Below-the-line and other communications: Public rela...

 

This paper presents a compelling example of how Durex used research, communication and design, as well as expert opinion, to transform a well established in-house PR vehicle into a critical business t ...

Stephanie Brookes and Oliver Chesher, PR account managers at full-service business-to-business agency Cicero, report on a new study conducted among B2B marketers to investigate the size and scope of t ...

Manuel Zebeida, founder and managing director of Press Index Inc., recognises that the fragmented, unregulated, constantly changing world of Web 2.0 poses immense challenges for press-clipping and med ...

Strong brands are built on experience and trust. Product issues that threaten consumer safety put these brand foundations in jeopardy. The way in which Johnson & Johnson responded to the Tylenol poiso ...

PR can be a highly effective brand-building tool. In the eyes of consumers, it carries greater weight than other types of marketing communication, being seen as independent and hence more credible. As ...

PR is becoming increasingly important and accepted as a marketing tool. As well as discussing the reasons for this, this article also looks at PR best practice, arguing that it should be integrated in ...

Olivia Johnson, planning director at Hooper Galton, advises on how to produce successful campaigns in today's fragmented and cacophonous media environment. She argues that too few brands have a truly ...

This study investigates the internal ideational foundation underlying the host country public relations of multinational corporations by explicating the thinking of various public relations actors abo ...

James Davies, managing director of Impact Evaluation, explains the importance of PR evaluation in today's changing media environment, and discusses the ways that are used to measure the success of PR ...

Rachel Hawkes and Tim Gibbon, of Elemental Communications, explain the new PR technique of News Engine Search Engine Optimisation (NESEO), combining the skills of PR and search engine marketing. NESEO ...

Pan-European PR usually involves using several consultancies, and generates considerable dissatisfaction. This is according to Patrick Frison-Roche, founder and managing director of Hopscotch Europe i ...

Gerry McCuskar, author of Public Relations Disasters: Tailspin, argues that marketers are being negligent if they do not give PR a role in advertising campaign development and at campaign launches. He ...

Roderick White, in his introduction to Admap's report on public relations, discusses the roles and responsibilities that PR is perceived to perform in today's marketing companies. Ranging from simple ...

In every CPG/FMCG category, the point of purchase is the critical moment of truth when a consumer facing a shelf of competing brands makes a decision to part with hardearned money for just one of them ...

Previous experimental research found that the pre-exposure of publicity about advertisements has two distinct but related effects in advertised brand recall: (a) a facilitative effect on publicized br ...

With the surge in high tech industries in the late 1990s, more and more companies came to realize the importance of how they were portrayed in the media, which gave a dramatic boost to the high tech p ...

The purpose of this research is twofold: (1) to examine the persuasive effects of a message that is presented either as advertising or publicity, and (2) to study whether sequencing (i.e., advertising ...

Dr Tom Watson, a communications academic and past chairman of the UK's Public Relations Consultants Association, argues the necessity for measuring the effects of public relations activity, and provid ...

Tom Beaumont-Griffin, executive creative director at Sledge Ltd, and Andy Sutton, UK marketing director for Peugeot, describe the spring 2005 pre-launch buzz campaign for the innovative Peugeot 1007. ...

Parker believes that influence through reference has replaced deference for consumers who seek out the views of their peers, TV presenters or newspaper columnists, such that 60% of financial advertisi ...

This paper reports a survey about diffusion of the concept of Integrated Marketing Communications (IMC) in the Chinese market, which is now in a transition period, moving from a planned economy to a m ...

All PR campaigns depend on positive media coverage in outlets which will reach their target audience. This paper outlines how to identify and connect with the appropriate media sources, develop the ro ...

Success stories may be an old marketing tool, but they are still a popular and effective one. This paper looks at how a success story should be written to ensure its effectiveness, covering the develo ...

Claire Spencer, managing director of i to i research, looks back at how the PR industry has evolved over the last 40 years and envisages PR playing a pivotal role in integrated communications over the ...

This ‘Best Practice’ paper looks at the complex and fragmented world of ambient media. After defining the subject, the author looks at ambient media’s relationship with point-of-purchase, promotions ...

Handling communications – and your corporate reputation – around litigation is a significant challenge in the internet age. This paper provides a guide to dealing with this problem, including ten basi ...

In this article the authors discuss the development of Integrated Marketing Communications and explore how it is being used by agencies that are members of the Institute of Practitioners in Advertisin ...

Joe Mandese reviews the performance of corporate public relations in 2002 compared with 2001. He introduces the findings of the so-called Media Reputations Index (MRI) which seeks to do for PR what TV ...

How do you get your brand talked about by the right people, in the right places, for the right reasons? Amy Henry explains the concept of buzz marketing: describing how it can be successfully applied ...

This paper looks at the essential need of evaluation of PR activity, and the author's experience of measuring ROI of PR in its own right or as part of an integrated campaign.