Public Relations, Regulations ad Sponsorship Programs

1
Public Relations, Regulations ad Sponsorship
Programs

• Chapter 13 with Duane Weaver

2
Public Relations (PR) Definitions

• PR Department unit in the firm that manages
  items related to publicity and communications
  with all the groups that make contact with a
  company.
• PR focuses on stakeholders whereas typical
  marketing functions primary focus is usually on
  customers.
• PR firms often focus on getting hits (exposure
  count)

3
Types of PR Stakeholders

• Stakeholder person or group that has a vested
  interest in the organizations well-being, such
  as
• Profits paid as stock dividends
• Loan repayments received by a lending institution
• Sales to the company or purchases made by the
  company
• Community well being
• Special Interest topic

4
PR Internal Stakeholders

• Employees
• Unions
• Shareholders

5
PR External Stakeholders

• Channel Members
• Customers
• Media
• Local Community
• Financial Community
• Government
• Special-interest Groups

6
PR Events

• Altruistic
• Things provided to employees and other internal
  stakeholders, e.g. flowers, fruit baskets,
  employee rehab programs, child care, purchase
  discounts
• Cause-Related
• When marketing program is tied into some form of
  charity work so as to gain
• Additional customers
• Increased profits
• Build consumer goodwill
• Better relations with government
• Reduced chances of lawsuits (risk mitigation)
• Green
• Development and promotion of products that are
  environmentally safe

7
PR DAMAGE CONTROL

• Reactive
• Crisis management (accept blame and apologize or
  refute)
• Apology
• Response to Negative Publicity (impression
  management)
• Proactive
• Entitlings attempts to claim responsibility for
  positive outcome events.
• Enhancements attempt to increase the desirable
  outcome of an event in the eyes of the public.

8
REGULATIONS

• Unfair and Deceptive Marketing Practices (when)
• A substantial number of people or the reasonable
  person is left with a false impression or
  misrepresentation related to the product
• The misrepresentation induces the reasonable
  person(s) to make a purchase
• Puffery
• Exaggerated claim without overt attempt to
  decieve
• Gov. Agencies CRTC and Health Canada

9
Sponsorship Marketing

• When a company pays money to sponsor someone or
  some group that is participating in an activity.
• Used to
• Enhance a companys image
• Increase visibility (exposure)
• Differentiate
• Showcase specific goods or services (Buzz
  marketing)
• Develop closer relationships with prospective or
  current customers
• Unload excess inventory

10
Event Marketing

• Similar to sponsorship except that rather than
  supporting any one person, group or team, an
  entire specific event is sponsored.

11
Thank You

• Have a great day!