Market Oriented Public Relations and Sponsorship Week 2 Lecture 4 Chapter 20

Public Relations – Publicity Growth area why? Definitions PR Planning PR Channels & Tools Media Relations

PR Defined Public Relations is Public relation consists of 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

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

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

PR 4 Key Aspects Positive – Active Building an image Positive – Reactive Protecting an image Audiences Internal External

PR Planning Model Appreciation of the situation/problem Establish objectives Target publics Messages Devise programme Evaluate results

PR Channels/Tools Press Release Exclusive interview Media alert Press Conference Press Kit Exclusive interview Seminars Stunts Newletters

More Tools Open Days Factory Visits Giving Public talks Sponsorship

Media Relations Purpose – to achieve publication or broadcasting of ‘news’ in order to create knowledge, awareness or understanding WHAT IS NEWS?

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

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

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persuasive, well-organised Character Ethical, reputable, respectable Successful Financial-performance, self-confidence Withdrawn Aloof, secretive, cautious

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

What/Who Can Be Sponsored People Events Competitions Teams Television Programmes Television coverage

Exhibitions AKA Trade Shows ‘Expos’ Trade Fairs Road shows Organisers offer space +++ similar to magazines

International Marketing – Exhibitions Ads Uses Focus Magnet\Marketplace Demonstration Sampling Opportunity Sales opportunity leads Previews Competitor monitoring PR Opportunities Partnering JV

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