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PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
PR's Role In Integrated Marketing
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PR's Role In Integrated Marketing

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Public Relations can play a key role in an integrated marketing program. Within the travel industry sector its value is unmatched. Learn how to maximize PR in your overall integrated marketing …

Public Relations can play a key role in an integrated marketing program. Within the travel industry sector its value is unmatched. Learn how to maximize PR in your overall integrated marketing strategy.

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  • 1. Leveraging PR’s Role in the Marketing Mix April 25, 2007
  • 2. Marketing Mix vs. Integrated Marketing
    • Traditionally, a simple pie chart
    • Today, more and more overlap
    Advertising Direct mail E-Mail Marketing/Web PR Events/Trade Shows Target Consumer PR Events/Trade Shows E-Mail Marketing/Web Direct Mail/Coupons Advertising
  • 3. 2002 Book: The Fall of Advertising & The Rise of PR – Al & Laura Reis
    • Advertising is Visual. PR is Verbal.
    • Advertising is Incredible. PR is Credible.
    • Advertising Needs Volume and Frequency. PR Needs Impact.
    • Advertising is Self-Directed. PR is Other-Directed.
    • Advertising buys a way in. PR messages find a way in.
  • 4. According to Reis
    • Imagine a scene where the sun and the wind are both trying to get a man to remove his coat.
    • Advertising is like the wind. It tries and tries to blow the coat off, but the man just holds on tighter and keeps his head down.
    • PR is like the sun. It asks itself, “Hmmm….why do people wear jackets anyway?” Then shines brightly with all its might to warm the man until he decides to remove his coat.
  • 5. About Public Relations
    • Public Relations
      • The management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends. – Cutlip, Center and Broom
    • PR can shape opinion, inspire action and change minds.
    • PR vs. Media Relations. Not just pitching stories. PR is the art of actively managing relationships and perception.
  • 6. What it means to be “PR-Led”
    • In our case, larger percentage of fees allocated to PR activities vs. Advertising
    • PR and Advertising each execute niche campaigns
    • In some models, PR team determines all key niches, areas of focus – Ads follow suit
    • Media reach/placement considered a key measure of success in the overall marketing program
    • In a few cases, PR focus defines product development
  • 7. When PR Works
    • Product/subject is truly unique
    • Destination/attraction is new
    • There is a story to tell
    • More than meets the eye
    • Enthusiasts already exist
    • PR-driven marketing successes:
      • Starbucks
      • Amazon.com
      • Botox
      • Red Bull
      • Google
      • Harry Potter
      • Prozac
  • 8. When it is more challenging
    • Commodity, price-driven decision
    • Culture resists storytelling
      • No spokesperson
    • No belief in the power, value of PR
    • Unwillingness to accept potential criticism in editorial - viewed as “wrong” rather than authentic
  • 9. Why PR Works for Travel
    • Travel is an endorsement-based business. Decisions are based on recommendations, reviews.
    • Segmentation ability is high
    • Credibility is high
    • Cost effectiveness
    • Resource is time, not money
    • Places = stories
      • History of a place
      • Innkeepers, chefs, owners
      • Events provide constant news
      • Grand openings
      • New features
      • Trends
  • 10.
    • PR is nimble – tactics can change on a dime
    • Travel is one of the heaviest advertising categories
      • Airlines
      • Hotels
      • Car rental companies
      • Attractions
      • Services and booking engines
      • Countries
      • Cities
      • States
      • Counties
      • Districts
    • Online is the #1 Source for Travel Information. PR can find a way in.
    Why PR Works for Travel
  • 11. Age of Consumer-Driven Media
    • YouTube
    • AllRecipes.com
    • TripAdvisor.com
      • Consumer reviews/ratings
      • Links to nearby attractions
      • Links to other reviews (Fodor’s) and published articles
  • 12.
    • Largest online travel community in the world
    • More than 5 million unbiased reviews and opinions
    • Real advice from travelers about more than 250,000 hotels, vacations, resorts, inns, travel packages, vacation packages, travel guides and attractions
    • More than 20 million unique monthly visitors worldwide
    • Winner of dozens of awards, including PC Magazine's Top 100 Web Sites and Forbes Best of the Web
    • Nominated for a 2007 Webby Award (the Internet "Oscars") for Best Travel Website
    • There's not a lot you can do about negative reviews but you CAN encourage all your visitors to submit positive review
