Public Relations and
Sponsorship
Ing. Veronika Kopřivová, Ph.D.
Marketing Communication
1 Public Relations – PR definitions, tasks and activities
2 PR target groups, tools
3 CSR, publicity, lobbying, crisis management
4 Sponsorship
Content
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• A management function that establishes and
maintains relationships between company
and various groups of the public.
• A broad range of activities that promote
positive public opinion on the company.
• The public is a group of people who have
some influence on the company.
1 Public Relations - PR
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• PR departments are responsible for a variety of activities.
• All of marketing communication is interconnected in a company.
• PR is responsible for selling the company's reputation, inspire confidence.
• The managerial function of the whole marketing communications.
PR - simplified
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• Press relations
• Product publicity
• Corporate communication
• Lobbying
• Advice
Current PR activities
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• Press agencies/Publicity model
• Public information
• Two-way asymmetric model
• Two-way symmetric model
PR Models
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Press agencies/Publicity model
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• P.T Barnum model.
• One-way communication.
• Experts create a positive image of their brand in the minds of target audiences by simply
imposing their ideas, thoughts.
Public information
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• True, correct and timely information to the public.
• Public relations experts depend on press release, news release, video
release or any other recorded communication.
• Experts need to be really good at putting their thoughts into meaningful
words.
• Public information model also revolves around one-way communication.
Two-way asymmetric model
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• The bidirectional communication of two groups,
namely a company and the general public.
• PR experts position their organization and brand
on the whole in the minds of their target audiences
through manipulation.
• Organizations do not utilize much of their
manpower and resources to find out the reaction
of the stakeholders.
Two-way symmetric model
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• Two-way communication.
• Mutual discussions and communication.
• The feedback is obtained from the public continuously.
• An ideal way of enhancing an organization’s reputation among the target audience.
• PR experts depend on two-way communication to position their brand among end-users.
• Build relationships.
• Generate information.
• Pass information to the media.
• Promote awareness.
• Gain publicity.
• Lobbying.
PR tasks
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• PR is about creating image, not making sales.
• PR is a long-term activity, with long-term pay offs.
• PR doesn´t require any immediate response from the „viewer“.
• True PR is only done in large companies. SMEs usually only do certain parts.
Conclusion of PR tasks and activities
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• Internal – human relations – employees.
• External – customers, suppliers, competition, financial institutions, media.
2 Target groups of PR
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Target groups of PR
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Internal
External
Public relations Financial Media Marketing
Employees
Families
Unions
Shareholders
Public
Local communities
Government
Interest groups
Investors
Bankers
Consultants
Stock exchange
TV
Radio
Press
Suppliers
Distributors
Competition
Wholesalers
Retail
PR tools according to target audience
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Internal
External
Public Relations Financial Media Marketing
Consulting
Open Days
Internal presentation
Training programs
Team projects
Team meetings
Social activities
Business bulletin
Internal direct mail
Annual reports
Mailboxes for suggestions
Advertising
Annual reports
Company events
Sponsoring
Brochures
Advertising
Annual reports
Meetings
Events
Brochures
Press releases
Press conferences
Interviews
Product
Meetings
Sponsoring
• An integral part of general PR.
• Positive harmony is needed.
• Internal communications should work properly.
• Long term, not just in times of crisis.
• The means by which the company communicates within itself.
Internal PR – human relations
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• The information.
• Various forms of direct contact.
• Boards, letters, periodical newspapers, brochures, catalogs, reports
to shareholders, and annual reports.
HR tools
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• complete and true information flowing freely up, down and sideways,
• credibility and trust between employer and employee,
• healthy and safe working conditions,
• fair and equitable remuneration,
• conflict-free workflow,
• job satisfaction of each employee most of the time,
• pride in the organization and optimistic view of the future.
7 rules for harmony at the workplace
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• Examples of CSR include:
– Community services.
– Social inclusion program.
– Employee help.
– Environmental responsibility.
– Quality-enhancement activities.
