Here is a brief for an event to gain positive publicity:
[EVENT BRIEF]
Event: Charity Walkathon
Date: March 15th
Location: Central Park, New York
Our company will sponsor a 10k walkathon in Central Park to raise funds for a local children's hospital. We aim to recruit 200 participants and raise $10,000 in donations. Local media will be invited to cover the event and promote our support for this important cause. Key company executives will participate in the walk to show our commitment. This event will generate positive publicity about our company's corporate social responsibility efforts in the local community.
The document discusses evaluating the implementation of a reading program for 5-7 year old children. Key implementation questions include whether volunteers and coordinators implement the program as designed, whether volunteers receive needed training and support, and whether the discussion group model is meeting resident expectations. Evaluating implementation helps determine what actually happens in the program, its characteristics, who participates, what works and doesn't work, and why the program was or wasn't effective. It allows improvements to be made while the program is developing.
1) The document discusses accountability of promotional expenses and investments, focusing on accurate cost and effect measurements rather than just revenues.
2) It provides examples from Randstad of measuring the correlation between promotional spending and factors like gaining new clients, improving workplace environments, and enhancing social image.
3) Various communication tools are outlined that can reinforce brand image through consistent messaging across media, HR practices, investor relations, and public advocacy.
1) The document summarizes four bundled payment models established by the Centers for Medicare and Medicaid Services (CMS) to encourage cost reduction, clinical integration, and care management among providers.
2) The first three models involve retrospective bundled payments for either an inpatient stay alone (Model 1), an inpatient stay plus post-acute care (Model 2), or post-acute care alone (Model 3). Model 4 establishes a prospective bundled payment for an entire episode of care.
3) By allowing gains from reduced costs to be shared among participating providers, the models aim to financially align physicians and hospitals in driving down costs through care coordination and less costly interventions.
Bharti Airtel, India's largest telecommunications company, has engaged IconPR to handle its public relations services in the Uttar Pradesh and Uttarakhand regions of India. IconPR will work to enhance Airtel's brand image, increase awareness of its diverse service offerings, and manage any potential crises in the region through 2015. Key objectives include strengthening Airtel's leadership position, expanding its customer base particularly in rural areas, and addressing competitive threats in certain districts of Uttar Pradesh. IconPR will utilize traditional and digital PR tools to achieve these goals and build favorable media coverage and public opinion of Airtel over the long term.
This document discusses using social media in marketing strategies. It recommends a 5-step THoM approach: 1) Awakening - clarify objectives through internal interviews; 2) Planning - integrate social media into marketing plans to inform and engage customers; 3) Committing - define processes, roles, and resources; 4) Implementing - create action plans and set up social media accounts; 5) Improving - measure success and make recommendations. Relevance, consistency, and impact are key to creating customer value through social media.
12 2011 highlights 2011 smb collaboration studySMB Group
The 2011 SMB Collaboration and Communications Study surveyed more than 800 SMBs (small business is 1-99 employees; medium business is 100-999 employees) to find out how they collaborate, what tools they use and what their appetite is for integrated collaboration suites.
The 2011 SMB Collaboration and Communications Study examined trends, opportunities, challenges, and perceptions around collaboration among small and medium businesses. Key findings include:
- Companies that reward team achievements over individual contributions were more likely to forecast revenue growth.
- Adoption and satisfaction with collaboration tools increased with company size. Integrated collaboration suites were most popular among medium businesses.
- Top challenges for both small and medium businesses were attracting new customers, growing revenue, and maintaining profitability.
Genesis BM is a corporate responsibility consulting firm that specializes in helping companies integrate social and environmental strategies into their core business objectives. They define corporate responsibility as creating business value and positive social change by addressing stakeholder needs across the entire supply chain. Their services include conducting research, developing strategies and frameworks, managing community investment programs, and measuring and reporting on outcomes. They have worked with various industries on projects related to issues like malnutrition, waste management, sustainable agriculture, and community engagement.
The document discusses evaluating the implementation of a reading program for 5-7 year old children. Key implementation questions include whether volunteers and coordinators implement the program as designed, whether volunteers receive needed training and support, and whether the discussion group model is meeting resident expectations. Evaluating implementation helps determine what actually happens in the program, its characteristics, who participates, what works and doesn't work, and why the program was or wasn't effective. It allows improvements to be made while the program is developing.
1) The document discusses accountability of promotional expenses and investments, focusing on accurate cost and effect measurements rather than just revenues.