    TripAdvisor.com
  • 13. TripAdvisor.com
  • 14. Power of editorial endorsement
    • “ All I know is just what I read in the papers” – Will Rogers
    • Sources of travel information:
      • Online #1
      • Word of mouth #2
    • People want “personal experience/insight.” Media reviews are the next best thing.
  • 15. Uncorked: Wine Blog with Mark Fisher, Dayton Daily News
  • 16. Leveraging PR: Getting Started
    • Identify the strengths of your site/region
    • Pinpoint your sources of business
    • Characterize your target consumer
    • Know your target media
    • Think about your story and the experience you provide
    • Deliberate, creative thinking almost always sets the stage for a successful PR campaign/program.
  • 17. Kissing the Blarney Stone - Ireland Stories of Luck
  • 18. Groundhog Day in Punxsutawney, PA Stories of Tradition
  • 19. Legend of a Monster: Loch Ness, Scotland Stories of Legend
  • 20. Twinsday Festival, Twinsburg, OH Stories of Whimsy
  • 21. Return of the Buzzards in Hinckley, Ohio Stories of the Weird
  • 22. Wizarding in Wilmington, Ohio Stories of Magic
  • 23. A Christmas Story House Cleveland, Ohio Power of Creative Thinking:
  • 24.
      • Harry Potter Power
      • New Theme Park (Fla.)
      • Worldwide “Magical Tours”
      • Wizarding in Wilmington
      • Wegerzyn Gardens’ Camps (Dayton) $600
    Power of Creative Thinking:
  • 25. Marketing Mix: Getting it Right
    • Factors to weigh
      • Overall budget – can you outspend your competition on ads? If not, you’ll need to leverage dollars and earn exposure among your targets.
    • Really think about your site
      • Is it unique?
      • Do you have amazing stories?
      • Can you relate to a current trend or event?
      • Would articles and editorial placements tell your story better than traditional ads?
      • What are your sources of business?
  • 26.
    • Define the relationships that matter to you, and build partnership strategies into your planning.
      • CVBs
      • ODTT
      • Consumers
      • Media
      • Partners (Lodging, Dining, Transportation)
    • Learn to love “fuzzy” – good programs blur the lines.
    • Use research, creativity, insight to choose key focus areas. Commit to niches based on product strength.
    Marketing Mix: Getting it Right
  • 27. Discover Ohio in Bloom
  • 28. Discover Black History in Ohio
  • 29. Maintain a Robust Media Relations Program
    • Focus on things that:
      • Deliver information
      • Build acclaim/reputation
      • Connect in a unique way
    • Media list – Highly focused, based on sources of business, areas of interest/strength
    • Embrace a departure from PR 101 – go exploring
    • Press kit(s)/media packages
    • News release calendar
    • PRNewswire, Businesswire
    • Editorial calendar roadmap
  • 30.
    • Online press room
    • Story Ideas
    • Images and B-Roll – Critical tools in storytelling
    • Use Media lead services
      • ProfNet (PRNewswire)
      • Media Leads
      • Media Kitty
      • Travel Publicity Leads
      • TIA
      • SATW
    Maintain a Robust Media Relations Program
  • 31. Model Program: Biltmore Estate – N.C.
    • Fabulous press room
    • Image library
    • Stories galore
    • Well-written news releases
    • Fun facts
    • In-depth Pod cast series
    • Virtual tour
    • Stunning photography
    • Helpful itineraries
    • Packages and specials
  • 32. Understand the Tools of the Trade
    • Bacon’s (now Cision)
      • Contact/profiles
      • Edcals
      • Clipping services
      • Real-time monitoring
    • Findarticles.com
    • Google Alerts
    • Factiva
    • PRNewswire, Businesswire
  • 33. Build the Case for PR through Results
    • Clip counting vs. content analysis
    • PR Trak
      • Clips vs. share of discussion
    • Media audit/survey
    • Monthly/quarterly media summaries
    • Know the approximate value of earned placements
    • Best: “Where did you hear about us?”
      • Front desk
      • Online
      • Phone
  • 34. Big Payoff
  • 35. Beyond Media Relations: Leveraging PR
    • Collect stories – they are tremendously valuable assets
      • Famous visitors
      • Quotes/testimonials
      • Articles written
    • Learn the art of storytelling
    • Always talk to strangers
    • Ask people where they heard about you
    • Encourage delighted guests to post reviews on your favorite sites
    • Compete for awards, rankings
    • Always be building your arsenal
    • Be passionate, but don’t oversell (Metro Pizza)
    • If you control spending, INVEST in PR
    • If you don’t, CHAMPION PR
  • 36. PR’s Next Frontier…
    • Tackling online
    • Print will not go away, but segmentation will increase
    • Consumer-generated media will continue to grow
    • Think small, not big
    • More innovative use of YouTube
    • Pod mania – better-quality pod casts
  • 37. What’s Your Story?

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