A&IBP - Schein - Ch-18 - PR, INfluencer Marketing, Corporate Advertising

Chapter 18
Public Relations, Influencer

Marketing, and Corporate
Advertising
Close Scheinbaum,
Close Scheinbaum,Advertising
Advertising and
and Integrated
Integrated Brand
Brand Promotion,
Promotion, 9th
9th Edition.
Edition. ©
© 2023
2023 Cengage.
Cengage.All
All Rights
Rights Reserved.
Reserved. May
May not
not be
be scanned,
scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or in part.
copied or duplicated, or posted to a publicly accessible website, in whole or in part. 1
18-1
Public Relations
Close Scheinbaum, Advertising and Integrated Brand Promotion, 9th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned,
Public Relations (1 of 4)
• New techniques in public relations (PR) have fostered a bolder, more

aggressive, proactive role for PR in many IBP campaigns.
• PR is also an important tool for implementing prosocial public service
announcements (PSAs).
− Produced, distributed, and promoted by the Ad Council
− Corporate sponsorship has enabled the Ad Council to broaden its reach in communicating
the importance of diversity, equity, and inclusion (DEI).
Exhibit 18.2—The Love Has No Labels ad was
the first PSA ever to win an Emmy Award.
Public Relations, Social Media, and Brand Conversations

• PR joins with social media to help spark brand conversations.
• Antibrand entertainment may seem counterintuitive; but when done creatively,
it can work.
• Consumers are increasingly in control in this brand-obsessed world, using tools
like vlogs, Snapchat, Instagram, Pinterest, Facebook, YouTube, Twitter, and
TikTok.
• Digital media enables firms to become part of the consumer dialogue and:
− Monitor the brand buzz.
− Get the brand into the day-to-day conversations of key consumers.
− Do damage control.
• Word of mouth (WOM) or electronic word of mouth (eWOM) can be a
powerful influence on a consumer’s intentions to buy a brand.
• Chief marketing officers (CMOs) recognize the power and importance of PR.
Public Relations and Damage Control
• An important part of public relations is crisis communications.
• A smart PR strategy is to consider a new brand identity to help build trust after a
major crisis, or series of brand transgressions.
• It is important for all CEOs to be responsive and to not minimize consumer harm
associated with crises related to their brands if the Consumer Product Safety
Commission’s (CPSC) issues a recall.
• Other ways to help offer helpful information to consumers includes pre-roll
advertising or text disclosures.
18-2
Objectives for Public Relations
Objectives for Public Relations (1 of 2)
• Promoting goodwill:
− An image-building function of public relations
• Promoting a product or service:

− Press releases, events, or brand “news” that increase public awareness of a firm’s brands
• Preparing internal communications:

− Disseminating information and correcting misinformation within a firm
Objectives for Public Relations (2 of 2)
• Counteracting negative publicity:

− The damage-control function of public relations
• Lobbying:
− The public relations function can assist a firm in dealing with government officials and
pending legislation
• Giving advice and counsel:

− Assisting management in determining what (if any) position to take on public issues,
preparing employees for public appearances, and helping management anticipate public
reactions
Exhibit 18.7—
Starbucks
actively
promotes
economic and
social
responsibility
as a core
brand value.
18-3
The Tools of Public Relations
The Tools of Public Relations (1 of 2)
• Press Releases: Cover the basic who, what, when, where, and why of an event
− Show economic impact on sponsors to help leverage investment and attract future sponsors
− Drawbacks:
 A firm often doesn’t know if or when the item will appear in the news.
 Journalists are free to edit or interpret a news release.
• Feature Stories: Offer a journalist the opportunity to do a lengthy article with

exclusive rights to the information
• Company Newsletters/E-Newsletters: In-house publications that disseminate
positive information about a firm through its employees
• Interviews and Press Conferences: Used in a crisis management situation or to
make important announcements
The Tools of Public Relations (2 of 2)
• Sponsored Events and Event Marketing: Prominent display of the corporate

