Public Relations, Influencer Marketing, and Corporate Advertising

Chapter 20
Public Relations, Influencer

Marketing, and Corporate
Advertising
1
© 2009 South-Western, a part of Cengage Learning
PPT 20-1
Introductory Scenario:
The Buzz Biz
P & G created “Buzz” for Crest with:
 Public relations—Celebrities were lined up to take the “Quiz”—

MTV, boy band personalities.
 Online—Banners ads promoted the quiz and appeared on
Facebook, MySpace, etc.
 Events and Publicity—Partnered with Vibe.com to host a
speed dating event in Times Square.
 Print ads and posters. Posters appeared in restrooms of night
spots.
2
PPT 20-2
Public Relations
The marketing and management

communications function that deals with a firm’s
public issues.
 Objectives:
– Promote goodwill
– Promote a product or service
– Prepare internal communications
– Counteract negative publicity
– Lobby
– Give advice and counsel
3
PPT 20-3
A New Era for
Public Relations?
 Firms are using PR in new and different ways to create

visibility and image for a brand by getting people to “talk”
about the brand.
 BUT…
– PR is NOT the tool for establishing brands in the market.
– PR lacks the strategic control needed to establish a brand within the
segment in the manner desired by a firm.
– It is true that corporate execs want more “action” and visibility from
promotion. PR is now more prominent in many IBP campaigns as
consumer tire of mass media advertising.
– Good PR can create a positive social “epidemic.”
4
PPT 20-4
Ad in Context Example
Microsoft
Microsoftturned
turnedto to“warm
“warm
and
andfuzzy”
fuzzy”corporate
corporate
advertising
advertisingtotocombat
combat thethe
negative
negativepublicity
publicityofofaa
Department
Departmentof ofJustice
Justice
case
caseagainst
against the
thefirm.
firm.
PPT 20-5 5
Public Relations and Damage
Control
 Intel—Caused its own PR crisis by not responding

to concerns about the performance of the Pentium
chip.
 Taco Bell and the PR “curse” of social networking.
 Wal-Mart in nearly constant damage control.
6
PPT 20-6
Objectives of Public
Relations
 Promote goodwill
 Promote a product or service
 Prepare internal communications
 Counteract negative publicity
 Lobby
 Give advice and counsel
7
PPT 20-7
Tools of Public Relations
 Press releases
 Feature stories
 Company newsletters
 Interviews and press conferences
 Sponsored events
 Publicity
8
PPT 20-8
Public Relations Strategies
 Proactive PR strategy
– Guided by marketing objectives
– Publicize a company and its brands
– Take an offensive rather than defensive posture
 Reactive PR strategy
– Dictated by external influences
– Focuses on problems, not opportunities
– Requires defensive measures
9
PPT 20-9
Proactive Strategies
 Public relations audit

 Public relations plan
– Current situation analysis
– Program objectives
– Program rationale
– Communications vehicles
– Message content
10
PPT 20-10
Reactive Strategies
 Public relations audit
 Identification of vulnerabilities
11
PPT 20-11
Influencer Marketing
 A series of personalized marketing PR

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.
 The idea is to give the influencer something

positive to talk about with respect to firms and
brands.
12
PPT 20-12
Professional Influencer
Programs
 Targeting professionals (doctors, therapists, lawyers,
accountants, etc.) with positive PR messages with goal
of having these “professionals” influence their clients
attitude toward a brand.
 “Seeding the conversation” between the professionals
and their clients.
 Tactics include trade show displays, direct mail
communications, and personal selling calls—all IBP
techniques.
 The process provides professionals with “intellectual
currency.”
13
PPT 20-13
Peer to Peer Influencer
Programs
 Targeting social networks with positive messages about a brand to
pass along through their social networks.
 The programs provide “social currency” within peer networks.
 Buzz and Viral Marketing.
– Buzz marketing is creating an event or experience that yields
conversations that include the brand.
– Viral marketing is the process of consumers marketing to consumers
via:
► the Web (e.g., via blogs or forwarding YouTube links) or through personal
contact. simulated by a firm marketing a brand.
► The idea behind both buzz and viral marketing strategies is to target a
handful of carefully chosen trendsetters or connectors as your influencers,
and let them spread the word.
– Cultivating Connectors
► The sophisticated process of cultivating peer to peer influencers to positively
tout a firm’s brand.
► Procter & Gamble has enrolled 600,000 “connectors” in its Vocalpoint
program—mostly women with wide social networks. 14
PPT 20-14
Corporate Advertising
 Designed to establish a favorable

attitude toward a company as a whole.
 Objectives:
– Build the image of the firm
– Boost employee morale or attract new
employees
– Communicate an organization’s views
– Position the firm’s products
– Play a role in integrated brand promotion
15
PPT 20-15
Corporate
Corporateadvertising
advertising
features
featuresthe
the firm
firmrather
rather
than
thanone
oneofofthe
the firm’s
firm’s
brands.
brands.
16
PPT 20-16
Types of Corporate
Advertising
 Corporate image advertising: Create a
favorable predisposition toward the firm—not
designed to affect sales.
 Advocacy advertising: Establish the firm’s

position on important social, political or
environmental issues.
 Cause-related advertising: Features a firm’s

affiliation with an important social cause.
 Green Marketing: Corporate efforts that embrace a

cause or a program in support of the environment.
17
PPT 20-17
Drinking
Drinkingand
anddriving
driving is
is an
an
important
importantsocial
social issue
issue
featured
featured in
in corporate
corporate
cause-related
cause-relatedadvertising.
advertising.
18
PPT 20-18

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Chapter 20

Public Relations, Influencer

P & G created “Buzz” for Crest with:

 Public relations—Celebrities were lined up to take the “Quiz”—

The marketing and management

 Firms are using PR in new and different ways to create

 Intel—Caused its own PR crisis by not responding

 Taco Bell and the PR “curse” of social networking.

 Wal-Mart in nearly constant damage control.

 Public relations audit

 Public relations audit

 A series of personalized marketing PR

 The idea is to give the influencer something

 Designed to establish a favorable

 Advocacy advertising: Establish the firm’s

 Cause-related advertising: Features a firm’s

 Green Marketing: Corporate efforts that embrace a

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