USING ADVERTISING FOR P R COMMUNICATION:Role Of PR

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Fundamentals of Public Relations MCM 401

Lesson 16

USING ADVERTISING FOR P R COMMUNICATION

Overview

Public Relations and advertising work in very close coordination in various activities. We will establish as to

why advertising is used for PR communication and how does advertising help PR. We will also study

corporate public relations and its importance. PR counsel service is also becoming popular, which will also

be dealt with in this lecture.

. Why Advertising?

Developed in to an important technique long before most of the other matured.

It financially supports so many of the media of communication.

It is always immediately apparent to be a communication from an interested party seeking to reach

the public.

It is essential to the sale of vast quantities of goods produced.

It is always clearly visible & often measurable.

How Does Advertising Help PR?

Conveys information like

Company planning to establish a new plant.

Notifying personnel of changes in work schedules, layoffs or recalls.

Explanation of interruptions in service & what the public should do.

A report on change of company name & why?

Explanation of the issues in a strike or work stoppage.

Reports on company's activities to desired public.

Contributing to the company's image.

Corporate Public Relations

Role Of PR

Basically creating & maintaining corporate Goodwill --- protecting that which the company has & building

sustained goodwill for the future.

Two Different Postures.

Defensive in the face of an attack.

Positive in the effort to enhance goodwill.

PR To Provide 4 Basic Services

ADVICE & COUNSEL

COMMUNICATION SERVICE

PUBLIC RELATIONS RESEARCH & ANALYSIS

PUBLIC RELATIONS PROMOTION.

Functions of PR Department.

Public Relations Advice & Counsel.

Corporate Publicity.

Product Publicity.

Community relations.

Shareholder relations.

Public Relations Programs.

Corporate donations.

Government relations.

Guest relations.

10.

Internal communications

Fundamentals of Public Relations MCM 401

Place & Function Of Public Relations Counsel

Who should be a PR counsel?

1. Man with extensive training.

2. Man with good judgment.

3. Man with the ability to think in sharp, logical patterns.

4. Ability to express himself clearly, both orally & in writing.

5. Ability to plan on a broad scale going below the surface far beyond the immediate horizon.

6. Executive ability to direct extensive operations involving much detail & many abstract elements.

7. Sales ability, to know how to put over an idea, a product or a cause.

8. Constant objectivity --- keeping himself in the background, able to evaluate any situation from the

outsider's view point.

9. Open-mindedness even after almost all the facts seem to lead to one conclusion.

10. Humility, to be able to acknowledge that his judgment may be wrong.

11. Courage to be willing to lose a client if continuing would require compromising his convictions &

judgment.

12. Ability to put just as much stress on details as on vast plans.

13. Interest in people, in their ideas, in why they do things.

14. Lively imagination, tempered by good judgment.

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