DA010 - Professional Diploma in Public Relations - COMM6026EPMarketing Public Relations: Principles and           Practice...
Is PR part of marketing?• Let’s look at the kind of services a typical PR  agency would offer:   –   Media relations   –  ...
Is PR part of marketing?• Services offered by marketing agencies:  – Design and production of marketing collaterals  – Dat...
Class Discussion• There are overlapping of services between  marketing and PR agencies.• In your view, what is the divisio...
Media RelationsHow does it add value to marketing?• The objective of media relations is to:  – Position the organization a...
Media Relations• Why do these articles made it to the  newspapers?                                         6
Media Relations• Do you think SJM’s image was better with Dr.  Ho?• Now that he is semi-retired, do you think its  image h...
Brand ManagementHow does it add value to marketing?• The objective for brand management is to:  – Communicate the company’...
Brand and Branding• Brand - A name, term, sign, symbol or design, or  a combination of them, intended to identify the  goo...
What’s in a brand?                     10
Is what way does it help marketing?                                  11
In what ways does brand help? • Improved             • Larger margins   perceptions of       • More inelastic   product   ...
Brand Management• Is Apple a good brand? Why would you  want to pay more for an Apple product?                            ...
Brand Management• Is Disneyland a good brand?• Do you know what’s an imagineer?• Will this spark your interest to visit?  ...
10 Quality of World Class Brand                              15
10 Quality of World Class Brand• 1. Well-known – without awareness, nothing else counts;  a brand can’t be in people’s pur...
10 Quality of World Class Brand• 6. Innovative – given today’s hyper-competitive  environment, brands must anticipate cust...
Class Discussion1. List down at least 5 things that come to   your mind when you see these 2 brands?2. Which brand is wort...
Search Engine Optimization (SEO)How does it add value to marketing?• The objective of SEO is to:  – “BE FOUND”            ...
Tips on SEO              20
In what way it helps marketing?                              21
What do you need to do?                          22
Social media               23
Class Discussion• Considering the advantages of SEO and  Social media, what do you think these  tools CANNOT do for you?• ...
Trade fairs & special events• Remember this?                                 25
Trade fairs & special eventsHow does it add value to marketing?• The 5 objective of trade fair is to:  – Generate new lead...
HKTDC Exhibition Video                         27
7 steps in an effective trade fairStep 1: Securing a booth• Most good exhibitions have long waiting list. It’s  not easy t...
7 steps in an effective trade fairStep 2: Know what you want to sell and  produce the marketing collaterals (i.e., a  flye...
7 steps in an effective trade fairStep 3: Develop a sales presentation and  look for opportunities to reach clients       ...
7 steps in an effective trade fairStep 4: Pre-event marketing• Database sourcing for direct marketing• Onsite promotional ...
7 steps in an effective trade fairStep 5: Pre-event PR• Publicity event planning for media  – Awards competition  – Fashio...
33
How to be invited to receive such  free publicity opportunities?                                    34
7 steps in an effective trade fairStep 6: Booth design• Find out how you want to interact with your  clients and what you ...
Booth Design               36
7 steps in an effective trade fairStep 7: Follow up with leads• Follow up meetings• Issue standard corporate or product  t...
Mini CA 2• Suppose you are hiring a MPR manager in  managing your exhibition booth at MIF,  please draft a job description...
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COMM6026 Lecture 4 - pr as a compliment to marketing

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COMM6026 Lecture 4 - pr as a compliment to marketing

