First year First year Advertising and Public RelationAdvertising and Public Relation

Paper 580/1.5Paper 580/1.5

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Unit I-Unit I-Make an appointment with an advertising agency manager. Make an appointment with an advertising agency manager. Understand from him/her how advertising of products and services differsUnderstand from him/her how advertising of products and services differs

Unit II-Unit II- Find an example of cooperative advertising. Contact a Find an example of cooperative advertising. Contact a representative of each company that participates in the cooperative representative of each company that participates in the cooperative advertising to understand the advantages and disadvantages of it, as well advertising to understand the advantages and disadvantages of it, as well as the costs associated with it.as the costs associated with it.

Unit III-Unit III- Find examples of false/deceptive advertising across as many Find examples of false/deceptive advertising across as many media channels as possible. Write in what way the advertising was false media channels as possible. Write in what way the advertising was false and what action was taken by reporting press, consumers and the and what action was taken by reporting press, consumers and the company once the deception was exposed.company once the deception was exposed.

Unit IV-Unit IV- Visit a McDonald’s outlet, and find out what kind of emergency Visit a McDonald’s outlet, and find out what kind of emergency plans are in place at restaurant. How did these rules come about ? When ? plans are in place at restaurant. How did these rules come about ? When ? Who framed them? What contingencies do they guard against? Has there Who framed them? What contingencies do they guard against? Has there ever been occasion to implement these? Present your answers in the ever been occasion to implement these? Present your answers in the context of the argument that it is vital for an organization to have context of the argument that it is vital for an organization to have emergency plans in placeemergency plans in place

Unit V-Unit V- Volunteer with an organization of your choice that often Volunteer with an organization of your choice that often distributes press releases. Speak with a manager in the company distributes press releases. Speak with a manager in the company to understand how the company plans different types of press to understand how the company plans different types of press releases, and what rules of thumb it has created in order to ensure releases, and what rules of thumb it has created in order to ensure the best possible result for the companythe best possible result for the company

Unit IUnit I

Make an appointment with an Make an appointment with an advertising agency manager. advertising agency manager. Understand from him/her how Understand from him/her how

advertising of products and advertising of products and services differs.services differs.

Advertising :Advertising :Adverting is only one element of the promotion mix, but it Adverting is only one element of the promotion mix, but it

often consideredoften considered

prominent in the overall marketing mix design.prominent in the overall marketing mix design.

Advertising is integral part of our social and economic Advertising is integral part of our social and economic systems. In our complex society , advertising has evolved into systems. In our complex society , advertising has evolved into

a vital communications system for both consumers and a vital communications system for both consumers and businesses.businesses.

Advertising is defined as any paid form of nonpersonal Advertising is defined as any paid form of nonpersonal communication about an organization, product, service or idea communication about an organization, product, service or idea

by an identified sponsor.by an identified sponsor.

Dictionary meaning of the term is “ to give public notice or to Dictionary meaning of the term is “ to give public notice or to announce publicly.”announce publicly.”

Ad. Agency:Ad. Agency:Getting the best out of advertising is a highly skilled job. It requires the Getting the best out of advertising is a highly skilled job. It requires the

inputs of experts in many different fields like writers, artists, inputs of experts in many different fields like writers, artists, photographers, designers, television production crews and many others. photographers, designers, television production crews and many others. Even the biggest advertisers cannot afford to employ all these experts. Even the biggest advertisers cannot afford to employ all these experts.

Almost all advertising is therefore arranged through an advertising Almost all advertising is therefore arranged through an advertising agency which provides the necessary skill to turn the message into a agency which provides the necessary skill to turn the message into a

memorable and effective advertisement. Advertising has not only come memorable and effective advertisement. Advertising has not only come to reflect pop culture but has also become an important element of to reflect pop culture but has also become an important element of

economic growth. economic growth.

An advertising agency is a firm that specializes in the An advertising agency is a firm that specializes in the creation, design and placement of advertisements, and in creation, design and placement of advertisements, and in the planning and execution of promotional campaigns for the planning and execution of promotional campaigns for

products and services of their clientsproducts and services of their clients

CLASSIFICATION AND TYPES CLASSIFICATION AND TYPES OF ADVERTISINGOF ADVERTISING

Product – Related Product – Related AdvertisingAdvertising

Pioneering AdvertisingPioneering Advertising Competitive AdvertisingCompetitive Advertising Retentive AdvertisingRetentive Advertising

Public Service Public Service AdvertisingAdvertising

Functional ClassificationFunctional Classification Advertising Based on Advertising Based on

Demand Influence Level. Demand Influence Level. 1.Primary Demand 1.Primary Demand

(Stimulation)(Stimulation) 2. Selective Demand 2. Selective Demand

(Stimulation)(Stimulation) Institutional AdvertisingInstitutional Advertising Product AdvertisingProduct Advertising

Cont. types :Cont. types : 1.Informative Product 1.Informative Product

AdvertisingAdvertising 2.Persuasive Product Advertising2.Persuasive Product Advertising 3.Reminder-Oriented Product 3.Reminder-Oriented Product

