Ch.8 PR Strategies & Tactics

Question 1

PR Tactics

Answer 1

1. Product Publicity
2. Information Bureaus
3. Cause- related marketing
4. Corporate Sponsorship

Question 2

Function of Product Publicity

Answer 2

Help products to become newsworthy and catch the eyes of reporters and editors

Question 3

Tactics to improve product publicity

Answer 3

1. PR events
2. Product recommendations
   e. g. Celebrity Testimonials
   - >boost the effectiveness of an advertising message
   - > improves product recognition
3. Press Conference
4. Press party and media tour
5. Advertorial

Question 4

Function of information bureaus

Answer 4

Help position their products in the market

Question 5

Tactics contributed by information bureaus

Answer 5

1. Distribution of news release
2. Presentation and media interviews
3. Report research results on product/ services
4. Give consumer tips in purchasing a product

Question 6

Function of Cause-related marketing

Answer 6

Provide a “cause “ for the consumers to buy the product / service

Question 7

Tactics used cause-related marketing

Answer 7

1. Charity event
   e. g. Donate 1% of the total sales to charity fund
2. Viral marketing

Question 8

Function of corporate sponsorship

Answer 8

To raise awareness on brand image

Question 9

Example of corporate sponsorship

Answer 9

Sponsor large-scale and publicity well-known events,like Olympic Games, World Cup

Question 10

Event planning process

Answer 10

1. Setting Event Goals and objectives
2. Deciding Event Nature
3. Selecting date and setting schedule
4. Selecting venue
5. Identifying guest and participants
6. Choosing promotion channels for the event
7. Other considerations
8. Monitoring and evaluation