MKT 3308 Chapter 17

implementing PR programs

-Monitoring the effects of the program -Gatekeeping What gets put in the media? -Output Analysis Content analysis Internet analysis Attendance Advertising equivalency

Disadvantages of PR

-Potential for incomplete communication process -Lack of connection between receiver and sender -Lack of coordination with marketing unit -Erratic, redundant communications

Measuring the effectiveness of PR

-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 modeling

Measuring effectiveness of corporate advertising

-attitude surveys -studies relating corporate advertising and stock prices -focus group research

Which of the following statements is true of publicity?

It can make or break a product or even a company.

Advertising of corporate advertising

It is an excellent vehicle for positioning the firm, it takes a vantage of the benefits to prior from public relations, it reaches a select target market.

Which of the following correctly states a disadvantage associated with marketing public relations (MPRs)?

It is difficult to tie in slogans and other advertising devices.

Marketing public relations helps in improving the overall ROI by reducing overall marketing costs.

True

Public relations is concerned with peoples attitudes toward a firm or specific issue beyond those directed at a product or service.

True

Survey research involves qualitatively Assessing customers attitudes toward the product or brand.

True

The press forms a part of the external audience for all the public relations activities of a manufacturing firm.

True

The new role of PR

broader and more marketing-oriented perspective; promote the organization and its products or services; PR operates in close communication with marketing (rather than as separate entities) to develop programs and policies

The power of publicity

publicity has the power to make or break a firm, firms must have programs in place to capitalize on or control and minimize the effects of these messages

Disadvantages of corporate advertising

- Questionable effectiveness - Raises questions of constitutionality and ethics

A publicity piece designed to be aired as a news story is known as:

video news release

Public Perception survey public attitudes

1. It Provides input into the planning process. Once the firm has determined public attitudes, they become the starting point in the development of programs designed to maintain favorable positions or change on favorable ones 2. It serves as an early warning system. What's the problem exists it may require substantial time and money to correct it by conducting research, the firm may be able to identify potential problems and handle them effectively before they become serious issues. 3. It's secure support internally. If research shows a problem or potential problem exist, it will be much easier for the public relation aim to gain the support he needs to address the problem. 4. It increases the effectiveness of the communication. The better it understands a problem, the better the firm can design communications to deal with it.

Public relations stages

1. The determination in the valuation of public attitudes. 2. The identification of policies and procedures of an organization with a public interest. 3. The development and execution of a communications program designed to bring about public understanding and acceptance.

Suppliers and customers

And organization wishes to maintain goodwill with his suppliers as well as is consuming public. If consumers think a company is not socially conscious, they may take their loyalty somewhere else. Suppliers may be inclined to do the same.

Stockholders and investors

Annual reports are also communication channel for informing the audience about why the firm is or is not doing well, outlining future plans, and providing other information beyond numbers.

External audiences

Are those people who are not closely connected with the organization the public at large.

Digital PR organization framework

Brent impact, digital impact, but alarm impact.

MPR adds value

Building marketplace excitement before media advertising breaks. The announcement of new products is an exact opportunity for the marketer to obtain publicity into dramatize the product thereby increasing the effectiveness of ads. Improving I owe a return on investment. Creating advertising news where there is no product news. Ask them self can be the focus of publicity. There seems to be as much hype about the ads on the Super Bowl as there is for the game itself. Introducing a product with little or no advertising. This strategy has been implemented successfully by a number of companies, including Tesla, Segway, Taye Crayola and of course Apple. Providing a value added customer service. Building brand to customer brands. Influencing influentials defending products or risk and giving customers a reason to buy.

Before shipping it's new Tablet, Samsung created a great deal of anticipation through public relations. Upon the release of Samsung tablet, customer stated waiting in lines for hours to on the next Sam side elevation. Which of the following ways did marketing public relations add value to the integrated marketing program?

Buy building marketplace excitement before media advertising breaks

Corporate advertising controversy

Consumers are not interested in this form of advertising, it's a costly form of an self indulgence, the firm must be in trouble, corporate advertising is a waste of money.

Advantages of MRPs

Cost-effective, highly targeted way to conduct public relations, benefits from endorsement of independent and objective third-party's, achieves credibility, supports advertising programs by making messages more credible, breaks through clutter, improve media involvement, create influence among opinion leaders improve by ROI

Which of the following is an objective of corporate advertising?

Creating a positive image for the firm

Objective of Corporate Advertising

Creating a positive image of the firm and communicating the organizations views on social, business and environmental issues. Boosting employee morale is moving labor relations, helping newly regulated industries is consumers uncertainty and answer investors questions, helping diversified companies establish an identity for the parent firm rather than relying solely on brand names.

Advantages of PR

Credibility Cost Avoidance of clutter Lead generation Ability to reach specific groups Image building

Financial groups

Current shareholders potential shareholders and investors may be relevant target markets for PR affect.

