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Public Relations, Regulations
and Sponsorship Programs
12Public relationsRole of public relations
Damage control
Social responsibility
Sponsorship marketing
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Monitor internal and external publics.
Provide positive information to each public
that reinforces the IMC plan. React quickly to any shift by any
of the
publics from the desired position.
F I G U R E 1 3 . 1
Public Relations Functions
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Employees
Unions
Management
Shareholders
Channel members Customers
Media
Local community
Financial community
Special-interest groups
Government
F I G U R E 1 3 . 2
Stakeholders of Public Relations
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Public Relations Events
Altruistic activities
Cause-related marketing
Benefits of supporting causes
Additional customers
Increased profits
Goodwill
Better relations with governmental agencies Green marketing
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McDonalds reminded the public of its
support for the Olympics with a series of
advertisements.
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Reactive Strategies
Crisis Management
Apology
Defense of innocence Excuses
Justifications
Other explanations
Proactive Strategies Entitling
Enhancements
Internet interventions
F I G U R E 1 3 . 4
Damage Control
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Discrimination
Harassment
Pollution
Misleading communications
Deceptive communications
Offensive communications
o Empowerment of employees.
o Charitable contributions
o Sponsoring local events
o Selling environmentally safe
products
o Outplacement programso Support community events
Image Destroying
Activities
Image Building Activities
F I G U R E 1 3. 5
Examples of Socially Responsible Activities
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Positive and Socially Responsible Marketing
Identify areas where the firm can make apositive difference.
Make sure local media are aware.
Inform and involve employees. Invest in advertising and public
relations to
highlight the firms efforts.
To maximize positive impact:
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Internal newsletters
Internal communications
Media news releases
Stockholder correspondence
Annual reports Special events
Collaboration with internal publics
F I G U R E 1 3 . 6
Public Relations Tools
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Sponsorship Marketing Objectives
Enhance company image.
Increase firm visibility.
Differentiate a company or brand.
Showcase specific goods or services. Develop a closer
relationship with
current and prospective customers.
Unload excess inventory
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Sponsoring Individuals
Name recognition 68%
Current popularity 56%
Overall image 53%
Character 51%
Source: Event Marketing/Sponsorships, Public Relations Society
of America
(Http://www.prsa.org/ppc/68022.html )
What attributes do sponsors look for in endorsingan individual
such as Tiger Woods?
http://www.prsa.org/ppc/68022.htmlhttp://www.prsa.org/ppc/68022.html
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To Maximize Event Marketing
Determine objective.
Match event with customers, vendorsand employees.
Cross-promote event. Include company in all event
advertising and brochures.
Track results.
Evaluate the investment following theevent.
