PUBLIC RELATIONS Proactive PR (firm initiates the PR effort) Reactive PR (firm reacts to a crisis) Public Relations 1 1 1 1

TYPES OF PR AND THE USE OF MEDIA MEDIA EXPOSURE Controllable Uncontrollable (publicity) Event Sponsorship Public Service Announcements (PSA) Cause related marketing (CRM) PPR RPR Public Relations 10 2 2

Similarities and Differences Between Event Sponsorship, PSA’s and CRM’s Sponsoring an event Reliance on advertising -PSA’s: focus on issue of concern to the society (e.g., drug abuse) -CRM’s: contribution to a cause Good for MEMORY obj. Often not good for the MEMORY obj. (by careful selection of (brand often cannot be featured in ad) the event) Short-lived Can last for a longer period of time CRM’s work because consumers are buying “moral satisfaction” Public Relations 3

TYPES OF PR AND THE USE OF MEDIA MEDIA EXPOSURE Controllable Uncontrollable (publicity) Event Sponsorship Public Service Announcements (PSA) Cause related marketing (CRM) “Good News” tickle me Elmo JD Power Ratings PPR RPR Public Relations 10 2 2

PPR & Uncontrollable Media Exposure: “Good News” PROACTIVE PR (Cont.) PPR & Uncontrollable Media Exposure: “Good News” Low cost compared to using controllable media But no guarantee of media exposure. Decision made by journalists, editors, producers, etc Capitalizing on credibility of the news media Good for awareness, memory, and attitudes Ways of influencing the uncontrollable media Having something newsworthy Making the task of gathering the news easy for the news media Public Relations 10 2 2

TYPES OF PR AND THE USE OF MEDIA MEDIA EXPOSURE Controllable Uncontrollable (publicity) Event Sponsorship Public Service Announcements (PSA) Cause related marketing (CRM) “Good News” tickle me Elmo JD Power Ratings PPR “Bad News” Crisis management (Pepsi, Tylenol, Poultry) RPR Public Relations 10 2 2

STRATEGIES FOR HANDLING A CRISIS Head-on strategy: Accepting blame and publicizing remedial measures Denying blame, attacking the source of the “news” Blaming the consumer. Deflection strategy: Shift consumer’s focus. Effective strategy in politics Public Relations 10 2 2

TYPES OF PR AND THE USE OF MEDIA MEDIA EXPOSURE Controllable Uncontrollable (publicity) Event Sponsorship Public Service Announcements (PSA) Cause related marketing (CRM) “Good News” tickle me Elmo JD Power Ratings PPR Reassurance advertising (often after a crisis has been successfully managed) “Bad News” Crisis management (Pepsi, Tylenol, poultry) RPR Public Relations 10 2 2