Public Relations Lecture Notes PDF

Week 5 Lecture Thursday, February 6, 2025 3:53 PM Public Relations and Product What is Public Relations? A strategic communication process that builds mutually beneficial relationships betwee publics. Publics are all groups with which an organization interacts: employees, members,...

Week 5 Lecture Thursday, February 6, 2025 3:53 PM Public Relations and Product What is Public Relations? A strategic communication process that builds mutually beneficial relationships betwee publics. Publics are all groups with which an organization interacts: employees, members, local customers, other institutions. Stakeholders: people who have a stake in a company or organization. Public Relations Plan 1. Situation Analysis a. IMC Plan Review b. Current assessment of people’s attitudes toward the firm 2. Determine Relevant Target Audiences 3. Objectives (behavioral or communication goals) 4. Strategy 5. Message a. Creative Strategy b. Delivery (publicity, advertising, sponsorship, etc) 6. Tactics en organizations and their l communities, shareholders,  a. Creative Strategy b. Delivery (publicity, advertising, sponsorship, etc) 6. Tactics  Public Opinion Public opinion refers to what people think; their beliefs based on perceptions or evalua institutions, or products. Opinion leaders: important people who influence the opinions of others. Reputation: Goodwill, Trust, and Integrity Public goodwill is a company’s greatest asset. Integrity involves more than just image; it’s a result of a company’s actual behavior. How Public Relations Contributes to Brand Perception Public relations contributes significantly to brand perceptions. In integrated programs, advertising and public relations aim at selected targets with dif messages. Advertising and public relations specialists share a joint responsibility to promote a bran converge. ations of events, people, fferent but complementary and, and at times their efforts  Advertising and public relations specialists share a joint responsibility to promote a bran converge. Comparing Public Relations and Advertising Control With news stories, public relations strategists are at the mercy of the media gatekeeper There is no guarantee that your story will run. The story may be rewritten or reorganize In contrast, advertising runs exactly as the client who paid for it has approved, and as sc As opposed to advertising, public relations takes a longer, broader view of the importan a corporate competitive asset. Aspects of Public Relations that Focus on Particular Functions Corporate reputation management Corporate relations focuses on an organization’s image and reputation. The overriding goal of reputation management is to strengthen stakeholder trust. Corporate social responsibility describes good works done in the community and envir Crisis management Anticipating and planning for disasters from a media perspective and with stakeholders Effective crisis plans can help both avoid crises and ease the damage if one occurs. nd, and at times their efforts r. ed. cheduled. nce of image and reputation as ronment. s.  Anticipating and planning for disasters from a media perspective and with stakeholders Effective crisis plans can help both avoid crises and ease the damage if one occurs. Public communication campaigns Intended to change public opinion and discourage harmful behaviors Fund-raising The practice of raising money by collecting donations. Used by nonprofits: museums, hospitals, Red Cross, and others; directed at potential do This is sometimes called strategic philanthropy. What are Common Public Relations Tools? Paid media: the sponsoring organization pays for media and controls how and when th Owned media: channels owned and controlled by the sponsoring organization: website Earned media: Consumers and mass media control mentions and comments about the option. Advertising: creates corporate visibility or strengthen relationships with various stakeh s. onors. he message is delivered. es, blogs, or sponsored events. e brand; the most credible media holder audiences.  Cause-Related Marketing Companies link with charities or nonprofit organizations as contributing sponsors. Increasingly popular form of PR Consumers respond positively 80% of Canadians have positive image of charitable company’s Majority say this influences decision of which brand they buy  Direct Response and Promotion Direct-Response Communication (DRC) Makes personal interaction between an organization and its customers or members Also referred to as direct-response marketing. A multichannel business practice that uses a variety of media with customers and p who deal with each other directly. DRC is all about action. Business and nonprofits use it to reach key audiences and encourage them to respo way. Direct-response communication may have higher costs per impression than mass m is less expensive in the long run because its messages are tightly targeted to reach p prospects.  s possible. prospects ond in some media, but it prime  Key Elements of DRC There are two sides to DRC: 1. It involves communication sent in some form directly to the prospect. 2. The response comes directly back to the organization. Like a conversation, the original respondent can also initiate the conversation respond. The offer Message must make it as easy as possible for customers to respond via online, mail  as well as l, phone, and  The offer Message must make it as easy as possible for customers to respond via online, mail text. The message must make it as easy for customers to respond. Fulfillment Respond quickly by getting the product (or membership card, etc.) to those who res Issues and ethics Direct Mail Critics of direct mail cite its environmental impact. Telemarketing Fraudulent behavior has tarnished telemarketing’s image. Internet Direct Marketing Email marketing has received criticism for generating unwanted email, otherwise kn spam. Permission marketing gives recipients the choice to opt in or opt out. l, phone, and spond. nown as  Permission marketing gives recipients the choice to opt in or opt out. The Importance of Promotion Promotion is about the fun, creative, attention-getting ideas used to spur action and strong brand relationships. Similar to direct-response communication, promotions engage customers and prosp personal level and encourage action. Sales promotion defined: “Activities and communication programs that build excitement in the market for a l period of time to stimulate trial, increase consumer demand, or improve product av Used in marketing-oriented programs to build demand, stimulate immediate action Use in public relations programs to create excitement and participation. d build pects on a limited vailability.” n.  The Functions of Promotion The objective of advertising differs from sales promotion. Over time, advertising builds brand equity by establishing a consistent image or fee brand. Sales promotions are more immediate, involving a finite time period. In return for taking action, sales promotions offer the consumer something more ta eling for a angible.  When Should Sampling Be Used? Brand is demonstrably superior/has distinct relative advantages Concept is difficult to communicate by advertising alone When products are hedonic or experiential Purchase cycle is short (purchase soon) Can afford to generate consumer trial quickly Better when cost of samples is low  Better when cost of samples is low Problems with Sampling Expensive Mishandling in distribution Distributed to the wrong market Can fail to reach sufficient numbers of consumers to justify its expense  Price-Off Discounts Offered either by retailer with funds provided by manufacturers or directly from ma Used to reward present users and attract switchers anufacturers  Price-Off Discounts Offered either by retailer with funds provided by manufacturers or directly from ma Used to reward present users and attract switchers Especially effective at switching from lower quality/price brands Cs often purchase larger quantities than normal (load-up but also stockpile) May erode brand equity in long run Rebates Rebates help solve problems with standard discounts—especially mail-in Rebates can be persuasive to C choice at POP, but they typically fail to redeem them Cs who are price sensitive are most likely to redeem Can also be sure Cs are receiving the deal rather than pocketed by retailers anufacturers m Matching Promotion Types to Products Matching Promotion Types to Products Matching hypothesis applies to sales promotions too Some sales promotions are mainly utilitarian (offer economic benefits) Others are more affective or symbolic (offer fun and new experiences)  Multiplatform Promotions Some promotions blur the lines between promotion, advertising, and public relations. Sponsorships Event marketing Loyalty programs Sponsorships Here, companies support a sporting event, concert, or charity, either financially or by. donating  Sponsorships Here, companies support a sporting event, concert, or charity, either financially or by supplies and services. Can be costly but they generate excitement for both consumer and trade audiences. Event Marketing Here, marketers link a brand to an event. The event showcases the brand, often with sampling, coupons, other incentives, and a getting stunts. To succeed, the event must match the brand to the target market’s lifestyle. Loyalty Programs Also called continuity or frequency programs, designed to increase repeat business an customer retention. If effective it leads to a customer retention strategy that ultimately increases brand lo  donating attention- nd oyalty.