RELATIONSHIP BUILDING

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CHAPTER 11

• RELATIONSHIP BUILDING

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PUBLICITY,PR,CORPORATE SPONSORSHIP AND ADVERTISING

• PUBLICITY AND PUBLIC RELATIONS
• DIFFERENCE BETWEEN PUBLICITY AND ADVERTISING
• USE OF PUBLIC RELATIONS AS ADVERTISING TOOL
• IMPACT OF NEGATIVE PUBLICITY

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OBJECTIVES

• MESSAGE EXPOSURE(REACH,FREQUENCY AND QUALITY
• AWARENESS AND UNDERSTANDING
• ATTITUDE CHANGE
• DESIRED BEHAVIOR

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PUBLIC RELATIONS/PUBLICITY TOOLS

• CONTROLLED MEDIA
• HOUSE ADS AND LOBBYING
• PUBLIC SERVICE ANNOUNCEMENTS
• CORPORATE,INSTITUTIONAL AND ADVOCACY ADS
• PUBLICATIONS-FLYERS,BROCHURES,MAGAZINES

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• ANNUAL REPORTS
• SPEAKERS AND PHOTOGRAPHS
• FILMS,DISPLAYS,EXIBITS
• STAGED EVENTS

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• UNCONTROLLED MEDIA
• NEWS RELEASE
• TALK SHOWS AND INTERVIEWS
• MEDIA TOURS
• ARTCLES BY MEDIA AND LETTERS TO THE EDITORS

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• SEMI-CONTROLLED MEDIA
• ELECTRONIC COMMUNICATIONS(WEBSITES,CHAT ROOMS)
• SPECIAL EVENTS AND SPONSORSHIPS
• ETHICAL ISSUES ON PUBLIC RELATIONS

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TYPES OF PUBLIC RELATIONS

• MEDIA,EMPLOYEE,FINANCIAL AND CORPORATE RELATIONS
• PUBLIC AFFAIRS AND LOBBYING
• FUND RAISING AND MEMEBRSHIP DRIVES
• CRISIS MANAGEMENT
• COMMUNITY INVOLVEMENT

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SPONSORSHIP

• BENEFITS OF SPONSORSHIP
• PUBLIC APPROVAL
• INVOLVEMENT OF STAKEHOLDERS
• HIGHLY SELECTIVE-FACE TO FACE ACCESS
• ENHANCES COMPANY IMAGE
• FAN AND EMPLOYEE LOYALTY

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TYPES OF SPONSORSHIPS

• SPORTS( MOST MONEY SPENT)ENTERTAINMENTFESTIVALS,
  FARES AND ANNUAL EVENTSARTS AND CULTURE AND
  CAUSESVENUE MARKETINGPROBLEMS IN MEASUREMENT

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CORPORATE ADVERTISING

• OBJECTIVES (MULTI- TARGET)
• CORPORATE OR INSTITUTIONAL ADVERTISING
• ADVOCACY OR CAUSE ADVERTISEMENTS
• CHECK PORTFOLIO REVIEW P359-364