2) It provides examples from Randstad of measuring the correlation between promotional spending and factors like gaining new clients, improving workplace environments, and enhancing social image.
3) Various communication tools are outlined that can reinforce brand image through consistent messaging across media, HR practices, investor relations, and public advocacy.
1) The document summarizes four bundled payment models established by the Centers for Medicare and Medicaid Services (CMS) to encourage cost reduction, clinical integration, and care management among providers.
2) The first three models involve retrospective bundled payments for either an inpatient stay alone (Model 1), an inpatient stay plus post-acute care (Model 2), or post-acute care alone (Model 3). Model 4 establishes a prospective bundled payment for an entire episode of care.
3) By allowing gains from reduced costs to be shared among participating providers, the models aim to financially align physicians and hospitals in driving down costs through care coordination and less costly interventions.
Bharti Airtel, India's largest telecommunications company, has engaged IconPR to handle its public relations services in the Uttar Pradesh and Uttarakhand regions of India. IconPR will work to enhance Airtel's brand image, increase awareness of its diverse service offerings, and manage any potential crises in the region through 2015. Key objectives include strengthening Airtel's leadership position, expanding its customer base particularly in rural areas, and addressing competitive threats in certain districts of Uttar Pradesh. IconPR will utilize traditional and digital PR tools to achieve these goals and build favorable media coverage and public opinion of Airtel over the long term.
This document discusses using social media in marketing strategies. It recommends a 5-step THoM approach: 1) Awakening - clarify objectives through internal interviews; 2) Planning - integrate social media into marketing plans to inform and engage customers; 3) Committing - define processes, roles, and resources; 4) Implementing - create action plans and set up social media accounts; 5) Improving - measure success and make recommendations. Relevance, consistency, and impact are key to creating customer value through social media.
12 2011 highlights 2011 smb collaboration studySMB Group
The 2011 SMB Collaboration and Communications Study surveyed more than 800 SMBs (small business is 1-99 employees; medium business is 100-999 employees) to find out how they collaborate, what tools they use and what their appetite is for integrated collaboration suites.
The 2011 SMB Collaboration and Communications Study examined trends, opportunities, challenges, and perceptions around collaboration among small and medium businesses. Key findings include:
- Companies that reward team achievements over individual contributions were more likely to forecast revenue growth.
- Adoption and satisfaction with collaboration tools increased with company size. Integrated collaboration suites were most popular among medium businesses.
- Top challenges for both small and medium businesses were attracting new customers, growing revenue, and maintaining profitability.
Genesis BM is a corporate responsibility consulting firm that specializes in helping companies integrate social and environmental strategies into their core business objectives. They define corporate responsibility as creating business value and positive social change by addressing stakeholder needs across the entire supply chain. Their services include conducting research, developing strategies and frameworks, managing community investment programs, and measuring and reporting on outcomes. They have worked with various industries on projects related to issues like malnutrition, waste management, sustainable agriculture, and community engagement.
The Virtual Cluster Initiative aims to enhance competitiveness by reducing dependency on physical location. It sets a framework for leveraging activities across borders through remote collaboration over internet. This allows research, business functions like R&D, manufacturing etc. to occur in different locations. It artificially creates a cluster environment to increase visibility of value chains and acquire resources at competitive prices. The initiative enhances competitiveness by eliminating geographical influences and dependencies.
A Presentation on "Right Way To Disaster Preparedness " Presented by Mr. Vive...CDRN
Jubilant Bhartia Foundation focuses on implementing corporate social responsibility initiatives for the Jubilant Bhartia Group. Through its CSR activities, it aims to improve the quality of life around its manufacturing locations and develop trust with local communities. Some of its key projects include disease prevention initiatives for children and programs focused on healthcare, education, skill development, and social entrepreneurship. The foundation engages employees to support disaster relief efforts through donations of cash or goods. It partners with the Corporate Disaster Resource Network to efficiently connect donors' contributions with relief materials and distribute them to victims through local organizations. Recently, it helped provide packaged drinking water and cooking gas stoves to support over 300 families affected by disasters in India.
Inaugural speech "Green Supply Chain Management, Marketing Tool or Revol...fnvdb
This document discusses the evolution of supply chain management and trends influencing future concepts. It notes that sustainability will become one of the prime drivers of supply chain agendas going forward. While green issues are increasingly important, sustainability is not yet a core part of most corporate strategies. The document outlines factors like regulations, costs, revenues and intangible benefits that are driving companies to consider sustainability within their supply chains. It also examines how some companies are already implementing green efforts and dealing with sustainability.
