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    Lecture 1   introduction to mpr Lecture 1 introduction to mpr Presentation Transcript

    • Post Graduate Diploma in PR & Exhibitions Management Marketing Public Relations and Audience Behavior Lecture 1 Introduction to the concept of Marketing Public Relations (MPR)Developed and Presented byRoy Ying, Msc., BSG, B.Comm., MHKIoDNote: Pictures used in this powerpoint fileis for academic purpose only 1
    • About me… 2
    • 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? 3
    • Course Schedule19 May Introduction of MPR2-5pm Class administration Differences and relevance between marketing and public relations Theories and objectives of MPR19 May Understanding MPR6-9pm Brand management Harris Grid Push, Pull, Pass Strategy Class discussion of WPP’s Top 100 Brands2 June Understanding audience behavior, information dissemination, public perception and persuasion2-5pm Understanding consumer behavior Consumer research case study – Starbuck Emerging tools for customer engagement2 June Managing MPR Activities6-9pm 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 4
    • Course Schedule16 June Communication with Target Audience2-5pm Identification of target audience Selection of channels Shaping the correct message and medium Class discussion of traditional and emerging media16 June How MPR Add Value6-9pm 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 certifications30 June Planning MPR program based on audiences’ preferences2-5pm Steps in planning MPR Achieving MPR objectives Measuring MPR Class exercise in creating MPR program30 June Future Development for MPR6-9pm Considerations in implementing MPR program Future trend in customer engagement – use of technology Core competencies for MPR professionals Review session 5
    • Assignment• Deadline: after your next course 6
    • 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 7
    • 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. 8
    • 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. 9
    • What is MPR• Is that what you think? Marketing Marketing Public Public Relations Relations 10
    • Early MPR Activity• Long before MPR theories existed 11
    • How did it add value?• The campaign, entitled Lights 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. 12
    • 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”. 13
    • 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. 14
    • 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 What does it mean for it mean for marketers? marketers? 15
    • Values• Would this expo be allowed 20 years ago? 16
    • Values• In addition to the 4Ps, what other considerations marketers need to deal with? – Government regulations – Consumer’s social-economics – Hong Kong vs. Macao Are these Are these traditional traditional – Core messages in publicity marketing? marketing? 17
    • Resources 18
    • 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, Marketers now Marketers now expertise, market size, need to perform need to perform trade barriers etc.. new functions… new functions… 19
    • Technology• How did smart phone / 3G / Web 2.0 technology change our lives? 20
    • Technology• Compared to 5 years ago, what are the changes? – Media consumption behavior – Virtual brand identity – Market intelligence Are these PR Are these PR – Globalization issues or issues or – Online spending marketing marketing issues? issues? 21
    • 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? 22
    • 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.” 23
    • 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. 24
    • PR vs. Marketing1. 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. 25
    • Which is PR, which is Marketing? 31 52 4 26
    • These are MPR Activities 27
    • 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), 28
    • What’s the “end game” for MPR? Long Term Long Term Relationship Relationship Trust Trust Credibility Credibility 29
    • 3 Objectives of MPR1) Allow for more credibility in the selling of goods or services – Responsible corporate citizen – Media endorsement – Credible source of information – Socially responsible 30
    • 3 Objectives of MPR2) 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 31
    • 3 Objectives of MPR3) 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) 32
    • Class Discussion Question• These are called “article reprint” 33
    • Michelin Food Guide 34
    • Question• Which principle(s) did the 第一肠粉 follow in creating this MPR activity?• How does it add value to MPR objectives?• Please provide reasons. 35