1. Chapter 18 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

2. Chapter Overview
The role of PR, sponsorships, and corporate advertising in relationship to marketing and IMC

3. Chapter Objectives Distinguish between advertising & public relations
Identify the tools public relations practitioners use
Discuss key elements of crisis communications
Explain how event sponsorships fit into an IMC plan
Describe the difference between press agentry & publicity
Define advocacy advertising & debate its role in a free society
Explain the role of corporate identity advertising

4. The Role of Public Relations
PR manages communication between stakeholders (publics) in order to:
Develop goodwill
Affect public opinion
Improve reputation

5. The Role of Public Relations
Fox tries to convince others to advertise on its station

6. PR vs. Public Relations Advertising PR
Ads delivered by purchased media
PR messages not openly sponsored
Perceived Bias
Ads placed for reach & frequency
PR picked up by external media
Precision & Results
Practitioner Goals & Orientation
Ad industry focuses on marketing communications
PR used to establish and maintain relationships

7. PR Activities Planning & Research Reputation Management
Public Affairs & Lobbying
Speech- writing
Crisis Communications
Publicity
Press Agentry
Community Involvement

8. PR Activities (continued)
Fundraising, membership
Publications
Corporate blogs
Special events
Annual reports
News releases & media kits
Leaflets, books, brochures
Posters, bulletin boards
Audiovisual materials
Speeches, position papers

9. Corporate Blog Checklist
Know the environment
Offer value
Determine your purpose
Ask if you have readers
Practice, practice, practice
Avoid hype & puffery
Share control
Monitor Wikipedia
Live up to the commitment
Make it part of IMC plan

10. The Public Relations Job
Rainforest Action Network fundraising ad

11. The Public Relations Job
News Releases
Multimedia
Press Kits
PR Tools
Posters & Exhibits
Photos
Printed Materials
Feature Articles

12. Press Release from Wal-Mart

13. Role of the Press Release
Protects against misquotes
Permanently records the information
Standardized format speeds the process
Format is easily reproduced and transferred
Ensures all recipients get the same message

14. Sponsorship & Events
Sponsorship: cash or in-kind payment for a commercial opportunity
Philanthropy: support of a cause without commercial incentive
Sponsorship Advantages
Sponsorship Drawbacks
Cost can be too high for a single sponsor
Cosponsored events can
be cluttered
Return-on-investment hard to gauge
Public approves of it
Stakeholders get involved
Target highly self-selective
Face-to-face interaction
Enhances public image
Can boost employee morale
Rapid conversion of fan loyalty into sales

15. Annual sponsorship spending in North America ($ in millions)
Types of Sponsorship
Annual sponsorship spending in North America ($ in millions)

16. Festivals, Fairs, and Annual Events
Types of Sponsorship
Sports Marketing
Entertainment
Festivals, Fairs, and Annual Events
Causes
Arts and Culture
Venue Marketing

17. Annual sponsorship spending in North America
Types of Sponsorship
Annual sponsorship spending in North America

18. Adidas sponsored Chinese Olympic athletes in 2008
Types of Sponsorship
Adidas sponsored Chinese Olympic athletes in 2008

19. Methods of Sponsorship
Companies can buy into an existing event
They can create a new event of their own
Good fit between sponsor and brand is most important

20. Measuring Sponsorship Results
IEG’s suggestions for measuring the value of events:
Establish clear objectives
Set measurable goals
Measure against a benchmark
Don’t change other variables during sponsorship
Incorporate evaluation tools
Establish a budget at the outset
Pre- & post-event Surveys
Media spending equivalency
Revenue tracking devices

21. Corporate Advertising
Goals of Corporate Communications
Improve Public Relations
Establish Corporate Identity
Recruit New Employees

22. Corporate Advertising
Hac Job uses corporate advertising to communicate its name and raise awareness of it’s services