1. Marketing Public Relations and Sponsorship Marketing20

2. Audiences for Public Relations?2

3. Marketing Public Relations
Marketing Public Relations (MPR)
Marketing-oriented aspect of public relations that is an organizational activity involved with fostering goodwill between a company and its consumers 3

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

5. Widely used forms of publicity in MPR
Proactive MPR
Proactive MPR
Widely used forms of publicity in MPR
Product releases
Executive-statement
Feature articles 5

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
Executive-
statement
Feature articles 6

7. Proactive MPR Product releases Executive- statement Feature articles
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
Executive-
statement
Feature articles 7

8. Proactive MPR Product releases Executive- statement Feature articles
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 8

9. Reactive MPR
Negative publicity
cases
Examples ??? 9

10. Great example of Reactive MPR (a brand manager’s nightmare?):

11. Reactive MPR Negative publicity cases
Product tampering cases -Tylenol and Sudafed
The Perrier case
The Pepsi Hoax
Rumors 11

12. Reactive MPR Johnson & Johnson’s efforts to retain customers using12

13. Reactive MPR Negative publicity cases
Product tampering cases -Tylenol and Sudafed
The Perrier case
The Pepsi Hoax
Rumors 13

14. Reactive MPR 14

15. Reactive MPR Exercise You are owner of a campus restaurant
Negative publicity
case
You are owner of a campus restaurant
Rumor: Rat found in your food
How do you handle this??? 15

16. Sponsorship Marketing
Event sponsorships
Cause-related marketing 16

17. 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 a brand’s equity
Enables marketers to target their efforts to geographic regions and/or to lifestyle groups 17

18. Event Sponsorships
Event Sponsorship 18

19. Event Sponsorships McDonald’s
List sponsorship options that offer the opportunity to build McDonald’s image as fitting into a healthy lifestyle. 19

20. Sponsoring Events and Causes
John Hancock
Hill Holliday

21. Event Sponsorships
Denny’s Sponsorship
Harlem Globetrotters
WHY?? 21

22. Selecting Sponsorship Event
Consistent with brand image?
Reach the desired target market?
Has competition ever sponsored the event?
Is the event cluttered?
Compliment your existing sponsorships and fit other marcom programs?
Economically viable? 22

23. Event Sponsorships
Ambushing Events 23

24. Cause-Related Marketing (CRM)24

25. Event Related Promotion25

26. 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 26

27. Cause-Related Marketing
illustration

28. Cause-Related Marketing
CRM 28