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TV as there were in the 1960s. In the 1980s, the spread of cable added yet another multichanneled outlet for product advertising. Against this backdrop the potential of public relations as an added ingredient in the marketing mix became increasingly more credible.

Indeed, marketing professor Philip Kotler has suggested that, in addition to the traditional four Ps of product, price, place, and promotion, two additional Ps be added to define the marketing concept today: (1) political power and (2) public opinion formation through public relations. Said Kotler, «Marketers are always looking at economic factors and rational factors. They should examine the conflicts, the special-interest and pressure groups, the vested interests, the political realities, and create appeals in those arenas».

1. Match the words with the correct definition on the right.

2.Explain the meaning of the words in bold in the text and find the appropriate synonyms to them.

3.Insert the correct preposition.

1)____ the decade of the 1990s, PR, like most other organizational pursuits, must compete _____ its survival _____ an atmosphere _____ rising manpower costs, shrinking markets and volatile public opinion.

2)PR practitioners are increasingly expected to have mastered a wide variety _____ technical communication skills such ____ writing, editing, placement ______ articles etc.

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3)PR professionals also become systems managers, knowledgeable _____

and able _____ deal _____ the complex relationships inherent ______ the organization.

4)Like research, planning in public relations is essential not only to know where a particular campaign is headed, but also to win the support ______ top management.

5)Setting objectives, formulating strategies, and planning are essential if the PR function is to be considered ______ equal stature ______ other organizational components.

4. Fill in the gaps with the correct form of the verb in brackets:

1)Marketing Professor Philip Kotler (say) that the days of traditional product marketing (give) away to a more subtle, social or PR marketing.

2)Although Kotler’s radical marketing (blossom) in the 1990s yet, his thesis (underscore) the importance of marketers.

3)Managers a decade ago (recognize) that PR programmes (add) another dimension to a marketing offensive.

4)If the entrepreneur (decide) that public relations support (be) helpful, the following rules (help) secure added recognition to a small firm.

5)An agency unfettered by internal corporate politics (trust) to present management with an objective reading of the concerns of its publics.

6)Once an organization (analyze) its environment, (establish) its objectives, (set) up measurement standards, it (be) ready to organize a PR-department.

Text 4. The Marketing Plan

For public relations to be effective as a tool in marketing, it must be introduced early in the marketing plan rather than as an afterthought. The plan should carefully lay out the organization’s objectives, strategies, and tactics for promoting and selling a product. Public relations may be used in the marketing plan to realize a number of objectives:

1.Helping a company and product name become better known.

2.Helping introduce new or improved products.

3.Helping increase a product’s life cycle (i. e., complementing advertising and sales promotion with additional product information).

4.Seeking out new markets and broadening existing ones at reduced costs.

5.Establishing an overall favorable image for the product and company.

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Basically, public relations can play a critical role in positioning a product appropriately in the market. A product’s position is the image the product conveys in the public mind. For example, if the public truly believes that Colonel Sanders’ chicken is «finger-licking good» then the firm’s product-positioning strategy has worked. When the public really believes that the folks at Allstate are «the good hands people» or that the group from Avis really does «try harder», that’s effective product positioning. Companies spend millions of dollars trying to position their products in the public mind.

Public relations offers a practical and inexpensive device for conveying product messages and helping position a firm’s products. About 8 of 10 new products fail to catch on, and the cost of these annual failures has been estimated in the billions of dollars. Public relations, then, should be involved early and integrated fully into the marketing plan. Whether in helping market a new product or enhancing the staying power of an old one, public relations can make a telling difference in product success.

1.Answer the questions:

1)What are the main sections of a marketing plan?

2)What are the main stages of a product life-cycle?

3)Prepare your own marketing plan for a product/service you like.

