Public Relations, Influencer Marketing, and

Transcript:Public Relations, Influencer Marketing, and:
Public Relations, Influencer Marketing, and Corporate Advertising 18 ©2012 Cengage Learning. All Rights Reserved. Introductory Scenario: Bring on the Buzz Procter & Gamble creates buzz for Charmin Enjoy the Go! Campaign A dozen support agencies involved Created on site “go teams” who greeted visitors but were also screened for social media skills Celebrities get into the act Sponsor a Broadway show and get news media involved—TV, newspaper, blogs Public Relations The marketing and management communications process to foster goodwill between a firm and its constituents: Customers Stockholders Suppliers Employees Government entities General public A New Era for Public Relations? Firms are using PR in new and different ways to create visibility and image for a brand by getting people to “talk” about the brand. BUT… PR is NOT the tool for establishing brands in the market. PR lacks the strategic control needed to establish a brand within the segment in the manner desired by a firm. It is true that corporate execs want more “action” and visibility from promotion. PR is now more prominent in many IBP campaigns as consumer tire of mass media advertising. Good PR can create a positive social “epidemic.” The cellular phone industry has had to combat the bad “PR” from distracted driving incidents related to cell phone use while driving. © 2000 JABRA Corporation Public Relations and Damage Control Intel—Caused its own PR crisis by not responding to concerns about the performance of the Pentium chip. Taco Bell and the PR “curse” of social networking. Walmart in nearly constant damage control. But, companies need to learn to handle bad news. Objectives of Public Relations Promote goodwill Promote a product or service Prepare internal communications Counteract negative publicity Lobby Give advice and counsel Tools of Public Relations Press releases Feature stories Company newsletters Interviews and press conferences Sponsored events Publicity Public Relations Strategies Proactive PR strategy Guided by marketing objectives Publicize a company and its brands Take an offensive rather than defensive posture Reactive PR strategy Dictated by external influences Focuses on problems, not opportunities Requires defensive measures Proactive Strategies Public relations audit Public relations plan Current situation analysis Program objectives Program rationale Communications vehicles Message content Reactive Strategies Public relations audit Identification of vulnerabilities Influencer Marketing A series of personalized marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word-of-mouth in a broader and relevant segment of the