Creativity and Public Relations in Integrated Brand Promotion

Corporate image advertising

Advertising focused on enhancing the overall image of a firm among important constituents.

Freshness

Creativity helps brands stay current, fresh, and top of mind.

Connection

Creativity helps brands connect with consumers in meaningful, memorable ways.

Creativity according to James Webb Young

Creativity emerges from integrating seemingly unrelated concepts; from forging novel connections.

Creativity statistics

98% of preschoolers test as genius; by high school, this drops to 12%; and by adulthood, it barely shows up at 2%.

Steve Jobs quote

Your thoughts construct patterns like scaffolding in your mind. You are really just etching chemical patterns.

First Apple tagline

Think different.

Client objectives in creativity

Creative efforts don't exist in vacuums; they always serve specific client objectives.

Account executive focus

Highly concerned with client needs and objectives.

Public Relations (PR)

A strategic communications process that builds mutually beneficial relationships between organizations and their publics.

Public Goodwill

The greatest asset any organization can have.

Objectives of PR

Promote goodwill, promote product, internet communication, counteract negative publicity, lobby, and give advice.

Promote Goodwill

Build brand image via activities that reflect positively on the brand.

Promote Product

Press releases, events, and other 'brand news' that increase public awareness about a brand's products.

Internet Communication

Sharing information and correcting misinformation within a company to improve internal relations.

Counteract Negative Publicity

Prevent negative publicity from damaging the brand and the image, also known as damage control.

Lobby

Helps brands deal with government officials and pending legislation.

Positive PR

Efforts aimed at enhancing the public perception of a brand.

Types of PR

Media relations, employee relations, financial relations, corporate relations, and public affairs.

Proactive PR

Takes an offensive approach, focuses on opportunities, guided by a brand's marketing objectives.

Reactive PR

Takes a defensive approach, focuses on problems, guided by external pressures.

PR vs Advertising

PR is focused more on the organization and maintaining public goodwill, while advertising focuses on product/service and creating consumer awareness.

Earned Media

Media coverage gained through public relations efforts rather than paid advertising.

Traits of a Good PR Practitioner

Interpersonally gifted, patient, energetic, good listener, enjoys uncertainty, prescient, lifelong learner, conflict mediator.

Creative brief

A document that outlines and channels an essential creative idea and objective guiding the creative team.

Cognitive style

The unique preference of each person for thinking about and solving a problem.

3ps creativity framework

Indicates creativity is fostered by three inputs: people, process, and place.

Ad council

A nonprofit organization since 1942 that produces, distributes, and promotes public service announcements on behalf of various sponsors.

Crisis communications

Communicating with and responding to the public and stakeholders in times of problems, crises, or tragedies.

Pre-roll advertising

Ads that are shown to consumers before a social media video or other content.

Reactive PR strategy

A public relations strategy that is dictated by influences outside the control of a company, focuses on problems to be solved rather than opportunities, and requires defensive rather than offensive measures.

PR audit

An internal study that identifies the characteristics of a firm or the aspects of the firm's activities that are positive and newsworthy.

Why teams matter

Teams are the only valid option for getting things done and are effective when leadership makes accountability clear.

PR plan

A plan that identifies the objectives and activities related to the public relations communications issued by a firm.

Situation analysis

A component of a PR plan that assesses the current state of the firm.

Program rationale

The reasoning behind the chosen strategies in a PR plan.

Communications vehicle

The medium through which public relations messages are delivered.

Message content

The actual information conveyed in a public relations communication.

Identification of vulnerabilities

The process of recognizing weaknesses in a firm's operations or products that could harm relationships.

Influencer marketing

A series of personalized marketing techniques directed at individuals or groups who can drive positive word of mouth.

Micro-influencer

A person who represents a brand, usually having a specific knowledge area, with 10,000-50,000 followers on social media.

Macro-influencer

A person who is compensated to deliver messages about a brand and has at least 500,000 social media followers.

Peer to peer influencer

The idea of giving influencers something fun or provocative to talk about.

Buzz marketing

The process of creating events or experiences that yield conversations about a brand or product.

Viral marketing

Marketing to consumers via digital, social, or mobile media or through personal contact stimulated by a firm.

Andy Senovits 5 keys for success with influencer marketing

A framework that includes talkers, topics, tools, taking part, and tracking for effective influencer marketing.

Transparency in Buzz

The need to comply with laws and regulations and ensure transparency in influencer marketing.

Corporate cause-related advertising

Advertising that identifies corporate sponsorship of philanthropic activities.

