1. Copyright © 2010 Pearson Education Canada
Public Relations
Activity undertaken to influence the attitudes, opinions, and behaviours of various publics.
Internal Publics
Employees
Distributors
Suppliers
Shareholders
External Publics
Customers
Media
Governments
Community Groups
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2. The Roles of Public Relations
PR makes a positive contribution to the well-being of an organization.
Corporate Communications
Reputation Management
Community Relations and Social Responsibility
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3. The Roles of Public Relations
Buzz Marketing
Public Affairs and Lobbying
Media Relations
Fundraising
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4. Corporate Communications
A company has to create, build and protect its image. PR plays a key role.
An organization communicates where it stands on important issues
Issue
Management
Corporate
Advertising
Messages that create goodwill or show social responsibility
An organization communicates support for an issue of public interest
Advocacy
Advertising
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5. Copyright © 2010 Pearson Education Canada
Issue Management
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6. Copyright © 2010 Pearson Education Canada
Advocacy Advertising
Advocacy advertisements are not trying to sell us a product. They are trying to sell us an idea, to teach us about responsible behaviour or try to get us to think about issues.
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7. Reputation Management
Reputation Management plays a role when an organization faces a crisis.
Consumers and consumer groups challenge inappropriate corporate behaviour.
Corporate links to celebrity endorsers has a negative impact on image.
Executives must be ready with an action plan to remedy any situation that arises.
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8. Reputation Management
Reputation management is often used to prevent or recover from crisis.
reputation management involves understanding an individual's or organization's reputation and taking action to have a positive impact on their reputation. It has real, tangible value that can be measured
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9. Copyright © 2010 Pearson Education Canada
Publicity
“ A company or brand presence in the media; the outcome of good PR.
Newsworthy information should be presented to the media:
New product launches
A discovery
Securing a major contract (new jobs)
Achieving significant goals
Social responsibility achievements
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10. Copyright © 2010 Pearson Education Canada
Buzz Marketing
“Activities that encourage personal recommendations for a branded product.” The activities present word-of-mouth opportunities.
Placing a new product with a group of trendsetters who in turn influence others to purchase. Trendsetters “chat up” the brand.
Product
Seeding
Seeding creates “buzz.” A celebrity using the product in public does the same.
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11. Community Relations / Social Responsibility
Providing resources to support the community generates goodwill for the company.
Community
Relations
Using strategic philanthropy to support opportunities that benefit society and the company.
Social
Responsibility
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12. Copyright © 2010 Pearson Education Canada
Public Affairs
Lobbying
A practice that influences policy decisions of governments.
Organizations lobby governments to sway policy in favour of their best interests.
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13. Copyright © 2010 Pearson Education Canada
Media Relations
A good relationship with the media usually produces positive information being communicated about an organization.
Relationships with the media are built on:
Respect
Honesty
Accuracy (of information)
Professionalism
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14. Copyright © 2010 Pearson Education Canada
Tools of the Trade
Some communications tools are used routinely while others are used periodically.
Press Release
Press Conference
Web sites
Blogs
Publication
Posters and Displays
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15. Copyright © 2010 Pearson Education Canada
Event Marketing
Event Marketing:
An integrated communication plan behind an event theme; the event is planned and promoted by an organization (e.g., a sports event, festival, or theatre production, etc.).
Sponsorship:
Financial support of an event in return for advertising privileges.
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16. Primary Types of Sponsorship
Sports
The Canadian sponsorship market is $1.4 billion annually. Sports attracts anywhere from 60% to 70% of the revenue.
Entertainment
Arts / Culture
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17. Event Sponsorship Strategies
An organization can invest a lot or a little. The benefits are the same but on a different level.
Global
International
National
Regional
Local
Companies like Coca-Cola and McDonald’s sponsor global events and local events. The costs are very different but the benefits are the same.
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18. Copyright © 2010 Pearson Education Canada
Sports Sponsorship
From amateur to professional, and from grassroots to global, sports sponsorships are attractive.
What does Tim Horton’s sponsor?
Ambushers pop up at events. An ambusher is a non-sponsor giving a false impression they are a sponsor.
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19. Copyright © 2010 Pearson Education Canada
Venue Marketing
A corporate name on a building gets the company media exposure.
GM Place
Pengrowth Saddledome
Scotiabank Place
Air Canada Centre
Bell Centre
Rogers Centre
BMO Field
Exposure Opportunities:
News Reports
Live TV coverage
Ads for games
Sports Highlights
Word-of-Mouth
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20. Entertainment Sponsorships
Embraces music concerts and festivals, film festivals and comedy festivals.
Official sponsors:
GM Canada
RioTintoAlcan
Bell
Loto-Quebec
Canada Trust
SAQ
Samsung
Best Buy
Heineken
CBC – Radio-Canada
Montreal
International
Jazz Festival
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21. Arts & Culture Sponsorships
Embraces dance, literature, sculpture, painting and live theatre.
Shaw Festival
Presented by HSBC Bank
“The world’s local bank.”
Theatre specializing in plays by George Bernard Shaw.
Canon Theatre (Toronto)
Venue marketing hits live theatres.
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22. Event Marketing Strategies
Event and sponsorship participation must fit with overall marketing strategy and meet certain criteria:
Exclusivity
Compliments other marketing activities
Targeting capability
Desirable image
Long-term benefits
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