tanner-ppt-ch12

tanner-ppt-ch12 - PrinciplesofMarketing...

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by Jeff Tanner and Mary Anne Raymond by Jeff Tanner and Mary Anne Raymond Principles of Marketing
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Chapter 12 Chapter 12 Public Relations  Public Relations  and Sales Promotions and Sales Promotions   ©2010 Flat World Knowledge, Inc.
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©2010 Flat World Knowledge, Inc. 3 Learning Objectives 1.Understand the concept of public relations and why  organizations allocate part of their promotional budgets to it. 2.Understand what the different types of public relations  tools are. 3.Explain how companies use different public relations tools  to their advantage. Public Relations Activities and Tools Public Relations Activities and Tools
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Press Releases • Public relations people prepare press releases hoping  that the media will pick them up and disseminate to  the public. • There is no guarantee that the media will use a press  release or that content will not be altered. • Topics include charity events, awards, new products,  company reports, and things they are doing to  improve the environment or local community. ©2010 Flat World Knowledge, Inc. 4 Public Relations Tools Public Relations Tools
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• Press releases and other PR activities can also be used  for damage control purposes.  • Damage control is the process of countering the  extreme negative effects that a company gets when it  receives bad publicity.  • Companies that move into foreign markets are  sometimes perceived negatively by locals because  they have little information about the firms. ©2010 Flat World Knowledge, Inc. 5 PR Can Be Used for Damage Control PR Can Be Used for Damage Control
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A sponsorship involves paying a fee to have your name associated with  different things, such as the following: a particular venue (Wrigley Field, the Staples Center)
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tanner-ppt-ch12 - PrinciplesofMarketing...

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