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PUBLIC RELATIONS & MARKETING
SCC 204WEEK 1
INTRODUCTION
 Public Relations (PR) comprises a set of practical skills and strategies
designed to enhance the reputation...
UNDERSTANDING THE BASICS
 PR describes the way issues and messages are communicated
between an organization and the publi...
BUILDING REPUTATION
 The true purpose of PR is to create a well deserved reputation.
 That may involve offering excellen...
ANTICIPATING EVENTS
 Effective PR is about anticipating tomorrow’s issues, rather than
apologizing to staff and the publi...
 Prove the worth of PR in supporting marketing activity.
 Ensure that the chief executive knows that good PR can build b...
RESPONSE TO NIKE TIGER WOODS AD
 According to Forbes.com, ‘Winning Takes Care Of Everything’ was the
tagline placed on an...
 ‘This is another case of Nike being Nike. The tagline will reinforce both
people who support Tiger or are put off by him...
POSITIVE OUTCOME POOR OUTCOME
‘I like that organization’ ‘That company always
hypes its achievements’
‘The staff are genui...
FITTING PR INTO THE MARKETING MIX
 Marketing involves developing the right product at the right price,
getting it to a pl...
SUPPORTING MARKETING OBJECTIVES WITH PR
MARKETING OBJECTIVE SUPPORTIVE PR ACTIVITY
To build stronger and more lasting
rela...
WORKING TOGETHER
 For maximum impact, PR and marketing activity should be co-
ordinated.
 When the marketing department ...
 Combined PR and marketing campaigns, can be worth more than the
sum of their individual parts.
KEY POINTS
 Be aware that an organization’s actions can have wide implications.
 Make certain that all PR claims can be ...
QUESTIONS
Week 1 PR & Marketing
Week 1 PR & Marketing
Week 1 PR & Marketing
Week 1 PR & Marketing
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Week 1 PR & Marketing

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This presentation introduces students to the world of Public Relations (PR) and the role 'marketing' plays in an organization. The idea is to highlight and organizations PR & Marketing departments should work closely.

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Week 1 PR & Marketing

  1. 1. PUBLIC RELATIONS & MARKETING SCC 204WEEK 1
  2. 2. INTRODUCTION  Public Relations (PR) comprises a set of practical skills and strategies designed to enhance the reputation of an organization, help strengthen its relationships with key audiences, and enable it to deal with crises from a position of strength.  PR is a powerful tool that can make a vital contribution to organizational success.  Learn to distinguish between effective PR and cheap publicity gimmicks in order to build a solid, respected reputation with your key audiences.
  3. 3. UNDERSTANDING THE BASICS  PR describes the way issues and messages are communicated between an organization and the public.  It is the discipline that looks after corporate reputation.  The aim of PR is to win understanding and support from, and to influence the opinions and behavior of, an organization’s key audiences.  This is achieved through a planned, sustained set of activities.
  4. 4. BUILDING REPUTATION  The true purpose of PR is to create a well deserved reputation.  That may involve offering excellent customer care, communicating effectively with your audiences, and showing social responsibility towards your workforce, the local community, and the environment.  Cheap publicity gimmicks designed to deceive the public, or glitzy activities aimed at diverting attention from poor organizational behavior give PR a bad name and have no place in effective PR campaign.
  5. 5. ANTICIPATING EVENTS  Effective PR is about anticipating tomorrow’s issues, rather than apologizing to staff and the public for poor decisions that have been made.  By harnessing PR skills you will not only be able to act to improve the reputation of your organization, but you will also be able to show your colleagues what PR can do to make their jobs easier.  Demonstrate how PR can help the human resources department improve employee communications.
  6. 6.  Prove the worth of PR in supporting marketing activity.  Ensure that the chief executive knows that good PR can build better investor relationships and thereby help the share price.
  7. 7. RESPONSE TO NIKE TIGER WOODS AD  According to Forbes.com, ‘Winning Takes Care Of Everything’ was the tagline placed on an image of Tiger the day after he won the Arnold Palmer Invitational and regained the #1 world golf ranking.  It immediately created a firestorm of social and traditional media blowback, given the obvious interpretations related to Woods’ off the course scandal and very messy break-up of his marriage.  ‘Tiger has always said he competes to win. When asked about his goals such as getting back to number one, he has said consistently winning is the way to get there. The statement references that sentiment and is a salute to his athletic performance.’ – Nike spokesman
  8. 8.  ‘This is another case of Nike being Nike. The tagline will reinforce both people who support Tiger or are put off by him. For some people, this will be seen as another case of an athlete who doesn’t understand how a big part of society views what he’s done.’ - Sports marketing consultant, David Carter.
  9. 9. POSITIVE OUTCOME POOR OUTCOME ‘I like that organization’ ‘That company always hypes its achievements’ ‘The staff are genuine and I trust them’ ‘This is just another cheap PR stunt’ ‘It deserves its good reputation’ ‘It uses glossy publicity to hide its shortcomings  The outcome of effective PR is a good, well-deserved image based on a genuine commitment to provide excellent service and to be a good, caring employer and a responsible organization.  Cheap publicity creates an image without substance.
  10. 10. FITTING PR INTO THE MARKETING MIX  Marketing involves developing the right product at the right price, getting it to a place where consumers can buy it, and promoting it so that they know about it.  These components are known as the marketing mix, or the four Ps: product, price, place, and promotion.  PR is often seen as the fifth P of the mix, standing for perception.  Consumers prefer to do business with organizations they hold in high regard, and effective PR builds positive perceptions, creating a fertile environment for successful marketing.
  11. 11. SUPPORTING MARKETING OBJECTIVES WITH PR MARKETING OBJECTIVE SUPPORTIVE PR ACTIVITY To build stronger and more lasting relationships with clients • Organize a corporate hospitality event • Produce a quarterly customer newsletter. To increase the public’s awareness of the organization • Secure positive media coverage • Organize an open day To promote a new range of products more widely • Secure editorial in trade and consumer press • Organize in-storage tastings or trial sessions
  12. 12. WORKING TOGETHER  For maximum impact, PR and marketing activity should be co- ordinated.  When the marketing department advertises new products and services, reinforce the campaign by attracting favorable editorial coverage.  Use your company Web site as a marketing tool as well as a PR vehicle.  Create an area for journalists with press releases, background information, and press photographs, for downloading.
  13. 13.  Combined PR and marketing campaigns, can be worth more than the sum of their individual parts.
  14. 14. KEY POINTS  Be aware that an organization’s actions can have wide implications.  Make certain that all PR claims can be substantiated.  Remind colleagues that they al have a PR role, regardless of their job title.  Know that averting bad publicity is as crucial as attracting good publicity.  Use both editorial and advertising to secure positive media coverage.  Plan a day away with colleagues to improve team dynamics.  Ask for a copy of your organization’s marketing strategy.
  15. 15. QUESTIONS

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