AdvertisingAdvertisingAdvertising based on Product Advertising based on Product

Life CycleLife Cycle Consumer AdvertisingConsumer Advertising Industrial AdvertisingIndustrial Advertising Trade AdvertisingTrade Advertising Retail AdvertisingRetail Advertising Wholesale AdvertisingWholesale Advertising Advertising Based on Area of Advertising Based on Area of

operationoperation National advertisingNational advertising Local advertisingLocal advertising Regional advertisingRegional advertising Advertising According to Advertising According to

Medium UtilizedMedium Utilized

Now as per our query what differs in Now as per our query what differs in products and services advertising.products and services advertising.Here the main difference lies in the Here the main difference lies in the

meaning of their tangibility. To clarify meaning of their tangibility. To clarify this as:this as:

Advertising services is one of the most difficult type of Advertising services is one of the most difficult type of advertising. You don't have a tangible product you can put in advertising. You don't have a tangible product you can put in

someone's hand. They can't touch it, feel it, see it or smell it. It someone's hand. They can't touch it, feel it, see it or smell it. It must often be explained as well as demonstrated.must often be explained as well as demonstrated.

One of the best examples of service advertising is carpet One of the best examples of service advertising is carpet cleaners. They come in, run some machinery over your carpets cleaners. They come in, run some machinery over your carpets

and leave. Nothing tangible is left behind. Except clean and leave. Nothing tangible is left behind. Except clean carpets.carpets.

Service advertising is most often emotional advertising. Carpet Service advertising is most often emotional advertising. Carpet cleaners don't sell clean carpets. They sell health to the infant cleaners don't sell clean carpets. They sell health to the infant

crawling on the floor. They sell pride that people can visit a crawling on the floor. They sell pride that people can visit a beautiful clean home . On the contrary advertising products; beautiful clean home . On the contrary advertising products;

they can touched ,felt, saw or smelled. e.g. Colgate total.they can touched ,felt, saw or smelled. e.g. Colgate total.

AAlthough the rules of marketing apply pretty equally to most lthough the rules of marketing apply pretty equally to most products, the advertising and marketing of a service has a few products, the advertising and marketing of a service has a few

differences. The biggest difference is that there is no product for differences. The biggest difference is that there is no product for the customer to touch, smell or see.the customer to touch, smell or see.

A service is whatever the customer perceives it to be .The owner of A service is whatever the customer perceives it to be .The owner of a service company may see the finished product in an entirely a service company may see the finished product in an entirely

different light than the customerdifferent light than the customer For example, a carpet cleaner knows certain fabrics and For example, a carpet cleaner knows certain fabrics and colors may not clean as well as others. Heavy traffic may colors may not clean as well as others. Heavy traffic may

have worn the carpet. Cleaning will not make wear disappear.have worn the carpet. Cleaning will not make wear disappear.The customer may not understand these things. The The customer may not understand these things. The

customer may unrealistically expect the carpet to be exactly customer may unrealistically expect the carpet to be exactly like new. The owner of a service company has a much like new. The owner of a service company has a much

tougher selling job than the person with a product. He may tougher selling job than the person with a product. He may have to offer to clean a portion of the carpet at no charge to have to offer to clean a portion of the carpet at no charge to

convince the customer of the quality of the finished job.convince the customer of the quality of the finished job.

Example Example

Another clear difference as :Most service Another clear difference as :Most service businesses live on word-of-mouth businesses live on word-of-mouth advertising, and referrals. Satisfied advertising, and referrals. Satisfied

customers who will be happy to write customers who will be happy to write testimonials of your service and qualitytestimonials of your service and quality of of

work.work. To demystify more we take To demystify more we take

excerpts from interview of Kunal excerpts from interview of Kunal Lalani MD Of Caryons Advertising Lalani MD Of Caryons Advertising

Ltd. In 4PsB&M.Ltd. In 4PsB&M.

About Crayons Advertising Ltd. About Crayons Advertising Ltd. Crayons Advertising Crayons Advertising LtdLtd

D-12,NELSON CHAMBERS 115,NMR, 600029, TAMIL D-12,NELSON CHAMBERS 115,NMR, 600029, TAMIL NADU NADU

p: 42082975p: 42082975 Kunal Lalani, a Commerce graduate from Delhi University, Kunal Lalani, a Commerce graduate from Delhi University, single handedly set up Crayons Advertising in 1986 with single handedly set up Crayons Advertising in 1986 with

meager resources. As Managing Director of the agency, he has meager resources. As Managing Director of the agency, he has driven it to make it one of the largest independent agencies in driven it to make it one of the largest independent agencies in

India. A hands-on person, his strength lies in understanding India. A hands-on person, his strength lies in understanding the intricacies of Indian business and providing not only the intricacies of Indian business and providing not only communication solutions but business solutions as well. communication solutions but business solutions as well.

His passion for the industry led to the formation of the His passion for the industry led to the formation of the Advertising Agencies Guild of India (AAG), of which he was the Advertising Agencies Guild of India (AAG), of which he was the Founder-President, and he mobilized 30 ad agencies to work Founder-President, and he mobilized 30 ad agencies to work

on issues of common interest. He was also a member on issues of common interest. He was also a member representing North Zone at the Advertising Agencies representing North Zone at the Advertising Agencies

Association of India (AAAI). Association of India (AAAI).

