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Lecture 7 planning mpr

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  • 1. Post Graduate Diploma in PR & Exhibitions Management Marketing Public Relations and Audience Lecture 7 Planning MPRDeveloped and Presented byRoy Ying, Msc., BSG, B.Comm., MHKIoDNote: Pictures used in this power point fileis for academic Purpose only 1
  • 2. Table of Contents• Steps in planning MPR 1. Conduct brand survey 2. Set SMART goals 3. Evaluate MPR inventory 4. Implementation of MPR activities• Measuring MPR 2
  • 3. Step 1: Brand Survey• Conduct a brand survey – What your customers are saying – What’s important to them – What perception people have on your brand – What they like and dislike – What key messages you need to address – What are their behavior – How do they think of you vs. your competitors 3
  • 4. Brand Survey• Example: Reader’s Digest Trusted Brand 4
  • 5. Methodology• You need a professional partner. RD picked Synovate. It’s one of the biggest research firms in the world with 5,900 staff in 64 countries.• This is for credibility.• People tend to trust professionals. 5
  • 6. Methodology• Identify your target market 6
  • 7. Methodology• Scope: 7
  • 8. Methodology• Structure of questionnaire – It’s about find out what’s important for your customers. 8
  • 9. Methodology• Ways to reach target audience 9
  • 10. Results - Insights 10
  • 11. Results - Behavior 11
  • 12. Results - Comparison 12
  • 13. Results – Priority Agenda 13
  • 14. Results – Working Across Region 14
  • 15. Results – Punch Line• This is the selling point 15
  • 16. Step 2: SMART Goals• Identify SMART goals in the following MPR objectives: – Credibility – Trust – Long term relationship• Brand survey tells you where you are. Now you have to think of what’s most important to your firm and set goals, preferably quantitatively 16
  • 17. SMART - CredibilityWhich of the following factors do you needto improve? 1. Source credibility 2. Corporate credibility 3. Third party credibilityWhere do you want to be in the future? 17
  • 18. SMART - Credibility1. Source credibility: Trustworthiness – Which source is more credible? – Even if you are comfortable with your position, what do you need to do to maintain? 18
  • 19. SMART - Credibility1. Source credibility: Expertise – Which source is more credible? – Is there a need for them to improve? 19
  • 20. SMART - Credibility2. Corporate credibility: Celebrity Endorsement on advertising – Is the current celebrity bringing you the level of credibility you want? 20
  • 21. SMART - Credibility2. Corporate credibility: Corporate endorser on marketing campaign – Are these clients you are proud of? 21
  • 22. SMART - Credibility3. Third-party credibility: Sponsorship, Awards and Surveys…Which ones do you want? 22
  • 23. SMART - Credibility• Objectives should be based on the factors affecting brand credibility• For example: – Apple Daily: to be viewed as reliable a news source as South China Morning Post – CL: to be the leading financial institution with the expertise in predicting stock market – SAP: to service clientele who are among the Fortune 500 companies – MO: to be the preferred choice of hotel among the rich and famous 23
  • 24. SMART - TrustWhich of the following factors affectingbrand trust do you need to improve?1. Reputation2. Competence3. PredictabilityWhere do you want to be in the future? 24
  • 25. SMART - Trust2. Competence• A competent brand is one that has the ability to crack a customer’s problem and to meet the need (Butler and Cantrell, 1984; Butler, 1991).• In MPR, the activities are: – Use of well-judged opinion leader or expert figure. – Association of brand with authoritative programs or schemes 25
  • 26. SMART - Trust1. Reputation• Consumers assess a brand’s reputation from past experience of third party’s trustworthiness, integrity, and honesty.• What do you think of ATV’s reputation? 26
  • 27. SMART - Trust1. Reputation: Trustworthiness• Can you be trusted?• For these 2 cases, what is your perception? 27
  • 28. SMART - Trust1. Reputation: Trustworthiness• How you handle crisis will shape people’s perception on your trustworthiness.• For these 2 cases, what is your perception? 28
