Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Public Relations Part 5: Integration and Evaluation Chapter.

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Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Public Relations Part 5: Integration and Evaluation Chapter 17

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-2 Key Points Explain what Public Relations is and how it differs from advertising Describe the most common types of PR programs Analyze the key decisions in PR planning Explain the most common types of PR tools Discuss the importance of measuring the results of PR efforts

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-3 The Practice of Public Relations Used to generate goodwill for an organization Helps an organization and its publics relate to each other (stakeholders) Publicity  getting news media coverage

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-4 PR -PR attempts to company more broadly. -PR goals attempt to build goodwill of organization -PR prepares the materials persuasively to gain acceptance of gatekeepers who decide which among many stories will be covered e.g. editors, news director (publicity: gain press coverage of the PR events) PR tend to use more “Uncontrolled media” (gatekeeper involved) e.g. mass media -PR is more credible coz it appears as news & involves the third-person endorsement -PR is more effective if the org.’s trust tends to be high + access the media channel is open Comparing Public Relations and Advertising Advertising -Ad messages deal with product/services -Ad goals usu. Involve the sales of p/d -Advertising buys space & time - Ad tends to use more “Controlled media” - Ad is the paid form - If the org’s trust is low, ad is used to present organization’s viewpoint & restart rebuilding their reputation Media Use, control, Credibility

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-5 PR Objective Creating a corporate brand Shaping or redefining a corporate reputation Positioning or repositioning a company or brand Moving brand to new market or a global market Launching a new product or brand Disseminating news about a brand, co. or organization Providing broduct or brand info. Changing stakeholder attitudes, opinions, or behaviors about a brand or co. Etc.

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-6 Twenty Key Publics

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-7 Types of Public Relations Programs Media relations Focuses on developing media contacts e.g. mass media Knowing who in the media might be interested in the organization’s story Employee relations Programs that communicate information to employees Internal marketing: communication efforts aimed at informing employees about marketing programs & encouraging their support Financial relations All communication efforts aimed at the financial community e.g. bank, financial institute Public affairs Corporate communication programs with government and with the public on issues related to government and regulation

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-8 Types of Public Relations Programs Fund-raising -- The practice of raising money by collecting donations Cause marketing When companies associate themselves with a cause, providing assistance and financial support “doing good thing and getting credit for it” Crisis management Planning and executing communication during times of organization crisis The program that plan to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics. Avoid and ease the damage if occurs

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-9 ControllableUncontrollableSemi-controlled House ads.Public service announcement Special event & Corporate ads. Press release Sponsorships Advocacy ads. Press conferenceWord of Buzz Publications Media tours Online communication site Media kits Interview showsExtranet,Intranet,WWW Speaker, Photos, Bylines articles and Films Filter,historical pieces Visual presentation Annual report Public service ads Display,exhibition Special event Public relations Tools

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-10 Corporate Ad.

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-11