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Public Relations

Chapter 20


Public Relations is the profitable integration of an organization’s new and continuing relationships with stakeholders, including customers, by managing all communications contacts with the organization that create and protect the brand and reputation of the organization.

C. L. Caywood, The Handbook of Strategic Public Relations &

Integrated Communications, 1997


Public Relations organization’s new and continuing relationships with stakeholders, including customers, by managing all communications contacts with the organization that create and protect the brand and reputation of the organization.

  • “Publics” are involved

  • Marketing Communications with those who have a relationship with the firm

  • Positive impacts to ensure effective business operations

  • Corporate image and reputation

  • Foster goodwill and understanding


Relative importance of promotional tools in consumer versus industrial markets

Relative Importance of Promotional Tools in Consumer versus Industrial Markets

Consumer Goods

Industrial Markets

Advertising

Personal Selling

Sales Promotion

Sales Promotion

Personal Selling

Advertising

Public Relations

Public Relations

Relative Importance

Relative Importance


Advertising

Print and broadcast ads Industrial Markets

Packaging - outer

Packaging - inserts

Motion pictures

Brochures and booklets

Posters and leaflets

Directories

Reprints of ads

Billboards

Display signs

Point-of-purchase displays

Audio-visual materials

Symbols & logos

Advertising


Sales promotion

Contests, games, sweepstakes, lotteries Industrial Markets

Premiums, gifts

Samplings

Fairs, trade shows

Exhibits

Demonstrations

Couponing

Rebates

Low-interest financing

Entertainment

Trade-in allowance

Trading stamps

Tie-ins

Sales Promotion


Public relations an umbrella term

Product publicity Industrial Markets

Corporate communications

Issues management

Investor relations

Financial communications

Lobbying

Public affairs

Media relations

Community affairs

Crisis management

Events management

Sponsorship

A range of services feeding into these...

Public relations: An umbrella term...


Job of pr
Job of PR Industrial Markets

  • Decide how activities link to others -- individuals or organizations

  • Find groups, define exact nature of opportunity/problem and select PR solution


Types of Public Relations Industrial Markets

  • Publicity - News Release - Press Conference - Press Kit

  • Publications- Annual Reports - Corporate Histories

  • Company Sponsorship

  • Fundraising

  • Corporate Advertising

  • Videos and Film - Product Placement

  • Lobbying

  • Meetings

  • Organized Social Activities


Tools
Tools Industrial Markets

  • Written material

  • Audio-visual material

  • Corporate identity media

  • News

  • Events

  • Speeches

  • Telephone information service

  • Internet


How mpr adds value
How MPR Adds Value Industrial Markets

  • Build marketplace excitement before advertising breaks

  • Drive communications program when there is no advertising

  • Make advertising news when there is no advertising

  • Bring advertising to life

  • Extend promotion programs


How mpr adds value1
How MPR Adds Value Industrial Markets

  • Build personal relationships with customers

  • Influence the influentials

  • Communicate new product benefits

  • Demonstrate a company’s social responsibility and build consumer trust

  • Defend products at risk and give consumers permission to buy


Marketing public relations tools

Awards Industrial Markets

Books

Contest, competitions, created events

Demonstrations

Exhibits

Expert columns

Fan clubs

Festivals

Grand openings

Hot lines

Interviews

Key issues

Luncheons

Meetings

Museums

Newsletters

Official endorsements

Produce placement

Questionnaires

Radio contests

Support for sports teams, the arts, community projects, etc..

Symbols

Tours

Weeklies

Youth programs

Marketing Public Relations Tools


Relationship building
Relationship Building Industrial Markets

  • Key element of IMC

  • Not just with customers

Knowing Responsive

Trusting Affinity

Consistent Likeable

Accessible Committed

Constructs determining strength of relationships


Corporate Practices and Images Industrial Markets

Group Character Traits Images

1. Generate Trust

Employees 2. Empower Trustworthiness

3. Instill Pride

Investors 4. Show Profitability

5. Maintain Stability Credibility

6. Have Growth Prospects

Customers 7. Cultivate Product Quality

8. Provide Customer Service Reliability

Community 9. Serve the Community

10.Green the Environment Responsibility


Ethics

Moral guidelines Industrial Markets

Truthful

Testimonials

Children and young people

Exploitation of goodwill

Comparisons

Imitation

Safety

Denigration

Responsibility

Ethics


Coorientational model
Coorientational Model Industrial Markets

Organization’s

Definition and

Evaluation of Issue

Public A’s

Definition and

Evaluation of Issue

Agreement

Congruency

Accuracy

Congruency

Organization’s

Perception of

Public A’s Views

Public A’s

Perception of

Organization’s Views


The Multiple Publics of Public Relations Industrial Markets

INTERNAL STAKEHOLDERS Employees Shareholders MPR Public: Suppliers, distributors, brokers, wholesalers, retailers, dealers

Regular or loyal customers

EXTERNAL STAKEHOLDERS The media Local community neighbors Local, regional, state and federal government bodies and regulators The financial community Special-interest groups Prospective customers, employees and shareholders


Public Relations Industrial Markets

  • STRENGTHS

  • Reaches stakeholders other than consumers

  • Reaches hard-to-reach targets, such as upscale opinion leaders

  • Can advise company/client on image issues

  • Establishes corporate-citizen role

  • Proactive-can plan for crises

  • More message flexibility due to fewer legal restrictions

  • Adds credibility/believability

  • Can break through “ad clutter”

  • Low costs

  • WEAKNESSES

  • Lack of control over how the story gets covered

  • Subject to other’s approval for news story to run

  • Bottom-line impact is difficult to measure


Planning Public Relations Industrial Markets

  • The Development Plan Consists of Six Steps

    • 1.) Assessment of the current situation

    • 2.) Statement of objectives

    • 3.) Selection of target audiences

    • 4.) Selection of implementation methods

    • 5.) A determination of costs

    • 6.) Evaluation of results


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