To explain the role of public relations, sponsorships, and corporate advertising in relationship marketing and integrated marketing communications. By integrating public relations, event sponsorships, and institutional advertising with its general advertising activities, a company can improve the overall effectiveness of its marketing efforts. | 11- Relationship Building: Public Relations, Sponsorship, and Corporate Advertising The role of public relations, sponsorships, & corporate advertising in relationship marketing and IMC Chapter Title Chapter 11 Objectives Distinguish between advertising & public relations Discuss the key elements of crisis communications Describe the difference between press agentry & publicity Identify the tools public relations practitioners use Explain how event sponsorships can fit into an IMC plan Define advocacy advertising & debate its role in a free society Explain the role of corporate identity advertising 11- Insert ex. 11-1, p. 341 2006 PR industry benchmarks Position = centered horiz., ” vertical Size = ” TALL Resolution = 300 dpi Develop goodwill Affect public opinion Improve reputation The Role of Public Relations PR manages communication between stakeholders (publics) in order to: 2006 PR industry benchmarks 11- The Role of Public Relations Fox convinces others to . | 11- Relationship Building: Public Relations, Sponsorship, and Corporate Advertising The role of public relations, sponsorships, & corporate advertising in relationship marketing and IMC Chapter Title Chapter 11 Objectives Distinguish between advertising & public relations Discuss the key elements of crisis communications Describe the difference between press agentry & publicity Identify the tools public relations practitioners use Explain how event sponsorships can fit into an IMC plan Define advocacy advertising & debate its role in a free society Explain the role of corporate identity advertising 11- Insert ex. 11-1, p. 341 2006 PR industry benchmarks Position = centered horiz., ” vertical Size = ” TALL Resolution = 300 dpi Develop goodwill Affect public opinion Improve reputation The Role of Public Relations PR manages communication between stakeholders (publics) in order to: 2006 PR industry benchmarks 11- The Role of Public Relations Fox convinces others to advertise on its station Insert photo , p. 339 Fox “#1 Network” ad Position = ” horiz., ” vertical Size = ” TALL Resolution = 300 dpi 11- Differences between PR and Advertising The Role of Public Relations Ads delivered by purchased media PR messages not openly sponsored Ads placed for reach & frequency PR picked up by external media Perceived Bias Precision & Results Practitioner Goals & Orientation Ad industry focuses on marketing communications PR pros consider all corporate communications 11- The Public Relations Job Crisis Communications Planning & Research Public Affairs & Lobbying Speech- writing Fundraising, Membership, or Events Publicity Press Agentry Community Involvement Reputation Management PR Activities 11- The Public Relations Job Rainforest Action Network fundraising ad Insert photo , p. 345 Rainforest Action Network ad Position = ” horizontal, ” vertical Size = ” TALL Resolution = 300 dpi 11- The Public Relations Job PR Tools .
