Chapter 7 Public Relations

Objective: gain the public acceptance -> can enhance credibility (belief in
what company is doing is good for society) and visibility (notice by the
public)
Under taking activities to build a positive relationship with the public (any
group directly or indirectly related to company and its products).
Brand becomes well-known.
Internal and external PR
Internal: management, employees, shareholders
External: deals with outside stakeholders (customers, suppliers, distributors,
community, authorities)
PR Mix
What the company does is more important and impactful than what the company
says!
Creating credibility
o People believe you. Eg. Company image
Raising visibility
o People know you
o When you do thing such as sponsor education funds, people can know
you.
PR functions (not important, no final)
Stakeholder Mapping SCSJ
Power
H L






Interest

How public perceive the company?
High esteem no problem
Low rating problem for PR and management -> PR has to do something to
connect this.
Social responsibility
Ethical depend on individual thinking.
PR jobs (Publicity)
Do things toward to society.
Let the public know company is doing good things.
Sponsorship marketing
To sponsor something to support the event.
Eg. Petronas, redbull
Key stakeholders
1. Shareholders (PR has to
take more care)
2. Top management
3. Student
4. Ministry of education
- MQA
1. Employees
2. Suppliers keep
informed
3. Competitors stay
away, keep informed
4. Community (include
Summit)
1. The government in
general (other than the
ministry of education)

1. Non-students, non-
supplier, who do not live
in Subang.

Specific objectives for sponsorship
Enhance corporate image
Increase a firms visibility
Differentiate a firm from competitors
Showcase specific goods and services
Help build relationships with customers
Sell excessive inventory
Attract distributors
Circumvent advertising bans
Test new products and ideas
Open closed or tight markets
Forms of sponsorship
Sports and games
Arts and culture
Education
Community
Broadcast
Any event
Choosing sponsorship
To make sure the sponsorship with you event
The goal of sponsorships must match with the event theme and objectives.
Event marketing
Sponsorship is someone does it you pay for it.
Event is you do it by self.
Cross promotion
Do more than one activities at the same time.

NO promotion, NO sales!