Ch'13 Public Relations

1
Ch.13 Public Relations

• The practice of public relation focusing on
• Definition
• Types of PR Programs
• Public Relation Tools

Remark Parts of the slides come from textbook
publishers' presentation There is no mean of
violating or claiming as a writer of content.
2
PR vs Publicity vs Advertising

• PUBLIC RELATIONS
• a management function that communicates to and
  with various publics employees, media, community
  groups, shareholders, etc. to manage an
  organizations image and reputation.
• gtgtTo call attention to important relationships
  with groups
• PUBLICITY is getting news media coverage.
• ADVERTISING focuses on enhancing brand value and
  creating the awareness and motivation that
  deliver sales.

3
Types of Public Relations Programs

• Media relations
• Employee relations
• Financial relations
• Public affairs
• Fund-raising
• Cause marketing

See detailed discussion in class
4
3 Types of Public Relations Tools

• Controlled media
• Semi-controlled media
• Uncontrolled media

See detailed discussion in class
5
Ch.14 Point-of-PurchaseCommunications

• The importance of POP Communications
• Objectives and tools of POP Communications
• Other Aspects of POP
• Store image
• Store atmospherics
• Store organization
• Product presentation
• Packaging

Remark Parts of the slides come from textbook
publishers' presentation There is no mean of
violating or claiming as a writer of content.
6
4 Categories of Purchases

• Specifically planned purchase
• Generally planned purchase
• Substitute product/brand purchase
• Unplanned purchase

See detailed discussion in class
7
Point-of-Purchase (POP) Communications

• Consider as powerful tool as they reach consumers
  at the point when they are making the decision
  which product or brand to buy.
• Purchase intentions often do not result in actual
  purchase (OOS, Competitors promo, etc)
• Improve in-store and retail communications
• POP Communications are most effective when they
  form part of IMC
• (Reflecting what consumers have seen on TV or
  billboard, etc)

8
POP Communication Objectives
Create image
Attract attention
Inform
Remind
Persuade
See detailed discussion in class
9
Point-of-Purchase (POP) Communications

• Other aspects of POP are
• Store image
• Store atmospherics
• Store organization
• Product presentation
• Packaging

See detailed discussion in class