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15 Cards in this Set
- Front
- Back
Public Relations |
Public Relations: Free Communication Managing the flow of info from an organization to its various publics Showcasing the image of a company Building and maintaining good relationships with media, journalists, bloggers, and reporters |
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What are "publics?" |
What are "publics?" Customers, Consumers, general public, Media, Government, Students, your Community, Stakeholders, Shareholders, Employees |
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Public Relations and IMC |
Messaging to Stakeholders: overall message should be the same as other IMC. Communication can be customized to each channel or style of communication and each targeted group, yet it should be consistent with the overall IMC message. |
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What do PR depts. do? |
What do PR departments do? Manage publicity and communications with every group that is in contact with them. Can be handled Internally or Externally. Social Responsibility Create and build a positive image. Cause-related, Green marketing, Crisis-related |
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Cause-related PR |
Cause-related Activity: Firm ties a marketing or PR program to a charity in order to generate goodwill; 75% of consumers more likely to purchase a brand associated with a cause they card about. |
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Green Marketing |
Green Marketing: develping and promoting products that are environmentally safe, like Kentucky Proud produce, Starbucks and renewable energy, Coke and recycling programs |
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Faking Green |
Green Washing: Faking green - and it can damage a company's reputation. BP after the oil spill |
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Relationship building, Crisis Communication, Damage Control |
Relationship building: do you want to do business with a particular company or prevent or reduce damage control? Think about various brands who have had to conduct crisis communications efforts: Tiger Woods, Donald Trump, BP Oil, to name a few. |
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PR Tools |
PR Tools: Newsletters, bulletin boards, Email, Press Releases, a strong Media contact list, Letters, Annual Reports, Special events, SEO, Social Media Hits |
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Sponsorship Marketing |
Sponsorship Marketing: A company pays to sponsor an activity like a festival, a cause, a ballet, an art show but they are not actively participating. Example: The Brown Forman Nutcracker Ballet |
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Event Marketing |
Event Marketing: the company has a physical presence or involvement in the event; this can include booths, displays, health fairs, - company can even be tied to the name of the event - Meier Thunder Over Louisville |
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Bloggers |
Bloggers: Acquaint yourself with those who are most influential and who understand your brand and how consumers think about your brand |
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Know your Contacts. |
Media Contact List: knowing editors and reporters and knowing their deadlines is important. Know how your reporters like to receive information from you and when. |
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Who's your target audience? |
Don't jump into Social Media just because it's free. Consider your target audience first. |
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Other PR tips. |
Other PR Tips: Be a strong writer, have good communication skills - written and verbal; be organized, have a story that is compelling, show your company's values to prospects, know your company's expertise, give away knowledge - not trade secrets, Connect your media message. |
