Pr & publicity corp  advtg
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Pr & publicity corp advtg

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Pr & publicity corp  advtg Pr & publicity corp advtg Presentation Transcript

  • Public Relations, Publicity and Corporate Advertising
  • Objective of PR Traditional & New role of PR
      • The management function which evaluates public attitude, identifies policies, and procedures of an organization with the public interest, and executes a program of action and communication to earn public understanding and acceptance
      • Traditional Definition – primary responsibility –
        • Creating and maintain a mutually beneficial relationship between the organization and various publics
        • Crisis management
      • New Definition – MPR - closer to the marketing function and includes the traditional definition of PR
      • Designed to promote the organisation, as well as products and services
  • Role of PR
    • PR has 2 major roles
      • Building a strong organizational reputation
      • By creating and maintaining goodwill and stimulating interest between the organisation and its stakeholders with a view to earn public understanding and acceptance
      • 2. Supporting marketing of the organisations’s products and services
      • By providing credibility and cost efficiency (for both Pull and Push Strategies
      • Used synergistically with Advtg. to create awareness and build brand image and a deliver competitive advantage
  • Integrating PR into the Marketing Mix - Marketing PR (MPR) Strategies
      • Building excitement before the advtg breaks
      • Creating advertising news where there is no product news
      • Introducing product with little or no advtg
      • Providing value added customer services
      • Building brand-to-customer bonds
      • Influencing the influentials of society
      • Defending products at risk and giving consumers reasons to buy
  • Advantages of PR
      • High degree of credibility
        • Seen as endorsement by third party – press (parties other than the management). Perceived as more objective than advtg.
      • Cost effective means of carrying a message
        • Does not require time and space to be purchased
        • Absolute costs are minimal – PR agency fees and PR material
      • Targeted way to reach small and specific audiences effectively (because of media fragmentation)
      • Breaks through clutter and resistance to advertising
      • Supports advtg. with credibility – awareness and image building
      • Circumvents resistance to sales effort – helps lead generation
  • Disadvantages of PR
    • Control over message is low
      • the message may be lost / distorted in editing for space and content
    • No control over timing of editorial. Difficult to tie in with advertising
    • Mismanagement and lack of internal co-ordination if PR and marketing depts. work independently
    • No standard effectiveness measures
    • Disadvantages also result from improper implementation of programs
      • not completing the communication process
      • redundancies with the marketing effort
  • PR Target Audiences
    • Target audiences may be categorized as internal or external .
    • Internal audiences include:
      • a. employees
      • b. stockholders and investors
      • c. community members
      • d. suppliers
      • e. customers
    • External audiences may include:
      • a. the media
      • b. educators
      • c. civic and business organizations
      • d. governments
      • e. financial groups
  • Tools used by Public Relations
    • Tools used by Public Relations
      • Publicity
        • Press releases
        • Press conferences
        • Exclusives Interviews
        • Internet
      • Special publications
      • Community activity participation
      • Fund-raising
      • Special event sponsorship
      • Public affairs activities
  • Establishing the PR Plan
    • Define the PR problem – through survey
    • Plan and programme
    • Take action and communicate
    • Evaluate the programme
  • The PR Process
    • Determine and evaluate public attitude as it impacts sales and employee morale - Survey
      • Provides inputs for the planning process
      • Serves as an early warning system
      • Secures support internally
      • Increases effectiveness of communication
    • The PR Plan - communication program
      • Define the public relations problem
      • Identify policies and procedures that are of interest to the specific audiences
      • Plan programme, take action and communicate
      • Evaluate the programme
  • The PR Process Implementing the PR programme
    • Tools used for implementation or delivery include:
      • press releases
      • press conferences
      • exclusives
      • interviews
    • The PR Programs .
      • Creating / finding new stories
      • Events and sports marketing
      • Cause related marketing
      • Product placement
      • Contests
  • The PR Process Measuring the Effectiveness of PR
    • Effectiveness of Public Relations can be measured by
      • personal observation and reaction
      • matching objectives and results
      • the team approach
      • public opinions and surveys
      • management by objectives
      • audits
  • Publicity Publicity is powerful enough to make or break a firm.
  • Publicity
    • Advantages of publicity
      • Credibility is high
      • Perceived endorsement by the media
      • News value
      • Often results in word-of-mouth
      • Low cost (although not totally free) .
    • Disadvantages of publicity
      • Not always under control of organization
        • Timing
        • Accuracy
      • Can be negative (originating from sources other than the firm)
    Nonpersonal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship.
  • Minimizing the Effects of Negative Messages
    • The best way is to have a consistent PR program that has already built the organizational / brand reputation that holds out in times of crisis
    • Have programs to capitalize on, or control and minimize the effects of negative messages
      • press releases, or “leaks” may be used to make sure that the information gets out
      • Publicity can also be managed or turned around to be used as an advantage
  • Publicity Vehicles
    • News Releases
      • Single-page news stories sent to media who might print or broadcast the content
    • Feature Articles
      • Larger manuscripts composed and edited for a particular medium
    • Captioned Photos
      • Photographs with content identified and explained below the picture
    • Press Conferences
      • Meetings and presentations to invited reporters and editors
    • Special Events
      • Sponsorship of events, teams, or programs of public value
  • Advertising Versus Publicity
    • FACTOR ADVERTISING PUBLICITY
    • Control Great Little
    • Credibility Lower Higher
    • Reach Achievable Undetermined
    • Frequency Schedulable Undetermined
    • Cost High & Specific Unspecified/low
    • Flexibility High Low
    • Timing Specifiable Tentative
  • Publicity Measuring Effectiveness
    • Methods are the same as those used for PR
  • Corporate Advertising
  • Corporate Advertising An extension of PR Designed to promote the firm by enhancing image By assuming a position on, or getting involved in a cause / issue
  • Objective of Corp. Advtg
    • Targeted at both internal and external audiences
    • 2 primary objectives
      • Creating a positive image for the firm
      • Communicating the firm’s views / values on business, social, and environmental issues
    • It also helps:
      • Establish an unifying image of a firm that has diversified into many businesses
      • Boosts employee morale / smoothes labour relations
      • Eases consumer uncertainty for newly established products
      • Answers investor questions / eases uncertainty
  • Types of Corporate Advtg.
    • Image advertising
    • Advocacy – taking a position on an issue rather than promoting the firm directly
    • Cause related marketing – supporting non-profit organisations
  • Types of Corporate Advtg. Image Advertising
    • Image advertising creates a -
        • A position for the company
        • Goodwill internally and externally
        • Generates resources – financial and human – recruitment ads, IPO ads
      • Image advertising methods
        • General image / positioning ads
        • Sponsorships ads
        • Recruitment ads
        • Generating financial support ads
      • Sponsorships – sports, charitable causes etc
  • Corporate Advertising Advantages & Disadvantages
    • Advantages
      • An excellent vehicle for positioning a firm
      • Takes advantage of the benefit derived from PR
      • Reaches selected target audiences
    • Disadvantages
      • Questionable effectiveness – ‘waste of money’ ‘Firm must be in trouble’ image
      • Costly form of self-indulgence ‘Consumers are not interested in Corp advertising’
      • Constitutionality / ethics
  • Corporate Advertising Measuring the Effectiveness
    • Methods for evaluating
      • Attitude surveys
      • Studies relating to corp. advtg. and stock prices
      • Focus group research