Public Relations & Sponsorships Flashcards
The management function that focuses on the relationships and communications that individuals and organizations have with other groups for the purpose of creating mutual goodwill
Public Relations (PR)
“Groups” aka “stakeholder” aka “publics” include (4)
Consumers
Employees
Stockholders
Community, etc.
PR manages communication between stakeholders (publics)to: (3)
Develop goodwill
Affect public opinion
Improve reputation
Good PR creates (3)
Mutual understanding
Positive outcomes
Good long term relationships
Advertising (perceived bias)
Ads delivered by purchased media
Public Relations (Perceived bias)
PR messages not openly sponsored
Advertising (precision and results)
Ads placed for reach and frequency
Public relations (precision and results)
PR picked up by external media
Advertising (practitioner goals & orientation)
Ad industry focuses on marketing communications
Public relations (practitioner goals & orientation)
PR pros consider all corporate communications
In support of marketing, PR can (6)
Raise awareness Inform and educate Build trust Build relationships Give people reasons to buy Create a climate of consumer acceptance
PR person must (4)
Monitor, measure, and analyze changes in attitudes among publics
Assess how company policies and actions relate to different publics
Determine PR objectives and strategies
Develop and implement a mix of PR activities
This PR function deals with internal relationships - the part of PR that builds and maintains a mutually beneficial relationship between managers and the employees on whom an organizations success depends
Employee communication
Examples of employee communication (5)
Mission statements Policy documents (handbooks) Ethics statements Training materials Publications -Newsletters -emails
This PR function involves the generation of news about a person, product, or service
Must be newsworthy, may be planned or unplanned, may be positive or negative
Publicity
Examples of newsworthy publicity
New product intros, awards, company earnings, mergers, etc.
Which has a greater return on investment and why?
Publicity and advertising
Publicity
-you’re not paying for it and you’re getting credible, believable news story
This function of PR is used when you need PR to reach audiences other than the consumers targeted by marketing
It is not to sell products, but to inform or influence public opinion
Advertising
Advertising for PR can be used to (3)
Promote sponsorships
Create awareness of community involvement
Handle crisis
This is no product advertising aimed at increasing awareness of a company and enhancing its image
Corporate/institutional advertising
Corporate/institutional advertising can be used to (4)
Develop awareness
Attract investors
Improve image
Attract quality employees
Advertising to familiarize the public with a company’s name, logos, or trademarks, especially after any of these elements are changed
Corporate identity advertising
This function of PR creates newsworthy stories and events to attract media attention to gain public notice
Their goal is to “create” news, often used in political campaigns
This helps bring attention to new products or services or portray their organizations favorably
Press age try
This function of PR builds and maintains organizational relationships with governmental agencies and community stakeholder groups to influence public policy
Aka the government side of PR
Public affairs and lobbying
This is a specialized part of public affairs that deals with building and maintaining relations with government, primarily to influence legislation and regulation
Lobbying
This function of PR helps organizations respond to negative situations and to dialog with stakeholders affected by perceived and actual consequences of crises
Designed to protect and defend a company during a public challenge to its reputation
Crisis communication
Key to crisis communications (3)
Have a plan!
Act quickly, but wait for facts
Be open and candid
This function of PR builds and maintains relationships with the community by contributing to the community’s social and economic development
Community involvement
This function of PR builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize market value
Investor relations
This PR function is responsible for
Providing information to financial publics
Annual and quarterly reports
Responding to requests for financial information
Tracking market trends
Investor relations
This function of PR focused on building and maintaining relationships with donors, volunteers, and members to secure financial and volunteer support
Particularly important in nonprofits
Development
3 other PR activities
Speechwriting
Publication
Social media
Typewritten sheet of information issued to print and broadcast outlets to generate publicity or shed light on a subject of interest
Meant to pique the interest of journalists
Press release
7 tips of writing a great press release
Grab attention w a good headline Get to the point Include hard numbers Include quotes Include contact info Provide access to more info One page is best
Package of publicity materials used to give information to the press
Press kit
5 ways to pitch smarter
Spend time in a newsroom Connections are everything Write “ledes” and teases Pitch people, not products Do your homework
Cash or in-kind payment for a commercial opportunity
Sponsorship
Partnership between for profit and nonprofit
Type of sponsorship
Cause marketing
Advantages of sponsorship (8)
In-person access to customers Rising cost of traditional media Fragmented media audience Diversity of leisure activities Efficient way to reach groups Stakeholders get involved Reinforcement of position Loyalty promotes sales
Drawbacks of sponsorship (3)
Cost can be too high for a single sponsor
Cosponsorship events can be cluttered
Return on investment hard to gauge
Types of sponsorship (6)
Sports Entertainment Causes Arts Festivals, fairs, and annual events Venue marketing
What type of sponsorship is about 68% of all sponsorship $?
Sports
Sports are what % of all sponsorship $?
68
How to select an event for sponsorship? (4)
Can the sponsorship be exclusive?
Demographics should match target market
Event should be consistent with brand positioning
Association of the product with the event should ideally offer or suggest a meaningful sales campaign or theme to concurrently
How to measure sponsorship results?
Measures changes in awareness or image through pre- and post sponsorship research surveys
Measure spending equivalencies between free media exposure and comparable advertising space or time
Measures changes in sales revenue with a tracking device such as a coupon
