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University of Washington EMBA Program
Marketing Management
“Public Relations ”
Instructor: Elizabeth Stearns
Elements in the Communications Process
Source(Encodes Message)
MessageMessageChannel
Receiver(Decodes Message)
Noise
Feedback
Harcourt, Inc
Marketing Plan Review
Analysis of promotional program situation
Analysis of the communication process
Budget Determination
Develop integrated marketing communications program
Advertising Direct Marketing Sales Promotion PR/ Publicity Personal Selling
•Create Awareness
•Develop Attitudes
•Change Attitudes
•Inform
•Persuade
•Generate a Sale
•Generate a Lead
•Qualify a Lead
•Enhance a db
•Relationship
Building
•Create Excitement
•Stimulate
demand/sales(short
term)
•Support sales
force/trade/customer
•(selling and buying)
•Fostering
Goodwill between
co. and publics•Brand Awareness•Build Attitudes•Encourage
purchase behavior
•Influence purchase needs•Educate consumers•Provide Product usage/marketing assistance/•After sale service and support
Objectives of PR/Publicity
• Fostering Goodwill between co. and publics• Brand Awareness• Build Attitudes• Encourage purchase behavior
Specific Forms of Public Relations
• Proactive PR-– Is dictated by a company’s marketing
objectives; it is offensive rather than defensive and opportunity-seeking rather than problem-solving
• Reactive PR-– Describes the conduct of public relations in
response to outside influences
Harcourt, Inc.
ReactiveThe good, the OK, and the ugly
• Johnson & Johnson Tylenol• Alaska Airlines, Swiss Air• Odwalla• Union Carbide• Volvo and “The Monster Mash” (truth in advertising)• Microsoft, Hertz• TWA, Exxon
PR Activities and Functions
•Publications•Advice and Counsel•Publicity•Relations with Various Publics•Corporate Image Advertising•Public Opinion•Miscellaneous
The Dryden Press
Various Publics with Which Public Relations Interacts
CorporatePublic
Relations
Employees
Suppliers
Stockholders
Governments
General Public
Labor Groups
Citizen ActionGroups
Consumers
MultinationalCorporation
PRESSStockholders
Investment Community
Competitors
Suppliers
Special Interest Groups
Community Neighbors
International CommunityBank Insurers
Trade Associations
Dealers/Distributers
Customers
Federal, State, Local Legislators
Regulatory Authorities
Academic Community
Labor Unions
Board of Directors
Clerical Employees
Employee Families
Managers/ Supervisors
PR Audiences—Internal and External
Public Relations Tools
Controlled Media(Company Controls the use and placement)
•House Ads•Public Service Ads•Corporate or institutional and advocacy advertising•Publications: brochures, flyers, magazines, newsletters•Annual Reports•Speakers•Photographs•Films, videos, CD-ROMs•Displays, exhibits•Staged events
Uncontrolled Media(media control the use and placement)
•The news release (print, audio, video, e-mail, faxes•Features (pitch letters)•Fillers, historical pieces, profiles•The press conference and media advisory (media kits, fact sheet, background information)•Media tours•Bylined articles, op/ed pieces, letters to the editor•Talk and interview shows•Public service announcements
Controlled and Uncontrolled Media•Electronic communication (web sites, chat rooms)
“Managing the Crisis you Tried to Prevent,”Norman R. Augustine”
• Stage One: Avoiding the Crisis– “Next week there can’t be any crisis. My schedule is
already full.” Henry Kissinger
• Stage Two: Preparing to Manage the Crisis– “Today my stockbroker tried to get me to buy some ten year
bonds. I told him, ‘young man, at this point I don’t even buy green bananas.’ ” The late congressman Chet Holifield
• Stage Three: Recognizing the Crisis– “If you can keep your head when all about you are losing
theirs, it’s just possible you haven’t grasped the situation” Humorist Jean Kerr
“Managing the Crisis you Tried to Prevent”,Norman R. Augustine
• Stage Four: Containing the Crisis– “When you come to a fork in the road, take it.”
Yogi Berra
• Stage Five: Resolving the Crisis– “Even if you’re on the right track, you’ll get run
over if you just sit there.” Will Rogers
• Stage Six: Profiting from the Crisis– “Experience is the name everyone gives to their
mistakes.” Oscar Wilde
PR’s Top 6 Firms Worldwide
Firm Employees Fees (Millions)1. Burson-Marsteller 2,200 $266
2. Hill & Knowlton 1,478 189
3. Shandwick 1,742 159
4. Porter Novelli 1,331 148
5. Fleishman-Hilliard 1,115 135
6. Edelman 1,332 134
Inside PR, vol 4(15), March 2, 1998
Forms of Sponsorship Marketing
• Cause-Related Marketing (CRM)
– Is corporate philanthropy based on profit-motivated
giving (e.g. Statue of Liberty & AMEX)
• Event Marketing
– Is a form of brand promotion that ties a brand to a
meaningful athletic, entertainment, cultural, social ,
or other type of high-interest public activity.
Harcourt, Inc.
Corporate Advertising
Corporate Advertising
Response to Environmental Problems
Cause-Oriented Programs
Packaging response
Green advertising
Point-of-Purchase
Seal-of-Approval programs
Green Advertising
• Relationship between product and environment
• Promote a green lifestyle
• Corporate responsibility
Green Advertising
Mercedes-Benz
Leo Burnett Company, Inc.
Thank you!