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1. Public Relations
Publicity
Corporate Advertising
By- Maneesh Garg- 20110025
1

2. Role of Public Relations
To manage relationships with the public
General
Public
Employees Customers
CLIENT
Suppliers Stockholders
2

3. Public Relations Management Process
Determination and evaluation of
public attitudes
Identification of policies and
procedures of an organization
Development and execution of the
program
3

4. Marketing Public Relations (MPR) Functions
Page-706 4

5. Example- “Social Media, So What” PR campaign
by VOCUS
The Social PR Series is supported by “Social Media. So What,” the free online
conference from Vocus that’ll show you what businesses are getting wrong with
social media and how to stop making the same mistakes. Register today to join
Scott Stratten of UnMarketing and four other social media stars on March 16,
completely free. 5

6. The Process of Public Relations
• Developing and
executing the PR
1 program
2
• Establishing a
PR plan
3
• Determining
and evaluating
public attitudes
66

7. Research on Public Attitudes
• Provides input for the planning
process
• Serves as an “early warning system”
• Secures internal cooperation,
support
• Increases communications
effectiveness
77

8. Evaluating Public Relations Plans
1 Does the plan reflect a thorough understanding of the company’s business
situation?
2 Has the PR program made good use of research and background sources?
3 Does the plan include full analysis of recent editorial coverage?
4 Do the PR people fully understand the product’s strengths and weaknesses?
5 Does the PR program describe several cogent, relevant conclusions from the
research?
6 Are the program objectives specific and measurable?
7 Does the program clearly describe what the PR activity will be and how it will
benefit the company?
8 Does the program describe how its results will be measured?
9 Do the research, objectives, activities, and evaluations tie together?
10 Has the PR department communicated with marketing throughout the
development of the program? 88

9. Public Relations Audiences
Employees of Stockholders Community
the firm and investors members
Suppliers and
The media Educators
customers
Civic and
Financial
business Governments
groups
organizations
99

10. Public Relations Tools
Press
Exclusives
conferences
Press
Interviews
releases
Community
involvement The internet
100
1

11. Example- Press Conference
Lakme Fashion Week holds press conference to announce
participating Designers and Sponsors for Winter/Festive 2012
11

12. PR Publications
News
Media kits Booklets Leaflets Pamphlets
releases
Brochures Manuals Books Letters Inserts
Annual Bulletin
Enclosures Posters Exhibits
reports boards
Position
Audiovisuals Speeches
papers
12
12

13. Advantages of Public
Relations
Avoidance
Credibility Cost
of clutter
Lead Image
Selectivity
generation building
13

14. Criteria for Measuring PR
Effectiveness
 Total number of impressions . . .
 Over time
 On the target audience
 On specific target audiences
 Percentage of . . .
 Positive articles over time
 Negative articles over time
 Ratio of positive to negative articles
 Percentage of positive and negative articles by . . .
 Subject
 Publication
 Reporter
 Target audience 14

15. Publicity
Publicity involves the generation of news
about a company, product, service, brand
or person in various media. It is a subset
of the public relations effort.
Key points regarding publicity:
 Publicity is generally short-term focused
 Publicity is not always under the control of the firm
 Publicity can be negative as well as positive 15

16. Example- Negative Publicity
After the movie
Borat made
relentless fun of
the nation of
Kazakhstan,
Hotels.com
reported a
300% increase
in requests for
information
Sometimes about the
it’s good to
be bad country
16 16

17. But not always…
17 17

19. The Power of
Publicity
 Perceived as more credible
 Often perceived as endorsed by the medium
in which it appears
 Often has high news value
 Often generates high frequency of exposure
19

20. Publicity Vehicles
Feature News
Articles Releases
Captioned
Photos
Press Special
Conferences Events
20

21. Advertising Versus Publicity
Advertising Publicity
Control
Great Little
Credibility Lower Higher
Reach Achievable Undetermined
Frequency Schedulable Undetermined
Specific/High Unspecified/Low
Cost
High Low
Flexibility
Specifiable Tentative
Timing
21

22. Corporate Advertising
Advertising done to promote the interests of the firm by
enhancing its image, assuming a position on a particular
issue or promoting a certain cause
Corporate advertising does not promote any one specific product or service. Rather it is
designed to promote the firm overall, by enhancing its image, assuming a position on a
social issue or cause, or seeking direct involvement in something.
Types of Corporate
Advertising
Advocacy Cause-related
Image Advertising Event sponsorship
advertising advertising
22

23. Example- Corporate Advertising P&G’s "Proud Sponsor of Mums“
P&G launched–"Proud Sponsor of Mums" campaign in March (on Mother's Day), which for
the first time in the UK is an attempt to promote the P&G corporate brand.
23

24. Examples- Image Advertising
24

25. Objectives of Corporate Advertising
 Create a positive image for the firm
 Communicate the organization’s
 viewpoint on various issues
 Boost employee morale
 Smooth labor relations
 Help newly deregulated industries
 Help diversified companies establish an identity
25

26. Event Sponsorship
A form of marketing communications whereby an
organization becomes involved with a particular
event by developing sponsorship relations.
Events used for sponsorship:
· Sporting events
· Music/entertainment
· Festivals
· Arts/cultural events
· Causes
26

27. Example- Major sponsorships London Olympics 2012
27
27

28. Advocacy Advertising
Advocacy advertising is the propagation of
ideas and elucidation of controversial social
issues of public importance in a manner that
supports the interests of the sponsor
28

29. EXAMPLES 1- United Colors
Of Benettons’ “UNHATE”
29

30. Example 2- United colors of Benetton
“UNHATE”
30 30

31. Example-3 DIESEL Global Warming
3131

32. Cause Related Marketing
Cause related marketing is a form of
marketing whereby companies link with
charities or nonprofit organizations as
contributing sponsors
32

33. A few key findings from a consumer study conducted with
Duke University on Cause related Marketing
• Exponential sales increases (74% and 28%) in two cause-related product
categories
• Participants spent nearly twice as long reviewing cause-related ads as general
corporate advertisements
• 78% of Americans feel companies should maintain their philanthropic giving
or even give more during tough economic times
• 79% of Americans would be likely to switch brands to one associated with a
good cause (compared to 66% in 1993)
• Education, economic development and health and disease topped the list of
priority issues for companies to address
http://www.coneinc.com/contentmgr/showdetails.php/id/1224/view_type/950010/startdate/1222833600 33

34. Example 1- PizzaExpress and Oxfam
Archie the Goat was the unexpected star of this campaign, which encouraged
people to raise money to provide goats for families living in poverty in developing
countries. Images of Archie were used in marketing materials to raise awareness of
a number of promotions. 34

35. Example 2- “Drive to End Hunger” campaign
by Quaker State
35

36. Example3- Proctor & Gamble
Tide’s “Loads of Hope” seems to be quietly toiling away in regions affected by natural
disasters to provide a small, but meaningful and overlooked service to those struggling to
recover.
Apart from this there are Pampers’ “One Pack = One Vaccine,”
“Crest Healthy Smiles,”
Tampax/Always’ “Protecting Futures,” 36

37. 37