Public Relations, Influencer Marketing, and Corporate Advertising 18

Public Relations, Influencer
Marketing, and Corporate
©2012 Cengage Learning. All Rights Reserved.
Introductory Scenario:
Bring on the Buzz
Procter & Gamble creates buzz for Charmin
• Enjoy the Go! Campaign
• A dozen support agencies involved
• Created on site “go teams” who
greeted visitors but were also screened
for social media skills
• Celebrities get into the act
• Sponsor a Broadway show and get
news media involved—TV, newspaper,
Public Relations
The marketing and management
communications process to foster goodwill
between a firm and its constituents:
• Customers
• Stockholders
• Suppliers
• Employees
• Government entities
• General public
A New Era for Public Relations?
Firms are using PR in new and different ways
to create visibility and image for a brand by
getting people to “talk” about the brand.
• PR is NOT the tool for establishing brands in the
• PR lacks the strategic control needed to establish a
brand within the segment in the manner desired by a
• It is true that corporate execs want more “action” and
visibility from promotion. PR is now more prominent
in many IBP campaigns as consumer tire of mass
media advertising.
• Good PR can create a positive social “epidemic.”
© 2000 JABRA Corporation
The cellular phone
industry has had to
combat the bad
“PR” from distracted
driving incidents
related to cell phone
use while driving.
Public Relations and Damage Control
• Intel—Caused its own PR crisis by not
responding to concerns about the
performance of the Pentium chip.
• Taco Bell and the PR “curse” of social
• Walmart in nearly constant damage
• But, companies need to learn to handle
bad news.
Objectives of Public Relations
Promote goodwill
Promote a product or service
Prepare internal communications
Counteract negative publicity
Give advice and counsel
Tools of Public Relations
Press releases
Feature stories
Company newsletters
Interviews and press conferences
Sponsored events
Public Relations Strategies
• Proactive PR strategy
o Guided by marketing objectives
o Publicize a company and its brands
o Take an offensive rather than
defensive posture
• Reactive PR strategy
o Dictated by external influences
o Focuses on problems, not
o Requires defensive measures
Proactive Strategies
• Public relations audit
• Public relations plan
o Current situation analysis
o Program objectives
o Program rationale
o Communications vehicles
o Message content
Reactive Strategies
• Public relations audit
• Identification of vulnerabilities
Influencer Marketing
• A series of personalized marketing
techniques directed at individuals or
groups who have the credibility and
capability to drive positive word-of-mouth
in a broader and relevant segment of the
• The idea is to give the influencer
something positive to talk about with
respect to firms and brands.
Professional Influencer Programs
• Targeting professionals (doctors, therapists,
lawyers, accountants, etc.) with positive PR
messages with goal of having these
“professionals” influence their clients attitude
toward a brand.
• “Seeding the conversation” between the
professionals and their clients.
• Tactics include trade show displays, direct
mail communications, and personal selling
calls—all IBP techniques.
• The process provides professionals with
“intellectual currency.”
Peer-to-Peer Influencer Programs
• Targeting social networks with
positive messages about a brand to
pass along through their social
• The programs provide “social
currency” within peer networks.
• Buzz and Viral Marketing
Peer-to-Peer Influencer Programs
Buzz and Viral Marketing
Buzz marketing is creating an event or experience that yields
conversations that include the brand.
Viral marketing is the process of consumers marketing to
consumers via:
– The Web (e.g., via blogs, social media, or forwarding YouTube links)
or through personal contact. Simulated by a firm marketing a brand.
– The idea behind both buzz and viral marketing strategies is to target a
handful of carefully chosen trendsetters or connectors as your
influencers, and let them spread the word.
Cultivating Connectors
– The sophisticated process of cultivating peer-to-peer influencers to
positively tout a firm’s brand.
– Procter & Gamble has enrolled 600,000 “connectors” in its Vocalpoint
program—mostly women with wide social networks.
Corporate Advertising
Designed to establish a favorable
attitude toward a company as a whole.
• Build the image of the firm
• Boost employee morale or attract new
• Communicate an organization’s views
• Position the firm’s products
• Play a role in integrated brand promotion
Courtesy BMW
features the firm
rather than one
of the firm’s
Types of Corporate Advertising
• Corporate image advertising: Create a
favorable predisposition toward the firm—not
designed to affect sales.
• Advocacy advertising: Establish the firm’s
position on important social, political or
environmental issues.
• Cause-related advertising: Features a firm’s
affiliation with an important social cause.
• Green Marketing: Corporate efforts that
embrace a cause or a program in support of
the environment.
Courtesy, Miller Brewing Co.
Drinking and driving is an important
Social issue prompting corporate
cause advertising.

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