1 / 13

Chapter 13: PUBLIC RELATIONS and CORPORATE ADVERTISING 13.1

Chapter 13: PUBLIC RELATIONS and CORPORATE ADVERTISING 13.1. Public Relations. PUBLIC RELATIONS Marketing & Management Function Focusing on Communications that Foster Goodwill Between a Firm and its Many Constituents

fedora
Download Presentation

Chapter 13: PUBLIC RELATIONS and CORPORATE ADVERTISING 13.1

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 13: PUBLIC RELATIONS and CORPORATE ADVERTISING 13.1

  2. Public Relations PUBLIC RELATIONS • Marketing & Management Function Focusing on Communications that Foster Goodwill Between a Firm and its Many Constituents • Constituents Include Customers, Stockholders, Suppliers, Employees, Government Entities, Educators, Citizen Action Groups, Local Communities where Firm has Operations and General Public • Publicity – Component of PR Process represented by News Media Coverage of Events Related to a Firm’s Products, Employees or Activities 13.2

  3. Microsoft Used Advertising to Facilitate its Public Relations Efforts 13.3

  4. Public Relations (con’t) OBJECTIVES FOR PUBLIC RELATIONS • Promote Good Will • Promote a Product or Service • Prepare Internal Communications • Counteract Negative Publicity • Lobby • Give Advice and Counsel 13..4

  5. Public Relations (con’t) TOOLS OF PUBLIC RELATIONS • Press Releases • Feature Stories • Company Newsletters • Interviews and Press Conferences • Sponsored Events • Publicity 13.5

  6. A Newsletter as a PR Tool Can Reach a Wide Range of Constituents 13.6

  7. Public Relations (con’t) PUBLIC RELATIONS AND NEW MEDIA • Internet • Pro-Active Public Relations • “Buzz” Through Word-of-Mouth • One Drawback – Trying to stay Ahead of Information Dissemination 13.7

  8. Intel Had a Difficult Time Staying Ahead of the Internet “Buzz” About Flaws in the Pentium Processor

  9. Public Relations (con’t) BASIC PUBLIC RELATIONS STRATEGY • Proactive Strategy • Public Relations Audit • Public Relations Plan • Current Situation Analysis • Program Objectives • Program Rationale • Communications Vehicles • Message Content • Reactive Public Relations Strategy • Public Relations Audit • Identification of Vulnerabilities 13.9

  10. Corporate Advertising SCOPE AND OBJECTIVES OF CORPORATE ADVERTISING • Build Image of Firm Among Customers • Boost Employee Morale or Attract New Customers • Communicate Organization’s Views on Certain Issues • Better Position Firm’s Products Against Competitors • Play a Role in Overall Integrated Marketing 13.10

  11. Corporate Advertising (Con’t) TYPES OF CORPORATE ADVERTISING • Corporate Image Advertising • Advocacy Advertising • Cause-Related Advertising 13.11

  12. Corporate Image Advertising Does Not Highlight Specific Brand Features

  13. Corporate Cause Advertising Associates the Firm with a Social Cause 13.13

More Related