Public Relations, Publicity and

Corporate AdvertisingWeek 11

Dr. W. Rofianto

A management function

evaluates public attitudeswhich

identifies the policies and proceduresand

an organization with the public interestof

executes a program of action (and communication)and

earn public understanding and acceptanceto

executes a program of action (and communication)

an organization with the public interest

identifies the policies and procedures

evaluates public attitudes

A management function

Public Relations Defined

PR Perspective and Integration

Customers

Employees

Investors

Government

Community

SuppliersSuppliers

Employees

Government

Investors

Customers

Public Relations Department

MarketingDepartment

PublicRelations

Integrated

Marketing Public Relations (MPR) Functions

Building marketplace excitement before media advertising breaks

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 influentials, providing information to opinion leaders

Improving ROI

Defending products at risk, giving consumers a reason to buy

Building marketplace excitement before media advertising breaks

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 influentials, providing information to opinion leaders

Improving ROI

Benefits of Marketing Public Relations (MPR)

Difficult to tie in slogans or other advertising devices

No standards for effective measurement

Lack of control over media

Media time and space aren’t guaranteed

A highly targeted way to conduct public relations

Endorsements by independent third parties

Achievement of credibility

Makes advertising messages more credible

Breaks though the clutter

Circumvents resistance to sales efforts

Advantages Disadvantages

Difficult to tie in slogans or other advertising devices

Lack of control over media

Media time and space aren’t guaranteed

Endorsements by independent third parties / opinion leaders

Achievement of credibility

Makes advertising messages more credible

Breaks though the clutter

Circumvents resistance to sales efforts

Improved ROIImproved ROI

Implementing the PR Program

Press Releases

Community Involvement

Press Conferences

Exclusives

Interviews

The Internet

PR Tools

Press Releases

Community Involvement

Press Conferences

ExclusivesThe Internet

May Be Out of the

Marketer’s Control

Part of the PR Process

The Generation of

News About a Person,

Product, or Service

That Appears in the

Media

Part of the PR Process

The Generation of

News About a Person,

Product, or Service

That Appears in the

Media

Publicity

Image enhancementAssuming a position on

an issue or causeImage enhancement

Assuming a position on

an issue or cause

Corporate Advertising

An extension of the PR function

Promotes the organization

Does not promote a specific

product or service

An extension of the PR function

Does not promote a specific

product or service

Seeks involvement

Create a positive

image for the firm

Communicate the

organization’s

viewpoint

Boost employee

morale

Establish

diversified

company’s identity

Help newly

deregulated

industries

Smooth labor

relationsBoost employee

morale

Communicate the

organization’s

viewpoint

Create a positive

image for the firm

Objectives of Corporate Advertising

Objectives

Positioning Ads

Sponsorship

Recruitment

General Image Ads

Financial Support

General Image Ads

Positioning Ads

Sponsorship

Recruitment

Types of Corporate Advertising

Image Advertising

Event

Sponsorship

Advocacy

Advertising

Cause-related

Advertising

Advocacy Advertising

the propagation

of ideas and

elucidation of

controversial

social issues of

public

importance in a

manner that

supports the

interests of the

sponsor.

Raises questions of constitutionality and ethics

May have questionable effectiveness

Excellent vehicle for positioning the firm

Takes advantage of benefits derived from public relations

Reaches a selected target market

May have questionable effectiveness

Reaches a selected target market

Takes advantage of benefits derived from public relations

Excellent vehicle for positioning the firm

Corporate Advertising

Advantages Disadvantages