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Chapter Fifteen

Public Relations: The Credibility Builder. Key Points: What is public relations, and how does it relate to IMC? Why is corporate communication important to IMC programs? What are the strengths and limitations of marketing public relations (MPR)?. Chapter. Chapter Fifteen. 15.

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Chapter Fifteen

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  1. Public Relations: The Credibility Builder Key Points: What is public relations, and how does it relate to IMC? Why is corporate communication important to IMC programs? What are the strengths and limitations of marketing public relations (MPR)? Chapter Chapter Fifteen 15

  2. The Relationship Angle Public relations is the management of relationships between a company and its various publics or stakeholders. In the brand decision process, public relations messages are particularly useful in: Announcing new products Helping prospects and customers find information Establishing credibility for the brand. Chapter Perspective

  3. Exhibit 15-1, p.531 Swimming to Industry Leadership

  4. Exhibit 15-2, 15-3, p.532 Swimming to Industry Leadership

  5. The Practice of Public Relations Public relations covers a very broad area and a wide variety of activities that seek to affect both public opinion and the opinion of specific stakeholders. Its objective is to create goodwill and understanding between an organization and its stakeholders.

  6. Overview of thePublic Relations Industry Public relations is one of the fastest growing of all the communication functions used in IMC. It is growing because of its ability to reach people with messages that contain a great deal of credibility.

  7. Table 15-2, p.534 Types of Public Relations

  8. Exhibit 15-4, p.535 Barkley Evergreen & Partners

  9. Figure 15-1, p.536 Six Dimensions thatDrive Brand Momentum

  10. Corporate Communication Another level of brand building is the corporate brand. Public relations programs are generally responsible for managing corporate image. Marketing is generally responsible for managing the image of product brands. Corporate communication executives and the PR agencies that advise them are focused on maintaining the corporate brand and reputation. Another focus is on opinion and issues management.

  11. Public relations hopes to: Channel stakeholder opinions toward better understanding of issues Create more positive attitudes towards the company’s actions. Corporate Communication

  12. Public relations uses two different kinds of advertising: Public service announcements Corporate advertising Corporate Advertising

  13. Corporate advertising can have a number of purposes: Corporate identity Advocacy Social issue Corporate Advertising

  14. Exhibit 15-5, p.538 GCI Group

  15. Exhibit 15-6, p.539 Anheuser-Busch

  16. Exhibit 15-7, p.541 Hill and Knowlton

  17. Corporate Image and Reputation An image can be created. A reputation must be earned.

  18. Exhibit 15-8, p.542 Johnson & Johnson

  19. Marketing Public Relations Marketing public relations (MPR) is just one function of public relations. MPR is used to: • Build brand credibility • Make product announcements • Reach hard-to-reach target audiences

  20. MPR complements brand message strategy by: Increasing brand message credibility Delivering specifically targeted messages to niche demographics, psychographic, ethnic, or regional audiences Influencing the influentials, opinion leaders, or trendsetters Increasing the involvement of customers and other stakeholders through special events Marketing Public Relations

  21. Exhibit 15-9, p.544 Harley-Davidson

  22. Exhibit 15-10, p.546 Water Pik Flosser

  23. Exhibit 15-13, p.551 PR Newswire

  24. Strengths and Objectives of MPR IMC objectives for MPR are: • To build a climate of acceptance for a company and its brands • To increase brand awareness • To increase the credibility and believability of brand claims • To use news and human interests to break through clutter • To reach hard-to-reach audiences through articles in special interest and trade publications • To reach other stakeholder groups • To do all these things in a very cost-effective way

  25. Exhibit 15-14, p.552 Beaupre & Co

  26. Exhibit 15-16, p.554 AccessLine Communications

  27. Limitations of MPR MPR has several limitations: • Marketers have less control over brand publicity because messages are filtered through media gatekeepers • Like advertising, the impact of brand publicity is difficult to quantify in terms of its effect on attitudes and opinions • More difficult for publicity programs to create a frequency of mention in the same media vehicle • Public relations as an industry has a credibility problem with its own image

  28. Exhibit 15-18, p.559 American Indian College Fund

  29. Reputation and Relationships IMC programs that contribute to positive relationships move beyond image advertising and seek to affect reputation through credible brand messages. Good citizenship or social responsibility is also an important part of a reputation program. Research shows that consumers will change their buying habits to support companies they perceive as being socially responsible.

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