Collaboration as it really is, Working together, aloneMarc Buyens
Collaboration is the participation of independent actors in mutual interactions to deliver a specific result, either chosen or not. The so-called collaboration is the outcome of the interactions that occur, initiated by the different participants for their own good reasons, but collaboration is not the purpose.
Corporate communications involves internal communication, PR engagement, crisis communication, CSR/sponsorship communication, and sustainability communication. Key components include developing communication tools and strategies, identifying appropriate messengers to engage stakeholders, and creating relevant content around areas like corporate reputation, projects, and reporting. The goal is to effectively inform and engage both internal and external audiences.
Banner India Consultants is a business consulting firm that provides comprehensive marketing, public relations, and business incubation services. It helps clients with strategic planning, issues management, media relations, and networking. The firm's services include public affairs consulting, PR support, and business advising. Banner India Consultants works with clients in many industries and is led by Ashok Kapoor, who has over 28 years of experience in journalism, media, public affairs, and business consulting.
This document summarizes CIKLOPEA's corporate social responsibility report for 2011. It discusses the company's commitment to CSR principles and monitoring of social and environmental indicators. It provides an overview of the company's profile, economic performance in 2011, donations and investments in education, employee statistics and practices to promote satisfaction. The report is intended to inform stakeholders of CIKLOPEA's operations and how it incorporates sustainability.
The document discusses the need for strategic social business planning to address organizational challenges from social media use. It defines social business planning as transforming an organization by bridging external and internal engagement for shared stakeholder value. The key is creating value through stakeholder collaboration, process improvement, and product innovation both internally for employees and externally for customers. Building a social business requires focusing on people, processes, and platforms to drive cultural transformation across the entire organization from communications to human resources. The path involves internal and external alignment through training, collaboration, and developing social enterprise and brand programs.
This document summarizes a presentation given by Sandra Macleod, CEO of Echo Research, about evaluating public relations effectiveness. The presentation covered setting PR objectives, measuring PR outcomes, and case studies. It began with an outline and introduction to Echo Research, a communications research firm. Macleod discussed the importance of setting clear, measurable PR objectives tied to organizational goals. She also emphasized the value of measuring outcomes like audience perceptions and behaviors, not just outputs. Case studies demonstrated Echo Research's approach to reputation measurement, media analysis, and evaluating specific PR campaigns and partnership activities.
Tools in Focus: The Evolving Landscape of Social MetricsSustainable Brands
This document discusses applying social metrics to product evaluation. It outlines the Triple Bottom Line approach of considering people, planet, and profit. It then discusses the development of social metrics and defining relevant social stakeholders, themes, and aspects. Creating social metrics provides business value by increasing supply chain visibility, managing risks, and allowing for sustainability communication. The document advocates considering social, environmental, and financial indicators together rather than viewing them as a trade-off. It also discusses collaboration between PRé and DSM to develop a common approach to measuring social impacts across a product's lifecycle.
Genie PR is a leading PR and events company in India. They have a team of seasoned professionals with experience across various industries. Genie PR offers a wide range of PR services including media relations, social media marketing, events, and brand building. Their goal is to help clients achieve their communication objectives and leave a lasting impression on their target audiences.
The document discusses establishing objectives and budgeting for promotional programs. It emphasizes that objectives should be specific, measurable, attainable, realistic and time-bound. Marketing objectives aim to achieve goals like sales and market share, while communication objectives are more narrow and focus on delivering messages to target audiences. Budgeting can be done through top-down or bottom-up approaches. Top-down uses a percentage of sales or competitive parity to set budgets, while bottom-up budgets activities to achieve predefined objectives. Marginal analysis is used to determine optimal spending by increasing, holding, or decreasing expenditures based on incremental returns.
This document discusses transforming a brand into a media company through social media. It recommends establishing a centralized social media team, creating a brand narrative and content strategy, building a real-time command center, assigning roles and responsibilities, establishing approval workflows, and investing in the right technology. The goal is to bridge external customer engagement with internal business processes to create shared value for stakeholders.
This document discusses business executives' perspectives on enterprise 2.0 technologies. It finds that traditional corporate structures, cultures, strategies, and technologies are not well-aligned with enterprise 2.0. However, when used properly with clear business objectives, enterprise 2.0 can transform productivity and innovation by applying collaborative technologies to how companies work. The key is moving beyond views of technology itself to focus on how enterprise 2.0 supports business goals and engages employees.
