This document discusses various topics related to public relations including relationship building through public relations, sponsorship, and corporate advertising. It defines key PR terms such as publicity, press agentry, crisis management, crisis communications, and sponsorship. It also discusses the differences between public relations and advertising. Finally, it summarizes different types of corporate advertising including public relations advertising, institutional advertising, and recruitment advertising.

1. Relationship Building :
Public Relations
Sponsorship
Corporate Advertising

2. Presenting by:
Maria Naz --- 24
Qurat-ul-Ain --- 31

3. “_____A mutual affiliation or connection
between individuals or groups of people or
entities.______”
“____Individuals mutual connection.____”

4. “_____The management function that
focuses on the relationships and
communications that individuals and
organizations have with other groups
for the purpose of creating mutual
goodwill._____”

5. oTo manage a company’s reputation
oTo help in building public consent for
enterprises
o Help in Relationship marketing
o To develop and maintain goodwill with
publics
o To improve public opinion
o Helps in Integrated marketing
communications

7. o News Release
o Press Kit
o Photos
o Features/Articles
o Printed Materials
o House Organ
o Exhibitions
o Bulletin Boards
o Audio visuals material

8. “______ When PR activities are used
for marketing purposes, this term is
called marketing public
relations.______”

10.  Raise Awareness
 Inform and educate
 Improve understanding
 Create a climate of consumer acceptance
 Give reason to Buy

11. Public Relations Advertising
• Non-Paid • Paid
• High Credibility Level • Low Credibility Level
• Objective is to create goodwill. • Objective is promotion of sales.
• Distinctive management function • Mass media Content
• Short Shelf Life • Long Shelf Life
• Nose for News • Creativity

12.  Publicity
“____A major activity of PR to generate news
about a person, product or service that appears
in print or e-media is known as Publicity._____”
 Objectives:
o Marketing
o Enhance Reputation

13. Press Agentry
“____ The planning and staging of events to
generate publicity is called press agentry.____”
 Stakeholders
oIn Print Media
oIn E-Media

15.  Crisis Management
“______How to plan and remove risk and
uncertainty from a negative and gain
control?______”
 Crisis Communications
“_____Creating a dialogue between an
organization and its public prior to, during
and after a negative occurrence.______”

16. o Detection
o Prevention
o Containment
o Recovery
o Learning

17. “____ A cash or in-kind fee paid to a
property (which may be a sports,
entertainment, or nonprofit event or
organization) in return for access to the
exploitable commercial potential
associated with that property____”

19.  Public approval
 Customer’s involvement
 Face to Face access to current or potential
customers
 Enhance the Company’s public Image

20.  Costly
 Clutter
 Loss of Credibility

21.  Sports marketing
 Entertainment
 Festivals, Event marketing
 Arts & Culture

23. “____Advertising that is more public
relations than sales promotion has
an objective that is to build a
firm's corporate image, reputation, and
name-awareness among the general
public or within an industry is called
corporate advertising._____”

25.  Corporate Advertising Covers the broad area
of non product advertising including:
 Public Relations advertising
 Institutional Advertising
 Corporate identity advertising
 Recruitment Advertising

26. “____Advertising by a corporation that
focuses on public interest but maintains a
relationship to the corporation's products
or agencies is called Public Relations
Advertising.____”

28. Uses of PR ads:
o To improve company’s relations with its Publics
o To promote the programs and it sponsorship
o To enhance their community citizenship
o To create public goodwill

29. “_____The promotional message aimed at
creating an image, enhancing reputation,
building goodwill, or advocating an idea or
the philosophy of an organization, instead of
sales promotion. When employed by an
organization to market itself (instead of its
products), it is called Institutional
advertising.____”

31.  Purposes to use Institutional Advertising
o To report company’s accomplishment
o Position the company competitively in the market
o Reflect a change in corporate personality
o Improve employee morale
o Avoid communications problems with company’s Public

32. “_____What dose a Company do When its
changes its name, Logos, trademarks or
corporate signatures, as when it merges
with another company? This is the job of
corporate advertising._____”

34. “_____An advertisement for a job position,
where the company goes looking for a
employee instead of the employee
searching out a company is known as
Recruitment Advertising._____”

36.  Placing Of Recruitment ad
o Appears at classified help-wanted section
o By Human Resource Department