Lecture #15

 When public relations, publicity, advertising, sales promotions and marketing collide to promote organizations, products, services, and ideas.  Advertising and marketing build brand awareness, public relations establishes credibility and tells the brand’s story.

 Communications cross-training is essential.  Learning the skills of marketing, advertising, sales promotion and public relations is becoming a critical task of the PR professional.

 Public Relations- marketing of an organization and the use of unbiased, objective, third-party endorsement to relay information about the organization’s products and practices.  Marketing- selling of a service or product though pricing, distribution, and promotion.  Advertising- subset of marketing, involves paying for the placement of your message in a variety of media.

 Really what this is, is the value of integrating public relations and marketing. ◦ Introducing a revolutionary new product ◦ Eliminating distribution problems with retail outlets ◦ Small budgets and strong competition ◦ Explaining a complicated product ◦ Tying a product to a unique representative- Ronald McDonald.

 Third-Party- an “objective” third party observer– a blog, newspaper, magazine, or broadcaster who mentions the product in the news.  Oftentimes, spokespeople mention that they use the product, but fail to mention that they are being paid.  This is seen as being unethical.  One way of achieving product recognition is through the endorsement of objective authorities is to create events that are certain to attract publicity.

 Building a brand is critical for your organizations to flourish.  Branding- is creating a differentiable identity or position for a company or product.  How to succeed in branding: ◦ Be Early- the first in the category, more likely to be remembered, sometimes it is better to be first than best. ◦ Be Memorable- the brand needs to stand out, distinguish itself in some way– uniqueness, slogan, social responsibility. Must be BOLD.

 Continued: ◦ Be Aggressive- a good brand must also keep the company’s name in the public through publicity attempts. Customers need to become familiar with the brand, and future investors need to be confident in the brand. ◦ Use Heritage- citing traditions and history of a product or organization as part of building the brand. ◦ Creating Personality- the organization’s personality should reflect all communications materials.

 Is used today in PR. ◦ Mergers and diversifications ◦ Personnel Changes ◦ Organizational Resources ◦ Manufacturing and Service Capabilities ◦ Growth History ◦ Financial Strength and Stability ◦ Company Customers ◦ Organizational Name Change ◦ Trademark Protection ◦ Corporate Emergencies

 Integrated marketing basically helps support, and in some cases reprints information that has not been seen or has already been seen by audiences.

 Article Reprints: ◦ Marketing can be done through reprints of PR materials that were already created. They can be aimed at wholesalers, retailers, or consumers. ◦ Internet and direct mail can also reinforce the opinions of those who read the original piece.  Plan ahead- make sure you know printing cycles so that pieces will arrive in the mail shortly after the original pieces.  Research target audiences and address them by name  Pinpoint the reprint’s significance, underlining, making notes, attach a cover letter  Integrate the reprint with similar articles and information on the same related subject

 Trade Show Participation: ◦ Used in fashion all the time, known as “trunk” shows. ◦ Allows the organization to display products for important target audiences.  Analyze the show carefully- the right audiences may not attend, costs of entering the show may not be worth it.  Select a Common Theme- unify all PR, publicity, advertising, and sales promotions to fit the organization  Make Sure All Products Displayed Are the Right Ones- decide in advance which products should be shown  Consider the Trade Books- trade shows often run special magazines in conjunction with shows.

 Trade Show Participation Continued: ◦ Emphasize What’s New- new models, new features, new uses, new data. ◦ Consider Local Promotional Efforts- while at a trade show, meet with local editors, media, and even retailers of small stores and boutiques. ◦ Evaluate the Worth-Evaluate whether the whole process was worth it. Did you make any future sales or contacts?

 Spokespersons: ◦ Spokespeople representing an organization’s products has increased ◦ They shouldn’t hide the fact that they are spokespeople for a particular product ◦ They must be articulate. ◦ Fast On Their Feet ◦ Knowledgeable About the Subject or Product ◦ When these are met, the spokesperson serves as an integral marketing tool.

Cause Related Marketing- is public relations sponsorship tied to philanthropy. When the economy is bad, and advertising funds are low, organizations turn to sponsorship of arts, education, music, festivals, sports, and charities.

 In-kind refers to a service, product, or other consideration in exchange for publicity exposure. ◦ Providing services or products as prizes in exchange for being listed as a cosponsor. ◦ Providing services or products to a local business in exchange for having fliers inserted in shopping bags. ◦ Providing services or products to doctors’ offices, auto shops, and other areas in exchange for having brochures prominently displayed.

 Providing samples and gifts of products or services, along with sales literature.  Providing point-of-purchase displays, literature, events, demonstrations, and samples at the point where the customer does decides on purchasing.  Providing posters of the products or services at well-trafficked areas.

 Online Marketing- fastest growing category of advertising.  Television Brand Integration- more or less, product placement, since technology interferes with commercial time, advertisers are paying to integrate their products into TV programs and movies. ◦ Coca Cola  American Idol  Infomercials- we know about these, they remain strong because they work.

 Buzz Marketing- word of mouth, aimed toward influencers and trend setters to spread the word– used when trying to get a new product known. Word of mouth is one of the most honest and ethical modes of advertising.

 Song Placements in TV programs, movies, and commercials.  Sports Teams- not only sell arena names to the highest bidder, but also sports names.  U.S. airways puts their names on sick bags.  School buses even offer advertising opportunities.  Can even promote something on your own body.

 Integrated marketing is all about building the brand through cohesive public relations, publicity, advertising, marketing, and promotional sales strategies.  Third-party endorsement is key to integrated marketing.  Trade shows may be the most important aspect of traditional integrated marketing in fashion.  Television Brand Integration may be one of the best ways a fashion organization can include integrated marketing.

 Seitel, F.P. (2011). The Practice of Public Relations. Prentice Hall: Boston.