Imc Ppt [Recovered]

8/17/2019 Imc Ppt [Recovered]

1/43

Public Relations,Publicity,

and CorporateAdvertising.

BY: SAHIL GARG (28 ), SHEEZA NISAR (42), AMAN GOYAL (), MUKESH YADAV(40), SAURABH MADAN (37), UJJWAL ANURAG(04), UAM(38)!


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PUBLIC RELATIO!

"#$%&' %*+&-. '*- $ /-/ *. * 1*-*1-+ #-'+&-5&'5

A) 6*%#*+. #$%&' *++&+#/.,

B) &/-+&. +5 %&'&. *-/ '/#. *- *-&*+&- &+5

#$%&' &-+.+,9) '#+. * *1 *'+&- + *- #$%&' #-/.+*-/&- *-/*''+*-'!

R% : To manage relationships with the public.


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Traditional role vs e" role.

TRA#ITTIOAL ROLE

Maintain mutually beneficial

relationships between theorganization and its public

Act as a management

communications function

E$ ROLE

Work together with themarketing department

Contribute to the IMC p

in a way that is consiste

marketing goals


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%AR&ETI' PR (UCTIO!

"#$%&' %*+&-. *'+&6&+&. /.&-/ + .#+ 1*;+&- $


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Providing a valueadded custo)er service

Building brandtoconsu)er bonds

In/uencing t-e in/uential by providing inor)atioopinion leaders

Defending products at risk and giving consumers areason to buy.


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Advantages o %PR

I+ &. * '.+>?'+&6 *= + *'5 +5 1*;+!

I+ &. * 5&5%= +*+/ *= + '-/#'+ #$%&' %*+&-.!

I+ $-+. 1 +5 -/.1-+ &-/-/-+ *-/ $+5&/ *+&.!

H*6 - *..'&*+&- &+5 +5 /#'+!

I+ *'5&6. '/&$&%&+=!

I+ .#+. */6+&.&- *1. $= 1*;&- 1..*. 1'/&$%!

I+ $*;. +5#5 +5 '%#++!


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DISADVANAGES:

@ 5 &. * %*'; '-+% 6 +5 1/&*!

@ I+ &. /&'#%+ + +& &- .%*-. *-/ +5 */6+&.&- /6&'.!

@ M/&* +&1 *-/ .*' * -+ #**-+/!

@ 5 * - .+*-/*/ ?'+&6-.. 1*.#.!


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"RO9ESS O "UBLI9 RELAIONS

#eter)ining and evaluating public attitudes

A++&+#/. *?'+ .*%. $#.&-..

*) "6&/. &-#+. &-+ %*--&- '..!

$) S6. *. *%= *-&- .=.+1

') S'#. .#+ &-+-*%%=

/) I-'*.. +5 ?'+&6-.. '11#-&'*+&-!

Establis-ing t-e PR plan0 "R *1. &-'%#/ .. ;&+. +*/ .5., - /#'+ *--#-'1-+.! 5

/.&-/ &-+ * 1*% #$%&' %*+&-. ?+ $#+ #./-//!


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#eveloping and e+ecuting a PR progra)

D+1&-&- %6*-+ +*+ *#/&-'.!

Internal Audience : 1%=., .+';5%/., &-6.+., +'!

E+ternal Audiences :

C! E)ployees o t-e 1r) 0

M*&-+*&-&- 1*% *-/ .5'*.&- +5 .#%+. 1%=* +- &1 $


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2! !toc*-olders and investors

A--#*% +. * *%. * '11#-&'*+&-. '5*--% &-+5&. *#/&-' *$#+ 5= +5 1 &. &. -+ /&- %%, %*-., *-/ +5 &-1*+&- +5*+ . $=-/ -#1$*1%, M'D-*%/. 5*. .#''..#%%= #./ *--#*% +. +? +-+&*% "R $%1.!

2.Co))unity )e)bers

"% 5 %&6 *-/ ; &- +5 '11#-&+= 5 * 1 &. % /&- $#.&-.. * +- +5 +*+ #$%&' %*+&-. S#'5 ?+. 1*= &-6%6 */. &-1&- +5 '11#-&+= *'++5*+ +5 *-&*+&- &. -*/ &- *1%, /#'&%%#+&-, '%*-&- # *+ .#%&.!


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2.!uppliers and Custo)ers

A- *-&*+&- &.5. + 1*&-+*&- goodwill &+5 &+. .#

%% *. &+. '-.#1&- #$%&'! I '-.#1. +5&-; * '1*-.'&*%%= '-.'&#., +5= 1*= +*; +5& %=*%+&. %.5!

