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Marketing Public Relations: Principles and

Practice (2012/01)

Lecture 1

Introduction to the concept of Marketing Public

Relations (MPR)

Developed and Presented by

Roy Ying, Msc., B.Comm.

Note: Pictures used in this power point file

is for academic Purpose only

DA010 - Professional Diploma in Public Relations - COMM6026EP

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About me…

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Your Turn

• It’s time for me to get to know you

• What’s your name?

• What’s your job?

• Have you managed PR activity before?

• If yes, what are they?

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Course Schedule

3 hrThe marketing perspective of public relations: The new partnership Lecture 5

19 Feb

0930-1230

3 hrPublic Relations as a complement to marketing Lecture 4

18 Feb

1400-1700

3 hrConsumer psychology Lecture 3

5 Feb

1330-1630

3 hrMarketing principles Lecture 2

5 Feb

0930-1230

30 min

2.5 hr

Class introduction & administration

Introduction to the concept of Marketing Public Relations (MPR)

Lecture 1

4 Feb

1400-1700

HoursCourse OutlineSession /

Date

5

Course Schedule

2 hrExam17 Mar

1400-1600

2 hr

1 hr

Project Presentation

Review Class

Lecture 10

4 Mar

1330-1630

3 hrResearch in MPR Planning: The Way AheadLecture 9

4 Mar

0930-1230

3 hrPlanning MPR Lecture 8

4 Mar

1600-1900

3 hrHow MPR adds values Lecture 7

3 Mar

1300-1600

3 hrThe importance of public relations and the marketing mix Lecture 6

19 Feb

1330-1630

HoursCourse OutlineSession /

Date

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What is MPR

• Is that what you think?

MarketingMarketing Public

Relations

Public

Relations

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Definition

• Thomas L. Harris (1993) – MPR is the process of planning, executing and evaluating programs that encourage purchase and consumer satisfaction through credible communication of information and impressions that identify companies and their products with the needs, wants, concerns and interests of consumers.

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Marketing & Communications

• McDaniel (1979)

– Marketing’s responsibilities and functions

have changed due to changes in values,

resources, technology and government.

– Managers are encouraged to change their

strategies in order to meet their organization’s

changing goals.

What does it mean for

marketers?

What does it mean for

marketers?

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Value

• Would this expo be allowed 20 years ago?

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Value

• In addition to the 4Ps, what other considerations marketers need to deal with?

– Government regulations

– Consumer’s social-economics

– Hong Kong vs. Macao

– Core messages in publicity

Are these

traditional marketing?

Are these

traditional marketing?

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Resources

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Resources

• What’s different today vs. 20 years ago?– Did the term ‘ultra-net worth” exist then?

– What kind of products or services you see common now but not available then?

– Where was wealth concentrated then?

– Which city would this expo be held then?• Venue, customers,

staff talent, supplier,expertise, market size, trade barriers etc..

Marketers now

need to perform new functions…

Marketers now

need to perform new functions…

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Technology

• How did smart phone / 3G / Web 2.0 technology change our lives?

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Technology

• Compared to 5 years ago, what has changed?

– Media consumption behavior

– Virtual brand identity

– Market intelligence

– Globalization

– Online spending

Are these PR

issues or marketing

issues?

Are these PR

issues or marketing

issues?

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Government

• Compared to 20 years ago, how much more democratic our government has become?

• Do companies now have more or less influence on government policies and public issues?

• Is it easier or harder to become an opinion leader or a policy commentator now?

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Government

Q: What about

office sector?A: I want your

views. Tell us!

Q: What about

office sector?A: I want your

views. Tell us!

JOINT CHAMBER EVENT

INFLUENCE POLICY MEDIA

EXPOSURERESEARCH

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7 stages of marketing discipline

• 1st stage – selling

• 2nd stage – selling, advertising

• 3rd stage – selling, advertising, marketing research

• 4th stage – the marketing department developing with the marketing mix instruments

• 5th stage – market-oriented company emerging

• 6th stage – cause-related and relationship marketing

• 7th stage – online/web 2.0 marketing

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What is PR?

• The PRSA 1982 National Assembly formally adopted a definition of public relations, which remains widely accepted and used today:

• “Public relations helps an organization

and its publics adapt mutually to each

other.”

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What is PR?

• The management function involves:

– Anticipating, analyzing and interpreting public opinion,

attitudes and issues relevant to the organization;

– Counseling management with regard to policy

decisions, courses of action and communication on public issues and CSR;

– Researching, conducting and evaluating marketing, financial, fund raising, employee, community or

government relations and other programs;

– Planning and implementing the organization’s efforts to influence or change public policy.

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What is PR?

• Steps in a typicalPRProcess

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PR vs. Marketing

1. PR does its functions to support marketing programs.

2. Advertisings convey the brand to the customers, and then PR secures it in customer’s minds.

3. Ads send messages about the products as quick as they can while PR slowly but surely delivers.

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Where MPR fits in?

• Marketing communications belong to “Promotion” of the marketing mix.

• MPR activities include both marketing and PR techniques and tactics.

• It is a two-way interaction between the company and its stakeholders (customers and community involvement),

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MPR vs. Corporate PR

• They are quite different!

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What does MPR produce?

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Article Reprint – how does it work?

• First of all, you ought to have an article to start with……Have you seen these?

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3 Benefits of MPR

1) Allow for more credibility in the selling of goods or services

– Responsible corporate citizen

– Media endorsement

– Credible source of information

– Socially responsible

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3 Benefits of MPR

2) Can instill more trust in the brand

– Creating familiarity with the company and its

brands

– Making the company more accessible

– Making the organization more visible

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3 Benefits of MPR

3) Assist in establishing long term relationship with its stakeholders and customers in selling its goods or services

– Feedback

– One-to-one interaction

– Customer service

– Differentiated products and services

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Group Assignment I (1/5)

• Get into groups of 4.

• Same grouping until end of course.

• 5 mini-CA @ 20 marks each.

• Each group member’s score is the same (unless they are absent).

• These mini CAs will add up to 25% of final grade.

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Mini-CA 1

Interview with Michelin Inspector

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Mini CA 1 - Requirements

• Suppose Michelin Culinary Guide did not exist for Hong Kong-Macao.

• What would you do in marketing your brand name using MPR principles?

• Each group will present towards the end of class.

• Assessment criteria– 25% on application of MPR concept(s)

– 25% on feasibility

– 25% on creativity

– 25% on presentation skills