2. Insert the correct prepositions.

_____ light _____ the difficulty today ____ raising advertising awareness above the noise _____ so many competitive messages, marketers are turning increasingly _____ product publicity as an important adjunct _____ advertising. Although the public is generally unaware _____ it, a great deal _____ what it knows and believes about a wide variety _____ products comes through press coverage. Articles _____ the newspaper’s «living» section — describing the attributes _____ a brand _____ Burgundy or the advantages _____ down coats or enriched dog foods — often arise _____ product-publicity information distributed

_____ the manufacturer.

3. Complete the text with the following words from the box.

Product publicity, lure, remove, self-serving, sanctified, generated, disservice, tacit, counselors stigma, intrinsic

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Perhaps more than anything else, the _____ of third-party endorsement is the primary reason smart organizations value __________________________ as much as they do advertising. Third-party endorsement refers to the _________ support given a product by a newspaper, magazine, or broadcaster who mentions the product as news. Advertising often is perceived as ____________. People know that the advertiser not only created the message, but also paid for it. Publicity, on the other hand, which appears in news columns, carries no such ___________. When a message is ____________ by third-party editors, it is more persuasive than advertising messages, where the self-serving sponsor of the message is identified.

Editors have become sensitive to mentioning product names in print. Some, in fact, have a policy of deleting brand or company identifications in news columns. Public relations _____________ argue that such a policy does to readers, many of whom are influenced by what they read and may desire the particular products discussed. Counselors further argue that journalists who accept and print public relations material for its __________ value and then __________ the source of the information give the reader or viewer the false impression that the journalist the

___________ facts, ideas, or photography.

Text 5. Public Relations Marketing Activities

Once an organization has received product publicity in a newspaper or magazine, it should market the publicity further to achieve maximum sales punch. Marketing can be done through article reprints aimed at that part of a target audience — wholesalers, retailers, or consumers — who might not have seen the original article. Reprints also help reinforce the reactions of those who read the original article.

As in any other public relations activity, reprints should be approached systematically, with the following ground rules in mind:

1. Plan ahead, especially if an article has major significance to the organization. Ideally, reprints should be ordered before the periodical goes to press, so that customers can receive them shortly after the article hits the newsstands.

2.Select target publics and address the recipients by name and title. This strategy will ensure that the reprint reaches the most important audience.

3.Pinpoint the reprint’s significance, either through underlining pertinent information in the article, making marginal notes, or attaching a cover letter. In this way the target audience will readily understand.

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4.Integrate the reprint with other similar articles and information on the same or related subjects. Often, several reprints can be combined into a single mailing piece. Also, reprints can be integrated into press kits and displays.

Trade show participation enables an organization to display its products before important target audiences. The decision to participate should be looked at with the following factors in mind:

1.Analyze the show carefully. Make sure the audience is one that can’t be reached effectively through other promotional materials, such as article reprints or local publicity. Also be sure the audience is essential to the sale of the product. For example, how responsible are the attendees for the actual purchase?

Select a common theme. Integrate public relations, publicity, advertising, and sales promotion. Unify all elements for the trade show and avoid, at all costs, any hint of interdepartmental rivalries.

3.Make sure the products displayed are the right ones. Decide well in advance exactly which products are the ones to be shown.

4.Consider the trade books. Often, trade 5 magazines run special features in conjunction with trade shows, and editors need photos and publicity material. Always know what special editions are coming up, as well as their deadline schedules.

5.Emphasize what’s new. Talk about the new model that’s being displayed. Discuss the additional features, new uses, or recent performance data of the products displayed. Trade show and exhibitions should reveal innovation, breakthrough, and newness.

6.Consider local promotional efforts. While in town during a trade show, an organization can enhance both the recognition of its product and the traffic at its booth by doing local promotions. This strategy means visiting trade magazine editors and local media people to stir up publicity for the product during the show.

In recent years, the use of spokespersons to promote products has increased. Spokespersons shouldn’t disguise the fact that they are advocates for a particular product. Their purpose is to air their sponsor’s viewpoint, which often means going to bat for a controversial product.

One example is the tobacco industry. In the early 1970s, with cigarette and cigar ads banned on television and radio, the Tobacco Institute, funded by the major tobacco companies, launched a far-reaching speakers campaign to get its story to the public. During the first three years of the campaign, tobacco speakers

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appeared in 350 cities in 48 states and received coverage on 1,300 television and radio shows and in almost 300 newspapers.

Spokespersons must be articulate, fast on their feet, and thoroughly knowledgeable about the subject. When these criteria are met, the use of spokespersons as a marketing tool can be most effective.