Kunal LalaniKunal Lalani, Managing Director, Crayons , Managing Director, Crayons

AdvertisingAdvertising Congress is not Colgate Congress is not Colgate

PalmolivePalmolive. .

Winning an unlimited budget Winning an unlimited budget account of congress party is great account of congress party is great

news for any agency.news for any agency.

What made us win is the fact that we What made us win is the fact that we did a lot of homework before (clients did a lot of homework before (clients

perspective –AIDA- [attention, interest, perspective –AIDA- [attention, interest, desire, action])desire, action])

I reiterate that we are aligned to a particular I reiterate that we are aligned to a particular project, not a party, plus we were dealing with project, not a party, plus we were dealing with highly sensitive people. For them, the vote of highly sensitive people. For them, the vote of Anil Ambani is equal to the vote of any other Anil Ambani is equal to the vote of any other

person. And not always think in English in person. And not always think in English in India ,instead thought in Hindi.India ,instead thought in Hindi.

Having to work with political party, we Having to work with political party, we developed insight how they think and their developed insight how they think and their mindset. If we were thinking in Hindi, it’s mindset. If we were thinking in Hindi, it’s

oblivious that we used our insights to connect oblivious that we used our insights to connect

with the aam aadmiwith the aam aadmi..

Conclusion:Conclusion: We conclude from above excerpt We conclude from above excerpt

that we will not treat Public that we will not treat Public Services Advertising like a Colgate Services Advertising like a Colgate

Palmolive or a Close-Up.Palmolive or a Close-Up.

Unit IIUnit II

Find an example of cooperative Find an example of cooperative advertising. Contact a representative of advertising. Contact a representative of each company that participates in the each company that participates in the cooperative advertising to understand cooperative advertising to understand

the advantages and disadvantages of it, the advantages and disadvantages of it, as well as the costs associated with it.as well as the costs associated with it.

Cooperative Advertising:Cooperative Advertising: Cooperative (co-op) advertising is an agreed-on sharing of Cooperative (co-op) advertising is an agreed-on sharing of

specified advertising costs or other promotional costs among specified advertising costs or other promotional costs among manufacturers and retailers or analogous groups. Co-op is an manufacturers and retailers or analogous groups. Co-op is an arrangement beneficial to both manufacturers and their business arrangement beneficial to both manufacturers and their business partners and an excellent way to expand advertising and partners and an excellent way to expand advertising and promotion.promotion.

Cooperative advertising is a cost-sharing arrangement between Cooperative advertising is a cost-sharing arrangement between you and your suppliers for your advertising. The rules and policies you and your suppliers for your advertising. The rules and policies for each cooperative advertising arrangement will vary for each for each cooperative advertising arrangement will vary for each supplier. However, one feature that is common in almost all supplier. However, one feature that is common in almost all cooperative advertising arrangements is that you must cooperative advertising arrangements is that you must prominently feature the supplier's product or service in your prominently feature the supplier's product or service in your advertisement. Cooperative advertising can significantly advertisement. Cooperative advertising can significantly minimize your expensesminimize your expenses— in particular, your advertising expense — in particular, your advertising expense

As per our definitions we simplified the term co-op As per our definitions we simplified the term co-op advertising as:advertising as:

Cooperative advertising occurs Cooperative advertising occurs when two brands appear in one when two brands appear in one ad because their lifestyles match; ad because their lifestyles match; said said Harish BijoorHarish Bijoor, , CEO Harish CEO Harish Bijoor Consult ltdBijoor Consult ltd, a marketing , a marketing consulting firm. It’s kind of like a consulting firm. It’s kind of like a marriage between two people marriage between two people from different background with from different background with common goals; he added.common goals; he added.

Reebok and Sony Ericsson may Reebok and Sony Ericsson may seem unlikely partners; just as seem unlikely partners; just as Nike and Apple or Samsung and Nike and Apple or Samsung and Hindustan Unilever Ltd, do. Hindustan Unilever Ltd, do. Yet ,these companies have either Yet ,these companies have either already launched or plan to already launched or plan to launch joint advertising or launch joint advertising or cooperative advertising campaign cooperative advertising campaign in an effort to sell common in an effort to sell common benefits and reduce overall costs benefits and reduce overall costs

Furthering how these companies Furthering how these companies participates in co-op advertisingparticipates in co-op advertising

For Sony Ericsson and Reebok , and Nike and iPod the For Sony Ericsson and Reebok , and Nike and iPod the commonality lies in the fact that most serious runners (or commonality lies in the fact that most serious runners (or hobby runners) listen to music while running. The two hobby runners) listen to music while running. The two companies came together to present exercise as an companies came together to present exercise as an experience and not a chore.experience and not a chore.

