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Marketing the Public Relations Media Marketing - LECTURE 8
Definition of Public Relations Marketing the Public Relations
Definition of Public Relations ,[object Object]
Definition of Public Relations ,[object Object]
Definition of Public Relations ,[object Object]
Business of Public Relations Marketing the Public Relations
Business of Public Relations ,[object Object],[object Object]
Business of Public Relations ,[object Object]
Business of Public Relations ,[object Object]
Publicity 名聲
Publicity 名聲 ,[object Object],[object Object]
Advantages of Publicity ,[object Object]
Advantages of Publicity ,[object Object],[object Object]
Disadvantages of Publicity ,[object Object]
Disadvantages of Publicity ,[object Object],[object Object]
Demand for Public Relations 你幾時要 PR ？
Use of Public Relations ,[object Object]
Use of Public Relations ,[object Object],[object Object]
Use of Public Relations ,[object Object],[object Object],[object Object]
Use of Public Relations ,[object Object],[object Object],[object Object],[object Object]
Use of Public Relations ,[object Object],[object Object],[object Object],[object Object],[object Object]
Use of Public Relations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Use of Public Relations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Use of Public Relations ,[object Object],[object Object],[object Object],[object Object]
Demand for PR Services ,[object Object],[object Object],[object Object],[object Object]
Demand for PR Information ,[object Object],[object Object],[object Object],[object Object]
Supplying the demand for Public Relations PR 服待的對象有 …
Political and Government Groups 政府機關 ,[object Object],[object Object]
Interest Groups ,[object Object],[object Object]
Profit-seeking organizations “ 謀”利機構 ,[object Object],[object Object],[object Object]
Non-profit organizations 慈善組織 ,[object Object],[object Object],[object Object]
Public Relations Campaign Marketing the Public Relations
What is Campaign? ,[object Object],[object Object],[object Object]
What is PR campaign? ,[object Object],[object Object]
Reactive vs. Proactive Campaigns Types of PR campaign
Reactive campaign ,[object Object]
Proactive campaign ,[object Object]
My Media Marketing - Xanga ,[object Object],[object Object]
Basic Principles for Effective Campaigns 五大守則
Basic Principles for Effective Campaigns ,[object Object]
Basic Principles for Effective Campaigns ,[object Object],[object Object]
Basic Principles for Effective Campaigns ,[object Object],[object Object],[object Object]
Basic Principles for Effective Campaigns ,[object Object],[object Object],[object Object],[object Object]
Basic Principles for Effective Campaigns ,[object Object],[object Object],[object Object],[object Object],[object Object]
(1) Research (situational analysis) (2) Planning (goals/objectives, messages, themes, strategies, budget, etc.) (3) Communication (program tactics) (4) Evaluation Public Relations Campaign planning as a process Hong Kong Disneyland
1. Research & Situational Analysis ,[object Object]
Problem/Opportunity Statement ,[object Object],[object Object],[object Object]
2. Define the Problem/Opportunity ,[object Object]
A Useful Problem Statement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Problem Statement
3. Follow-up step, Campaign goals and Objectives ,[object Object]
3. Follow-up step, Campaign goals and Objectives ,[object Object],[object Object],[object Object]
4. Identify key publics/stakeholders ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
5. Plan campaign themes, strategies and appeals to be used. ,[object Object],[object Object],[object Object],[object Object]
Creative communication strategies ,[object Object]
Creative communication strategies ,[object Object]
Creative communication strategies ,[object Object]
Creative communication strategies ,[object Object]
Creative communication strategies ,[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Crisis Management Marketing the Public Relations
Crisis Management ,[object Object],[object Object],[object Object],[object Object]
Crisis Management ,[object Object],[object Object],[object Object]
Public Relations Campaign planning as a process ,[object Object],[object Object],[object Object],[object Object]
Public Relations Campaign planning as a process ,[object Object],[object Object],[object Object]
Public Relations Campaign planning as a process ,[object Object],[object Object],[object Object],[object Object]
In-class Exercise PR Campaign and Crisis Management
Problem Statement ,[object Object],[object Object],[object Object]
Problem Statement ,[object Object],[object Object],[object Object]
Suggested Problem Statement ,[object Object]

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