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Ch. 17 Public Relations, Publicity, and Corporate Advertising

Ch. 17 Public Relations, Publicity, and Corporate Advertising. Public Relations – a management function that has as its primary responsibility the goal of communicating and gaining acceptance of the organization’s policies and programs within its various communities.

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Ch. 17 Public Relations, Publicity, and Corporate Advertising

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  1. Ch. 17 Public Relations, Publicity, and Corporate Advertising • Public Relations – • a management function that has as its primary responsibility the goal of communicating and gaining acceptance of the organization’s policies and programs within its various communities.

  2. Public Relations with Whom? • Who could be the internal target audience? Who could be the external target audience?

  3. Six Occasions for PR • Communication with Audiences (Internal/External) • Community Relations • Product Launch • Product Re-launch • Product Support • Crisis Management

  4. Tools of PR Includes: • Press releases • Press conferences • Video press releases • Community involvement • Corporate advertising • Advocacy and cause-related advertising • Crisis management

  5. Advantages/Limitations of PR • More credible than advertising • Excellent for building trust and company image among consumers • Interest (lead) generation • Ability to reach specific groups • Lower cost than advertising • Less clutter Limitations?

  6. Process of Conducting Public Relations Determining and Evaluating Public Attitudes Establishing a Public Relations Plan • Developing and Executing the PR Program • Determining relevant target audience (In/External) • Implementing the Public Relations program Evaluating the PR Program

  7. Publicity Publicity refers to the generation of news about a person, product, or service that appears in broadcast or print media. Difference b/t Public Relations and Publicity

  8. Corporate Advertising Corporate advertising is designed to promote the firm overall -- either by enhancing its image, assuming a position on a social issue or cause, or seeking direct involvement from the market. Objectives of Corporate Advertising More specific applications include:

  9. Types of Corporate Advertising • Image advertising • Advocacy advertising • Cause-related marketing

  10. Crisis Management • Before the crisis

  11. Crisis Management (cont.) • During the Crisis

  12. Crisis Management (cont.) • Press briefings: • Avoid:

  13. Measuring Effectiveness of PR • Most Common Methods: • Like measuring advertising by media placements

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