Intel India among the first companies to launch cooperative Intel India among the first companies to launch cooperative campaigns in association with PC makers. The campaigns campaigns in association with PC makers. The campaigns which still continues, made Intel, which makes chips, one of which still continues, made Intel, which makes chips, one of the most recognized brands in the world. PC makers the most recognized brands in the world. PC makers benefited by association with a company that was benefited by association with a company that was considered a technology leader . In addition ,small PC considered a technology leader . In addition ,small PC assemblers gained credibility by associating with the brand assemblers gained credibility by associating with the brand e.g. Sahara, Chirag. Intel campaign started in 1991, when e.g. Sahara, Chirag. Intel campaign started in 1991, when the firm created cooperative advertising fund. Intel the firm created cooperative advertising fund. Intel sometimes pays up to 75% of advertising cost.sometimes pays up to 75% of advertising cost.

Examples in FMCGExamples in FMCG Samsung India Electronic Pvt. Ltd and Hindustan Uniliver Samsung India Electronic Pvt. Ltd and Hindustan Uniliver

have just launched a cooperative advertising effort where have just launched a cooperative advertising effort where some of the latter’s Surf Excel packs carry Samsung some of the latter’s Surf Excel packs carry Samsung branding on one side and their own branding on the other.branding on one side and their own branding on the other.

In early 2000’s P&G home product ltd, and Whirpool India In early 2000’s P&G home product ltd, and Whirpool India ltd launched a similar one for Ariel detergent and Whirpool ltd launched a similar one for Ariel detergent and Whirpool washing machines.washing machines.

“ “Cooperative advertising accounts for a very small Cooperative advertising accounts for a very small percentage of total advertising because the issues percentage of total advertising because the issues companies face while working together are far too many”. companies face while working together are far too many”. Said Bijoor. But if done right, the reach can be twofold and Said Bijoor. But if done right, the reach can be twofold and can change the way advertising works.can change the way advertising works.

Benefits of Cooperative AdvertisingBenefits of Cooperative Advertising

The biggest benefit of cooperative advertising for The biggest benefit of cooperative advertising for small business owners, of course, is that such small business owners, of course, is that such arrangements can dramatically cut advertising arrangements can dramatically cut advertising costs .e.g. Intelcosts .e.g. Intel

Another benefit that sometimes results from such Another benefit that sometimes results from such agreements is valuable creative and media-agreements is valuable creative and media-buying guidance. Some large manufacturers will buying guidance. Some large manufacturers will provide help for the small business owner in provide help for the small business owner in refining the look and message of the refining the look and message of the advertisement, and in effectively placing the ad advertisement, and in effectively placing the ad in a mutually beneficial way. E.g. service sector, in a mutually beneficial way. E.g. service sector, garment retails. garment retails.

Drawbacks to Cooperative Drawbacks to Cooperative AdvertisingAdvertising

The small business owner must be careful that he The small business owner must be careful that he or she completely understands the commitment or she completely understands the commitment involved when seeking a cooperative advertising involved when seeking a cooperative advertising agreement. Many manufacturers demand a agreement. Many manufacturers demand a certain style of advertising, or a high level of certain style of advertising, or a high level of quality that may be difficult for a struggling quality that may be difficult for a struggling business to achieve. There may be hidden business to achieve. There may be hidden requirements which must be met, or limits on the requirements which must be met, or limits on the kind of advertising which can be funded by kind of advertising which can be funded by manufacturers'. The specific demands involved in manufacturers'. The specific demands involved in an advertising cooperation will vary widely an advertising cooperation will vary widely between manufacturers; business consultants between manufacturers; business consultants recommend that small business owners consult recommend that small business owners consult an attorney before signing any such agreements.an attorney before signing any such agreements.

Unit IIIUnit III

Find examples of false/deceptive Find examples of false/deceptive advertising across as many media advertising across as many media

channels as possible. Write in what way channels as possible. Write in what way the advertising was false and what action the advertising was false and what action was taken by reporting press, consumers was taken by reporting press, consumers and the company once the deception was and the company once the deception was

exposed.exposed.

IntroductionIntroduction

Deceptive advertising and marketing Deceptive advertising and marketing practices have been around since the practices have been around since the

beginning of time and are still prevalent beginning of time and are still prevalent today. Sometimes it is done unknowingly by today. Sometimes it is done unknowingly by an advertiser, however, more often than not, an advertiser, however, more often than not,

it is done with the intent to mislead the it is done with the intent to mislead the consumer.consumer.

What is false or What is false or misleading advertisingmisleading advertising ? ?

An advertisement or marketing practice is considered deceptive An advertisement or marketing practice is considered deceptive if there is a "representation, omission, or practice that is likely to if there is a "representation, omission, or practice that is likely to mislead the consumer". The advertisement does not necessarily mislead the consumer". The advertisement does not necessarily

have to cause actual deception, but, according to the Federal have to cause actual deception, but, according to the Federal Trade Commission (FTC), the act need only likely mislead the Trade Commission (FTC), the act need only likely mislead the

consumer (Federal Trade Commission, 1998 .consumer (Federal Trade Commission, 1998 .False advertising consists of any claims that are untruthful or False advertising consists of any claims that are untruthful or deceptive to a reasonable consumer. Misleading advertising deceptive to a reasonable consumer. Misleading advertising consists of any claims) that may give a consumer the wrong consists of any claims) that may give a consumer the wrong

impression about a product they wish to purchase or use. State impression about a product they wish to purchase or use. State and federal regulators also monitor and federal regulators also monitor unfair advertising unfair advertising

practicespractices. False or misleading advertisements may cause . False or misleading advertisements may cause damage to consumers including financial losses. damage to consumers including financial losses.

