PR in IMC Campaigns  Building relationships  Objectives (K, A, B):  Get people aware/to know about something  Create positive attitudes  Do something.

Slides:



Advertisements
Similar presentations
Building a Marketing/ Communications Plan that Works 2011 MCAN Conference April 13, 2011 Elyse Walter Michigan Community Service Commission.
Advertisements

Telling Your Story Through the Media
Presented by Amanda Groover Oct. 16 th, MBA- Marketing from Ashford University BBA- Management from University of North GA Previous Work Experience:
Adding Marketing and Public Relations to the Mix to Leverage Your Success Lynott & Associates PR.
Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Public Relations Part 5: Integration and Evaluation Chapter.
Communicating NTEU’s Legislative Agenda How to Reach Your Members.
Why Dealers Who Neglect Social Media Are Leaving Money on the Table JOE MATTHEWS Joe Matthews | Tagkast | CEO and Co-Founder |
Marketing in Uncertain Economic Climates  Effective Budgeting  Maximization of Your Marketing Dollar  Creating Effective Campaigns  Increasing Revenues.
 Different modes work together to create a seamless experience and are presented with a similar tone and style that reinforces the brand’s core message.
Communitech.ca Public Relations for Startups: Using PR to Grow your Business Chris Plunkett Director of External Relations Communitech.
Integrated Marketing Communications
Principles of Marketing
Promotional Communications Chapter 9. Advertising Any paid form of non-personal promotion. Place-based - ads that appear where the buying takes place.
Principles of Marketing
Public Relations and Advertising
Internet Strategies MKTG 340 Maureen O’Connor. Interactive Strategies consist of… 1. Commerce on the web – The activities involved with offering and selling.
Public Relations. Public Relations and Advertising Both are managed communications PR takes a longer term perspective PR focuses on corporate image as.
Live Performances and Events Chapter 11. Touring Productions Revenue-generator for low-profit shows Selling off - secure dates with local promoters Four.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Media relations, budgeting & publics Media relations will have the biggest impact on the success or failure of your public relations program. Despite advances.
Discuss types of interactive public-relations activities (e.g., press conferences, speaking engagements, special events, sponsorships, blogs, web forums,
©2005 Pearson Education Canada Inc.10-1 Chapter 10 Event Marketing and Sponsorships.
1 Taco Bell Fresh, Fast, & Friendly Prestige Worldwide Consulting Group 12/7/2011.
Adriana Iordan Web Marketing Manager / Avangate Social Networking Media How the software authors should use it?
Communication: The Tactics of Public Relations Chapter 9 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected.
A presentation of chap 15 by EhN i t ’s good and good for you Chapter Fifteen Advertising and Public Relations.
Buy Local. A Community Partnership Program. What is Buy Local? Wicked Local has launched a grass rots community partnership program called Buy Local.
Tesla Motors Toronto Debut.
Public Relations and Publicity Ogden - Chapter 8.
Print Direct Mail Newsletters, Brochures & Posters Newspapers & Magazines Press Releases Annual Reports Organization Profile Television & Radio Local.
7-1 Developing Market Strategies I don’t like the chapter I don’t like the chapter Let’s do something different Let’s do something different Chapter 7.
1 – Confidential – Dr. Oz Mobile site will be available through carriers’ platforms and the Mobile Web (WAP) and will include: –Entire shows and shorter.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Power Of A Press Release
Marketing and Promotions For Special Events Presented to: 2007 Parks and Recreation Ontario Educational Forum and Trade Show Presented by: susan sommers.
1 Chapter 10 Event Marketing and Sponsorships. 2 Event Marketing Integrating a variety of communications elements behind an event theme. Event Sponsorship.
Get the Word Out! Marketing and Public Relations Strategies for the Academic Library.
Using LinkedIn to Build Business Presented by: Mandy Boyle SEO Manager.
What’s Happening? The Go Jo! What type of appeal (s) is used in this.
10-1 Chapter Fourteen Communicating Customer Value: Integrated Marketing Communic ations Strategy.
14 -1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Fourteen Communicating Customer Value:
WBFI Research Foundation Annual Board Meeting Naples Fl. November 11, 2011 Ira Kaufman PhD Entwine Digital.
Public Relations What is Public Relations?
Marketing Your Product
Developing a Social Media Process for your Business Alyn Stafford 1 Monitor and Listen Explore and listen to what others.
Public Relations and Marketing Copyright © Allyn & Bacon 2003 Chapter 13 Public Relations: A Values-Driven Approach This multimedia product and its contents.
Business to Business SBM 338 Lanny Wilke. Boring? Different. Using someone else’s money. More factual, less emotional. Emphasizes immediate response.
Principles of Marketing
Cool Your World with ENERGY STAR PR Outreach Plan April 2006.
1 Chapter 9 Public Relations. 2 Public Relations Planning Background Situation Analysis Background Situation Analysis PR Plan Objectives Strategies Execution.
CHAPTER 11 Integrated Marketing Communications:
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Public Relations And Brand Publicity.
Defining Social Media Social Media Marketing Communications Digital Marketing Characteristics Types of Internet Advertising Mobile Marketing Social Behavior.
Promoting an Academy to the Media, Parents, Students and Others.
Tutor2u ™ GCSE Business Studies Revision Presentations 2004 Public Relations.
GETTING STARTED Public Relations. Public Relations Message Other than just selling the product they also do beneficial work for the public e.g.  Pharmaceutical.
Promotional tools and techniques  Programmers and event planners have a variety of tools and techniques available to communicate effectively with their.
Building a Campaign with Online and Visual Media.
Social Media Marketing. SOCIAL MEDIA MARKETING DEFINITION It encourages customer communications on a company’s own site,social presence such as twitter,
Communicating Customer Value: Integrated Marketing Communications Strategy Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Chapter Ten: Public Relations Tactics This multimedia product and its contents are protected.
Luca Sesti, Kasey Plotkin, Ali Lewis, Jordan Kowalski & Katie Pecorelli May 5, 2015.
Introduction Before the internet became an integral part of our lives, advertising a business was done mainly on outdoor billboards, posters, tv ads and.
14 -1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Fourteen Communicating Customer Value:
Brainstorm all areas where education could be helpful for your users (i.e. product promotion) and include links. Create link to program that is highly.
14 -1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Fourteen Communicating Customer Value:
Advertising & Public Relations 12 Principles of Marketing Personal Selling & Sales Promotion.
AMANDA CHRISTIE SOCIAL MEDIA July 2010.
Co-Creating Global Sharing Day
Why do We Need a Marketing Plan?
Presentation transcript:

