Week 7 Marketing Communication in Dealing with negative WOM Flashcards
Define Public Relations.
Fosters goodwill between a firm and its many constituent groups.
Who are constituent groups?
customers, clients, (b2b)
What are the objectives of Public Relations?
- Promoting goodwill
- Promoting a product or service
- Preparing internal communications
- Counteracting negative publicity
- Lobbying
- Giving advice and counsel
What does PSA stand for?
Public Service Announcement.
2 Factors of Press Releases.
- Vital to community building and event marketing
2. Often synergize well with social media
List the tools of public relations.
- Feature stories
- Company newsletters/e-newsletters
- Interviews and press conferences
- Sponsored events
- Publicity
Define Feature stories.
Offer a journalist the opportunity to do a lengthy article with exclusive rights to the information.
Define Company newsletters/e-newsletters.
In-house publications that disseminate positive information about a firm through its employees.
Define Interviews and press conferences.
Used in a crisis management situation or to make important announcements.
Define Sponsored events.
Make the events more financially beneficial to consumers.
Define Publicity.
Free media exposure about a firm’s activities or brands.
-heightened credibility
What marketing objectives guides Proactive PR strategy.
- Seeks to publicise a company and its brands
- Aims to build goodwill for the brand
Define Reactive PR strategy.
- Focuses on problems to be solved > opportunities
- Requires a company to take defensive measures
Define Proactive PR audit.
Identifies the characteristics or aspects of a firm’s activities that are positive and newsworthy.
Define Proactive PR plan.
Identifies the objectives and activities related to the PR communications issued by a firm.
What does Proactive PR plan consists of?
- Situation analysis
- Program objectives and program rationale
- Communications vehicles
- Message content
Define Reactive PR audit.
Gives a firms informations to issue public statements based on current and accurate data.
Identification of vulnerabilities.
Recognise areas where the firm has weaknesses that can negatively affect its relationship with constituents.
What is influencer marketing?
Series of personalised marketing techniques directed as individuals or groups who have the credibility and capability to drive positive word of mouth.
Factors of professional influencer programs.
- Attempt to influence professionals
- May require long-term commitments
- Must instruct the influencer of the influencer’s responsibility for: disclosing material connections, monitor what the influencers are saying, & follow up to address improper or questionable practices.
- See FTC endorsement guides.
What are some Peer-to-peer influencer programs?
- WOM
- Buzz marketing
- Viral marketing
- Cultivating connectors
Define WOM.
Encouraging consumers to talk to each other about a firm’s brand.
Define Buzz marketing.
Firm’s marketing activities gain widespread media coverage and become a source of conversation in households, between friends, or at work.
e.g. pokemon go
Define Viral marketing.
Consumers marketing to consumers via the Web or through personal contact, stimulated by a firm marketing its brand.
Define Cultivating connectors.
Identifying and developing agents who positively tout a firm’s brand, thus creating a buzz.
What are the 5 key Ts to generate buzz?
- Talkers
- Topics
- Tools
- Taking part
- Tracking
Define Talkers.
People who are predisposed to talk about brands in general.
Define Topics.
Cool story or breaking news.
Define Tools.
Should be linkable, portable, and should travel across the internet.
Define Taking part.
Become a part of the conversation.
Define Tracking.
Measure the outcomes.
Define Corporate Advertising.
Aims to establish a favourable attitude toward a company as a whole.
What are the objectives of corporate advertising?
- Build the image of the firm
- Boost employee morale or attract new employees
- Communicate an organisation’s views
- Position the firm’s products against competition
- Play a role in integrated brand promotion
Give an example of Corporate Image Advertising.
Apple advertising the whole image of their brand instead of just one product.
List the types of Corporate Advertising?
- Cause-related advertising
- Green marketing
- Corporate image advertising
- Advocacy advertising
Define Cause-related advertising.
- Features a firm’s affiliation with a social or societal cause.
- Takes place as part of the cause-related marketing efforts of a firm
Define Green marketing.
Corporate efforts that embrace a cause or a program in support of the environment.
Define Corporate image advertising.
Enhances the overall image of a firm among important constituents.
Define Advocacy advertising.
- Establishes an organisation’s position on important social or political issues.
- meant to influence public opinion
- controversial products (alcohol, cigarettes)
How does risk, issues and crisis management work?
- Risk assessment involves knowing who are your vulnerable audience
- Risks leads to issues. Multiple parties involved.
- Crisis management occurs after issue gets out of hand. When problem becomes widely discussed that it damages company’s reputation.
Define risks.
things, forces, or circumstances that pose danger to people or to what they value.
Define issue management.
Seeks to avoid a crisis from occurring alongside actions such as audits, risk assessment and environmental scanning.
List the features of formal issues management.
- Involvement of external parties.
- No black-and-white answer.
- Likely involvement of public policy or regulation.
- Emotion rather than data likely to prevail.
- Occurring in public, or via news media.
- With greatest risk or failure or becoming a crisis that threatens the entire organisation.
What does the Crisis management plan consist of?
- Thorough discussion
- Healthy environment
- Establish boundaries
- Recovery
What are the 4 postures of the 10 most common crisis responses?
- Denial
- Diminishment
- Rebuilding
- Bolstering
What does Denial consist of?
- Attack the accuser: confront those saying negative things
- Denial: deny any responsibility
- Scapegoating: Name some other party for the crisis
What does Diminish consist of?
- Exercise minimise organisational responsibility by denying the intention to do harm or denying the ability to control the situation.
- Justification attempt to minimise the perception of the damage inflicted by the crisis
What does Rebuild consist of?
- Compensation: give victims aid, material goods, or money
- Apology: publicly take responsibility for the crisis and ask for forgiveness.
What does Bolstering consist of?
- Reminding: remind stakeholders of past organisational good works
- Ingratiating: phrase stakeholders for helping during the crisis
- Victimage: indicate the organisation is also a victim in the crisis.
If you have better self-disclosure?
People will be more accepting .
