comm6026 lecture 4 - pr as a compliment to marketing

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Marketing Public Relations: Principles and Practice (2012/01)

Lecture 4Public Relations as a compliment to

Marketing

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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Is PR part of marketing?

• Let’s look at the kind of services a typical PR agency would offer:– Media relations

– Brand management

– SEO and social media engagement

– Trade fairs and special events

– Public affairs and community engagement

– Internal communications

– Crisis and issue management

– Stakeholder management

– CSR

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Is PR part of marketing?

• Services offered by marketing agencies:

– Design and production of marketing collaterals

– Database management

– Direct marketing strategy

– Advertising and media planning (above the line,

below the line and online media)

– Sales and promotional events

– E-commerce promotion and social media strategy

– Clients and channel development

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Class Discussion

• There are overlapping of services between marketing and PR agencies.

• In your view, what is the division of labourbetween PR & marketing on the following:

– Social Media

– Events

– Media and publicity

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Media Relations

How does it add value to marketing?

• The objective of media relations is to:

– Position the organization as the credible

source of information in the industry

– Maintain cutting edge knowledge of media’s

(in particular the editor’s) news appetite

– Collect market intelligence on competitors and

industry development

– Groom spokespersons as authoritative figures

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Media Relations

• Why do these articles made it to the newspapers?

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Media Relations

• Do you think SJM’s image was better with Dr. Ho?

• Now that he is semi-retired, do you think its image has become weaker?

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Brand Management


• The objective for brand management is to:

– Communicate the company’s core value

– Stand out from competition

– Deliver brand promise

– Position the company in the right segment

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Brand and Branding

• Brand - A name, term, sign, symbol or design, or

a combination of them, intended to identify the

goods or services of one seller or group of

sellers and to differentiate them from those of

competitors.

• Branding - Providing goods and services with

the power of the brand.

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What’s in a brand?

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Is what way does it help marketing?

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In what ways does brand help?

• Improved perceptions of product performance

• Greater loyalty

• Less vulnerability to competitive marketing actions

• Less vulnerability to crises

• Larger margins

• More inelastic consumer response

• Greater trade cooperation

• Increased marketing communications effectiveness

• Possible licensing opportunities

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Brand Management

• Is Apple a good brand? Why would you want to pay more for an Apple product?

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• Is Disneyland a good brand?

• Do you know what’s an imagineer?

• Will this spark your interest to visit?

Brand Management

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10 Quality of World Class Brand

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10 Quality of World Class Brand

• 1. Well-known – without awareness, nothing else counts; a brand can’t be in people’s purchase consideration sets unless they are aware of the brand;

• 2. Relevant – the brand must be perceived to be relevant to people’s hopes, needs and desires;

• 3. Differentiated – to stand out among competitive alternatives, the brand must be unique in ways that matter to customers;

• 4. Customer-Centric – only when the brand knows its customers and their needs well, can it deliver exceptional purchase and usage experiences;

• 5. Trustworthy – this implies being honest and authentic, consistent and predictable, reliable and dependable, and always delivering on its promises;

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10 Quality of World Class Brand• 6. Innovative – given today’s hyper-competitive

environment, brands must anticipate customer needs and surprise and delight their customers with a constant stream of relevant innovations;

• 7. Likeable – brands should share values with their customers, possess admirable qualities, and be likeable and easy to work with;

• 8. Accessible – to convert brand preference into brand purchase, brands must be easy to be found and purchased; they must be accessible and convenient;

• 9. Popular – strong brands are perceived to be very popular, much sought after and possessing positive momentum; strong brands receive significant “buzz”;

• 10. Valuable – its value must be perceived to be good, excellent or superior over its competitors.

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Class Discussion

1. List down at least 5 things that come to your mind when you see these 2 brands?

2. Which brand is worth more? Why?

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Search Engine Optimization (SEO)


• The objective of SEO is to:

– “BE FOUND”

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Tips on SEO

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In what way it helps marketing?

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What do you need to do?

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Social media

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Class Discussion

• Considering the advantages of SEO and Social media, what do you think these tools CANNOT do for you?

• List down 5 limitations.

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Trade fairs & special events

• Remember this?

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Trade fairs & special events


• The 5 objective of trade fair is to:

– Generate new leads

– Showcase new products or services

– Renew existing customer relationship

– Collect market intelligence

– Image promotion

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HKTDC Exhibition Video

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7 steps in an effective trade fair

Step 1: Securing a booth

• Most good exhibitions have long waiting list. It’s not easy to get a booth.

• HKTDC has a point system based on:– Application history

– Quality of products and designs

– Awards

– Production quality assurance certifications

– Branding effort (i.e., not just OEM)

– Relationship with HKTDC

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Step 2: Know what you want to sell and produce the marketing collaterals (i.e., a flyer, a brochure or a CD)

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Step 3: Develop a sales presentation and look for opportunities to reach clients

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Step 4: Pre-event marketing

• Database sourcing for direct marketing

• Onsite promotional platform bookings

• Advertising planning

• Pre-arranged sales meetings

• Staff recruitment and training

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Step 5: Pre-event PR

• Publicity event planning for media

– Awards competition

– Fashion show or parade

– Seminar

– Book signing

– Special occassion ceremony

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How to be invited to receive such

free publicity opportunities?

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Step 6: Booth design

• Find out how you want to interact with your clients and what you want to be selling

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Booth Design

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Step 7: Follow up with leads

• Follow up meetings

• Issue standard corporate or product templates

• Put leads on CRM or at least on regular e-news update

• Implement customer loyalty program

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Mini CA 2

• Suppose you are hiring a MPR manager in managing your exhibition booth at MIF, please draft a job description based on the 7 steps in achieving the 5 objectives.

comm6026 lecture 4 - pr as a compliment to marketing

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