Marketing Public Relations and Sponsorship Marketing

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Public RelationsPublic Relations

Audiences for Public Relations?

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Marketing Public RelationsMarketing Public Relations

Marketing Public Relations (MPR)

Marketing-oriented aspect of public relations that is an organizational

activity involved with fostering goodwill between a company and its

consumers

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Marketing Public RelationsMarketing Public Relations

• Dictated by a company’s marketing objectives

• Offensively oriented and opportunity seeking

Proactive MPR Reactive MPR

• The conduct of public relations in response to outside influences

• Attempt to repair company’s reputation, prevent market erosion, and regain lost sales4

Proactive MPRProactive MPR

Product releases

Executive-statement

Feature articles

Proactive MPR Widely used forms of publicity in MPR

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• Announce new products

• Provide relevant information, features and benefit

• Audiovisual product releases (video news releases, or VNRs) gained wide usage

Proactive MPRProactive MPR

Product releases

Executive-statement

Feature articles6

• News releases quoting CEOs and other corporate executives

• May address a wide variety of issues

• Published in the news section

• Carry a significant degree of credibility

Proactive MPRProactive MPR

Product releases

Executive-statement

Feature articles7

• Detailed descriptions of products or other newsworthy programs

• Written by a PR firm for immediate publications or airing

• Inexpensive to prepare

Proactive MPRProactive MPR

Product releases

Executive-statement

Feature articles8

Reactive MPRReactive MPR

Examples ???

Negative publicitycases

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• Great example of Reactive MPR (a brand manager’s nightmare?):

Reactive MPRReactive MPR

• Product tampering cases -Tylenol and Sudafed

• The Perrier case• The Pepsi Hoax• Rumors

Negative publicitycases

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Reactive MPRReactive MPR

Johnson & Johnson’s

efforts to retain

customers using

reactive MPR

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Reactive MPRReactive MPR

• Product tampering cases -Tylenol and Sudafed

• The Perrier case• The Pepsi Hoax• Rumors

Negative publicitycases

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Reactive MPRReactive MPR

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Reactive MPR ExerciseReactive MPR Exercise

• You are owner of a campus restaurant

• Rumor: Rat found in your food • How do you

handle this???

Negative publicitycase

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Sponsorship MarketingSponsorship Marketing

Event sponsorships

Cause-related marketing

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Why Growth in SponsorshipsWhy Growth in Sponsorships

• Avoid the clutter inherent in advertising media

• Help companies respond to consumers’ changing media habits

• Help companies gain the approval of various constituencies

• Can enhance a brand’s equity• Enables marketers to target their

efforts to geographic regions and/or to lifestyle groups 17

Event SponsorshipsEvent Sponsorships

Event Sponsorship

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Event SponsorshipsEvent Sponsorships

McDonald’s

List sponsorship options that offer the opportunity to build McDonald’s image

as fitting into a healthy lifestyle.

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Event SponsorshipsEvent Sponsorships

Denny’s Sponsorship

Harlem Globetrotters

WHY??

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Selecting Sponsorship EventSelecting Sponsorship Event

• Consistent with brand image?• Reach the desired target market?• Has competition ever sponsored the

event?• Is the event cluttered?• Compliment your existing sponsorships

and fit other marcom programs?• Economically viable?

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Event SponsorshipsEvent Sponsorships

Ambushing Events

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Cause-Related Marketing (CRM)Cause-Related Marketing (CRM)

Cause-Related Marketing

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Event Related PromotionEvent Related Promotion

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Benefits of CRMBenefits of CRM

• Enhance corporate or brand image

• Thwart negative publicity

• Generate incremental sales

• Increase brand awareness

• Broaden customer base

• Reach new market segments

• Increase sales at retail level 26

Cause-Related MarketingCause-Related Marketing

Cause-related

marketing

illustration

Cause-Related MarketingCause-Related Marketing

Cause Related Marketing

CRM

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