What is Public Relations?

• "The use of information to _______________________."
• Focuses on communications that _______________________ between a _______________________ and _______________________.

Advantages

• Promote _______________________
• Counteract _______________________
• Promote _______________________ or _______________________
• Assist _______________________
• Give _______________________ on _______________________ and appearances
• Help managers _______________________ public _______________________

Strategic Tools Used

• Press Releases
• In-house publications (Ex: Company newsletters)
• Interviews and Press conferences
• Speakers bureaus
• Films, videotapes, up-to-date picture files
• Feature stories
• Exhibits  & other sponsored events
• Publicity (ex: news stories and public interest stories)

Types of Corporate Advertising

• _______________________ Advertising
• "image" advertising
• _______________________ Advertising
• _______________________ Advertising
• _______________________ advertising
• _______________________

Corporate Image Advertising

• Enhance _______________________
• Used to _______________________

Advocacy Advertising

• Influence opinion on issues of _______________________
• This example shows how Ford is promoting its commitment to recycling

Cause-Related Adv

• Affiliation with an _______________________
• Purpose:  firm's association with a _______________________ enhances the _______________________
• In this example, its in the advertiser's best interest to see fewer
• alcohol-related accidents.

 "Real-World" ExampleRemember the 1993 PEPSI can scandal?

How did Pepsi's PR plan save Pepsi from financial disaster? In other words, what did the PR practitioners do to avoid financial ruin?  Why was Pepsi credited with "writing the book on how to run a successful PR campaign"?