Define: Traditional Public Relations (PR)      -  aka: Public Relations Management Process (3 stages)

1. Management function that focuses on the:
   
   - Determination and evaluation of public attitudes -
    
   - Identification of policies and procedures-
   
   - Development and execution of the program - including communication to bring understanding and acceptance

What are the '3' ways that PR integrates into the Promotional Mix

1. Separate Functions
    
2. Coordinated and Equal 
    
3. Integrated 

1. Building market Excitement before Media Breaks Ads - dramatize product before released to increase effectiveness of ads 
2. Improving ROI - by reducing overall marketing costs
3. Creating News when there is no News
4. Introducing a product with little or no advertising
5. Providing a "value-added" customer service
6. Building Brand-to-customer bonds 
7. Influencing Individuals - giving info to opinion leaders  
8. Defending Products at risk - giving consumers a reason to buy 

Step to of Process of PR 

What are the '10' Advantages/Benefits of MPR?

1. Cost-effective 
2. Highly targeted method of comm.
3. Endorsemetns by independent third parties
4. achievement of credibility 
• b/c seen as unbiased 
5. makes advertising Messages more Credible 
6. Breaks through Clutter
• not subject to ads b/c considered news items 
7. Circumvents Resistance to Sales efforts 
8. Improved Media Involvement w/ cust. 
9. Creates influence among leaders 
10. Improved ROI 

What is the Process of Public Relations (PR)?

1. Determining and Evaluating Public Attitudes 
• 4 Reasons for conducting research
• 3 Reasons Attitudes affect sale of Product/service 
   
2. Establishing a PR Plan
• 4 Step process for Developing PR Program
  
  
3. Developing and Executing a PR Program
• Determining Relevant Target Audiences
• 10 Q Evaluating PR Plans 
  
  
4. Measuring Program Effectiveness 
• 3 Advantages of evaluation of comm. objectives 
• 6 criteria used to measure effect of PR program
• Lotus Hall 9 criteria for measuring PR program
• 3 Levels of Measurement of PR programs

1. Lack of control over media
2. Difficult to tie Slogans or other advertising devisces 
3. media time and space are not guartanteed 
4. no standards for Effective Measurement 

• Provides input in to Planning Process
• Public attitude is starting point
  
• serves as an Early Warning System
• identify potential problems 
   
• Secures internal Support
   
•  increases Effectiveness of Communcation efforts 

Step 2 of Public Relations Process 

What is the '4' Step Process for 

 evloping a Public Relations Plan (Process)

1. Define Public Relations Problems
   
   
2. Plan and Program
   
   
3. Take Action and Communicate 
   
   
4. Evaluate Program 

Step 2 of Process of PR 

What are the 10 Evaluation Questions for Public Relations Plans?

1. Does plan Reflect Understanding of Company's Business Situation?
2. Has PR Program made good use of Research and Background sources? 
3. Does plan include Full Analysis of recent Editorial Coverage?
4. Do PR people fully Understand product's Strengths and Weaknesses?
5. Does PR program describe several Contegent, Relevent Conclusions from Reasearch?
6. Are Program Objectives Specific and Measureable? 
7. Does program clearly Describe what PR Activity will be and How it will benefit the company?
8. Does Program describe How its results will be measured?
9. do the Reasearch, Objectives, activities, and Evaluations Tie Together?
10. How has the PR Department Communicated with Marketing throughout the Development of the Program?

Step 3 of the Process of PR

Determing PR Audiences - 2 types of Audiences?

1. Internal or Associated
• Stockholders and Investors - comm. future plans and Financial Info with annual reports  
• Customers and Clients
• Employees - maintaing morale by newsletters, bulletin boards, DM, and annual Reports
• Community Members - Informing of current engagements w/comm.
• Vendors and Suppliers - maintain goodwill  - socially conscious 
   
2. External or Independent 
• Educators - regarding activities by key marketing Association participation through innovation, research,etc...
• Governments - influency by audience, and educating/informing public directly 
• Financial Groups - (new potential sources of funding) Press releases 
• Civic and Buisness Organizations - (gate keepers of info) influence by financeing, speeches, sponsorships to create Goodwill  
• The Media - determines how companies percieve by Press Releases, conferences, interviews, and special events. 

