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PR, Publicity, and Corporate Advertising Overview

Chapter 17 discusses the evolving role of public relations (PR) in organizations, emphasizing collaboration with marketing and integration into the Integrated Marketing Communications (IMC) process. It outlines steps to develop a PR plan, the advantages and disadvantages of PR, and the distinction between PR and publicity. Additionally, it covers corporate advertising, its controversies, and types, highlighting the challenges and perceptions surrounding it.

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4 views10 pages

PR, Publicity, and Corporate Advertising Overview

Chapter 17 discusses the evolving role of public relations (PR) in organizations, emphasizing collaboration with marketing and integration into the Integrated Marketing Communications (IMC) process. It outlines steps to develop a PR plan, the advantages and disadvantages of PR, and the distinction between PR and publicity. Additionally, it covers corporate advertising, its controversies, and types, highlighting the challenges and perceptions surrounding it.

Uploaded by

bookendswithus
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

1

Chapter 17
PR, PUBLICITY AND CORPORATE
ADVERTISING

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
1. ROLE OF PR
2

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
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
STEPS TO DEVELOP A PR PLAN
3

Define public relations


problems

Plan and program

Take action and communicate

Evaluate the program

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
TOOLS FOR IMPLEMENTING
4

THE PR PROGRAM

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
ADVANTAGES AND
5

DISADVANTAGES OF PR
ADVANTAGES DISADVANTAGES
• Credibility • Potential for incomplete
communication process
• Cost
• Lack of connection
• Avoidance of clutter between receiver and
• Lead generation sender
• Ability to reach specific • Lack of coordination with
groups marketing unit

• Image building • Erratic, redundant


communications
2. PUBLICITY
6

• Generation of news about a person, product, or


service that appears in broadcast or print
media
• Differs from public relations by:
• Being a short-term strategy
• Not always being positive
• Not always being controlled or paid by the organization

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
PROS AND CONS OF PUBLICITY
7

PROS CONS
• Substantial credibility • Lack of control
• News value • Timing
• Significant word-of- • Accuracy
mouth
• Perception of media
endorsement
3. CORPORATE ADVERTISING
8

• Designed to promote the firm overall by:


• Enhancing its image
• Assuming a position on a social cause
• Seeking direct involvement in something

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
9
REASONS FOR CORPORATE
ADVERTISING BEING
CONTROVERSIAL
Consumers are not interested

Costly form of self-indulgence

Belief that the firm must be in


trouble

Perceived as a waste of money

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
TYPES OF CORPORATE
10

ADVERTISING

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.

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