Unformatted text preview: nect/hmEBook.do?setTab= sectionTabs 2/5 9/15/13 M cGr aw- Hill Connect - Ebook employees of the restaurants make and sell customized T -shirts and wristbands. Chili's also hosts a
dedicated website, www.createapepper.com, where civic-minded consumers can purchase or donate
more, as well as buy St. Jude–branded Chili's gift cards.45
Another very popular PR tool is event sponsorship. Ev e n t sp o n so r sh ip occurs when corporations
support various activities (financially or otherwise), usually in the cultural or sports and entertainment
sectors. Some of them are big name events; the titles of most college football playoff games now
include the name of their sponsors (e.g., the Allstate Sugar Bowl). Others are slightly less famous; for
example, Rollerblade USA, the maker of Rollerblade in-line skates, sponsors Skate-In-School, a
program it developed with the National Association for Sport and Physical Education (NASPE) to
promote the inclusion of rollerblading in physical education curricula.
p. 552 Chili's partners with St. J ude's Res earc h Hos pital in a c aus e-related mark eting program to rais e money for the
hos pital b y donating its profits on the las t Monday of Septemb er. Describe the elements of a public
relations toolkit. F irms often distribute a PR toolkit to communicate with various audiences. Some toolkit elements are
designed to inform specific groups directly, whereas others are created to generate media attention
and disseminate information. We depict the various elements of a PR toolkit in Exhibit 18.5.
EXHIBIT 18.5 Ele me n ts o f a Pu b lic Re latio n s To o lkit connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 3/5 9/15/13 M cGr aw- Hill Connect - Ebook CHECK Y OURSELF
1. Why do companies utilize public relations as part of their IMC strategy?
2. What are the elements of a public relations toolkit?
42. Chris t ina Bink ley , “W hic h St ars Sell Fas hion?” The W all St reet J ournal, February 4, 2010.
43. Diego Rinallo and...
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This note was uploaded on 01/25/2014 for the course BADM 320 taught by Professor Staff during the Winter '08 term at University of Illinois, Urbana Champaign.
- Winter '08