ADPR 3850 1st Edition Lecture 2 Outline of Last Lecture I What is PR II Definitions III Difference between PR and Advertising IV Difference between PR and Journalism V Difference between PR and Marketing Outline of Current Lecture II How PR supports and meets objectives of A Advertising B Marketing III Strategic Communication IV Shift to integrated strategic communication V Using PR to create positive negative public opinion VI How PR Contributes to the bottom line VII PR Positions a Where people work b 6 Essential qualities for success c Qualities employers seek Current Lecture These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute How PR supports Advertising and Marketing Objectives It develops new prospects as people follow up on news releases o Driving people to a website or at least be aware of product Provides third party endorsements via news organizations o Comes across as more credible than a paid ad Generates sales leads or fundraising opportunities typically through articles in the trade press about new products services or events How PR supports marketing It stretches advertising and promotional dollars via timely press releases o Builds a relationship with the journalist who is happy you are writing for them Provides inexpensive sales literature in the form of news articles and subsequent consumer reviews o people talking about how great the new iPhone is these are the people giving the 5 star ratings o people put more credibility into the third party reviews Establishes credibility by making the organization the expert on the product service or cause o building that trust in consumers then they will see you as the expert and believe what you have to say Helps sell minor products that may lack advertising budgets How to meet your objectives PR is more effective than marketing or advertising at o Premarket conditioning o Strategy development Understanding market conditions and preparing a strategy based on research o Generating word of mouth o Message development Trying to understand what kind of messages and idea stick with an audience how to frame a message o Building brand or corporate reputation o Developing industry thought leaders o Overcoming a crisis planning or preparing for a crisis Marketing is generally more effective when it comes to o Launching a new product or service o Promoting a new product or service o Acquiring customers o Retaining customers o Targeting niche audiences o The reason for this is sales oriented approach of marketing Advertising is generally more effective at o Building awareness Very visible commercials magazine ads etc Strategic Communication It is important to note that we are increasingly moving toward the concept of integration o To use a variety of strategies and tactics to convey a consistent message in a variety of forms Strategic communication approach emphasizes o Understanding the global multicultural how can we expand out of the US o research based understandings o relationship focused trying to get Ad and Marketing into this brand loyalty o internet new media oriented important because of the time frame go hand in hand o toolbox driven tactics understanding our opportunities and the research methods that have evolved understanding that new media is on the grow and crucially important use the tactics that are there for you Why the shift to integrated strategic communication Downsizing leads to consolidation o Oftentimes fewer employees expected to do so amount of work o When downsizing you don t want to cut the PR or advertising side of things so you combine them since they overlap anyway Tighter budgets o Advertising can be costly so alternative means of building publicity being turned to Advertising clutter and credibility o Maybe not the cure all it was believed to be so seeking different approaches Increasing attention to how social policy can influence the marketing of products and services o This was something that was often overlooked or ignored by marketing managers and invites PR participation Using PR to create positive public opinion Host events o generate awareness get to families Conduct studies to better understand publics and their needs o Research contributes to public opinion because you find out what people want Funding events o Ex Mountain dew and the x games o it is advertising mountain dew logo will be all over the x games Provide info to journalists consumers etc o you want people to owe you favors journalists are prime to build relationship with Do good things o Ex Community involvement Using PR to create negative public opinion Have a crisis plan Train your people how to speak to media o even more important now in age of social media a seemingly harmless tweet can come back to have negative consequences for an organization Have an open information policy o Secrecy is probably the worst thing you can do o If they aren t telling us this probably not telling us x y z Don t have indefensible policies o don t have policies that your brightest minds cant even defend How PR contributes to the bottom line Building awareness o Increase sales and stock prices through publicity promotion and targeted communications to segmented audiences Organizational motivation o Increase company morale etc through internal relations and communication o happy work force is a more productive work force Issue scanning o Understand public opinion early in the process through systematic and comprehensive research methods o you get a sense for what works and what doesn t Opportunity identification o Discover new markets and opportunities by maintaining dialogues with a variety of audiences Crisis management o Protect your position and reputation by having a concrete plan for handling crisis Counseling executives o Help make informed decisions by counseling those in charge Serving as an agent of change o Outline benefits and plans for change through dialogue with a variety of audiences Ensuring social responsibility o Create a positive reputation and earn community trust by aligning organization with public interest projects Influencing public policy o Eliminate political barriers through lobbying and building coalitions with decision makers Careers in PR A Changing Focus in PR The evolution of the role of PR beyond publicity and media relations Growth for PR professionals in health care consumer goods financial services and