Public Relations, Influencer Marketing, and
Description: 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
Related Topics
Download Presentation
"Public Relations, Influencer Marketing, and" is the property of its rightful owner. Permission is granted to download and print the materials on this website for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Presentation Transcript
slide1. Public Relations, Influencer Marketing, and Corporate Advertising 18 ©2012 Cengage Learning. All Rights Reserved.<br>
slide2. 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<br>
slide3. 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<br>
slide4. 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.”<br>
slide5. 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<br>
slide6. 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.<br>
slide7. Objectives of Public Relations Promote goodwill
Promote a product or service
Prepare internal communications
Counteract negative publicity
Lobby
Give advice and counsel<br>
slide8. Tools of Public Relations Press releases
Feature stories
Company newsletters
Interviews and press conferences
Sponsored events
Publicity<br>
slide9. 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<br>
slide10. Proactive Strategies Public relations audit
Public relations plan
Current situation analysis
Program objectives
Program rationale
Communications vehicles
Message content<br>
slide11. Reactive Strategies Public relations audit
Identification of vulnerabilities<br>
slide12. 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 population.
The idea is to give the influencer something positive to talk about with respect to firms and brands.<br>
slide13. Professional Influencer Programs Targeting professionals (doctors, therapists, lawyers, accountants, etc.) with positive PR messages with goal of having these “professionals” influence their clients attitude toward a brand.
“Seeding the conversation” between the professionals and their clients.
Tactics include trade show displays, direct mail communications, and personal selling calls—all IBP techniques.
The process provides professionals with “intellectual currency.”<br>
slide14. Peer-to-Peer Influencer Programs Targeting social networks with positive messages about a brand to pass along through their social networks.
The programs provide “social currency” within peer networks.
Buzz and Viral Marketing<br>
slide15. Peer-to-Peer Influencer Programs Buzz and Viral Marketing
Buzz marketing is creating an event or experience that yields conversations that include the brand.
Viral marketing is the process of consumers marketing to consumers via:
The Web (e.g., via blogs, social media, or forwarding YouTube links) or through personal contact. Simulated by a firm marketing a brand.
The idea behind both buzz and viral marketing strategies is to target a handful of carefully chosen trendsetters or connectors as your influencers, and let them spread the word.
Cultivating Connectors
The sophisticated process of cultivating peer-to-peer influencers to positively tout a firm’s brand.
Procter & Gamble has enrolled 600,000 “connectors” in its Vocalpoint program—mostly women with wide social networks.<br>
slide16. Corporate Advertising Designed to establish a favorable attitude toward a company as a whole.
Objectives:
Build the image of the firm
Boost employee morale or attract new employees
Communicate an organization’s views
Position the firm’s products
Play a role in integrated brand promotion<br>
slide17. Corporate advertising features the firm rather than one of the firm’s brands. Courtesy BMW<br>
slide18. Types of Corporate Advertising Corporate image advertising: Create a favorable predisposition toward the firm—not designed to affect sales.
Advocacy advertising: Establish the firm’s position on important social, political or environmental issues.
Cause-related advertising: Features a firm’s affiliation with an important social cause.
Green Marketing: Corporate efforts that embrace a cause or a program in support of the environment.<br>
slide19. Drinking and driving is an important
Social issue prompting corporate
cause advertising. Courtesy, Miller Brewing Co.<br>
slide2. 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<br>
slide3. 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<br>
slide4. 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.”<br>
slide5. 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<br>
slide6. 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.<br>
slide7. Objectives of Public Relations Promote goodwill
Promote a product or service
Prepare internal communications
Counteract negative publicity
Lobby
Give advice and counsel<br>
slide8. Tools of Public Relations Press releases
Feature stories
Company newsletters
Interviews and press conferences
Sponsored events
Publicity<br>
slide9. 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<br>
slide10. Proactive Strategies Public relations audit
Public relations plan
Current situation analysis
Program objectives
Program rationale
Communications vehicles
Message content<br>
slide11. Reactive Strategies Public relations audit
Identification of vulnerabilities<br>
slide12. 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 population.
The idea is to give the influencer something positive to talk about with respect to firms and brands.<br>
slide13. Professional Influencer Programs Targeting professionals (doctors, therapists, lawyers, accountants, etc.) with positive PR messages with goal of having these “professionals” influence their clients attitude toward a brand.
“Seeding the conversation” between the professionals and their clients.
Tactics include trade show displays, direct mail communications, and personal selling calls—all IBP techniques.
The process provides professionals with “intellectual currency.”<br>
slide14. Peer-to-Peer Influencer Programs Targeting social networks with positive messages about a brand to pass along through their social networks.
The programs provide “social currency” within peer networks.
Buzz and Viral Marketing<br>
slide15. Peer-to-Peer Influencer Programs Buzz and Viral Marketing
Buzz marketing is creating an event or experience that yields conversations that include the brand.
Viral marketing is the process of consumers marketing to consumers via:
The Web (e.g., via blogs, social media, or forwarding YouTube links) or through personal contact. Simulated by a firm marketing a brand.
The idea behind both buzz and viral marketing strategies is to target a handful of carefully chosen trendsetters or connectors as your influencers, and let them spread the word.
Cultivating Connectors
The sophisticated process of cultivating peer-to-peer influencers to positively tout a firm’s brand.
Procter & Gamble has enrolled 600,000 “connectors” in its Vocalpoint program—mostly women with wide social networks.<br>
slide16. Corporate Advertising Designed to establish a favorable attitude toward a company as a whole.
Objectives:
Build the image of the firm
Boost employee morale or attract new employees
Communicate an organization’s views
Position the firm’s products
Play a role in integrated brand promotion<br>
slide17. Corporate advertising features the firm rather than one of the firm’s brands. Courtesy BMW<br>
slide18. Types of Corporate Advertising Corporate image advertising: Create a favorable predisposition toward the firm—not designed to affect sales.
Advocacy advertising: Establish the firm’s position on important social, political or environmental issues.
Cause-related advertising: Features a firm’s affiliation with an important social cause.
Green Marketing: Corporate efforts that embrace a cause or a program in support of the environment.<br>
slide19. Drinking and driving is an important
Social issue prompting corporate
cause advertising. Courtesy, Miller Brewing Co.<br>