LESSON 4

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Types of Public Relations Advertising

The largest percentage of public relations advertising is done in magazines, with network television and newspapers and Sunday supplements in second and third place, respectively.

Magazines, which are already specialized, will probably contimie to get the lion's share of «image» advertising.

There are several types of public relations advertising. We will deal with five basic types: image-building, investor and financial relations programs, public service messages, advocacy, and announcements.

Image-building

Not only can advertising strengthen an organization's reputation and image, but it can also contribute to consumer and client acceptance of the organization's products and services. Consumers don't just buy a product; they also buy the company if it is perceived as being well managed, socially responsible, environmentally conscious, and willing to stand behind its products.

A good example of an image-building campaign is one by NYNEX, the telephone company serving New York State and New England. The company decided to put a human face on high technology with a series of ads that focused on its employees working for and with customers to solve their telephone problems.

Investor and Financial Relations

A different type of public relations advertising is targeted to the financial community - individual and institutional investors, stock analysts, investment bankers, and stockbrokers. .The objective is to portray a company's financial strengths and prospects in the most flattering way.

Such advertising is used extensively during fights for control of companies, when a company is undergoing some major reorganization, or when the company believes it is being unfairly attacked by consumer groups or regulatory agencies. A variety of these ads can be seen in financial publications.

Public Service

Public service advertisements provide information, tips, and how-to suggestions. A number of nonprofit and charitable organizations use such advertising for public education, for example:

• The American Cancer Society gives information about vegetables and fruits that can reduce the risk of cancer.

• The American Heart Association informs people about the warning signs of a heart attack.

• The American Lung Association warns people about the dangers of smoking.

• The Pacific Gas and Electric Company provides helpful hints on how to reduce energy costs during the winter months

Advocacy

Although persuasion is an advocacy advertising. This often means trying to get readers or viewers to agree with the position of the advertiser on some issue. Ideally, the advertising campaign will cause people to change attitudes, modify behavior, and even take steps to influence others about the issue.

A good example of an advocacy campaign designed to achieve a specific goal is the National Cable Television Association, facing public pressure for Congress to pass a bill to regulate cable television rates, also used an extensive advertising campaign to change public attitudes about the industry.

Announcement

Announcement can be used for any category of public relations advertising. Their primary use is to inform the public promptly about something that affects everyone. Recalling a product, explaining a failure of service, or rebutting a change of irresponsibility are appropriate announcements.

ðə [largest] pərsentɪdʒ əv pəblɪk rɪleɪʃənz ædvərtaɪzɪŋ ɪz dən ɪn mægəzinz, wɪð netwərk teləvɪʒən ənd nuzpeɪpərz ənd səndeɪ səpləmənts ɪn sekənd ənd θərd pleɪs, [respectively].

mægəzinz, wɪtʃ ɑr ɔlredi speʃəlaɪzd, wəl prɑbəbli [contimie] tə get ðə laɪənz ʃer əv «i[mage»] ædvərtaɪzɪŋ.

ðer ɑr sevrəl taɪps əv pəblɪk rɪleɪʃənz ædvərtaɪzɪŋ. wi wəl dil wɪð faɪv beɪsɪk taɪps: [image-building], [investor] ənd fənænʃəl rɪleɪʃənz proʊgræmz, pəblɪk sərvəs mesɪdʒɪz, ædvəkəsi, ənd ənæʊnsmənts.