1. © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

2. Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Explains the role of public relations, sponsorships, and corporate advertising in relationship marketing and integrated marketing communications

3. Objectives Distinguish between advertising and public relations Discuss the key elements of crisis communications Describe the difference between press agentry and publicity Identify the tools public relations practitioners use Explain how event sponsorships can fit into an IMC plan Define advocacy advertising and debate its role in a free society Explain the role of corporate identity advertising

4. The Role of Public Relations Public Relations The management function that focuses on the relationships and communications that individuals and organizations have with other groups for the purpose of creating mutual goodwill

5. The Difference Between Advertising and Public Relations Public RelationsAdvertising Free mediaPaid media Not openly sponsored Openly sponsored Imprecise placement Precise placement

6. Advertising and PR in the Eyes of Practitioners PR Perspective Adv Perspective Public RelationsMarketing

7. The Public Relations Job PR planning and research Reputation management Opinion sampling Crisis communications management Publicity and press agentry Community involvement

8. The Public Relations Job PR planning and research Reputation management Public affairs and lobbying Speechwriting Other public relations activities Fundraising and membership drives Publications Special events management

9. Exchanges perception, satisfaction Public Relations Tools News releases and press kits News releasePress kit

10. Exchanges perception, satisfaction Public Relations Tools News releases and press kits Photos Featured articles Printed materials House organ Posters, exhibits, bulletin boards Audiovisual materials Video news release

11. Exchanges perception, satisfaction Sponsorships and Events The growth of sponsorship A cash or in-kind fee paid to a property in return for access the exploitable commercial potential associated with that property Sponsorship

12. Exchanges perception, satisfaction Sponsorships and Events The growth of sponsorship Benefits of sponsorship Public approval Stakeholder involvement Face-to-face access Employee morale Cost effective Drawbacks of sponsorship

13. Exchanges perception, satisfaction Sponsorships and Events CostClutterEvaluation The growth of sponsorship Benefits of sponsorship Drawbacks of sponsorship

14. Exchanges perception, satisfaction Types of Sponsorships Ambush marketing Sports marketing

15. Exchanges perception, satisfaction Types of Sponsorships Sports marketing Entertainment marketing Festivals Fairs Events Causes Arts and culture Venue marketing

16. Exchanges perception, satisfaction Corporate Advertising Public relations advertising Corporate/ Institutional advertising Advertorials Advocacy advertising Market prep corporate Corporate identity advertising

17. Exchanges perception, satisfaction Corporate Advertising Public relations advertising Corporate identity advertising Recruitment advertising Corporate/ Institutional advertising