Types of false or misleading Types of false or misleading advertisingadvertising

It is illegal to promote a product that a company does not intend It is illegal to promote a product that a company does not intend to sell or provide. to sell or provide.

High-pressure sales tactics to get a consumer to purchase an High-pressure sales tactics to get a consumer to purchase an

unwanted product or serviceunwanted product or service Artificially inflating prices to make it appear that a good deal is Artificially inflating prices to make it appear that a good deal is

available available Use of fine print to mislead consumers Use of fine print to mislead consumers Failure to disclose when an offer expires Failure to disclose when an offer expires False claims of going out of business or offering wholesale or False claims of going out of business or offering wholesale or

factory direct products misleadinglyfactory direct products misleadingly Deceptive non-disclosure Deceptive non-disclosure

And moreAnd more

ExamplesExamples

Examples: Examples:

Examples:Examples:

Penalties against false or Penalties against false or misleading advertisingmisleading advertising

Under Central and state consumer protection laws, there a Under Central and state consumer protection laws, there a number of penalties that may be brought against number of penalties that may be brought against companies who run false or misleading ads, which may companies who run false or misleading ads, which may include ordering companies to stop engaging in deceptive include ordering companies to stop engaging in deceptive practices, hefty fines, corrective advertising, disclosures, practices, hefty fines, corrective advertising, disclosures, and more. and more.

In the event that false or misleading advertising causes In the event that false or misleading advertising causes harm or injury to a consumer, civil penalties can be harm or injury to a consumer, civil penalties can be imposed to recover imposed to recover monetary damagesmonetary damages. Under the . Under the Lanham ActLanham Act, a consumer bringing a lawsuit against a , a consumer bringing a lawsuit against a company must prove that the advertisement was actually company must prove that the advertisement was actually false or likely to mislead or confuse consumers. false or likely to mislead or confuse consumers. Evidence Evidence of consumer confusion is a requirement to obtain of consumer confusion is a requirement to obtain recovery for damages.recovery for damages.

Unit IVUnit IV

Visit a McDonald’s outlet, and find out what kind Visit a McDonald’s outlet, and find out what kind of emergency plans are in place at restaurant. of emergency plans are in place at restaurant. How did these rules come about ? When ? Who How did these rules come about ? When ? Who

framed them? What contingencies do they guard framed them? What contingencies do they guard against? Has there ever been occasion to against? Has there ever been occasion to

implement these? Present your answers in the implement these? Present your answers in the context of the argument that it is vital for an context of the argument that it is vital for an

organization to have emergency plans in place.organization to have emergency plans in place.

PR skills importance at restaurant :PR skills importance at restaurant :People who open their own restaurant typically possess an People who open their own restaurant typically possess an abundance of highly desirable traits and skillsabundance of highly desirable traits and skills. Almost . Almost without exception, without exception, they're very capable individuals who they're very capable individuals who

are naturally optimistic, creative, dedicated, highly are naturally optimistic, creative, dedicated, highly motivated, action-oriented, and are not afraid of hard motivated, action-oriented, and are not afraid of hard

work and long hours to achieve their goals. work and long hours to achieve their goals. Although restaurant owners consistently display these Although restaurant owners consistently display these positive characteristics, it's no secret that many new positive characteristics, it's no secret that many new

restaurateurs find themselves faced with moderate and restaurateurs find themselves faced with moderate and even severe challenges in turning their restaurants into even severe challenges in turning their restaurants into

successful businesses. There's a lot of truth in the successful businesses. There's a lot of truth in the statement, statement, "opening a restaurant is the easy part, the "opening a restaurant is the easy part, the

real challenge is making money at it."real challenge is making money at it."

One of the main occupational hazards of One of the main occupational hazards of owning a restaurant is getting buried in the owning a restaurant is getting buried in the

small detail of daily operations.small detail of daily operations.

As our activity suggest how As our activity suggest how McDonald successfully adopt McDonald successfully adopt

PR regime at restaurantPR regime at restaurant

overviewoverview

Despite its worldwide proliferation, McDonald’s is still an Despite its worldwide proliferation, McDonald’s is still an indelible symbol of American culture. Representing the indelible symbol of American culture. Representing the

world’s largest chain of fast food restaurants, the world’s largest chain of fast food restaurants, the McDonald’s golden arches are nearly ubiquitous; the chain McDonald’s golden arches are nearly ubiquitous; the chain boasts some 31,000 restaurants in over 100 countries that boasts some 31,000 restaurants in over 100 countries that

together serve about 52 million customers each the together serve about 52 million customers each the McDonald’s Corporation poses interesting challenges to McDonald’s Corporation poses interesting challenges to

public diplomacy.public diplomacy.