Step 2 of Process of PR

What are the '6' PR Tools to Impletmenting the PR Program?

1. Press Releases - improve likelyhood that news will be disseminated 
• ensuring right target audience
• making it interesting
• making easy to pass along
2. Interviews
3. Press Conferences -  major breakthroughs, emergencies, catastrophes
• political figures 
• Topics: of major interest to specific groups
• Local level:community events, local developments, 
• Sports teams: attract fan attention
4. The internet - to disseminate PR info 
• deal with: media relations, crises, cause marketing 
• to adress: issues, prove info on prod/serv, archive press releases, linkes to other articles and sites and provide lists of activies and events 
5. Community Involvement - includes membership in local organizations as well as funding events
6. Exclusives - offer exclusive rights to story 
• to enhance likelyhood of acceptance 

step 2 of Process of PR

'3' Main Elements that account for the Differences between Traditional Media and Media Conducted on the Internet are?

1. - Internet allows info. to be presented quickly
   - Internet offers opportunities to build internal links
• Provides media wit hinstant access toa dd. sources of info on issue

- Internet ability to provide more substantial info 

Step 3 of Process of PR

Criteria For Measuring PR Effectiveness?

1. Ratio of positive to negative articles
2. Number of Impressions 
• over time
• on target audience
• on specific Target audiences
3. Percentage of ...
• Positive and negative articles over time
4. Percentage of Postive and Negative Articles by...
• Subject
• Publication
• Reporter
• Target Audience

1. What are the '2' problems with Publicity?
    
2. What are the '4' Advantages of Publicity?
    
3. Define:  Publicity

1. 1) Timing - lack of control
   2) Accuracy - b/c control by 3rd parties -inaccuracy may result
    
2. - substantial credibility
   - News value
   - significant word-of-mouth
   - perception of endorcement by media
   
   
3. Generation of news about a Person, Product/service that appears in the Media
•  Short-term Strategy
• Subset of public relations
• not always positive 
• often originates outside of firm

1. Define: Corporate Advertising (3 parts)
   
   
2. Why is corporate Advertising controversal? (4)

1. - extention of PR Funtion
   - does not promote specific product/service
   - promote organization
• by: image enhancement
• assuming a position or a cause 
• seeking involvement 
   
2. 1) consumers not interested in this kind of advertising
   2) costly form of self-indulgence
   3) looks like firm is in trouble
   4) considered waste of moeny  

What are the '6' Objectives of Corporate Advertising? 

1. Create positive image for firm 
    
2. Communicate organizations viewpoint
    
3. Establish Diversified company identity
    
4. Help newly regulated industries 
    
5. smooth labor relations
    
6. boost employee morale 

What are the '4' types of Corporate Advertising?

1. Image Advertising by:
• General image ads - promoting good will
• position ads
• sponsorship
• recruitment
• financial support
2. Event sponsorship - gets company and product name infront of consumers
• apparrel and equipment
• concerts, stadiums
• music, entertainment
• festivals
• cultural events and arts
• causes
3. Advocacy Advertising
4. Cause-related advertising

1. Define: Advocacy Advertising
   
   
2. Define: cause-related marketing 

1. Propagation of ideas and elucidatioin of controversial social issues of ublic importance in a manner that supports the interests of the sponsor 
• by dopting position a particular issue - rather than promoting company itself 
• issue ads: may have no affiliateing with corporate/trade sponsor 
  
  
2.  companies Link with charities or nonprofit organizations as contributing sponsors (takes time and effort - can be hard to quantify)
• differentiates brands
• increases consumer acceptance of price increases
• generates favorable publicity 
• wins over skeptical officials who impact company

1. Advantages of Corporate Advertising (3)
   
   
2. Disadvantages of Corporate advertising 

1. - Excellent vehicle for positioning the firm
   - takes advantage of benefits derived from PR 
             - attention increases
   - reaches a selected target market 
   
    
2. - May have questionable effectiveness
             - no strong support that this works
   - raises questions on constitutionality and ethics 
             - b/c larger firms tend to have more PR b/c they have more financial stabilty  

"3" ways to measure Corporate Advertising Effectiveness

1. Attitude surveys
• get insights into publics and investors reactions to ads 
   
2. Studies
    
3. Focus Group Research
• find out what investors want to see in ads