name and logo offers residents the chance to see that an organization is
dedicated to supporting their community
• Publicity: Public relations function seeks to monitor and manage publicity but
obviously can never actually control what the media chooses to say or report
− Publicity that appears in conventional news media and official news websites of established
media outlets assumes an air of believability because of the credibility of the media context.
− Nonbusiness organizations often use publicity in the form of news and public-interest stories
as ways to gain widespread visibility.
18-4
Proactive and Reactive
Public Relations Strategies
Public Relations Strategies (1 of 3)
Proactive Strategy
• To implement a proactive public
relations strategy, a firm needs to
develop a comprehensive public
relations program.
1. A public relations audit gathers information about the company in much the
same way as information related to advertising strategy is gathered.
2. A good public relations plan includes the following:
− Situation analysis: Summarizes the information obtained from the public relations audit
− Program objectives: Set for both short-term and long-term opportunities
− Program rationale: Identify the role the program will play relative to other efforts
− Communications vehicles: Specifies what means will be used to implement the plan
− Message and content: Researched and developed just as advertising messages are
− Evaluation: Specifics on how results will be measured
Exhibit 18.11—Mattel’s proactive strategy.
Reactive Strategy
• A firm must quickly implement a reactive public relations strategy when
events outside of its control create negative publicity.
• Focuses on problems to be solved rather than on opportunities.
− The public relations audit: PR audit that was prepared for the proactive strategy helps a firm
also prepare its reactive strategy
− The identification of vulnerabilities: Recognize areas in which the firm has weaknesses in its
operations or products that can negatively affect its relationships with important constituents
18-5
Influencer Marketing and
Social Media for PR Strategy
Social Media for PR Strategy (1 of 5)
• The coordination of public relations into an integrated program is a matter of

recognizing and identifying the process as critical to the overall IBP effort and,
as always, getting the right set of players on your IBP team.
• Influencer marketing can give consumers “something to talk about.”
• Professional Influence Programs: Word-of-mouth communications that result in
brand referrals by influencers have a strong impact on new customers.
− Information from a micro-influencer feels more personal than information from a macro-
influencer.
− A systematic seeding of conversations involving a consumer, the influencer, and the brand.
− Directed at professionals
− Require long-term commitment to develop trust
• Peer-to-Peer Influencer Programs: The idea is to give influencers something fun

or provocative to talk about.
• Buzz and Viral Marketing:
− Buzz marketing occurs when a firm’s marketing activities gain widespread media coverage
and become a source of conversation in households, between friends, at work, or at school.
− Viral marketing occurs when word of mouth in digital media reaches high levels of activity.
− Both depend on high levels of contact among consumers.
− Target a handful of carefully chosen trendsetters or connectors as your influencers and let
them spread the word.
Exhibit 18.15—This Dove campaign
went viral on YouTube.
• Publicity stunts:
− Publicity stunts can be thought of as buzz
builders.
− In 1863, P. T. Barnum orchestrated a
wedding between two of his circus stars
(both just 3 feet tall) to boost attendance at
the circus.
− Today there is the level of experience and
sophistication of technology, organizations,
ad agencies and marketing professionals
when it comes to assisting clients with
influencer programming.
• Cultivating Connectors: Identifying and developing agents who positively tout a
firm’s brand, thus creating a buzz.
− Develop connector databases; find the conversation starters; track the buzz online and off.
• Transparency in Buzz: The FTC requires that free samples or payments made
to influencers must be disclosed.
18-6
Corporate Advertising
Corporate Advertising (1 of 3)
• Intends to establish a favorable attitude toward a company as a whole.

• Scope and objectives of Corporate Advertising:
− Build the image of the firm
− Boost employee morale or attract new employees
− Communicate an organization’s views on social, political, or environmental issues
− Position the firm’s products against competition
− Play a role in overall advertising and IBP strategy of an organization, providing a platform
for more brand-specific campaigns
Types of Corporate Advertising
• Corporate Image Advertising: Enhances the overall image of a firm among
important constituents
− May affect buyer predisposition in brand choice.
• Advocacy Advertising: Meant to influence public opinion on issues of concern
to a firm
• Cause-Related Advertising: The goal can be to enhance the image of the firm
by associating it with social issues of importance to its constituents
− Becoming increasingly common
 Consumers have a more favorable impression of companies that support good causes.
 Consumers believe that the causes a company supports can be a valid reason for switching
brands.
Exhibit 18.23—BNSF airs this
corporate ad on public television.
• Green Marketing: Refers to corporate communication efforts that embrace a

cause or a program in support of the environment
− Currently of particular importance, as the public is becoming increasingly aware and
concerned about the urgency of environmental issues
− Consumers who suspect greenwashing can look for certification from groups like Green
Seal and check on sites like EnviroLink to see who is really doing what to protect the
environment.

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Chapter 18

Public Relations, Influencer

• New techniques in public relations (PR) have fostered a bolder, more

Public Relations, Social Media, and Brand Conversations

• Promoting a product or service:

• Preparing internal communications:

• Counteracting negative publicity:

• Giving advice and counsel:

• Feature Stories: Offer a journalist the opportunity to do a lengthy article with

• Sponsored Events and Event Marketing: Prominent display of the corporate

• The coordination of public relations into an integrated program is a matter of

• Peer-to-Peer Influencer Programs: The idea is to give influencers something fun

− Both depend on high levels of contact among consumers.

• Intends to establish a favorable attitude toward a company as a whole.

− Boost employee morale or attract new employees

− Communicate an organization’s views on social, political, or environmental issues

− Position the firm’s products against competition

• Green Marketing: Refers to corporate communication efforts that embrace a

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