Chapter 20 Public Relations and Corporate Advertising.
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Presentation on theme: "Chapter 20 Public Relations and Corporate Advertising."— Presentation transcript:
1 Chapter 20Public Relations and Corporate Advertising
2 Public RelationsMarketing and management communications function that deals with a firm’s public issuesPublicity: News coverage of events related to a firm’s products or activities but are not controlled by the firmObjectivesPromote goodwillPromote a product or servicePrepare internal communicationsCounteract negative publicityLobbyGive advice and counselCh 20: Public Relations 2
3 Microsoft turned to “warm and fuzzy” corporate advertising to combat the negative publicity of the Department of Justice case against the firm
4 Objectives of Public Relations Promote goodwillPromote a product or servicePrepare internal communicationsCounteract negative publicityLobbyGive advice and counselCh 20: Public Relations 4
5 Tools of Public Relations Press releasesFeature storiesCompany newslettersInterviews and press conferencesSponsored eventsPublicityCh 20: Public Relations 5
6 Public Relations and New Media 1. Distribute newsletters2. Combat rumors3. Present testimonials4. Cut through media clutterCh 20: Public Relations 6
7 Public Relations Strategies Proactive PR strategyGuided by marketing objectivesPublicize a company and its brandsTake an offensive rather than defensive postureReactive PR strategyDictated by external influencesFocuses on problems, not opportunitiesRequires defensive measuresCh 20: Public Relations 7
8 Proactive Strategies Public relations audit Public relations plan Current situation analysisProgram objectivesProgram rationaleCommunications vehiclesMessage contentCh 20: Public Relations 8
9 Reactive Strategies Public relations audit Identification of vulnerabilitiesCh 20: Public Relations 9
10 Corporate Advertising Designed to establish a favorable attitude toward a company as a wholeObjectives:Build the image of the firmBoost employee morale or attract new employeesCommunicate an organization’s viewsPosition the firm’s productsPlay a role in integrated brand promotionCh 20: Public Relations 10
11 Corporate advertising features the firm rather than one of the firm’s brands.
12 Types of Corporate Advertising Corporate image advertising: Create a favorable predisposition toward the firm—not designed to affect sales.Advocacy advertising: Establish the firm’s position on important social, political or environmental issues.Cause-related advertising: Features a firm’s affiliation with an important social cause.Ch 20: Public Relations 12
13 Drinking and driving is an important social issue featured in corporate cause-related advertising