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Publicity And

Corporate
Advertising

Introduction
In India PR means
To get good write ups about the company or

its brand in the print media.

Definition
It is the process of engaging the target

segment in an interesting way so that it


responds favorably to the intended
communication and thus develops a favorable
image of the brand and/ or the company.
In simple it means developing good relations
with people

Traditional media
Print
Television
Radio
Internet
Events
Exhibitions
Lobbying
Social

activities

Role of public relations


Correct negative image
Enhance positive image of the company in the

mind set target segments.


Eg; human organization, aggressive past
faced organization, ethical company. (decide
the PR strategy)

Strength of public
relations

Personal touch
Unlike advertising PR talk with customers with
personal touch.
Communication in a news paper through
advertisements v/s favorable write up in news
paper by the journalist.
Exhibition v/s medical journal

Conts
Diversity of tools
Traditional media
Social activities
Conferences meetings

Conts
Cost effectiveness
United states v/s India (nuclear energy for
peaceful purpose )

Weakness of public relations


Measurability results
isolate

the impact of public relations

Recency of domain
New

filed in India
Underdeveloped
Two decades old
Training schools
Learning trading on the job
Theories are hard to find

Conts
Paucity of good professionals
Hard to find good professionals
Learn the job on trade

Public relations publics


Important aspects
Public
Relations

Publics
Internal publics
Organization (corporate organization -employees)
Segmentation sex, location, hierarchy

External publics
Outside the organization
Homogenous
IPO
Brokers, stockists, customers
Existing share holders, company employees

Types of public relations


Reason why a particular campaign
Target segment
Media
Tools

Media relations
Projected positively through the media
Understands the media functioning
Two functional streams
Editorial

side
Advertising side

Corporate public affairs and


community relations
Corporate social responsibility (CSR)
Health care

Eg; TATA, Birla

Crisis management
Natural disaster
Jan 2001

Employee relations
Employee satisfaction study
Awareness about the goals brand

ambassadors
WOM

Financial relations
Bottom line
Charitable organizations
Debt
Equity

Marketing relations
Sale of company's product and services
Prerogative
Organise interviews with marketing

executives

Tools of public relations


Corporate brochures
Mission, vision, products, operations, R&D facilities,
collaboration, key people
Customers, share holders, opinion leaders, govt,
trade partners

Annual reports
Financial details
Annual b/s, P/L A/c, auditors statement
Share holders
Promotional tool

Posters
Different from marketing dept.
marketing dept for trade
PR for the internal communication

Fliers /leaflets
Promotional pieces
Company, product
Not as elaborate as corporate brochure
Cheap and distribute liberally

House journal
Information about the happenings in the company,
both the professional and personal
Carries information about birth days, anniversaries,
deaths
Create a feeling with in the company

Press kit
Tool kit for media conference
Includes press release , company literature, gift
voucher
During pres s conference

Videos and films


Corporate films
Audio visual medium
Used on product launches, training programs for the
new employees, dealers meets, bankers/investors
meet

Training films
Undertake on behalf of HR dept.
Production of training films for the employees

Investor /broker films

The PR dept. is responsible for the production of AV


presentations of the company for brokers /investor
when ever there is a public issue

Special events and company


sponsorships
Sponsor the events involves film stars,

cricketers, sports stars.


World cup buy sponsorships
Femina miss India contests

Fund raising dinners


More in west countries India
Hosted by political parties to raise funds for

the parties for campaigning purpose.

Meetings
Internal publics
Held annually or even frequently
Motivate employees

External publics

Trade meets, investor meets, share holders meets

Social events
ENGAGE SOCIAL EVENTS
PICNICS, WEDDING OF CHAIRMANS DAUGHTER

Managing public relations


Genesis Burson and Masteller
Good relations
Hanmer and partners
Perfect relations

Planning public relations campaign


Define objective

Possible, specific, measurable, achievable, realistic,


time bound

What we want achieve from the campaign


PR should clarify right at the beginning what

is possible to achieve and what is not.


Budget

Implementation of
programme
IPO
Identification of locations
Identification of brokers and investors
Selecting the avenue
Invitations
Ad campaign
Promotional material
Travel arrangements
Media will need to be invited

Final report will need to be prepared


Follow up mailers

Evaluation programme
Depend on the size of the issue and market

characteristics
Corporate image that the company has in the
market
Nature of the instrument and the price brands
Kind of money that has been put in the
promotional activities

Public relations and


research
Primary research
Field work
Pre testing
Post testing

Secondary research

Up to date data base

publicity
Any reference one is able to obtain through

the media
Credibility factor

Corporate advertising
Done over mass media
Promote companys image
Often brand image

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