Figure 17.3 - Ten Questions for Evaluating Public Relations Plans
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Types of Target Audiences
Internal audiences
External audiences
• People who are connected
to a firm with whom the firm
communicates on a routine
basis
• Employees
• Stockholders
• Investors
• Members of the local
community
• Suppliers
• Current customers
• People who are not closely
connected with the
organization
• Media
• Educators
• Civic and business
organizations
• Governments
• Financial groups
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Tools for Implementing the PR
Program
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of McGraw-Hill Education.
10
Advantages and Disadvantages of PR
Advantages
Credibility
Cost
Avoidance of clutter
Lead generation
Ability to reach specific
groups
Image building
Disadvantages
Potential for incomplete
communication process
Lack of connection between
receiver and sender
Lack of coordination with
marketing unit
Erratic, redundant
communications
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11
Measuring the Effectiveness of PR
Should consider whether the target audience:
Received the messages
Paid attention to the messages
Understood the messages
Retained the messages
Methods
Media content analysis
Survey research
Marketingmix modeling
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Publicity
Generation of news about a person, product, or
service that appears in broadcast or print media
Differs from public relations by:
Being a shortterm strategy
Not always being positive
Not always being controlled or paid by the
organization
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of McGraw-Hill Education.
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Video News Release (VNR)
Publicity piece produced by publicists so that
stations can air it as a news story
Used by marketers to have control over the time
and place where information is released
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Pros and Cons of Publicity
Pros
Cons
Substantial credibility
Lack of control
News value
Timing
Significant wordofmouth
Accuracy
Perception of media
endorsement
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15
Corporate Advertising
Designed to promote the firm overall by:
Enhancing its image
Assuming a position on a social cause
Seeking direct involvement in something
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Reasons for Corporate Advertising
Being Controversial
Consumers are not interested
Costly form of self-indulgence
Belief that the firm must be in
trouble
Perceived as a waste of money
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of McGraw-Hill Education.
17
Types of Corporate Advertising
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18
Methods for Measuring the
Effectiveness of Corporate Advertising
Attitude surveys
Studies relating corporate advertising and stock
prices
Focus group research
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of McGraw-Hill Education.
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