3.%edia

B'*#. +5 1/&*. , +5= .5#%/ $ &-1/1. *'+&-.! 91*-&. &..# .. %*.. *-/ '11+5#5 '--'., &-+6&., *-/ .'&*% 6-+.! 5* -*%%= '+&6 + .#'5 &-1*+&- *. %- *. &+ &. ..&-*%%=F +. * *%*=. &-+.+/ &- / .+


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4.'overn)ent

"#$%&' %*+&-. +- *++1+. + &-#-' 6-1-/&'+%= *+ $+5 %'*% *-/ -*+&-*% %6%.!

5.(inancial groups

"+-+&*% .5*5%/. *-/ &-6.+. 1*= $ %6*-1*;+.! &-*-'&*% */6&.., %-/&- &-.+&+#+&-., *-/ +5

$ ;+ *$*.+ - /6%1-+. *. %% *. &-1*+&-, .&-' +5= ? +5 +-+&*% - .#-/&-! ".. %*.. *-/ '*+ +. %*= *- &% &- 6&/&- &-1*+&- + +5. #$%&'.!


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I)ple)enting PR Progra)

V*&#. +%. * #./ :

C! ".. R%*. : $ #./ $= +5 .., &-1*+&- 1#.++#, *-/ &-+.+ + +5 1/ *. %% *. + &+. *#/&-

2! ".. '--'. : +5&. 1 /%&6= '*- $ 6= ?+&' 1#.+ $ 1*


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4! I-+-+

+5 I-+-+ 5*. $'1 * 1*-. $= 5&'5 '1*-&*+&-. '*- /&..1&-*+ #$%&' %*+&-. &-1*+&&- +5 &-+ 1/&*, '1*-&. 5*6 #./ +5 W$ +1/&* %*+&-. *-/ 6-1-+, &-6.+, *-/ '

%*+&-.5&.F /*% &+5 '&..F *-/ 6- '-/#'+ '*#. 91*-&. 5*6 #./ +5& $.&+. + *//.. &..#., + 6&/ &-1*+&- *$#+ /#'+. *-/ .6&'.


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ADVANAGES O "R

Credibility : B'*#. #$%&' %*+&-. '11#-&'*+&-'&6/ &- +5 .*1 %&5+ *. */6+&.&- +5= +-/1 '/&$&%&+=! 5 *'+ +5*+ +5 1/&* * -'1-.*+/ 6&/&- +5 &-1*+&- 1*= %*/ + '-.&/ +5 -. 1 +#+5#% *-/ '/&$%

Cost : '.+ #$%&' %*+&-. &. 6= %, .'&*%%= ..&$% ?'+. * '-.&//! W5&% * 1 '*- 1%%*+&-. *-'&. *-/ .-/ 1&%%&-. /%%*. -.1*%% '1*-&. +5&. 1 '11#-&'*+&- 1*=1.+ *?/*$% *%+-*+&6 *6*&%*$%!


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Ability to reach specic groups : B'*#. .1 /**% + -%= .1*%% 1*;+ .1-+., &+ &. -+ *.&$%

-* &- */6+&.&- *-/ 1+&-. + *'5 +51! I1 /. -+ 5*6 +5 -*-'&*% '**$&%&+&. + -*1+&-*% -/&+#., +5 $.+ *= + '11#-&'*++5. #. &. +5#5 #$%&' %*+&-.!

Image building. E?'+&6 #$%&' %*+&-. 5%. + /6%

.&+&6 &1* +5 *-&*+&-!


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DISADVANAGES

"5*. +5 1*


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%EA!URI' E((ECTI6EE!! O(PR

I+ +%%. 1*-*1-+ 5*+ 5*. $- *'5&6/ +5#5#$%&' %*+&-. *'+&6&+&.!

I+ 6&/. 1*-*1-+ &+5 * *= + 1*.##$%&' %*+&-. *'5&61-+. #*-+&+*+&6%=!

I+ &6. 1*-*1-+ * *= +


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9&+&*

@ Personal observation and reaction. ".-*% $.6*%#*+&- $= -. .#&. .5#%/ ''# *+ *%% %*-&*+&-!

@ Matching objectives and results. S'&' $


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Management by objectives. E'#+&6. *-/ +5& 1*-**'+ ++5 + &/-+&= *%. + $ *++*&-/ *-/ .-.&$&%&+&. +5 1*-*.! 5. *%. * +#./ *. * .+*-/*/ + 1*.# *''1%&.51-+.!

@ Public opinion and surveys. R.*'5 &- +5 1 #&-&- .#6=. 1*= $ #./ + *+5 /*+* + 6*%#*1 *% *++*&-1-+!

@ Audits. B+5 &-+-*% *-/ +-*% *#/&+. 1*= $ #.Internal audits &-6%6 6*%#*+&-.$= .#&.

