Term
|
Definition
| a marketing and management function that focuses on communications that foster goodwill between a firm and its many constituent groups |
|
|
Term
|
Definition
| unpaid-for media exposure about a firm's activities or its products and services. |
|
|
Term
| proactive public relations strategy: defn |
|
Definition
| a public relations strategy that is dictated by marketing objectives, seeks to publicize a company and its brands, and is offensive in spirit rather than defensive. |
|
|
Term
| reactive public relations strategy: defn |
|
Definition
| a public relations strategy that is dictated by influences outside the control of a company, focuses on problems to be solved rather than opportunities, and requires defensive rather than offensive measure. |
|
|
Term
|
Definition
| an internal study that identifies the characteristics of a firm or the aspects of the firm's activities that are positive and newsworthy. |
|
|
Term
|
Definition
| a plan that identifies the objectives and activities related to the public relations communications issued by a firm. |
|
|
Term
|
Definition
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 salient segment of the population.
Basic idea: Let's give them something to talk about! |
|
|
Term
|
Definition
| the process of creating events or experiences that yield conversations that include the brand or product advertisers are trying to sell. |
|
|
Term
|
Definition
| the process of consumers marketing to consumers over the internet through word of mouth transmitted through e mails and electronic mailing lists |
|
|
Term
|
Definition
| advertising intended to establish a favorable attitude toward a company as a whole, not just toward a specific brand. |
|
|
Term
| cause-related advertising |
|
Definition
| advertising that identifies corporate sponsorship of philanthropic activities. |
|
|
Term
|
Definition
| advertising that attempts to influence public opinion on important social, political, or environmental issues of concern to the sponsoring organization. |
|
|
Term
|
Definition
| corporate efforts that embrace a casue of program in support of the environment. green marketing is currently of particular importance, as the public is becoming increasingly aware and concerned about the urgency of environmental issues. |
|
|
Term
| objectives for public relations |
|
Definition
1. promote goodwill
2. promote a product or service
3. prepare internal communications
4. counteract negative publicity
5. lobbying
6. giving advice and counsel
|
|
|
Term
| tools of public relations |
|
Definition
1. press releases
2. feature stories
3. company newsletters
4. interviews and press conferences
5. sponsored events
6. publicity |
|
|
Term
| press releases (tool of pr) |
|
Definition
free press coverage.
firm can pursue positive publicity from the media.
drawback: don't know if or when an item will appear in the news.
drawback: journalists are free to edit or interpret a news release. |
|
|
Term
| feature stories (tool of pr) |
|
Definition
inviting a journalist to do an exclusive story on the firm when there is a particularly noteworthy event.
more controllable than a press release. cheap and effective. |
|
|
Term
| company newsletters (tool of pr) |
|
Definition
| disseminate positive information about a firm through its employees. sometimes goes to big cheeses in community too. |
|
|
Term
| interviews and press conferences (tool of pr) |
|
Definition
highly effective.
often warranted in crisis management situations.
also: announce important scientific breakthroughs or explain the details of a corporate expansion or a new product launch.
credible: uses a news format to present salient information |
|
|
Term
| sponsored events (tool of pr) |
|
Definition
local: name and logo.
fund-raisers. |
|
|
Term
|
Definition
"free" media exposure about a firm's activities or brand.
when positive, carries heightened credibility.
"There is no such thing as bad publicity." : good thing for your brand to be in the news |
|
|
Term
| basic public relations strategies |
|
Definition
|
|
Term
| proactive pr strategy: components |
|
Definition
1. a pr audit
2. a pr plan |
|
|
Term
|
Definition
1. situation analysis
2. program objectives
3. program rationale
4. communications vehicle
5. message content |
|
|
Term
| reactive pr strategy: components |
|
Definition
1. pr audit
2. the identification of vulnerabilities |
|
|
Term
| professional influencer programs (1 of 2 distinguished programs within influencer marketing) |
|
Definition
putting materials in professional's hands that will make it easy for her to become an advocate, if she believes such advocacy is justified.
systematic seeding of conversations involving a consumer, an influencer, and a brand.
profs becoming advocates requires a long-term commitment.
vets and pet food.
OTs and Sleep Number beds. |
|
|
Term
| peer-to-peer programs (2 of 2 distinguished programs within influencer marketing) |
|
Definition
"social currency" for peer-to-peer versus "intellectural currency" for professionals
1. buzz and viral marketing
2. cultivating connectors - ppl paid to push agendas |
|
|