– Ethical overseas operations.
3 Corporate Social Responsibility (CSR)
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• Example of CSR – Starbucks.
Corporate Social Responsibility (CSR)
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• Publicity ≠ Public Relations
• Publicity is a tool and target of PR.
Publicity
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• Press releases.
• Common promotional materials.
• Kits for journalists.
• Internet.
• Informational e-mails and newsletters.
• Press conferences.
• Lectures and seminars.
• Interviews.
• Inviting journalists to domestic or foreign trips.
• Receptions for journalists.
Publicity tools
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• Influencing decisions made by government.
• The essence – lobbying deals with the interests of subjects.
• The technique of individual action.
• Done by the lobbyists.
• Influence the development or decision of public interest.
Lobbying
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• PepsiCo lobbied focusing on these issues:
– Childhood obesity.
– Food and beverage labeling.
– Marketing and advertising issues in response to Interagency Working Group on Food
Marketed to Children (IWG).
– Restrictions on use of supplemental nutrition assistance program.
– Implementation of S. 3307-healthy, Hunger-Free Kids Act of 2010.
– Biofuels policy generally.
PepsiCo Fights Guidelines for Marketing to Kids (Atlantic)
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• The goal – to determine possible conflicts, prepare for them and
communication control when the crisis is already underway.
• PR has in crisis an extremely important role.
• Multiple causes: toxic substances, sunken ship poisons water, new car
model fails, executives find themselves in a public scandal...
• PR must be prepared.
Communication in the crisis period
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• Sudden event or a long-term problem.
• Conflict => Crisis => Disaster.
• known – unknowns: chemical industry, air-transport, etc.
• unknown – unknowns: fires, explosions, natural disasters, workplace violence,
insolvency of debtors, etc.
Types of crisis 1
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• Image crisis
• Malicious attacks
• The crisis in conjunction with natural hazards
• Business crisis
Types of crisis 2
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• Analysis of potential problems.
• Preparation of the plan.
• Circumstances and personnel of the crisis plan.
• Means of communication.
• Training.
• Simulation exercise.
Emergency plan
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• Battery started spontaneously combusting.
• Samsung responded quickly on all fronts.
• The company acted too quickly.
• Many of its initial statements had to be retracted.
Samsung Galaxy Note 7 (CommuniquePR)
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Corporate identity and image
CORPORATE IDENTITY
Base Philosophy of company
Tools
Corporate
Design
Corporate
Communication
Corporate
Culture
Other
characteristics
of company
Result Corporate Image
(CD + CC + CI)* CCom = CIm
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• Manifestation of the organization.
• Visual means of identification.
Corporate identity
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• It includes the corporate logo, the style, interior and exterior design,
staff uniforms and fleet, and packaging and products, …
• The rating of the company by external and internal public.
• Corporate image can arise in these four sections:
– Quality of products and other services.
– Social accounting, participation in public life, …
– Physical evidence.
– Marketing communication.
Corporate image
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• Sponsorship is the financial or
material support.
• Funds are made available to the
recipient of the sponsorship deal.
• Service for service.
4 Sponsorship
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• Sponsorship of events (institutions) must match the sponsor´s brand.
• Sponsored event (institutions) must reach the target audiences.
• Sponsorship should be strengthened by the presentations in other
communication activities of the sponsor.
• Partnership with the event (institutions) should be long-term.
Basic principles of sponsorship
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• Exposure.
• Lack of clutter.
• Opportunity to build image.
• Differentiation.
• Exclusion of competition.
• Opportunity to sell goods or services.
• CSR.
Benefits for the sponsor
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Sponsorship alternatives
Matters
Sport Art
Broadcasting Reasons
Ambush
marketing
Social
marketing
Transactional
marketing
Culture Entertainment
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• Using marketing activities of its competitors for its own advertising purposes.
• Variety of forms.
• It is not legal (unfair competition).
Ambush marketing
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Ambush marketing
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Thank you for your attention!☺
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