&+5&- +5 1 + /+1&- +5 1*-' 1%= ! E+ternal audits * '-/#'+/ $= '-.#%+*+5 '%&-+ (&- +5 '*. * "R *-'=), +5 *#+.&/ +5 *-&*+&-!


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PUBLICIT7

Publicity . + +5 -*+&- -. *$#+ * .-, /#'+, .6&' +5*+

**. &- $*/'*.+ &-+ 1/&*! 1*-= 1*;+., #$%&'&+=*-/ #$%&' %*+&-.

* .=--=1#.! I- *'+, #$%&'&+= &. *%%= * .#$.+ +5 #$%&'

%*+&-. ?+

K= &-+. */&- #$%&'&+=:

"#$%&'&+= &. -*%%= .5+>+1 '#./

"#$%&'&+= &. -+ *%*=. #-/ +5 '-+% +5 1

"#$%&'&+= '*- $ -*+&6 *. %% *. .&+&6


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PO$ER O( PUBLICIT7

"'&6/ *. 1 '/&$%

O+- '&6/ *. -/./ $= +5 1/&- 5&'5 &+ **.

O+- 5*. 5&5 -. 6*%#O+- -*+. 5&5 #-'= .#


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DISADVANAGES

Ti)ing o t-e publicity is not al"ays co)pletely under t-o t-e )ar*eter. Unless t-e press t-in*s t-e inor)ation-ig- ne"s value, t-e ti)ing o t-e press release is entirt-e )edia9i it gets released at all. T-us, t-e inor)atioreleased earlier t-an desired or too late to )a*e an i)pa

Accuracy A )a:or "ay to get publicity is t-e pressUnortunately, t-e inor)ation so)eti)es gets lost in tr9t-at is, it is not al"ays reported t-e "ay t-e provider to be. As a result, inaccurate inor)ation, o)issions, errors )ay result.


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A- +-.&- +5 "R #-'+&-A- +-.&- +5 "R #-'+&-

"1+. +5 *-&*+&-"1+. +5 *-&*+&-

D. -+ 1+ * .'&' /#'+ .6&'

D. -+ 1+ * .'&' /#'+ .6&'

Imageenhancement

Assuming aposition on anissue or cause

Seeksinvolvement

CORPORATEA#6ERTI!I'

-y is Corporate Advertising Controve


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Clai)s oOpponents toCorporateAdvertising

Clai)s oOpponents toCorporateAdvertising

Consumers aren’t

interested in this form ofadvertising

Corporate advertising isa waste of money

The firm’s finances orimage must be in trouble

This is a costly form ofcorporate self-indulgence

-y is Corporate Advertising Controve


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OB


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T7PE!

I)age advertising : I1* */6+&.&- 1*= *''-#1$ $


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!. "ponsorships: A 1 +- #-. '*+ &1* */6

- V *1. .'&*%.! *1%, +5 H*%%1*; .'&*%. *-/ /'#1-+*&. - -+; V *-/ M$&% *-/ *1 .-..5&. - #$%&' V * /.&-/ + 1'*+&- *. * / '&+&-! B= *..'&*+&- &+.% &+#*%&+= /#'*+&-*% *11&-, +5 1 5. * '*?'+ +5*+ $-+. &+. - &1*!

#. $ecruiting. '*+ &1* */6+&.&- /.&-/ + - 1%=.!


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%.enerating nancial support.

S1 '*+ */6+&.&- &. /.&-/ + -*+ &-6&- +5 '*+&-! B= '*+&- * 1 *6*$% &1*, +1*;. &+.% *++*'+&6 + +-+&*% .+'; #'5*.. *-/ &-6

M &-6.+1-+. 1*- 1 ;&- '*&+*%, 1 1.*'5 *-/ /6%1-+, *-/ . -! I- +5&. &-.+*-', '

&1* */6+&.&- &. *%1.+ *++1+&- + 1*; * .*%F +5 &. +5 1!


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I1* .-..5&.

'*+ .-..5&. '5*&+&. *-/ '*#.. 5*. #%* 1 #$%&' %*+&-.!

W5&% .1 '1*-&. .-. .'&' 6-+. *-/&+5 &1*&%= +*/&+&-*% #$%&' %*+&-. $


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M*-= 1*;+. * *++*'+/ + 6-+ .-..5& $'+. +5& '1*-= *-/ /#'+ -*1. &- '-.#1.! B= '5.&- +5 &5+ 6-+. .-.

91*-&. '*- + 6&.&$&%&+= *1- +5& +*+ 1*;+! +$*'' '1*-&., 5&'5 * 5&$&+/ 1 */6

- */& *-/ V, 6-+ .-..5& &. *%. * *= + 5*6$*-/ -*1. .- - V!

