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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
17. Public Relations,
Publicity, and Corporate
Advertising
The Internet As mentioned briefly in Chapter 15, the Internet has become a means
by which companies and organizations can disseminate public relations information.
Just as in the print media, companies have used the Web to establish media relations
and government, investor, and community relationships; deal with crises; and even
conduct cause marketing. Companies have used their websites to address issues, as
well as to provide information about products and services, archive press releases,
link to other articles and sites, and provide lists of activities and events. In October
2002, poultry processor Pilgrim’s Pride issued a nationwide recall of 27.4 million
pounds of cooked sandwich meat—the largest meat recall in U.S. history—after
warnings of possible contamination from listeria. While not linked directly to the illness,
the company wanted to be sure that its products were not responsible. To assist
in providing information to consumers, Pilgrim’s Pride called a press conference,
issued press releases, and provided information on its website (Exhibit 17-10). 19
Other Internet tools, including e-mails and e-mail newsletters, have also been used
effectively.
Shel Holtz notes that while there are many similarities between public relations
activities conducted in traditional media and those conducted on the Internet, three
main elements account for the differences between the two:
1. The Internet offers a more limited opportunity to gain attention due to short exposure
times.
2. The Internet offers the opportunity to build internal links that provide the media
with instant access to additional sources of information on the issue.
3. The Internet offers the ability to provide much more substantial information. Print
and broadcast materials are confined by time and space limitations, while the
Internet can literally provide volumes of information at a fingertip—or click of a
mouse. 20
Holtz also notes that while public relations activities are increasing on the Internet,
and will continue to do so, PR people have been some of the slowest to adopt the new
technology. However, as more and more media people and PR people gain confidence,
the Internet will become a major source of public relations activities.
Other methods of distributing information include photo kits, bylined articles
(signed by the firm), speeches, and trade shows. Of course, the specific mode of distribution
is determined by the nature of the story and the interest of the media and its
publics.
© The McGraw−Hill
Companies, 2003
Exhibit 17-10 Pilgrim’s
Pride responds to negative
publicity
575
Chapter Seventeen Public Relations, Publicity, and Corporate Advertising