university of washington emba program marketing management “public relations ” instructor:...
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University of Washington EMBA Program
Marketing Management
“Public Relations ”
Instructor: Elizabeth Stearns
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Elements in the Communications Process
Source(Encodes Message)
MessageMessageChannel
Receiver(Decodes Message)
Noise
Feedback
Harcourt, Inc
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Marketing Plan Review
Analysis of promotional program situation
Analysis of the communication process
Budget Determination
Develop integrated marketing communications program
Advertising Direct Marketing Sales Promotion PR/ Publicity Personal Selling
•Create Awareness
•Develop Attitudes
•Change Attitudes
•Inform
•Persuade
•Generate a Sale
•Generate a Lead
•Qualify a Lead
•Enhance a db
•Relationship
Building
•Create Excitement
•Stimulate
demand/sales(short
term)
•Support sales
force/trade/customer
•(selling and buying)
•Fostering
Goodwill between
co. and publics•Brand Awareness•Build Attitudes•Encourage
purchase behavior
•Influence purchase needs•Educate consumers•Provide Product usage/marketing assistance/•After sale service and support
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Objectives of PR/Publicity
• Fostering Goodwill between co. and publics• Brand Awareness• Build Attitudes• Encourage purchase behavior
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Specific Forms of Public Relations
• Proactive PR-– Is dictated by a company’s marketing
objectives; it is offensive rather than defensive and opportunity-seeking rather than problem-solving
• Reactive PR-– Describes the conduct of public relations in
response to outside influences
Harcourt, Inc.
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ReactiveThe good, the OK, and the ugly
• Johnson & Johnson Tylenol• Alaska Airlines, Swiss Air• Odwalla• Union Carbide• Volvo and “The Monster Mash” (truth in advertising)• Microsoft, Hertz• TWA, Exxon
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PR Activities and Functions
•Publications•Advice and Counsel•Publicity•Relations with Various Publics•Corporate Image Advertising•Public Opinion•Miscellaneous
The Dryden Press
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Various Publics with Which Public Relations Interacts
CorporatePublic
Relations
Employees
Suppliers
Stockholders
Governments
General Public
Labor Groups
Citizen ActionGroups
Consumers
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MultinationalCorporation
PRESSStockholders
Investment Community
Competitors
Suppliers
Special Interest Groups
Community Neighbors
International CommunityBank Insurers
Trade Associations
Dealers/Distributers
Customers
Federal, State, Local Legislators
Regulatory Authorities
Academic Community
Labor Unions
Board of Directors
Clerical Employees
Employee Families
Managers/ Supervisors
PR Audiences—Internal and External
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Public Relations Tools
Controlled Media(Company Controls the use and placement)
•House Ads•Public Service Ads•Corporate or institutional and advocacy advertising•Publications: brochures, flyers, magazines, newsletters•Annual Reports•Speakers•Photographs•Films, videos, CD-ROMs•Displays, exhibits•Staged events
Uncontrolled Media(media control the use and placement)
•The news release (print, audio, video, e-mail, faxes•Features (pitch letters)•Fillers, historical pieces, profiles•The press conference and media advisory (media kits, fact sheet, background information)•Media tours•Bylined articles, op/ed pieces, letters to the editor•Talk and interview shows•Public service announcements
Controlled and Uncontrolled Media•Electronic communication (web sites, chat rooms)
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“Managing the Crisis you Tried to Prevent,”Norman R. Augustine”
• Stage One: Avoiding the Crisis– “Next week there can’t be any crisis. My schedule is
already full.” Henry Kissinger
• Stage Two: Preparing to Manage the Crisis– “Today my stockbroker tried to get me to buy some ten year
bonds. I told him, ‘young man, at this point I don’t even buy green bananas.’ ” The late congressman Chet Holifield
• Stage Three: Recognizing the Crisis– “If you can keep your head when all about you are losing
theirs, it’s just possible you haven’t grasped the situation” Humorist Jean Kerr
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“Managing the Crisis you Tried to Prevent”,Norman R. Augustine
• Stage Four: Containing the Crisis– “When you come to a fork in the road, take it.”
Yogi Berra
• Stage Five: Resolving the Crisis– “Even if you’re on the right track, you’ll get run
over if you just sit there.” Will Rogers
• Stage Six: Profiting from the Crisis– “Experience is the name everyone gives to their
mistakes.” Oscar Wilde
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PR’s Top 6 Firms Worldwide
Firm Employees Fees (Millions)1. Burson-Marsteller 2,200 $266
2. Hill & Knowlton 1,478 189
3. Shandwick 1,742 159
4. Porter Novelli 1,331 148
5. Fleishman-Hilliard 1,115 135
6. Edelman 1,332 134
Inside PR, vol 4(15), March 2, 1998
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Forms of Sponsorship Marketing
• Cause-Related Marketing (CRM)
– Is corporate philanthropy based on profit-motivated
giving (e.g. Statue of Liberty & AMEX)
• Event Marketing
– Is a form of brand promotion that ties a brand to a
meaningful athletic, entertainment, cultural, social ,
or other type of high-interest public activity.
Harcourt, Inc.
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Corporate Advertising
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Corporate Advertising
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Response to Environmental Problems
Cause-Oriented Programs
Packaging response
Green advertising
Point-of-Purchase
Seal-of-Approval programs
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Green Advertising
• Relationship between product and environment
• Promote a green lifestyle
• Corporate responsibility
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Green Advertising
Mercedes-Benz
Leo Burnett Company, Inc.
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Thank you!