9.1. PR, Publicity, & Sponsorship Flashcards
PR
A management function which evaluates public attitudes, identifies the policies and procedures for an organization with public interest, an executes a program of action to earn public understanding and acceptance
PR Department Perspective
- Community
- Customers
- Investors
- Suppliers
- Employees
- Government
Marketing Public Relations (MPR)
Marketing-oriented aspect of public relations that is an organizational activity involved with fostering goodwill btw a company and its various publics
Proactive MPR - Traditional ways
- product release
- feature article
- executive statement
Proactive MPR - recent social media movements
- social responsibility (CSR)
- Shared values (CSV)
- Sustainability (SDG)
Reactive MPR
crisis management
Product releases
- announce new products
- presentation, press conference
Feature articles
- description of company’s newsworthy or CSR programs
- either through major media or press release
executive statements
- address a wide variety of issues quoting CEOs or other executives
- carry a significant degree of credibility
Pro traditional MPR
- cost-effective way to reach the market
- achievement of credibility
- makes advertising messages more credible
- circumvents resistance to sales efforts
Con Traditional MPR
- lack of control over media
- media time and space are not guaranteed
- no standards for effective measurements
Recent trends of MPR: social movements
- environmental sustainability
- health concerns
- diversity and equality
- digital era
- ## mental well-being
Reactive MPR: Crisis management
- often product defects and failures are the factors
- quick and positive responses are imperative
- attempt to repair company’s reputation, prevent market erosion, and regain lost sales
Types of crisis
- natural disaster
- technological crises
- confrontation
- malevolence
- organizational misdeeds
- workplace violence
- rumors
- terrorist attacks/ man-made disasters
steps of crisis management - pre-crisis
- anticipate crisis
- identify and train spokesperson
- establish notification and monitoring system
steps of crisis management - post-crisis
- assess the crisis situation
- finalize and adapt key messages
- be honest and open
- update early and often
- keep employees informed
- communicate with stakeholders
Publicity
- the generation of news related to the company
- generated through various forms such as previews, reviews on blogs, press conference, …
- often originates outside the firm
- similar to word-of-mouth
- not always positive
Pro Publicity
- substantial credibility
- news value
- significant word-of-mouth
- perception of endorsement by media
Con Publicity
- timing or contents may be difficult or impossible to control
- not always positive
- inaccuracy, omission, or distortion may result
Sponsorship Marketing
- involve investments in events or causes for the purpose of achieving various corporate objective
- create positive image for the firm
- communicate the organizations viewpoint
- establish diversified company’s identity
Types of sponsorship
- athlete sponsorship
- event sponsorship
- cause-related marketing
event sponsorship
- form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural, social, or other type of high-interest public activity
event sponsorship - examples
- sporting events
- music and entertainment
- festivals
- cultural events
- art exhibitions
Factors when selecting sponsorship events
- consistent with brand image?
- reach desired target market?
- geographically suited
- has competition ever sponsored the event
- is the event cluttered
- complement existing sponsorship
- fir overall marketing programs
- economically viable
Cause-related marketing
based on the idea that company will contribute to a cause every time the customer undertakes some action
Benefits of CRM
- enhance brand image
- thwart negative publicity
- generate incremental sales
- increase brand awareness
- reach new target segments
- increase sales at retail level
