public relations marketing

DMK 2073 PUBLIC RELATIONS MARKETINGAssignment 1

“Public Relations & Marketing”

Name: Shermyneshadzwa BahrinID: 012012110148

School of Hospitality & Creative ArtsPrepared for: Miss Syahida Mohd Nazri

What is the relationship between Public Relations & Marketing?

• Marketing focuses on consumers, as does consumer relations. customers relations which is part of public relations.

• Public relations programs (government relations and employee relations), can affect the success of marketing programs and vice versa.

• In fact, mishandled marketing programs can damage long-term PR relationships.

• Example: KFC Restaurant chain promoted its new grilled chicken with coupons for FREE MEALS. Thousands of customers downloaded the online coupons and flocked to KFC, disappointed when many locations ran out of chicken.

Chronological of PR Marketing

The Decline of Mass Marketing

• In a world with hundreds of cable and satellite channels, the traditional television networks can no longer deliver a mass audience.

• Thousands of blogs, e-mail, websites and other social media can no longer do public relations and advertisings.

• The ability to reach a large audience through a few mass media channels is declining.

• Media that reach individuals one at a time with personalized messages are growing efficiency and effectiveness.

The Growth of Consumer-Focused Marketing

• Uses variety of media to build relationships with individual consumers.

• Best known form is integrated marketing communications (IMC).

• Other approaches fall under CFM includes:- Integrated marketing communications (IMC)- Relationship marketing- Customer relationship management (CRM) - Integrated brand communication (IBC).

Integrated Marketing Communications (IMC)

Focus on individual consumers. Products are developed to fulfill consumers needs as well as sales messages target consumer self-interests

Use databases to store information on individual consumers; rather than on a mass audience. These databases contain a lots of information on individual consumers wants, needs and preferences

Send well-focused message to each consumer through variety of approaches:

- Advertising - Direct Mail- Public Relations - Other forms of marketing communications

Three Pillars of IMC

Advertising: The use of controlled media in an attempt to influence the actions of targeted publics. A paid form of communication.

Marketing: The process of researching, creating, refining and promoting a products or services, and distributing the product or service to targeted consumers.

Public Relations: The values-driven management of relationships between an organization and the publics that can affect its success.

Three Pillars of IMC

Advertising, marketing and PR follow the same process (research, planning, communication and evaluation)

Unlike marketing, PR focuses on many publics, not just the consumer. Unlike advertising, PR doesn’t control its messages by purchasing specific placement for them

Public Relations, Advertising and Marketing

“Not all advertising is marketing; nor is all public relations marketing”

The Impact of PR on Consumer-Focused Marketing

Public relations professionals always believed in breaking down publics into their smallest units, just as consumer-focused marketing does.

Good PR has always been two-way; the best practitioners have always listened, not just talked to their publics.

PR practitioners communicate with publics through media those public prefer; consumer-focused marketer do the same.

Sometimes an organization has to change to meet the needs of publics, just the same as consumer-focused marketing involves realizing that a product might need to change too.

Public Relations vs Marketing

Marketing focuses primarily on only one public (consumers) Public Relations focused on relationships with all public

essential to an organizations’ success PR and marketing are “separate and equal but related

functions”, and must work together toward achieving organizations goals.

A Closer Look at Marketing

• Involves making the consumer want to buy your products or services

• This includes everything from product research and design (4p’s):

- Product- Price- Place- Promotion

Marketing PR

• Focuses on building relationships with consumers. The objective is to get them to purchase a product or service.

• Traditional tactics include:- Product or service-oriented news releases, media kits, video

news releases, and news conferences- Spokesperson appearances- Special events- Satellite media tours- Displays at trade shows

A Closer Look at IMC

• The Four P’s become the Four C’s:- Product has become Consumer wants and needs- Price has become consumer’s Cost- Place has become Convenience to buy- Promotion has become Communication

• Sending one clear message through variety of media

Creating an IMC Campaign

Hire only team players Use databases and issues management to understand

stakeholders Identify all contact points for the company and its products Create business and communication plans for each local

market Link IMC with management process

References

• David W. Guth, Charles Marsh (2012), Public Relations A Values-Driven Approach, Pearson Education