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Informasjon og Samfunnskontakt
(Public Relations)
Høyskole i Stavanger
Norsk Hotellhøgskole
Peggy Simcic Brønn
19.02.01
Peggy Simcic Brønn
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The Four P’s of the Marketing
Mix (Kotler)
Variety
Quality Product
Marketing
Design
Mix
Features
Brand name
Packaging
Sizes
Services
Target
Warranties
Market
Price
Returns
List price
Discounts
Allowances
Payment period
Credit terms
Peggy Simcic Brønn
Place
Channels
Coverage
Assortments
Locations
Inventory
Transport
Promotion
Sales
Advertising
Sales force
PUBLIC RELATIONS
Direct marketing
2
Marketing-Mix Strategy
Promotion Mix
Offer Mix Sales Promotion
Products Advertising
Distribution Target
Company Services Salesforce
channels
Customers
Public
Relations
Prices
Direct mail &
Telemarketing
Peggy Simcic Brønn
3
Relative Importance of Promotional Tools in
Consumer versus Industrial Markets
Consumer Goods
Industrial Markets
Advertising
Personal Selling
Sales Promotion
Sales Promotion
Personal Selling
Advertising
Public Relations
Relative Importance
Public Relations
Relative Importance
Public Relations and
Marketing - Differing Views
Separate but equal functions
 Equal and overlapping functions
 Marketing the dominant function
 Public Relations the dominant
function
 The same function
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Peggy Simcic Brønn
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PR AND MARKETING
Public Relations
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Relationship building is
everything.
Relationships with all
groups affecting
organization.
Goal - save money by
managing threats and
finding opportunities.
Peggy Simcic Brønn
Marketing
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Relationship building is
key.
Relationships mainly
with customers/clients.
Goal - organization’s
economic objectives.
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“PR - A COMMUNICATION
FUNCTION OF MANAGEMENT
THROUGH WHICH
ORGANIZATIONS ADAPT TO,
ALTER, OR MAINTAIN THEIR
ENVIRONMENT FOR THE
PURPOSE OF ACHIEVING
ORGANIZATIONAL GOALS.”
Peggy Simcic Brønn
7
Marketing Communications
Mix
Advertising
 Direct Marketing
 Sales Promotion
 Public Relations and Publicity
 Personal Selling
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Peggy Simcic Brønn
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Advertising
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Print and broadcast
ads
Packaging - outer
Packaging - inserts
Motion pictures
Brochures and
booklets
Posters and leaflets
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Peggy Simcic Brønn
Directories
Reprints of ads
Billboards
Display signs
Point-of-purchase
displays
Audio-visual
materials
Symbols & logos
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Sales Promotion
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Contests, games,
sweepstakes,
lotteries
Premiums, gifts
Samplings
Fairs, trade shows
Exhibits
Demonstrations
Peggy Simcic Brønn
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Couponing
Rebates
Low-interest
financing
Entertainment
Trade-in allowance
Trading stamps
Tie-ins
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Personal Selling
Sales presentations
 Sales meetings
 Incentive programs
 Samples
 Fairs and trade shows

Peggy Simcic Brønn
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Direct Marketing
Catalogs
 Mailings
 Telemarketing
 Electronic shopping
 TV shopping

Peggy Simcic Brønn
12
Public relations: An umbrella
term...
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Product publicity
Corporate communications
Issues management
Investor relations
Financial communications
Lobbying
Public affairs
Peggy Simcic Brønn
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Media relations
Community affairs
Crisis management
Events management
Sponsorship
A range of services
feeding into these...
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Success Criteria
Peggy Simcic Brønn
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Skills
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Knowledge
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Abilities

Qualities
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Public Relations Functions
Publications and communications
materials
 Conventions, meetings, seminars
 Interpreting government actions
 Compiling and publicizing relevant
statistics
 Preparing and distributing material to
press

Peggy Simcic Brønn
15
Public Relations Functions
Promoting codes and ethics
 Institutional advertising
 Furthering employer-employee relations
 Crisis coordination
 Public service activities

Peggy Simcic Brønn
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What are We?
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Corporate Affairs
Corporate
Communications
Communications
Public Affairs
Public Relations
Marketing
Communications
Peggy Simcic Brønn
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Information
Government Affairs
Community Affairs
Employee Relations
Publications
Press and Media
Relations
Marketing
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Tools
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Written material
Audio-visual material
Corporate identity media
News
Events
Speeches
Telephone information service
Internet
Peggy Simcic Brønn
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Tools
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Written material
»
»
»
»
»
Annual reports
Catalogs
Employee newsletter
Magazines
Posters and flyers
Peggy Simcic Brønn

