Proactive and Reactive Public RelationsGranit Ajdini
Proactive PR Explained
A proactive approach to public relations involves using the opportunities that public relations offers to augment paid advertising messages. With this type of approach, a PR audit is conducted to strategically evaluate the positive aspects of a brand, including the products and services they offer, the accolades they have received, and any other positive attributes that they offer. Once the audit is performed, PR professionals can then devise strategy for communicating with the public the positives aspects of a brand.
In other words, this type of PR strategy is conducted when there isn’t a crisis to manage. Rather, it’s an ongoing strategy that is used to develop strong relationships with journalists and establish a positive reputation for a brand.Benefits of Proactive PR
A proactive PR strategy can provide several advantages for a business. Some of these benefits include:
Increased exposure
Greater brand awareness
Improved reputation
Low cost
Better control
Reactive PR Explained
Essentially, a reactive strategy is damage control public relations. Should a company receive any negative publicity, or if it is involved in a crisis that impacts the public at large, reactive public relations can help to manage the situation.
For example, if a company is slammed with a lawsuit for misconduct, or if a company head is caught in a lewd act, reactive PR would be used to repair any damage. The challenge with reactive PR, however, is that it is usually difficult to predict. That’s because it can be hard to determine when or why a company would receive negative attention. As such, it can be difficult to plan a reactive PR strategy.
openPR-Tip: While you might not be able to predict the future, you can prepare yourself by figuring out how you would deal with a negative situation should one unfold.
Benefits of Reactive PR
The primary benefit of reactive PR is that it can help to repair any damage that comes along with negative publicity. If done right, meaning that PR professionals act quickly and deliver effective messages, reactive PR can save the reputation of a brand
Integrating PR: How integrated marketing communications can save public relat...Duncan Chapple
Sheffield University Management School is a triple-accredited business school with a world-class reputation for high quality teaching, ground-breaking research and cutting-edge thinking. Part of Britain's elite Russell Group of research-driven universities, it runs one of the few MBA programmes to involve a compulsory semester-long course on Integrated Marketing Communications. This 2006 presentation was given to MBA students at the school to outline the opportunities for public relations, the obstacles preventing PR from meeting its potential, and the solutions for both PR as a function, and for MBAs looking to move up in the industry.
This presentation covers the whole topic of marketing communication or promotion including the Promotion Mix as Product Mix and Tools of the promotion, fully explained. followed by which promotional objectives and media selection and management.
Integrated Marketing Communications (IMC) is an expansion of utilising both modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the companies brand to stakeholders.
Proactive and Reactive Public RelationsGranit Ajdini
Proactive PR Explained
A proactive approach to public relations involves using the opportunities that public relations offers to augment paid advertising messages. With this type of approach, a PR audit is conducted to strategically evaluate the positive aspects of a brand, including the products and services they offer, the accolades they have received, and any other positive attributes that they offer. Once the audit is performed, PR professionals can then devise strategy for communicating with the public the positives aspects of a brand.
In other words, this type of PR strategy is conducted when there isn’t a crisis to manage. Rather, it’s an ongoing strategy that is used to develop strong relationships with journalists and establish a positive reputation for a brand.Benefits of Proactive PR
A proactive PR strategy can provide several advantages for a business. Some of these benefits include:
Increased exposure
Greater brand awareness
Improved reputation
Low cost
Better control
Reactive PR Explained
Essentially, a reactive strategy is damage control public relations. Should a company receive any negative publicity, or if it is involved in a crisis that impacts the public at large, reactive public relations can help to manage the situation.
For example, if a company is slammed with a lawsuit for misconduct, or if a company head is caught in a lewd act, reactive PR would be used to repair any damage. The challenge with reactive PR, however, is that it is usually difficult to predict. That’s because it can be hard to determine when or why a company would receive negative attention. As such, it can be difficult to plan a reactive PR strategy.
openPR-Tip: While you might not be able to predict the future, you can prepare yourself by figuring out how you would deal with a negative situation should one unfold.
Benefits of Reactive PR
The primary benefit of reactive PR is that it can help to repair any damage that comes along with negative publicity. If done right, meaning that PR professionals act quickly and deliver effective messages, reactive PR can save the reputation of a brand
Integrating PR: How integrated marketing communications can save public relat...Duncan Chapple
Sheffield University Management School is a triple-accredited business school with a world-class reputation for high quality teaching, ground-breaking research and cutting-edge thinking. Part of Britain's elite Russell Group of research-driven universities, it runs one of the few MBA programmes to involve a compulsory semester-long course on Integrated Marketing Communications. This 2006 presentation was given to MBA students at the school to outline the opportunities for public relations, the obstacles preventing PR from meeting its potential, and the solutions for both PR as a function, and for MBAs looking to move up in the industry.
This presentation covers the whole topic of marketing communication or promotion including the Promotion Mix as Product Mix and Tools of the promotion, fully explained. followed by which promotional objectives and media selection and management.
Integrated Marketing Communications (IMC) is an expansion of utilising both modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the companies brand to stakeholders.
