Transcript The development of marketing public relations (MPR)

The development of marketing public relations
(MPR)
It is a term where marketing and public
relations merge.
MPR is effective in some areas which may
have originally been served by advertising
and also in brand building.
Consumer PR and marketing communications are most
often concerned with brands, the value of a name of a
product or company, and how this affects people’s
buying behaviour.
In some cases, the company name is the brand, like
Virgin, Sony or Kodak.
Association with a corporate brand like this may affect
consumer decisions.
In others, the brand names are well known, like Fairy
Liquid, but the parent company less so, like Unilever or
Procter & Gamble.
In some cases, like soap powder, companies produce
different brands which then compete with each other
in the marketplace.
An Introduction to Marketing
Public Relations
What is Marketing Public Relations?
• Marketing Public Relations, the use of public
relations strategies and techniques to achieve
marketing objectives.
• A firm typically accomplished its goals by working
with the media to send a persuasive message to
consumers.
• A marketer’s perspective on public relations that
utilizes both traditional and new media channels
in a way that can adapt to the ever-changing
marketing landscape.
MPR Goals…
• Build relationships between consumers, companies and
brands
• Increasing the visibility of an established organization or
product
• Establishing an organization or individual as an expert in a
given field
• Educating stakeholders on issues critical to the organization
• Shaping public opinion about an organization, idea, or
individual
• Maintaining the image of an organization or product—over
time or during a crisis
• Stimulating the trial or repeat usage of a product
Basic Rules of MPR
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Use MPR
Be aware of what’s newsworthy
Share the news
Package it properly
Get it to the right people
Be available
Stay engaged
Realize that MPR has global reach.
Ethics are not optional
Event
• A special activity, showing, display, or exhibit
designed to demonstrate products or to
connect the product to favorable products or
activities
Consumer Generated Marketing
• Consumer generated marketing (CGM) is
marketing efforts designed to encourage
consumers to create marketing messages and
other brand exchanges themselves.
• This Includes…
– word-of- mouth
– buzz
Word-of-Mouth
• Information spread from person to person through the
spoken or written word where the communication is
personal, intentional, and concerns a product.
• When people are talking positively about a product or service
it is sometimes referred to buzz as wom promotions that can
lead to explosive, self-generating consumer demand.
• MPR to promote word-of-mouth and increase media
mentions of the firm which lead to a positive perception of
the brands
Off-line Word-of-Mouth
• Information about products spread from
consumer to consumer via face-to-face,
telephone, or other non-electronic methods
Connectors or Influencers
• Media, groups, or individuals who act as a
channel for a marketing message resulting in
media mentions or the creation of word-ofmouth
Connectors or Influencers
• Make Lipton Tea the choice
of young consumers.
• Rethink the Drink
• Link the brand with the
health benefits of tea.
• Infuse it into pop culture
with young influencers.
• Two-part campaign, Healthy
Beverage Guidelines and
the Lipton Pyramid Tea
Party.
• Renowned nutrition expert
Dr. Barry Popkin and a panel
of experts, The Healthy
Beverage Guidelines.
Connectors or Influencers
• Health benefits of this ancient beverage
• Media outreach, paid advertisement, the development of a
web site, and direct mail aimed at registered dieticians.
• Lipton Pyramid Tea Party, a chic and stylish event.
• The New York City event hosted by Golden Globe nominated
actress and singer, Emmy Rossum
• Invitations to celebrities, fashion influencers and target media
• Celebrities as Tori Spelling, Miss Universe, Miss Teen USA and
supermodel Karolina Kurkova
Non-media connector
• A person who monitors, analyzes, and shares
information about a product, company or
organization.
• An NMC may/ may not be paid for her/his
efforts, but she/he is not employed by a media
organization.
MPR Communication Process
• The sender gives up control of the message.
Organization
Message
Connector
Feedback 1 (media)
Revised Message
Feedback 2 (public)
Customer/Public
MPR Communication Process
• The method of making contact with connectors varies with the
types of connectors selected and the goals of a particular campaign.
• Media outlets can choose either to ignore the message or to cover
it.
• Influential groups and individuals can choose to disregard the
message or to spread the word.
• If the connectors choose to act on the message, they then decide
how much exposure to give the story, how they will present it, and
when.
• This initial exposure comes in the form of media mentions and
word-of-mouth and is the first form of feedback that the sender
receives.
• The connectors have the option to repackage the message and
present it in a way that suits their own needs and the interests of
their audience—what media theorists call gatekeeping.
MPR Communication Process
• Consumers then need to absorb the message that
the connectors conveyed to them and to behave
accordingly.
• This behavior is the second form of feedback and
usually takes the shape of consumers buying a
product or displaying new attitudes.
• Since the message is filtered through connectors,
consumers tend to trust PR and consumergenerated marketing more than other types of
promotional efforts, such as advertisements.
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• As a result, the meaning of the message can change
depending upon the channel through which it is delivered.
• Imagine two people saying the same thing, yet one is smiling
while the other is scowling.
• Clearly, you will hear that message differently from these two
different messengers.
• Marketers need to be aware that the connectors they choose
are equally as important as the message with which they
entrust them.
• Legendary communications scholar Marshall McLuhan went
as far as to say that the “medium is the message.”
Measurement
• Famous retailer
John Wanamaker
is claimed to have
stated, “Half the
money I spend on
advertising is
wasted; the
trouble is, I don’t
know which half.”
• Standard marketing
metrics such as sales,
profitability, and changes
in market share and
brand awareness apply to
MPR efforts much the
same way they do to
other marketing efforts,
such as advertising