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How Can Companies Exploit 
The Potential Of Public 
Relations And Publicity? 
Kotler, Chapter 17 
Prof. Sameer Mathur, Ph....
Sameer Mathur 
BuddingMarkets.com 
IIM, Lucknow, Marketing Professor 2013 – 
Marketing Professor 2009 – 2013 
Ph.D. and M....
Agenda 
3 
• What are public relations? 
• How can companies exploit the potential 
of public relations and publicity? 
Ma...
Public Relations 
4 
The professional 
maintenance of a 
favorable public 
image by a company. 
Prof. Sameer Mathur & Prof...
How Can Companies Exploit The Potential 
Of Public Relations And Publicity? 
5 
A wise company takes 
concrete steps to 
m...
Steps: 
6 
• Press relations 
• Product publicity 
• Corporate communications 
• Lobbying 
• Counseling 
Prof. Sameer Math...
Press Relations 
7 
Presenting news and 
information in the 
most positive light. e.g 
company website, 
facebook page etc...
Product Publicity 
8 
Sponsoring efforts to publicize specific 
products. 
Prof. Sameer Mathur & Prof. Prem P. Dewani, www...
Corporate Communications 
9 
Intel Inside branding is more 
than a campaign, it’s a 
mission that allowed Intel to 
build ...
Lobbying 
10 
Dealing with 
legislators or 
government officials 
to promote or defeat 
legislation and 
regulation 
Marke...
Counselling 
11 
Advising management 
to adopt positive 
programs and 
eliminate questionable 
practices, so negative 
pub...
Marketing Public Relations (Publicity) 
The task of securing editorial spaces rather 
than paid space to “hype” a product ...
Exploiting MPR 
13 
Defending products that have 
encountered public problems. 
e.g. Toyota in 2010. 
Toyota recalled 4.3 ...
Toyota 
14 
• PR must be adept. 
• The response from the Toyota’s PR was very 
slow and many Americans started to believe ...
Exploiting MPR 
15 
Building the corporate 
image in a way that 
reflects favorably on 
its products. 
e.g Apple 
Marketin...
Apple 
16 
Steve Jobs’ heavily anticipated 
Macworld keynote speeches 
(popularly known as “one more 
thing”) helped Apple...
Image Credits 
17 
• http://3.bp.blogspot.com/-QpENpQlcSXo/UkBnQLD_vTI/AAAAAAAAB6E/EhwGiGF7HZY/s1600/toyota.jpg 
• http://...
Sameer Mathur 
BuddingMarkets.com 
IIM, Lucknow, Marketing Professor 2013 – 
Marketing Professor 2009 – 2013 
Ph.D. and M....
Over 1 Million views 
from more than 100 countries 
Top 1% most viewed 
Prof. Sameer Mathur Over 250 presentations on 
Mar...
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(Kotler, Chap. 17-4) How Can Companies Exploit The Potential Of Public Relations And Publicity?

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(Kotler, Chap. 17-4) How Can Companies Exploit The Potential Of Public Relations And Publicity?

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Transcript of "(Kotler, Chap. 17-4) How Can Companies Exploit The Potential Of Public Relations And Publicity?"

  1. 1. How Can Companies Exploit The Potential Of Public Relations And Publicity? Kotler, Chapter 17 Prof. Sameer Mathur, Ph.D. Prof. Prem P. Dewani, Ph.D.
  2. 2. Sameer Mathur BuddingMarkets.com IIM, Lucknow, Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 BTech, Indian Institute of Technology, Roorkee 1995 – 1999 2 Prem Prakash Dewani IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013
  3. 3. Agenda 3 • What are public relations? • How can companies exploit the potential of public relations and publicity? Marketing Management | Kotler and Keller
  4. 4. Public Relations 4 The professional maintenance of a favorable public image by a company. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  5. 5. How Can Companies Exploit The Potential Of Public Relations And Publicity? 5 A wise company takes concrete steps to manage successful relationships with it’s key public to build goodwill. Marketing Management | Kotler and Keller
  6. 6. Steps: 6 • Press relations • Product publicity • Corporate communications • Lobbying • Counseling Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  7. 7. Press Relations 7 Presenting news and information in the most positive light. e.g company website, facebook page etc. Marketing Management | Kotler and Keller
  8. 8. Product Publicity 8 Sponsoring efforts to publicize specific products. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  9. 9. Corporate Communications 9 Intel Inside branding is more than a campaign, it’s a mission that allowed Intel to build a consumer demand for its chips, requiring every PC manufacturer to incorporate them. Source: http://www.knowledgevision.com/why-knowledge-vision/knowledgevision-applications/corporate-communications
  10. 10. Lobbying 10 Dealing with legislators or government officials to promote or defeat legislation and regulation Marketing Management | Kotler and Keller
  11. 11. Counselling 11 Advising management to adopt positive programs and eliminate questionable practices, so negative publicity does not arise in the first place. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  12. 12. Marketing Public Relations (Publicity) The task of securing editorial spaces rather than paid space to “hype” a product or service. 12 Marketing Management | Kotler and Keller
  13. 13. Exploiting MPR 13 Defending products that have encountered public problems. e.g. Toyota in 2010. Toyota recalled 4.3 million vehicles due to unintentional acceleration issues. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  14. 14. Toyota 14 • PR must be adept. • The response from the Toyota’s PR was very slow and many Americans started to believe that company had something to hide. However, Toyota had been taking necessary steps. • A strategized response stating that necessary steps are been taken would have avoided customers’ loss of faith in company. Source: https://my.vanderbilt.edu/ashleynichols/files/2011/10/Toyota-Case-Study.pdf
  15. 15. Exploiting MPR 15 Building the corporate image in a way that reflects favorably on its products. e.g Apple Marketing Management | Kotler and Keller
  16. 16. Apple 16 Steve Jobs’ heavily anticipated Macworld keynote speeches (popularly known as “one more thing”) helped Apple to create an innovative image. He gave more than 30 “one more thing” speeches in various parts of world. Source: http://www.applegazette.com/feature/every-one-more-thing-from-steve-jobs-keynotes/
  17. 17. Image Credits 17 • http://3.bp.blogspot.com/-QpENpQlcSXo/UkBnQLD_vTI/AAAAAAAAB6E/EhwGiGF7HZY/s1600/toyota.jpg • http://www.davidicke.com/wordpress/wp-content/ uploads/legacy_images/stories/August20122/adidas_exploitation_projection_700.jpg • http://everydaypr.net/wp-content/uploads/2011/11/PR-Strategy1.jpg • http://www.marketavenueltd.co.uk/wp-content/uploads/2012/04/market-avenue-press-relations.jpg • http://www.ycic.com/english/images/customer-relationship-management-euroCaribbean.jpg • http://realitypod.com/wp-content/uploads/2011/10/79003906.jpg • http://management4volunteers.files.wordpress.com/2014/02/1338475641.jpg • http://www.ssireview.org/articles/entry/lobbying_for_good • http://www.ohioconstitution.org/wp-content/uploads/2011/06/lobbyists.jpg • http://img2.wikia.nocookie.net/__cb20130414145248/logopedia/images/8/80/180px-Intel_Inside_2011-Present.png Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  18. 18. Sameer Mathur BuddingMarkets.com IIM, Lucknow, Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 BTech, Indian Institute of Technology, Roorkee 1995 – 1999 18 Prem Prakash Dewani IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013
  19. 19. Over 1 Million views from more than 100 countries Top 1% most viewed Prof. Sameer Mathur Over 250 presentations on Marketing www.BuddingMarkets.com

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