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1、Public Relations,Advertising Principles and Practices,17-2,Questions Well Answer,What is public relations,and what are different types of public relations programs?What key decisions do public relations practitioners make when they create plans?What are the most common types of public relations tool
2、s?Why is measuring the results of public relations efforts important,and how should that be done?,GE Goes Green with Ecomagination,GE is committed to being on the cutting edge of cleaner power and environmental technology.GEs investing$1.5 billion by 2010 in R 49%of those surveyed liked the dancing
3、elephant commercial“a lot.”,17-3,Visit the Site,Prentice Hall,2009,17-4,What is public relations?,Used to generate goodwill for an organization.Focuses on relationships with an organizations publics.Publics/stakeholdersall the groups of people with which an organization interactsemployees,members,lo
4、cal communities,shareholders,customers other institutions.Publicitygetting news media coverage.PR is a managerial function and a tactical function.,17-5,Who practices public relations?,CompaniesGovernmentsNonprofit organizationsTravel/tourism industryLabor unionsSchool systemsPoliticiansOrganized sp
5、ortsAgencies(for clients)and in-house departments,17-6,Public Opinion,What people think;their beliefs based on perceptions or evaluations of events,people,institutions or products(not necessarily on fact).PR strategists want to know:What publics are important to us now and in the future?What do thes
6、e publics think?Opinion Leadersimportant people who influence the opinions of othersare especially important.,17-7,Reputation:Goodwill,Trust,and Integrity,Goodwill is a companys greatest assetPRs job is to create it.“If you tell the truth,you dont have to remember anything.”Integrity is not just abo
7、ut having a positive image,its a result of a companys actual behavior.,Principle:Public relations is the conscience of the company,with the objective of creating trust and maintaining the organizations integrity.,Public Relations Society of America,17-8,PRSA is the worlds largest organization for PR
8、 professionals with the vision to unify,strengthen,and advance the profession of public relations.,Visit the Site,Prentice Hall,2009,As a member of the Public Relations Society of America:I base my professional principles on the value and dignity of the individual,holding that the free exercise of h
9、uman rights,especially freedom of speech,freedom of assembly,and freedom of the press,is essential to the practice of public relations.In serving the interests of clients and employers,I dedicate myself to the goals of better communication,understanding,and cooperation among the diverse individuals,
10、groups,and institutions of society,and of equal opportunity of employment in the public relations profession.www.prsa.org,17-9,The Goal of PR Specialists,Communicating with various public(stakeholders),managing the organizations image and reputation,creative positive public attitudes,and goodwill to
11、ward the organization.Public relations takes a longer,broader view of the importance of image and reputation as a corporate competitive asset and addresses more target audiences than advertising.,17-10,Comparing PR and Advertising,Media useControlCredibility,Seek to persuade media gatekeepers to car
12、ry stories about or“cover”their companies.Gatekeepers are writers,editors,producers,talk-show coordinators,and newscasters.This aspect of PR is called publicity.,17-11,Comparing PR and Advertising,Media useControlCredibility,With news stories,PR people are at the mercy of the media gatekeeper.They d
13、ont have to run your story.Advertising runs exactly as the client who paid for it has approved.,17-12,Comparing PR and Advertising,Media useControlCredibility,Public tends to trust the media more than they do advertisers.Consumers assume a story is legitimate if it appears in the media;this is an im
14、plied third-party endorsement.,17-13,Types of PR Programs,17-14,Types of PR Programs,Media relationsEmployee relationsFinancial relationsPublic affairsFund-raisingCause marketing,Focus on developing media contactsKnowing who in the media might be interested in the organizations storyRelationships mu
15、st be built on honesty,accuracy,and professionalism,17-15,Types of PR Programs,Media relationsEmployee relationsFinancial relationsPublic affairsFund-raisingCause marketing,Programs that communicate information to employeesRelated program is internal marketingCommunication efforts aimed at informing
16、 employees about marketing programs,17-16,Types of PR Programs,Media relationsEmployee relationsFinancial relationsPublic affairsFund-raisingCause marketing,Communications aimed at financial communityPress releases to business magazines,meetings with investors,annual(financial)reports,17-17,Types of
17、 PR Programs,Media relationsEmployee relationsFinancial relationsPublic affairsFund-raisingCause marketing,Communication with government and with the public on issues related to government and regulationLobbying to get legislators to support a billIssue management(monitor and communicate to and with
