TOPIK 8

An Introduction to Marketing
Public Relations

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When PR is used for the purpose of

marketing its product and services, it
is known as Marketing Public
Relations (MPR)

It can be a very important

component of the entire
communications mix of the
company

Marketing Public Relations

Marketing Public Relations (MPR)
Marketing-oriented aspect of public
relations that is an organizational
activity involved with fostering goodwill
between a company and its consumers
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What is Marketing Public Relations?

A

marketers perspective on public

relations that emphasizes the importance
of a two-way brand relationship utilizing
both traditional and new media channels in
a way that can adapt to the ever-changing
marketing landscape.
These new avenues have led to marketing
strategies that use the fundamentals of
classic public relations in innovative ways,
fostering
interactions
among
organizations, products, consumers, and
the media at a pace that is unprecedented
in the history of modern marketing.
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so Marketing public relations

(MPR) - Focused public

relations activities that

directly support marketing
goals

Media
In

public relations media are

considered
to
be
any
communication methods widely
distributed to the consumer or
business community. Media is
the plural form of medium.
Types of media include television,
radio,
newspapers,
magazines,
websites,
and
and blogs.
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MPR Goals
Building

the identity of the organization or

product
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
productover time or during a crisis
Stimulating the trial or repeat usage of a
product
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Continue objectives of MPR

Assist

in the launch of products/company

Assist in repositioning a mature product
Building interest in in a product category
Influencing specific target groups
Countering negative publicity
Building corporate image that rubs off onto
its products

Basic Rules of MPR

Use

MPR
Be aware of whats newsworthy
Share the news
Package it properly
Get it to the right people
Be available
Stay engaged
Realize that MPR has global reach.

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Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Proactive
and
Reactive
Marketing Public Relations

Proactive MPR
Proactive MPR

Widely used forms

of publicity in MPR
Product releases

Executive-statement

Feature articles
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Proactive MPR
Announce

Product releases

Executivestatement

new products
Provide relevant
information, features and
benefit
Audiovisual product
releases (video news
releases, or VNRs)
gained wide usage

Feature articles
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Proactive MPR
Detailed

Product releases

Executivestatement

descriptions of
products or other
newsworthy programs
Written by a PR firm for
immediate publications
or airing
Inexpensive to prepare

Feature articles
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Reactive MPR
Negative publicity
cases

Examples ???
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Reactive MPR

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What Is the Difference

between Marketing and PR?

What Is the Difference between Marketing

and PR?
Marketing:

The process of promoting,

selling or distributing a product or
service; the work of moving goods
from producer to purchaser
Public Relations: Encouraging public
understanding and goodwill towards a
particular company and its products or
services

OBJECTIVE: Value vs. Image

While both marketing and PR are
communication efforts designed to
boost business and promote a brand,
their chief objectives are not the
same. Marketing focuses on the
market and building sales; PR focuses
on relationships and building trust.

CONTENT: Spin vs. Straight

Marketing is all about spinfinding
the right creative angle to package
products or services in a way that
draws the audience. PR - is more nononsense, traditional, with the tone of
a press release or a news story.

The

biggest differences between marketing

and PR is the level of control they offer
companies. With marketing, a business can
enjoy full authority over promotional
materials, from branding to contests to
messaging. With PR- a business releases
control as soon as it submits its press
release or story, letting it explode in ways it
cannot anticipate, expect or plan for. I

The Nature and Scope of Public Relations

Businesses want to present a positive

image to their customers, employees, and
the general public. Well-planned and
organized public relations efforts can
increase sales, reinforce a good reputation,
and increase the willingness of consumers
to respond to advertising efforts for a
companys products.

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PR seeks to foster a mutual understanding

between an organization and its publics by
bridging consistent communication lines
with media and publics to make an
organizations good works well known to
as many publics as possible.

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Similarities -- public relations and

marketing are complementary. When
a mutual understanding between a
business and its publics is fostered
through PR, a marketers job is made
easier. The same is true for public
relations professionals when the
market fit for a product or service is
clearly understood by the marketing
team
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Marketing is fundamental to defining what

your offering is, your business model,
what markets to target and how, your
value proposition, your brand. You need
all of these things before you can even
begin PR. PR is an important part of
building awareness and communicating
value.

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MPR Communication Process

The

sender gives up control of

the message.
Organization

Message

Feedback 1
(media)

Feedback 2
(public)

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Connector

Revised
Message

Customer/Public

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Connectors
Media,

groups, or individuals who

act as a channel for a marketing
message resulting in media
mentions or the creation of wordof-mouth

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Reflection question
Discuss some of the stories that
you have read about on the Web,
on TV, and in magazines and
newspapers?