1. Marketing-Oriented Public Relations and Sponsorships

2. Marketing Public Relations (MPR)
Marketing-oriented aspect of Public
Relations that is an organizational activity
involved with fostering goodwill between a
company and its various publics.

4. Marketing Public Relations
Proactive MPR
Reactive MPR
The conduct of public relations in response to outside influences
Attempt to repair company’s reputation, prevent market erosion, and regain lost sales
Dictated by a company’s marketing objectives
Offensively oriented and opportunity seeking

5. Widely used forms of publicity in MPR
Proactive MPR
Proactive MPR
Widely used forms of publicity in MPR
Product introductions or product revisions
Credibility accounts for the effectiveness
Publicity is the major tool
Product releases
Executive-statement
Feature articles

6. Proactive MPR Product Releases Executive Statement Feature Articles
Announce new products
Provide relevant information, features and benefit
Audiovisual product releases (video news releases, or VNRs) gained wide usage
*****
News releases quoting CEOs and other corporate executives
May address a wide variety of issues
Published in the news section
Carry a significant degree of credibility
Detailed descriptions of products or other newsworthy programs
Written by a PR firm for immediate publications or airing
Inexpensive to prepare
Executive
Statement
Feature
Articles

7. Reactive MPR Often product defects and failures are the factors
Negative publicity
cases
Often product defects and failures are the factors
Quick and positive responses are imperative
Product tampering cases -Tylenol and Sudafed
The Perrier case
The Pepsi Hoax
Coke in Europe

8. Reactive MPR Negative publicity cases Coke and Pepsi In India
Corporate Response and Crisis Management

9. Rumors and Urban Legends

10. Sponsorship Marketing
Involve investments in events or
causes for the purpose of achieving
various corporate objective
Event sponsorships
Cause-oriented sponsorships

11. Why Growth in Sponsorships
Avoid the clutter inherent in advertising media
Help companies respond to consumers’ changing media habits
Help companies gain the approval of various constituencies
Can enhance brand equity
Enables marketers to target their efforts to geographic regions and/or to lifestyle groups

12. Event Sponsorships A form of brand promotion that ties a
brand to a meaningful athletic,
entertainment, cultural, social, or other
type of high-interest public activity

13. e.g. Costs

14. Selecting Sponsorship Events
Consistent with brand image?
Reach the desired target market?
Has competition ever sponsored the event?
Is the event cluttered?
Compliment existing sponsorships?
Economically viable?

15. Creating Customized Events
Developing its own events rather than sponsoring existing events
Provides a brand total control over the event
Can be more effective but less costly

16. Cause-Related Marketing (CRM)
Based on the idea that a company will
contribute to a cause every time the
customer undertakes some action

18. Benefits of CRM Enhance corporate or brand image
Thwart negative publicity
Generate incremental sales
Increase brand awareness
Broaden customer base
Reach new market segments
Increase sales at retail level

19. Fit
It is important to fit the brand to a cause that is naturally related to its benefits, image and attributes
Accountability
Brand marketers are obligated to show their CRM efforts yield sufficient returns on investment or achieve other non-financial objectives.