comm6026 lecture 5 - marketing aspect of pr a new partnership
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Marketing Public Relations: Principles and Practice (2012/01)
Lecture 5The marketing perspective of public
relations: The new partnership
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 marketable?
• It’s not a product or a service that you can get people to buy.
• It’s an objective driven exercise based on a core message developed from your company’s Vision, Mission and Value (VMV).
• It is the core message that needs marketing.
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What’s VMV
• Vision – what your company is trying to achieve
• Mission – what your company is all about
• Value – what is important for your company
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Difference between Vision and Mission Statements
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Example of VMV – Coca Cola
• Vision – People: A great place to work.
– Portfolio: Bring to the world a portfolio of quality beverage brands.
– Partners: Be a reasonable citizen that makes a difference.
– Profit: maximize long-term return to shareholders.
– Productivity: Be a highly effective, lean and fast-moving organization.
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Example of VMV – Coca Cola
• Mission
– To refresh the world
– To inspire moments of optimism and happiness
– To create value and make a difference
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Example of VMV – Coca Cola
• Value– Leadership: The courage to shape a better
future
– Collaboration: Leverage collective genius
– Integrity: Be real
– Accountability: If it is to be, it’s up to me
– Passion: Committed in heart and mind
– Diversity: As inclusive as our brands
– Quality: What we do, we do well
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Core messages• They may evolve over time…like slogans
but all derived from the VMV
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PR and Marketing Partnership
How does it work?
• PR division develops the core message.
• The message will be communicated via relevant channels and stakeholders.
• Both PR and Marketing division must form a partnership to ensure congruence in every external activities.
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Class Discussion
• What can go wrong if PR and Marketing are not joined up?
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Remember this list?
• 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
– CSR
– Crisis and issue management
– Internal communications
– Stakeholder management
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Public affairs
• In Hong Kong, the policy address is key.
• Is Macau also?
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Examples – public affairsMinimum Wage CommissionMembership Composition
HKGCC Clean Air CharterSigned by Donald Tsang
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Example – Remember this?
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 EVENTINFLUENCE POLICY MEDIA
EXPOSURERESEARCH
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Public affairs
How marketing can help public affairs?
• In the issue of “office land supply shortage”, RICS submitted views to government, but there was a lot of marketing consideration:
– Production of research paper with assistance from marketing team’s industry contacts
– Direct Mailing to relevant stakeholders
– Organization and marketing of high-level events
– An opinion leadership status at that timing was required in promoting a new product
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Corporate Social Responsibility
• Remember! CSR is not about how you give away your money, but rather how you make money from the community.
• CSR Definition by European Commission– A concept whereby companies integrate
social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis.
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Stakeholders in CSR
• These are the target audienceyou need to bemarketing yourCSR messagesto…
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Remember the Pepsi Challenge?
• See how the 2011 has changed
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Remember Coca Cola’s Mission?
• Is this just philanthropy (or charity)?
• What is the key message of this CSR film?
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Class Discussion
• McDonald’s CSR Film
• Come up with 3 ideas you would propose to let the consumers know about the CSR work McDonald’s is engaged in?
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Benefits of CSR (if marketed properly)
• Recruit and motivate employees, build organizational loyalty & morale
• Risk management-early identification and prioritization of issues impacting your business and that of suppliers & customers
• Better relations with media and critics of business
• Increase competitiveness
– Attract new customers
– Lower operating costs
– Brand differentiation
– Discover new products or business lines
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Crisis Management
• A successful case study
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What happened?
• In 1982, one individual succeeded in lacing the drug with cyanide. Seven people died as a result, and a widespread panic ensued about how widespread the contamination might be.
• By the end of the episode, everyone knew that Tylenol was associated with the scare. The company's market value fell by $1bn as a result.
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What did J&J do?
• It acted quickly - ordering that Tylenol should be recalled from every outlet - not just those in the state where it had been tampered with. Not only that, but the company decided the product would not be re-established on the shelves until something had been done to provide better product protection.
• As a result, Johnson & Johnson developed the tamperproof packaging that would make it much more difficult for a similar incident to occur in future.
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Cost and Benefit
• The cost was high, but the company won praise for its quick and appropriate action. Having sidestepped the position others have found themselves in - of having been slow to act in the face of consumer concern - they achieved the status of consumer champion.
• Within five months of the disaster, the company had recovered 70% of its market share for the drug - and the fact this went on to improve over time showed that the company had succeeded in preserving the long term value of the brand.
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Crisis Management
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Mini CA 3
• If you are the marketing department of J&J’s Tylenol business division, how would you align your activities with the overall corporate crisis communications strategy?
• Your answer should be focused on the 4Ps.
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What’s not CSR?
• Is giving away money part of a Hutchison and Cheung Kong Holding’s CSR?
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Why not?
• Even if you take Bill Gates as an example, all his charity work is not part of Microsoft’s CSR activities.
• That’s because it’s personal contribution, and has nothing to do Microsoft being a responsible corporate citizen.
• The same goes for Li Ka ShingFoundation….do you know what activities the foundation supports?
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Do the activities relate to HWL?
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How about this?
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Conclusion on CSR
• Philanthropy can only be CSR if it is integrated into the core value of the company in relations to its stakeholders