1 / 13

Ch. 17 Public Relations, Publicity, and Corporate Advertising

Ch. 17 Public Relations, Publicity, and Corporate Advertising. Public Relations – a management function that has as its primary responsibility the goal of communicating and gaining acceptance of the organization’s policies and programs within its various communities.

elan
Download Presentation

Ch. 17 Public Relations, Publicity, and Corporate Advertising

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Ch. 17 Public Relations, Publicity, and Corporate Advertising • Public Relations – • a management function that has as its primary responsibility the goal of communicating and gaining acceptance of the organization’s policies and programs within its various communities.

  2. Public Relations with Whom? • Who could be the internal target audience? Who could be the external target audience?

  3. Six Occasions for PR • Communication with Audiences (Internal/External) • Community Relations • Product Launch • Product Re-launch • Product Support • Crisis Management

  4. Tools of PR Includes: • Press releases • Press conferences • Video press releases • Community involvement • Corporate advertising • Advocacy and cause-related advertising • Crisis management

  5. Advantages/Limitations of PR • More credible than advertising • Excellent for building trust and company image among consumers • Interest (lead) generation • Ability to reach specific groups • Lower cost than advertising • Less clutter Limitations?

  6. Process of Conducting Public Relations Determining and Evaluating Public Attitudes Establishing a Public Relations Plan • Developing and Executing the PR Program • Determining relevant target audience (In/External) • Implementing the Public Relations program Evaluating the PR Program

  7. Publicity Publicity refers to the generation of news about a person, product, or service that appears in broadcast or print media. Difference b/t Public Relations and Publicity

  8. Corporate Advertising Corporate advertising is designed to promote the firm overall -- either by enhancing its image, assuming a position on a social issue or cause, or seeking direct involvement from the market. Objectives of Corporate Advertising More specific applications include:

  9. Types of Corporate Advertising • Image advertising • Advocacy advertising • Cause-related marketing

  10. Crisis Management • Before the crisis

  11. Crisis Management (cont.) • During the Crisis

  12. Crisis Management (cont.) • Press briefings: • Avoid:

  13. Measuring Effectiveness of PR • Most Common Methods: • Like measuring advertising by media placements

More Related