1. A New Era for Public Relations “Integrated Brand Promotions”

2. Integrated Brand Promotions is the process of using a wide range of promotional tools working together to create widespread brand exposure

3. Promotional Tools Advertising in mass meda Sales Promotions (coupons, discounts, gift cards, contests, samples, trial offers, rebates, frequent user programs, trade shows) Point of purchase (in-store) advertising Direct Marketing (catalogs, telemarketing, e-mail offers, infomercials) Personal Selling Internet advertising (banners, pop-ups/unders, Web Sites) Blogs Podcasting Event Sponsorships Branded Entertainment (product placement in television programming, webcasts, and films) Outdoor signage Public Relations Influencer Marketing Corporate Advertising

4. PR and “Brands” People talk about brands. The challenge is to give them interesting things to talk about, things that bring one’s brand into the conversation in a positive way. Marketers are starting to get it. PR isn’t just about managing goodwill; it can be about finding ways to get your brand into the day to day conversations of consumers

5. Objectives for Public Relations Promoting goodwill Promoting a product or service Preparing internal communications Counteracting negative publicity Lobbying Giving advice and counsel

6. The Tools of Public Relations Press Releases Feature stories Company Newsletters Interviews and Press Conferences Sponsored Events Publicity

7. Basic of Public Relations Strategy 1.Proactive Strategy - a public relations audit - a public relations plan Situation analysis, program objectives, program rationale, communications vehicles, message content 2.Reactive Strategy Two steps help firms implement a reactive public relations strategy are ‘the public relations audit’ and ‘the identification of vulnerabilities’

8. A Final Word on Public Relations Public Relations is a prime example of how a firm (or an individual) can identify and then manage aspects of communication in an integrated and synergistic manner to diverse audiences. Without recognizing public relations activities as a component of the firm’s overall communication effort, misinformation or disinformation could compromise more mainstream communication such as advertising.

9. A Final Word on Public Relations The coordination of Public Relations into an integrated program is a matter of recognizing and identifying the process as critical to the overall “Integrated Brand Promotions” effort, and, as always, getting the right set of players on the “Integrated Brand Promotions” team.