1. PUBLIC RELATIONS Proactive PR (firm initiates the PR effort)
Reactive PR (firm reacts to a crisis)
Public Relations 1 1 1 1

2. TYPES OF PR AND THE USE OF MEDIA
MEDIA EXPOSURE
Controllable
Uncontrollable
(publicity)
Event Sponsorship
Public Service Announcements (PSA)
Cause related
marketing (CRM)
PPR
RPR
Public Relations 10 2 2

3. Similarities and Differences Between Event Sponsorship, PSA’s and CRM’s
Sponsoring an event Reliance on advertising
-PSA’s: focus on issue of concern to the
society (e.g., drug abuse)
-CRM’s: contribution to a cause
Good for MEMORY obj. Often not good for the MEMORY obj.
(by careful selection of (brand often cannot be featured in ad)
the event)
Short-lived Can last for a longer period of time
CRM’s work because consumers are
buying “moral satisfaction”
Public Relations 3

4. TYPES OF PR AND THE USE OF MEDIA
MEDIA EXPOSURE
Controllable
Uncontrollable
(publicity)
Event Sponsorship
Public Service Announcements (PSA)
Cause related
marketing (CRM)
“Good News”
tickle me Elmo
JD Power Ratings
PPR
RPR
Public Relations 10 2 2

5. PPR & Uncontrollable Media Exposure: “Good News”
PROACTIVE PR (Cont.)
PPR & Uncontrollable Media Exposure: “Good News”
Low cost compared to using controllable media
But no guarantee of media exposure. Decision made by journalists, editors, producers, etc
Capitalizing on credibility of the news media
Good for awareness, memory, and attitudes
Ways of influencing the uncontrollable media
Having something newsworthy
Making the task of gathering the news easy for the news media
Public Relations 10 2 2

6. TYPES OF PR AND THE USE OF MEDIA
MEDIA EXPOSURE
Controllable
Uncontrollable
(publicity)
Event Sponsorship
Public Service Announcements (PSA)
Cause related
marketing (CRM)
“Good News”
tickle me Elmo
JD Power Ratings
PPR
“Bad News”
Crisis management
(Pepsi, Tylenol, Poultry)
RPR
Public Relations 10 2 2

7. STRATEGIES FOR HANDLING A CRISIS
Head-on strategy:
Accepting blame and publicizing remedial measures
Denying blame, attacking the source of the “news”
Blaming the consumer.
Deflection strategy:
Shift consumer’s focus. Effective strategy in politics
Public Relations 10 2 2

8. TYPES OF PR AND THE USE OF MEDIA
MEDIA EXPOSURE
Controllable
Uncontrollable
(publicity)
Event Sponsorship
Public Service Announcements (PSA)
Cause related
marketing (CRM)
“Good News”
tickle me Elmo
JD Power Ratings
PPR
Reassurance
advertising (often
after a crisis has
been successfully
managed)
“Bad News”
Crisis management
(Pepsi, Tylenol, poultry)
RPR
Public Relations 10 2 2