Chapter 17: Public Relations, Publicity, and Corporate Advertising

Building marketplace excitement before media advertising breaks. Creating advertising news where there is no product news. Introducing a product with little or no advertising. Providing a value-added customer service. Building brand-to-customer bonds 17 Public Relations, Publicity, and Corporate Advertising McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. The Role of Public Relations To manage relationships with the public General Public Employees CLIENT Customers S

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17 Public Relations, Publicity, and Corporate Advertising McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. The Role of Public Relations To manage relationships with the public General Public Employees CLIENT Customers Suppliers Stockholders Public Relations Management Process ¾Determination and evaluation of public attitudes ¾Identification of policies and procedures of an organization ¾Development and execution of the program Marketing Public Relations (MPR) Functions ③Building marketplace excitement before media advertising breaks ③Creating advertising news where there is no product news ③Introducing a product with little or no advertising ③Providing a value-added customer service ③Building brand-to-customer bonds ③Influencing the influentials/opinion leaders ③Defending products at risk and giving customers a reason to buy Segway: An Example of MPR’s at Work ... - tailieumienphi.vn

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