2. IMC: Public Relations, Sponsorship and Corporate Advertising

3. 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

4. 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

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

6. 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

7. 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

8. 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

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

10. The Public Relations Job
News release from McGraw-Hill Companies

11. 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

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

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

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

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

16. 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

17. 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

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

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

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