1. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. 15 Public Relations: The Credibility Builder Key Points: What is public relations, and how does it relate to IMC? Why is corporate communication important to IMC programs? What are the strengths and limitations of marketing public relations (MPR)? Chapter Fifteen Chapter

2. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter Perspective The Relationship Angle Public relations is the management of relationships between a company and its various publics or stakeholders. In the brand decision process, public relations messages are particularly useful in:  Announcing new products  Helping prospects and customers find information  Establishing credibility for the brand.

3. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. The Practice of Public Relations Public relations seeks to affect both public opinion and the opinion of specific stakeholders. Its objective is to create goodwill and understanding between an organization and its stakeholders. It is often called Corporate Communications.

4. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Marketing versus PR/Corporate Communications Marketing is generally responsible for managing the image of particular product brands. Public relations programs are generally responsible for managing corporate image. Corporate communication executives and the PR agencies that advise them are focused on maintaining the corporate brand and reputation. Another focus is on opinion and issues management.

5. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Types of Public Relations/Corporate Communications Table 15-2, p.534

6. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. PR Firm, Barkley Evergreen & Partners Exhibit 15-4, p.535

7. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Corporate Advertising Public relations uses two different kinds of advertising: Public service announcements Corporate advertising Corporate advertising can have a number of purposes: Corporate identity Advocacy Social issue

8. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Anheuser-Busch Exhibit 15-6, p.539

9. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Hill and Knowlton Exhibit 15-7, p.541

10. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Corporate Image and Reputation An image can be created. A reputation must be earned.

11. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Johnson & Johnson Exhibit 15-8, p.542

12. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Marketing Public Relations Marketing public relations (MPR) is just one function of public relations. It is a combination of PR and Marketing. MPR is used to: Build brand credibility Make product announcements Reach hard-to-reach target audiences

13. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Marketing Public Relations MPR complements brand message strategy by: 1) Delivering specifically targeted messages to niche demographics, psychographic, ethnic, or regional audiences 2) Influencing the influentials, opinion leaders, or trendsetters 3) Increasing the involvement of customers and other stakeholders through special events

14. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Press Kit Exhibit 15-2, 15-3, p.532

15. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Limitations of MPR MPR has several limitations: Marketers have less control over brand publicity because messages are filtered through media gatekeepers Like advertising, the impact of brand publicity is difficult to quantify in terms of its effect on attitudes and opinions More difficult for publicity programs to create a frequency of mention in the same media vehicle Public relations as an industry has a credibility problem with its own image