1. Public Relations – PR

2. Integrated Marketing Communications (IMC)
Integrated Marketing Communications (IMC) is an approach to brand communications where the different modes work together to create an experience for the customer.
Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, personal selling, online communications and social media work together.

3. Three Pillars of IMC
Marketing: the process of researching, creating, refining, and promoting a product or service - and distributing that product or service to targeted consumers. 8

4. Three Pillars of IMC:
Advertising: the use of controlled media in an attempt to influence the actions of targeted publics. A paid form of communication. 7

5. Three Pillars of IMC
Public relations: the values-driven management of relationships between an organization and the publics that can affect its success. A non-paid form of communication. 9

6. What is “Public Relations?”
Term first used by US President Thomas Jefferson in address to Congress in 1807

7. A Definition of PR
“Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.”
– Edward Bernays, early PR theorist

8. A Definition of PR
PR involves a variety of programmes designed to promote or protect a company’s image or its individual products

9. Definitions of PR
‘the management of communication between an organization and its publics’ (Grunig & Hunt, Managing public relations,1984)
‘using communication to adapt relationships between organizations and their publics’ (Carl H. Botan “International public relations: Critique and reformulation” in Public Relations Review, Vol. 18, No. 2, 1992: )
‘historically, most PR has been weak propaganda’ (Kevin Moloney, Rethinking PR: The Spin and the Substance, 2000)

10. Purpose of PR: to generate support, to generate trust,
to enhance reputation,
to maximise material or other benefits
through generating a more conducive
social environment

11. Applications of PR Crisis management Reputation management
Investor relations and labour relations

12. Functions of PR Promoting goodwill
Promoting product, service, corporate image
Establish corporate communications
Lobbying
Counteracting negative publicity

13. Objectives of PR Management
Assist in the launch of products/company
Assist in repositioning a mature product
Building interest in a product category
Influencing specific target groups
Countering negative publicity
Building corporate image that rubs off onto its products

14. Advantages of PR Very credible and inexpensive
PR can hold down promotion costs

15. Disadvantages of PR Difficult to quantify PR benefits Lack of control
‘Smart’ management required

16. Doing Public Relations
Six main functions:
Writing and editing
Media relations
Special events
Research
Community and consumer relations
Government relations and lobbying

17. Uses of PR Customer complaints and redressal:
It is an opportunity to cement relations with the customer
Very important in the service and hospitality industry
2. Combating rumours / falsehoods:
Confront and disclose facts in leading media
Give the positive side of the story
Capitalise on rumour to your benefit
Rumour can be dismissed as ridiculous

18. How do PR people get their job done?
By cultivating relations with media and leveraging that when required,
By communication what is newsworthy and which media would be glad to carry,
Credibility of media as an unbiased reporter must be maintained. They have their own editorial policies where all such information is suitably edited before it goes on print.

19. Survey about PR Surveyed 1,705 PR professionals:
25% admit to lying on the job
39% say they had exaggerated the truth
44% are uncertain of the ethics of a task they are required to perform
60% say their work has been compromised by being told to lie.

20. PR vs. Advertising
Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement.

21. PR vs. Advertising (Cost)
Advertising is EXPENSIVE;
PR is essentially NO-COST

22. Example Non-profits—support of fund-raising and participation
Politicians—attract votes; raise money; support policies

23. Forms of PR
Press conferences Meetings

24. Main tool of PR The Press Release:
Written statement distributed to the media
Fundamental tool of public relations
Must be newsworthy
Used properly, extremely effective

25. Press Release Format
Who is sending the message / contact information
The words “For Immediate Release” and the date
A headline or title

26. Example Carefully selected key words
Choose words with proper connotation
Attractiveness
Proper headlines
Text links
Landing pages

27. Spin and “Spin Doctors”
Selectively presenting facts and quotes to support one’s position (“cherry picking”)
Non-denial denial
Phrasing in a way that assumes unproven truths
Euphemisms to disguise or promote one’s agenda
Ambiguity

28. Playing Up Weaknesses “Any publicity is good publicity”
Chicken of the Sea
“Is this chicken, what I have, or is this fish? I know it’s tuna, but it says, “Chicken by the Sea.”
Liquid Ice
“Is it really liquid, or is it ice?”

29. The only thing worse than being talked about is not being talked about at all.
The Public Relations Secret –
Think Like a Reporter!!!

30. Thank you. 1