MARKETING
COMMUNICATIONINTEGRATING ONLINE AND OFFLINE WITH
SOCIAL MEDIA
Heidi HellströmMaster of Economic Sciences, Senior Lecturer
University of Applied Sciences, Vaasa
WHAT IS PUBLIC RELATIONS
Creating favorable image in the minds of
consumers, employees, investors,
legislators, community, media etc.
Creating goodwill
WHAT IS PUBLICITY?
Publicity is one part of Public Relations
Positive publicity is dependent primarily on
good relations with the media
“OLD” PR TOOLS
News releases
Press conferences
• But new tool: tactics online
Interview for example of the CEO to
business magazine
NEW PR TOOLS
Online news room
Video news releases
•Donald Trumph and Pontiac-case in
Apprentice - >1000 new orders for the
new Pontiac in first 41 minutes!
New innovative photography
What stunt was this ?
VIRAL MARKETING
Videos, games etc.
Must be enlightening, entertaining,
engaging and worth of looking it again
PR CRISIS MANAGEMENT
Responds to media attacts
PR crisis examples
• British Petroleum
• Toyota
• Other ??
How PR Crisis should be handeled: What
should or should not be done?
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