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Public Relations, Regulations ad Sponsorship Programs- Chp 13.ppt

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Sanjeev Padashetty
Sanjeev Padashetty

This document discusses public relations, regulations, and sponsorship programs. It defines PR as focusing on managing communications with stakeholders rather than just customers. PR aims to get exposure by working with internal stakeholders like employees and external stakeholders like the media and community. PR events can be altruistic by helping employees or cause-related by tying marketing to charity. PR also involves damage control through crisis management or responding to negative publicity. Government regulates unfair marketing practices. Sponsorship marketing involves paying to sponsor groups to enhance brand image and visibility while event marketing sponsors entire events.

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Public Relations, Regulations ad Sponsorship Programs Chapter 13 with Duane Weaver
Public Relations (PR) Definitions PR Department: unit in the firm that manages items related to publicity and communications with all the groups that make contact with a company. PR focuses on stakeholders whereas typical marketing functions primary focus is usually on customers. PR firms often focus on getting hits (exposure count)
Types of PR Stakeholders Stakeholder: person or group that has a vested interest in the organizations well- being, such as: Profits paid as stock dividends Loan repayments received by a lending institution Sales to the company or purchases made by the company Community well being Special Interest topic
PR: Internal Stakeholders Employees Unions Shareholders
PR: External Stakeholders Channel Members Customers Media Local Community Financial Community Government Special-interest Groups
PR Events Altruistic Things provided to employees and other internal stakeholders, e.g.: flowers, fruit baskets, employee rehab programs, child care, purchase discounts Cause-Related When marketing program is tied into some form of charity work so as to gain: Additional customers Increased profits Build consumer goodwill Better relations with government Reduced chances of lawsuits (risk mitigation) Green Development and promotion of products that are environmentally safe
PR: DAMAGE CONTROL Reactive Crisis management (accept blame and apologize or refute) Apology Response to Negative Publicity (impression management) Proactive Entitlings attempts to claim responsibility for positive outcome events. Enhancements attempt to increase the desirable outcome of an event in the eyes of the public.
REGULATIONS Unfair and Deceptive Marketing Practices (when): A substantial number of people or the reasonable person is left with a false impression or misrepresentation related to the product The misrepresentation induces the reasonable person(s) to make a purchase Puffery Exaggerated claim without overt attempt to decieve Gov. Agencies CRTC and Health Canada
Sponsorship Marketing When a company pays money to sponsor someone or some group that is participating in an activity. Used to: Enhance a companys image Increase visibility (exposure) Differentiate Showcase specific goods or services (Buzz marketing) Develop closer relationships with prospective or current customers Unload excess inventory
Event Marketing Similar to sponsorship except that rather than supporting any one person, group or team, an entire specific event is sponsored.
Thank You Have a great day!

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Public Relations, Regulations ad Sponsorship Programs- Chp 13.ppt

  • 1. Public Relations, Regulations ad Sponsorship Programs Chapter 13 with Duane Weaver
  • 2. Public Relations (PR) Definitions PR Department: unit in the firm that manages items related to publicity and communications with all the groups that make contact with a company. PR focuses on stakeholders whereas typical marketing functions primary focus is usually on customers. PR firms often focus on getting hits (exposure count)
  • 3. Types of PR Stakeholders Stakeholder: person or group that has a vested interest in the organizations well- being, such as: Profits paid as stock dividends Loan repayments received by a lending institution Sales to the company or purchases made by the company Community well being Special Interest topic
  • 4. PR: Internal Stakeholders Employees Unions Shareholders
  • 5. PR: External Stakeholders Channel Members Customers Media Local Community Financial Community Government Special-interest Groups
  • 6. PR Events Altruistic Things provided to employees and other internal stakeholders, e.g.: flowers, fruit baskets, employee rehab programs, child care, purchase discounts Cause-Related When marketing program is tied into some form of charity work so as to gain: Additional customers Increased profits Build consumer goodwill Better relations with government Reduced chances of lawsuits (risk mitigation) Green Development and promotion of products that are environmentally safe
  • 7. PR: DAMAGE CONTROL Reactive Crisis management (accept blame and apologize or refute) Apology Response to Negative Publicity (impression management) Proactive Entitlings attempts to claim responsibility for positive outcome events. Enhancements attempt to increase the desirable outcome of an event in the eyes of the public.
  • 8. REGULATIONS Unfair and Deceptive Marketing Practices (when): A substantial number of people or the reasonable person is left with a false impression or misrepresentation related to the product The misrepresentation induces the reasonable person(s) to make a purchase Puffery Exaggerated claim without overt attempt to decieve Gov. Agencies CRTC and Health Canada
  • 9. Sponsorship Marketing When a company pays money to sponsor someone or some group that is participating in an activity. Used to: Enhance a companys image Increase visibility (exposure) Differentiate Showcase specific goods or services (Buzz marketing) Develop closer relationships with prospective or current customers Unload excess inventory
  • 10. Event Marketing Similar to sponsorship except that rather than supporting any one person, group or team, an entire specific event is sponsored.
  • 11. Thank You Have a great day!