Today, spokespersons come in a variety of sizes, shapes, and occupations. The corporate chairmen of firms as diverse as Chrysler cars, Eastern Airlines, and Wendy’s hamburgers take the lead in promoting their companies. One local New York chicken supplier, Frank Perdue, single-handed y put his company on the map through advertising and publicity appearances. Celebrities from Bob Hope (Texaco) to Jay Leno (Doritos brand corn chips) to Michael J. Fox (Pepsi-Cola) regularly endorse products for huge sums.

Special public relations events also help to market products. Grand opening celebrations, for example, are a staple in the public relations arsenal. They present publicity opportunities and offer businesses a chance to meet customers face-to- face. With the cost of print and broadcast advertising going up each year, companies increasingly are turning to sponsorship of the arts, education, music, festivals, anniversaries, sports, and charitable causes for promotional and public relations purposes.

There are no particular rules for special events. They range from media extravaganzas, such as Coca-Cola’s sponsorship of Hands Across America in 1986 with more than six million Americans participating in raising $35 million for the homeless, to simple groundbreaking and open-house ceremonies for businesses, hospitals, schools, and the like. Special events can be risky, however, especially when the party is held and no one from the media attends.

In the 1990s, «cause-related marketing» is popular. Cause-related marketing brings together the fund-raising needs of nonprofit groups with the business objectives of sponsoring companies. Some companies have been called to task for questionable tactics to promote their products by ostensibly «doing good». Perhaps the most blatant example came in the winter of 1990, when Coca-Cola Co. donated 20,000 cases of Coke to American troops in Saudi Arabia. It then promoted the gesture to the national media, which questioned the company’s aggressive efforts to seek publicity. Later, Anheuser-Busch donated 22,000 cases of a nonalcoholic beer to the troops in Saudi Arabia and decided, in light of Coke’s experience, to soft-pedal the announcement.

1.Answer the questions:

1)What factors should be considered in assessing trade-show participation?

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2)Discuss the phenomenon of the «spokesperson».

3)Describe the pros and cons of using someone well known as a spokesperson.

4)What is cause-related marketing?

5)What is the benefit of staging a special event?

2. Complete the text using the correct forms of the words in brackets.

In (plan) special events, public relations professionals (advise) well to seek outside help, even though it usually doesn’t come cheap. Practitioners can find just about any type of assistance by (consult) local directories and industry source books, which periodically (update) to include an ever-changing variety of external services that (support) public relations work — from fund raising to sky writing to blowing up balloons. Done sparingly and (conceive) thoughtfully, special events can significantly enhance the marketing of a product or institution.

Public relations also helps market products through appeals to consumer demands. (Sponsor) nutritional recipes, (publish) consumer information advice, and (lobby) for consumer-oriented legislation all (help) market a company’s products. If consumers believe a company sincerely (concern) about their welfare, their trust may translate into purchase decisions.

More companies today (seek) marketing benefits from their goodwill activities. An ideal match (raise) funds for the nonprofit group, while (offer) a business visibility among prospects.

For the small entrepreneur starting out in business, public relations sophistication can be a great advantage. A small operation can effectively use public relations techniques to enhance the marketing of its products and itself. The key to using public relations techniques to market a small company is the same as it is in promoting a large company: before any public relations program (consider), solid results must be (achieve). In other words, performance must always (precede) publicity.

3. Insert the correct prepositions.

In the 1990s, the most lucrative field _____ product spokespersons is sports. In 1990, the 30 highest-paid athletes _____ the world earned a total _____ about $230 million — _____ one-third the income coming _____ pitching products, not balls. Golfers Jack Nicklaus and Arnold Palmer each made $8 million _____

endorsements. Basketball superman Michael Jordan and tennis star Boris Becker each made $6 million _____ endorsements. Hockey great Wayne Gretzky and

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football legend Joe Montana each pocketed $3 million. But the up-and-coming, undisputed King _____ the Spokespersons was an all-everything athlete, known simply _____ Bo.

Although celebrity spokesmanship is big business today, it is not _____ its pitfalls. The two co-stars _____ the hit TV show, «Moonlighting», both got into hot water _____ the products they represented. Bruce Willis was spokesman _____

the liquor manufacturer, The Seagrams Company, when the actor admitted he had a drinking problem. Cybil Shepherd was dropped _____ spokeswoman _____ the National Beef Council when she confessed that she shunned the product. Former U.S. Speaker _____ the House Tip O’Neill was roundly criticized _____ leaving office and becoming spokesman _____ every shoe company, beer firm, hotel chain, and airline _____ whom he could make a connection. Critics thought the Tipster should have been a bit more selective _____ his endorsements.

