This document discusses the role and importance of public relations (PR) in integrated marketing communication, highlighting its functions such as promoting goodwill, managing corporate communications, and addressing negative publicity. It emphasizes the advantages of PR, including credibility and cost-effectiveness, while also noting challenges like the difficulty in quantifying benefits. The Als Ice Bucket Challenge is cited as a successful PR case study, illustrating the effectiveness of engaging communities and harnessing organic content for awareness and fundraising.

1. Integrated
Marketing
Communication
and Advertising.

2. PUBLIC
RELATIONS
in IMC.

3. Hello!
This
presentation is
created by
Aditya Sheth.

4. “ If was down to my last
dollar, I would spend it on
public relations.”
-Bill
Gates

5. 1
What is
public
relations?
Let’s start with the
primal question.

6. What is
PR?
⊙Public relations can be simply
defined as the practice of
managing communication
between an organization and the
public.
⊙In essence, it is a corporate
armour that a company can wear
which would protect the company
during adverse times.

7. Functions of
PRPublic Relations serves multiple functions,
some of them are:-

8. Functions
of PR
⊙Promoting goodwill,
⊙Promoting product,
service, corporate image,
⊙Corporate
communications,
⊙Lobbying,
⊙Counteracting negative
publicity.

9. A picture
is worth a
thousand
words
Pretty much sums
up PR.

10. Uses of
PR
Customer
complaints
and redressal.
Combating
rumours/and
falsehoods.
It is an
opportunity to
cement
relationships
with the
consumer
Very important
in the service
and hospitality
industry.
Capitalise
rumour to your
benefit or
dismiss if
ridiculous.
Give the
positive side
of a story and
disclose
certain facts.

11. Advantages of
PR

12. Advantages
of PR
⊙Improves credibility,
⊙Usually PR is inexpensive,
⊙Helps in lead generation,
⊙Ability to reach specific
groups,
⊙Image building.

13. Disadvantage
s of PR
⊙Difficult to quantify PR
benefits,
⊙Lack of control,
⊙‘DEFT’ management
required.

14. Things PR agencies do among media

15. #1 Activity on
the web?
Social media. Because it builds
emotional connections with the
audience and produces
measurable results. PR and social
media go hand in hand.

16. 2.
ALS Ice
bucket
challenge.
The case study of
the viral PR
phenomenon.

17. ALS Ice
bucket
challenge
⊙ALS stands for
Amyotrophic Lateral
Sclerosis.
⊙Participants are expected
to donate $10 if they have
poured the water over their
head and donate $100 if they
have not.
⊙People who take the

18. ALS Ice
bucket
challenge
⊙A phenomenon like the Ice Bucket
Challenge doesn’t come along very
often. For PR managers who are
closely following the campaign, it’s
hard to catch lightning a bottle.
⊙Perhaps the most salient lesson is
that you can’t hatch a viral campaign
in a boardroom or a series of
marketing meetings in which
executives are implored to think
differently. Any content that takes off
like wildfire is likely to be organic in

19. Some
compellin
g
Statistics

20. 11.4m$In donations.That’s a lot of money
30,000Number of Americans with
amyotrophic lateral sclerosis.
1.2mVideos posted on Facebook

21. Place your screenshot here
.
A small
video clip
showcasing
Elon Musk
carrying out
the Ice
bucket
challenge as
nominated
by Bill gates.

22. ALS Ice
bucket
challenge
⊙ Some takeaways from this PR
stunt:-
⊙ When people are raising awareness
and/or funding on your organization’s
behalf en masse, try and harness the
interest by engaging participants at
the local level. Throw a house party
(or two) for people who have been
major players in the campaign. Use
those gatherings as an opportunity to
spread the message and better

23. ⊙Leverage the campaign to shift
people’s attention to the ongoing
needs of the organization or
charitable cause, whether that’s
lobbying at the governmental
level or communicating what else
people can do to assist in the
effort (beyond funding), which
plays into the third tip.
ALS Ice
bucket
challenge

24. ALS Ice
bucket
challenge
⊙Serve as a conduit to people
who want to help the cause at a
granular level. Regarding the Ice
Bucket Challenge, there are most
likely people who met the
challenge and now want to
further help people and families
grappling with ALS. Use all
communications channels to
coordinate such efforts.

26. Thanks!
A big thank you to for
providing me this topic.
Hope I did justice to our
topic.