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Public Relations
1
The Practice of Public
Relations
Goal: Achieve effective relationships with
various audiences to manage the
organization’s image and reputation.
Publics may be external (customers, news
media, investment community, general
public, government), or internal (investors or
employees).
PR is a growing industry that employs
approximately 150,000 people.
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Advantages and
Disadvantages of PR
Advantages Disadvantages
- Not completing
-Credibility
the
- Low cost
communication
- Less clutter
Process
-Lead generation
- Redundancies
-Ability to reach
with the
specific groups
marketing
- Image building
effort
3
The Practice of Public
Relations
Advertising is Primarily Concerned with Enhancing Sales While
PR is Concerned With Managing the Organization’s Image.
Managing
a PR
Crisis Program Image & Reputation
Management Begins Management
With a
Plan
Relationship
Management 6
Public Opinion
Ask two primary questions about public
opinion to design public affairs programs:
Which publics are most important to the
organization, now and in the future?
What do these publics think?
9
Relationship Management
Government Media
Communicating with Developing Media
Government Bodies. Contacts.
11
Crisis Management
12
Public Relations Tools
13
Public Relations Tools
The Sponsoring Organization Pays for Controlled Media so
They Maintain Total Control Over How and When the Message
is Delivered.
Prepared by the Organization for Use in
House Ads Its Own Publication or One Over Which It
Has Some Control.
Ads Designed by Charitable or Civic
Public Service
Organizations for Broadcast Free of
Announcements Charge.
Corporate
Designed to Promote a Corporate Image
(Institutional) or Viewpoint.
Advertising
14
Public Relations Tools
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Public Relations Tools
The Media, Rather Than the Organization, Controls the Use
and Placement of Uncontrolled Media.
News Release Press Conference
16
Practical Tips # 2
How to Measure PR Effectiveness
The following are common types of evaluation
used in public relations:
Output (What goes out)
Production: number of PR products generated.
Distribution: number of media outlets receiving PR products.
Coverage: column inches, seconds, or minutes of air time.
Impressions: media placements x circulation or broadcast
reach.
Advertising value: equivalent ad costs for time or space.
Systematic content analysis: positive or negative slant, key
messages, sources, prominence.
Outcome (Effect on the audience)
Goals/ objectives achievement: surveys, focus groups, PR
product testing. 17
Additional Means for
Measuring PR’s Effectiveness
Personal observation and reaction
Management by objectives
Audits 18
Marketing Public Relations (MPR)
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Marketing Public Relations
(MPR) Adds Value:
Building marketplace excitement before
media advertising breaks
Creating advertising news where there is no
product news
Introducing a product with little or no
advertising
Providing a value-added customer service
Building brand-to-customer bonds
Influencing the influential
Defending products at risk and giving
consumers a reason to buy 20
Cause and Mission Marketing
Customer Attitudes of Disrespect, Disgust, and Distrust
Toward Advertising and Marketing Create New Marketplace
Challenges and Companies Must Prove They Are Good
Corporate Citizens Through:
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EXH 12-16
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Types of Corporate Advertising
Image Chevron
advertising
Advocacy California Avocado
advertising Commission
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Advantages and Disadvantages of
Corporate Advertising
Advantages:
Excellent 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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