1. Public Relations, Publicity, and Corporate Advertising
Chapter 17
Public Relations, Publicity, and Corporate Advertising

2. The Role of Public Relations
To manage relationship with the public
General
Public
Employees
Customers
CLIENT
Suppliers
Stockholders

3. Public Relations Management Process
Determination and evaluation of public
Identification of policies and procedures
Development and execution of the program

4. Four Classes of Marketing and Public Relations
Strong
Weak
Example:
Small social service agencies
Example:
Hospitals, colleges and universities
Example:
Small manufacturing companies
Example:
Large, Fortune five-hundred companies

5. Marketing Public Relations (MPR) Functions
Building marketplace excitement before media advertising breaks
Creating advertising news where there is no product news
Introducint a product with little or no advertising
Providing a value-added customer service
Building brand-to-customer bonds
Influencing the influentials (i.e., providing information to opinion leaders)
Defending products at risk and giving customers a reason to buy

6. Evaluating Public Relations Plans
1. Does the plan reflect a thorough understanding of the company’s business situation?
2. Has the PR program made good use of research and background sources?
3. Does the plan include full analysis of recent editorial coverage?
4. Do the PR people fully understand the product’s strengths and weaknesses?
5. Does the PR program describe several cogent, relevant conclusions from the research?
6. Are the program objectives specific and measurable?
7. Does the program clearly describe what the PR activity will be and how it will benefit the company?
8. Does the program describe how its results will be measured?
9. Do the research, objectives, activities, and evaluations tie together?
10. Has the PR department communicated with marketing throughout the development of the program?

7. Research on Public Attitudes
Provides input for the planning process
Serves as an “early warning system”
Secures internal cooperation, support
Increases communications effectiveness

8. Public Relations Audiences
Employees of the firm
Stockholders and investors
Community members
Suppliers and customers
Print and broadcast media
Educators
Civic and business organizations
Governments
Financial groups

9. Public Relations Tools
Press releases
Press conferences
Exclusives
Interviews
Community involvement
The internet

10. Telling the PR Story Technical methods make it easier for the press
They increase the likelihood media will use the story
Telephone press conferences
In-studio media tours
Multicomponent video news releases (VNR)
Targeted wire stories

11. Promotional Publications
Inserts
Enclosures
Annual reports
Posters
Bulletin boards
Exhibits
Audiovisuals
Position papers
Speeches
News releases
Media kits
Booklets
Leaflets
Pamphlets
Brochures
Manuals
Books
Letters

12. Advantages of Public Relations
Credibility
Cost
Avoidance of clutter
Lead generation
Selectivity
Image building

13. Criteria for Measuring PR Effectiveness
Total number of impressions . . .
Over time
On the target audience
On specific target audiences
Percentage of . . .
Positive articles over time
Negative articles over time
Ratio of positive to negative articles
Percentage of positive and negative articles by . . .
Subject
Publication
Reporter
Target audience

14. Corporate Advertising
Types
Image advertising
Event sponsorship
Advocacy advertising
Cause-related advertising
Objectives
Boost employee morale
Smooth labor relations
Help newly deregulated industries
Ease consumer uncertainty
Answer investor questions
Help diversified companies
Establish identity for parent
Decrease reliance solely on brand

15. To 30 Companies Based on RQ (Reputation Quotient)
1 Johnson & Johnson 83.4
2 Coca-Cola 81.6
3 Hewlett-Packard 81.2
4 Intel 81.0
5 Ben &Jerry’s 81.0
6 Wal-Mart 80.5
7 Xerox 79.9
8 Home Depot 79.7
9 Gateway 78.8
10 Disney 78.7
11 Dell 78.4
12 General Electric 78.1
13 Lucent 78.0
14 Anheuser-Busch 78.0
15 Microsoft 77.9
16 Amazon.com 77.8
17 IBM 77.6
18 Sony 77.4
19 Yahoo! 76.9
20 AT&T 75.7
21 FedEx 75.7
22 Procter & Gamble 71.9
23 Nike 71.3
24 McDonald’s 71.2
25 Southwest Airlines 70.6
26 America Online 69.2
27 Daimler Chrysler 69.1
28 Toyota 68.6
29 Sears 67.6
30 Boeing 67.3

16. Top 5 Companies for Each of 6 Elements of Reputation
Emotional Appeal
How much the company is liked, admired, and respected
Social Responsibility
Perceptions of the company as a good citizen in its dealings with communities, employees, and the environment
1 Johnson & Johnson
2 Coca-Cola
3 Hewlett-Packard
4 Ben & Jerry’s
5 Xerox
1 Ben & Jerry’s
2 Amazon.com
3 Johnson & Johnson
4 Wal-Mart
5 Xerox

17. Top 5 Companies for Each of 6 Elements of Reputation
Products & Services
Perceptions of the quality, innovation, value, and reliability of its products and services
Workplace Environ.
Perception of how well the company is managed, how it is to work for, and the quality of its employees
1 Johnson & Johnson
2 Intel
3 Hewlett-Packard
4 Xerox
5 Ben & Jerry’s
1 Johnson & Johnson
2 Lucent
3 Ben & Jerry’s
4 Hewlett-Packard
5 Intel

18. Top 5 Companies for Each of 6 Elements of Reputation
Vision & Leadership
How much the company demonstrates a clear vision and strong leadership
Financial Performance
Perceptions of its profitability, prospects, and risk
1 Microsoft
2 Intel
3 Anheuser-Busch
4 Coca-Cola
5 Dell
1 Microsoft
2 Wal-Mart
3 Coca-Cola
4 Johnson & Johnson
5 Intel