1. Part 5 Principles: IMC and Total Communication Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 15-1

2.  What is public relations?  What are different types of public relations programs?  What key decisions do public relations practitioners make when they create plans?  What are the most common types of public relations tools?  Why is measuring the results of public relations efforts important, and how should that be done? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-2

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4.  Public relations is a communication discipline covering a wide range of functions that help an organization connect with the people it touches.  These functions include: Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-4 Internal relations Publicity Advertising Press agentry Public affairs Issues management Investor relations Development Public relations is used to generate goodwill for an organization.

5. One useful definition: “Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.” Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-5

6.  Public relations focuses on all the relationships an organization has with various publics.  Publics are all the groups of people with which an organization interacts: employees, members, local communities, shareholders, customers other institutions.  Stakeholders: people who have a stake in a company or organization. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-6

7.  Public relations is practiced by a range of organizations.  Public relations is a dynamic, global profession.  To learn more, visit the Public Relations Society of America (PRSA) at: www.prsa.org www.prsa.org Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-7

8.  Public opinion refers to what people think; their beliefs based on perceptions or evaluations of events, people, institutions, or products.  Public relations strategists want to know: ◦ What publics are important to us now and in the future? ◦ What do these publics think?  Opinion leaders: important people who influence the opinions of others. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-8

9.  Public goodwill is a company’s greatest asset; it is the job of public relations to create it.  “If you tell the truth, you don’t have to remember anything.”  Integrity is not just about having a positive image, it’s a result of a company’s actual behavior.  Public relations is the conscience of the company, with the objective of creating trust and maintaining the organization’s integrity. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-9

10. Public relations takes a longer, broader view of the importance of image and reputation as a corporate competitive asset and addresses more target audiences than advertising. Media use  Public relations seeks to persuade media gatekeepers to “cover” their companies.  Gatekeepers are writers, editors, producers, talk- show coordinators, and newscasters.  This aspect of public relations is called publicity. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-10

11. Control  With news stories, public relations strategists are at the mercy of the media gatekeeper.  There is no guarantee that your story will run. The story may be rewritten or reorganized.  In contrast, advertising runs exactly as the client who paid for it has approved, and as scheduled. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-11

12. Credibility  The public tends to trust the media more than they do advertisers.  Consumers assume a story is legitimate if it appears in the media. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-12

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14.  Here are the specialty areas focusing on relationships with key publics:  Media relations ◦ Focuses on developing media contacts. ◦ One must know who in the media might be interested in the organization’s story. ◦ Relationships must be built on honesty, accuracy, and professionalism. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-14

15. Employee relations  Programs that communicate information to employees.  Related program is called internal marketing.  Communication efforts aimed at informing employees about marketing programs. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-15

16. Financial relations  Communications aimed at the financial community.  These could include: ◦ Press releases to business publications ◦ Meetings with investors ◦ Annual reports Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-16

17. Public affairs  Communication with government and the public on issues related to government and regulation.  Lobbying to get legislators to support a bill.  Issues management : monitoring, communicating to and with public. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-17

18. Fund-raising  The practice of raising money by collecting donations.  Used by nonprofits: museums, hospitals, Red Cross, and others; directed at potential donors.  This is sometimes called development or strategic philanthropy. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-18 Students in Boston University’s student-run agency, Adlab, created an online video aimed at recruiting students to BU’s ROTC program.

