Exam 18: Public Relations, Influencer Marketing, and Corporate Advertising

A canned soup manufacturer is identifying its own unique characteristics, activities, and programs that are positive and newsworthy.It is in the process of

The classic role of public relations is to

Scenario 18-1 The giant brewing companies of the U.S.love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale.Both traditional and innovative public relations activities-using both traditional and innovative media-help to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign.And these brewers use a variety of objectives and tools that support the field of public relations. -(Scenario 18-1) A public relations firm has designed a website for a large brewing company.It provides product information on all its brands, with a separate page for each, featuring the way that particular product was imagined, concocted, tested-and named.It offers a contest to name the new fall lager that will premiere later in the year.With this site, the company seems to have set its primary objective as

Which of the following is an important element of a reactive public relations strategy?

Viral marketing involves promoting a brand by stimulating professionals or "experts" to discuss it with consumers online or in person.

The big difference between public relations and advertising is that public relations is never used to promote specific products or services.

Scenario 18-4 In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hour-long spot on ESPN, which interestingly enough was entitled, "The Decision." Almost immediately, fans and critics alike began to express their distaste for the way the multi-millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps even worse than the damage to his image, the Lebron James "brand" began to take a hit when his jerseys were pulled from many retailers' stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began the process of repairing his public image. James, who endorses Nike products, came out with a controversial commercial some believe was intended to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to rebrand the star as a bit of a rebel. Either way, LeBron James appears to have a long way to go before he can once again be recognized as one of the most beloved players in the NBA. -(Scenario 18-4) Judging by his recent apology and television commercial, LeBron James is apparently trying to repair his image. This is often referred to as

Press conferences can be strong public relations tools, because in using a news format to present information, they lend an air of credibility.

A proactive public relations strategy is ultimately guided by

A more narrow or traditional view of public relations involves

For the most part, it is very difficult to strategically control the exposure a firm receives through publicity efforts.In this respect, such endeavors are similar to

A pharmaceutical company manufactures several antidepressant and anti-anxiety medications widely prescribed by physicians.Its executives know that among the millions of consumers taking their products, one or two adverse reactions reported by the media can have a very damaging effect on its reputation.In public relations terms, this is called a(n)

Describe the objectives and features of influencer marketing.Then define at least three types from those in use today-professional influencer programs, peer-to-peer influencer programs, buzz and viral marketing, and the cultivation of connectors.Give an example of each.

The classic view of public relations involves a company's efforts to foster goodwill between itself and its many constituent groups.

Corporate giant P&G has hired some 600,000 outgoing and talkative people to share news and information about its brands with their peers.

A marketing survey conducted by a Boston-based brand strategy firm found that almost 50 percent of consumers have a more favorable impression of companies that support good causes.

A company allows its workers to take one afternoon off each month to volunteer at the nonprofit organization of their choice.The company sends out a press release that explains this program to the media.This is considered a reactive public relations strategy, similar to event sponsorship.

Publicity, unlike other forms of public relations, can quite easily be strategically controlled.

Which person in your community is most likely to be a professional influencer?

We can think of influencer marketing as a set of conversations involving an influencer, a consumer, and a brand.