Pr and marketing seminar eng

PPRR aanndd
MMAARRKKEETTIINNGG
Drs. Marc J. De Turck
Based on the Works of L. Ron Hubbard
© 2007 IDEAS. All Rights Reserved. Grateful acknowledgement is made to L. Ron Hubbard Library for permission to reproduce selections from the
copyrighted works of L. Ron Hubbard. HUBBARD, L. Ron Hubbard, are a trademarks owned by RTC and are used with its permission. I/A 09072601EU

PPuubblliicc RReellaattiioonnss
The interpretation of top management policy to the
different publics of the company.
To advise top management so that policy if lacking
can be set to make the company, its actions or
products known, accepted and understood by the
different publics .
To assist the company to exist in a favorable
operating climate so that it can expand, prosper
and be viable.
L. Ron Hubbard,, Management Series, PR Series 5, PR Definition

PPRR aanndd HHuummaann EEmmoottiioonnss
The primary barrier to production is human emotion
and reaction.
PR is the social technology of handling and
changing human emotion and reaction.
L.RonHubbard, Management Series, PR Series 10, The laws of PR

PPRR DDeeffiinniittiioonn
Good works well publicized..

PPRR vveerrssuuss MMAARRKKEETTIINNGG
Though you will hear people refer to them as if
they were interchangeable, the purposes and
tools of PR versus Marketing are very different.
In application, PR creates understanding and
acceptance of you and your company as a
leading name.
Marketing creates a demand for and sells your
products and services.”
From the book KEYS TO PRIVATE PRACTICE SUCCESS by Harvey Schmiedeke.

MMaarrkkeettiinngg
The conceiving and packaging and the moving of
a specific product into public hands.
It means to prepare and take to and place on the
market in such a way as to obtain maximum
potential and recompense.
L. Ron Hubbard, Management Series, “Marketing, Promotion
and Dissemination Defined”.
*

MMaarrkkeettiinngg
“Marketing includes all actions from before the
beginning of the production right on through to its
use by the customer and its word-of-mouth
promotion by the public.
Your first step is you’ve got to have a product to
market that will market. And you have to groom that
product up so you can market it.”
L. Ron Hubbard, Management Series, Marketing Series 8

MMaarrkkeettiinngg
The Marketing Bureau motto is CREATE WANT!
The PURPOSE of marketing is to CREATE WANT and
to SELL SOMETHING.
L. Ron Hubbard, Management Series, Marketing Series 3, Marketing Hat

MMaarrkkeettiinngg
To find out what people want or will accept or will
believe, one does SURVEYS.
L. Ron Hubbard, Management Series, Marketing Series 4, Surveys are the Keys to Stats

PPrroommoottiioonn
To make something well known and well
thought of. In our activities it means to send
something out that will cause people to
respond…
“Promotion is the art of offering what will be
responded to. It consists only of what to
offer and how to offer it that will be
responded to.”
L. R. Hubbard, Management Series, Marketing Series 2

PPuubblliiccss
One hears .The public,. A star says .My public.. You
look in the dictionary and you find: An organized or
general body of people.
There is no THE public but there are PUBLICS
WRONG PUBLIC sums up about 99 percent of the
errors in PR activities and adds up to the majority
reason for PR failures.
In PR a PR never says THE public.
There is the community public, meaning people in the
town, the teenage public, etc.
L.Ron Hubbard, Management Series, PR Series 3, Wrong Publics

OOppiinniioonn LLeeaaddeerrss
An opinion leader. is that being to whom others
look for interpretation of publicity or events. T
Through wisdom, proximity to data sources,
personality or other factors including popularity
itself, certain members of the group, company,
community or nation are looked to by others for
evaluation.
An Opinion leader is not necessarily a VIP
L.Ron Hubbard, Management Series, PR Series 6, Opinion Leaders

PPoossiittiioonniinngg
A position is where you put a product in
somebody’s life or mind and in relation to other
products.
L. Ron Hubbard, Modern Management Technology Defined, “Positioning”
*

PPoossiittiioonniinngg
Fast communication is most easily done by
comparisons…
So we get a law which is this:
“THE UNFAMILIAR IS RAPIDLY INTRODUCED
OR COMMUNICATED BY COMPARING IT TO
A FAMILIAR.”
L. Ron Hubbard, Management Series, Marketing Series 5, PR Series 30,
Positioning, Philosophic Theory”

BEFORE
AFTER

TThhee llaaww ooff lleeaaddeerrsshhiipp
“It’s better to be first than it is to be better.
The basic issue in marketing is creating a
category you can be first in. it’s the law of
leadership. It’s better to be first than it is to be
better.”

TThhee llaaww ooff tthhee ccaatteeggoorryy
If you can’t be first in a category, set up a
new category you can be first in.
The most successful computer company
of the seventies and eighties next to IBM
was Digital Equipment Corporation. IBM
was first in computers. DEC was first in
microcomputers.
Many other computer companies became
rich and famous by following a simple
principle: If you can’t be first in a
category, set up a new category you can
be first in.

NNuummbbeerr ttwwoo ssttrraatteeggyy
Most companies are in the No. 2,3,4 or even worse
category.
What then? simply stated, the first rule of positioning
is this:
You can’t compete, head-on against a company that
has a strong, established position. You can go
around, under or over, but never head-to-head.”