19. Cause marketing  Here, companies associate themselves with a cause, providing assistance and financial support.  For examples, review: ◦ “The Ultimate Road Trip” story in this chapter. ◦ “Häägen-Dazs Loves Honeybees” in Chapter 3. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-19

20. Corporate reputation management  Corporate relations focuses on an organization’s image and reputation.  The overriding goal of reputation management is to strengthen stakeholder trust.  Corporate image is a fragile commodity. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-20

21. Crisis management  Anticipating and planning for disasters from a media perspective and with stakeholders.  Consider these now-famous public relations crises: ◦ The Tylenol poisonings ◦ The Toyota recall ◦ Tiger Woods ◦ The BP Deepwater Horizon oil spill  Preparing for a crisis helps organizations weather the storm. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-21

22. Public communication campaigns  These are intended to change public opinion and discourage harmful behaviors  Recall the “Truth” campaign to discourage smoking. To learn how public communication campaigns operate on a global level, see: “A Matter of Principle: Can Advertising Help the U.S. Government Sell Ideas and Attract Tourists?” Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-22

23. Marketing public relations  One of the fastest growing areas of public relations.  The planning and delivery of programs to drive sales and build customer satisfaction by communicating to address consumer wants and needs. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-23

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25.  A communications audit assesses the internal and external environment.  Benchmarking identifies a baseline from a previous audit, or a competitor.  Gap analysis measures differences in perceptions between publics, or between a public and the organization. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-25

26.  Public relations practitioners categorize publics so they can develop effective plans to address issues.  Three types of publics: 1.Latent publics are unaware of their connection to an organization an associated problem. 2.Aware publics recognize their connection with a problem but don’t communicate about it. 3.Active publics communicate and act on a problem. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-26

27. Strengths, Weaknesses, Opportunities, Threats  A SWOT analysis helps companies understand the nature of the problem so they can target the right publics to address it.  A SWOT analysis may cover a variety of issues: ◦ Changes in public opinion ◦ Industry and consumer trends ◦ Economic trends ◦ Government regulations and oversight programs ◦ The effect of corporate strategies on stakeholders Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-27

28.  Research identifies appropriate target audiences.  From “The Ultimate Road Trip” in this chapter: ◦ When Hampton Hotels asked Americans their opinions, they found that 9 out of 10 people believed that roadside landmarks should be saved. ◦ 83% believed that corporations should share the responsibility. ◦ Research provided a key insight: creating the “Save-A- Landmark” campaign was a natural connection between consumers and the innkeeper. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-28

29.  Public relations objectives are to change the public’s knowledge, attitudes, and behaviors related to a company, brand or organization.  Typical public relations objectives focus on: ◦ Creating credibility ◦ Delivering information ◦ Building positive images, trust, and corporate goodwill  Before changing behavior, a communication program may need to change beliefs, attitudes, and feelings. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-29

30.  Change agent strategies can be internal, focused on employees, or external and focused on other publics such as customers or other stakeholders.  Involvement strategies: used to intensify stakeholder involvement with a company or brand.  Involvement can create interest and excitement, and more importantly, drive loyalty. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-30

31.  Creative ideas are just as important in public relations as in advertising.  A Nevada conservation program used a 50-year- old tortoise as a mascot to promote desert ecology.  TBS’s Cartoon Network used electronically lit cartoon characters on buildings and bridges to promote their show “Aqua Teen Hunger Force,” causing bomb scares in Boston.  The stunt cost TBS $2 million and the network head resigned. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-31

32. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-32 Mojave Max is a desert tortoise used as a mascot for a desert conservation program in Nevada.

33.  In integrated programs, advertising and public relations aim at selected targets with different but complementary messages.  Public relations uses a variety of marketing communication tools, just as advertising does.  Public relations and advertising need to merge, or at least find common ground, as the media fragments and consumers gain more control of their time and media habits. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-33

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35.  Controlled media: the sponsoring organization pays for media and controls how and when the message is delivered.  Uncontrolled media: the sponsoring organization doesn’t pay for media; the media controls how and when the message is delivered.  Semicontrolled media: includes electronic media over which companies maintain some, but not all control; examples include outside websites, blogs, and chat rooms. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-35

36.  House ads: used in a company’s own publication or programs for self-promotion.  Public service announcements run free on TV, radio, or print for a charities or civic organizations. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-36 This public service ad was designed to reassure Chicagoans that their donated food and money was well spent.

