Chapter ElevenRelationship Building :

Public RelationsSponsorship

Corporate Advertising

Presenting to: Mr.Fahad Mehmood

Presenting by:Maria Naz --- 24

Qurat-ul-Ain --- 31

“_____A mutual affiliation or connection between individuals or groups of people or entities.______”

“____Individuals mutual connection.____”

What is Relationship Building?

“_____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

oTo manage a company’s reputationoTo help in building public consent for

enterpriseso Help in Relationship marketingo To develop and maintain goodwill with

publicso To improve public opiniono Helps in Integrated marketing

communications

Functions of Public Relations

o News Releaseo Press Kito Photoso Features/Articleso Printed Materialso House Organo Exhibitionso Bulletin Boardso Audio visuals material

Tools of Public Relations

“______ When PR activities are used for marketing purposes, this term is called marketing

public relations.______”

Marketing Public Relations (MPR)

Raise Awareness Inform and educate Improve understanding Create a climate of consumer acceptance

Give reason to Buy

Objectives of Marketing Public Relations (MPR)

Public Relations Advertising

• Non-Paid • Paid

• High Credibility Level • Low Credibility Level

• Objective is to create goodwill.

• Objective is promotion of sales.

• Distinctive management function

• Mass media Content

• Short Shelf Life • Long Shelf Life

• Nose for News • Creativity

Difference b/w PR and Advertising

Publicity

“____A major activity of PR to generate news about a person, product or service that appears in print or e-media is known

as Publicity._____”

Objectives:o Marketingo Enhance Reputation

Press Agentry

“____ The planning and staging of events to generate publicity is called press

agentry.____”

Stakeholderso In Print Mediao In E-Media

Crisis Management

“______How to plan and remove risk and uncertainty from a negative and gain

control?______” Crisis Communications

“_____Creating a dialogue between an organization and its public prior to, during

and after a negative occurrence.______”

Crisis Communications Management

o Detectiono Preventiono Containmento Recoveryo Learning

Elements of Crisis Communications Management

“____ A cash or in-kind fee paid to a property (which may be a sports,

entertainment, or nonprofit event or organization) in return for access to the exploitable commercial potential associated with that property____”

Sponsorship

Public approval Customer’s involvement Face to Face access to current or potential

customers Enhance the Company’s public Image

Benefits of Sponsorship

Costly Clutter Loss of Credibility

Drawbacks of Sponsorship

Sports marketing Entertainment Festivals, Event marketing Arts & Culture

Types of Sponsorship

“____Advertising that is more public relations than sales promotion has

an objective that is to build a firm's corporate image, reputation,

and name-awareness among the general public or within

an industry is called corporate advertising._____”

Corporate Advertising

Corporate Advertising Covers the broad area of non product advertising including:

Public Relations advertising Institutional Advertising Corporate identity advertising Recruitment Advertising

“____Advertising by a corporation that focuses on public interest but maintains a relationship to the

corporation's products or agencies is called Public Relations

Advertising.____”

Public Relations advertising

Uses of PR ads:

o To improve company’s relations with its Publics

o To promote the programs and it sponsorshipo To enhance their community citizenshipo To create public goodwill

“_____The promotional message aimed at creating an image, enhancing reputation, building goodwill, or advocating an idea or the philosophy of an organization, instead of sales promotion. When employed by an organization to market itself (instead of its

products), it is called Institutional advertising.____”

Institutional Advertising

Purposes to use Institutional Advertising

oTo report company’s accomplishmento Position the company competitively in the marketoReflect a change in corporate personalityo Improve employee moraleoAvoid communications problems with company’s

Public

“_____What dose a Company do When its changes its name, Logos,

trademarks or corporate signatures, as when it merges with another

company? This is the job of corporate advertising._____”

Corporate Identity Advertising

“_____An advertisement for a job position, where the company goes

looking for a employee instead of the employee searching out a company

is known as Recruitment Advertising._____”

Recruitment Advertising

Placing Of Recruitment ad

o Appears at classified help-wanted sectiono By Human Resource Department