Public Relations Sponsorship Programs Chapter 13 13-
Chapter Overview 13- <ul><li>Public relations </li></ul><ul><ul><ul><li>Public relations functions </li></ul></ul></ul><ul...
Public Relations <ul><li>Public relations department </li></ul><ul><ul><li>Separate entity </li></ul></ul><ul><ul><li>Part...
Public Relations Functions 13- <ul><li>Identify internal and external stakeholders </li></ul><ul><li>Assess the corporate ...
Stakeholders <ul><li>Employees </li></ul><ul><li>Unions </li></ul><ul><li>Management </li></ul><ul><li>Shareholders </li><...
Stakeholders 13- <ul><li>Internal </li></ul><ul><ul><li>Employees powerful channel </li></ul></ul><ul><ul><li>Receive cons...
Corporate Social Responsibility 13- <ul><li>Reputation is fragile, but valuable </li></ul><ul><li>Negative view of busines...
13- <ul><li>Undertaken by management </li></ul><ul><li>Organizations need </li></ul><ul><ul><li>Ethical guidelines for all...
Factors Affecting Corporate Image 13- <ul><li>Discrimination </li></ul><ul><li>Harassment </li></ul><ul><li>Pollution </li...
Creating a Positive Image <ul><li>Cause-related Marketing </li></ul><ul><li>Green marketing </li></ul><ul><li>Pro-environm...
Cause-Related Marketing 13- <ul><li>Businesses spend over $600 million in cause-related marketing </li></ul><ul><li>Consum...
<ul><li>Causes should relate to firm’s business. </li></ul><ul><li>Good fit important. </li></ul><ul><li>Benefits not-for-...
Causes Consumers Support <ul><li>Improve public schools – 52% </li></ul><ul><li>Dropout prevention – 34% </li></ul><ul><li...
<ul><li>Consumer survey </li></ul><ul><ul><li>Try to save electricity (58%) </li></ul></ul><ul><ul><li>Recycle newspapers ...
<ul><li>True Blue Green (9%)  – Strong environmental values, politically active. Heavy users of green products </li></ul><...
P.R. Damage Control Strategies <ul><li>Proactive strategies </li></ul><ul><ul><li>Entitling </li></ul></ul><ul><ul><li>Enh...
If an Apology Strategy is Necessary 13- <ul><li>Show real guilt, embarrassment, or regret  (Can’t be faked). </li></ul><ul...
<ul><li>Conscious or unconscious attempt to control image </li></ul><ul><li>Understand Igniters </li></ul><ul><li>Remedial...
Sponsorships   <ul><li>Enhance corporate image. </li></ul><ul><li>Increase firm visibility. </li></ul><ul><li>Differentiat...
Sponsorships and Event Marketing in the U.S. <ul><li>Sports (68.8%) </li></ul><ul><li>Entertainment, tours, and attraction...
What is the likelihood that a fan will buy a sponsor’s product? <ul><li>NASCAR 72% </li></ul><ul><li>Tennis 52% </li></ul>...
Maximizing Event Marketing <ul><li>Determine objectives </li></ul><ul><li>Match event with customers, vendors, and employe...
Crises Management <ul><li>Stay reasonably calm . .don’t panic </li></ul><ul><ul><li>Don’t let it read as a desperate situa...
Crises Management 2 <ul><li>Respond quickly </li></ul><ul><ul><li>The longer it’s out there without rebuttal, the more lik...
Crises Management 3 <ul><li>7. Get 3 rd  parties to support your position </li></ul><ul><ul><li>The Goodyear blimp factor....
Crises Management 4 <ul><li>10.  Understand Pack Journalism </li></ul><ul><ul><li>Very little original reporting – all wri...
