Public Relations Advertising Principles and Practices

GE Goes Green with Ecomagination \ GE is committed to being on the cutting edge of cleaner power and environmental technology. GE’s investing $1.5 billion by 2010 in R&D for green technologies plus running a campaign to encourage their publics to go green. Won a 2006 Silver Effie; 49% of those surveyed liked the dancing elephant commercial “a lot.” 17-2Prentice Hall, © 2009

17-3 What is public relations? Used to generate goodwill for an organization. Focuses on relationships with an organization’s publics. Publics/stakeholders—all the groups of people with which an organization interacts— employees, members, local communities, shareholders, customers other institutions. Publicity—getting news media coverage PR is a managerial function and a tactical function.

Prentice Hall, © Who practices public relations? Companies Governments Nonprofit organizations Travel/tourism industry Labor unions School systems Politicians Organized sports Agencies (for clients) and in-house departments

Prentice Hall, © PRSA Code of Ethical Practice As a member of the Public Relations Society of America: I base my professional principles on the value and dignity of the individual, holding that the free exercise of human rights, especially freedom of speech, freedom of assembly, and freedom of the press, is essential to the practice of public relations. In serving the interests of clients and employers, I dedicate myself to the goals of better communication, understanding, and cooperation among the diverse individuals, groups, and institutions of society, and of equal opportunity of employment in the public relations profession. www. prsa.org

Prentice Hall, © Comparing PR and Advertising Media use Control Credibility Seek to persuade media gatekeepers to carry stories about or “cover” their companies. Gatekeepers are writers, editors, producers, talk-show coordinators, and newscasters. This aspect of PR is called publicity.

Prentice Hall, © Comparing PR and Advertising Media use Control Credibility With news stories, PR people are at the mercy of the media gatekeeper. They don’t have to run your story. Advertising runs exactly as the client who paid for it has approved.

Prentice Hall, © Comparing PR and Advertising Media use Control Credibility Public tends to trust the media more than they do advertisers. Consumers assume a story is legitimate if it appears in the media; this is an implied third-party endorsement.

Prentice Hall, © Types of PR Programs

Prentice Hall, © Types of PR Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Focus on developing media contacts Knowing who in the media might be interested in the organization’s story Relationships must be built on honesty, accuracy, and professionalism

Prentice Hall, © Types of PR Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Programs that communicate information to employees Related program is internal marketing –Communication efforts aimed at informing employees about marketing programs

Prentice Hall, © Types of PR Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Communications aimed at financial community Press releases to business magazines, meetings with investors, annual (financial) reports

Prentice Hall, © Types of PR Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Communication with government and with the public on issues related to government and regulation –Lobbying to get legislators to support a bill –Issue management (monitor and communicate to and with public)

Prentice Hall, © Types of PR Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing The practice of raising money by collecting donations Used by nonprofits: museums, hospitals, Red Cross, etc. and directed at potential donors Sometimes called development

Prentice Hall, © Types of PR Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Companies associate themselves with a cause, providing assistance and financial support Whirlpool and Habitat for Humanity

Prentice Hall, © Public Relations Planning Research –Communications audit –Benchmarking –Gap analysis –Latent publics –Aware publics –Active publics SWOT Analysis Targeting Objectives and Strategies The Big Idea PR’s Role in Integrated Communications

Prentice Hall, © Typical Public Relations Objectives Creating a corporate brand Shaping or redefining a corporate reputation Positioning or repositioning a company or brand Moving a brand to a new market or a global market Launching a new product or brand Disseminating news about a brand, company, or organization Providing product or brand information Changing stakeholder attitudes, opinions, or behaviors about a brand or company Creating stronger brand relationships with key stakeholders, such as employees, shareholders and the financial community, government, members (for associations), and the media Creating high levels of customer (member) satisfaction Creating excitement in the marketplace Creating buzz (word of mouth) Involving people with the brand, company, or organization through events and other participatory activities Associating brands and companies with good causes

Prentice Hall, © Controlled Media (company controls the use and placement) House ads Public service ads Corporate, institutional, advocacy advertising Publications: brochures, flyers, magazines, newsletters Annual reports Speakers Photographs Films, videos, CD-ROMs Displays, exhibits Staged events Books Table 17.1Public Relations Tools Uncontrolled Media (media control the use and placement) The news release (print, audio, video, , faxes Features (pitch features) Fillers, historical pieces, profiles The press conference and media advisory (media kits, fact sheets, background info) Media tours Bylined articles, op/ed pieces, letters to the editor Talk and interview shows Public service announcements Semicontrolled Media (some aspects are controlled or initiated by the company, but other aspects aren’t) Electronic communication (Web sites, chat rooms) Special events and sponsorships Word of mouth (buzz) Weblogs (blogs)

Media Assessment of News Values Editor’s decide to use news releases based on news value. News value is based on timeliness (something just happened or is about to happen), proximity (a local angle), impact (importance or significance), or human interest Prentice Hall, © 2009

17-20 Public Relations Tools Advertising Publicity Publications DVDs, CDs, Podcasts, Books and Online Video Speakers and Photos Displays and Exhibits Special Events and Tours Online Communication

Prentice Hall, © Effectiveness and PR Excellence Evaluation is based on measurable objectives established in planning. Difficult to measure the effect on the bottom line In PR, the media and messages must work together to meet objectives. Practitioners track the impact of a campaign: –Output (how many mentions) –Outcome (change in attitude or behavior).

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