18、 public),17-18,Types of PR Programs,Media relationsEmployee relationsFinancial relationsPublic affairsFund-raisingCause marketing,The practice of raising money by collecting donationsUsed by nonprofits:museums,hospitals,Red Cross,etc.and directed at potential donorsSometimes called development,17-19
19、,Types of PR Programs,Media relationsEmployee relationsFinancial relationsPublic affairsFund-raisingCause marketing,Companies associate themselves with a cause,providing assistance and financial supportWhirlpool and Habitat for Humanity,17-20,Other Types of PR Programs,Corporate Reputation Managemen
20、tFocused on image,reputation,trustCrisis ManagementAnticipating and planning for disasters from a media perspective and with stakeholdersMarketing Public RelationsPlan and deliver programs to drive sales and build customer satisfaction to communicating to address consumer wants and needsPublic Commu
21、nication CampaignsTo change public opinion,discourage harmful behaviors“Truth”campaign to protest smoking,17-21,Public Relations Planning:Research,A communications audit assess the internal and external environment.Benchmarking identifies a baseline from a previous audit,or a competitor.Gap analysis
22、 measures differences in perceptions between publics,or between a public and the organization.Three types of publics:Latent publics are unaware of their connection to an organization an an associated problem.Aware publics recognize their connection with a problem but dont communicate about it.Active
23、 publics communicate and act on a problem.,17-22,Public Relations Planning:SWOT Analysis,Strengths,Weaknesses,Opportunities,ThreatsHelps companies understand the nature of the problem so they can develop appropriate objects and target the right publics to address a problem.May cover a variety of iss
24、ues:Changes in public opinionIndustry and consumer trendsEconomic trendsGovernment regulations and oversight programsThe effect or corporate strategies on stakeholders,17-23,Public Relations Planning:Targeting,Research identifies appropriate target audiences.CIGNA insurance identified conscientious
25、consumers and directed their“Power of Caring”campaign toward them.The campaign featured well-known personalities and charitable causes like Alexs Lemonade Stand.,17-24,Public Relations Planning:Objectives and Strategies,PR objectives are to change the publics knowledge,attitudes,and behaviors relate
26、d to a company brand or organization.Typical PR objectives focus on:Creating credibilityDelivering informationBuilding positive images,trust,and corporate goodwill,Principle:Before changing behavior,a communication program may need to change beliefs,attitudes,and feelings.,17-25,Public Relations Pla
27、nning:Objectives and Strategies,Change agent strategiesFocused on changing attitudes that drive behavior either internally with employees or externally with other publics.Involvement strategiesFocused on intensifying publics involvement by creating excitement,strengthening customer loyalty.Must be c
28、arefully conceivedPizza Huts school“book it”program,which rewards students with free pizzas has been criticized for promoting unhealthy eating habits.,17-26,Typical Public Relations ObjectivesCreating a corporate brandShaping or redefining a corporate reputationPositioning or repositioning a company
29、 or brandMoving a brand to a new market or a global marketLaunching a new product or brandDisseminating news about a brand,company,or organizationProviding product or brand informationChanging stakeholder attitudes,opinions,or behaviors about a brand or companyCreating stronger brand relationships w
30、ith key stakeholders,such as employees,shareholders and the financial community,government,members(for associations),and the mediaCreating high levels of customer(member)satisfactionCreating excitement in the marketplaceCreating buzz(word of mouth)Involving people with the brand,company,or organizat
31、ion through events and other participatory activitiesAssociating brands and companies with good causes,17-27,Public Relations Planning:The Big Idea,Creative ideas get attentionA Nevada conservation program used a 50-year-old tortoise as a mascot to promote desert ecologyTBSs Cartoon Network used ele
32、ctronically lit cartoon characters on buildings and bridges to promote their show“Aqua Teen Hunger Force,”causing bomb scares in BostonCost TBS$2 million and the network head resigned,17-28,PRs Role in IMC,In integrated programs,PR and advertising communicate complementary messages.Because theyre of
33、ten separate functions,the message may be inconsistent.PR and advertising use many of the same tools.PRs greatest strengths is in an IMC program are raising awareness,creating credibility,and providing media contacts.In this fragmented media society,PR and advertising must merge or find common groun
