1. Market Oriented Public Relations and Sponsorship
Week 2
Lecture 4
Chapter 20

2. Public Relations – Publicity
Growth area why?
Definitions
PR Planning
PR Channels & Tools
Media Relations

3. PR Defined Public Relations is Public relation consists of
The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics
Public relation consists of
All forms of planned communication, outwards and inwards between an organisation and its publics for the purpose of achieving specific objectives concerning mutual understanding

4. IPR Definition The management of reputation:
The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics

5. Public Relations
The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public.
Both reactive and proactive

6. PR 4 Key Aspects Positive – Active Building an image
Positive – Reactive
Protecting an image
Audiences
Internal
External

7. PR Planning Model Appreciation of the situation/problem
Establish objectives
Target publics
Messages
Devise programme
Evaluate results

8. PR Channels/Tools Press Release Exclusive interview Media alert
Press Conference
Press Kit
Exclusive interview
Seminars
Stunts
Newletters

9. More Tools
Open Days
Factory Visits
Giving Public talks
Sponsorship

10. Media Relations
Purpose – to achieve publication or broadcasting of ‘news’ in order to create knowledge, awareness or understanding
WHAT IS NEWS?

11. Building Media Relations
Establish name of editor – Willings Press guide + PIMS
Keep in touch - regularly
Meet editors and journalists at exhibitions
Co-operation not conflict
Ensure media know of specialists available

12. Elements of Corporate Identity
Corporate image
Corporate personality
Culture
Overall strategic
purpose
Products & services
Where made and
distributed
How it communicates
with stakeholders
How it behaves
Influenced by
identity
Values, beliefs
and attitudes held
about the
organisation

13. Six main Factors in Articulating ‘Image’
Dynamic
Pioneering, attention-getting, active
Cooperative
Friendly, well-liked, eager to please
Business
Wise, shrewd, persuasive, well-organised
Character
Ethical, reputable, respectable
Successful
Financial-performance, self-confidence
Withdrawn
Aloof, secretive, cautious

14. Sponsorship
Paying for an association with an individual, group or event
Used to build awareness, develop customer loyalty and improving image held
Generally plays a supporting or secondary role

15. What/Who Can Be Sponsored
People
Events
Competitions
Teams
Television Programmes
Television coverage

16. Exhibitions AKA Trade Shows ‘Expos’ Trade Fairs Road shows
Organisers offer space +++ similar to magazines

17. International Marketing – Exhibitions Ads Uses
Focus Magnet\Marketplace
Demonstration
Sampling Opportunity
Sales opportunity leads
Previews
Competitor monitoring
PR Opportunities
Partnering JV

18. Exhibitions - Downside
Cost ROI
Choice of venue
Reliability of attendance statistics
Success dependent on overall exib success
May be outshone in terms of presentation
Security
Timewasters
Targeting