Tài liệu Public relations, publicity, and corporate advertising

17 Public Relations, Publicity, and Corporate Advertising McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. The Role of Public Relations To manage relationships with the public General Public Customers Employees CLIENT Suppliers Stockholders Public Relations Management Process ¾ Determination and evaluation of public attitudes ¾ Identification of policies and procedures of an organization ¾ Development and execution of the program Marketing Public Relations (MPR) Functions ƒ Building marketplace excitement before media advertising breaks ƒ Creating advertising news where there is no product news ƒ Introducing a product with little or no advertising ƒ Providing a value-added customer service ƒ Building brand-to-customer bonds ƒ Influencing the influentials/opinion leaders ƒ Defending products at risk and giving customers a reason to buy Segway: An Example of MPR’s at Work The Process of Public Relations ¾ Determining and evaluating public attitudes ¾ Establishing a PR plan ¾ Developing and executing the PR program Research on Public Attitudes ¾ Provides input for the planning process ¾ Serves as an “early warning system” ¾ Secures internal cooperation, support ¾ Increases communications effectiveness Evaluating Public Relations Plans 1. Does the plan reflect a thorough understanding of the company’s business situation? 2. Has the PR program made good use of research and background sources? 3. Does the plan include full analysis of recent editorial coverage? 4. Do the PR people fully understand the product’s strengths and weaknesses? 5. Does the PR program describe several cogent, relevant conclusions from the research? Evaluating Public Relations Plans 6. Are the program objectives specific and measurable? 7. Does the program clearly describe what the PR activity will be and how it will benefit the company? 8. Does the program describe how its results will be measured? 9. Do the research, objectives, activities, and evaluations tie together? 10. Has the PR department communicated with marketing throughout the development of the program? Public Relations Audiences ¾ Employees of the firm ¾ Stockholders and investors ¾ Community members ¾ Suppliers and customers ¾ The media ¾ Educators ¾ Civic and business organizations ¾ Governments ¾ Financial groups Public Relations Tools ¾ Press releases ¾ Press conferences ¾ Exclusives ¾ Interviews ¾ Community involvement ¾ The internet Example of a Press Release Reebok Used a Press Conference to Announce the Sponsorship of Shakira Telling the Story ¾ Technological methods make it easier for the press ¾ They increase the likelihood media will use the story – Telephone press conferences – In-studio media tours – Multicomponent video news releases (VNR) – Targeted wire stories PR Publications ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ Inserts Enclosures Annual reports Posters Bulletin boards Exhibits Audiovisuals Position papers Speeches ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ News releases Media kits Booklets Leaflets Pamphlets Brochures Manuals Books Letters Advantages of Public Relations ¾ Credibility ¾ Cost ¾ Avoidance of clutter ¾ Lead generation ¾ Selectivity ¾ Image building Criteria for Measuring PR Effectiveness ¾Total number of impressions . . . ƒ Over time ƒ On the target audience ƒ On specific target audiences ¾Percentage of . . . ƒ Positive articles over time ƒ Negative articles over time ¾Ratio of positive to negative articles ¾Percentage of positive and negative articles by . . . ƒ ƒ ƒ ƒ Subject Publication Reporter Target audience Publicity Publicity involves the generation of news about a company, product, service, brand or person in various media. It is a subset of the public relations effort. Key points regarding publicity: ¾ Publicity is generally short-term focused ¾ Publicity is not always under the control of the firm ¾ Publicity can be negative as well as positive The Power of Publicity ¾Perceived as more credible ¾Often perceived as endorsed by the medium in which it appears ¾Often has high news value ¾Often generates high frequency of exposure Publicity Vehicles Feature Articles Special Events Captioned Photos News Releases Press Conferences