinks.• Found elevated pesticide levels in carbonated drinks made by Coca-Cola.
Results of Controversy• Several states banned the drinks from government canteens and schools.• Immediate 10 per cent plunge in sales.
Suppose you are the brandmanager for Coca Cola India, whatwill you do in such situation
How did Coca-Cola Tackle with Tarnished Consumer Trust?• Carefully-worded statements by industry experts in support of the Coca-Cola.• Assurance by senior scientists.• Intensive communication and engagement strategy.• Use of Aamir Khan and Smriti Irani to regain faith of Indian consumers• Guided tours of its manufacturing facilities to showcase its commitment to quality