Chapter 17 - Public relations, publicity, and corporate advertising. The main goals of this chapter are: To recognize the roles of public relations, publicity, and corporate advertising in the promotional mix; to know the difference between public relations and publicity and demonstrate the advantages and disadvantages of each; to understand the reasons for corporate advertising and its advantages and disadvantages. | Chapter 17 Public Relations, Publicity, and Corporate Advertising Public Relations (PR) Evaluates public attitudes Identifies the policies and procedures of an organization with the public interest Executes a program of action to earn public understanding and acceptance Role of PR Traditional role Maintain mutually beneficial relationships between the organization and its publics Act as a management communications function New role Work together with the marketing department Contribute to the IMC process in a way that is consistent with marketing goals Marketing Public Relations (MPR) Public relations activities designed to support marketing objectives Functions Building marketplace excitement Improving ROI Creating advertising news where there is no product news Introducing a product with little or no advertising Providing a value-added customer service Building brand-to-customer bonds Influencing the influentials Defending products at risk & giving consumers reason to buy Figure - Advantages and Disadvantages of MPRs Sources: Thomas L. Harris, “Marketing PR—The Second Century,” Reputation Management, , January/February 1999, pp. 1–6 Determining and Evaluating Public Attitudes Reasons Provides input into the planning process Serves as an early warning system Secures support internally Increases the effectiveness of the communication Steps to Develop a PR Plan Define public relations problems Plan and program Take action and communicate Evaluate the program Figure - Ten Questions for Evaluating Public Relations Plans Types of Target Audiences Internal audiences People who are connected to a firm with whom the firm communicates on a routine basis Employees Stockholders Investors Members of the local community Suppliers Current customers External audiences People who are not closely connected with the organization Media Educators Civic and business organizations Governments . | Chapter 17 Public Relations, Publicity, and Corporate Advertising Public Relations (PR) Evaluates public attitudes Identifies the policies and procedures of an organization with the public interest Executes a program of action to earn public understanding and acceptance Role of PR Traditional role Maintain mutually beneficial relationships between the organization and its publics Act as a management communications function New role Work together with the marketing department Contribute to the IMC process in a way that is consistent with marketing goals Marketing Public Relations (MPR) Public relations activities designed to support marketing objectives Functions Building marketplace excitement Improving ROI Creating advertising news where there is no product news Introducing a product with little or no advertising Providing a value-added customer service Building brand-to-customer bonds Influencing the influentials Defending products at risk & giving consumers .