  1. 1. DA010 - Professional Diploma in Public Relations - COMM6026EPMarketing Public Relations: Principles and Practice (2012/01) Lecture 4 Public Relations as a compliment to MarketingDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only 1
  2. 2. Is PR part of marketing?• Let’s look at the kind of services a typical PR agency would offer: – Media relations – Brand management – SEO and social media engagement – Trade fairs and special events – Public affairs and community engagement – Internal communications – Crisis and issue management – Stakeholder management – CSR 2
  3. 3. Is PR part of marketing?• Services offered by marketing agencies: – Design and production of marketing collaterals – Database management – Direct marketing strategy – Advertising and media planning (above the line, below the line and online media) – Sales and promotional events – E-commerce promotion and social media strategy – Clients and channel development 3
  4. 4. Class Discussion• There are overlapping of services between marketing and PR agencies.• In your view, what is the division of labour between PR & marketing on the following: – Social Media – Events – Media and publicity 4
  5. 5. Media RelationsHow does it add value to marketing?• The objective of media relations is to: – Position the organization as the credible source of information in the industry – Maintain cutting edge knowledge of media’s (in particular the editor’s) news appetite – Collect market intelligence on competitors and industry development – Groom spokespersons as authoritative figures 5
  6. 6. Media Relations• Why do these articles made it to the newspapers? 6
  7. 7. Media Relations• Do you think SJM’s image was better with Dr. Ho?• Now that he is semi-retired, do you think its image has become weaker? 7
  8. 8. Brand ManagementHow does it add value to marketing?• The objective for brand management is to: – Communicate the company’s core value – Stand out from competition – Deliver brand promise – Position the company in the right segment 8
  9. 9. Brand and Branding• Brand - A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.• Branding - Providing goods and services with the power of the brand. 9
  10. 10. What’s in a brand? 10
  11. 11. Is what way does it help marketing? 11
  12. 12. In what ways does brand help? • Improved • Larger margins perceptions of • More inelastic product consumer response performance • Greater trade • Greater loyalty cooperation • Less vulnerability • Increased marketing to competitive communications marketing actions effectiveness • Less vulnerability • Possible licensing to crises opportunities 12
  13. 13. Brand Management• Is Apple a good brand? Why would you want to pay more for an Apple product? 13
  14. 14. Brand Management• Is Disneyland a good brand?• Do you know what’s an imagineer?• Will this spark your interest to visit? 14
  15. 15. 10 Quality of World Class Brand 15
  16. 16. 10 Quality of World Class Brand• 1. Well-known – without awareness, nothing else counts; a brand can’t be in people’s purchase consideration sets unless they are aware of the brand;• 2. Relevant – the brand must be perceived to be relevant to people’s hopes, needs and desires;• 3. Differentiated – to stand out among competitive alternatives, the brand must be unique in ways that matter to customers;• 4. Customer-Centric – only when the brand knows its customers and their needs well, can it deliver exceptional purchase and usage experiences;• 5. Trustworthy – this implies being honest and authentic, consistent and predictable, reliable and dependable, and always delivering on its promises; 16
  17. 17. 10 Quality of World Class Brand• 6. Innovative – given today’s hyper-competitive environment, brands must anticipate customer needs and surprise and delight their customers with a constant stream of relevant innovations;• 7. Likeable – brands should share values with their customers, possess admirable qualities, and be likeable and easy to work with;• 8. Accessible – to convert brand preference into brand purchase, brands must be easy to be found and purchased; they must be accessible and convenient;• 9. Popular – strong brands are perceived to be very popular, much sought after and possessing positive momentum; strong brands receive significant “buzz”;• 10. Valuable – its value must be perceived to be good, excellent or superior over its competitors. 17
  18. 18. Class Discussion1. List down at least 5 things that come to your mind when you see these 2 brands?2. Which brand is worth more? Why? 18
  19. 19. Search Engine Optimization (SEO)How does it add value to marketing?• The objective of SEO is to: – “BE FOUND” 19
  20. 20. Tips on SEO 20
  21. 21. In what way it helps marketing? 21
  22. 22. What do you need to do? 22
  23. 23. Social media 23
  24. 24. Class Discussion• Considering the advantages of SEO and Social media, what do you think these tools CANNOT do for you?• List down 5 limitations. 24
  25. 25. Trade fairs & special events• Remember this? 25
  26. 26. Trade fairs & special eventsHow does it add value to marketing?• The 5 objective of trade fair is to: – Generate new leads – Showcase new products or services – Renew existing customer relationship – Collect market intelligence – Image promotion 26
  27. 27. HKTDC Exhibition Video 27
  28. 28. 7 steps in an effective trade fairStep 1: Securing a booth• Most good exhibitions have long waiting list. It’s not easy to get a booth.• HKTDC has a point system based on: – Application history – Quality of products and designs – Awards – Production quality assurance certifications – Branding effort (i.e., not just OEM) – Relationship with HKTDC 28
  29. 29. 7 steps in an effective trade fairStep 2: Know what you want to sell and produce the marketing collaterals (i.e., a flyer, a brochure or a CD) 29
  30. 30. 7 steps in an effective trade fairStep 3: Develop a sales presentation and look for opportunities to reach clients 30
  31. 31. 7 steps in an effective trade fairStep 4: Pre-event marketing• Database sourcing for direct marketing• Onsite promotional platform bookings• Advertising planning• Pre-arranged sales meetings• Staff recruitment and training 31
  32. 32. 7 steps in an effective trade fairStep 5: Pre-event PR• Publicity event planning for media – Awards competition – Fashion show or parade – Seminar – Book signing – Special occassion ceremony 32
  33. 33. 33
  34. 34. How to be invited to receive such free publicity opportunities? 34
  35. 35. 7 steps in an effective trade fairStep 6: Booth design• Find out how you want to interact with your clients and what you want to be selling 35
  36. 36. Booth Design 36
  37. 37. 7 steps in an effective trade fairStep 7: Follow up with leads• Follow up meetings• Issue standard corporate or product templates• Put leads on CRM or at least on regular e- news update• Implement customer loyalty program 37
  38. 38. Mini CA 2• Suppose you are hiring a MPR manager in managing your exhibition booth at MIF, please draft a job description based on the 7 steps in achieving the 5 objectives. 38

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