Especially picky _____ marketing their images are rock stars. Indeed, when Prince, the diminutive Minnesota rocker _____ the risque lyrics, was asked _____

his photo _____ use _____ a certain public relations textbook, the author received the following warning _____ the decidedly unrocklike law firm _____ Manatt, Phelps, Rothenberg & Tunney.

4. Explain the meaning of the words in bold in the text and find the appropriate synonyms to them.

Text 6. Purposes of Public Relations Advertising

Traditional public relations, or nonproduct, advertising — as opposed to image or issue positioning — is still very much in practice for specific purposes. Such advertising can be appropriate for a number of mutually supportive activities.

1.Mergers and diversifications. When a company merges with another, the public needs to be told about the new business lines and divisions. Advertising provides a quick and effective way to convey this message.

2.Personnel changes. A firm’s greatest asset is usually its managers, its salespeople, and its employees. Presenting staff members in advertising not only impresses a reader with the firm’s pride in its workers, but also helps build confidence among employees themselves.

3.Organizational resources. A firm’s investment in research and development implies that the organization is concerned about meeting the future intelligently, an asset that should be advertised. The scope of a company’s services also says something positive about the organization.

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4.Manufacturing and service capabilities. The ability to deliver quality goods on time is something customers cherish. A firm that can deliver should advertise this capability. Likewise, a firm with a qualified and attentive servicing capability should let clients and potential clients know about it.

5.Growth history. A growing firm, one that has developed steadily over time and has taken advantage of its environment, is the kind of company with which people want to deal. It is also the kind of firm for which people will want to work. Growth history, therefore, is a worthwhile subject for nonproduct advertising.

6.Financial strength and stability. A picture of economic strength and stability is one that all companies like to project. Advertisements that highlight the company’s financial position earn confidence, customers, and corporate stockholders.

7.Company customers. Customers can serve as a marketing tool, too. Wellknown personalities who use a certain product may be enough to win additional customers. This strategy may be especially viable in advertising for higher-priced products, such as expensive automobiles or sports equipment.

8.Organization name change. Occasionally, firms change their names (Jersey Standard to Exxon, American Metal Climax to AMAX, First National City Corporation to Citicorp). To stick in people’s minds, a name change must be well promoted and well advertised.

9.Trademark protection. Companies such as Xerox and Coca-Cola, whose products are household names, are legitimately concerned about the improper generic use of their trademarks in the public domain. Such companies run periodic ads to remind people of the proper status of their marks. In one such ad, a perplexed secretary reminds the boss, «If you had ordered 40 photocopies instead of 40 Xeroxes, we wouldn’t have been stuck with all these machines!»

10.Corporate emergencies. Occasionally, an emergency situation erupts — a labor strike, plant disaster, or service interruption. One quick way to explain the firm’s position and procedures without fear of distortion or misinterpretation by editors or reporters is to buy advertising space. This tactic permits a full explanation of the reasons behind the problem and the steps the company plans to take to resolve the dilemma.

1. Match the words with the correct definition on the right.

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2. Fill in the correct preposition. Choose any four items and make up sentences with them:

The quantity _____ advertising, _____ a period _____ contraction, interest

_____ the advertising, talks _____ social responsibility, focus _____ the general image, purchasing actions _____ the products, pressure _____ a reshaping advertising techniques.

3.Answer the questions:

1)What are the general purposes of public relations advertising?

2)What rules must organizations keep in mind when attempting PR advertising?

3)Provide the examples of image advertising.

Text 7. Publicity Techniques

No matter whether you work for the largest manufacturing company, the poorest politician, or the tiniest nonprofit organization, chances are good that if you are engaged in public relations work, attracting positive publicity will be among your primary responsibilities. Securing publicity is perhaps the best-known aspect of public relations work. Certainly, it is the function most associated with public relations. In fact, in most people’s minds, publicity is public relations.

Publicity, through news releases and other methods, is designed to broaden knowledge and positive recognition of an organization, its personnel, and its activities. Publicity is most often gained by dealing directly with the media, either

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