What needs to be done before getting started in social mediaEdelman Japan
The document provides guidance on preparing for social media by establishing the necessary foundations. It recommends:
1. Training employees on social media best practices through a certification program tailored for different audiences.
2. Understanding the target audience by analyzing conversations, behaviors, and demographics to inform engagement strategies.
3. Developing rules of engagement that establish social media policies, decision trees for moderating content, and crisis response processes tailored for each market.
4. Transforming into a social business by defining it as bridging external and internal connections, and implementing supporting people, processes, and platforms across the entire organization to drive deeper engagement and innovation.
The document discusses defining products for AIESEC to better target audiences and promote opportunities. It states that AIESEC provides different opportunities but lacks focus on specific products for promotions. Products are defined as having target audiences, benefits, pricing, timelines, and measurable sales metrics. Examples of potential AIESEC products mentioned include vocation products to address membership gaps, team leader/member programs, and integrated experience products for exchanges and reintegration. The goal is to take a product-based approach similar to organizations like Unilever to improve promotions and revenues.
Public relations involves planned efforts to build and maintain mutual understanding between an organization and its publics. It helps shape the organization's corporate image through controlled and uncontrolled media. An effective corporate image benefits an organization by stimulating sales, establishing goodwill, and promoting favorable relations with stakeholders. A corporate image is formed through internal efforts like advertising, branding, and employee behavior, as well as external factors outside an organization's control like industry reputation and press coverage. As part of its marketing activities, an organization must consider its target audience and devise an appropriate marketing mix of product, price, placement, and promotion.
Channel PR is a public relations firm with expertise in strategic communications. It has over 4 years of experience serving clients across various industries. The firm utilizes a strategic approach focused on reputation management, media relations, non-media initiatives, online reputation, and crisis communications. Channel PR aims to build credibility for its clients and authenticate their messages. It has a team of experienced professionals with backgrounds in public relations, journalism, and related fields.
The Virtual Cluster Initiative aims to enhance competitiveness by reducing dependency on physical location. It sets a framework for leveraging activities across borders through remote collaboration over internet. This allows research, business functions like R&D, manufacturing etc. to occur in different locations. It artificially creates a cluster environment to increase visibility of value chains and acquire resources at competitive prices. The initiative enhances competitiveness by eliminating geographical influences and dependencies.
A Presentation on "Right Way To Disaster Preparedness " Presented by Mr. Vive...CDRN
Jubilant Bhartia Foundation focuses on implementing corporate social responsibility initiatives for the Jubilant Bhartia Group. Through its CSR activities, it aims to improve the quality of life around its manufacturing locations and develop trust with local communities. Some of its key projects include disease prevention initiatives for children and programs focused on healthcare, education, skill development, and social entrepreneurship. The foundation engages employees to support disaster relief efforts through donations of cash or goods. It partners with the Corporate Disaster Resource Network to efficiently connect donors' contributions with relief materials and distribute them to victims through local organizations. Recently, it helped provide packaged drinking water and cooking gas stoves to support over 300 families affected by disasters in India.
Inaugural speech "Green Supply Chain Management, Marketing Tool or Revol...fnvdb
This document discusses the evolution of supply chain management and trends influencing future concepts. It notes that sustainability will become one of the prime drivers of supply chain agendas going forward. While green issues are increasingly important, sustainability is not yet a core part of most corporate strategies. The document outlines factors like regulations, costs, revenues and intangible benefits that are driving companies to consider sustainability within their supply chains. It also examines how some companies are already implementing green efforts and dealing with sustainability.
Collaboration as it really is, Working together, aloneMarc Buyens
Collaboration is the participation of independent actors in mutual interactions to deliver a specific result, either chosen or not. The so-called collaboration is the outcome of the interactions that occur, initiated by the different participants for their own good reasons, but collaboration is not the purpose.
Corporate communications involves internal communication, PR engagement, crisis communication, CSR/sponsorship communication, and sustainability communication. Key components include developing communication tools and strategies, identifying appropriate messengers to engage stakeholders, and creating relevant content around areas like corporate reputation, projects, and reporting. The goal is to effectively inform and engage both internal and external audiences.
Banner India Consultants is a business consulting firm that provides comprehensive marketing, public relations, and business incubation services. It helps clients with strategic planning, issues management, media relations, and networking. The firm's services include public affairs consulting, PR support, and business advising. Banner India Consultants works with clients in many industries and is led by Ashok Kapoor, who has over 28 years of experience in journalism, media, public affairs, and business consulting.