TThhee llaaww ooff tthhee mmiinndd
It’s better to be first in the mind than to be first in
the marketplace.
The law of mind follows from the law of
perception. If marketing is a battle of
perception, not product, then the mind takes
precedence over the marketplace.
For example, IBM wasn’t first in the marketplace
with the mainframe computer. But thanks to a
massive marketing effort, IBM got into the mind
and won the computer battle early.

TThhee llaaww ooff ppeerrcceeppttiioonn
Marketing is not a battle of products, it’s a battle
of perceptions.

TThhee llaaww ooff ffooccuuss
The most powerful concept in marketing is
owning a word in the prospect’s mind.
A company can become incredibly successful if it
can find a way to own a word in the mind of the
prospect. Not a complicated word. Not an
invented one. The simple are best, words taken
right out of the dictionary.

TThhee ccoommppoonneennttss ooff
uunnddeerrssttaannddiinngg
Communication
Reality Affinity
L. Ron Hubbard, Dianetics 55

RReeaalliittyy iinn PPRR
NEVER USE LIES IN PR

MMaannnneerrss aanndd PPRR
One can have excellent manners by just
observing:
a. Importance of people
b. Two-way comm cycle
c. Local rituals observed as proper conduct
L. Ron Hubbard, Management Series, PR Series 9, Manners

TThhee EEmmoottiioonnaall ttoonnee ssccaallee
4.0 Enthusiasm
3.3 Strong interest
3.0 Conservatism
2.5 Boredom
2.0 Antagonism
1.5 Anger
1.1 Covert Hostility
1.0 Fear
0.5 Grief
0.05 Apathy
L. Ron Hubbard, The emotional tone scale

SSuurrvveeyyss
Ethnic Surveys to publics
What is wonderful, Good, Bad, Awful, Valuable, Worthwhile,
Unacceptable , Not wanted, Hateful
Positioning Surveys to clients
How to determine N01 position, how the clients see you
Be Do Have Surveys to prospects
What to write, buttons, message, tone

HHooww ttoo ttaabbuullaattee aa ssuurrvveeyy
The final tabulation of a survey is very simple…
1. count all the surveys.
2. establish various categories of answers
for each question by listing answers
briefly as you go through the surveys.
3. Soon you will be able to merely mark a
slant by each category, the slant
meaning one more answer of a similar
nature.

HHooww ttoo ttaabbuullaattee aa ssuurrvveeyy
4. Soon you will be able to merely mark a slant by
each category of answer. Let’s say you had
1,500 answers of a similar nature to one
question and your total number of surveys is
2,500. this means 60 percent gave that similar
type of answer (1500/2500).
5. You then list each question and under that
question list the categories of answers and the
percentage from the highest to the lowest.
6. the only mistake you can make is not to realize
the similarity of answers and so have a great
diversity of categories. - LRH

SSuurrvveeyy bbuuttttoonnss vvss MMeessssaaggee
“The difference between survey buttons and the
message in a promo piece must be crystal
clear to those working in promotion and
marketing. The first thing to understand is that
they are NOT the same thing.
The message is the communication, the thought,
the significance you want to get across to an
audience or public.
A button is what is used to get the public’s
agreement to hear the message”.

BBuuttttoonn vvss.. MMeessssaaggee
COMPANY
PU
BLICS
1. Survey
2. Buttons
3. Message
4. Response

“Then in any promo piece, be it an ad, brochure, a
flier, a pamphlet, a poster, you follow the line of:
“1. Attract.” “2. Interest.”
“3. Get your message across.”

TThhee sseevveenn ppooiinnttss ooff aann aadd
1. What is it?
2. How valuable is it?
3. What does it do?
4. How easy is it to do it?
5. How costly is it?
6. How do you acquire it?
7. Where do you get it from?
L. Ron Hubbard, HCO PL 10 FEB 65, AD AND BOOK POLICIES

Handling bbllaacckk PPrrooppaaggaannddaa
Black propaganda:
“Is the term used to describe the technique employed to
destroy reputation or public belief in persons, companies or
nations.”
Law of omitted data:
“When there is no data available, people will invent it.”
LRH, Fundamentals of Public Relations
34

Handling bbllaacckk PPrrooppaaggaannddaa
1. Fill the vacuum of omitted data with factual data.
2. Prove all false utterances heard are lies.
3. Discredit every rumor encountered.
4. Handle the interest level with any utterance.
5. Carefully study out the scene until the exact source is located.
6. Use the knowledge of source to impede or destroy the source of
black propaganda by noncriminal means.
7. Continue to fill the vacuum of no data with good data using any
channels available.
L. Ron Hubbard, Management Series, PR Series 18, How to handle Black Propaganda
35

TThhee EEnneemmyy LLiinnee
Never forward an enemy campaign on your own or other
lines! Don’t deny rumors for that is what they want you
to do.
Have a better campaign than they have and forward it!
L. Ron Hubbard, Management Series, PR Series 26, The Enemy Line

PPrreessss
1. HARM (BLOOD, VIOLENCE, DAMAGE, DEATH,
SCANDAL)
2. SEX
3. MONEY
4. BIG NAMES
5. The story must be written to INVALIDATE something.
6. The story must contain a CONTROVERSY.
7. A story must contain TWO OPPOSING FORCES.

PPrreessss
Remain CAUSE do not defend
Get your own message across
Loudly investigate

PPRR aanndd PPuurrppoossee
THE FIRST STEP IN ANY PR CAMPAIGN IS TO
DING IN THE PURPOSE OF THE CAMPAIGN.
The words .ding in. are used advisedly. We do not
care if the targets from whom we are requesting
cooperation have any purpose at all.

3
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