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  1. 1. Public Relations Sponsorship Programs Chapter 13 13-
  2. 2. Chapter Overview 13- <ul><li>Public relations </li></ul><ul><ul><ul><li>Public relations functions </li></ul></ul></ul><ul><ul><ul><li>Stakeholders </li></ul></ul></ul><ul><ul><ul><li>Assessing corporate reputation </li></ul></ul></ul><ul><ul><ul><li>Social responsibility </li></ul></ul></ul><ul><ul><ul><li>Damage control </li></ul></ul></ul><ul><li>Sponsorships </li></ul><ul><li>Event marketing </li></ul>
  3. 3. Public Relations <ul><li>Public relations department </li></ul><ul><ul><li>Separate entity </li></ul></ul><ul><ul><li>Part of marketing department </li></ul></ul><ul><ul><li>Department of Communications </li></ul></ul><ul><li>Public relations tools </li></ul><ul><li>Goal  hits </li></ul><ul><li>Develop PR strategy that fits with IMC </li></ul><ul><li>Monitor actions and opinions </li></ul>13-
  4. 4. Public Relations Functions 13- <ul><li>Identify internal and external stakeholders </li></ul><ul><li>Assess the corporate reputation </li></ul><ul><li>Audit corporate social responsibility </li></ul><ul><li>Create positive image-building activities </li></ul><ul><li>Prevent or reduce image damage </li></ul>
  5. 5. Stakeholders <ul><li>Employees </li></ul><ul><li>Unions </li></ul><ul><li>Management </li></ul><ul><li>Shareholders </li></ul><ul><li>Customers </li></ul><ul><li>Media </li></ul><ul><li>Local community </li></ul><ul><li>Financial community </li></ul><ul><li>Special-interest groups </li></ul><ul><li>Channel members </li></ul><ul><li>Government </li></ul>13-
  6. 6. Stakeholders 13- <ul><li>Internal </li></ul><ul><ul><li>Employees powerful channel </li></ul></ul><ul><ul><li>Receive constant communications </li></ul></ul><ul><ul><li>Work with HR department </li></ul></ul><ul><li>External </li></ul><ul><ul><li>Company has little or no influence </li></ul></ul><ul><ul><li>Planned contact points </li></ul></ul><ul><ul><li>Unplanned contact points </li></ul></ul>
  7. 7. Corporate Social Responsibility 13- <ul><li>Reputation is fragile, but valuable </li></ul><ul><li>Negative view of businesses </li></ul><ul><li>Ongoing reputation assessment </li></ul><ul><li>Monitor corporate reputation </li></ul><ul><ul><li>Less than half have someone assigned </li></ul></ul>
  8. 8. 13- <ul><li>Undertaken by management </li></ul><ul><li>Organizations need </li></ul><ul><ul><li>Ethical guidelines for all employees </li></ul></ul><ul><ul><li>Code of ethics </li></ul></ul><ul><ul><li>Ethical hotline </li></ul></ul>Corporate Social Responsibility Audit:
  9. 9. Factors Affecting Corporate Image 13- <ul><li>Discrimination </li></ul><ul><li>Harassment </li></ul><ul><li>Pollution </li></ul><ul><li>Misleading communications </li></ul><ul><li>Deceptive communications </li></ul><ul><li>Offensive communications </li></ul><ul><li>Empowerment of employees </li></ul><ul><li>Charitable contributions </li></ul><ul><li>Sponsoring local events </li></ul><ul><li>Selling environmentally safe products </li></ul><ul><li>Outplacement programs </li></ul><ul><li>Support community events </li></ul>Image Destroying Image Building (almost everything)
  10. 10. Creating a Positive Image <ul><li>Cause-related Marketing </li></ul><ul><li>Green marketing </li></ul><ul><li>Pro-environment activities </li></ul>13-
  11. 11. Cause-Related Marketing 13- <ul><li>Businesses spend over $600 million in cause-related marketing </li></ul><ul><li>Consumer studies: </li></ul><ul><ul><li>Nearly 50% switch brands, increase usage, try new brand </li></ul></ul><ul><ul><li>46% felt better about using product when company supported a particular cause </li></ul></ul><ul><li>Cause liked by one – disliked by another </li></ul>
  12. 12. <ul><li>Causes should relate to firm’s business. </li></ul><ul><li>Good fit important. </li></ul><ul><li>Benefits not-for-profit organizations. </li></ul><ul><li>Not-for-profits compete for donations. </li></ul><ul><li>Publicizing causes </li></ul><ul><ul><li>Public recognizes companies need to benefit. </li></ul></ul><ul><ul><li>Should publicize moderately </li></ul></ul>13- Cause-Related Marketing
  13. 13. Causes Consumers Support <ul><li>Improve public schools – 52% </li></ul><ul><li>Dropout prevention – 34% </li></ul><ul><li>Scholarships – 28% </li></ul><ul><li>Cleanup environment – 27% </li></ul><ul><li>Community health education – 25% </li></ul>13-
  14. 14. <ul><li>Consumer survey </li></ul><ul><ul><li>Try to save electricity (58%) </li></ul></ul><ul><ul><li>Recycle newspapers (46%) </li></ul></ul><ul><ul><li>Return bottles and cans (45%) </li></ul></ul><ul><ul><li>Buy products of recycled materials (23%) </li></ul></ul><ul><li>Consumers not willing to sacrifice </li></ul><ul><ul><li>Price, Quality </li></ul></ul><ul><ul><li>Convenience, Availability </li></ul></ul><ul><ul><li>Performance </li></ul></ul>Green Marketing 13-
  15. 15. <ul><li>True Blue Green (9%) – Strong environmental values, politically active. Heavy users of green products </li></ul><ul><li>Greenback Greens (6%) – Strong environmental values, not politically active. Heavy users of green products </li></ul><ul><li>Sprouts (31%) – Believe in theory, but not in practice. Will buy green but only if equal to or superior to non-green products. </li></ul><ul><li>Grousers (19%) – Uneducated about environmental issues, cynical about their ability to effect change. Green products are too expensive and inferior. </li></ul><ul><li>Basic Browns (33%) – Don’t care about environmental issues or social issues. </li></ul>F I G U R E 1 3 . 5 U.S. Consumer’s Segmented by Attitudes Toward Support of Green Marketing Source: Jill Meredith Ginsberg and Paul N. Bloom, “Choosing the Right Green Marketing Strategy,” MIT Sloan Management Review , Vol. 46, No. 1 (Fall 2004), pp. 79-84. 13-
  16. 16. P.R. Damage Control Strategies <ul><li>Proactive strategies </li></ul><ul><ul><li>Entitling </li></ul></ul><ul><ul><li>Enhancements </li></ul></ul><ul><li>Reactive strategies </li></ul><ul><ul><li>Internet interventions </li></ul></ul><ul><ul><li>Crisis management programs </li></ul></ul><ul><ul><li>Impression management techniques </li></ul></ul>13-
  17. 17. If an Apology Strategy is Necessary 13- <ul><li>Show real guilt, embarrassment, or regret (Can’t be faked). </li></ul><ul><li>Recognize inappropriate behavior; accept sanctions because of wrong behavior. </li></ul><ul><li>Reject the inappropriate behavior. </li></ul><ul><li>Approve of appropriate (or remedial) behavior; promise not to do it again. </li></ul><ul><li>Offer compensation or penance to correct the wrong. </li></ul><ul><li>Hope for the best! </li></ul>
  18. 18. <ul><li>Conscious or unconscious attempt to control image </li></ul><ul><li>Understand Igniters </li></ul><ul><li>Remedial tactics </li></ul><ul><ul><li>Expression of innocence </li></ul></ul><ul><ul><li>Excuses </li></ul></ul><ul><ul><li>Justifications </li></ul></ul><ul><ul><li>Other explanations </li></ul></ul>Impression Management 13- Value Image!
