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Public Relations

Public Relations. Part 5: Integration and Evaluation Chapter 17. Key Points. Explain what Public Relations is and how it differs from advertising Describe the most common types of PR programs Analyze the key decisions in PR planning Explain the most common types of PR tools

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Public Relations

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  1. Public Relations Part 5: Integration and Evaluation Chapter 17 ADVERTISING Principles and Effective IMC Practice

  2. Key Points • Explain what Public Relations is and how it differs from advertising • Describe the most common types of PR programs • Analyze the key decisions in PR planning • Explain the most common types of PR tools • Discuss the importance of measuring the results of PR efforts ADVERTISING Principles and Effective IMC Practice

  3. The Practice of Public Relations • Used to generate goodwill for an organization • Helps an organization and its publics relate to each other (stakeholders) • Publicity getting news media coverage ADVERTISING Principles and Effective IMC Practice

  4. PR -PR attempts to companymore broadly. -PR goals attempt to build goodwillof organization -PR prepares the materials persuasively to gain acceptance of gatekeepers who decide which among many stories will be covered e.g. editors, news director (publicity: gain press coverage of the PR events) PR tend to use more “Uncontrolled media” (gatekeeperinvolved) e.g. mass media PR is more credible coz it appears as news & involves the third-person endorsement PR is more effective if the org.’s trust tends to be high + access the media channel is open Comparing Public Relations and Advertising • Advertising • Ad messages deal with product/services • Ad goals usu. Involve the sales of p/d • Advertisingbuys space & time • - Ad tends to use more “Controlled media” • - Ad is the paid form • - If the org’s trust islow, ad is used to present organization’s viewpoint & restart rebuilding their reputation Media Use, control, Credibility ADVERTISING Principles and Effective IMC Practice

  5. PR Objective • Creating a corporate brand • Shaping or redefining a corporate reputation • Positioning or repositioning a company or brand • Moving brand to new market or a global market • Launching a new product or brand • Disseminating news about a brand, co. or organization • Providing broduct or brand info. • Changing stakeholder attitudes, opinions, or behaviors about a brand or co. Etc. ADVERTISING Principles and Effective IMC Practice

  6. Twenty Key Publics ADVERTISING Principles and Effective IMC Practice

  7. Media relations Focuses on developing media contacts e.g. mass media Knowing who in the media might be interested in the organization’s story Employee relations Programs that communicate information to employees Internal marketing: communication efforts aimed at informing employees about marketing programs & encouraging their support Financial relations All communication efforts aimed at the financial community e.g. bank, financial institute Public affairs Corporate communication programs with government and with the public on issues related to government and regulation Types of Public Relations Programs ADVERTISING Principles and Effective IMC Practice

  8. Fund-raising -- The practice of raising money by collecting donations Cause marketing When companies associate themselves with a cause, providing assistance and financial support “doing good thing and getting credit for it” Crisis management Planning and executing communication during times of organization crisis The program that plan to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics. Avoid and ease the damage if occurs Types of Public Relations Programs ADVERTISING Principles and Effective IMC Practice

  9. Public relations Tools Controllable Uncontrollable Semi-controlled House ads. Public service announcement Special event & Corporate ads. Press releaseSponsorships Advocacy ads. Press conference Word of Buzz Publications Media tours Online communication site Media kits Interview shows Extranet,Intranet,WWW Speaker, Photos, Bylines articles and Films Filter,historical pieces Visual presentation Annual report Public service ads Display,exhibition Special event ADVERTISING Principles and Effective IMC Practice

  10. Corporate Ad. ADVERTISING Principles and Effective IMC Practice

  11. ADVERTISING Principles and Effective IMC Practice

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