Chap6-Advertising and PR-4

Public Relations and Publicity
Public Relations Defined
According to the Institute of Public Relations:
Public Relations practice is the planned and sustained

effort to establish and maintain goodwill and mutual
understanding between an organisation
and its publics.
Public Relations Defined
A management function
Which evaluates public attitudes
And identifies the policies and procedures
Of an organization with the public interest
And executes a program of action (& communication)
To earn public understanding and acceptance
Source: Belch & Belch (2012)

The role of PR
• Create goodwill and stimulating interest between the

organisation and its various key stakeholders
(by providing a series of cues by which the stakeholders can recognise, understand
and position the organisation in such a way that it builds a strong reputation -
communications of corporate strategy)
• Support the marketing of the organisation’s products and

services (by integrating with the other elements of the marketing
communications mix)
• Provide the means by which relationships can be

developed (by providing the means through which interaction, discourse and
discussion can occur, and the messages that are conveyed, listened to, considered
and acted upon)
Which publics?
Which publics?
Customers
Community Investors
Public
Relations
Department
Suppliers Government
Employees
Characteristics of public relations
• PR represents a very cost-effective means of

carrying messages with a high degree of credibility.
• However, the degree of control that management

is able to exert over the transmission of messages
can be limited.
• It can be used to reach specific audiences in a way

that paid media cannot.
Integration of PR into the Promotional Mix
Separate Functions
Marketing Public
Department Relations
Coordinated and Equal

Marketing Public
Integrated
Marketing Public
Objectives of public relations
• PR is used to achieve media visibility for the

corporation and to support the marketing agenda at
the product level (to develop understanding,
perceptions and positive attitudes towards the
organisation).
• The ultimate goal is to develop the relationships

between organisations and their various
stakeholders.
Marketing Public Relations Functions
Build market excitement before media ads break
Defend products at risk, give consumers reason to buy
Create ad news where there is no product news
Introduce a product with little or no advertising
Provide a value-added customer service
Build brand-to-customer bonds
Influence the influentials
Improve ROI
Forms of PR
PENCILS
P – Publications
E – Events
N – News
C – Community involvement
I – Identity tools
L – Lobbying
S – Social investment
In addition: Product Placement, e-PR

Publications
 Annual reports, brochure, article, newsletter, media kits
and Sustainability/ green reports
 E.g., IKEA Sustainability Strategy, L’Oréal’s Progress
Report.
Source: Inter IKEA system B.V. (2020) and Loreal

(2020)
Audio Visual
 slide ppt, audio, DVDs used in events such as trade

fairs and exhibitions
Trade show AV
materials
Events
 Press conferences, press tours, educational events organized

to reach and attract TA.
 E.g., Samsung event – Galaxy Unpacked August 2020
Highlight Official Replay (streamed live on 5th Aug

2020)
Source: Samsung (2020a) and Samsung (2020b)
Apple Event — 20 April 2021
Launching event of iPad Pro 2021, AirTags and new generation of Apple TV. The event
was live streamed at Apple Park.
Source: Apple (2021b)

News
 News on The  Samsung Note 7  Uber apology:

apology: Samsung
Sun about new apologized to the After Kalanick’s
iPhone Leak publics, compensated apology he stepped
customers whose down as CEO.
phone batteries
exploded.
Speeches
Tim Cook on Privacy | Apple

 E.g., speeches of CEO • On January 28, 2021, Apple
CEO Tim Cook delivered
remarks at Computers,
Privacy & Data Protection
Conference: Enforcing Rights
in a Changing World.
• The virtual conference —
hosted annually in Brussels,
Belgium — is one of the
foremost international privacy
and technology conferences
bringing together leaders from
academia, government, civil
society and the private sector.
• Learn more about the
features and controls Apple
provides users to safeguard
their privacy at
http://www.apple.com/privacy.
Source: Apple (2021a)

Press release
Sponsorship
Brand identity
The Singapore Girl

Lobbying
Community service/ CSR
The Process of Public Relations
Determining and Evaluating Public Attitudes
Establishing a PR Plan
Developing and Executing a PR Program
Measuring Program Effectiveness

