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.
1) |
Personnel |
a) to combine or join together, or to cause things to |
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do this. |
2) |
Dilemma |
b) a name or a symbol which is put on a product to |
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|
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show that it is made by a particular producer and |
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which cannot be legally used by any other |
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producer. |
3) |
Merge |
c) |
a situation in which a difficult choice has to be |
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made between two different things you could do. |
4) |
Investment |
d) |
the people who are employed in a company, |
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organization or one of the armed forces. |
5) |
Trademark |
е) |
when something is not likely to move or change. |
6) |
Scope |
f) |
the act of putting money, effort, time, etc. into |
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|
something to make a profit or get an advantage, |
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or the money, effort, time, etc. used to do this. |
7) |
Stability |
g) the opportunity for doing something. |
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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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