Public Relations and Marketing Chapter 13 Public Relations

Public Relations and Marketing Chapter 13 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected under copyright law. The following are prohibited by law: • any public performance or display, including transmission of any image over a network; • preparation of any derivative work, including the extraction, in whole or in part, of any images; • any rental, lease, or lending of the program. Copyright © Allyn & Bacon 2003

Why Study Marketing? • Marketing focuses on consumers – as does consumer relations (or marketing public relations), part of public relations. • Public relations programs can affect marketing programs—and vice versa. • 21 st-century marketing seeks to build relationships—just like public relations. Copyright © Allyn & Bacon 2003

The Decline of Mass Marketing • Professor E. W. Brody notes that … – mass media continue to proliferate; – audiences continue to fragment; – new uncontrolled media are supplanting old media; and – media that target individuals with personalized messages are growing in number and effectiveness. Copyright © Allyn & Bacon 2003

An Alternative to Mass Marketing • Consumer-focused marketing – Best known form is integrated marketing communications (IMC) Copyright © Allyn & Bacon 2003

Integrated Marketing Communications • IMC practitioners. . . – focus on individual consumers; – use databases to store information on individual consumers; – send well-focused, individual messages through a variety of consumer-preferred media; and – use interactive media, constantly seeking information about consumers. Copyright © Allyn & Bacon 2003

Consumer Focused Marketing • Besides IMC – database marketing – relationship marketing – customer relationship management – integrated brand communication Copyright © Allyn & Bacon 2003

Three Pillars of IMC • Advertising: the use of controlled media in an attempt to influence the actions of targeted publics. Copyright © Allyn & Bacon 2003

Three Pillars of IMC • Marketing: the process of researching, creating, refining, and promoting a product or service—and distributing that product or service to targeted consumers. • Promoting includes sales promotions, personal selling, direct marketing, and more. Copyright © Allyn & Bacon 2003

Three Pillars of IMC • Public relations: the values-driven management of relationships between an organization and the publics that can affect its success. Copyright © Allyn & Bacon 2003

Three Pillars of IMC • Each discipline follows a process of research, planning, communication, and evaluation. • Public relations is not a subset of marketing. Copyright © Allyn & Bacon 2003

Impact of Consumer Focused Marketing on Public Relations • Use of new technologies, including databases • Mergers of advertising agencies and public relations agencies • Continuing education for marketing public relations practitioners Copyright © Allyn & Bacon 2003

Impact of Public Relations on Consumer Focused Marketing • Breaking down publics into smaller units • Importance of two-way communication • Selection of communications media based on preferences of targeted publics • A willingness to consider changing our own behavior Copyright © Allyn & Bacon 2003

Differences between Public Relations and Marketing • Marketing focuses primarily on only one public: consumers. • 1991 panel of experts: – Public relations and marketing are “separate and equal, but related functions. ” Copyright © Allyn & Bacon 2003

A Closer Look at Marketing • The Four P’s – Product – Price – Place – Promotion – Public relations? • Consistency of marketing-mix messages? Copyright © Allyn & Bacon 2003

Marketing Public Relations • Marketing public relations focuses on building relationships with consumers. • Traditional tactics include – product or service-oriented news releases, media kits, video news releases, and news conferences; – spokesperson appearances; – special events; – satellite media tours; and – displays at trade shows. Copyright © Allyn & Bacon 2003

A Closer Look at IMC • Replacement of the Four P’s by the Four C’s: – Product has become Consumer wants and needs; – Price has become Consumer’s cost; – Place has become Convenience to buy; and – Promotion has become Communication. • Sending one clear message through a variety of media Copyright © Allyn & Bacon 2003

How IMC Works • Professor Tom Duncan’s IMC audit: – analysis of communications network; – identification and prioritization of stakeholders; – evaluation of organization’s consumer databases; – content analysis of all messages; and – assessment of organizational attitudes toward IMC. Copyright © Allyn & Bacon 2003

Matthew P. Gonring describes … Creating an IMC Campaign • Create shared performance measures. • Use databases and issues management to understand stakeholders. • Identify all contact points for the company and its products. • Create plans for each local market. Copyright © Allyn & Bacon 2003

Matthew P. Gonring describes … Creating an IMC Campaign • Create compatible themes, tones, and quality. • Hire only team players. • Link IMC with management processes. Copyright © Allyn & Bacon 2003

Problems with Consumer Focused Marketing • Jealousy, or “turf battles” • Increasing complexity and cost of technology • Growing concerns for consumer privacy • Excessive focus on consumer values – at expense of company values Copyright © Allyn & Bacon 2003