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Introduction to Public Relations School of Communication Studies James Madison University

Introduction to Public Relations School of Communication Studies James Madison University Dr. Michael Smilowitz. What to expect?. Distinguish public relations, marketing and advertising. Discuss the ways pr provides for the marketing function.

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Introduction to Public Relations School of Communication Studies James Madison University

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  1. Introduction to Public Relations School of Communication Studies James Madison University Dr. Michael Smilowitz

  2. What to expect? • Distinguish public relations, marketing and advertising. • Discuss the ways pr provides for the marketing function. • Describe the value of pr in marketing activities. • Describe the product news release. • Discuss the value of sponsorships.

  3. Public Relations Communication activities that responsibly manage the interactions between the needs of individuals [the client(s)] and those of the relevant public [s].

  4. The processes for creating, distributing, promoting, and selling goods or services to consumers. Public Relations Marketing

  5. Public Relations Marketing Advertising The use of controlled (purchased) media (ads, billboards, fliers, etc) to influence targeted publics.

  6. Public Relations Marketing Advertising The use of controlled (purchased) media (ads, billboards, fliers, etc) to influence targeted publics. Note: Marketers uses advertising much more than P.R. practitioners, but P.R. will buy ad space for institutional ads, or op-ads.

  7. PR Marketing Activities Cutlip, Center, and Broom list several activities for PR professionals, including: • Promoting existing products. • Publicizing news and events related to launching new or improved products. • Arranging and publicizing public appearances of marketing spokespersons. • Researching public opinion in marketing areas. • Attracting news-media coverage of sales conferences, trade shows, and other sales promotion events. • Developing consumerism programs.

  8. PR Marketing Activities Wilcox identifies specific activities for fulfilling marketing objectives: • Providing 3rd party endorsements. • Generating sales leads through articles in the trade press about products and services. • Providing inexpensive sales literature. • Establishing the organization as an authoritative source of information on particular products or services.

  9. PR provides marketing support PR professionals are providing marketing support when: 1. Their intended audiences are customers, suppliers, or distributors of their client’s products or services. 2. The evaluation of their activities includes increases in purchases of their client’s products or services.

  10. The Value of PR in marketing • PR relations provides low cost coverage. • PR provides greater credibility than advertising. • PR provides coverage in media in which the client would not otherwise advertise.

  11. Product Releases are important marketing tools Goldman, in Public Relations in the Marketing Mix, is a very useful source of information for using PR to promote products. According to Goldman, the product release describes the features of the product (or service), emphasizes its benefits or uses, and indicates how additional information can be obtained.

  12. Product Releases are important marketing tools • Provide low cost coverage. • Can be directed to media that aim at very specific audiences (e.g. trade journals). • Can be used to announce new products and again to announce new applications of the product. • Are most effective when they are written for their news value rather than an advertising message.

  13. Sponsorships benefits marketing Sponsoring promotes the client’s: • identity • image • and products. • increases brand recognition of the client’s products or services. • increases favorable impressions in the minds of distributors and suppliers. • increases favorable dispositions in the media.

  14. Sponsorships benefits marketing Sponsorship outlets include: • Artistic events • Symphonies, artistic exhibitions • Concerts (especially for younger audiences) • Sporting events • Major events such as auto racing, tennis matches. • Community events, including local teams.

  15. Sponsorships benefits marketing Sponsorship outlets include: • Broadcast programs • Charitable causes • Exhibitions, fairs, trade shows. • Excellent places for providing samples, coupons, and other types of primiums.

  16. Choosing what to sponsor • Visibility? • Contact with targeted audiences? • Opportunities to deliver messages about client’s services or products? • Contribution to public image - positive or risky? • Exclusive sponsorship or lost among too many other sponsors? • Costs, both short and long term?

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