Audio-Visual
material
» Films
» Slides
» Audio cassettes
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Tools
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Events
» Attract attention
» Develop stories
around
» Important for nonprofits
» Anniversaries
» Art exhibits
» Auctions
» Fashion shows
Peggy Simcic Brønn
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Speeches
» Effective
spokespersons for
organization
» Address topical
issues
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Tools
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News
» Finding, creating,
selling to appropriate
media
» 3 qualities
– Higher veracity
– Catches people off
guard
– Potential for
dramatization
Peggy Simcic Brønn
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Telephone
Information
Service
» Numbers to get
information
» Pre-recorded
answers to common
questions
» Shows a caring
about public
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Tools
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Internet
» Pluses
–
–
–
–
–
Peggy Simcic Brønn
Edit self
Dialog (two-way)
Always updated
Extremely cheap
Global coverage
» Minuses
– Boring
– Rigid
– People must be
looking for
information on you
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Ethics
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Moral guidelines
» Truthful
» Testimonials
» Children and young
people
» Exploitation of
goodwill
Peggy Simcic Brønn
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»
»
»
»
Comparisons
Imitation
Safety
Denigration
Responsibility
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Traditional PR Responses
Circle the Wagons
 Cosmetic
 Missionary
 Interactive Communications
 Open Door

Peggy Simcic Brønn
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CORPORATE IMAGE - WHAT IS
IT?
Corporate
Identity
Individual
Interpretation
Corporate
=
Image
$
Lundquist, O. S., Rønning, L., Sandberg, G., ‘Corporate Identity
and Corporate Image, En litteraturstudie av begrepenes definisjoner,
Diplomoppgave, Siviløkonomstudiet, BI (1997).
Peggy Simcic Brønn
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CORPORATE IDENTITY

The way in which an organization
presents itself
» Symbols
» Communication
» Behavior
Referred to as Corporate Identity (CI)
Mix
 Personality manifested through this mix

Peggy Simcic Brønn
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CORPORATE IDENTITY MEDIA
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Product
Price
Logos
Name
Stationery
Brochures
Signs
Peggy Simcic Brønn
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Visit cards
Buildings
Uniforms
Sponsorship
Packaging
Work environment
Figure or “character”
Peggy Simcic Brønn
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IMPORTANCE OF IDENTITY
Raises motivation among employees
 Inspires confidence in stakeholder
groups
 Acknowledges important role of
customers
 Acknowledges vital role of financial
groups

Peggy Simcic Brønn
Peggy Simcic Brønn
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TYPES OF CORPORATE
IDENTITY
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Monolithic -- Shell, Philips, BMW
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Endorsed -- GM, L’Oreal
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Branded -- Unilever
Peggy Simcic Brønn
Peggy Simcic Brønn
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Corporate Identity
Names
Self-Presentations
Customer
Image
Community
Image
Investor
Image
Employee
Image
Corporate Reputation
Fombrun, C. J., Reputation,
Harvard Business School Press
Reputation is the most important
commercial mechanism for conveying
information to consumers. It is a
distinctive capability that accrues
competitive advantage to an
organization.
John Kay
Foundations of Corporate Success
Peggy Simcic Brønn
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WHY DO WE NEED TO CARE
ABOUT IMAGE?
Consumers are more sophisticated than
ever before
There is more distrust than ever regarding
motives of big business
There has been more changes in the last
ten years than in the last 80
There is a clear relationship between a
positive image and profitability
Peggy Simcic Brønn
Peggy Simcic Brønn
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Image is no longer solely the realm of
marketing, but rather a strategic
instrument of top management.
De Soet (CEO Dutch KLM)
When having to choose similar
products, 9 out of 10 consumers
base their decisions on the
reputation of the company.
Mackiewicz
TODAY’S SITUATION
Quality and good service taken as given
 Programs such as TQM and ISO9000
have worked
 Organizations need new differentiators,
new USP’s

» Advocacy advertising
» Green advertising
Peggy Simcic Brønn
Peggy Simcic Brønn
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REASONS FOR IMAGE
‘MANAGEMENT’
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General promotion
value
Encourage favorable
behavior towards
organization
Build sales
Attract shareholders
Attract and motivate
employees/build
morale
Reduce cost of capital
Peggy Simcic Brønn
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Aid in relations with
community/
government
Serve corporate
objectives
Create familiarity and
favorability
Create position in
industry
Can demand premium
prices
Peggy Simcic Brønn
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IT HELPS POSITION
PRODUCT
Peggy Simcic Brønn
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Physical product attributes
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Distribution
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Price