34、d to be part of the IMC program.,17-29,Two Main Categories of PR Tools,Controlled mediaSponsoring organization pays for media and controls how and when the message is delivered.Uncontrolled mediaSponsoring organization doesnt pay for media;the media controls how and when the message is delivered.Sem
35、icontrolled media include electronic media over which companies maintain some,but not all control(e.g.,company Web sites vs.other Web sites,blogs,chat rooms).,17-30,Controlled Media(Company controls the use and placement)House adsPublic service adsCorporate,institutional,advocacy advertisingPublicat
36、ions:brochures,flyers,magazines,newslettersAnnual reportsSpeakersPhotographsFilms,videos,CD-ROMsDisplays,exhibitsStaged eventsBooks,Table 17.1Public Relations Tools,Uncontrolled Media(Media controls the use and placement)The news release(print,audio,video,email,faxesFeatures(pitch features)Fillers,h
37、istorical pieces,profilesThe press conference and media advisory(media kits,fact sheets,background info)Media toursBylined articles,op/ed pieces,letters to the editorTalk and interview showsPublic service announcements,Semicontrolled Media(Some aspects are controlled or initiated by the company,but
38、other aspects arent)Electronic communication(Web sites,chat rooms)Special events and sponsorshipsWord of mouth(buzz)Weblogs(blogs),17-31,PR Tools:Advertising,House adsUsed in a companys own publication or programs(self promo)Public service announcementsRun free on TV,radio,or print for a charities o
39、r civic organizationsCorporate advertisingFocused on corporate image or viewpointCorporate identity advertisingAdvocacy advertising,Visit the Site,17-32,PR Tools:Publicity,News releasesDeliver PR messages to external media;answer five“Ws”VNRs contain video footagePitch lettersEngaging letter about a
40、 feature story idea sent to editors who have to be“sold,”usually a human interest anglePress conferencesAn event at which a spokesperson makes a statement to the media;a media kit may be sent ahead of timeMedia tours“Press conference on wheels”;spokesperson makes speeches and announcements,holds pre
41、ss conferences,and offers interviews,Media Assessment of News Values,Replace,Editors decide to use news releases based on news value.News value is based on timeliness(something just happened or is about to happen),proximity(a local angle),impact(importance or significance),or human interest.,17-33,P
42、rentice Hall,2009,17-34,PR Tools:Publications,PamphletsBookletsAnnual reportsCollateral materialBooksBulletinsNewslettersInserts and enclosuresPosition papers,17-35,PR Tools:DVDs,CDs,Podcasts,Books,and Online Video,DVD and podcasts are now major PR tools.Books can be published simply with electronic
43、 publishing.Videos are expensive but are ideal for distributing in-depth information.YouTube is being used for corporate messages.,17-36,PR Tools:Speakers and Photos,Speakers bureauA group of articulate people who will talk about topics at the publics request.PR departments maintain file of photos t
44、o provide to the public.,17-37,PR Tools:Displays and Exhibits,Displays include booths,racks,and holders for promotional literature,and signage.Exhibits are larger than displays and may have moving parts,sound,or video.,17-38,PR Tools:Special Events and Tours,Events celebrate company milestones:Open
45、housesBirthday celebrationsCorporate sponsorship of eventsTours such as plant tours and trips by delegates and representativesThe“truth”tour reaches 750,000 teens annually with information about smokings harmful effects.,The Truth Campaign,17-39,This public communications campaign was designed to co
46、unter advertising that appeals to teenagers by getting them to rebel against big tobacco companies.,Visit the Site,Prentice Hall,2009,17-40,PR Tools:Online Communication,IntranetConnects people within an organization.ExtranetConnects people in one business with its business partners.External communi
47、cationWeb sites,email contact with reports,press releases distributed by email or PR newswire.Internal communicationConnects people in separate sites and its inexpensive.However,it can be used in court against a company.Web challengesSearch optimization is a major issue.Anyone can post anything abou
48、t your company;gossip and rumors can spread around the world in hours.Companies can monitor whats being said about them.,17-41,Getting Attention in a New-Media WorldWrap your story around a bigger idea.Find a broader context or news hook for your product or service and show how your company fits int
49、o it.Keep it short and personal.When reaching out to journalists,a few quick sentences via email,free from industry jargon,explaining who you are and what your business is usually will suffice.Try to keep the first email readable without having to scroll down.Also,referring to past works by journali
50、sts shows you understand their area of coverage.Pay attention to Web basics.Building a Web site and getting good rankings on search engines such as Yahoo!and Google can help customers find businesses,especially new ones.Consider blogging as a way to tell your story and interact with the public.Using
