Public Relations Strategies Although there are many ways to use PR as part of a firms
overall IMC effort, the options fall into two basic categories of PR strategies:
1. Proactive Public Relations Strategy This strategy is guided by marketing objectives,
Public Relations Tools There are several means by which a firm can pursue its PR objectives.
The goal is to gain as much control over the process as possible by integrating PR with other
Press Releases To obtain coverage for a partic
The FTC Requires: The endorsers actual qualifications justify his or her status as an expert.
State Regulation There are certain governmental laws that involve the marketing of
goods and services over state lines.
LO 5: INDUSTRY SELF-REGULATION
Perquisites These are the Perks of the job. Flexibility is another kind of perk.
Public Relations and Publicity
Understand the role of Public Relations in the promotional mix
Overview of the process of PR and tools available for marketers/organizations
The consumer increasingly is in control, using tools like blogs, podcasts, YouTube, RSS feeds,
and whatever will be invented next week to exert that control across the Internet.
Marketers must monitor the current buzz about their brands and become part of
Reactive Public Relations Strategy This strategy is dictated by influences outside the control
of a company, focuses on problems to be solved rather than on opportunities, and requires a
company to take defensive measures.
Events usually trigger a reactiv
Organizations like, Northlich and Keller Fay Group assist clients with influencer programming.
They have developed a tracking system that can estimate the number of word-of-mouth
conversations taking place daily.
The Five Ts of Peer-to-Peer Influence:
Promotion is Superficial and Intrusive Critics argue that brand promotion does not provide
good product information at all but only superficial ideas. Advertising messages are biased,
limited, and inherently deceptive.
This argument is based on an attitud
1. Childrens Online Privacy Protection Act (COPPA)
2. Cookies Online tracking markers that advertisers place on a web surfers
hard drive to track that persons online behavior.
3. Spam Unsolicited commercial messages sent through email.
Regulation and Ethics
1. Self-Regulation 1. By Advertisers and Agencies 2. By Trade Associations 3. By Businesses 4. National Advertising Review Council This is an elected body from the different ad
agencies. It is a review council to field complaints