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptetebarkhmichale
Invoice Finance
In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
The promotional mix is one of the 4 Ps of the marketing mix. This presentation will equip the viewer with the importance of promotion and AIDA effects of each tool.
Company reputation is built over years but it just
takes seconds to lose it because of unethical
promotions or inability to deliver to your customers. Therefore creating an effective marketing
communication mix through a well-researched strategy
will not only help your reach out to your customers but
also help you adapt to the ever-changing marketing
environment.
Managing integrated marketing communication
BY
M. A. Jalil Khan
B.A. ( Honors) M.A. (First Class)
University of Dhaka
MBA (Marketing & Int`l Business)
. Manager, Marketing & Business Development SQUARE Hospitals Ltd. Dhaka
1. Marketing in Services Sector
Welcome Again!
穆罕默德阿里
Dr. Raja Irfan
Sabir
g.buree@yahoo.com
2. Integrated Marketing Communication
• Approach to brand communications where the
different modes work together to create a seamless
experience for the customer and are presented
with a similar tone and style that reinforces the
brand’s core message.
3. Integrated Marketing Communication
• Its goal is to make all aspects of marketing
communication such as advertising, sales
promotion, public relations direct marketing,
online communications and social media work
together as a unified force, rather than permitting
each to work in isolation, which maximizes their
cost effectiveness
5. Promotional Strategy
A plan for the optimal use of
the elements of promotion:
AdvertisingAdvertising
Public RelationsPublic Relations
Personal SellingPersonal Selling
Sales PromotionSales Promotion
7. 7
Differential Advantage
Unique FeaturesUnique Features
Excellent ServiceExcellent Service
Low PricesLow Prices
Rapid DeliveryRapid Delivery
High Product QualityHigh Product Quality
FeaturesFeatures
that providethat provide
DifferentialDifferential
AdvantageAdvantage
FeaturesFeatures
that providethat provide
DifferentialDifferential
AdvantageAdvantage
8. Promotional Mix
Combination of promotion
tools used to reach the target
market and fulfill
the organization’s
overall goals.
AdvertisingAdvertising
Public RelationsPublic Relations
Personal SellingPersonal Selling
Sales PromotionSales Promotion
13. Public Relations
The marketing function that
evaluates public attitudes,
identifies areas within the
organization that the public
may be interested in, and
executes a program of action
to earn public understanding
and acceptance.
14. Public Relations
Evaluates public
attitudes
Evaluates public
attitudes
Identifies areas
of public interest
Identifies areas
of public interest
Executes programs
to “win” public
Executes programs
to “win” public
Functions ofFunctions of
Public RelationsPublic Relations
Functions ofFunctions of
Public RelationsPublic Relations
21. Characteristics of Advertising
Communication ModeCommunication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large AudienceReaching Large Audience
Message FlexibilityMessage Flexibility
AdvertisingAdvertisingAdvertisingAdvertising
Indirect and non-personalIndirect and non-personal
LowLow
LittleLittle
DelayedDelayed
One-wayOne-way
YesYes
YesYes
FastFast
Same message to all audiencesSame message to all audiences
22. Characteristics of Public Relations
Communication ModeCommunication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large AudienceReaching Large Audience
Message FlexibilityMessage Flexibility
Public RelationsPublic RelationsPublic RelationsPublic Relations
Usually indirect, non-personalUsually indirect, non-personal
Moderate to lowModerate to low
LittleLittle
DelayedDelayed
One-wayOne-way
NoNo
NoNo
Usually fastUsually fast
Usually no direct controlUsually no direct control
23. Characteristics of Sales Promotion
Communication ModeCommunication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large AudienceReaching Large Audience
Message FlexibilityMessage Flexibility
Sales PromotionSales PromotionSales PromotionSales Promotion
Usually Indirect and non-personalUsually Indirect and non-personal
Moderate to lowModerate to low
Little to moderateLittle to moderate
VariesVaries
Mostly one-wayMostly one-way
YesYes
YesYes
FastFast
Same message to varied targetSame message to varied target
24. Characteristics of Personal Selling
Communication ModeCommunication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large AudienceReaching Large Audience
Message FlexibilityMessage Flexibility
Personal SellingPersonal SellingPersonal SellingPersonal Selling
Direct and face-to-faceDirect and face-to-face
HighHigh
MuchMuch
ImmediateImmediate
Two-wayTwo-way
YesYes
YesYes
SlowSlow
Tailored to prospectTailored to prospect
27. Marketing Communication
Categories of
Communication
Categories of
Communication
InterpersonalInterpersonal
CommunicationCommunication
InterpersonalInterpersonal
CommunicationCommunication
MassMass
CommunicationCommunication
MassMass
CommunicationCommunication
28. The Communication Process
As SendersAs Senders As ReceiversAs Receivers
Inform
Persuade
Remind
Develop messages
Adapt messages
Spot new
communication
opportunities
29. The Sender and Encoding
SenderSender The originator of the message in the
communication process.
The originator of the message in the
communication process.