A new form of public relations has involved as an intersection between functions like social media and influencer marketing with traditional public relation activities. Is it called

Digital public relations

The bulletin board of Tales and You, A children's publishing company, contains an article that congratulated The organization for achieving 1 million cells and appreciated everyone for their efforts. This piece of public relations targeted the

Employees of the firm

Publicity ensures Accuracy of information because the company controls the message.

False

Establishing a PR plan

For some companies PR plans involve a little more than press releases, press kits for the media, and trade shows in new product announcements. These tours are often not designed into a formal public relation effort but rather use only as needed. The structure program for conducting PR is evident. A PR plan needs to be integrated into the overall marketing communications program.

Image advertising methods

General image or positioning ads, sponsorship, recruiting, generating financial support the thing called image is not Uni dimensional.

Most companies prepare annual reports to

Generate more investments

Integrating PR into the Promotional Mix

Given the broader responsibilities of public relations, the issue is how to integrate it into the promotional mix. Companies have a number of ways in which they organized in marketing and public relations functions. Others may outsource the public relations to outside agencies.

Successful public relations efforts may indirectly lead to

Increase friendliness

Disadvantages of MRP

Lack of control over the media, difficulty to tie the slogans and other advertising devices, media time in space are not guaranteed, there are no standard effectiveness measures.

Major problems from the use of publicity

Lack of control timing accuracy

Employees of the firm

Maintain a moral is showcasing the result of employees efforts are often prime objectives of public relations program. Organizational newsletters, notices on bulletins for awards ceremonies and events direct email and annual reports or some of the methods used to communicate with these groups.

An important function in an IMC program may include public relations for corporate image advertising or publicity management. Public relations is designed to promote the organization as well as products and services; it is less philanthropic and more

Marketing oriented

Mary was asked to go through the press release and other PR activities related to the launch of Pluto Corporation's new phone. She was then asked to determine the trends and perceptions relating to the product. Which of the following methods of measuring the effectiveness of marketing public relations is being employed here?

Media content analysis

Internal audiences

My include the employees, stockholders, and investors of the firm as well as members of the local community, suppliers, and current customers.

Civic and business organizations

Nonprofit organizations also serve as gatekeepers of information, companies financial contribution to these groups speech and organizational functions in sponsorships are all designed to create goodwill.

Cutlip Four step process for developing a public relations plan

One define public relation problems. To plan in program, three take action and communicate, for evaluate the problem.

Community members

People who live and work in the community where a firm is located or doing business are often the target of public relations efforts. Such efforts may involve as informing the community of activities that the organization is engaged in.

The media

Perhaps among the most critical external Publix or the media, which determines what you will read in newspapers or online, or see on TV and how this news will be presented. Because of the medias power, they should be informed of the firms actions. Companies issue press releases and communicate through conferences interviews in special events.

Event Sponsorship

Providing financial support to help fund an event, in return for the right to display a brand name, logo, or advertising message on-site at the event.

Governments

Public relations often attempts to influence government bodies directly at both local and national levels. Successful lobbying may mean immediate success for a product, that regulations detrimental to the firm and cost him millions.

Which of the following statements is true of PR and publicity?

Publicity is a short-term strategy unlike public relations.

Publicity

Refers to the generation of news about a person product or service that appears in broadcast digital or print media.

The control in dissemination of publicity

The control publicity was not in the hands of the company. In some instances it is the firms on boulder that allows information to leak. Companies such as Papa John's Sam Sann Bếp could do nothing to stop media from releasing negative information about them.

Educators

The number of organizations provide educators with information regarding their activities. Keep education informed and attempt to create goodwill as well as exposure for their causes on both local and national level.

Video News Release (VNR)

a ready-to-broadcast videotape designed for use in television news

Advocacy advertising

a type of public service advertising where an organization seeks to influence public opinion on an issue because it has some stake in the outcome

Issue ads

ads that focus on issues and do not explicitly encourage citizens to vote for a certain candidate

Image advertising

advertising that creates an identity for a product or service by emphasizing psychological meaning or symbolic association with certain values, lifestyles, and the like.

Corporate advertising

advertising that promotes the company as a whole instead of a firm's individual products

Auto Inc. has come up with a new series of ads to promote the use of seat belts. It has also invested in various billboards across New York City and Chicago for the same purpose. This is an example of:

advocacy advertising

cause-related marketing

commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit; a type of promotional campaign

Marketing Public Relations (MPR)

focused public relations activities that directly support marketing goals. Marketing objectives that may be added by public relations activity including raising awareness informing and educating gaining understanding building trust giving consumers a reason to buy and motivated consumers acceptance.

Public Relations

the management Function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and execute a program of action in communication to earn public understanding and acceptance.