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Public Relations

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Kirstie Russell

on 17 October 2013

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Transcript of Public Relations

PR & Buzz Marketing
Public Relations & Buzz Marketing
Princess F. Harrell, Paulia Hughes, Malia Peckler & Kirstie Russell
Advantages & Disadvantages
Advantages
-Low cost
-Reaches specific target audiences
-Helps avoid "clutter"
-Message credibility
-Reaches large audiences
-Creates awareness and demand

Disadvantages
-Lack of control
-Not seen as advertising
-Difficult to measure success
-Room for error
Function of PR
Marketing Public Relations
Future of Public Relations
Buzz Marketing
You are a communications director, company spokesperson. You have a problem. Fix it.
Divide into groups as directed.
"Houston, We Have a Problem!"
Word of Mouth
Buzz Marketing
Emotions
Excitement
BzzAgent

Red Bull vs Nike - their take on buzz marketing

Miley Cyrus - Hot Mess or Hot Marketing?
What is PR?
Public Relations
Textbook: "The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics'." (Percy 2008, p 139)

Dictionary: "The professional maintenance of a favorable public image by a company or other organization or a famous person."
PRSA: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
Proactive & Reactive PR
Proactive PR-
-Positive Messages
-Strengthen brand image
-Generally Free
-Perceived as more credible
-CSR
Reactive PR-
-Negative news/criticisms/weaknesses
-Waiting vs. Planning
-Short-term
The process of planning, executing and evaluating programs that encourage purchase and consumer satisfaction through credible communicators of information and impressions that identify companies and their products with the needs, wants, concerns and interests of consumers
History of PR

1800s The Birth of PR
*1807 Thomas Jefferson used term PR to address US Congress

*1889 Westinghouse established 1st PR department

*1897 1st time PR was applied

* 1900 The Publicity Bureau known as the 1st PR agency

*1907 1st press release written by Ivy L. Lee

*1929 Wall Street crashes, shows need for PR

*1948 Every man in uniform got a bottle of Coca Cola--over 5 million bottles sold

*1948 The Institution of PR was established

*1949 1st PR book was printed

*1953 Harold Burson opened a PR firm by 2001 it in a $253 million operation w/ more
than 2000 employees and 30 countries

*1990 Brian Solis predicts PR 2.0 because of internet emergence

*2008 Dierdre Breakenridge releases book titles PR 2.0.

"There is no doubt that in the past few decades the Internet has transformed the way public relations professionals do their jobs." - Prowl Public Relations
-The Press Release
-Social Platforms
-Networking
-Saving Money
-The Human Factor
Publicity
The fundamental purpose of publicity is to establish in the community a condition of confidence. (Henry C. Adams)
Thought of as free advertising BUT unlike advertising there is no control over the content or when and how the message will be delivered.
Advantages
Disadvantages
Perceived more objective
More persuasive
Will reach fewer people
No control over content
References
http://www.prdaily.com/Main/Articles/Boeing_deploys_proactive_and_reactive_PR_after_Dre_13684.aspx

Kokemuller, N. (n.d.). The Advantages of Proactive PR | Chron.com. Small Business - Chron.com. Retrieved October 13, 2013, from http://smallbusiness.chron.com/advantages-proactive-pr-15972.html

Kulkarni, A. (n.d.). Difference between Marketing and Public Relations. Buzzle.

Percy, L. (2008). Strategic integrated marketing communication: theory and
practice. Amsterdam: Butterworth-Heinemann.
Management
Budka, L. (2013, January 29). Boeing deploys proactive and reactive PR after Dreamliner grounding Articles | Home. PR Daily News: Public Relations news and marketing in the age of social media | Home. Retrieved October 13, 2013, from http://www.prdaily.com/Main/Articles/Boeing
Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill of the organization.

Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication.

Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims

Planning and implementing the organization’s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short, managing the resources needed to perform all of the above.
The Future of PR in a Digital World. (n.d.). Press Release Distribution | Press Release Distribution Services.
Retrieved October 14, 2013, from http://www.ereleases.com/prfuel/the-future-of-pr-in-a-digital-world/
Mourdoukoutas, Panos. (2012, October 18). "Why Nike's Buzz Marketing Strategy Is Riskier
Than Red Bull's" Forbes.com October 13, 2013. http://www.forbes.com/sites/panosmourdou
koutas/2012/10/18/why-nikes-buzz-marketing-strategy-is-riskier-than-red-bulls/
Nike
Athlete
Endorsed
Ads
Red Bull
Photography
& Ads
http://dictionary.cambridge.org/us/dictionary/business-english/buzz-marketing
In Conclusion ...
Brookins, Miranda. "What are the disadvantages of using public relations?" Smallbusiness.com. October 12,, 2013. http://smallbusiness.chron.com/disadvantages-using-public-relations-20498.html
Adams, H. C. (1902). What is Publicity. The North American Review (175th Volume ed., pp. 895-930). New York: The North American Review Publishing Co.
Full transcript