Marketing Communications Promotional Practice Market Oriented Public Relations

Marketing Communications & Promotional Practice Market Oriented Public Relations and Sponsorship Week 2 Lecture 4 Chapter 20 Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Public Relations – Publicity Growth area why? Definitions PR Planning PR Channels & Tools Media Relations Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice PR Defined Public Relations is The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics Public relation consists of All forms of planned communication, outwards and inwards between an organisation and its publics for the purpose of achieving specific objectives concerning mutual understanding Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice IPR Definition The management of reputation: The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Public Relations The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public. Both reactive and proactive Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice PR 4 Key Aspects Positive – Active Building an image Positive – Reactive Protecting an image Audiences Internal External Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice PR Planning Model Appreciation of the situation/problem Establish objectives Target publics Messages Devise programme Evaluate results Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice PR Channels/Tools Press Release Media alert Press Conference Press Kit Exclusive interview Seminars Stunts Newletters Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice More Tools Open Days Factory Visits Giving Public talks Sponsorship Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Media Relations Purpose – to achieve publication or broadcasting of ‘news’ in order to create knowledge, awareness or understanding WHAT IS NEWS? Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Building Media Relations Establish name of editor – Willings Press guide + PIMS Keep in touch - regularly Meet editors and journalists at exhibitions Co-operation not conflict Ensure media know of specialists available Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Elements of Corporate Identity Corporate personality Culture Overall strategic purpose Corporate identity Products & services Where made and distributed How it communicates with stakeholders How it behaves Corporate image Influenced by identity Values, beliefs and attitudes held about the organisation Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Six main Factors in Articulating ‘Image’ Dynamic Pioneering, attention-getting, active Cooperative Friendly, well-liked, eager to please Business Wise, shrewd, persuasive, well-organised Character Ethical, reputable, respectable Successful Financial-performance, self-confidence Withdrawn Aloof, secretive, cautious Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Sponsorship Paying for an association with an individual, group or event Used to build awareness, develop customer loyalty and improving image held Generally plays a supporting or secondary role Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice What/Who Can Be Sponsored People Events Competitions Teams Television Programmes Television coverage Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Exhibitions AKA Trade Shows ‘Expos’ Trade Fairs Road shows Organisers offer space +++ similar to magazines Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice International Marketing – Exhibitions Ads Uses Focus MagnetMarketplace Demonstration Sampling Opportunity Sales opportunity leads Previews Competitor monitoring PR Opportunities Partnering JV Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Exhibitions - Downside Cost ROI Choice of venue Reliability of attendance statistics Success dependent on overall exib success May be outshone in terms of presentation Security Timewasters Targeting Bangor Transfer Abroad Programme