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Lecture fundamentals of marketing - Lecture 23: Public Relations

In this chapter, we explore advertising and PR. Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers. PR involves building good relations with various company publics from consumers and the general public to the media, investor, donor, and government publics. | Public Relations LECTURE-23 1 Public Relations What is public relations The Role and Impact of Public Relations Major Public Relations Tools What are the strengths and limitations of brand publicity? What are the brand publicity tools? Why is corporate communication important to IMC programs? Topic Outline In this chapter, we explore advertising and PR. Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers. PR involves building good relations with various company publics—from consumers and the general public to the media, investor, donor, and government publics. As with all the promotion mix tools, advertising and PR must be blended into the overall IMC program. In chapters 16 and 17, we will discuss the remaining promotion mix tools: personal selling, sales promotion, and direct marketing. 2 Two major developments recently: Public relations has forced all marketers to value stakeholder relationships IMC is helping to bridge the gap between Public Relations and Marketing Lecture Perspective Marketing Traditionally separate from the PR area Public Relations Traditionally separate from the Marketing area IMC 3 What is Public Relations? Public relations (PR): A communication function used to promote mutual understanding between an organization and its various stakeholder groups Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events Public relations is used to promote product, people, ideas, and activities Public Relations Not long ago, public relations was considered a marketing stepchild because of its limited marketing use. That situation is changing fast, however, as more marketers recognize PR’s brand-building power. Public relations is used to promote products, people, places, ideas, activities, . | Public Relations LECTURE-23 1 Public Relations What is public relations The Role and Impact of Public Relations Major Public Relations Tools What are the strengths and limitations of brand publicity? What are the brand publicity tools? Why is corporate communication important to IMC programs? Topic Outline In this chapter, we explore advertising and PR. Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers. PR involves building good relations with various company publics—from consumers and the general public to the media, investor, donor, and government publics. As with all the promotion mix tools, advertising and PR must be blended into the overall IMC program. In chapters 16 and 17, we will discuss the remaining promotion mix tools: personal selling, sales promotion, and direct marketing. 2 Two major developments recently: Public relations has forced all marketers to value stakeholder .