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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 17-9 Reebok
announces sponsorship of
Shakira
V. Developing the
Integrated Marketing
Communications Program
17. Public Relations,
Publicity, and Corporate
Advertising
© The McGraw−Hill
Companies, 2003
Press Conferences We are all familiar with press conferences held by
political figures. While used less often by organizations and corporations,
this form of delivery can be very effective. The topic must be of major interest
to a specific group before it is likely to gain coverage. Usually major
accomplishments (such as the awarding of the next Super Bowl or
Olympics location), major breakthroughs (such as medical cures), emergencies,
or catastrophes warrant a national press conference. On a local level,
community events, local developments, and the like may receive coverage.
Companies often call press conferences when they have significant news to
announce, such as the introduction of a new product or advertising campaign.
Sports teams use this tool to attract fan attention and interest when a
new star is signed. TV3, a Malaysian broadcast system, held an international
press conference to announce its introduction of an interactive TV
service. Reebok held a press conference and issued a press release to
announce it had signed rock star Shakira to an endorsement agreement. The
Grammy Award–winning artist would be featured in Reebok’s advertising
campaign, and Reebok would sponsor her tour. Print ads, billboards, instore
displays, and consumer promotions were also included as part of the
IMC package (Exhibit 17-9).
Exclusives Although most public relations efforts seek a variety of channels for
distribution, an alternative strategy is to offer one particular medium exclusive rights
to the story if that medium reaches a substantial number of people in the target
audience. Offering an exclusive may enhance the likelihood of acceptance. As you
watch television over the next few weeks, look for the various networks’ and local
stations’ exclusives. Notice how the media actually use these exclusives to promote
themselves.
Interviews When you watch TV or read magazines, pay close attention to the personal
interviews. Usually someone will raise specific questions, and a spokesperson
provided by the firm will answer them. For example, when four people died from eating
tainted hamburgers at Jack in the Box restaurants, the company’s president gave
personal interviews with the press to detail the corrective actions the company would
take. Microsoft’s president, Steve Ballmer, appeared in a number of personal interviews
to present the company’s position in a legal case brought against it by the U.S.
government. Monica Lewinsky’s first TV interview with Barbara Walters of ABC was
a major coup for the network, as the ratings were among the highest ever recorded.
(The interview just happened to take place during “sweeps”!)
Community Involvement Many corporations enhance their public images
through involvement in the local community. This involvement may take many
forms, including membership in local organizations like the Kiwanis or Jaycees and
contributions to or participation in community events. For example, after Hurricane
Floyd created so much damage in the South, a number of companies came to the
assistance of those experiencing losses. Retail Alliance provided $1 million in
interest-free loans to small businesses. Lowe’s stores contributed $5,000 and the
Franciscus Company, a Virginia Beach condo developer, donated furnishings from
professionally decorated model homes. 18 In addition, a local trade association raised
$53,000 for victims in less than one week. A flood in Venezuela, which killed hundreds,
brought aid from governments and businesses from around the world. Similar
actions were taken after floods in the Midwest by Provident Bank, Parmalat USA
(milk donations), and Wal-Mart, among others. The media also devoted free airtime
to aid victims by coordinating activities, announcing programs and food drop-off
points, and so on. After the September 11 terrorist attacks, corporations from all over
the world donated time, money, and other types of assistance in a variety of forms to
help victims. The subsequent war in Afghanistan resulted in countries’ lending assistance
by providing medical supplies, clothing, equipment, and food and shelter to
people in that country.