How PR supports Advertising and Marketing ObjectivesIt develops new prospects as people follow up on news releasesDriving people to a website, or at least be aware of productProvides third party endorsements via news organizationsComes across as more credible than a paid adGenerates sales leads (or fundraising opportunities), typically through articles in the trade press about new products, services, or eventsHow PR supports marketingIt stretches advertising and promotional dollars via timely press releases Builds a relationship with the journalist who is happy you are writing for themProvides inexpensive sales literature in the form of news articles and subsequent consumer reviews people talking about how great the new iPhone is, these are the people giving the 5 star ratings people put more credibility into the third party reviewsEstablishes credibility by making the organization the expert on the product, service or cause building that trust in consumers, then they will see you as the expert and believe what you have to sayHelps sell minor products that may lack advertising budgetsHow to meet your objectivesPR is more effective than marketing or advertising at…Premarket conditioningStrategy developmentUnderstanding market conditions and preparing a strategy based on researchGenerating word of mouthMessage development Trying to understand what kind of messages and idea stick with an audience, how to frame a messageBuilding brand or corporate reputationDeveloping industry thought leadersOvercoming a crisis planning or preparing for a crisisMarketing is generally more effective when it comes to…Launching a new product or servicePromoting a new product or serviceAcquiring customersRetaining customersTargeting niche audiences(The reason for this is sales-oriented approach of marketing)Advertising is generally more effective at…Building awareness Very visible commercials, magazine ads, etc.Strategic CommunicationIt is important to note that we are increasingly moving toward the concept of integration:To use a variety of strategies and tactics to convey a consistent message in a variety of formsStrategic communication approach emphasizes:Understanding the global/multicultural (how can we expand out of the US?)research based understandings,relationship focusedtrying to get Ad and Marketing into this (brand loyalty)internet/new media orientedimportant because of the time framego hand in handtoolbox-driven tacticsunderstanding our opportunities and the research methods that have evolvedunderstanding that new media is on the grow and crucially importantuse the tactics that are there for youWhy the shift to integrated/strategic communication?Downsizing leads to consolidationOftentimes fewer employees expected to do so amount of workWhen downsizing, you don’t want to cut the PR or advertising side of things, so, you combine them (since they overlap anyway)Tighter budgetsAdvertising can be costly, so alternative means of building publicity being turned toAdvertising clutter and credibilityMaybe not the cure-all it was believed to be, so seeking different approachesIncreasing attention to how social policy can influence the marketing of products and servicesThis was something that was often overlooked or ignored by marketing managers and invites PR participationUsing PR to create positive public opinionHost events generate awareness, get to familiesConduct studies to better understand publics and their needs Research contributes to + public opinion because you find out what people wantFunding eventsEx. Mountain dew and the x-games it is advertising, mountain dew logo will be all over the x-gamesProvide info to journalists, consumers, etc. you want people to owe you favors, journalists are prime to build relationship withDo good thingsEx. Community involvementUsing PR to create negative public opinionHave a crisis planTrain your people how to speak to media even more important now in age of social media, a seemingly harmless tweet can come back to have negative consequences for an organizationHave an open information policy Secrecy is probably the worst thing you can doIf they aren’t telling us this, probably not telling us x,y,zDon’t have indefensible policies don’t have policies that your brightest minds cant even defendHow PR contributes to the bottom lineBuilding awarenessIncrease sales and stock prices through publicity, promotion, and targeted communications to segmented audiencesOrganizational motivationIncrease company morale, etc. through internal relations and communication happy work force is a more productive work forceIssue scanningUnderstand public opinion early in the process through systematic and comprehensive research methods you get a sense for what works and what doesn’tOpportunity identificationDiscover new markets and opportunities by maintaining dialogues with a variety of audiencesCrisis managementProtect your position and reputation by having a concrete plan for handling crisisCounseling executivesHelp make informed decisions by counseling those in chargeServing as an agent of changeOutline benefits and plans for change through dialogue with a variety of audiencesEnsuring social responsibilityCreate a positive reputation and earn community trust by aligning organization with public interest projectsInfluencing public policyEliminate political barriers through lobbying and building coalitions with decision makersCareers in PRA Changing Focus in PRThe evolution of the role of PR beyond publicity and media relationsGrowth for PR professionals in health care, consumer goods, financial services, and technologyCrisis management in the larger context of strategic management of conflictPR Positions: Where do people work?Employment categories of PRSA members:Corporations: 26%PR firms/agencies: 20%Nonprofits/charities (ex. Churches): 17%Education: 13%Government: 10%Self-employed/freelance: 6%Other: 8%6 Essential Qualities for Success*Writing SkillsAbility to frame and convey info and ideasIncreasingly, the ability to do so in small amounts of text clear and conciseResearch SkillsMuch PR research now conducted in house if you don’t understand how to interpret the numbers and why one campaign idea isn’t better based on data, your opinion is irrelevant if you cant back it up with interpretation of the numbersAbility to back arguments with factsEx: baseball statisticsPlanning expertiseBeing organized enough