Public Relations,

Publicity,
and Corporate Advertising
ANNISA LUTHFIA LARASATI 1806248974
MEIRNA LARASATI 1806161443
RATU HADIANTI 1806249541
TITAH KUSUMASTITI 1806161903
 CHAPTER OBJECTIVE
1. To recognize the roles of public relations,
publicity, and corporate advertising in the
promotional mix.
2. To know the difference between public relations
and publicity and demonstrate the advantages and
disadvantages of each.
3. To understand the reasons for corporate
advertising and its advantages and disadvantages.
4. To know the methods for measuring the effects
of public relations, publicity, and corporate
advertising.
PUBLIC RELATION
Definition of
Public Relation
the management function which
evaluates public attitudes,
identifies the policies and
procedures of an organization
with the public interest, and
execute a program of action (and
communication) to earn public
understanding and acceptance
The new ROLE
of PR
 The new ROLE
of PR
● Continuum
PR is considered primarily a marketing
communications function
● Envision on both strong marketing and strong PR
departments
rather than each department operating
independently, the two work closely
● Marketing and public relation are complementary
functions
with each making unique but complementary
contributions to building and maintaining the
many relationship essential for organizational
survival and growth
 Marketing Public Relation
Functions

Building marketplace introducing a product Providing a Defending product at

excitement before with little or no value-added customer risk and giving
media advertising advertising services consumers a reason to
breaks buy

Building Creating advertising influencing the

brand-to-customer news where there is no influentials
bonds product news
 Marketing Public Relation
Functions
Advantages Disadvantages
PR is:
● a cost-effective way to ● there are no standard
reach the market effectiveness of measures
● a highly targeted way to ● there is a lack of control
conduct public relations over the media
● breaks through the clutter
● can create influence
among opinion leaders
and trendsetters
 THE PROCESS OF PUBLIC RELATION
Determining & Evaluating Public Attitude
Why is the firm so concerned with the public’s attitudes?
1. Can affect sales declines as a result product boycott

2. Can affect employee morale and result non-optimal working environment

 THE PROCESS OF PUBLIC RELATION
Determining & Evaluating Public Attitude
The reasons for conducting public’s attitude research
1. Provides input into the planning process

2. Serves as an early warning system

3. Secures support internally

4. Increases the effectiveness of the communication

 THE PROCESS OF PUBLIC RELATION

1
Establish a PR Plan
Define public relation
problem

Plan and Program

3
Take Action and
Communicate

4
Evaluate the
program
 THE PROCESS OF PUBLIC RELATION
Determining Relevant Target Audience
The Media

INTERNAL AUDIENCE
Educators
groups are already connected with the
organization and the firm normally Civic & Business Organization
communicates with them in the
ordinary routine of work
Governments
Employee Financial Group
Stockholders and Investor EXTERNAL AUDIENCE
those people who are not closely connected with
Supplier and Customer the organization

Community Member
 THE PROCESS OF PUBLIC RELATION
Determining Relevant Target Audience
AUDIENCE OBJECTIVE METHOD

Employee maintain morale, showcasing result of Organizational newsletter, award ceremony, direct mail,
employees effort annual report, etc

Stockholder & investor informing firm condition and other beyond Annual report, financial report
numbers, outlining future plan

Community member show that the organization is a good citizen, Demonstrate CSR program
conducive situation

Supplier & Customer maintain goodwill and may take their loyalties Sponsorship

The Media help controlling the flow of information Press release, conference, interview, special event

Educator generate goodwill -same as the media-

Civic & Business generate positive public relation Company financial contribution, sponsorship
Organization

Governments supported regulation make success for a Lobbying

product

Finance Group as a new sources of funding Press release, corporate report

 THE PROCESS OF PUBLIC RELATION
Implementing The PR Program

PRESS RELEASE INTERVIEW INTERNET

PRESS CONFERENCE COMMUNITY INVOLVEMENT SOCIAL MEDIA & BLOG

 Advantage Disadvantage

Credibility Cost

Lack of Control
Avoidance of Clutter
Lead Generation

Ability to Reach Specific Groups Image Building

 Measuring
the Effectiveness of PR

1. Media content analysis. Systematically and objectively identifying the

characteristics of messages that appear in the media, analyzing the content to
determine trends and perceptions relevant to the product or brand.
2. Survey research. Quantitatively assessing consumers’ attitudes toward the
product or brand.
3. Marketing-mix modeling. Drawing data from multiple sources and integrating
them to provide insight into the process.
 PUBLICITY
Publicity refers to the generation of ● The Power of Publicity
news about a person, product, or
service that appears in broadcast or
print media.
● Publicity is short-term strategy
● Publicity is not always positive and
is not always under the control of,
or paid for by, the organization

● The Control and Dissemination of

Publicity
 Advantage Disadvantage

Credibility News Value Lack of Control Timing

Significant of
Word-of-Mouth Perception of Being Accuracy
Communication Endorse from Media
CORPORATE ADVERTISING
 CORPORATE ADVERTISING
Designed to promote the firm overall -- either
by enhancing its image, assuming a position
on a social issue or cause, or seeking direct
involvement from the market.

● Boosting employee morale and

Objectives:
smoothing labor relations.
(1) creating
● Helping a positive
newly image forindustries
deregulated the firm
(2) communicating
ease the organization’s
consumer uncertainty and answer
views onquestions.
investor social, business, and
environmental
● Helping issues.
diversified companies establish
an identity for the parent firm rather than
relying solely on brand names
 Reasons for
Corporate
Advertising Being
Controversial

● Consumers are not interested

● Costly form of self-indulgence
● Belief that firm must be in trouble
● Perceived as a waste of money
TYPES OF IMAGE ADVERTISING
CORPORATE ADVERTISING

GENERAL IMAGE RECRUITING

Ads are often designed to to attract new employees

create an image of the firm
in the public mind.

SPONSORSHIP GENERAL FINANCIAL

By associating itself with SUPPORT
high-quality or educational
programming, the firm hopes for Designed to generate
a carryover effect that benefits investments in the
its own image. corporation
TYPES OF
CORPORATE ADVERTISING EVENT SPONSORSHIP
● Many marketers are attracted to event
sponsorship because it gets their company
and/or product names in front of consumers
● Event sponsorship has become a good sales
promotion tool for reaching specific target
markets
● Marketers can also turn their sponsorships into
effective integrated marketing opportunities
● Event: Sport, Music/Entertainment, Art, Festival
TYPES OF
CORPORATE ADVERTISING ADVOCACY ADVERTISING
Concerned with propagating ideas and elucidating
controversial social issues of public importance in a
manner that supports the interests of the sponsor.
TYPES OF
CORPORATE ADVERTISING CAUSE-RELATED ADVERTISING

● Companies link with charities or nonprofit

organizations as contributing sponsors.
● The company benefits from favorable
publicity, while the charity receives
much-needed funds
● While companies receive public relations
benefits from their association with causes,
with 80 percent of consumers saying they
have a more positive impression of
companies that support a cause, they
sometimes receive financial rewards as well
Advantages and Disadvantages
of Corporate Advertising

1. It is an excellent
vehicle for positioning
the firm. 1. Questionable
2. It takes advantage of effectiveness
the benefits derived 2. Constitutionality
from public relations. and/or ethics
3. It reaches a select
target market
Measuring the Effectiveness
of Corporate Advertising

1. Attitude surveys
2. Studies relating corporate
advertising and stock prices
3. Focus group research
THANK YOU