This document summarizes CIKLOPEA's corporate social responsibility report for 2011. It discusses the company's commitment to CSR principles and monitoring of social and environmental indicators. It provides an overview of the company's profile, economic performance in 2011, donations and investments in education, employee statistics and practices to promote satisfaction. The report is intended to inform stakeholders of CIKLOPEA's operations and how it incorporates sustainability.
The document discusses the need for strategic social business planning to address organizational challenges from social media use. It defines social business planning as transforming an organization by bridging external and internal engagement for shared stakeholder value. The key is creating value through stakeholder collaboration, process improvement, and product innovation both internally for employees and externally for customers. Building a social business requires focusing on people, processes, and platforms to drive cultural transformation across the entire organization from communications to human resources. The path involves internal and external alignment through training, collaboration, and developing social enterprise and brand programs.
This document summarizes a presentation given by Sandra Macleod, CEO of Echo Research, about evaluating public relations effectiveness. The presentation covered setting PR objectives, measuring PR outcomes, and case studies. It began with an outline and introduction to Echo Research, a communications research firm. Macleod discussed the importance of setting clear, measurable PR objectives tied to organizational goals. She also emphasized the value of measuring outcomes like audience perceptions and behaviors, not just outputs. Case studies demonstrated Echo Research's approach to reputation measurement, media analysis, and evaluating specific PR campaigns and partnership activities.
Tools in Focus: The Evolving Landscape of Social MetricsSustainable Brands
This document discusses applying social metrics to product evaluation. It outlines the Triple Bottom Line approach of considering people, planet, and profit. It then discusses the development of social metrics and defining relevant social stakeholders, themes, and aspects. Creating social metrics provides business value by increasing supply chain visibility, managing risks, and allowing for sustainability communication. The document advocates considering social, environmental, and financial indicators together rather than viewing them as a trade-off. It also discusses collaboration between PRé and DSM to develop a common approach to measuring social impacts across a product's lifecycle.
Genie PR is a leading PR and events company in India. They have a team of seasoned professionals with experience across various industries. Genie PR offers a wide range of PR services including media relations, social media marketing, events, and brand building. Their goal is to help clients achieve their communication objectives and leave a lasting impression on their target audiences.
The document discusses establishing objectives and budgeting for promotional programs. It emphasizes that objectives should be specific, measurable, attainable, realistic and time-bound. Marketing objectives aim to achieve goals like sales and market share, while communication objectives are more narrow and focus on delivering messages to target audiences. Budgeting can be done through top-down or bottom-up approaches. Top-down uses a percentage of sales or competitive parity to set budgets, while bottom-up budgets activities to achieve predefined objectives. Marginal analysis is used to determine optimal spending by increasing, holding, or decreasing expenditures based on incremental returns.
This document discusses transforming a brand into a media company through social media. It recommends establishing a centralized social media team, creating a brand narrative and content strategy, building a real-time command center, assigning roles and responsibilities, establishing approval workflows, and investing in the right technology. The goal is to bridge external customer engagement with internal business processes to create shared value for stakeholders.
This document discusses business executives' perspectives on enterprise 2.0 technologies. It finds that traditional corporate structures, cultures, strategies, and technologies are not well-aligned with enterprise 2.0. However, when used properly with clear business objectives, enterprise 2.0 can transform productivity and innovation by applying collaborative technologies to how companies work. The key is moving beyond views of technology itself to focus on how enterprise 2.0 supports business goals and engages employees.
What needs to be done before getting started in social mediaEdelman Japan
The document provides guidance on preparing for social media by establishing the necessary foundations. It recommends:
1. Training employees on social media best practices through a certification program tailored for different audiences.
2. Understanding the target audience by analyzing conversations, behaviors, and demographics to inform engagement strategies.
3. Developing rules of engagement that establish social media policies, decision trees for moderating content, and crisis response processes tailored for each market.
4. Transforming into a social business by defining it as bridging external and internal connections, and implementing supporting people, processes, and platforms across the entire organization to drive deeper engagement and innovation.
The document discusses defining products for AIESEC to better target audiences and promote opportunities. It states that AIESEC provides different opportunities but lacks focus on specific products for promotions. Products are defined as having target audiences, benefits, pricing, timelines, and measurable sales metrics. Examples of potential AIESEC products mentioned include vocation products to address membership gaps, team leader/member programs, and integrated experience products for exchanges and reintegration. The goal is to take a product-based approach similar to organizations like Unilever to improve promotions and revenues.
