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Public Relations

Public Relations. A mgmt function that determines attitudes and opinions of organization’s publics, identifies its policies with the interests of its publics, and formulates and executes a program of action to earn the goodwill of its publics. PR vs Advertising. Focuses on firm, not product

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Public Relations

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  1. Public Relations A mgmt function that determines attitudes and opinions of organization’s publics, identifies its policies with the interests of its publics, and formulates and executes a program of action to earn the goodwill of its publics

  2. PR vs Advertising • Focuses on firm, not product • Generates goodwill, not sales • More credible • Little control over content • Lower cost • More publics • Internal: employees, stockholders • External: press, govt, business community

  3. Steps in PR • Determine public attitudes • Identify policies & procedure with public interest • Develop & execute communications program for public understanding & acceptance

  4. PR & Promotion • Marketing Public Relations (MPR) • PR activities to support marketing objectives

  5. How? • Build mktplace excitement b4 media advtg breaks • Create advtg news when there is no product news • Introduce product with little/no advtg • Provide value-added customer service • Build brand-to-customer bonds • Defend products at risk & give consumers reasons to buy

  6. Publicity • Subset of PR • Short-term • Press • May be positive and negative • Negative publicity originate from external sources

  7. By deeds, not proclamation • Controlled by firm, not beholden to another party GOALS 1. Merchandising orientation • Geared towards direct sales • e.g., celebrity opens a new branch • Likens promotions

  8. 2. Entertainment orientation • Aimed at goodwill, awareness, & image • No immediate sales 3. Educational/community involvement orientation • Enhance quality of life

  9. Corporate Advertising OBJECTIVE • To create an image of a specific corporate personality in the minds of the public • Treats firm as product CORPORATE vs PRODUCT ADVERTISING 1. Focus on less tangible object (the co.) 2. Desired response less specific

  10. TYPES 1. Advocacy • Firm wants public to know where it stands on issue • Usually, media refuse to accept PR message • Purchase ad space to present point of view 2. Special Situation • Related to corporate giving • e.g., public TV programs sponsored by firm • Improve image thro’ choice of program

  11. 3. General Image • Largest category of corporate advertising • Enhance basic image • No specific target

  12. What is News? • Proximity: Does the news effect the outlet’s audience? • Impact: How much does the news effect the outlet’s audience? More impact = Higher news value. • Unusualness: Is the news different from the ordinary? More unusual = Great news potential. • Timeliness: How current is the news? • Prominence: Who is involved? • Conflict: Tension = News

  13. 6 Ways to Maximize Effectiveness Measure What Matters Think in Campaigns Develop Branded / Strategic Content Leverage Successes Harness Web 2.0 Evangelize Public Relations as Biz Dev Tool

  14. Measure What Matters Ad equivalency measurements and fat clip books are meaningless to law firms. Reach is not as important as credibility. Where’s the RFI? “Relationships From Investments”

  15. Think in Campaigns • Focus on a narrow, niche issue • Position yourself as an “expert” • Create blogs, white papers, webinars, podcasts, etc. around the issue • Benefits: • Strategic • Easy to Measure & Manage • Relevant to ExCom • Attracts Clients • Material for Reprinting and Distributing

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