PR in IMC Campaigns  Building relationships  Objectives (K, A, B):  Get people aware/to know about something  Create positive attitudes  Do something (behavior) that will contribute to company goals

How? z Media Relations  Publicity  Credibility zInteractivity w/ target audiences  Special events (e.g. trade shows, concerts...)  “Buzz” / viral  Consumer Generated Media (CGM) (e.g. YouTube)  Social networking (e.g. Facebook)

Media Relations z B2B (business to business)  Trade / industry / specialized media z B2C (business to consumer)  Mainstream  Print, broadcast, Web (e.g. CMT.org) zID through  media directories  e.g. Bacon’s, Burrelle’s, Vocus, SRDS...  Google, Yahoo, newstands...

Media relations z Make it easy for media  What’s the “hook” in news or feature release or pitch?  TIPCUP (Timely info, has Impact on people, involves someone Prominent, involves Conflict, is Unusual/Unique, involves Proximity/local action)  What’s the background / context?  Media kit  Backgrounder  Bio  Photos/graphics /logo  Fact sheet  Timeline

Interactivity z Special events (e.g. CD launch party)  Good for publicity and relationships  Pre-event publicity (controlled & uncontrolled media)  Media alerts / releases  Chalk / posters / fliers  Social networking / Facebook  Web  Post-event publicity  PNRs  Web site (photos, blog, podcast)

Need a special event plan zObjectives z Key message points z SWAG / promotional giveaways z Celebrity? z Capture names / interest of participants for future correspondence z Consider CSR (corporate social responsibility)/ outreach

Other ways to involve... z Contests z Give Value  Web downloads  Newsletter / / text alerts

PR IMC examples z Starkist Tuna  declining sales  brought back Charlie  Used nostalgia  Gained lots of media publicity  News  Special events (lunch giveaways)  Outreach to Jewish community (giveaways) z Potato Board campaign (see handout)

Other Communication Strategies z Consistent Theme / Brand z Use emotional & logical appeals z Incorporate homophily (similarity w/ audience) z Positive messages that are  meaningful  memorable  understandable  believable  testimonials  endorsement / partnerships