Public relations involves connecting an organization with its various publics to generate goodwill and maintain trust. It encompasses managing public opinion, reputation, and integrity. Comparing public relations and advertising, public relations differs in its use of media, emphasis on unpaid publicity over paid advertising, lack of direct control over messaging, and perception of greater credibility. Integrated marketing communication coordinates various promotional elements like advertising, public relations, sales promotion and social media to present a unified message focused on influencing behavior and building relationships with customers.

1. Public Relations & IMC
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5. What is Public Relations?
• Public relations is a fundamental
communications discipline covering a wide
range of functions that helps an organization
connect with the people it touches.
• Generates goodwill
• Publics
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6. Public Relations
• Public opinion (e.g., impact on environment,
worker’s rights, how it deals with employees)
– Ex: NFL Ram’s players
• Reputation: goodwill, trust, and integrity
– Domino’s employee prank video
• Important principle to remember:
– PR is the conscience of the company w/the
objective of creating trust and maintaining
integrity
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7. You’re at the grocery store picking up a box of penne and as
you reach for the blue Barilla box, you remember that the
company’s chairman, Guido Barilla, told an Italian radio show
last year, “I would never do [a commercial] with a
homosexual family. . . . If [gay people] don’t like it, they won’t
eat it and they will eat another brand.” 7

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9. Comparing Public Relations and
Advertising
• Advertising
• Public relations
1. Media use
2. Publicity
3. Control
4. Credibility
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11. According to 2011 FBI figures, El Paso, population 660,000, has been America's safest big city
for the past three years.
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12. Word relations in Public Relations: Relations w/Various
Stakeholders
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13. Key Publics
1. Media relations
2. Employee relations
3. Financial relations
4. Public affairs
5. Recruitment
6. Fundraising
7. Cause marketing
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17. Public Relations Tools
Advertising tools
1. House ads
2. Public service announcements
3. Corporate advertising (BP commercial)
Publicity tools
1. News releases/VNRs
2. Pitch letters
3. Press conferences
4. Media tours
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18. Public Relations Tools
5. DVDs, CDs, Podcasts, Books, and Online
Videos
6. Speakers and Photos
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19. Integrated Marketing
Communication (IMC)
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20. IMC is the coordination of the promotional mix
elements (advertising, public relations, sales
promotion, personal selling, direct marketing,
and online marketing/social media) with each
other such that all elements speak with one
voice.
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Jovante's death spurred Woods to form a foundation in his honor. Woods'
newfound fame has helped him shine a spotlight on asthma, which hits Valley
residents extremely hard because of our unhealthy air.
Some of the proceeds from cold cuts T-shirts go to the Jovante Woods
Foundation, which has already raised over $70,000 for Cincinnati-area
children. The ad has helped immensely, and more spots are in the works.

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26. Promotional Mix Elements
1. Advertising
2. PR
3. Sales promotion
4. Direct marketing
5. Online marketing
6. Social media
7. Event Marketing and Sponsorships
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29. Key IMC Features
• Begin with the Customer or Prospect
• Use Any Form of Relevant Contact
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33. Key IMC Features
• Speak with a Single Voice
• Build Relationships Rather Than Engage in
Flings
• Don’t Lose Focus of the Ultimate Objective:
Affect Behavior
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34. IMC Campaign Plan
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