Green marketing

Corporate efforts that embrace a cause or program in support of the environment.

Greenwashing

Using advertising to communicate misleading claims about goods or services having environmental benefits.

Visibility

Creativity helps brand messages break through the clutter; if an ad isn't visible, it isn't memorable.

Creativity definition

Creativity comes in many forms across all walks of life; it is a way of approaching the world; it is a method of problem-solving.

Common traits of creatives

Self-confident, assertive, childlike, unconventional, hardworking, independent, internally driven, risk takers, high tolerance for ambiguity, self-promotes.

Right-brained characteristics

Creative, intuitive, artistic, non-verbal, emotional, imaginative.

Left-brained characteristics

Systemic, logical, analytical, linear, verbal, factual, sequential.

The Twin Masters

Advertising/IBP is an art and a disciplined solution to a communications problem.

Creative abrasion

There's friction, but we want friction, pushback; we want to get better.

Creative focus

Less concerned with client needs and objectives; motivated to display creative brilliance.

Advantages of teamwork in IBP

Speed, synergy, growth, confidence.

Ken Robinson's Key Ideas about Creativity

1. Creativity = original ideas that have value. 2. Being creative requires taking chances. 3. Don't let your creativity get squished. 4. Futures unpredictability requires creative thinkers.

Public Relations definition

Communication efforts that attempt to foster goodwill between a firm and its many constituent groups.

Crisis Management

The managing and handling of a (potential) crisis facing a brand.

Internal Communications

Responsible for making the flow of information between organization members.

Policy Influence

The deliberate effort by individuals, groups, or organizations to shape the development, implementation, and outcomes of public policies.

New Challenges for PR Practitioners

Brands have less control over their messages, every employee is a spokesperson, gossip spreads instantly, dissatisfied customers have widespread power.

Consumer-Based Strategy

A way of doing business that starts with consumer psychology and uses insights to build creative strategy.

Creative Strategy

Guided by the creative brief in executing the broad plan of copywriting and art direction.

Creativity

The ability to consider and hold together seemingly inconsistent elements and forces, making a new connection.

Synergy in Branding

A creative must pull various elements of the creative strategy together within ads and among all forms of integrated brand promotion.

Advertising and Branding Professionals

Try to solve a problem often under demanding time constraints.

Account executives

The liaison between an advertising agency and its clients; the nature of the account executive's job requires excellent persuasion, negotiation, and judgment skills in order to both successfully alleviate client discomfort and sell highly effective, groundbreaking ideas.

Interpersonal abrasion

The clash of people, often resulting from an inability to regard idea feedback as separate from personal feedback, from which communication shuts down and new ideas get slaughtered.

Effective brainstorming

A process that includes defining the question, building off each other, and allowing time for creativity.

Public relations

A marketing and management function that focuses on communications that foster goodwill between a firm and its many constituent groups.

Antibrand entertainment

Content that pokes fun at itself, doesn't mention the product, or uses some other seemingly unmarketable device to attract attention to a brand.

Word of mouth

In marketing parlance, this is the process of encouraging consumers to talk or communicate with each other about a firm's brand or marketing activities.

Brand transgressions

When a brand does something wrong and trust is lost.

Consumer Product Safety Commission (CPSC)

An agency of the U.S. government that promotes the safety of consumer products by addressing injury risks, provides safety standards, and researches illness or injury that results from products.

Text disclosures

When a company or organization sends product- or service-related disclosures or important information to consumers via their phones.

Feature story

Different from a press release in that it is typically more controllable, detailed, and substantial.

Publicity

Unpaid-for media exposure about a firm's activities or its products and services; free media exposure highlighting a firm's activities or brands.

Proactive PR strategy

A public relations strategy that is dictated by marketing objectives, seeks to publicize a company and its brands, and is offensive in spirit rather than defensive.

John Sweeney's advice on bad creatives

A list of behaviors to avoid, such as treating the target audience like a statistic and blaming creatives for bad work.

Program objectives

Goals set within a PR plan to guide communication efforts.

Evaluation

The process of assessing the effectiveness of public relations efforts.

Strategies in reactive PR

Approaches taken to address issues as they arise in public relations.

Publicity stunts

A type of public relations crafted to get people talking or to get the brand on people's minds.

Corporate advertising

Advertising intended to establish a favorable attitude toward a company as a whole.

Corporate advocacy advertising

Advertising that attempts to influence public opinion on important social, political, or environmental issues.

Still learning (50)

You've started learning these terms. Keep it up!