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Public Relations, Publicity and Corporate Advertising explained through examples


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Based on chapter 17 - "Public relations, publicity and corporate advertising" of book "Advertising and Promotion" published by Tata Mc Graw Hill.
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Published in: Marketing, Business

Public Relations, Publicity and Corporate Advertising explained through examples

  1. 1. Public Relations Publicity Corporate AdvertisingBy- Maneesh Garg- 20110025 1
  2. 2. Role of Public RelationsTo manage relationships with the public General Public Employees Customers CLIENT Suppliers Stockholders 2
  3. 3. Public Relations Management ProcessDetermination and evaluation ofpublic attitudesIdentification of policies andprocedures of an organizationDevelopment and execution of theprogram 3
  4. 4. Marketing Public Relations (MPR) Functions Page-706 4
  5. 5. Example- “Social Media, So What” PR campaign by VOCUSThe Social PR Series is supported by “Social Media. So What,” the free onlineconference from Vocus that’ll show you what businesses are getting wrong withsocial media and how to stop making the same mistakes. Register today to joinScott Stratten of UnMarketing and four other social media stars on March 16,completely free. 5
  6. 6. The Process of Public Relations • Developing and executing the PR 1 program 2 • Establishing a PR plan 3 • Determining and evaluating public attitudes 66
  7. 7. Research on Public Attitudes • Provides input for the planning process • Serves as an “early warning system” • Secures internal cooperation, support • Increases communications effectiveness 77
  8. 8. Evaluating Public Relations Plans1 Does the plan reflect a thorough understanding of the company’s business situation?2 Has the PR program made good use of research and background sources?3 Does the plan include full analysis of recent editorial coverage?4 Do the PR people fully understand the product’s strengths and weaknesses?5 Does the PR program describe several cogent, relevant conclusions from the research?6 Are the program objectives specific and measurable?7 Does the program clearly describe what the PR activity will be and how it will benefit the company?8 Does the program describe how its results will be measured?9 Do the research, objectives, activities, and evaluations tie together?10 Has the PR department communicated with marketing throughout the development of the program? 88
  9. 9. Public Relations Audiences Employees of Stockholders Community the firm and investors membersSuppliers and The media Educators customers Civic and Financial business Governments groupsorganizations 99
  10. 10. Public Relations Tools Press Exclusives conferences Press Interviews releases Communityinvolvement The internet 100 1
  11. 11. Example- Press Conference Lakme Fashion Week holds press conference to announceparticipating Designers and Sponsors for Winter/Festive 2012 11
  12. 12. PR Publications News Media kits Booklets Leaflets Pamphlets releasesBrochures Manuals Books Letters Inserts Annual BulletinEnclosures Posters Exhibits reports boards Position Audiovisuals Speeches papers 12 12
  13. 13. Advantages of Public Relations AvoidanceCredibility Cost of clutter Lead Image Selectivitygeneration building 13
  14. 14. Criteria for Measuring PR Effectiveness Total number of impressions . . .  Over time  On the target audience  On specific target audiences Percentage of . . .  Positive articles over time  Negative articles over time Ratio of positive to negative articles Percentage of positive and negative articles by . . .  Subject  Publication  Reporter  Target audience 14
  15. 15. PublicityPublicity involves the generation of newsabout a company, product, service, brandor person in various media. It is a subsetof the public relations effort.Key points regarding publicity: Publicity is generally short-term focused Publicity is not always under the control of the firm Publicity can be negative as well as positive 15
  16. 16. Example- Negative Publicity After the movie Borat made relentless fun of the nation of Kazakhstan, reported a 300% increase in requests for information Sometimes about theit’s good to be bad country 16 16
  17. 17. But not always… 17 17
  18. 18. The Power of Publicity Perceived as more credible Often perceived as endorsed by the medium in which it appears Often has high news value Often generates high frequency of exposure 19
  19. 19. Publicity Vehicles Feature News Articles Releases Captioned Photos Press SpecialConferences Events 20
  20. 20. Advertising Versus Publicity Advertising Publicity Control Great Little Credibility Lower Higher Reach Achievable Undetermined Frequency Schedulable Undetermined Specific/High Unspecified/Low Cost High Low Flexibility Specifiable Tentative Timing 21
  21. 21. Corporate AdvertisingAdvertising done to promote the interests of the firm byenhancing its image, assuming a position on a particular issue or promoting a certain causeCorporate advertising does not promote any one specific product or service. Rather it isdesigned to promote the firm overall, by enhancing its image, assuming a position on a social issue or cause, or seeking direct involvement in something. Types of Corporate Advertising Advocacy Cause-relatedImage Advertising Event sponsorship advertising advertising 22
  22. 22. Example- Corporate Advertising P&G’s "Proud Sponsor of Mums“P&G launched–"Proud Sponsor of Mums" campaign in March (on Mothers Day), which forthe first time in the UK is an attempt to promote the P&G corporate brand. 23
  23. 23. Examples- Image Advertising 24
  24. 24. Objectives of Corporate Advertising Create a positive image for the firm Communicate the organization’s viewpoint on various issues Boost employee morale Smooth labor relations Help newly deregulated industries Help diversified companies establish an identity 25
  25. 25. Event SponsorshipA form of marketing communications whereby anorganization becomes involved with a particularevent by developing sponsorship relations.Events used for sponsorship:· Sporting events· Music/entertainment· Festivals· Arts/cultural events· Causes 26
  26. 26. Example- Major sponsorships London Olympics 2012 27 27
  27. 27. Advocacy AdvertisingAdvocacy advertising is the propagation ofideas and elucidation of controversial socialissues of public importance in a manner that supports the interests of the sponsor 28
  28. 28. EXAMPLES 1- United Colors Of Benettons’ “UNHATE” 29
  29. 29. Example 2- United colors of Benetton “UNHATE” 30 30
  30. 30. Example-3 DIESEL Global Warming 3131
  31. 31. Cause Related Marketing Cause related marketing is a form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors 32
  32. 32. A few key findings from a consumer study conducted with Duke University on Cause related Marketing • Exponential sales increases (74% and 28%) in two cause-related product categories • Participants spent nearly twice as long reviewing cause-related ads as general corporate advertisements • 78% of Americans feel companies should maintain their philanthropic giving or even give more during tough economic times • 79% of Americans would be likely to switch brands to one associated with a good cause (compared to 66% in 1993) • Education, economic development and health and disease topped the list of priority issues for companies to address 33
  33. 33. Example 1- PizzaExpress and OxfamArchie the Goat was the unexpected star of this campaign, which encouragedpeople to raise money to provide goats for families living in poverty in developingcountries. Images of Archie were used in marketing materials to raise awareness ofa number of promotions. 34
  34. 34. Example 2- “Drive to End Hunger” campaign by Quaker State 35
  35. 35. Example3- Proctor & GambleTide’s “Loads of Hope” seems to be quietly toiling away in regions affected by naturaldisasters to provide a small, but meaningful and overlooked service to those struggling torecover. Apart from this there are Pampers’ “One Pack = One Vaccine,” “Crest Healthy Smiles,” Tampax/Always’ “Protecting Futures,” 36
  36. 36. 37