ALL ABOUT PUBLIC RELATIONS!

If a circus is coming to town

and you paint a sign saying

"Circus coming to the Fairground on

Saturday,"

that's advertising
If you put the sign on the back of an elephant
and walk him into town,

that's promotion
If the elephant walks through the mayor's
flowerbed,

that's publicity
If you can get the mayor to laugh about it;

that's PUBLIC RELATIONS!

 EVOLVING MARKET TRENDS
• 1960s – Product Excellence
The decade of a plethora of new products coming onto the market, with
manufacturers vying with each other to achieve Product Excellence

• 1970s – Branding Excellence

Viable, high quality competing products having being established,
manufacturers concentrated on brand positioning to try and achieve
Branding Excellence

• 1980s – Service Excellence

With growing competition, even branding excellence proved to be not
enough and sellers competed for attaining high service standards and the
goal became Service Excellence
 EVOLVING MARKET TRENDS
• 1990s – Dialogue Excellence
With consumers becoming highly well informed, product, brand and service
excellence began to be taken for granted. To achieve saliency, brands
attempted to establish a dialogue with their clients through a variety of
activities, schemes and incentives. The 1990s was the decade of Dialogue
Excellence

• 2000s – Relationship Excellence

As we entered the new century, increasing globalization and faster
communications meant that even dialogue excellence needed to be upgraded
to a level where the brand should have a continuous relationship with its
target audience. The current decade will therefore be one of Relationship
Excellence
PR … SOME CONCEPTS
• …the actions of a corporation,
store, government, individual,
etc., in promoting goodwill
between itself and the public, the
community, employees,
customers.

• …is all about reputation - the

result of what you do, what you
say and what others say about
you.
 PR …DEFINED
PR IS A PLANNED EFFORT TO STRATEGICALLY
USE VARIOUS CHANNELS OF
COMMUNICATION TO ESTABLISH AND
MAINTAIN GOOD REPUTATION BETWEEN AN
ORGANIZATION AND ITS TARGET AUDIENCES
PR & ADVERTISING
 Credibility

Advertising is a
controlled message
whereas PR is not.
Therefore PR is more
credible..
 Third Party Promotion:

Advertising is what you

say about yourself (your
product / your
company) and PR is
what 'others' say about
you.
 Time Duration

PR is continuous.
Advertising is as and
when needed
 Assistance
PR and Advertising are complementary. One
alone cannot reach places where both
together can..
 PR VS ADVERTISING
• Advertising Is the Wind. PR Is the Sun

• Advertising Is Spatial. PR Is Linear

• Advertising Uses the Big Bang. PR Uses the Slow Buildup

• Advertising Is Visual. PR Is Verbal

• Advertising Is Self-Directed. PR Is Other Directed

• Advertising Dies. PR Lives

• Advertising Is Expensive. PR Is Inexpensive

• Advertising Favors Line Extensions. PR Favors New Brands

• Advertising Likes Old Names. PR Likes New Names

• Advertising Is Brand Maintenance. PR Is Brand Building

 Advertising vs. PR
Advertising PR

Creates awareness Builds credibility

Sales & marketing tool Profile & Authority builder

Production of creative materials and Story generation & editorial

space buying placement

Shifting perceptions through Shifting perceptions through re-

repetition of those creative enforcement through credible
materials third-parties

Characters, slogans, jingles tell the You tell your own story…
story
 PR DIMENSIONS
• Media relations
• Marketing/Brand
communications
• Corporate
communications
• Government relations
• Financial
communications
PR TOOLS
 PR Tools
• Media Relations
• Press/Photo releases/VNR
• Interviews
• Articles & write-ups
• Media tours
• Press conferences
• Press kits
• Surveys
 PR Tools
• Events
• Seminars
• Conferences
• Workshops
• Exhibitions
• Road shows
• Product launches
• Entertainment events (concerts, fashion shows, dinner theatre,
variety shows, cultural shows, etc)
 PR Tools
• Publications
• Newsletters
• Brochures
• Flyers
• Special reports
• Annual reports
• Supplements
 PR Tools

• Endorsers

• Sponsorships
PR TACTICS
 PR TACTICS
Build One
High Central
Momentum Theme

Encourage
Generate
Mass
Goodwill
participation

Evoke
Positive
associations
 WHAT PR DOES…
• Educate target audiences
• Build credibility & remove misconceptions
• Build positive image
• Provide long term mileage to company
• Create a market environment to increase receptivity of new
concepts, ideas, procedures or products
• Extend promotions or advertising
• Leverage brand properties
• Help manage issues or crisis
• Make company personalities recognized
• Capitalize on positive opportunities
• Build relationships
 Target Audiences
Internal
–Employees,
–Management

External
–Consumers
–Government
–Shareholders
–Financial institutions
 Influencers

• Media

• Opinion formers

• Community leaders

• Others
 PR Objectives
• Create awareness

• Build credibility

• Build hype, anticipation, excitement

• Create empathy

• Build relationships
Thank You!