Public Relations

Chapter 17

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 The New Role of PR (MPR)
A strategic communication process that builds mutually beneficial
relationship between organizations and its publics.

• Main function: Managing the flow of information

between an organization and its publics

• Direct Effects of PR
– Word of mouth
– Media mentions

• PR is concerned with people’s attitudes toward the firm

or specific issues beyond those directed at a product or
service.
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 Who Are Involved in the PR Process?

PR Specialists

PR PR Clients

Internal

PR Audiences

External

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Top 10 Global PR Agency Ranking 2017
By Holmes Report
 Determining Public Relations Audiences

Internal Audiences

Employees

Consumers Stockholders
and Clients and Investors

Vendors and Community

Suppliers Members

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 Determining Public Relations Audiences

External Audiences

The Media

Financial
Governments
Groups

Civic and
Educators Business
Organizations

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How to do PR?
 1. Press Conferences
A press conference is a meeting organized for the
purposes of distributing information to the media
and answering questions from reporters. Normally
the press conference is led by the company's
executive management or their appointed press
liaison.

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http://www.apple.com/apple-events/september-2018/
 2. Press Releases

A press release is a written

or recorded communication
directed at members of the
news media for the purpose
of announcing something
ostensibly newsworthy.

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 3. Interviews and Exclusives
• Interview: a conversation between the company and the media
where questions are asked and answers are given.

• Exclusives: Offer a particular medium an exclusive rights to the story

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 4. Company Websites
A company’s website is first face of the organization and the heart of online
PR efforts. All other online PR and marketing activities could be tied to the
company’s website.

• Keyword search
• Hierarchical structure
that is easy to navigate
• Search engine algorithms
• A steady flow of new
content, including
specific topic pages, press
releases, blog posts,
newsletters, podcasts,
video and updates from
social media sites.
5. Social Networks and Blogs
6. Community Involvement
 7. Publicity

It’s a non-paid communication to promote your company

in a positive light using mass media vehicles.

It is done by the third party
A subset of public relations
A short-term strategy
• Advantages: substantial
credibility, high news value,
significant word-of-mouth
effect, and the perception
of media endorsement.
• Disadvantages: lack of
control in content; timing of
release may be too earlier
or too late; inaccurate
information, omissions,
errors may occur.

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 Negative Publicity – What Can I Do?
Two Examples
Dominos Pizza’s PR campaign
• Turnaround
http://www.youtube.com/watch?
v=AH5R56jILag
• At the door of our hardest
critics
https://www.youtube.com/watch
?v=jloxAHLWDsI
• Pizza Holdouts
• https://www.youtube.com/watch
?v=A-lphVQkM1s

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 8. Image Advertising
A type of corporate dvertising that is devoted to promoting the organization’s
overall image in order to create goodwill, a position for the company, and generate
resources.

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 9. Advocacy Advertising
A type of corporate advertising that addresses social, business, or environment
issues to propagating ideas or elucidating controversies.

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 10. Sponsorship
Support an event or activity, person, or organization financially or
through the provision of products or services

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 Red Bull Stratos: A space diving project
supporting Austrian skydiver Felix Baumgartner
 11. Cause-Related Marketing
Cause-related marketing is a program in which companies link with charities or
nonprofit organizations as contributing sponsors.

Since 1993, Coca-Cola has built 121 Project Hope Schools in 29

provinces throughout China, investing a total of over RMB 150
million and helping 100,000 children in depressed rural areas

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 12. Product Placements
Planned insertion of a brand or product into a movie, television show, or
program in some other medium with the purpose of influencing viewers.
Transformers 4: Age of Extinction
• Armani, Beats, Black Duck (
周黑鴨), Budweiser,
Bushnell, Cadillac,
Chevrolet, Coca-Cola,
Goodyear, Gucci, Indian
Motorcycles, Lenovo,
Lukfook, Nike, Nutrilite,
Oakley, Oshkosh Defense,
Pangu Plaza, Red Bull,
Victoria’s Secret, Yili milk
and C’estbon(怡寶)…
• 55 Brands inserted into the
movie
• https://www.youtube.com/
watch?v=iIVKQV0sJ-8
 13. Guerrilla Marketing
Low-cost unconventional means (graffiti or street art, sticker
bombing, flash mobs) are used, often in a localized fashion, to convey or
promote a product or an idea.

Key to Success: Rely on creativity,

quality relationships, and the
willingness to try unusual
approaches.
 Volkswagen Fun Theory
• https://www.youtube.com/watch?v=cbEKAwCoCKw
• https://www.youtube.com/watch?v=2lXh2n0aPyw
• http://www.youtube.com/watch?feature=player_em
bedded&v=iynzHWwJXaA
 14. Buzz Marketing
Using a big idea or a great story to start the conversations. Also called viral
marketing.

Key to Success:
• Capture the attention of consumers and the
media to the point where talking about
your brand or company becomes
entertaining, fascinating, and newsworthy.

More Examples:
• Swedish tourism: Dial-A-Swede
https://www.youtube.com/watch?v=6-
ihHDmx9TM&list=PLmIPBvr-
uJ4XpXQKjSOjaUG3xkq89okuN
• WestJet Christmas surprise:
https://www.youtube.com/watch?v=zIEIvi
2MuEk
 Evaluating the Effectiveness of PR
• Marketing research programs (e.g. surveys, focus group)
• Media mentions (amount of media impressions)
• Social media mentions
– Online search & detector programs
– Social Mention
– Google Alerts
• Content analysis
• Online ratings and comments

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 A Summary
• 7-Step Decision-Making • The Promotional Mix
– Target Market Selection Advertising
– Communication
Objectives Direct Marketing
– Message Strategy
Internet Marketing
– Creative Strategy
– Media Strategy Sales Promotion
– Budgeting
Public Relations
– Research Strategy
Personal Selling

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 Final Exam
• Date: Dec 1st (Saturday)
• Time: 10:00 - 11:30am
• Venue: YIA_LT6
• Format: Multiple choices; short questions
(total 70 points; 35%)
• Scope:
– Lecture notes (excluding examples)
– Book chapters (go to the last page of syllabus for page numbers)
• Full-page mini cases/examples will not be tested
• The “IMC Perspective,” “Ethical Perspective,” “Digital and Social Media
Perspective,” and “Global Perspective” pages in the textbook will not
be tested
– Supplementary reading materials will not be tested.
– Focus on comprehension and application
 Final Project
• Due Date: Nov 27th (session A) or Nov 28th (session B)
– All the hardcopies and softcopies will be collected at the beginning of the
class. No late project will be accepted.
– Submit the hardcopy of your final project
– Submit the hardcopy of Veriguide confirmation page with all of your
team members’ signatures on it (completed before class starts)!
– Submit the softcopy of your final project (in PDF format), presentation
slides, and supplementary materials in a burned disk.

• The final write-up should be neatly and correctly typed, single-

spaced in 12-point font, and on A4 papers. The length should be
10-15 pages excluding appendix and references.
 Final Presentation
• Presentation:
– November 27th (Session A) and 28th (Session B) in class
– Dress code: business casual
– Maximum 20 minutes (including a Q&A session)
– Every member should participate in creating the presentation; however,
you can select team representative(s) to present the project

• Evaluation Criteria:
– Persuasiveness: Are you convinced by the campaign? Is it feasible and
effective?
– Originality: How creative are the proposed programs?
– Content Clarity: Is the presentation is clearly structured? Does it contain
necessary details?
– Presentation Skills: Presentation manner, dress code, time control, and
handling of Q&As.