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PR in IMC Campaigns

PR in IMC Campaigns. Building relationships Objectives (K, A, B): Get people aware/to k now about something Create positive a ttitudes Do something ( b ehavior) that will contribute to company goals. How?. Media Relations Publicity Credibility Interactivity w/ target audiences

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PR in IMC Campaigns

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  1. PR in IMC Campaigns • Building relationships • Objectives (K, A, B): • Get people aware/to know about something • Create positive attitudes • Do something (behavior) that will contribute to company goals

  2. How? • Media Relations • Publicity • Credibility • Interactivity w/ target audiences • Special events (e.g. trade shows, concerts ...) • “Buzz” / viral • Consumer Generated Media (CGM) (e.g. YouTube) • Social networking (e.g. Facebook)

  3. Media Relations • B2B (business to business) • Trade / industry / specialized media • B2C (business to consumer) • Mainstream • Print, broadcast, Web (e.g. CMT.org) • ID through • media directories • e.g. Bacon’s, Burrelle’s, Vocus, SRDS ... • Google, Yahoo, newstands ...

  4. Media relations • Make it easy for media • What’s the “hook” in news or feature release or pitch? • TIPCUP (Timely info, has Impact on people, involves someone Prominent, involves Conflict, is Unusual/Unique, involves Proximity/local action) • What’s the background / context? • Media kit • Backgrounder • Bio • Photos/graphics /logo • Fact sheet • Timeline

  5. Interactivity • Special events (e.g. CD launch party) • Good for publicity and relationships • Pre-event publicity (controlled & uncontrolled media) • Media alerts / releases • Chalk / posters / fliers • Social networking / Facebook • Web • Post-event publicity • PNRs • Web site (photos, blog, podcast)

  6. Need a special event plan • Objectives • Key message points • SWAG / promotional giveaways • Celebrity? • Capture names / interest of participants for future correspondence • Consider CSR (corporate social responsibility)/ outreach

  7. Other ways to involve ... • Contests • Give Value • Web downloads • Newsletter / email / text alerts

  8. PR IMC examples • Starkist Tuna • declining sales • brought back Charlie • Used nostalgia • Gained lots of media publicity • News • Special events (lunch giveaways) • Outreach to Jewish community (giveaways) • Potato Board campaign (see handout)

  9. Other Communication Strategies • Consistent Theme / Brand • Use emotional & logical appeals • Incorporate homophily (similarity w/ audience) • Positive messages that are • meaningful • memorable • understandable • believable • testimonials • endorsement / partnerships

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