Public Relations Part 5: Integration and Evaluation Chapter 17

Chapter Outline I.Chapter Key Points II.The Practice of Public Relations III.Public Relations Planning IV.Public Relations Tools V.Effectiveness and PR Excellence

Key Points Explain what PR 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

The Practice of Public Relations Used to generate goodwill for an organization Helps an organization and its publics relate to each other

Comparing Public Relations and Advertising Media use Control Credibility Public relations people seek to persuade media gatekeepers to carry stories about their companies This aspect of PR is called publicity

Comparing Public Relations and Advertising Media use Control Credibility In the case of news stories, public relations people are at the mercy of the media gatekeeper Advertising runs exactly as the client who paid for it has approved

Comparing Public Relations and Advertising Media use Control Credibility The public tends to trust the media more than they do advertisers Implied third-party endorsement

Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Focuses on developing media contacts Knowing who in the media might be interested in the organization’s story

Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Programs that communicate information to employees Internal marketing –Communication efforts aimed at informing employees about marketing programs

Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing All communication efforts aimed at the financial community

Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Corporate communication programs with government and with the public on issues related to government and regulation –Lobbying –Issue management

Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing The practice of raising money by collecting donations

Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing When companies associate themselves with a cause, providing assistance and financial support

Public Relations Planning Research and SWOT analysis Targeting Objectives and strategies The Big Idea PR’s Role in IMC

Public Relations Tools Controlled media Uncontrolled media Semicontrolled Advertising House ads Public service announcements Corporate advertising

Public Relations Tools Publicity News releases Pitch letters Press conferences Media tours Publications Pamphlets Booklets Annual reports Books Bulletins Newsletters Inserts and enclosures Position papers

Public Relations Tools Videos/DVDs, CDs, Books Ideal tools for distributing in-depth information Speakers and Photos Speaker’s bureau –A group of articulate people who will talk about topics at the public’s request PR departments maintain file of photos to provide to the public

Public Relations Tools Displays and Exhibits Booths Racks and holders for promotional literature Signage Special Events/Tours Celebrate company milestones –Open houses –Birthday celebrations –Corporate sponsorship of events

Public Relations Tools Online Communication Intranet –Connects people within an organization Extranet –Connects people in one business with its business partners External communication Internal communication Web challenges

Effectiveness and PR Excellence Evaluation is based on setting measurable objectives in the beginning Practitioners track the impact of a campaign in terms of output and outcome Factors of Excellent PR 14 factors of excellent PR grouped into four categories –Program level –Departmental level –Organizational level –Effects of excellent PR