IMC: Public Relations, Sponsorship and Corporate Advertising

Chapter 17 Objectives Distinguish between advertising & public relations Discuss the key elements of crisis communications Describe the difference between public relations and publicity Identify the tools public relations practitioners use Describe the types of sponsorship advertising and their benefits Explain how event sponsorships can fit into an IMC plan Define advocacy advertising & debate its role in a free society Explain the role of corporate identity advertising

The Role of Public Relations PR manages communication between stakeholders (publics) in order to: Develop goodwill Affect public opinion Improve reputation Good PR creates Mutual Understanding Positive Outcomes Good Long-term Relationships

The Role of Public Relations Book signings are a common form of public relations

The Role of Public Relations Differences between PR and Advertising Perceived Bias Ads delivered by purchased media PR messages not openly sponsored Precision & Results Ads placed for reach & frequency PR picked up by external media Practitioner Goals & Orientation Ad industry focuses on marketing communications PR pros consider all corporate communications

The Public Relations Job PR Activities Planning & Research Reputation Management Public Affairs & Lobbying Fundraising, Membership, or Events Speech- writing Publicity Crisis Communications Community Involvement Press Agentry

The Public Relations Job Rainforest Action Network fundraising ad Insert photo 11.6, p. 345 Rainforest Action Network ad Position = 2.9” horizontal, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

The Public Relations Job News Releases Multimedia Press Kits PR Tools Posters & Exhibits Photos Printed Materials Feature Articles

The Public Relations Job News release from McGraw-Hill Companies

Sponsorship and Events Sponsorship: cash or in-kind payment for a commercial opportunity Philanthropy: support of a cause without commercial incentive Sponsorship Advantages Sponsorship Drawbacks Rising cost of traditional media Fragmented media audience Diversity of leisure activities Efficient way to reach groups Stakeholders get involved In-person access to customers Reinforcement of position Loyalty promotes sales Cost can be too high for a single sponsor Cosponsored events can be cluttered Return-on-investment hard to gauge

Sponsorship and Events: Types of Sponsorship Annual growth of advertising, sales promotion and sponsorship

Sponsorship and Events: Types of Sponsorship Sports Marketing Entertainment Causes Arts Festivals, Fairs and Annual Events Associations & Organizations Venue Marketing

Sponsorship and Events: Types of Sponsorship Campbell’s sponsors Stamp Out Hunger

Sponsorship and Events: Types of Sponsorship U.S. Cellular paid money to associate their name with a sports arena

Sponsorship and Events: Methods of Sponsorship Companies can buy into an existing event or Companies can create a new event of their own Good fit between sponsor and brand is most important

Sponsorship and Events: Measuring Sponsorship Results IEG’s suggestions for measuring the value of events: Establish clear objectives Set measurable goals Measure against a benchmark Don’t change other variables during sponsorship Incorporate evaluation tools Establish a budget at the outset Pre- & post-event Surveys Media spending equivalency Revenue tracking devices

Corporate Advertising Goals of Corporate Communications Improve Public Relations Establish Corporate Identity Recruit New Employees

Corporate Advertising Public Relations Advertising Corporate/Institutional Advertising Corporate Identity Advertising Recruitment Advertising

Corporate Advertising Home Depot uses public relations advertising to inform consumers about the company’s work in the community