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This document discusses various types of public relations and marketing-oriented public relations strategies. It covers general PR, marketing PR, the differences between PR and advertising, proactive and reactive PR approaches, forms of proactive PR like product releases and executive statements. It also discusses crisis management, rumors, word-of-mouth marketing, buzz marketing, sponsorship marketing, event sponsorships, and cause-related marketing.
This document discusses various types of public relations and marketing-oriented public relations strategies. It covers general PR, marketing PR, the differences between PR and advertising, proactive and reactive PR approaches, forms of proactive PR like product releases and executive statements. It also discusses crisis management, rumors, word-of-mouth marketing, buzz marketing, sponsorship marketing, event sponsorships, and cause-related marketing.
This document discusses various types of public relations and marketing-oriented public relations strategies. It covers general PR, marketing PR, the differences between PR and advertising, proactive and reactive PR approaches, forms of proactive PR like product releases and executive statements. It also discusses crisis management, rumors, word-of-mouth marketing, buzz marketing, sponsorship marketing, event sponsorships, and cause-related marketing.
Is an organizational activity involved with fostering goodwill between a firm and all of its various publics Employees, suppliers, stockholders, governments, the public, labor groups, citizen action groups, and consumers Marketing Public Relations (MPR) Involves an organizations interactions with actual or prospective customers Performs an increasingly important marcom function for both B2C and B2B firms Are more credible and less expensive in comparison with advertisements MPR versus Advertising PR (or MPR) in Integrated Marcom Has been the subject of much debate Has traditionally been specialized and limited Has credibility that can be used to introduce new products using little advertising Works best for capturing the attention of the media when introducing new and innovative products Drawbacks to MPR Not all products can rely on publicity Free publicity lasts only as long as the product is newsworthy Marketing-Oriented Public Relations (MPR) Proactive MPR Is a tool for communicating a brands merits Is used in conjunction with other marcom tools such as advertising and sales promotions Is dictated by a firms marketing objectives Is offensively oriented and opportunity seeking Reactive MPR Is the conduct of public relations in response to outside influences Provides a quick response to repair firms reputation, prevent market erosion, and regain lost sales Forms of Proactive MPR Product Announce new products Releases Provide relevant information, features and benefit Audiovisual product releases (video news releases, or VNRs) gained wide usage
Executive- Quoting CEOs and other corporate executives
Statement May address a wide variety of issues (News) Published in the news section Releases Carry a significant degree of credibility
Feature Detailed descriptions of products or other
Articles newsworthy programs Written for immediate publications or airing Inexpensive to prepare Reactive MPR and Crisis Management Reactive MPR Addresses factors in a products defects and failures Provides responses to unanticipated market events Crisis Management Provides quick and positive responses to negative publicity to reassure consumers and lessen the damage following negative publicity The Special Case of Rumors and Urban Legends
Types of Rumors
Commercial Conspiracy Contamination
Rumors Rumors Rumors What Is the Best Way to Handle a Rumor? Antirumor Campaign Activities: 1. Deciding on the specific points in the rumor that need to be refuted 2. Emphasizing that the conspiracy or contamination rumor is untrue and unfair 3. Picking appropriate media and vehicles for delivering the antirumor message 4. Selecting a credible spokesperson Word-of-Mouth Influence Word-of-Mouth (WOM) Is both complex and difficult for brand managers to attempt to control Factors Affecting WOMs Influence Tie strength of interpersonal relationships of persons in B2C and/or B2B social networks How well marketing communicators use advertising and buzz efforts to stimulate positive WOM The amount of prestige accorded by others to opinion leaders and markets mavens who act as informers, persuaders, and confirmers Preventing Negative WOM Manufacturers Providing detailed warranty and complaint-procedure information on labels or in package inserts Retailers Employees with positive attitudes Store signs and inserts in monthly billings Offer toll-free numbers and e-mail addresses Creating Buzz Buzz Creation Is the systematic and organized effort to encourage people to talk favorably about a particular brand either over the fence or over the Internetand to recommend its usage to others who are part of their social network Proactive Efforts Guerrilla marketing Viral marketing Diffusion marketing Street marketing Generating Buzz Is Akin to Creating an Epidemic
Rules for Reaching
the Buzz Tipping Point
Law of the Few Stickiness Factor Power of Context
Sponsorship Marketing Sponsorship Is an exchange between a sponsor [such as a brand] and a sponsee [such as a sporting event] whereby the latter receives a fee and the former obtains the right to associate itself with the activity sponsored Is the marketing of the association by the sponsor Both activities are necessary if the sponsorship fee is to be a meaningful investment Why the Growth in Sponsorships Sponsorships Help firms to avoid the clutter in advertising media Help firms respond to consumers changing media habits Help firms gain the approval of various constituencies Can enhance brand equity by increasing consumer awareness and by enhancing the brands image Enable marketers to target their marcom efforts to specific geographic regions and lifestyle groups Event Sponsorship Event Sponsorship 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 Factors in Selecting Sponsorship Events Image matchup Target audience fit Sponsor misidentification Clutter Complement other marcom efforts Economic viability Event Sponsorship (contd) Creating Customized Events Choosing to develop events rather than sponsoring existing events Provides a brand total control over the event Can be more effective but less costly Ambushing Events Occurs when companies that are not official sponsors undertake marketing efforts to convey the impression that they are Event Sponsorship (contd) Measuring Success The brand marketer must specify objective(s) that the sponsorship is intended to accomplish. In measuring the results, there has to be a baseline against which to compare some outcome measure. This baseline is typically a premeasure of brand awareness, brand associations, or attitudes prior to sponsoring an event. Measure the same variable (awareness, associations, etc.) after the event to determine whether there has been a positive change from the baseline level. Cause Sponsorships Cause-Related Marketing (CRM) Entails alliances that companies form with nonprofit organizations to promote their mutual interests. Based on the idea that a firm will contribute to a cause every time the customer undertakes some action that supports the firm and its brands Requirements for Successful CRM FitDoes the brand naturally related to the cause? AccountabilityWill the CRM yield sufficient returns on investment or achieve non-financial objectives Cause Sponsorships (contd) Benefits of Cause-Related Marketing (CRM) Enhances corporate or brand image Thwarts negative publicity Generates incremental sales Increases brand awareness Broadens customer base Reachs new market segments Increases sales at retail level