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Marketing Public Relations and Audience

Behavior

Lecture 1

Introduction to the concept of Marketing Public

Relations (MPR)

Developed and Presented by

Roy Ying, Msc., BSG, B.Comm., MHKIoD

Note: Pictures used in this powerpoint file

is for academic purpose only

Post Graduate Diploma in PR & Exhibitions Management

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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

Managing MPR Activities

�Managing a successful trade show

�Elements in organizing press conference

�Effective approaches in producing news articles re-print

�Class discussion of HKTDC fairs, Computer Expo Press Conference and Michelin Food Guide

2 June

6-9pm

Understanding audience behavior, information dissemination, public perception and persuasion

�Understanding consumer behavior

�Consumer research case study – Starbuck

�Emerging tools for customer engagement

2 June

2-5pm

Understanding MPR

�Brand management

�Harris Grid

�Push, Pull, Pass Strategy

�Class discussion of WPP’s Top 100 Brands

19 May

6-9pm

Introduction of MPR

�Class administration

�Differences and relevance between marketing and public relations

�Theories and objectives of MPR

19 May

2-5pm

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Course Schedule

Future Development for MPR

�Considerations in implementing MPR program

�Future trend in customer engagement – use of technology

�Core competencies for MPR professionals

Review session

30 June

6-9pm

Planning MPR program based on audiences’ preferences

�Steps in planning MPR

�Achieving MPR objectives

�Measuring MPR

�Class exercise in creating MPR program

30 June

2-5pm

How MPR Add Value

�Principles and case studies in building credibility, trust and long term relations

�MPR tools and tactics

�Class exercise on effectiveness of awards, guarantees, third party endorsement and

certifications

16 June

6-9pm

Communication with Target Audience

�Identification of target audience

�Selection of channels

�Shaping the correct message and medium

�Class discussion of traditional and emerging media

16 June

2-5pm

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Assignment

• Deadline: after your next course

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Teaching Outcome

• You will learn what companies have done in understanding their target customer’s behavior.

• Ways to manage MPR activities in achieving corporate communication objectives.

• Design responses, actions or activities to an issue or situation

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Class Discussion Grouping

• Get into groups of 4.

• Same grouping until end of course.

• They are your learning buddies.

• Each class there’s at least one case study discussion.

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MPR 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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What is MPR

• Is that what you think?

MarketingMarketing Public

Relations

Public

Relations

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Early MPR Activity

• Long before MPR theories existed

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How did it add value?

• The campaign, entitled Light's Golden Jubilee, began in May, with a massive publicity effort and ended on October 21 with the event of the year, President Hoover dedicating the Edison Institute of Technology in Dearborn, Michigan.

• The event was attended by such notables as President Hoover, Henry Ford, Orville Wright, John D. Rockefeller, Jr., and Madame Curie.

• Press representatives included members of the wire services, weekly newsreels, and photographers. Members of 15 of the most important newspapers in the country were invited as well as a number of outstanding journalists.

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Who was in charge?

• Edward Bernays – “Father of PR”

• Nephew of Sigmund Freud

• He invented the idea of press release.

• He was the first who advocated the use of “third-party authority”.

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What did he do?

• Six months before the dedication ceremony, stories about Edison and the history of the incandescent light were sent out to the managing editors of local and national newspapers.

• The letterhead included the names of such supporters as President Hoover and Henry Ford. Newspapers and magazines began to run their own stories on the event, and towns across America planned ceremonies in honor of Edison.

• After Bernays approached the postmaster general, a commemorative stamp for the anniversary was issued.

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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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Values

• Would this expo be allowed 20 years ago?

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Values

• 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 are the changes?

– 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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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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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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Which is PR, which is Marketing?

1

2

3

4

5

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These are MPR Activities

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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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What’s the “end game” for MPR?

CredibilityCredibility

TrustTrust

Long Term Relationship

Long Term Relationship

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3 Objectives 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 Objectives 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 Objectives of MPR

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

– Feedback (i.e., research, surveys)

– One-to-one interaction (i.e., personal selling)

– Customer service (i.e., CRM, shopper’s club)

– Differentiated products and services (i.e.,

price premium)

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Class Discussion Question

• These are called “article reprint”

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Michelin Food Guide

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Question

• Which principle(s) did the 第一肠粉 followin creating this MPR activity?

• How does it add value to MPR objectives?

• Please provide reasons.