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

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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