Public Relations Why Public Relations 1 Building marketplace
Public Relations
Why Public Relations? 1. Building marketplace excitement before media advertising breaks 2. Creating advertising news where there is no product news (reminding people why your company is so great). 3. Introducing a product with little or no advertising. 4. Influencing the influentials/opinion leaders 5. Defending products at risk.
Public Relations Audiences • • Employees of the firm Stockholders and investors Community members Suppliers and customers The media Civic and business organizations Government Financial groups
Examples of PR Tools • • Press releases Press conferences Exclusives Interviews Community involvement Sponsorships The internet
Examples of PR • Mercedes Benz announces the sponsoring of the new Falcon’s Stadium. • A presidential candidate is recorded while talking to leaders of a poor community. • “Feel good” stories are circulated around the web through social media postings from a political action committee.
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. • Publicity is generally short-term focused • Publicity is not always under the control of the firm • Publicity can be negative as well as positive
Publicity • Seems more credible because people tend to trust the news media rather than a PR firm. • That is why getting peers to spread word of mouth advertising for your product is vital for its success!
Publicity Vehicles • • • Feature Articles Special Events Captioned Photos News Releases Press Conferences
Corporate Advertising • Create a positive image for the firm • Communicate the organization’s viewpoint on various issues • Boost employee morale • Smooth labor relations • Help diversified companies establish an identity.
Cause Related Marketing • Cause related marketing is a form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors. • See next slide for example
Event Sponsorship • Event Sponsorship – a form of marketing communications whereby an organization becomes involved with a particular event by developing sponsorship relations. • Events used for sponsorship: • Sporting events • Music/entertainment • Festivals • Arts/cultural events • Causes
Advocacy Advertising • Advocacy advertising is an advertisement or public communication that attempts to influence public opinion on specific political, economic or social issues Tebow Super. Bowl Ad • https: //www. youtube. com/watch? v=xq. Re. TDJ Sdh. E
Non- Apologies • “I’m offended that you would say such a thing. ” • “I regret this happened” • I’m a victim too/role reversal. • “Mistakes were made. ” • I’m sorry if this offended anybody.
Tips • When offering apologies, do it in the same medium that the error occurred. – Twitter, t. v. , facebook, etc. • Going on tv allows audiences to read your honesty – This can be good or bad – Hugh Grant vs Kanye
Resources • Effective Ads http: //www. c-spanclassroom. org/Video/2242/Effective+Campaign+Ads. aspx • Difference between good and bad ads http: //www. c-spanclassroom. org/Video/2241/Campaign+Ad+Creation. aspx • Campaign Targeting Strategies http: //www. c-spanclassroom. org/Video/2243/Campaign+Targeting+Strategies. aspx The branding of political ads http: //www. c-spanclassroom. org/Lesson/945/Bell+Ringer+The+Branding+of+Political+Advertising. aspx All addresses taken from the C-Span classroom http: //www. c-spanclassroom. org/Campaign-2016. aspx View the address above to see examples of campaign ads, endorsements, and campaign announcements.
A Presidential PR Focus • You are running for President of the U. S. – Choose a party – Pick a slogan – Design a logo • Create 2 ads that target DIFFERENT target markets • Create a press release
Announce Your Candidacy • Choose a date: Be mindful of the date you select to ensure the best media exposure. Consider major events, holidays, and other potential conflicts. • Create a theme and overall message: Why are you running for this office? What are the important issues in your campaign? What sets you apart? How has your background inspired you? Create a marketable slogan. • Select a location to announce: It should relate to your message and be relevant to your campaign. Choose the background carefully. Consider that this is a significant opportunity for you to connect with your audience. • Choose your guests: Who would you want to introduce you and why? Would you have performers, if so who would they be? Who else would you want to be in attendance (key figures, major organizations, associations, clubs, press)? • Choose your music: What song would you want to be played as you enter? What song would you want to play as you exit? How do these song choices tie in with your theme and message?
Endorsements • http: //www. cspanclassroom. org/Video/2160/Chuck+Norris +Endorses+Fmr+Gov+Mike+Huckabee. aspx • http: //www. cspanclassroom. org/Video/2161/Oprah+Winfr ey+Endorses+Senator+Obama. aspx • Who would you get to endorse you>
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