Public Relations,

Publicity, and
Corporate
Advertising
The Role of Public Relations
To manage relationship with the
To manage relationship with the
public
General
Public

Employees Customers
CLIENT

Suppliers Stockholders
Public Relations Management
Process
 Determination and evaluation of
public
 Identification of policies and
procedures
 Development and execution of
the program
Four Classes of Marketing
and Public Relations
Example: Example:

Weak
MARKETING Small social Hospitals,
service colleges and
agencies universities

Example: Example:
Strong

Small Large, Fortune

manufacturing five-hundred
companies companies

Weak Strong
PUBLIC RELATIONS
Marketing Public Relations
(MPR) Functions
 Building marketplace excitement
before media advertising breaks
 Creating advertising news where
there is no product news
 Introducing a product with little
or no advertising
 Continued
 Providing a value-added customer
service
 Building brand-to-customer bonds
 Influencing the influential (i.e.,
providing information to opinion leaders)
 Defending products at risk and giving
customers a reason to buy
 Evaluating Public Relations Plans
1. Does the plan reflect a thorough
understanding of the company’s
business situation?
2. Has the PR program made good use of
research and background sources?
3. Does the plan include full analysis of
recent editorial coverage?
4. Do the PR people fully understand the
product’s strengths and weaknesses?
5. Does the PR program describe several
relevant conclusions from the research?
 continued
6. Are the program objectives specific and
measurable?
7. Does the program clearly describe what the PR
activity will be and how it will benefit the
company?
8. Does the program describe how its results will be
measured?
9. Do the research, objectives, activities, and
evaluations tie together?
10. Has the PR department communicated with
marketing throughout the development of the
program
Research on Public Attitudes

 Provides input for the planning process

 Serves as an “early warning system”

 Secures internal cooperation, support

 Increases communications effectiveness

Public Relations Audiences
 Employees of the firm
 Stockholders and investors
 Community members
 Suppliers and customers
 Print and broadcast media
 Educators
 Civic and business organizations
 Governments
 Financial groups
Public Relations Tools
 Press releases
 Press conferences
 Exclusives
 Interviews
 Community involvement
 The internet
Promotional Publications
 Inserts  News releases
 Enclosures  Media kits
 Annual reports  Booklets
 Posters  Leaflets
 Bulletin boards
 Pamphlets
 Exhibits
 Audiovisuals
 Brochures
 Speeches
 Manuals
 Books
 Letters

Advantages of Public Relations
Credibility
 Cost
 Avoidance of clutter
 Lead generation
 Selectivity
 Image building eg; Tylenol
 Disadvantage – not complete
the Communication process
Misfire thru mismanagement,
Lack of coordination
 Measuring the Effectiveness of
Public Relations
 personal observation and reaction
 matching objectives and results
 the team approach
 public opinions and surveys
 management by objectives
 Audits- internal – superiors and
peers
 External-consultants etc
 PUBLICITY
 Generation of news about a person,
product, or service that appears in
broadcast or print media
 Short term strategy
 The Power of Publicity
 The Control and Dissemination of
Publicity (press releases, or “leaks”
may be used to make sure that the
information gets out.)
Advantages and Disadvantages of
Publicity
 credibility
 news value
 high word-of-mouth
communications
 perceived endorsement by the
media
 Disadvantages
 timeliness and (2) accuracy
 Why corporate Advertising is
controversial?
 Consumers are not interested in this
form of advertising
 It is a costly form of self indulgence
 The firm must be in trouble
 Corporate advertising is a waste of
money.
 Objectives
• 1) creating a positive image for the firm and
• (2) communication of the organization’s views on
social, business and environmental issue

• Boost employee morale

• Smooth labor relations
• Help newly deregulated industries
 Ease consumer uncertainty
 Answer investor questions

• Help diversified companies

 Establish identity for parent firm
 Decrease reliance solely on brand
 Corporate Advertising
Types

1.Image advertising-
 General image or positioning ads
Sponsorships
Recruiting
Generating financial support

2.Advocacy advertising- addresses

social ,business or environmental issues.

3.Cause-related advertising
Advantages and Disadvantages of
Corporate Advertising
 excellent vehicle for positioning the firm
 way of reaching select target markets
 takes advantage of the efforts of public
relations.
 Disadvantages
 ethically wrong.
 Questionable effectiveness.
 Measuring the Effectiveness of
Corporate Advertising
 , attitude surveys, studies relating
corporate advertising and stock
prices, and focus group research