Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the.

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Presentation transcript:

Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the goal of communicating and gaining acceptance of the organization’s policies and programs within its various communities.

Public Relations with Whom? n Who could be the internal target audience? Who could be the external target audience?

Six Occasions for PR n Communication with Audiences (Internal/External) n Community Relations n Product Launch n Product Re-launch n Product Support n Crisis Management

Tools of PR Includes: – Press releases – Press conferences – Video press releases – Community involvement – Corporate advertising – Advocacy and cause-related advertising – Crisis management

Advantages/Limitations of PR n More credible than advertising n Excellent for building trust and company image among consumers n Interest (lead) generation n Ability to reach specific groups n Lower cost than advertising n Less clutter Limitations?

Process of Conducting Public Relations Determining and Evaluating Public Attitudes Establishing a Public Relations Plan Developing and Executing the PR Program Determining relevant target audience (In/External) Implementing the Public Relations program Evaluating the PR Program

Publicity Publicity refers to the generation of news about a person, product, or service that appears in broadcast or print media. Difference b/t Public Relations and Publicity

Corporate Advertising Corporate advertising is designed to promote the firm overall -- either by enhancing its image, assuming a position on a social issue or cause, or seeking direct involvement from the market. Objectives of Corporate Advertising More specific applications include:

Types of Corporate Advertising n Image advertising n Advocacy advertising n Cause-related marketing

Crisis Management n Before the crisis

Crisis Management (cont.) n During the Crisis

Crisis Management (cont.) n Press briefings: n Avoid:

Measuring Effectiveness of PR n Most Common Methods: n Like measuring advertising by media placements

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