Lecture 22(public relations)
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Here is a brief for an event to gain positive publicity: [EVENT BRIEF] Event: Charity Walkathon Date: March 15th Location: Central Park, New York Our company will sponsor a 10k walkathon in Central Park to raise funds for a local children's hospital. We aim to recruit 200 participants and raise $10,000 in donations. Local media will be invited to cover the event and promote our support for this important cause. Key company executives will participate in the walk to show our commitment. This event will generate positive publicity about our company's corporate social responsibility efforts in the local community.
Lecture 22(public relations)
- 1. ARE YOU READY? • Evaluate the various sales promotion tools and decide which promotional tools would you use. Allocate the budget month-wise and tool-wise (Total Budget – 1 crore)
- 2. Public Relations, Publicity, and Corporate Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 3. At the end of this lecture, you will be able to understand: Meaning and Scope of Publicity and Public Relations Its Relationship and Function with Other IMC Tools Function of Public Relations Different Models of Public Relations Difference Between Advertising and Publicity Different types of corporate advertising
- 5. PUBLIC • A public is any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives.
- 6. Public Relations Defined A management function A management function which evaluates public attitudes evaluates public attitudes and identifies the policies and procedures identifies the policies and procedures of an organization with the public interest an organization with the public interest and executes a program of action (and communication) executes a program of action (and communication) to earn public understanding and acceptance earn public understanding and acceptance © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 7. Public Relations Management Process Determination and Determination and evaluation of public evaluation of public attitudes attitudes Identification of policies Identification of policies PR PR and procedures and procedures Development and Development and execution of the execution of the program program © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 8. Traditional PR Perspective Customers Customers Community Community Investors Investors Public Public Relations Relations Department Department Suppliers Suppliers Government Government Employees Employees © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 9. Integration of PR into the IMC Process Separate Marketing Public Department Relations Coordinated Marketing Public Department Relations Integrated Marketing Public Department Relations © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 10. Marketing Public Relations (MPR) Functions Building marketplace excitement before media advertising breaks Building marketplace excitement before media advertising breaks Improving ROI Improving ROI Creating advertising news where there is no product news Creating advertising news where there is no product news Introducing a product with little or no advertising Introducing a product with little or no advertising Providing a value-added customer service Providing a value-added customer service Building brand-to-customer bonds Building brand-to-customer bonds Influencing influentials, providing information to opinion leaders Influencing influentials, providing information to opinion leaders Defending products at risk, giving consumers a reason to buy Defending products at risk, giving consumers a reason to buy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 11. The Process of Public Relations Determining and Evaluating Public Attitudes Determining and Evaluating Public Attitudes Establishing a PR Plan Establishing a PR Plan Developing and Executing a PR Program Developing and Executing a PR Program Measuring Program Effectiveness Measuring Program Effectiveness © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 12. Research on Public Attitudes Provides input for Provides input for Serves as an “early Serves as an “early the planning process the planning process warning system” warning system” Increases Increases Secures internal Secures internal communications communications cooperation, support cooperation, support effectiveness effectiveness © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 13. Determining Public Relations Audiences Internal or Associated Internal or Associated Stockholders and Stockholders and Employees of the Employees of the Investors Investors Firm Firm Customers and Customers and Community Community Vendors and Vendors and Clients Clients Members Members Suppliers Suppliers External or Independent External or Independent Educators Educators Governments Governments Civic and Business Civic and Business The Media The Media Financial Groups Financial Groups Organizations Organizations © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 14. Implementing the PR Program Press Press Releases Releases Press Press Interviews Interviews Conferences Conferences PR Tools PR Tools The Internet The Internet Exclusives Exclusives Community Community Involvement Involvement © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 15. Advantages of Public Relations Credibility Credibility Image Image Building Cost Savings Cost Savings Building PR PR Provides Provides Avoidance of Avoidance of Selectivity Selectivity Clutter Clutter Lead Lead Generation Generation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 16. General Mills Capitalizes on Positive Publicity © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 17. Criteria for Measuring PR Effectiveness On the On the On specific On specific Total number of Total number of Over time Over time target target target target impressions .. .. .. impressions audience audience audiences audiences Positive Positive Negative Negative Percentage of .. .. Percentage of articles over articles over articles over articles over time time time time Ratio of positive Ratio of positive to negative to negative articles articles Percentage of Percentage of positive and positive and Publica- Publica- Target Target Subject Subject Reporter Reporter negative articles negative articles tion tion audience audience by .. .. .. by © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 18. Benefits of Marketing Public Relations (MPR) Advantages Disadvantages A cost-effective way to A cost-effective way to Lack of control over media Lack of control over media reach the market reach the market A highly targeted way to A highly targeted way to Difficult to tie in slogans or Difficult to tie in slogans or conduct public relations conduct public relations other advertising devices other advertising devices Endorsements by Endorsements by Media time and space Media time and space independent third parties independent third parties aren’t guaranteed aren’t guaranteed No standards for effective No standards for effective Achievement of credibility Achievement of credibility measurement measurement Makes advertising Makes advertising Improved media Improved media messages more credible messages more credible involvement w/customers involvement w/customers Breaks though the clutter Creates influence among Creates influence among Breaks though the clutter opinion leaders opinion leaders Circumvents resistance to Circumvents resistance to sales efforts Improved ROI Improved ROI sales efforts © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 19. PR in India • Challenges
- 20. Publicity The Generation of News About a Person, The Generation of News About a Person, Product, or Service That Appears in the Media Product, or Service That Appears in the Media Part of the PR Process Part of the PR Process May Be Out of the Marketer’s Control May Be Out of the Marketer’s Control © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 21. PUBLICITY • PUBLICITY is any communication about an organization, its products, or policies through the media not paid for by the organization. • TYPES: – Good Publicity – Bad Publicity • THREE MEANS – Prepare & distribute a story – Personal communication with a group – One-on-one personal communication (Lobbying)
- 22. Advertising Versus Publicity Factor Factor Advertising Advertising Publicity Publicity Control Control Great Great Little Little Credibility Credibility Lower Lower Higher Higher Reach Reach Measurable Measurable Undetermined Undetermined Frequency Frequency Schedulable Schedulable Uncontrollable Uncontrollable Cost Cost High/Specific High/Specific Low/Unspecified Low/Unspecified Flexibility Flexibility High High Low Low Timing Timing Specifiable Specifiable Tentative Tentative
- 24. India's biggest sporting extravaganza, IPL, gets off to a cracking start
- 25. Publicity Vehicles Feature Feature Articles Articles News News Interviews Interviews Interviews Releases Releases Publicity Publicity Vehicles Vehicles Press Press Special Special Conferences Conferences Events Events
- 26. Coca-Cola in India: Controversy and Comeback Controversy • In 2003, Coca-cola was accused for alleged impurities in their drinks. • Found elevated pesticide levels in carbonated drinks made by Coca-Cola.
