Flashcards
14. PR and Publicity
Cards in this deck (56)
- 1Define public relationsAn organizational activity involved in fostering goodwill between a company and its various publics (e.g., employees, suppliers, stockholders, governments, the public, labor groups, citizen action groups, and consmers).
- 2An organisation and its public
- 3Explain public opinionWhat people think; their beliefs based on perceptions or evaluations of events, people, institutions or products (not necessarily fact)
- 4What PR strategists want to knowWha publics are important to us now and in the future?
What do these publics think? - 5Define opinion leadersImportant people who influence the opinions of others . These are especially important
- 6The traditional role of PRMaintain mutually beneficial relationships
between the organization and its publics
• Act as a management communications
function - 7The new role of public relations• Work together with the marketing
department
• Contribute to the IMC process in a
way that is consistent with marketing goals - 8PR - types of target audiences (internal)
- 9PR - types of target audiences (external)
- 10Marketing public relations: Proactive MPR and Reactive MPR
- 11Explain strategic public relations• PR addresses different groups and publics by using different tools, media
categories and vehicles with a strategic purpose aligned to strategic corporate
Intent.
• Defensive, proactive, supporting, correcting, building, exposing and
provocative PR are different ways to support communication strategy.
• Crisis Management PR.
• Corporate Image, Reputation and Information PR. - 12Marketing public relations activitiesPublic relations activities designed to support marketing objectives
» Functions
– Building marketplace excitement before media advertising breaks
– Improving ROI
– 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 influentials
– Defending products at risk and giving consumers a reason to buy - 13Rumour control» Rumor Control:
1. Stay alert
2. Evaluate its effects
3. Launch a media campaign - 14An anti-rumour campaign should...1. Focus on specific points in the rumor that need to be refuted
2. Emphasize that the conspiracy or rumor is untrue and unfair
3. Pick appropriate media and vehicles for
delivering message
4. Select a credible spokesperson to deliver the message on the company’s behalf - 15PR questions to pose when planning PR strategy• What are the problems that need to be addressed?
• Is the target well defined?
• Is the PR communication strategy clear enough to be effective? Are there
misleading elements that should be reconsidered?
• How and when the PR plan should take place? And where?
• Are we addressing in full the strategic purpose of the Product, Brand
and Corporate Image? - 16Tools used for implementing the PR program» Press release: Statement provided to the media
– Must be factual, true, and of interest to the medium and its audience
» Press conferences: Delivering information by interacting directly with the media
» Exclusives: Offering one particular medium exclusive rights to the story
» Interviews - Interactions involving a spokesperson
answering questions directed toward him or her
» Community involvement - Supporting and contributing to a community
» Internet - Helps to spread PR information electronically
» Social networks and blogs - Online social platforms - 17Measuring the effectiveness of PR: Aims, considerations and methods• Determines what has been achieved
• Provides a way to measure the achievements quantitatively
• Provides a way to judge the quality of the achievements and activities
- Should consider whether the target audience:
• Received the messages
• Paid attention to the messages
• Understood the messages
• Retained the messages
- Methods
• Media content analysis
• Survey research
• Marketing-mix modelling - 18Evaluating PR plans - questions to ask
- 19PR - Advantages and disadvantages
- 20PR - Controllable and Non-controllable media
- 21Define: Controlled mediaControlled media include those in which the sponsoring organisation pays for the media
- 22Define: Uncontrolled mediaSponsoring organisation does not pay and has no control
- 23Define: Semi-controlled mediaNew electronic media
Some aspects are controlled or initiated by the company and others are not - 24Controllable and non-controllable media: The trust generated between influencers and fane.g. Kim K and hair vitamins
Consumers are becoming more suspicious of paid for endorsements/INFLUENCERS after controversies around campaigns featuring PewDiePie and the Kardashians, this is proving an unsustainable model. - 25Define GoodwillAssumed value of the attractive force that generates sales revenue in a business, and adds value to its assets. Goodwill is an intangible but saleable asset, almost indestructible except by indiscretion.
- 26Explain GoodwillGoodwill is a company's greatest asset, and it is the PR's job to create it.
"If you tell the truth, you don't have to remember anything"
• Integrity is not just about having a positive image - it is a result of a company's actual behaviour
• Public relations is the conscience of the company, with the objective of creating trust and maintaining the organisation's integrity - 27Summarise: PR process, hiring considerations, typical activities and the use of PR in crisis management
- 28How brands carry their past with them
- 29When you make a mistake...
- 30How to not leave PR to chance
- 31Define sponsorship marketing
- 32Definition of sponsorship
- 33Explain sponsorship
- 34Explain corporate sponsorship
- 35Why has there been a growth in sponsorships?
- 36Define event sponsorship, and factors in selecting sponsorship
- 37Measuring success of event sponsorship
- 38Example: When a sponsorship goes wrongThat Phelps, an Under Armour athlete since 2010, would put a competitor’s logo front-and-center on the cover of a national magazine that reaches more than 18 million people has insiders shaking their heads.
“This will go on the wall at Nike,” said Rick Burton, a former U.S. Olympic Committee chief marketing officer.
“Under Armour must be going wild behind closed doors.”
(Bloomberg, August 17, 2016)
What about financial losses? - 39Define and explain custom events- Developing your own events rather than
sponsoring existing events
– Provides a brand total control over the event
– Can be more effective and less costly - 40Define and explain ambushing eventsAmbushing Events
– Takes place when companies that are not
official sponsors of an event undertake
marketing efforts to convey the impression
that they are - 41Sponsorship - questions to be posed
- 42Carroll's CSR pyramid
- 43Define CSRA company's sense of responsibility towards the community and environment (both ecological and social) in which it operates.
- 44CSR - categorisation of CSR activities (Peloza & Shang, 2011)
- 45Explain cause-related marketingCSR activities that fall under the category of Philantrhopy can all be grouped
under CRM strategy. This type of CSR actions/activities are a growing reality
amongst organisations. Procter & Gamble, American Express, Volvic Water and
others are amongst the growing number of corporate organisations engaging
in this type of CSR form (UNICEF, 2011). - 46Benefits of cause-related marketing
- 47Process of gaining benefits with cause-related marketing
- 48Discuss CSR activities• CSR activities, if based on moral obligation, sutainability, license to operate
& reputation, can improve the company’s image, strengthen its brand and
relationships, enliven moral considerations and raise the value of its stock (Porter&
Kramer, 2006).
• CSR activities become weak and insignificant if ethical & good business practice is not at the core of the day to day actions! - 49State types of third-party product reviews
- 50Reasons for third-party reviews
- 51Word-of-mouth (WOM)Informal communication among consumers about products and services. Word-ofMouth is both complex and difficult to control.
- 52Factors affecting WOM's influence» Tie strength of interpersonal
relationships of persons in B2C and/or
B2B social networks
» How well marketing communicators
use advertising and “buzz” efforts to
stimulate positive WOM
» The amount of prestige accorded by
others to opinion leaders and markets
mavens who act as informers,
persuaders, and confirmers - 53Describing viral marketing» Can be compared to the spread of
an epidemic
» There must be a tipping point, or
moment of critical mass when
enough people are “infected”
» Rules for Social Epidemics:
– Law of the Few
– Stickiness Factor
– Power of Context - 54Define and Explain publicity
- 55Advantages and disadvantages of publicity
- 56Advertising vs. publicity
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- Marketing Communications Flashcards on 14. PR and Publicity, created by Nina Olsson on 26/04/2019.
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- Nina Olsson
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