PUBLIC RELATIONS PUBLICITY CORPORATE MARKETING

INTEGRATED MARKETING COMMUNICATION

PUBLIC RELATIONS
The management function which evaluates public

1. 2. 3.

attitudes, identifies policies and procedures of an organization with public interest and executes a program of action to earn public understanding and acceptance. STAGES OF P R : Determination and evaluation of public attitudes Identification of policies and procedures of an organisation with public interest. Development and execution of communication program designed to bring about public understanding and acceptance.

MARKETING P R
Marketing Public Relations are PR activities designed to support marketing objectives . Marketing objectives that may be aided by PR are Raising awareness Informing & educating Gaining understanding Building trust Building marketplace excitement before media advertising breaks.

P R Process
Determining and evaluating public attitudes Negative attitudes may affect sales. Provides input to planning process Improves effectiveness of campaign. Establishing a P R plan Define PR problems Plan and program Take action Evaluate the program

P R Process.
Developing & executing PR program

Determine relevant target audience

Internal employees, stockholders, investors,

community members, suppliers, customers. External media, educators, civic organizations, government

Implementation

of PR program

Press release Press Conference

Interviews
Community involvement by corporates Internet

Advantages: Credibility Cost Clutter avoidance Lead generation Image building

PUBLICITY
PUBLICITY refers to generation of news

about a person, product or service that appears in broadcast or print media. Publicity is short term, PR is continous. Advantages of publicity :
Timing Accuracy

CORPORATE ADVERTISING
It promotes the firm overall, enhancing its

image, assuming a position on a social cause or seeking direct involvement in some thing. Consumers not much interested Costly self indulgence Firm in trouble? Chances of money wastage

Corporate advt types

General image or positioning ads Sponsorships Recruiting Generate financial support Event sponsorships Advocacy advertising