History/FoundingHistory/Founding

McDonald’s was originally established in the United States McDonald’s was originally established in the United States by the brothers Mac and Richard McDonald. After the failure by the brothers Mac and Richard McDonald. After the failure of several car hop style restaurants, the brothers of several car hop style restaurants, the brothers implemented a system emphasizing speed, volume, and implemented a system emphasizing speed, volume, and low prices.The new system would use mechanized kitchens, low prices.The new system would use mechanized kitchens, assembly lines, and preassembled food to reduce cost, assembly lines, and preassembled food to reduce cost, increase production, and generate higher customer increase production, and generate higher customer turnover. Thus, in 1948, the modern McDonald’s restaurant turnover. Thus, in 1948, the modern McDonald’s restaurant made its debut. By 1955, the first franchise was opened by made its debut. By 1955, the first franchise was opened by Ray Kroc in Des Plaines, Illinois, marking the creation of the Ray Kroc in Des Plaines, Illinois, marking the creation of the McDonald’s Corporation. Though the McDonald’s brothers McDonald’s Corporation. Though the McDonald’s brothers sold a few franchises, the franchising boom didn’t begin sold a few franchises, the franchising boom didn’t begin until Kroc purchased the rights to the chain in the early until Kroc purchased the rights to the chain in the early 1960’s. Kroc emphasized the idea of fast, low-priced, 1960’s. Kroc emphasized the idea of fast, low-priced, quality products offered in a clean, friendly environment. quality products offered in a clean, friendly environment. Rigorous rules governed franchise operations, creating Rigorous rules governed franchise operations, creating homogeneity in the McDonald’s look, taste, and experience.homogeneity in the McDonald’s look, taste, and experience.

What I Learned About PR at McDonaldWhat I Learned About PR at McDonaldss

At McDonalds I've given it a little At McDonalds I've given it a little thought and there are three big lessons thought and there are three big lessons I learned that I carry with me today in I learned that I carry with me today in

my practice of public relations.my practice of public relations.

These points are taken from the excerpts of Bob Langert, Senior These points are taken from the excerpts of Bob Langert, Senior Director for Corporate Responsibility for McDonalds, and author of the Director for Corporate Responsibility for McDonalds, and author of the

Open for Discussion Blog.Open for Discussion Blog.

Know Your AudienceKnow Your Audience :In PR, :In PR, knowing who you are serving and knowing who you are serving and meeting their preferences is the key meeting their preferences is the key to unlocking loyaltyto unlocking loyalty

The Power of Having and The Power of Having and Working a PlanWorking a PlanEverything at McDonalds was Everything at McDonalds was regimented. We wore the same regimented. We wore the same uniform, followed detailed processes uniform, followed detailed processes for readying food, observed minimum for readying food, observed minimum wait times in the drive thru (2 wait times in the drive thru (2 minutes max minutes max Everything was timed and customers Everything was timed and customers were generally happy with the food were generally happy with the food served up by this otherwise different served up by this otherwise different types of crew. Likewise, in PR it is types of crew. Likewise, in PR it is important to have a plan in place so important to have a plan in place so that you aren’t alwaysthat you aren’t always running from running from crisis to crisis.crisis to crisis.

Cont.Cont. How to Shift Gears in a CrisisHow to Shift Gears in a Crisis

Picture this, a bus with more than 50 kids arrives and their Picture this, a bus with more than 50 kids arrives and their chaperones in the restaurant and you have enough food for about chaperones in the restaurant and you have enough food for about 10, the average crowd at that time of day. It takes a good two to 10, the average crowd at that time of day. It takes a good two to three minutes to get 20 hamburgers made and don’t even ask for three minutes to get 20 hamburgers made and don’t even ask for a filet of fish, fry times are longer – which also means we don’t a filet of fish, fry times are longer – which also means we don’t have enough fries. What do you do, well, you innovate within the have enough fries. What do you do, well, you innovate within the plan. We took orders and “parked” the customers to the side so plan. We took orders and “parked” the customers to the side so that the lines didn’t get out of hand. We pulled a person off the that the lines didn’t get out of hand. We pulled a person off the register to fill orders and the manager kept up with the fries, register to fill orders and the manager kept up with the fries, taking pressure off of the front line. We then handed out free kids taking pressure off of the front line. We then handed out free kids cones to appease the crowd.cones to appease the crowd.In a PR, when a crisis hits, it is important to know who does what. In a PR, when a crisis hits, it is important to know who does what. The McDonald’s system makes that apparent, everyone has The McDonald’s system makes that apparent, everyone has defined roles, so the manager can easily make a few tweaks to defined roles, so the manager can easily make a few tweaks to “hone the plan” in action. A PR crisis plan should do the same.“hone the plan” in action. A PR crisis plan should do the same.

Now how these rules comes out Now how these rules comes out and who framed them.and who framed them.

Ray Kroc, Founder of McDonald'sRay Kroc, Founder of McDonald's build a complete "set of instructions" build a complete "set of instructions" for operating a McDonald's for operating a McDonald's restaurant restaurant

He required every new franchisee to He required every new franchisee to attend the corporation's Hamburger attend the corporation's Hamburger University to learn the McDonald's University to learn the McDonald's "system" or way of doing business "system" or way of doing business regardless of their experience. regardless of their experience.

