A New Era for Public Relations

“Integrated Brand Promotions”

Integrated Brand Promotions

is the process of using a wide range of promotional tools working together to create widespread brand

exposure

Promotional Tools

• Advertising in mass meda• Sales Promotions (coupons, discounts, gift cards, contests,

samples, trial offers, rebates, frequent user programs, trade shows)

• Point of purchase (in-store) advertising• Direct Marketing (catalogs, telemarketing, e-mail offers,

infomercials)• Personal Selling• Internet advertising (banners, pop-ups/unders, Web Sites)• Blogs• Podcasting• Event Sponsorships• Branded Entertainment (product placement in television

programming, webcasts, and films)• Outdoor signage• Public Relations• Influencer Marketing• Corporate Advertising

PR and “Brands”

• People talk about brands. The challenge is to give them interesting things to talk about, things that bring one’s brand into the conversation in a positive way. Marketers are starting to get it. PR isn’t just about managing goodwill; it can be about finding ways to get your brand into the day to day conversations of consumers

Objectives for Public Relations

• Promoting goodwill• Promoting a product or service• Preparing internal communications• Counteracting negative publicity• Lobbying• Giving advice and counsel

The Tools of Public Relations

• Press Releases• Feature stories• Company Newsletters• Interviews and Press Conferences• Sponsored Events• Publicity

Basic of Public Relations Strategy

1. Proactive Strategy- a public relations audit- a public relations planSituation analysis, program objectives, program rationale, communications vehicles, message content

2. Reactive StrategyTwo steps help firms implement a reactive public relations strategy are ‘the public relations audit’ and ‘the identification of vulnerabilities’

A Final Word on Public Relations

• Public Relations is a prime example of how a firm (or an individual) can identify and then manage aspects of communication in an integrated and synergistic manner to diverse audiences.

• Without recognizing public relations activities as a component of the firm’s overall communication effort, misinformation or disinformation could compromise more mainstream communication such as advertising.

A Final Word on Public Relations

• The coordination of Public Relations into an integrated program is a matter of recognizing and identifying the process as critical to the overall “Integrated Brand Promotions” effort, and, as always, getting the right set of players on the “Integrated Brand Promotions” team.