copyright © 2010 by pearson education, inc. publishing as prentice hall 13 chapter thirteen public...

Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall

13 Chapter Thirteen

Public Relationsand

Sponsorship Programs

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• Identify internal and external stakeholders• Assess the corporate reputation• Audit corporate social responsibility• Create positive image-building activities• Prevent or reduce image damage

F I G U R E 1 3 . 1

Public Relations Functions

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• Employees

• Unions

• Shareholders

• Channel members

• Customers

• Media• Local community• Financial community• Government• Special-interest

groups

F I G U R E 1 3 . 2

Stakeholders

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o Discriminationo Harassmento Pollutiono Misleading communicationso Deceptive communicationso Offensive communications

o Empowerment of employees

o Charitable contributionso Sponsoring local eventso Selling environmentally

safe productso Support community events

Image Destroying Activities

Image Building Activities

F I G U R E 1 3 . 3Examples of Activities that Affect a Company’s Image

Corporate Social Responsibility Audit

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Creating a Positive Image

• Cause-related marketing

• Green marketing

• Pro-environment

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Cause-Related Marketing

• Tie a marketing program to a charity in order to generate goodwell

• Businesses pay over $600 million in cause-related marketing

• Consumer studies:• Nearly 50% switch brands, increase usage, try new brand• 46% felt better about using product when company

supported a particular cause

• Cause liked by one – disliked by another• Choose a cause that is the most popular

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• Improve public schools (52%)• Dropout prevention (34%)• Scholarships (28%)• Clean-up environment (27%)• Community health education (25%)

F I G U R E 13 . 4Causes Consumers Prefer

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Cause-Related Marketing

• Cause should relate to firm’s business• Good fit important• Benefits not-for-profit organization• Not-for-profit organizations compete for

dollars• Publicizing causes

• If publicizes too much, public will recognize companies need to benefit

• Should publicize, but not significant amount

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Green Marketing• Survey concerning green marketing

• Try to save electricity (58%)• Recycle newspapers (46%)• Return bottles and cans (45%)• Buy products –recycled materials (23%)

• Consumers not willing to sacrifice• Price• Quality• Convenience• Availability• Performance

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Pro-Environment Activities

• Low-key approach• Coca-Cola doesn’t publicize its recycling program

• Publicize product benefit (less gas) first, pro-environment second (less pollution)• Prius

• Promote pro-environment• The Body Shop• Honest Tea (biodegradable tea bags)

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• Proactive Strategies• Entitling (claim responsibility for positive

outcomes – Olympic team)• Enhancements (exaggerate on the

positive outcome – Low fat)

• Reactive Strategies• Internet interventions• Crisis management programs• Impression management techniques

F I G U R E 1 3 . 6

Damage-Control Strategies

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1. An expression of guilt, embarrassment, or regret.

2. Statement recognizing inappropriate behavior and acceptance of sanctions because of wrong behavior.

3. Rejection of the inappropriate behavior.4. Approval of the appropriate behavior and a

promise not to engage in the inappropriate behavior again.

5. An offer of compensation or penance to correct the wrong.

F I G U R E 1 3 . 7

Elements of an Apology Strategy

A Crisis Management Technique13-12


Impression Management

• Conscious or unconscious attempt to control image

• Remedial tactics• Expression of innocence• Excuses• Justifications• Other explanations

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Intel’s Response to a Crisis

In 1994, a glitch in Intel’s microprocessors was made public. Not only did Intel avoid a crisis, they actually benefited from the glitch.

After listening to Dennis Carter, discuss why you think Intel was able to benefit from this crises rather than suffer damage to their brand.

Click icon for video.

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Sponsorship Marketing Objectives

• Enhance company image

• Increase firm visibility

• Differentiate a company or brand

• Showcase specific goods or services

• Develop a closer relationship with current and prospective customers

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copyright © 2010 by pearson education, inc. publishing as prentice hall 13 chapter thirteen public...

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