Public relations involves planned efforts to build and maintain mutual understanding between an organization and its publics. It helps shape the organization's corporate image through controlled and uncontrolled media. An effective corporate image benefits an organization by stimulating sales, establishing goodwill, and promoting favorable relations with stakeholders. A corporate image is formed through internal efforts like advertising, branding, and employee behavior, as well as external factors outside an organization's control like industry reputation and press coverage. As part of its marketing activities, an organization must consider its target audience and devise an appropriate marketing mix of product, price, placement, and promotion.
Channel PR is a public relations firm with expertise in strategic communications. It has over 4 years of experience serving clients across various industries. The firm utilizes a strategic approach focused on reputation management, media relations, non-media initiatives, online reputation, and crisis communications. Channel PR aims to build credibility for its clients and authenticate their messages. It has a team of experienced professionals with backgrounds in public relations, journalism, and related fields.
Social Media effect on today's enterprise, What are Social Brands and Social Enterprises, and the difference between them.
How should leaders consider integration of Social Media in the organization, and much more..
Contact raz@kinshipdigital.com for presentation notes.
VolunteerMatch Solutions BPN Webinar: Building a Flexible - and Sustainable -...VolunteerMatch
January 2012 Best Practice Network Webinar series, presented by VolunteerMatch
Session Description:
Employees want their companies to offer the chance to get involved in local communities. But a "set it and forget it" program won't be enough to keep employees engaged and enthusiastic over the long haul. Programs today must be approached more like business programs - ones that can flex with changing environments and circumstances.
The January VolunteerMatch Solutions Best Practice Network webinar session discussed how adopting a Change Model and being flexible can prepare your organization for the changing tides of volunteer engagement in the coming year.
Panelists:
Vicky Hush, VP of Client Relations and Strategic Partnerships, VolunteerMatch
Suzanne Osten, Director of the Office of Social Responsibility, UnitedHealth Group
Erin Dieterich, Manager of Corporate Relations & Strategic Partnerships, Discovery Communications
Mudhouse proposes a full-service marketing and advertising program for Heritage Home Healthcare that will create awareness, new relationships, and sales. They recommend a phased approach beginning with strengthening online marketing essentials like defining the brand message, optimizing the website, implementing SEO, launching email and social media campaigns, and growing an opt-in database. Phase 1 services are estimated to cost $7,585 over 60 days with $850 monthly fees for ongoing support. Mudhouse's social media strategy utilizes engagement marketing across platforms like Facebook, Twitter, and LinkedIn to improve customer service, drive sales and loyalty, and expand Heritage's influence.
Imaj Associates provides graphic design, marketing, branding, and communications services. They offer strategic planning, advertising, public relations, social media campaigns, and web design. Their team has experience across industries such as healthcare, non-profits, government, and more. They take a project-based approach tailored to clients' budgets.
The document discusses social media maturity and how it can impact businesses. It presents a social media maturity curve that businesses can use to assess their current level of engagement, from listening to optimizing. Higher levels of maturity involve more strategic use of social platforms to engage audiences and incorporate customer insights. The case study of iRobot demonstrates how increasing social maturity helped the company transform by better addressing customer concerns online and developing new products.
1. ARE YOU READY?
• Evaluate the various sales
promotion tools and decide which
promotional tools would you use.
Allocate the budget month-wise
and tool-wise (Total Budget – 1
crore)
3. 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
4.
5. 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.
21. 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)
22. Advertising Versus Publicity
Factor
Factor Advertising
Advertising Publicity
Publicity
Control
Control Great
Great Little
Little
Credibility
Credibility Lower
Lower Higher
Higher
Reach
Reach Measurable
Measurable Undetermined
Undetermined
Frequency
Frequency Schedulable
Schedulable Uncontrollable
Uncontrollable
Cost
Cost High/Specific
High/Specific Low/Unspecified
Low/Unspecified
Flexibility
Flexibility High
High Low
Low
Timing
Timing Specifiable
Specifiable Tentative
Tentative
26. 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.
27. Results of Controversy
• Several states banned the drinks from
government canteens and schools.
• Immediate 10 per cent plunge in sales.
28. Suppose you are the brand
manager for Coca Cola India, what
will you do in such situation
29. 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
47. Hometask- Next week
• Wednesday - Plan events to gain
publicity. Mention the brief of an
event along with the allocated
budget and month-wise schedule
(1 crore)
48. Hometask – Next Week
• Thursday - How will you measure
the results of the different
campaigns and media
• Friday – Final submission