Managing Integrated Marketing Communications (IMC) Relationship Building: Public Relations, Sponsorship and Corporate Advertising Lecture 22

PR: INTRO The term “public relations” has been misinterpreted by many. … “a management function that focuses on the relationships and communications that individuals or other groups have with publics for the purpose of creating mutual goodwill”. These publics may be employees, customers, stockholders, competitors, suppliers, legislators or the community in which the organization resides.

PR: INTRO BEN AND JERRY’S Acquired by Unilever. Problems were spurred by the fact that some people believed its ice cream did not contain natural contents and used artificial flavouring/colour. In 2003 they recalled one particular ice-cream flavour due to traces of peanuts found in it. How do you think Ben and Jerry’s reacted after this disaster? pp. 485-486

Difference between Public Relations and Advertising Main difference revolves around the fact that PR targets a more specific, focused audience and Advertising is used to target the masses. While PR activities offer greater credibility, advertising offers precision and control. pp. 485-486

Marketing Public Relations In support of marketing, PR activities can raise awareness, inform and educate, improve understanding, build trust, make friends, give people reasons or permission to buy and create a climate of consumer acceptance- usually better than advertising.

Public Relations Job PR Planing and Research: employ the same methods used for Marketing Research but also use OPINION SAMPLING. Reputation Management: Publicity and Press Agentry: consists of newsworthy material. Crisis Communications Management: brings PR into damage control mode. Community Involvement Other Public Relations Activities: 

Public Relations Job Public affairs and lobbying Speechwriting Fundraising and membership drives Publications Special events management

Public Relations Tools News releases and Press kits Photos Feature Articles Printed Materials: e-zine, which is a magazine published online or sent by mail. Posters, exhibits and bulletin boards. Audiovisual Materials

Sponsorship Sponsorship is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property. What do Sponsorships encourage? Cause Marketing

Benefits of Sponsorship Public approves of it. Has the ability to involve customers, prospects and other stakeholders. Enhance company image or merchandise with affiliation through an event. Provides face to face access with current and potential customers.

Drawbacks of Sponsorships Too costly Clutter: your brand/company may get lost in the other companies sponsoring a certain event

Types of Sponsorship Sports Marketing Entertainment Causes Arts Festivals and Fairs Associations and membership organizations Venue Marketing

Corporate Advertising Controlled content. Covers the broad area of non-product advertising including PR advertising, institutional advertising, corporate identity advertising and recruitment advertising. www.linkedin.com