  • 29. SMART - Trust1. Reputation: Integrity• Are you willing to do go the extra mile to do the right thing? Or are you just looking for financial gains? 29
  • 30. SMART - Trust1. Reputation: Honesty• Are you telling your customers everything?• Full disclosure is key to honesty. 30
  • 31. SMART - Trust2. Competence: Can you name the brands? – Do you think these spokespersons help improve the brand’s level of competence? 31
  • 32. SMART - Trust2. Competence: What impression do you have on companies carrying logos of these programs? Do you want them? 32
  • 33. SMART - Trust3. Predictability: Do you trust brand with longer history? – Although MPR tools cannot create history, the objective is to draw comparison with competitors 33
  • 34. SMART - Trust3. Predictability: Do you trust brand with performance pledge? What benefit will they bring? 34
  • 35. SMART - Trust• Objectives should be based on the factors affecting brand trust• For example: – Sausantong: to create word-of-mouth by turning every client into their spokespersons – HKU Canteen: to receive honour as a recommended outlet by Michelin Food Guide – Citibank: to project the image of a very reliable bank with a long history – IKEA: to be viewed as a quality product retailer 35
  • 36. SMART – Long Term RelationshipWhich of the following factors affecting thelong term relationship between you and yourclients that you need to improve?1. Competitor activities2. Responsiveness to client’s needs3. Level of customer engagementWhere do you want to be in the future? 36
  • 37. SMART – Long Term Relationship1. Competitor – How do you want your clients to react when your competitors are offering discounts? 37
  • 38. SMART – Long Term Relationship2. Responsiveness – What level of customer service do you want to offer? • Face to face? • Online chat? • Call centre • Performance pledge? 38
  • 39. SMART – Long Term Relationship3. Customer Engagement – How much of a voice do you want your customers in shaping your brand? 39
  • 40. SMART – Long Term Relationship• Or engage people who don’t come to your store, but rather online… 40
  • 41. SMART – Long Term Relationship• Objectives should be based on the factors affecting long term relationship• These are strategic direction that drives your organization’s relationship with customers. 41
  • 42. Step 3: MPR Inventory• Before thinking of new initiatives, compile an inventory of your company’s existing public relations activities. – Evaluate how well they are contributing to your MPR objectives – Identify areas for improvement – Propose offerings to fill the gaps 42
  • 43. MPR InventoryWhich tools are you already using? Are theyeffective? What do you need to improve?• Advertorials • Surveys and researches• Contests • Seminars and forums• Special events • CSR initiatives• Public service tie-ins • Certifications• Trade shows and • Grooming of spokesperson exhibitions • Social media• Festivals & parades • Customer engagement• Sponsorships• Press conferences, media tours & receptions 43
  • 44. Example 44
  • 45. Example: Colliers• What more can they do? She is an analyst for Colliers 45
  • 46. Step 4: Implementation• Implementation planning – Identify resources based on scale of MPR activities proposed – Each proposed MPR activity should include resources such as: • Financial • Top management support • Manpower talent • Spokespersons • Working partners • Time line 46
  • 47. Example: Tennis Classic 47
  • 48. Financial• Profit / Loss Statement – This will determine whether the MPR activity is financially viable• Cash Flow Statement – This will help you identify the financial risks in implementing the MPR activity 48
  • 49. Profit / Loss Statement 49
  • 50. Cash Flow - Revenue 50
  • 51. Cash Flow - Expenditure 51
  • 52. Top Management Support 52
  • 53. Manpower Talent• Do you have internal resources to put this activity together? Can you outsource? 53
  • 54. Spokespersons• Everyone has to show up and speak! 54
  • 55. Working Partners• Identify Stakeholders• Solicit Sponsorship• Develop Supplier List• Manage Request For Proposals (RFP) 55
  • 56. Time Line 56
  • 57. Gantt Chart 57
  • 58. MPR Evaluation• Examples are: 58