module 11 public relations

Question 1

• What is the “traditional” perspective on PR? How does this differ from the “New Role” of PR within the firm?

Answer 1

Traditional
PR def: the management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interests, and executes a program to earn public understanding and acceptance.
Requires a series of stages
the determination and evaluation of public attitudes
the identification of policies of procedures of an organization with a public interest
the development and execution of communication program designed to bring about public understanding and acceptance
New role
Customer or potential customers are only part of numerous publics-employees, investors, neighbors, special interest groups, and so on
Pr managers envision both strong marketing and pr departments the 2 work closer together blending their talents to provide the best overall image for a firm

Question 2

• What is meant by Marketing Public Relations (MPR)? What marketingobjectives can be aided by MPR?

Answer 2

MPR def; public relations activities designed to support marketing objectives programs
Can aid raising awawrness, informing and educating, gaining and understanding, building trust, giving consumers a reason to buy, and motivating consumer acceptance.

Question 3

• Be able to identify the various public relations tools.

Answer 3

Press release def: factual and interesting information released to the press
This can do certain things to improve the likelihood that the news will be disseminated, such as ensuring that it reaches the right target audience.
Press conference def: the calling together of the press to announce significant news and or events
The topic must be a major interest to a specific group before it likely gains coverage to warrant a national press conference. On a local level community developments and the like may receive coverage
Exclusives def: a public relations tactic whereby one particular medium is offered exclusive rights to a story
Interviews
Community involvement
- How should firms measure the effectiveness of PR?
Brand impact
Awareness- is the market aware of the brand? Is your brand being mentioned number of mentions can be used as a proxy for awareness
Mind share- finding trends in the mention and share of voice (your number of mentions compared to yours)
Reputation- determining if pr coverage is resonating with target audience
Digital impact
Website traffic- tracking how many visits pr drives to website
SEO impact- examining referring domains to see how they impact brand ranking
Social amplification- determining how viewers extending the digital footprint across social media platforms
Bottom line
Taking behavioral measures such as sales, donation, and business transactions to determine whether they were influenced by the pr effort

Question 4

• What are the advantages and disadvantages of publicity?

Answer 4

Advantages
Credibility: because public relations are not perceived in the same light as advertising that is the public does not realize the organization either directly or indirectly paid for them they tend to have more credibility
Cost- in both absolute and relative terms the cost of public relations is very low, especially when the possible effects are considered
Avoidance of clutter- because they are typically perceived as news items, pr messages are not subject to clutter of ads
Lead generation- information about technology innovations, medical breakthroughs, and the like results almost immediately in a multitude of inquires
Ability to reach a specific group- because some products appeal to only small market segments. If the firm does not have the financial means to reach them pr is the best option
Image building- effective public relations help develop a positive image for the organization. A strong image is insurance against misfortune
Disadvantages
Lack of control- in the viral world of today there is little control of what information is conveyed once public the company has lost control of the information
Timing- timing is completely out of control of the company unless the news thinks the information has very high value
Accuracy- the information sometimes gets lost in translation

Question 5

• Review the objectives of corporate advertising. Why is this form ofadvertising controversial?

Answer 5

Def: advertising designed to promote overall awareness of a company or enhance its image among a target audience
Objectives
Boosting employee morale and smoothing labor relations
Helping newly deregulated industries ease consumer uncertainty and answer investor questions
Helping diversified companies establish an identity for the parent firm rather than relying solely on brand names
Controversial
Consumers are not interested in this form of advertising
It’s a costly form of self indulgence- used to satisfy egos of top management
The firm must be in trouble
waste of money

Question 6

• How is the effectiveness of corporate advertising measured?

Answer 6

attitude surveys
Studies relating corporate advertising and stock prices
Focus group research

Question 7

• Be able to identify and distinguish among the 4 main types ofCorporate Advertising?

Answer 7

General image or positioning ads- ads are often designed to create image of the firm in mind. The exhibit shows how Accenture wants viewers to think about the company as large, but also as flexible enough to adapt to your needs
Sponsorships- companies sponsor programs on public tv and other educational programs designed to promote the corporation as a good citizen
Recruiting- designed to attract new employees view figure 17-15 for an example
Generating financial support- advertising designed ot generate investment