Test Your Knowledge
In public relations targeting, external audiences
include:
A) Customers
B) The public at large
C) Suppliers
D) Stockholders
E) All of the above
Research on Public Attitudes
Provides input for Serves as an “early

the planning process warning system”
Increases
Secures internal
communications
cooperation, support
effectiveness
10 Evaluation Questions
1. Does the plan reflect a thorough

understanding of the company’s business
situation?
2. Has the PR program made good use of
research and background sources?
3. Does the plan include full analysis of
recent editorial coverage?
4. Do the PR people fully understand the
product’s strengths and weaknesses?
5. Does the PR program describe several
cogent, relevant conclusions from the
research?
10 Evaluation Questions
6. Are the program objectives specific and

measurable?
7. Does the program clearly describe what
the PR activity will be and how it will
benefit the company?
8. Does the program describe how its results
will be measured?
9. Do the research, objectives, activities, and
evaluations tie together?
10. Has the PR department communicated
with marketing throughout the
development of the program?
Determining Public Relations Audiences
Internal or Associated External or Independent
Employees The Media
Stockholders and Educators

Investors
Civic & Business
Community Members Organizations
Suppliers & Customers Governments
Financial Groups
Implementing the PR Program
Press
Releases
Press
Interviews
Conferences
PR Tools
The
Exclusives
Internet
Community
Involvement
Advantages of Public Relations
Credibility
Image Cost
Building Savings
PR
Provides
Avoidance
Selectivity
of Clutter
Lead
Generation
Potential Problems of Public Relations
Potential for incomplete

communication process
Potential Receiver not making

Problems connection to the source
Lack of coordination with

marketing dept.
Inconsistent, redundant
communications
Measuring PR Effectiveness
Contributions made?
What was achieved?
Quantitative measures?
Quality?
Criteria for Measuring PR Effectiveness
Publicity versus Public Relations
Publicity:
The generation of news about a person,
product, or service that appears in the media
A short-term strategy
A subset of public relations
Not always positive
Often originates outside the firm

Discussion Time
What is the best way to respond to a negative publicity?

Pros and Cons of Publicity
Advantages Disadvantages
Substantial credibility Timing difficult or

impossible to control
News value Inaccuracy, omission,

or distortion
may result
Significant word-of-
mouth
Perception of media
endorsement

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Public Relations and Publicity

Public Relations Defined

According to the Institute of Public Relations:

Public Relations practice is the planned and sustained

Which evaluates public attitudes

And identifies the policies and procedures

Of an organization with the public interest

And executes a program of action (& communication)

To earn public understanding and acceptance

Source: Belch & Belch (2012)

• Create goodwill and stimulating interest between the

• Support the marketing of the organisation’s products and

• Provide the means by which relationships can be

• PR represents a very cost-effective means of

• However, the degree of control that management

• It can be used to reach specific audiences in a way

Coordinated and Equal

• PR is used to achieve media visibility for the

• The ultimate goal is to develop the relationships

Build market excitement before media ads break

Defend products at risk, give consumers reason to buy

Create ad news where there is no product news

Introduce a product with little or no advertising

Provide a value-added customer service

Build brand-to-customer bonds

Influence the influentials

In addition: Product Placement, e-PR

Source: Inter IKEA system B.V. (2020) and Loreal

 slide ppt, audio, DVDs used in events such as trade

 Press conferences, press tours, educational events organized

Highlight Official Replay (streamed live on 5th Aug

Source: Apple (2021b)

 News on The  Samsung Note 7  Uber apology:

Tim Cook on Privacy | Apple

Source: Apple (2021a)

The Singapore Girl

Determining and Evaluating Public Attitudes

Developing and Executing a PR Program

Measuring Program Effectiveness

Provides input for Serves as an “early

1. Does the plan reflect a thorough

6. Are the program objectives specific and

Internal or Associated External or Independent

Employees The Media

Stockholders and Educators

Suppliers & Customers Governments

Potential for incomplete

Potential Receiver not making

Lack of coordination with

What was achieved?

A subset of public relations

Not always positive

Often originates outside the firm

What is the best way to respond to a negative publicity?

Substantial credibility Timing difficult or

News value Inaccuracy, omission,

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