1. Public Relations Publicity Corporate Advertising Asia-Pacific Marketing Federation Certified Professional Marketer Copyright by Marketing Institute of Singapore

2. Organization 1. Introduction 2. Public Relations 3. Publicity 4. Corporate Advertising

3. Introduction Tools for changing attitude towards firm Do not directly impact purchase behavior

4. A mgmt function that determines attitudes and opinions of organization’s publics, identifies its policies with the interests of its publics, and formulates and executes a program of action to earn the goodwill of its publics Public Relations

5. PR vs Advertising Focuses on firm, not product Generates goodwill, not sales More credible Little control over content Lower cost More publics –Internal:employees, stockholders –External: press, govt, business community

6. Steps in PR Determine public attitudes Identify policies & procedure with public interest Develop & execute communications program for public understanding & acceptance

7. PR & Promotion Marketing Public Relations (MPR) PR activities to support marketing objectives

8. How? Build mktplace excitement b4 media advtg breaks Create advtg news when there is no product news Introduce product with little/no advtg Provide value-added customer service Build brand-to-customer bonds Defend products at risk & give consumers reasons to buy

9. Subset of PR Short-term Press May be positive and negative – Negative publicity originate from external sources Publicity

10. By deeds, not proclamation Controlled by firm, not beholden to another party GOALS 1. Merchandising orientation – Geared towards direct sales e.g., celebrity opens a new branch – Likens promotions

11. 2. Entertainment orientation – Aimed at goodwill, awareness, & image – No immediate sales 3. Educational/community involvement orientation – Enhance quality of life

12. OBJECTIVE To create an image of a specific corporate personality in the minds of the public Treats firm as product CORPORATE vs PRODUCT ADVERTISING 1. Focus on less tangible object (the co.) 2. Desired response less specific Corporate Advertising

13. TYPES 1. Advocacy –Firm wants public to know where it stands on issue –Usually, media refuse to accept PR message –Purchase ad space to present point of view 2. Special Situation –Related to corporate giving e.g., public TV programs sponsored by firm –Improve image thro’ choice of program

14. 3. General Image – Largest category of corporate advertising – Enhance basic image – No specific target