ADV 205 Lecture 15 Outline of Current Lecture I Public Relations Current Lecture Public Relations Publicity Information placed in the mass media at no cost by an outside source because the information has news value It is an uncontrolled method of placing messages in the media Contrast with advertising Information placed in the media by an identified sponsor because the sponsor paid for the time or space It is controlled method of placing messages in the media When adv and pr mix Marketing communications supporing the organizations need to provide products or services that satisfy consumers needs and wants that hopefully result in transactions sales of those products and services What else do people in PR do Crisis management management of a low probability highimpact even that threatens the viability of the organization and is characterized by ambiguity of cause effect and means of resolution as well as by a belief that decisions must be made swiftly Crisis Management Case of Odwalla juice e coli outbreak in 1996 Continued to get rid of it in 48 hours What did company do Complete recall of all products Costed 6 5 million and put stuff on their website Sales picked up after they got their new system They were fined 1 5 million this was largest amount fined by FDA EXON oil spill 1 260 000 barrels of oil spilled Company refused to communicate about the incident They did nothing to stop the oil from spreading when they still had time Spill cost 7 billion Exon was charged 5 billion making it most money ever fined by FDA Exon went from 1 spot to 3 spot They didn t act like they cared and avoided trying to solve before it got worse Crisis Management Translation o Something bad happens o Find out why and how o Tell people quickly what we know as soon as we know it o Ward off negative publicity o Maintain reputation o Rebuild relationships Reputation management maintain or rebuild the reputation of an organization for purposes of establishing increasing or recapturing the support of key publics of the organization Publics any group affected by what the organization does or does not do Real life examples of reputation management in video 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 Right now people in public relations do o Publicity o Marketing communications o Crisis Management o Reputation Management What else do people in PR do o Event planning Dunkin Donuts Ex o Lobbying The specialized part of PR that builds and maintains relations with government primarily for the purpose of influencing legislation and regulation o Public affairs the specialized part of public relations that builds and maintains mutually beneficial government and local community relations Bridge being built took years and tons of money to build sank once Had to be rebuilt then closed again soon after o Investor relations If the company is public sells shares of stock that the average person can purchase it needs to attract new investors to raise more money to operate It also needs to keep current investors happy and convince them to hang onto their stock even in bad times o Development Build and maintain relationships with donors or members Seeking financial or volunteer support Places to work in public relations o Government o Not for profit agencies o Human resources communications o Private consultant o Education o PR firms o Media relations o Investor relations o Investor relations o Marketing support o Entertainment and sports o And more PR becoming hybrid discipline o PR people jobs are a lot more varied than used to be o Its vital to be interesting and relevant to attract and hold attention Don t be in the news BE THE NEWS o Red Bull always doing creative things Play me then pay me o Part of what they pay is based on achieving measurable results o Not yet the norm but agencies that can offer it deliver results and still make money will be in the running in the future PR Turning hopeful o Who would bet agains the old maxims bad news sells and no news is good news o But dwelling on the downside too long is bad for health and business o Citizens and brands responding to stories of hope that raise spirits and spread smiles o Pittsburg 2012 one young world gathers brands and young leaders Playing the right games o Gaming is the fastest growing media around 72 of American households game o Look for social games and video gaming to continue to be another way to reach consumers Stories that echo o Anyone with a catchy idea can go viral and be famous for a day or two o Raises the par for PR paid professionals who should be able to outperform the amateurs over time o PR looking to find or create stories that continue to resonate in the media for weeks months or more Online video leveling the field o Media companies used to own the attention of the viewers and readers and sell it to brand advertising who spent big bucks on creating ads and or buying lots of media exposure o Then DVRS and ad skipping internet alternatives now used Long live brand heritage o What hope it there for old brands when new ones spring up fast Since 1955 62 companies have appeared every year while 1 952 companies have come and cone o Brand heritage is only worth anything when it s the backdrop for products that are relevant now Play with me o Interactive advertising beats plain old look at this o More people use mobile devices the less time and attention for look at this but more opportunities advertising will have to play with them Big going local o Local business advertising locally big brands doing national ads with space for local dealers add their details o Now thanks to interactive media distinction among local national and global is blurring A different gender sensitivity o Safe route straight down the line balance in their portrayal of women o There is a naughty space opening up for brands that want to create a little edge by flouting the norms of gender respect and inclusivity risky but rewarding for some o Dr Pepper Ten biased against women