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Public Relations, Influencer Mktg, and Corporate Advertising
the role of pr, objectives and tools of pr, pr strategies, strategies in influencer marketing, applications and objectives of corporate advertising
27
Journalism
Undergraduate 3
11/13/2010

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Term
public relations
Definition
a marketing and management function that focuses on communications that foster goodwill between a firm and its many constituent groups
Term
publicity
Definition
unpaid-for media exposure about a firm's activities or its products and services.
Term
proactive public relations strategy: defn
Definition
a public relations strategy that is dictated by marketing objectives, seeks to publicize a company and its brands, and is offensive in spirit rather than defensive.
Term
reactive public relations strategy: defn
Definition
a public relations strategy that is dictated by influences outside the control of a company, focuses on problems to be solved rather than opportunities, and requires defensive rather than offensive measure.
Term
public relations audit
Definition
an internal study that identifies the characteristics of a firm or the aspects of the firm's activities that are positive and newsworthy.
Term
public relations plan
Definition
a plan that identifies the objectives and activities related to the public relations communications issued by a firm.
Term
influencer marketing
Definition
a series of personalized marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word of mouth in a broader and salient segment of the population.
Basic idea: Let's give them something to talk about!
Term
buzz marketing
Definition
the process of creating events or experiences that yield conversations that include the brand or product advertisers are trying to sell.
Term
viral marketing
Definition
the process of consumers marketing to consumers over the internet through word of mouth transmitted through e mails and electronic mailing lists
Term
corporate advertising
Definition
advertising intended to establish a favorable attitude toward a company as a whole, not just toward a specific brand.
Term
cause-related advertising
Definition
advertising that identifies corporate sponsorship of philanthropic activities.
Term
advocacy advertising
Definition
advertising that attempts to influence public opinion on important social, political, or environmental issues of concern to the sponsoring organization.
Term
green marketing
Definition
corporate efforts that embrace a casue of program in support of the environment. green marketing is currently of particular importance, as the public is becoming increasingly aware and concerned about the urgency of environmental issues.
Term
objectives for public relations
Definition

1. promote goodwill

2. promote a product or service

3. prepare internal communications

4. counteract negative publicity

5. lobbying

6. giving advice and counsel

 

Term
tools of public relations
Definition
1. press releases
2. feature stories
3. company newsletters
4. interviews and press conferences
5. sponsored events
6. publicity
Term
press releases (tool of pr)
Definition
free press coverage.
firm can pursue positive publicity from the media.
drawback: don't know if or when an item will appear in the news.
drawback: journalists are free to edit or interpret a news release.
Term
feature stories (tool of pr)
Definition
inviting a journalist to do an exclusive story on the firm when there is a particularly noteworthy event.
more controllable than a press release. cheap and effective.
Term
company newsletters (tool of pr)
Definition
disseminate positive information about a firm through its employees. sometimes goes to big cheeses in community too.
Term
interviews and press conferences (tool of pr)
Definition
highly effective.
often warranted in crisis management situations.
also: announce important scientific breakthroughs or explain the details of a corporate expansion or a new product launch.
credible: uses a news format to present salient information
Term
sponsored events (tool of pr)
Definition
local: name and logo.
fund-raisers.
Term
publicity (tool of pr)
Definition
"free" media exposure about a firm's activities or brand.
when positive, carries heightened credibility.
"There is no such thing as bad publicity." : good thing for your brand to be in the news
Term
basic public relations strategies
Definition
proactive
reactive
Term
proactive pr strategy: components
Definition
1. a pr audit
2. a pr plan
Term
pr plan: components
Definition
1. situation analysis
2. program objectives
3. program rationale
4. communications vehicle
5. message content
Term
reactive pr strategy: components
Definition
1. pr audit
2. the identification of vulnerabilities
Term
professional influencer programs (1 of 2 distinguished programs within influencer marketing)
Definition
putting materials in professional's hands that will make it easy for her to become an advocate, if she believes such advocacy is justified.
systematic seeding of conversations involving a consumer, an influencer, and a brand.
profs becoming advocates requires a long-term commitment.
vets and pet food.
OTs and Sleep Number beds.
Term
peer-to-peer programs (2 of 2 distinguished programs within influencer marketing)
Definition
"social currency" for peer-to-peer versus "intellectural currency" for professionals
1. buzz and viral marketing
2. cultivating connectors - ppl paid to push agendas
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