1. What’s Happening? Projects http://www.greenpeace.org/international/en/campaigns/climate- change/cool-it/ITs-carbon-footprint/Facebook/ http://www.greenpeace.org/international/en/campaigns/climate- change/cool-it/ITs-carbon-footprint/Facebook/ https://www.youtube.com/watch?v=S4lNgXQPyCg https://www.youtube.com/watch?v=VUYUvY6quE0

2. Public Relations and Sponsorship Programs Chapter 10

3. Public Relations To provide information to the public that reinforces a firms positioning and image. Can be used to change the public’s perception of a firm. This can be done internally or by an external firm.

4. Identify internal and external stakeholders Assess the corporate reputation Audit corporate social responsibility Create positive image-building activities Prevent or reduce image damage F I G U R E 1 3. 1 Public Relations Functions

5. Public Relations Tools Newsletters Media news releases - positive or negative Websites Special events – sometimes tied to a cause Annual reports

6. Approaches to Public Relations Altruistic activities e.g. internally geared approach Cause-related marketing e.g. externally geared approach - charities, non-profit associations, etc.

7. Cause-Related Marketing This approach has many benefits: Intangible elements – goodwill and top of mind Increased business Can create a favourable image of the business/firm Can change consumers perceptions of the firm e.g., Wal-Mart - sustainability consortium sustainability consortium

8. Cause-Related Marketing Consumer studies show that: 78% of consumers are more likely to purchase a brand associated with a cause they care about. 54% would be willing to pay more for a brand that is associated with a cause they care about – e.g. Fair trade coffee 66% would switch to support a particular cause 84% indicate that cause-related marketing creates a more positive image of a company. One issue with this approach is that a cause liked by one – disliked by another

9. YWCA Web site: http://www.ywca.orghttp://www.ywca.org Improve public schools (52%) Dropout prevention (34%) Scholarships (28%) Clean-up environment (27%) Community health education (25%) F I G U R E 10. 3 Causes Consumers Prefer

10. McDonald’s reminded the public of its support for the Olympics with a series of advertisements.

11. Green Marketing –a rallying cause? However consumers are not always willing to sacrifice: Price Quality Convenience Availability and Performance to become “Green”

12. o Discrimination o Harassment o Pollution o Misleading communications o Deceptive communications o Offensive communications o http://shine.yahoo.com/work- money/ford-apologizes-over-sexist- ads-using-cartoons-of-bound-and- gagged-women-142842233.html http://shine.yahoo.com/work- money/ford-apologizes-over-sexist- ads-using-cartoons-of-bound-and- gagged-women-142842233.html o Labour laws o Empowerment of employees. o Charitable contributions o Sponsoring local events o Selling environmentally safe products o Outplacement programs o Support community events o Combining cause-related marketing as primary strategy - Dove Image Destroying Activities Image Building Activities F I G U R E 1 0. 2 - edited Examples of Socially Responsible/Irresponsible Activities

13. Offensive Communications - Ford

15. o Proactive Strategies o Entitling – claim responsibility for positive outcomes o Enhancements – creating desirable outcome in public’s eye o Reactive Strategies o Internet interventions o Crisis management programs o Apology Strategy o Impression management techniques F I G U R E 1 0. 7 Damage-Control Strategies

16. Positive and Socially Responsible Marketing Identify areas where the firm can make a positive difference – http://www.starbucks.com/aboutus/csr.asphttp://www.starbucks.com/aboutus/csr.asp Make sure local/international media are aware. Inform and involve employees. Invest in advertising and public relations to highlight the firm’s efforts – more and more popular. To maximize positive impact:

17. Public Relations Strengths o Reaching Elusive Audiences o Image and Reputation Management o Credibility o Relatively Low Cost Weaknesses o Relative Loss of Control o Measurement Difficulties (Effectiveness)