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 Copyright © 2010 Pearson Education Canada

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 Copyright © 2010 Pearson Education Canada

The Roles of Public Relations Buzz Marketing Public Affairs and Lobbying Media Relations Fundraising Copyright © 2010 Pearson Education Canada

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 Copyright © 2010 Pearson Education Canada

Copyright © 2010 Pearson Education Canada Issue Management Copyright © 2010 Pearson Education Canada

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. Copyright © 2010 Pearson Education Canada

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. Copyright © 2010 Pearson Education Canada

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 Copyright © 2010 Pearson Education Canada

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 Copyright © 2010 Pearson Education Canada

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. Copyright © 2010 Pearson Education Canada

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 Copyright © 2010 Pearson Education Canada

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. Copyright © 2010 Pearson Education Canada

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 Copyright © 2010 Pearson Education Canada

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 Copyright © 2010 Pearson Education Canada

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. Copyright © 2010 Pearson Education Canada

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 Copyright © 2010 Pearson Education Canada

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. Copyright © 2010 Pearson Education Canada

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. Copyright © 2010 Pearson Education Canada

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 Copyright © 2010 Pearson Education Canada

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 Copyright © 2010 Pearson Education Canada

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. Copyright © 2010 Pearson Education Canada

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 Copyright © 2010 Pearson Education Canada