- 27. Results of Controversy • Several states banned the drinks from government canteens and schools. • Immediate 10 per cent plunge in sales.
- 28. Suppose you are the brand manager for Coca Cola India, what will you do in such situation
- 29. How did Coca-Cola Tackle with Tarnished Consumer Trust? • Carefully-worded statements by industry experts in support of the Coca-Cola. • Assurance by senior scientists. • Intensive communication and engagement strategy. • Use of Aamir Khan and Smriti Irani to regain faith of Indian consumers • Guided tours of its manufacturing facilities to showcase its commitment to quality
- 30. Cadbury manages a crisis with IMC
- 31. Advantages and Disadvantages of Publicity Advantages Disadvantages Timing difficult or Timing difficult or Substantial credibility Substantial credibility impossible to control impossible to control Inaccuracy, omission, Inaccuracy, omission, News value News value or distortion may or distortion may result result Significant word-of- Significant word-of- mouth mouth Perception of Perception of endorsement by endorsement by media media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 32. Corporate Advertising An extension of the PR An extension of the PR function function Does not promote a specific Does not promote a specific product or service product or service Promotes the organization Promotes the organization Assuming a Assuming a Image Image Seeks Seeks position on an position on an enhancement enhancement involvement involvement issue or cause issue or cause © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 33. ADITYA BIRLA • Corporate Ad
- 34. Why Is Corporate Advertising Controversial? Corporate Corporate Consumers aren’t Consumers aren’t advertising Is a advertising Is a interested in this interested in this waste of money waste of money form of advertising form of advertising Claims of Claims of Opponents to Opponents to Corporate Corporate Advertising Advertising This is a costly form This is a costly form The firm’s finances The firm’s finances of corporate self- of corporate self- or image must be in or image must be in indulgence indulgence trouble trouble © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 35. Objectives of Corporate Advertising Create a positive Create a positive image for the image for the firm firm Establish Establish Communicate Communicate diversified diversified the the company’s company’s organization’s organization’s identity identity viewpoint viewpoint Objectives Objectives Help newly Help newly Boost employee Boost employee deregulated deregulated morale morale industries industries Smooth labor Smooth labor relations relations © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 36. Types of Corporate Advertising Image Image General Image Ads General Image Ads Advertising Advertising Positioning Ads Positioning Ads Event Event Sponsorship Sponsorship Sponsorship Sponsorship Recruitment Recruitment Advocacy Advocacy Financial Support Financial Support Advertising Advertising Cause-related Cause-related Advertising Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 37. Grant Thornton Uses Advertising for Employee Recruitment © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 39. Event Sponsorship Corporate Sponsor Corporate Sponsor Sporting Sporting Music, Music, Events Events Entertainment Entertainment Causes Causes Festivals Festivals Cultural Events Cultural Events Arts Arts © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 40. IPL SPONSOR • DLF IPL
- 41. Advocacy Advertising Advocacy advertising: Advocacy advertising: is the propagation of ideas and is the propagation of ideas and elucidation of controversial social elucidation of controversial social issues of public importance in a issues of public importance in a manner that supports the manner that supports the interests of the sponsor. interests of the sponsor. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 42. An American Gas Association Advocacy Ad © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 43. Cause Related Marketing Cause related marketing: Cause related marketing: is a form of marketing whereby is a form of marketing whereby companies link with charities or companies link with charities or nonprofit organizations as nonprofit organizations as contributing sponsors. contributing sponsors. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 44. RELIANCE FOUNDATION & SATYAMEVA JAYATE
- 45. Advantages and Disadvantages of Corporate Advertising Advantages Disadvantages May have May have Excellent vehicle for Excellent vehicle for questionable questionable positioning the firm positioning the firm effectiveness effectiveness Takes advantage of Takes advantage of Raises questions of Raises questions of benefits derived from benefits derived from constitutionality and constitutionality and public relations public relations ethics ethics Reaches a selected Reaches a selected target market target market © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 46. Measuring Corporate Advertising Effectiveness Attitude Surveys Attitude Surveys Effective? Effective? Relating to Stock Prices Relating to Stock Prices Focus Group Research Focus Group Research © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 47. Hometask- Next week • Wednesday - Plan events to gain publicity. Mention the brief of an event along with the allocated budget and month-wise schedule (1 crore)
- 48. Hometask – Next Week • Thursday - How will you measure the results of the different campaigns and media • Friday – Final submission