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The deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation and its publics.
Publics defined
Figure 19.1
Marketing PR: Long-term strategic image building, developing credibility, raising the organisations profile, and enhancing other marketing activities.
Corporate PR: Long-term relationship building strategy with various publics. Short-term tactical response to an unforeseen crisis.
PR techniques
Figure 19.2
Publicity versus advertising Advantages of publicity over advertising: Credibility - advertising is paid for whilst publicity is seen as free. Reach - PR can achieve an incredible level of reach. Excitement - Publicity is about news and can generate its own excitement.
Disadvantage of publicity over advertising: Uncontrollability - publicity is in the hands of the media.
Briefings.
OHT 19.9
OHT 19.10
Figure 19.3
Corporate reputation
Concerned with how people feel about a company based in whatever information (or misinformation) they have on company activities, workplace, past performances and future prospects.
Fombrun, 2000
Figure 19.4
Source: based on the value to be found in Corporate Reputation Financial Times 4th Dec., Fombrun (2000).
Corporate identity
Figure 19.5
Figure 19.6
Figure 19.7
Sponsorship
A business relationship between a provider of funds, resources or services and an individual, event or organisation which offers in return some rights and association that may be used for commercial advantage.
BDS Sponsorship
Types of sponsorship
Role of sponsorship
To support the broader PR strategy. Provide a venue for meeting key customers/suppliers. Improve awareness and attitudes towards company or individual brands. Support employee, government and company relations. Support wider marketing objectives. Capture imagination of publics.
Figure 19.8
Media exposure measurement. Assessing communication results. Measuring sale results. Feedback from particular groups.