Chapter 15
Public relations

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Learning objectives
1. To recognise the roles of public relations,
publicity and corporate advertising in the
integrated marketing communication mix.
2. To know the difference between public
relations and publicity and demonstrate the
advantages and disadvantages of each.
3. To understand the reasons for corporate
advertising and its advantages and
disadvantages.
4. To know the methods for measuring the effects
of public relations, publicity and corporate
advertising.
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Planning and
evaluation
Media

choices

Publicity

News
Value

Integration

Publics

Image
advertising

Processes

Public
relations
Marketing
PR

Corporate
advertising

Sponsorship

Advocacy
advertising

Non-marketing

PR

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A media storm

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Public relations defined
Public relations is the deliberate, planned and sustained effort 
Public relations is the deliberate, planned and sustained effort 
to establish and maintain mutual understanding between an 
to establish and maintain mutual understanding between an 
organisation (or individual) and its (or their) publics. 
organisation (or individual) and its (or their) publics. 
It is a management function which evaluates public attitudes, 
It is a management function which evaluates public attitudes, 
identifies the policies and procedures of an individual or an 
identifies the policies and procedures of an individual or an 
organisation with the public interest, and plans and executes a 
organisation with the public interest, and plans and executes a 
program of action to earn public understanding and 

program of action to earn public understanding and 
acceptance.
acceptance.
Public
Public Relations
Relations Institute
Institute of
of Australia
Australia

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PR as a planned process
Preplanning
Preplanning

Determine
Determine and
and evaluate
evaluate public
public attitudes
attitudes

Planning
Planning
Identify

Identify policies
policies and
and procedures
procedures of
of an
an individual
individual or
or
organisation
organisation with
with aa public
public interest
interest

Implementation
Implementation
Develop
Develop and
and execute
execute an
an action
action program
program designed
designed
to
to bring
bring about
about public
public understanding
understanding and

and
acceptance
acceptance
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Marketing public relations
(MPR) functions
Building
Building marketplace
marketplace excitement
excitement before
before media
media advertising
advertising breaks
breaks
Improving
Improving ROI
ROI  
Creating
Creating advertising
advertising news
news where
where there
there isis no
no product
product news

news
Introducing
Introducing aa product
product with
with little
little or
or no
no advertising
advertising
Providing
Providing aa value-added
value-added customer
customer service
service
Building
Building brand-to-customer
brand-to-customer bonds
bonds
Influencing
Influencing influentials,
influentials, providing
providing information
information to
to opinion
opinion leaders
leaders
Defending
Defending products
products at
at risk,

risk, giving
giving consumers
consumers aa reason
reason to
to buy
buy

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Firestone

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15-8


Research on public attitudes
Provides
Provides input
input for
for
the
the planning
planning
process

process

Increases
Increases
communications
communications
effectiveness
effectiveness

Serves
Serves as
as an
an 'early
'early
warning
warning system'
system'

Secures
Secures internal
internal
cooperation,
cooperation, support
support

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Determining public attitudes
Environmental
Environmental
scanning
scanning

Market
Market
research
research

Communications
Communications
from
from customers
customers

Techniques
Techniques

Market
Market
intelligence
intelligence

Media
Media monitoring
monitoring
services

services

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15-10


Determining public relations
audiences
Internal
Internal or
or associated
associated
Employees of the 
Employees
of
Employees of the 
Employees
of the
the
Firm
company
Firm
company

Shareholders
Stockholders and 
and
Shareholders

Stockholders and 
and
Investors
investors
Investors
investors
Customers and 
Customers
and
Customers and 
Customers
and
Clients
clients
Clients
clients

Community
Community 
Community
Community 
members 
Members 
members 
Members 

Vendors and 
Vendors and 
Suppliers
Suppliers

Suppliers
Suppliers

External
External or
or independent
independent
Educators
Educators
The
The Media
media
The Media
The
media

Governments
Governments

Civic
Civic and
and business
business
organisations
organisations

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Financial

Financial groups
groups

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Evaluating the PR plan

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Internal communications

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Corporate communications

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Corporate advertising

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15-15


Implementing the PR program:
tools
  Media
Media

releases
releases
Interviews
Interviews

PR
PR tools
tools

Media
Media
conferences
conferences  

The
The internet
internet


Exclusives
Exclusives
  Community
Community

involvement
involvement
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The media release

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Westpac supports Surf
Lifesaving

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15-18



Westpac takes advantage of the
internet

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Benefits of marketing public
relations (MPR)
Advantages
Credibility
Credibility
Cost
Cost efficiency
efficiency

Disadvantages
Lack
Lack of
of control
control over
over media
media

Clutter
Clutter avoidance
avoidance


Media
Media time
time and
and space
space are
are
not
not guaranteed
guaranteed

Lead
Lead generation
generation

Difficulty
Difficulty coordinating
coordinating
messages
messages

Selectivity
Selectivity

Measurement
Measurement problems
problems

Image
Image building

building

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15-20


Why evaluate PR?
Provides
Provides management
management with
with information
information about
about what
what
has
has been
been achieved
achieved through
through public
public relations
relations activities.
activities.

Provides
Provides management
management with
with aa way
way to

to measure
measure public
public
relations
relations achievements
achievements quantitatively.
quantitatively.

Allows
Allows managers
managers aa means
means to
to judge
judge the
the quality
quality of
of
public
public relations
relations achievements
achievements and
and activities.
activities.

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15-21



Three levels of evaluation
Basic
Basic

Measure
Measure actual
actual PR
PR activities
activities
undertaken
undertaken

Intermediate
Intermediate

Measure
Measure audience
audience reception
reception
and
and understanding
understanding of
of
message
message

Advanced
Advanced

Measure

Measure perceptual
perceptual
and
and behavioural
behavioural change
change

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15-22


Planning and
evaluation
Media
choices

Publicity

News
Value

Integration

Publics

Image
advertising


Processes

Public
relations
Marketing
PR

Corporate
advertising

Sponsorship

Advocacy
advertising

Non-marketing
PR

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15-23


Publicity
The
The generation
generation of
of news
news about

about aa person,
person, product
product or
or
service
service that
that appears
appears in
in the
the media.
media.

AA subset
subset of
of the
the PR
PR process
process

May
May be
be out
out of
of the
the marketer’s
marketer’s control
control
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15-24


Odwalla assures customers of
quality

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