Introductory Scenario: Bring on the Buzz Procter & Gamble creates buzz for Charmin Enjoy the Go! Campaign A dozen support agencies involved Created on site “go teams” who greeted visitors but were also screened for social media skills Celebrities get into the act Sponsor a Broadway show and get news media involved—TV, newspaper, blogs
Public Relations The marketing and management communications process to foster goodwill between a firm and its constituents: Customers Stockholders Suppliers Employees Government entities General public
A New Era for Public Relations? Firms are using PR in new and different ways to create visibility and image for a brand by getting people to “talk” about the brand. BUT… PR is NOT the tool for establishing brands in the market. PR lacks the strategic control needed to establish a brand within the segment in the manner desired by a firm. It is true that corporate execs want more “action” and visibility from promotion. PR is now more prominent in many IBP campaigns as consumer tire of mass media advertising. Good PR can create a positive social “epidemic.”
Public Relations and Damage Control Intel—Caused its own PR crisis by not responding to concerns about the performance of the Pentium chip. Taco Bell and the PR “curse” of social networking. Walmart in nearly constant damage control. But, companies need to learn to handle bad news.
Objectives of Public Relations Promote goodwill Promote a product or service Prepare internal communications Counteract negative publicity Lobby Give advice and counsel
Tools of Public Relations Press releases Feature stories Company newsletters Interviews and press conferences Sponsored events Publicity
Public Relations Strategies Proactive PR strategy o Guided by marketing objectives o Publicize a company and its brands o Take an offensive rather than defensive posture Reactive PR strategy o Dictated by external influences o Focuses on problems, not opportunities o Requires defensive measures
Proactive Strategies Public relations audit Public relations plan o Current situation analysis o Program objectives o Program rationale o Communications vehicles o Message content
Reactive Strategies Public relations audit Identification of vulnerabilities
Influencer Marketing A series of personalized marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word-of-mouth in a broader and relevant segment of the population. The idea is to give the influencer something positive to talk about with respect to firms and brands.
Professional Influencer Programs Targeting professionals (doctors, therapists, lawyers, accountants, etc.) with positive PR messages with goal of having these “professionals” influence their clients attitude toward a brand. “Seeding the conversation” between the professionals and their clients. Tactics include trade show displays, direct mail communications, and personal selling calls—all IBP techniques. The process provides professionals with “intellectual currency.”
Peer-to-Peer Influencer Programs Targeting social networks with positive messages about a brand to pass along through their social networks. The programs provide “social currency” within peer networks. Buzz and Viral Marketing
Peer-to-Peer Influencer Programs Buzz and Viral Marketing Buzz marketing is creating an event or experience that yields conversations that include the brand. Viral marketing is the process of consumers marketing to consumers via: –The Web (e.g., via blogs, social media, or forwarding YouTube links) or through personal contact. Simulated by a firm marketing a brand. –The idea behind both buzz and viral marketing strategies is to target a handful of carefully chosen trendsetters or connectors as your influencers, and let them spread the word. Cultivating Connectors –The sophisticated process of cultivating peer-to-peer influencers to positively tout a firm’s brand. –Procter & Gamble has enrolled 600,000 “connectors” in its Vocalpoint program—mostly women with wide social networks.
Corporate Advertising Designed to establish a favorable attitude toward a company as a whole. Objectives: Build the image of the firm Boost employee morale or attract new employees Communicate an organization’s views Position the firm’s products Play a role in integrated brand promotion
Corporate advertising features the firm rather than one of the firm’s brands. Courtesy BMW
Types of Corporate Advertising Corporate image advertising: Create a favorable predisposition toward the firm—not designed to affect sales. Advocacy advertising: Establish the firm’s position on important social, political or environmental issues. Cause-related advertising: Features a firm’s affiliation with an important social cause. Green Marketing: Corporate efforts that embrace a cause or a program in support of the environment.
Drinking and driving is an important Social issue prompting corporate cause advertising. Courtesy, Miller Brewing Co.