COMM6026 Lecture 5 - marketing aspect of pr a new partnership


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COMM6026 Lecture 5 - marketing aspect of pr a new partnership

  1. 1. DA010 - Professional Diploma in Public Relations - COMM6026EPMarketing Public Relations: Principles and Practice (2012/01) Lecture 5 The marketing perspective of public relations: The new partnershipDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only 1
  2. 2. Is PR marketable?• It’s not a product or a service that you can get people to buy.• It’s an objective driven exercise based on a core message developed from your company’s Vision, Mission and Value (VMV).• It is the core message that needs marketing. 2
  3. 3. What’s VMV• Vision – what your company is trying to achieve• Mission – what your company is all about• Value – what is important for your company 3
  4. 4. Difference between Vision and Mission Statements 4
  5. 5. Example of VMV – Coca Cola• Vision – People: A great place to work. – Portfolio: Bring to the world a portfolio of quality beverage brands. – Partners: Be a reasonable citizen that makes a difference. – Profit: maximize long-term return to shareholders. – Productivity: Be a highly effective, lean and fast-moving organization. 5
  6. 6. Example of VMV – Coca Cola• Mission – To refresh the world – To inspire moments of optimism and happiness – To create value and make a difference 6
  7. 7. Example of VMV – Coca Cola• Value – Leadership: The courage to shape a better future – Collaboration: Leverage collective genius – Integrity: Be real – Accountability: If it is to be, it’s up to me – Passion: Committed in heart and mind – Diversity: As inclusive as our brands – Quality: What we do, we do well 7
  8. 8. Core messages• They may evolve over time…like slogans but all derived from the VMV 8
  9. 9. PR and Marketing PartnershipHow does it work?• PR division develops the core message.• The message will be communicated via relevant channels and stakeholders.• Both PR and Marketing division must form a partnership to ensure congruence in every external activities. 9
  10. 10. Class Discussion• What can go wrong if PR and Marketing are not joined up? 10
  11. 11. Remember this list?• 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 – CSR – Crisis and issue management – Internal communications – Stakeholder management 11
  12. 12. Public affairs• In Hong Kong, the policy address is key.• Is Macau also? 12
  13. 13. Examples – public affairs Minimum Wage Commission Membership Composition HKGCC Clean Air Charter Signed by Donald Tsang 13
  14. 14. Example – Remember this? Q: What about Q: What about office sector? office sector? A: IIwant your A: want your views. Tell us! views. Tell us!JOINT CHAMBER EVENT INFLUENCE POLICY MEDIA RESEARCH EXPOSURE 14
  15. 15. Public affairsHow marketing can help public affairs?• In the issue of “office land supply shortage”, RICS submitted views to government, but there was a lot of marketing consideration: – Production of research paper with assistance from marketing team’s industry contacts – Direct Mailing to relevant stakeholders – Organization and marketing of high-level events – An opinion leadership status at that timing was required in promoting a new product 15
  16. 16. Corporate Social Responsibility• Remember! CSR is not about how you give away your money, but rather how you make money from the community.• CSR Definition by European Commission – A concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis. 16
  17. 17. Stakeholders in CSR• These are the target audience you need to be marketing your CSR messages to… 17
  18. 18. Remember the Pepsi Challenge?• See how the 2011 has changed 18
  19. 19. Remember Coca Cola’s Mission?• Is this just philanthropy (or charity)?• What is the key message of this CSR film? 19
  20. 20. Class Discussion• McDonald’s CSR Film• Come up with 3 ideas you would propose to let the consumers know about the CSR work McDonald’s is engaged in? 20
  21. 21. Benefits of CSR (if marketed properly)• Recruit and motivate employees, build organizational loyalty & morale• Risk management-early identification and prioritization of issues impacting your business and that of suppliers & customers• Better relations with media and critics of business• Increase competitiveness – Attract new customers – Lower operating costs – Brand differentiation – Discover new products or business lines 21
  22. 22. Crisis Management• A successful case study 22
  23. 23. What happened?• In 1982, one individual succeeded in lacing the drug with cyanide. Seven people died as a result, and a widespread panic ensued about how widespread the contamination might be.• By the end of the episode, everyone knew that Tylenol was associated with the scare. The companys market value fell by $1bn as a result. 23
  24. 24. What did J&J do?• It acted quickly - ordering that Tylenol should be recalled from every outlet - not just those in the state where it had been tampered with. Not only that, but the company decided the product would not be re-established on the shelves until something had been done to provide better product protection.• As a result, Johnson & Johnson developed the tamperproof packaging that would make it much more difficult for a similar incident to occur in future. 24
  25. 25. Cost and Benefit• The cost was high, but the company won praise for its quick and appropriate action. Having sidestepped the position others have found themselves in - of having been slow to act in the face of consumer concern - they achieved the status of consumer champion.• Within five months of the disaster, the company had recovered 70% of its market share for the drug - and the fact this went on to improve over time showed that the company had succeeded in preserving the long term value of the brand. 25
  26. 26. Crisis Management 26
  27. 27. Mini CA 3• If you are the marketing department of J&J’s Tylenol business division, how would you align your activities with the overall corporate crisis communications strategy?• Your answer should be focused on the 4Ps. 27
  28. 28. What’s not CSR?• Is giving away money part of a Hutchison and Cheung Kong Holding’s CSR? 28
  29. 29. Why not?• Even if you take Bill Gates as an example, all his charity work is not part of Microsoft’s CSR activities.• That’s because it’s personal contribution, and has nothing to do Microsoft being a responsible corporate citizen.• The same goes for Li Ka Shing Foundation….do you know what activities the foundation supports? 29
  30. 30. Do the activities relate to HWL? 30
  31. 31. How about this? 31
  32. 32. Conclusion on CSR• Philanthropy can only be CSR if it is integrated into the core value of the company in relations to its stakeholders 32