".&/-+ 9%&-+- &..#/ *- '#+&6 / &- C +5*+5*6 5&$&+/ *-= 1 */6+&.&- +$*'' .-.

*+ .+&- 6-+. *+ C8! 5 +$*'' '1*-&. *+5&. / &- +5 '#+. - +5 #-/. +5*+ + */6+&.&- * %*% /#'+ 6&%*+. .'5!3 I- 200S#1 9#+ .+#'; /- +5 %*, *%+5#5 * .++%1%*' #+5 .+&'+&-. - .#'5 .-..5&.!


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Advocacy advertising

&. '-'-/ &+5 **+&- &/*. *-/ %#'&/*+&- '-+6.&*.'&*% &..#. #$%&' &1+*-' &- * 1*-- +5*+ .#+. +5&-+.+. +5 .-.!

W5&% .+&%% +*=&- *- &1* +5 '1*-= *-&*+&-*/6'*'= */6+&.&- /. . &-/&'+%=, $= */+&- * .&+&-

* *+&'#%* &..# *+5 +5*- 1+&- +5 *-&*+&- &+.%! S1+&1. +5 */6+&.&- &. * .-. + -*+&6 #$%&'&+=

+ +5 1. &-*$&%&+= + %*' *- &1+*-+ 1..* +5##$%&' %*+&-. '5*--%.! S1+&1. +5 1


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9*#. %*+/ */6+&.&-

'1*-&. %&-; &+5 '5*&+&. --+ *-&*+&-. *. '-.-..! 5 '1*-= $-+. 1 *6*$% #$%&'&+=,

'5*&+= '&6. 1#'5>-// #-/.!

S-/&- - '*#.>%*+/ 1*;+&-! 5*. &-'*./ 1 +'-+ .&-' C0, *'5&- 828 1&%%&- &- 2002! 9*#.>1

%*+&-.5&. '*- +*; * 6*&+= 1.! M*;&- #+&5+ /-*+&-. + * --+ '*#., 5*6&- '

6%#-+ +5 '*#., /-*+&- 1*+&*%. .#%&., #--&-

.6&' *--#-'1-+., 6- 6&/&- 6-+ .51

.1 +5 *=. '1*-&. + &-6%6/!


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W5&% '1*-&. '&6 #$%&' %*+&-. $-+. 1 +5&*..'&*+&- &+5 '*#.., &+5 80 '-+ '-.#1. .*=&-+5= 5*6 * 1 .&+&6 &1..&- '1*-&. +5*+ .#+

* '*#., +5= .1+&1. '&6 -*-'&*% */. *. %%!43

V&.*. R*/&- &. #-/*1-+*% '*1*&- %/ + * C7 '-+&-'*. &- .*%., BMW .* .*%. &-'*. 5- &+ .-./ *

*1 + */&'*+ $*.+ '*-',


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A/6*-+*.

It is an e&cellent vehicle for positioning the rm. &1.-/ + .+*$%&.5 *- &1* .&+&- &- +5 1*;+%*'! 9*/. * - *= + *''1%&.5 +5&. $


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%easuring t-e E8ectiveness

Atitude surveys. O- *= + /+1&- +5 ?'+&6-.. */6+&.&- &. '-/#'+&- *++&+#/ .#6=. + *&- &-.&5+. &-+ $+5*-/ &-6.+. *'+&-. + */.! '*+ */6+&.&- &. 1

$#&%/&- '*%% * '1*-= -*1 +5*- &. /#'+ */6+&.&- *%'*+ */6+&.. *+/ $++ - 6&+#*%%= *%% *++&+#/ 1*.#&+5 % '*+ */ $#/+.!

"tudies relating corporate advertising and stock prices. J*'$. .+#/= &. - 1*-= +5*+ 5*6 *1&-/ +5 ?'+ 6*& '*+ */6+&.&- (.&+&- &- +5 1**&-, .#' ?.+'; &'.!

5. .+#/&. 5*6 =&%// '-&'+&- '-'%#.&-., &-/&'*+&- +51/% .#'5 1*.#. .1. %&'*%, 1+5/%&'*% $%1.

*+ %*.+ .1 +5 /&.'*-'&.!!


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+ocus group research. '#. #. 5*6 $- #./-/ #+ 5*+ &-6.+. *-+ + . &- */. *-/ 5 +*'+ *+ +5 */. * /6%/! A. &+5 /#'+>&-*/6+&.&-, +5&. 1+5/ 5*. %&1&+*+&-., *%+5#5 &+ /*%% .1 ?'+&6 1*.#1-+.


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T=A& 7OU

Documents

Imc Ppt [Recovered]