EncodingEncoding The conversion of a sender’s ideas and
thoughts into a message, usually in the
form of words or signs.
The conversion of a sender’s ideas and
thoughts into a message, usually in the
form of words or signs.
30. The Communication Process
NoiseNoise
SenderSender Encoding
Message
Encoding
Message
Message
Channel
Message
Channel
Message
Channel
Message
Channel
Decoding
Message
Decoding
Message ReceiverReceiver
31. Advertising
• Advertising is a single component of the
marketing process. It's the part that involves
getting the word out concerning your business,
product, or the services you are offering.
• It involves the process of developing strategies
such as ad placement, frequency, etc.
32. Basics
• Advertising includes the placement of an ad in
such mediums as newspapers, direct mail,
billboards, television, radio, and of course the
Internet.
• Advertising is the largest expense of most
marketing plans, with public relations following in
a close second and market research not falling far
behind.
33. Basics
Advertising
1. Identifies a current problem / opportunity for the
product, service or corporate brand
2. Identifies the customers who can best solve /
create that problem / opportunity
3. Creates the most relevant and distinctive way of
communicating to them in creative & media terms
34. Basics
• “Advertising is any paid-for communication
overtly intended to inform and/or influence one or
more people”.
Jeremy Bullmore, Director, WPP
• “Advertising says to people, 'Here's what we've
got. Here's what it will do for you. Here's how to
get it”. Leo Burnett
35. Basics
“I do not regard advertising as entertainment or an
art form, but as a medium of information.”
David Ogilvy
36. Basics
Different models of communication:
- Persuasion
- Engagement
- Participation
- Facilitation
- Conversation
37. Basics
Advertising Objectives
• To provide information
• To Remind the public
• To change social attitude
• To induce the public
• To convince customers for direct purchase
• To encourage salespersons
• etc
38. Basics
Types of Advertising
• Television advertising / Music in advertising
• Infomercials
• Radio advertising
• Online advertising
• Product placements / Covert advertising / Guerilla
Advertising
39. Basics
Types of Advertising
• Press advertising
• Billboard advertising
• Mobile billboard advertising
• In-store advertising
• Coffee cup advertising
• Street advertising
40. Basics
Types of Advertising
• Sheltered Outdoor Advertising
• Celebrity branding
• “Conquesting” as used in the Advertising industry,
is a means to deploy an advertisement for one's
products or services adjacent to editorial content
relating to the competitor or the competitors'
products.
41. Basics
• Coolhunting is a term coined in the early 1990s
referring to a new breed of marketing
professionals, called coolhunters. It is their job to
make observations and predictions in changes of
new or existing cultural trends.
42. Basics
• Copy testing is a specialized field of marketing
research that determines an ad’s effectiveness
based on consumer responses, feedback, and
behavior.
• Also known as pre-testing, it covers all media
channels including television, print, radio,
internet, and social media.
43. Basics
• Family in Hunting: different members of the
family are portrayed in different ways within
advertising and such portrayals often reflect the
traditional roles of each member during the time in
history in which the advertisement is presented.
44. Basics
• Market overhang
• Reality Marketing is a form of Permission
marketing that blends many types of interactive
advertising techniques into a Reality television
show format.
45. Basics
• Performance-based advertising is a form of
advertising in which the purchaser pays only when
there are measurable results.
• Performance-based advertising is becoming more
common with the spread of electronic media,
notably the Internet, where it is possible to
measure user actions resulting from advertisement.
46. Basics
• A pseudo-event is an event or activity that exists
for the sole purpose of the media publicity and
serves little to no other function in real life.
• Without the media, nothing meaningful actually
occurs at the event, so pseudo-events are
considered “real” only after they are viewed
through news, advertisement, television or other
types of media.
47. Basics
Pseudo-event
• An extremely simple example is sitting for a
family portrait: the event serves no purpose other
than to be viewed through a photograph.
• Other examples include press conferences,
advertisements, media spectacles, and many types
of news.
48. Basics
Psychological manipulation is a type of social
influence that aims to change the perception or
behavior of others through underhanded,
deceptive, or even abusive tactics.
By advancing the interests of the manipulator, often
at the other's expense, such methods could be
considered exploitative, abusive, devious, and
deceptive.
49. Basics
A scad is a portmanteau of the words scam and
advertisement, usually in reference to internet
spam.
The term has been used by the Alliance Against Bait
and Click to describe scam ads that lure
consumers to click on their site using a brand
name or an outrageous deal while in turn
providing suspect products and deals.
50. Basics
Shock advertising or Shockvertising is a type of
advertising generally regarded as one that
“deliberately, rather than inadvertently, startles and
offends its audience by violating norms for social
values and personal ideals.”
51. Basics
Advergaming (a portmanteau of "advertising" and
"gaming") is the practice of using video games to
advertise a product, organization or viewpoint.
52. All Easy Questions and Suggestions are Welcome
Please!
Shukran Xie Xie
Thank You
Gracious
That’s All Folks
穆罕默德阿里
Dr. Raja Irfan Sabir
g.buree@yahoo.com