  19. 19. Sponsorships <ul><li>Enhance corporate image. </li></ul><ul><li>Increase firm visibility. </li></ul><ul><li>Differentiate a company or brand. </li></ul><ul><li>Showcase specific goods or services. </li></ul><ul><li>Develop a closer relationship with current and prospective customers. </li></ul><ul><li>Unload excess inventory. </li></ul>13- Objectives:
  20. 20. Sponsorships and Event Marketing in the U.S. <ul><li>Sports (68.8%) </li></ul><ul><li>Entertainment, tours, and attractions (9.8%) </li></ul><ul><li>Causes (8.9%) </li></ul><ul><li>Festivals, fairs, and annual events (7.1%) </li></ul><ul><li>Arts (5.4%) </li></ul>13-
  21. 21. What is the likelihood that a fan will buy a sponsor’s product? <ul><li>NASCAR 72% </li></ul><ul><li>Tennis 52% </li></ul><ul><li>Golf 47% </li></ul><ul><li>NBA 38% </li></ul><ul><li>NFL 36% </li></ul>Source: “Event Marketing/Sponsorships,” Public Relations Society of America ( Http://www.prsa.org/ppc/68022.html ) 13-
  22. 22. Maximizing Event Marketing <ul><li>Determine objectives </li></ul><ul><li>Match event with customers, vendors, and employees </li></ul><ul><li>Cross-promote event </li></ul><ul><li>Include company in all advertising and brochures (consistent with IMC) </li></ul><ul><li>Track results to evaluate the investment </li></ul>13-
  23. 23. Crises Management <ul><li>Stay reasonably calm . .don’t panic </li></ul><ul><ul><li>Don’t let it read as a desperate situation </li></ul></ul><ul><li>Get all the facts </li></ul><ul><ul><li>Who, what , where , when </li></ul></ul><ul><li>Should you give the situation and validity? </li></ul><ul><ul><ul><li>Maintain your core message </li></ul></ul></ul>13- (Optional Topic) What to do when it really happens . . . . . . Eleven advisory steps
  24. 24. Crises Management 2 <ul><li>Respond quickly </li></ul><ul><ul><li>The longer it’s out there without rebuttal, the more likely it’s accepted as fact. </li></ul></ul><ul><li>Overwhelm with facts </li></ul><ul><ul><li>Show how the attacker is wrong or not accurate. Does the media have a balanced story? </li></ul></ul><ul><li>6. Have a concise, integrated message </li></ul>13- (Optional Topic)
  25. 25. Crises Management 3 <ul><li>7. Get 3 rd parties to support your position </li></ul><ul><ul><li>The Goodyear blimp factor. </li></ul></ul><ul><li>8. Don’t Lie </li></ul><ul><ul><li>“ I don’t know” is okay; “inappropriate to comment right now” . . . </li></ul></ul><ul><li>If all else fails, lose the fastest way you can </li></ul><ul><ul><ul><li>Don’t quibble – it just prolongs ands magnifies </li></ul></ul></ul>13- (Optional Topic)
  26. 26. Crises Management 4 <ul><li>10. Understand Pack Journalism </li></ul><ul><ul><li>Very little original reporting – all writing each other rather than digging up new information </li></ul></ul><ul><li>11. Inoculation – Proactive P.R. </li></ul><ul><ul><li>Have a well-defined, workable crisis management plan </li></ul></ul><ul><ul><ul><li>Trained employees </li></ul></ul></ul><ul><ul><ul><li>Emergency order of response </li></ul></ul></ul><ul><ul><ul><li>Know the media </li></ul></ul></ul>13- (Optional Topic)

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