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Integrated Marketing Communications > Public Relations > Flashcards

Public Relations Flashcards

1
Q

Public Relations

A

A strategic communication process that builds mutually beneficial relationships between organizations and their publics.
Manages communications with every group connected with the company. Ex: consumers, suppliers, media, shareholders, community members, govt, etc

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2
Q

Public Relations Functions

A
  • Identify internal and external stakeholders.
  • Assess the corporate responsibility
  • Create positive image building activities.
  • Prevent or reduce image damage.
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3
Q

Public Relations STRENGTHS

A
  • Reaching elusive audiences.
  • Image reputation management.
  • Credibility.
  • Relatively low cost.
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4
Q

Public Relations WEAKNESSES

A
  • Relative loss of control.

- Measurement difficulties (effectiveness)

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5
Q

Internal Stakeholders

A
  • Employees
  • Unions
  • Shareholders
  • Channel members
  • Customers
  • Suppliers
  • Board members
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6
Q

External Stakeholders

A
  • Media
  • Local community
  • Financial community
  • Govt
  • Special-interest groups
  • Suppliers
  • Regulatory
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7
Q

Public Relations Tools

A
  • press releases
  • newspaper stories
  • website updates
  • news stories (via media)
  • annual reports
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8
Q

Corporate Social Responsibility

A

Firms have an obligation to be ethical and transparent in the way they go about business.

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9
Q

Ways to Practice Corporate Social Responsibility

A

Economic
Environmental
Social

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10
Q

Image Destroying Activities

A
  • Discrimination
  • harassment
  • pollution
  • misleading communications
  • deceptive communications
  • offensive communications
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11
Q

Image Building Activities

A
  • empowerment of employees
  • charitable contributions
  • sponsoring local events
  • selling environmentally safe products
  • outplacement programs
  • support community events
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12
Q

Cause Related Marketing (CRM)

A

Benefits include:
-intangible elements - goodwill and top of mind
-increased business
-can create a favorable image of the business
-can change consumers perceptions of the business
BUT, one cause may be liked by one person and not the other which makes picking a cause to support difficult

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13
Q

Cause examples

A
  • improving public schools
  • dropout prevention
  • scholarships
  • cleaning up the environment
  • community health education
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14
Q

Consumers are NOT willing to sacrifice:

A
  • price
  • quality
  • convenience
  • availability
  • performance
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15
Q

Sponsorships

A

The firm pays money to sponsor some group, or something that is part of an activity.
Sponsorship marketing can:
-build brand equity
-produce positive feelings transferred to brand

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16
Q

Sponsorship Marketing Objectives

A
  • enhance company image
  • increase firm visibility
  • differentiate a company or brand
  • showcase specific goods or services
  • develop a closer relationship with current and prospective customers
  • unload excess inventory
17
Q

Product Placement

A 
Planned insertion of a brand or product into a movie, television show and some other media program with the purpose of influencing viewers.
They:
-increase awareness
-create a more positive feeling toward brand
-no immediate impact on sales
-have a low cost per viewer
Examples: 
- ET and Reese's Pieces
18
Q

Branded Entertainment

A

The integration of entertainment and advertising by embedding brands into the storyline of a movie, television shows, or other entertainment medium.
Use increased sharply with reality shows.

19
Q

Buzz Marketing

A 
AKA word of mouth advertising.
Major emphasis is for consumers to pass along information about a product or service.
It works because:
-people trust someone elses opinion
-people like to give their opinion
20
Q

Four Pillars

A
  • Identify Stakeholders
  • Study stakeholders
  • Prioritize stakeholders
  • Contact stakeholders
21
Q

Reactive Strategies

A
  • Pre-emptive action
  • Offensive response
  • Defensive response
  • Diversionary response
  • Vocal commiseration
  • Rectifying behavior
  • Deliberate inaction
22
Q

Preemptive Action

A

Action taken before the opposition launches its charge

Prebuttal - releasing the bad news itself

23
Q

Offensive Resonse

A
  • Attack
  • Embarrassment
  • Shock
  • Standing Firm
  • Threat
24
Q

Defensive Response

A
  • Denial
  • Excuse
  • Justification
  • Reversal
25
Q

Diversionary Response

A
  • Concession (giving the public something they want)
  • Ingratiation (charming its publics)
  • Disassociation (distance from the wrong doing)
  • Relabeling (renaming a negative label)
26
Q

Vocal Commiseration

A
  • Concern (not indifferent to a problem without admitting guilt)
  • Condolences (expresses grief over someones loss or misfortune)
  • Regret (admitting sorrow and remorse)
  • Apology (accepting full responsibility and asking for forgiveness)
27
Q

Rectifying Behaviour

A
  • Investigation (examining the situation)
  • corrective action (taking steps to contain a problem)
  • restitution (making amends by compensation or restoring a situation)
  • Repentance (change of heart and action)

Integrated Marketing Communications (5 decks)

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