37.  Corporate advertising is focused on the corporate image or viewpoint.  Corporate identity advertising is used to enhance or maintain their reputation among specific audiences.  Advocacy advertising is intended to deliver various point-of-view messages. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-37

38.  News releases ◦ Deliver public relations messages to external media. ◦ They should answer the five “Ws and the H.” ◦ For an example, see the Weber Shandwick news release in Chapter 15 of your text.  Video news releases (VNRs) ◦ Contain video footage for a television newscast.  Pitch letters ◦ An engaging letter about a feature story idea sent to editors who have to be “sold.” ◦ They usually stress a human interest angle. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-38

39.  Press conferences ◦ An event at which a spokesperson makes a statement to the media. ◦ A media kit may be sent ahead of time.  Media tours ◦ A “press conference on wheels.” ◦ A spokesperson makes speeches and announcements, holds press conferences, and offers interviews. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-39

40.  Pamphlets  Booklets  Annual reports  Collateral material  Books  Bulletins  Newsletters  Inserts and enclosures  Position papers Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-40 This Health Profile brochure is an example of collateral material.

41. DVD, podcasts, books and online video  These are now major public relations tools.  Books can be published simply with electronic publishing.  Videos are expensive but are ideal for distributing in-depth information.  YouTube is being used for corporate messages. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-41

42.  Speakers and photos ◦ A speakers’ bureau is a group of articulate people who will talk about topics at the public’s request. ◦ Public relations departments maintain up-to-date file photos to provide to the public.  Displays and exhibits ◦ Displays include booths, racks and holders for promotional literature, and signage. ◦ Exhibits are larger than displays and may have moving parts, sound, or video. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-42

43. Special events and tours  Special events celebrate company milestones: ◦ Open houses ◦ Birthday celebrations ◦ Corporate sponsorship of events  Tours and trips by delegates and representatives ◦ The “truth” youth smoking-prevention campaign tour reaches 500,000 teens annually with information about the harmful effects of smoking. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-43

44.  Intranets connect people within an organization.  Extranets connect people in one business with its business partners. External communication ◦ Includes websites, email contact with reports, press releases distributed by email, or PR Newswire. ◦ To see how a corporate website can be interactive, go to: www.hamptonlandmarks.com www.hamptonlandmarks.com ◦ Here, Hampton Hotels involved the public by letting people learn about the landmark project and vote directly on which ones should be refurbished. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-44

45.  Internal communication ◦ Tools such as Intranets and e-mail connect people in separate sites and are inexpensive. ◦ However, they can be used in court against a company.  Web challenges ◦ Search optimization is a major issue. ◦ Anyone can post anything about your company; rumors can spread around the world in hours. ◦ However, companies can monitor what’s being said about them. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-45

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47. To help your message break through media clutter:  Wrap your story around a bigger idea.  Keep it short and personal.  Pay attention to Web basics.  Host events.  Publish a newsletter. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-47

48.  Evaluation is based on measurable objectives established in planning.  It is difficult to measure how public relations impacts the bottom line.  Rapid changes in the media environment further complicate measurement metrics.  Practitioners evaluate process (what goes out) and outcome (media use, effect on the target audience). Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-48

49. (Figure 15.2 visual here) This variation of the Facets of Effects model shows that even in public relations, the media and messages must work together to deliver communications objectives. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-49

50. In Chapter 16, we will look at a variety of direct-response practices. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-50

51. “Milestones for Hampton’s Landmark Campaign”  Hampton’s “Save-a-Landmark” campaign created awareness, which increased hotel revenue and generated goodwill.  Hampton Hotels earned its good reputation in part by becoming a civic-minded industry.  Media took notice of these good works, and covered the campaign extensively. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-51

52. “Milestones for Hampton’s Landmark Campaign” Key lessons:  Goodwill is invaluable, but companies can’t thrive on goodwill alone. They must also be profitable.  Campaigns such as this can help strengthen relationships with key publics, leading to greater sales.  As a class: What others can you think of? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall15-52