Conclusion Conclusion From the visit at McDonalds outlet it is imperative for an From the visit at McDonalds outlet it is imperative for an

organization to have PR planning in place to face any type of organization to have PR planning in place to face any type of crisis- regarding influx of customer , security contingencies. Their crisis- regarding influx of customer , security contingencies. Their must be a comprehensive developed system:must be a comprehensive developed system:

Increase the odds you'll attract and keep quality employeesIncrease the odds you'll attract and keep quality employees

Provide directionProvide direction

Create consistencyCreate consistency Prepare Your Operating ManualPrepare Your Operating Manual

Menu and kitchen management. ,Dining room management. ,Bar Menu and kitchen management. ,Dining room management. ,Bar and beverage management. ,Personnel administration., and beverage management. ,Personnel administration., Purchasing and inventory, Employee training, Cleanliness and Purchasing and inventory, Employee training, Cleanliness and sanitation. safety and security Marketing and promotions. sanitation. safety and security Marketing and promotions. Business and financial management. Equipment management. Business and financial management. Equipment management. Facilities management Facilities management

Unit VUnit V

Volunteer with an organization of your Volunteer with an organization of your choice that often distributes press choice that often distributes press

releases. Speak with a manager in the releases. Speak with a manager in the company to understand how the company to understand how the

company plans different types of press company plans different types of press releases, and what rules of thumb it has releases, and what rules of thumb it has

created in order to ensure the best created in order to ensure the best possible result for the company.possible result for the company.

Press releases: Press releases: Press releases are often lumped together as one single Press releases are often lumped together as one single tool in PR writing or publicity. However, there are many tool in PR writing or publicity. However, there are many

different types of press releases, all with their own rules, different types of press releases, all with their own rules, formats, and other subtle differences in how they convey formats, and other subtle differences in how they convey

a message to members of the mediaa message to members of the media

. . Press releases are often referred to as news releases or Press releases are often referred to as news releases or media releases, and are a tool used to pitch a newsworthy media releases, and are a tool used to pitch a newsworthy story about a business, website, or person to journalists, story about a business, website, or person to journalists, bloggers, and other members of the media. The purpose bloggers, and other members of the media. The purpose of a press release is basically to inspire a journalist to of a press release is basically to inspire a journalist to research the story further or conduct an interview to research the story further or conduct an interview to

write a unique news story, although many publications write a unique news story, although many publications (especially online) will publish news releases as-is. What (especially online) will publish news releases as-is. What

Does a Press Release Look Like?Does a Press Release Look Like?

Press releases often fall within the 300-600 word range, Press releases often fall within the 300-600 word range, and rarely exceed one print page if being distributed and rarely exceed one print page if being distributed

through fax or mail.through fax or mail.

Types of press releases Types of press releases General News ReleasesGeneral News Releases – General press releases are – General press releases are

what most people think of when they think of press what most people think of when they think of press releases. A general press release simply includes news that releases. A general press release simply includes news that needs to be disseminated to members of the media in the needs to be disseminated to members of the media in the hopes of media coverage and exposure. For example, a hopes of media coverage and exposure. For example, a general news release might be used if a company runs a general news release might be used if a company runs a contest, wins an award, or has some other general news contest, wins an award, or has some other general news about the company, organization, person, or website.about the company, organization, person, or website.

Launch ReleasesLaunch Releases – Launch press releases tend to follow – Launch press releases tend to follow the format of a general news release, but with a more the format of a general news release, but with a more specific function. Launch releases have to carry an extra air specific function. Launch releases have to carry an extra air or urgency or timeliness to generate buzz around the or urgency or timeliness to generate buzz around the launch of a company, website, organization, or initiative of launch of a company, website, organization, or initiative of some kind.some kind.

Contd. typesContd. types Product Press ReleasesProduct Press Releases – Product press releases can sometimes – Product press releases can sometimes

carry a slightly different format than general press releases, carry a slightly different format than general press releases, because they’ll often include specs for the product. Product press because they’ll often include specs for the product. Product press releases can overlap with launch releases when a new product is releases can overlap with launch releases when a new product is launched, and can also be used if products win awards, reach launched, and can also be used if products win awards, reach sales milestones, have to be recalled for some reason, have an sales milestones, have to be recalled for some reason, have an upgraded version released, and can be used with any other upgraded version released, and can be used with any other product-focused news. Product press releases will often benefit product-focused news. Product press releases will often benefit from including photos.from including photos.

Executive / Staff AnnouncementsExecutive / Staff Announcements – Companies often send – Companies often send press releases when there are staff changes, especially in high press releases when there are staff changes, especially in high levels of management. The primary difference with staff levels of management. The primary difference with staff announcements (as opposed to general news releases) is that announcements (as opposed to general news releases) is that more of the release can be biographical as supporting information more of the release can be biographical as supporting information to justify the staff change and introduce the new staff member. to justify the staff change and introduce the new staff member. These will also often include at least one photo.These will also often include at least one photo.

