5. What is Public Relations?
• Public relations is a fundamental
communications discipline covering a wide
range of functions that helps an organization
connect with the people it touches.
• Generates goodwill
• Publics
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6. Public Relations
• Public opinion (e.g., impact on environment,
worker’s rights, how it deals with employees)
– Ex: NFL Ram’s players
• Reputation: goodwill, trust, and integrity
– Domino’s employee prank video
• Important principle to remember:
– PR is the conscience of the company w/the
objective of creating trust and maintaining
integrity
6
7. You’re at the grocery store picking up a box of penne and as
you reach for the blue Barilla box, you remember that the
company’s chairman, Guido Barilla, told an Italian radio show
last year, “I would never do [a commercial] with a
homosexual family. . . . If [gay people] don’t like it, they won’t
eat it and they will eat another brand.” 7
20. IMC is the coordination of the promotional mix
elements (advertising, public relations, sales
promotion, personal selling, direct marketing,
and online marketing/social media) with each
other such that all elements speak with one
voice.
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23. 23
Jovante's death spurred Woods to form a foundation in his honor. Woods'
newfound fame has helped him shine a spotlight on asthma, which hits Valley
residents extremely hard because of our unhealthy air.
Some of the proceeds from cold cuts T-shirts go to the Jovante Woods
Foundation, which has already raised over $70,000 for Cincinnati-area
children. The ad has helped immensely, and more spots are in the works.
33. Key IMC Features
• Speak with a Single Voice
• Build Relationships Rather Than Engage in
Flings
• Don’t Lose Focus of the Ultimate Objective:
Affect Behavior
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