ADVERTISING: Public Relations

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ADVERTISINGPublic Relations
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Public Relations and IMC

• Originally seen as a way to reach people more
  cheaply
• Efficient
• cheaper
• reaches opinion leaders
• Lack of control
• message
• target audience

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Types of Public Relations
Corporate

• Improve image
• Handle crisis situation

Product

• Publicity
• Product placement

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Types of Corporate Advertising

• Image advertising
• Chevron
• Cause-related advertising
• American Express

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Corporate Advertising

• Advantages
• Vehicle for positioning the firm
• Takes advantages of benefits of PR
• Reaches a select target market
• Disadvantages
• Questionable effectiveness
• Constitutionality and/or ethics

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Corporate Social Responsibility
Firms are moving away from commercial
sponsorships and promotions and toward supporting
socially responsible causes. The outcomes can be
hard to measure, but indirect and intangible
benefits can be achieved.
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Cause-Related Marketing
Cause related marketingis a form of marketing
whereby companies link with charities or
nonprofit organizations as contributing sponsors.
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Cause-Related Marketing
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Public Relations

• Non-paid, unsponsored, nonpersonal (media)
  communications.

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Public Relations can

• Build marketplace excitement B4 ads break
• Introduce a product with less advertising
• Provide a value-added customer service
• Build brand-to-customer bonds
• Influence the influentials
• Defend companies or products at risk

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PR Advantages and Disadvantages

• Advantages
• credible
• lower cost
• less clutter
• builds image of company with opinion leaders
• Disadvantages
• Lack of control
• Hard to get into news
• Usually doesnt reach target audience

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Public Relations

• Tools used
• Press Releases
• Events
• Community activity participation
• Fund-raising
• Sponsorship
• Public affairs activities

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Events/Community participation
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Community activity/protests
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Community activity/protests
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Community activity/protests
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Public affairs and lobbying
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EXAMPLE OF A PRESS RELEASE

• FOR IMMEDIATE RELEASE
• Contact Information Jeff Smith, Pfizer,
  202-555-1212 fax [phone]
• Stockholm, October 12, 1998
• VIGARA INVENTORS WIN NOBEL PRIZE
• Three U.S. scientists whose work going back
  decades led to the use of the wildly popular
  Viagra anti-impotence drug won a Nobel Prize on
  Monday. They discovered that the body uses nitric
  oxide to regulate blood vessels, a finding that
  helped in developing Viagra.
• The discovery about nitric oxide -- a colorless
  gas long considered just an air pollutant -- has
  applications for treating conditions ranging from
  heart disease to shock. The 978,000 prize for
  the category "physiology and medicine" is awarded
  by Sweden's Karolinska Institute. This year's
  awards is divided equally among the three
  pharmacologists
• Robert Furchgott, 82, does his work at the State
  University of New York in Brooklyn. "I'm very
  pleased, he said at his Long Island home. "I
  truly wasn't sure I'd ever get an award like
  this. I wasn't sure that I deserved it."
• Zouis Ignarro , 57, is a professor at the
  University of California-Los Angeles. His wife,
  Dr. Sharon Williams, said her husband is
  "thrilled" and "very surprised." Ignarro was
  traveling in Europe when he received the news.
• Ferid Murad, 62, is a researcher at the
  University of Texas Medical School in Houston and
  formerly did work at the University of Virginia.
  Having worked independently of the other two
  winners, he called the announcement "a delightful
  surprise."
• The Associated Press and Reuters contributed to
  this report.

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Quote of the day

• What kills a skunk is the publicity it gives
  itself.
• Abraham Lincoln
• (President)