Contd. typesContd. types Expert Positioning Press ReleasesExpert Positioning Press Releases – These press releases are – These press releases are

often less urgent than more general news releases. They may often less urgent than more general news releases. They may revolve around a report issued by the company, by offering revolve around a report issued by the company, by offering statistics and results, or they may involve news from a third party statistics and results, or they may involve news from a third party organization with quotes or other supporting information from the organization with quotes or other supporting information from the issuing company or individual. These releases are used to issuing company or individual. These releases are used to demonstrate someone’s expertise in a certain subject matter, to demonstrate someone’s expertise in a certain subject matter, to hopefully make them a go-to source for information in the future hopefully make them a go-to source for information in the future for members of the media.for members of the media.

Event Press ReleasesEvent Press Releases – Event press releases are often – Event press releases are often formatted differently than a general news release, because they formatted differently than a general news release, because they need to very clearly lay out the who, what, when, where, and why, need to very clearly lay out the who, what, when, where, and why, often in a list or outline form rather than laid out in paragraphs. As often in a list or outline form rather than laid out in paragraphs. As opposed to media advisories, which are intended to convince opposed to media advisories, which are intended to convince members of the media to actually attend an event, event press members of the media to actually attend an event, event press releases are usually issued in hopes that the media will announce releases are usually issued in hopes that the media will announce the event details to the public.the event details to the public.

As infoAs info Issued by:Issued by:

Debasis Ray Debasis Ray Head - Corporate Communications Head - Corporate Communications

Tata Motors Limited Tata Motors Limited Phone: +912266657613 Phone: +912266657613

E-Mail: peoplescar@tatamotors.comE-Mail: peoplescar@tatamotors.com to my request about their company press releasesto my request about their company press releases

About Tata MotorsAbout Tata Motors

Tata Motors Limited is India’s largest automobile company, with Tata Motors Limited is India’s largest automobile company, with revenues of Rs. 35651.48 crores (USD 8.8 billion) in 2007-08. It revenues of Rs. 35651.48 crores (USD 8.8 billion) in 2007-08. It

is the leader in commercial vehicles in each segment, and is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle products in the compact, midsize car and utility vehicle

segments. The company is the world’s fourth largest truck segments. The company is the world’s fourth largest truck manufacturer, and the world’s second largest bus manufacturer, and the world’s second largest bus

manufacturermanufacturer.. Established in 1945, Tata Motors’ presence indeed cuts across Established in 1945, Tata Motors’ presence indeed cuts across

the length and breadth of India.  Over 4 million Tata vehicles ply the length and breadth of India.  Over 4 million Tata vehicles ply

on Indian roads, since the first rolled out in 1954on Indian roads, since the first rolled out in 1954

He said there are many newsworthy angles to take with press releasesHe said there are many newsworthy angles to take with press releases

Company LaunchCompany Launch – Sending a press release for the launch of a brand new – Sending a press release for the launch of a brand new company (online or offline) can be newsworthy.company (online or offline) can be newsworthy.

Product LaunchProduct Launch – Sending a press release for the launch of a brand new – Sending a press release for the launch of a brand new product (especially if the company has already made a name for product (especially if the company has already made a name for themselves) is often newsworthy.themselves) is often newsworthy.

Website LaunchWebsite Launch – Sending a press release for the launch of a new – Sending a press release for the launch of a new website can sometimes be newsworthy website can sometimes be newsworthy

UpgradesUpgrades – Upgrades on products (such as software), or even websites – Upgrades on products (such as software), or even websites (especially if it’s for a popular website and the upgrades / updates will (especially if it’s for a popular website and the upgrades / updates will drastically affect usability).drastically affect usability).

AwardsAwards – Winning a notable award is generally newsworthy. – Winning a notable award is generally newsworthy. Executive ChangesExecutive Changes – When a larger, or well-known, company introduces – When a larger, or well-known, company introduces

new executives into its management team, or promotes from within, it can new executives into its management team, or promotes from within, it can be newsworthy.be newsworthy.

Contests and EventsContests and Events – Holding events can be newsworthy, depending on – Holding events can be newsworthy, depending on the appeal to the general population or even within a specific niche. the appeal to the general population or even within a specific niche. Whether or not a contest is newsworthy will often depend on the award Whether or not a contest is newsworthy will often depend on the award being offered.being offered.

Research ResultsResearch Results – Conducting quality first-hand research and then – Conducting quality first-hand research and then publishing the results publicly is very often newsworthy, no matter what publishing the results publicly is very often newsworthy, no matter what the niche is.the niche is.

Change of OwnershipChange of Ownership – If a company or large website goes through a – If a company or large website goes through a merger or acquisition, it will often be news worthmerger or acquisition, it will often be news worth

Examples: Examples: Tata Motors unveils the Tata Motors unveils the

People’s Car-People’s Car- A comfortable, safe, all-weather A comfortable, safe, all-weather

car, high on fuel efficiency & car, high on fuel efficiency & low on emissionslow on emissions

Jharia Division of Tata Steel Jharia Division of Tata Steel celebrates its 100th year (1910 celebrates its 100th year (1910 - 2009)- 2009)~Jharia Division – Working since ~Jharia Division – Working since 1910 to make Tata Steel a world 1910 to make Tata Steel a world leader in steelmaking ~leader in steelmaking ~Jharia, April 04, 2009Jharia, April 04, 2009

Thank you Thank you