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Public Relations, Corporate

Advertising, and Sponsorship
General Public Relations (PR)

Is an organizational activity involved

with fostering goodwill between a firm
and all of its various publics

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Role of PR

Traditional role New role

Maintain mutually Work together

beneficial with the
relationships marketing
between the department
organization and Contribute to the
its publics IMC process in a
Act as a way that is
management consistent with
communications marketing goals
function 3
Marketing Public Relations (MPR)

Involves an organizations interactions

with actual or prospective customers
Are more credible and less expensive
in comparison with advertisements
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
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 MPR in Practice: LOTTE XYLITOL

LOTTE XYLITOL

LOTTE XYLITOL
XYLITOL
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Proactive MPR

A tool for
communicating a
brands merits
Used in conjunction
with other IMC tools
such as advertising
and sales promotions
Dictated by a firms
marketing objectives
Offensively oriented
and opportunity
seeking

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Forms of Proactive MPR(1): Product Release

Announce new Uniqlo 2015 UV

products
Provide relevant
information, features
and benefit
Audiovisual product
releases (video news
releases, or VNRs)
gained wide usage

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Forms of Proactive MPR(2): Press releases

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Forms of Proactive MPR (3): Feature Article

Detailed descriptions of products or other newsworthy programs

Written for immediate publications or airing
Inexpensive to prepare

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Reactive MPR and Crisis Management

Reactive MPR
Addresses factors in a
products defects and failures
Provides responses to
unanticipated market events
Aims to repair firms reputation,
prevent market erosion, and
regain lost sales
Crisis Management
Provides quick and positive
responses to negative publicity
to reassure consumers and
lessen the damage following
negative publicity
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A Response to Negative Publicity

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Criteria for Measuring PR Effectiveness

Ratio of positive to negative articles Percentage of

positive and
negative articles
Number of impressions . . . by . . .

Over time Subject

On the target audience
Publication
On specific target audiences
Reporter
Percentage of . . Target
audience
Positive articles over time

Negative articles over time

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Corporate Advertising

An
An extension
extension of
of the
the PR
PR
function
function

Does
Does not
not promote
promote aa specific
specific
product
product or
or service
service

Promotes
Promotes the
the organization
organization

Assuming a
Image Seeks
position on an
enhancement involvement
issue or cause

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Toyota 2005 Corporate Ad

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Advocacy Ad (or issue ad)

Sponsored by
an
organization to
bring attention
to what they
consider to be
an important
issue
Indirectly
supports the
sponsors
interests

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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

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Event Sponsorship

A form of brand promotion that ties

a brand to a meaningful public
activity

2014 SHARES OF NORTH AMERICAN SPONSORSHIP MARKET

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Entertainment Tour

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Arts and Festivals Sponsorship

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