Corporate Advertising
Chapter 20 with Duane Weaver
Public Relations - defined
• Promote Goodwill
– Image building, industry events, community activities…
• Promote a Product or Service
– Press releases, events, brand news, increase public awareness
• Prepare internal Communications
– Disseminate information and correct misinformation to maintain
employee support
• Counteract Negative Publicity
– Damage control function
• Lobby
– Deal with government officials and pre-empt pending legislation
• Give Advice and Counsel
– Assist management positioning on public issues, prepare employees for
public appearances, and help management anticipate public repsonses.
PR Tools
• Press Releases
• Feature Stories
• Company Newsletters
• Interviews and Press Conferences
• Sponsored Events
• Publicity (unpaid media exposure)
• Buzz Marketing – seeding the media
• Viral Marketing – consumers marketing to
consumers via blogs, newsgroups, etc…
Basic PR Strategy
• Proactive
– Guided by marketing objectives, publicizes brands and company,
offensive approach to PR.
1. PR Audit – looking for +ve newsworthy aspects of a firm
2. PR Plan – identifies objectives and activities
1. Current Situation Analysis
2. Program Objectives
3. Program Rationale
4. Communications Vehicles
5. Message Content
• Reactive
– Driven by outside influences to the company, problem solving based,
defensive approach to PR.
1. PR Audit – same as above (provides ammunition to react)
2. Identification of Vulnerabilities – recognize areas where firm has
weaknesses so as to be prepared for controversy, discussion.
Corporate Advertising
• TYPES:
– Image:
• Majority of corporate advertising is Image.
• Enhance overall image amongst constituents: consumers,
employees, and general public.
– Advocacy:
• Establish corporation’s position on important social, political, ore
environmental issues.
– Cause-Related:
• Features the firm’s affiliation with an important social cause.
ETHICS