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Chapter 17- Advertising

Terms in this set (41)

What are the main concepts of Public Relations
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
Traditional Role of PR
Maintain mutually beneficial relationships between the organization and its publics

Act as a management communications function
New role of PR
Work together with the marketing department

Contribute to the IMC process in a way that is consistent with marketing goals
Marketing PR
Public relations activities designed to support marketing objectives:
Build marketplace excitement before media advertising breaks
Improving ROI
Create news when there is no product news
Introducing a product with little or no advertising
What does PR provide, build, influence, and defend?
Providing: a value-added customer service

Building: direct brand-to-customer bonds

Influencing: the influencers (bloggers, mavens, analysts, etc.)

Defending: products at risk and giving consumers a reason to buy
Adv. of PR
cost-effective way to reach the mrkt

highly targeted way to conduct PR

benefits from endorsements of 3rd parties who have no association with the product

achieves credibility

breaks through the clutter

can improve ROI

create influence among opinion leaders and trendsetters
Disadv. of PR
lack of control over media

difficult to tie in slogans

media time and space are not guaranteed

no standard effectivieness measures
why is it important to evaluate public attitudes
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 PR problems

plan and program

take action and communicate

evaluate the program
What are some questions to ask for evaluating PR plans
does the plan reflect thorough understanding of the company's business situation?

has the pr program made good use of research?

does the program describe how its results will be measured?
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
Financial groups
Name 3 types of tools for PR Programs
press release
press conferences
exclusives
press release
Statement provided to the media
Must be factual, true, and of interest to the medium and its audience
press conferences
Delivering information by interacting directly with the media
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