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Lecture 7

The document discusses public relations, influencer marketing, and corporate advertising. It defines key concepts like public relations, its objectives and tools. It also covers proactive and reactive PR strategies, the components of a PR plan, influencer marketing, buzz marketing, publicity stunts, and different types of corporate advertising.

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Anish Guha Roy
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24 views13 pages

Lecture 7

The document discusses public relations, influencer marketing, and corporate advertising. It defines key concepts like public relations, its objectives and tools. It also covers proactive and reactive PR strategies, the components of a PR plan, influencer marketing, buzz marketing, publicity stunts, and different types of corporate advertising.

Uploaded by

Anish Guha Roy
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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PUBLIC RELATIONS, INFLUENCER

MARKETING, AND CORPORATE


ADVERTISING
LECTURE 7
PUBLIC RELATIONS
• Public Relations (PR) is a marketing and management function that
focuses on communications that foster goodwill and positive public
image between a firm and its many constituent groups.
• PR joins with social media to help spark brand conversations.
• An important part of public relations is crisis communications.
• A smart PR strategy is to consider a new brand identity to help build trust
after a major crisis, or series of brand transgressions.
OBJECTIVES OF PUBLIC RELATIONS

• Promoting goodwill:
• An image-building function of public relations
• Promoting a product or service:
• Using press releases, events, or brand “news”
• Preparing internal communications:
• Disseminating information and correcting misinformation within a firm
OBJECTIVES OF PUBLIC RELATIONS

• Counteracting negative publicity:


• The damage-control function of public relations
• Lobbying:
• The public relations function can assist a firm in dealing with government officials and
pending legislation
• Giving advice and counsel:
• Assisting management in determining what (if any) position to take on public issues,
preparing employees for public appearances, and helping management anticipate public
reactions
TOOLS OF PUBLIC RELATIONS
• Press Releases: Cover the basic who, what, when, where, and why of an event
• Show economic impact on sponsors to help leverage investment and attract
future sponsors
• Feature Stories: Offer a journalist the opportunity to do a lengthy article with
exclusive rights to the information
• Company Newsletters/E-Newsletters: In-house publications that disseminate
positive information about a firm through its employees
• Interviews and Press Conferences: Used in a crisis management situation or to
make important announcements
TOOLS OF PUBLIC RELATIONS
• Sponsored Events and Event Marketing:
Prominent display of the corporate name and logo offers
residents the chance to see that an organization is dedicated to supporting
their community.
PROACTIVE PUBLIC RELATIONS
Proactive Strategy
• A public relations strategy that is dictated by marketing
objectives, seeks to publicize a company and its brands, and is
offensive in spirit rather than defensive.
• To implement a proactive public relations strategy, a firm
needs to develop a comprehensive public relations program.
REACTIVE PUBLIC RELATIONS
Reactive Strategy
• A public relations strategy that is dictated by influences outside the
control of a company, focuses on problems to be solved rather than
opportunities, and requires defensive rather than offensive measures.
• A firm must quickly implement a reactive public relations strategy when
events outside of its control create negative publicity.
• Focuses on problems to be solved rather than on opportunities.
PUBLIC RELATIONS PLAN
A good public relations plan includes the following:
• Situation analysis: Summarizes the information obtained from the public relations
audit
• Program objectives: Set for both short-term and long-term opportunities
• Program rationale: Identify the role the program will play relative to other efforts
• Communications vehicles: Specifies what means will be used to implement the plan
• Message and content: Researched and developed just as advertising messages are
• Evaluation: Specifics on how results will be measured
INFLUENCER MARKETING, BUZZ
MARKETING AND PUBLICITY STUNT
• Influencer marketing: A series of personalized marketing techniques
directed at individuals or groups who have the credibility and capability to
drive positive word of mouth in a broader and salient segment of the
population.
• Buzz marketing: The process of creating events or experiences that yield
conversations that include the brand or product advertisers are trying to sell.
• Publicity stunt: A type of public relations that serves as a “buzz builder” that
is crafted to get people talking or to get the brand on peoples’ mind.
CORPORATE ADVERTISING
• Intends to establish a favorable attitude toward a company as a whole.
• Objectives of Corporate Advertising:
• Build the image of the firm
• Boost employee morale or attract new employees
• Communicate an organization’s views on social, political, or environmental issues
• Position the firm’s products against competition
• Play a role in overall advertising and IBP strategy of an organization, providing a platform for
more brand-specific campaigns
TYPES OF CORPORATE
ADVERTISING
• Corporate Image Advertising: Enhances the overall image of a firm among important constituents
• May affect buyer predisposition in brand choice.
• Advocacy Advertising: Advertising that attempts to influence public opinion on important social,
political, or environmental issues of concern to the sponsoring organization.
• Meant to influence public opinion on issues of concern to a firm
• Cause-Related Advertising: Advertising that identifies corporate sponsorship of philanthropic activities.
The goal can be to enhance the image of the firm by associating it with social issues of importance to its
constituents
• Becoming increasingly common
• Consumers have a more favorable impression of companies that support good causes.
• Consumers believe that the causes a company supports can be a valid reason for switching
brands.
THANK YOU

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