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•Public Relations
Sales Promotion
Events, and Sponsorships•Public Relations•what PR is and how it differs from advertising•most common types of PR programs•Analyze the key decisions in PR planning•Explain the most common types of PR tools•Discuss the importance of measuring the results of PR efforts•The Practice of Public Relations•Used to generate goodwill for an organization•Helps an organization and its publics relate to each other•Comparing Public Relations and Advertising•Media use•Control•Credibility•Public relations people seek to persuade media gatekeepers to carry stories about their companies•This aspect of PR is called publicity•Comparing Public Relations and Advertising•Media use•Control•Credibility•In the case of news stories, public relations people are at the mercy of the media gatekeeper•Advertising runs exactly as the client who paid for it has approved•Comparing Public Relations and Advertising•Media use•Control•Credibility•The public tends to trust the media more than they do advertisers•Implied third-party endorsement•Types of Public Relations Programs•Media relations•Employee relations•Financial relations•Public affairs•Fund-raising•Cause marketing•Focuses on developing media contacts•Knowing who in the media might be interested in the organization’s story•Types of Public Relations Programs•Media relations•Employee relations•Financial relations•Public affairs•Fund-raising•Cause marketing•Programs that communicate information to employees•Internal marketing–Communication efforts aimed at informing employees about marketing programs••Types of Public Relations Programs•Media relations•Employee relations•Financial relations•Public affairs•Fund-raising•Cause marketing•All communication efforts aimed at the financial community•Types of Public Relations Programs•Media relations•Employee relations•Financial relations•Public affairs•Fund-raising•Cause marketing•Corporate communication programs with government and with the public on issues related to government and regulation–Lobbying–Issue management•Types of Public Relations Programs•Media relations•Employee relations•Financial relations•Public affairs•Fund-raising•Cause marketing•The practice of raising money by collecting donations•Types of Public Relations Programs•Media relations•Employee relations•Financial relations•Public affairs•Fund-raising•Cause marketing•When companies associate themselves with a cause, providing assistance and financial support•Public Relations Planning•Research and SWOT analysis•Targeting•Objectives and strategies•The Big Idea•PR’s Role in IMC•Public Relations Tools•Controlled media•Uncontrolled media•Semicontrolled•Advertising
•House ads•Public service announcements•Corporate advertising•Public Relations ToolsPublicity
•News releases•Press conferences•Media tours•Publications
•Pamphlets•Booklets•Annual reports•Books•Bulletins•Newsletters•Inserts and enclosures•Position papers•Public Relations ToolsVideos/DVDs,
CDs, Books
•Ideal tools for distributing in-depth informationSpeakers and Photos
•Speaker’s bureau–A group of articulate people who will talk about topics at the public’s request•PR departments maintain file of photos to provide to the public•Public Relations ToolsDisplays and Exhibits
•Booths•Racks and holders for promotional literature•Signage•Special Events/Tours
•Celebrate company milestones–Open houses–Birthday celebrations–Corporate sponsorship of events•Public Relations ToolsOnline Communication
•Intranet–Connects people within an organization•Extranet–Connects people in one business with its business partners••External communication•Internal communication•Web challenges•Effectiveness and PR Excellence•Evaluation is based on setting measurable objectives in the beginning•Practitioners track the impact of a campaign in terms of output and outcome•Factors of Excellent PR
•14 factors of excellent PR grouped into four categories–Program level–Departmental level–Organizational level–Effects of excellent PR••Explain the principles that drive the use of sales promotion•List and explain the use of various consumer promotions•Summarize the types and purposes of trade promotions•Describe the use of other types of promotions•Explain the strategic use of promotions in marketing•Sales Promotion•A marketing discipline that utilizes a variety of incentive techniques to structure sales-related programs that generate a specific, measurable action or response•Growth in Sales Promotion•Pressure for short-term profits•Need for accountability•Easy to evaluateMove to Sales Promotion
•Consumer behavior•Pricing•Market share•Parity products•Power of the retailer•Consumer Promotions•Price deals•Coupons•Refunds and rebates•Sampling•Contests and sweepstakes•Premiums•Specialties•Temporary price reduction or sale price–Cents-off