Image
Peggy Simcic Brønn
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IMAGE LEVELS
Product class
 Brand
 Company
 Sector
 Shop
 Country
 User

Peggy Simcic Brønn
Peggy Simcic Brønn
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IMAGE AUDIENCES
Consumers
 Shareholders
 Investment community
 Employees
 Communities
 Suppliers

Peggy Simcic Brønn
Peggy Simcic Brønn
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What are the most important things to know
about a company to judge its reputation?
(percentage)
- Financial
Performance
- Quality of
Management
- Quality of Products/
Services
- Customer Services
Peggy Simcic Brønn
Bus.
Editors
General City
Business
Public Investors Press
42
9
65
80
28
9
91
71
8
6
47
18
20
0
0
20
Peggy Simcic Brønn
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Corporate Identity
and Corporate
Personality
Personal and
nonpersonal
communication
Super and subordinate
images
Experiences with
product/service &
staff
Corporate Image
Management/
employees
Products/Services
Ethics/Community
Finances
40
Management/Employees
• Quality of Management
•Quality of work conditions
(physical and social)
•Quality of strategies
Products/Services
• Quality
• Satisfaction
• Technology
• Value
• Selection
Ethics/Community
• Equal employment
•Socially responsible
•Protect jobs
Finances
• Sound investment opportunity
•Contributes to charity
• Pays dividends
•Helps the community
• Reporting practices
•Conserves energy
• Stock price
•Environmentally conscience
• Diversified
•Supports culture
•Responsible citizen
• Wise use of assets
• Consistent growth
CORPORATE IMAGE IS THE
PERCEIVED SUM OF THE ENTIRE
ORGANIZATION - ITS OBJECTIVES
AND PLANS. IT ENCOMPASSES
PRODUCTS, SERVICES,
MANAGEMENT STYLE,
COMMUNICATIONS ACTIVITIES AND
ACTIONS AROUND THE WORLD.
G.A. Marken
Peggy Simcic Brønn
Peggy Simcic Brønn
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FACTORS CONTROLLING
COMPANY IMAGE
Reality of company
 Newsworthiness of company
 Diversity of company
 Communications effort
 Time
 Memory decay

Peggy Simcic Brønn
Peggy Simcic Brønn
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IMAGE-ORIENTED
ADVERTISING OBJECTIVES
Industry - develop and maintain favorable
industry image.
Generate primary demand.
Company - develop and maintain a
favorable company image.
Generate selective demand.
Peggy Simcic Brønn
Peggy Simcic Brønn
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BARRIERS TO ACHIEVING
‘DESIRED’ IMAGE

“CEO disease”
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Mental models
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If it’s not broke don’t fix it
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Inability to read environment
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Confusion regarding who’s job it is
Peggy Simcic Brønn
Peggy Simcic Brønn
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OPTIMAL - AN INTEGRATED
EFFORT
Unified image
 Data base management-driven
integration
 Integrated customer contact points
 Stakeholder-based integration

Peggy Simcic Brønn
Peggy Simcic Brønn
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Goal: Credible Image
Believable message
 Clearly stated
 Continually and consistently
 Through appropriate channels
 At the appropriate level of understanding

Peggy Simcic Brønn
Peggy Simcic Brønn
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The Three I’s - Mission Oriented

Identity: Who we are

Image: What we are

Ideas:
Peggy Simcic Brønn
What we stand for and
believe
48
Monitoring
What
you have
The
organization
Corporate
Visuals
Corporate
Identity
How you
intend to
use it
Corporate Identity: Era 1 -- Badging
Source: Bamber Forsyth in White, J. and Mazur, L. Strategic
Communications Management, Addison Wesley, London, 1996.
Audience
Perceptions
Monitoring
What
you have
Corporate
Visuals
The
organization
How you
intend to
use it
Corporate
Identity
Corporate
Communications
Corporate Identity: Era 2 -- Visuals plus Communication
Source: Bamber Forsyth in White and Mazur
Audience
Perceptions
Monitoring
What
you have
Corporate
Behavior
The
organization
How you
intend to
use it
Process
Corporate
Communications
Corporate
Identity
Vehicles
Corporate
Values
Corporate Identity: Era 3 -- The integrated approach
Source: Bamber Forsyth in White and Mazur
Audience
Perceptions