Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Public Relations “The variety of activities and communications an organization undertakes to monitor, evaluate, and influence the attitudes, opinions and behaviours of groups or individuals who constitute their publics.”

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Public Relations Public relations is distinguished from advertising in two ways: 1.Advertising is focused on brand image; public relations is more focused on corporate image. 2.Advertising is controlled and paid for by a sponsor; the media control public relations.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc The Publics PR is sensitive to two different publics: Internal Publics Internal Publics External Publics External Publics Employees, distributors, suppliers, shareholders, regular customers Media, governments, prospective shareholders, financial community

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Role of Public Relations The role of PR is varied but generally falls into six areas: 1.Corporate Public Relations Corporate Advertising Advocacy Advertising Crisis Management 2.Reputation Management

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Role of Public Relations 3.Product Publicity Product Placement 4.Media Relations 5.Community Relations and Public Affairs Lobbying 6.Fund Raising

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Public Relations Planning A public relations plan is dictated by the situation. It can be proactive and planned in advance or reactive and planned very quickly to handle an unforeseen situation. The success or failure of a PR plan can impact on the bottom line (Bridgestone and Ford can attest to this principle).

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Public Relations Planning PR planning usually involves five steps: Situation Analysis Situation Analysis PR Strategy Establish Objectives Establish Objectives Execute Plan Evaluate Effectiveness Evaluate Effectiveness

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Tools of the Trade The tools available are diverse. Some are used routinely while others are used periodically.  Press Release  Press Conference  Publications  Posters and Displays  Web Sites

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Advantages of Public Relations Credible source of information Can positively influence sales Helps build relationships

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Disadvantages of Public Relations Lack of control Costs associated with waste

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Event Marketing Event Marketing Event Sponsorship Integrating a variety of communication elements to support an event theme. Financial support of an event in return for advertising privileges.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Primary Types of Sponsorship Sports Entertainment Culture And Arts Culture And Arts The largest segment is sports. It reaches a “mass” target audience. Music plays a major role in entertainment sponsorships. Cultural sponsorships are aimed at a “class” target audience.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Sports Event Pyramid From the grassroots level to global events, sponsorships can pay dividends for companies. Local Regional National International Global

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Sports Marketing Strategies Sports marketing is extremely competitive so companies look for advantage by any means.  Ambush Marketing  Venue Sponsorship

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Strategic Considerations for Event Marketing “Fit” between the event and the sponsor is essential.  Select Events Offering Exclusivity  Use Sponsorships to Complement Other Activity  Choose the Target Carefully  Select Events with Image that Sells  Establish Selection Criteria and Follow Them

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Benefits of Sponsorship Considering that large sums are invested for a short period, results are difficult to measure. 1. Awareness 2. Image Enhancement 3. Securing New Customers 4. Sales Increases 5. Ability to Reach Specific Targets 6. Media Coverage

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Advantages of Sponsorship From a marketing communications perspective, events and sponsorships offer: Target Marketing Capability Face-to-Face Access to Customers Public Image Enhancement

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Disadvantages of Sponsorship Events are sexy and glamorous, but there are some drawbacks. Cost of Big Events Advertising Clutter at Events Effectiveness Hard to Measure