introduction to public relations and publicity management how does this relate to the other elements...
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Introduction to Public Relations and Publicity Management
How does this relate to the other elements of promotion?
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Public Relations Often misused and
misunderstood It is a Management function that
focuses on the relationships and communications that individuals and organizations have with other groups for the purposes of creating mutual goodwill.
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Public Relations Use various forms of
communication to relay information to the audience. A wide variety of media are used to sway public opinion
Involves identifying important ‘publics’ and developing and maintaining relationships
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Consequences of Poorly Managed PR Functions
Loss of customers and revenues
Time lost dealing with complaints or lawsuits
Loss of esteem Weakens brand
equity Impacts ability
to secure financing
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Impact of Negative Publicity Today’s Example: Tom Cruise and
Scientology Negative publicity consequences Incident One – Oprah and her couch
Box Office Impact War of the Worlds - $234 million (budget
$132m) Mission Impossible Three - $133 million
(budget $150m) Lions for Lambs $14.9m (budget $35m)
Before Couch Incident Mission Impossible II $215m
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Companies Dealing Negative Press Steven Jobs and his questionable
health at this time Apple stock prices have fluctuated
resulting from conflicting reports regarding his health
Apple beat Wall Street estimates for profits in 2008
GM continues to cut production and workers; Sales forecasted to drop 20% over 2008
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Advertising vs. PR Advertising uses the
mass media and is paid for by the sponsor Customers view
with skepticism rarely the best tool for building credibility
Carefully placed to gain TA attention
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Differences between Advertising and PR PR Communications
generally are not openly sponsored or financed Info received in the form
of news articles, interviews, feature stories after being edited and reviewed by the media
More credible to publics Less precise in reach Often followed with
corporate ad campaigns to increase effectiveness
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Differences in Viewpoint
Advertising professionals have a business background and view marketing as the umbrella process in which product development, how to distribute and sell them
PR professionals have a background in journalism and feel that pr should be the umbrella process
“PR is a management discipline that encompasses a wide range of activities from marketing to advertising.” Inside PR
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Strengths of PR Targets and maintains relationships with
important stakeholders can reach difficult to reach audiences such
as opinion leaders and upscale consumers pr professionals can advise clients and
companies regarding the implications of trends and corporate activities on consumer opinions
can break through clutter more effectively than ads
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Strengths of PR pr specialists can present the company
as good citizens can handle crises, minimizing negative
effects on the organization’s reputation offers the business more flexibility than
advertising and sales promotion laws less strict for press releases
adds credibility and believability - why would Dan Rather lie? (ha ha!)
cost effective
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Weaknesses of PR lack of control over the story
slant and coverage subject to others’ approval
for news story to run Bottom-line impact difficult to
measure PR objectives are difficult to
quantify
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Who are the Publics? all of the
audiences that the marketing communicator targets to receive messages about the company or who are perceived as influencing opinions about the firm
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Segments to Target Internal
Stakeholders employees shareholders suppliers,
distributors, brokers, wholesalers, retailers, dealers
consumers (regular or loyal)
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External Publics The media local community
neighbors local, regional and
federal governmental bodies and regulators
financial community special interest groups prospective
customers, employees, shareholders
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Importance of Stakeholders Employee satisfaction and
confidence WOM (Word of Mouth) Governmental motivation to
monitor financial market confidence community involvement and
perceptions consumer confidence
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The Public Relations Job
Media relations corporate public
relations crisis management employee relations financial relations public affairs community relations marketing public
relations Reputation
Management
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Media Relations Function primarily
responsible for publicity generation and management
Develop personal relations with media contacts
provide information regarding story ideas press releases supplemental info
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Corporate PR High-level
counseling with senior management about the company’s overall reputation, its image in the eyes of the various stakeholders, and its response to issues that may impact the success of the firm
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Corporate PR Issue Management
practice of planning a company’s response to important issues
Corporate advertising ads used to create
positive attitudes and goodwill toward the firm
Advocacy Advertising expresses a viewpoint
of the firm on an important issue
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Reputation Management Long-term process using a number of
strategies to manage the image or reputation of your client or firm
Tools employed include publicity, press releases, press agentry, crisis management, and community involvement Press agentry
Planning and staging of events Bring attention to new products or services or
portray the organization favorably
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Crisis Management
Strategies to address crises or disasters oil spills, plane
crashes, management improprieties
Unless react quickly and effectively can destroy brand value
Often referred to as reactive PR addresses negative
publicity
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Employee Relations
Motivation programs newsletters flyers video programming bulletin boards
Keys to success security consideration recognition opportunity respect participation
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Financial Relations Comply with
governmental regulations
manage communications with stockbrokers, investors
distribute and deal with financial reporting of acquisitions, actions that effect stock prices
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Public Affairs and Community Relations Public Affairs -
focus on communication with government agencies
Community Relations management of
relations with stakeholders in the local community event marketing
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Marketing Public Relations
Seeks positive publicity for products
very important for new products MPR specialists work closely with
marketing staff members on the design of the new product, strategic positioning in the marketplace
handle special events for major announcements
coordination of imc