1. DA010 - Professional Diploma in Public Relations - COMM6026EP
Marketing Public Relations: Principles
and Practice (2012/01)
Lecture 9
Research in MPR Planning and the
Way Ahead
Developed and Presented by
Roy Ying, Msc., B.Comm.
Note: Pictures used in this power point file
is for academic Purpose only 1
2. How PR mixes with Marketing
Let’s look at the following activities:
• (a) Corporate advertising
• (b) Salesforce and channel communications, trade
shows, packaging, direct marketing, sales promotions
• (c) Distribution, pricing, new-product development
• (d) PR - Investor relations; community relations;
employee communications; public affairs/government
relations; most media relations; crisis communications
and corporate identity; executive communications;
charitable contributions
• (e) Product publicity; brochures and other collateral
materials; parts of media relations, crisis
communications and corporate identity; sponsorship
• (f) Traditional mass-media advertising
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4. Role of PR in Marketing
• In the part of marketing communications, PR is
focused on marketing materials, especially
publicity in order to send a consistent message
to the different consumers.
• As brand and relationship building lies in PR,
marketing can only be successfully performed
when both functions are integrated.
• In MPR, the role of PR follows marketing
functions focusing on consumers’ perception on
the company’s products and services.
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5. Marketing Public Relations
Proactive MPR Reactive MPR
• Dictated by a • The conduct of
company’s marketing public relations in
objectives response to outside
influences
• Offensively oriented
and opportunity • Attempt to repair
seeking company’s
reputation, prevent
market erosion, and
regain lost sales
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6. Proactive MPR
Proactive MPR Widely used forms
of publicity in MPR
Product releases
Executive-statement
Feature articles
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7. Proactive MPR
Product releases • Announce new products
• Provide relevant
information, features and
Executive- benefit
statement • Audiovisual product
releases (video news
releases) gained wide
Feature articles usage
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8. Proactive MPR
Product releases • News releases quoting
CEOs and other
corporate executives
• May address a wide
Executive- variety of issues
statement • Published in the news
section
• Carry a significant
Feature articles degree of credibility
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9. Proactive MPR
Product releases
• Detailed descriptions of
products or other
newsworthy programs
Executive-
• Written by a PR firm for
statement immediate publications or
airing
• Inexpensive to prepare
Feature articles
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10. Reactive MPR
Negative publicity
cases
• Product tampering
cases -Tylenol and
Sudafed
• The Perrier case
• The Pepsi Hoax
• Rumors 10 10
11. 10 considerations for MPR
• MPR Planning and Management: The company has to
plan the following factors; who is the target consumer;
what are MPR strategies needed to be used; what are
MPR objectives, what is the procedure of MPR; and
what are the goals. Without planning and management,
it can bring complications and failure to the company.
• Media Relations: Can provide more convenience and
comfort to the business in terms of the organization’s
publicizing. Success and failure of the organization
partly depends on media relations. Thus, many
companies arrange media activities such as media
visits and media parties.
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12. 8 considerations for MPR
1. Producing Publicity: The main vital role of MPR
is to release PR news to the media. The public
obtains more knowledge and shows a more
optimistic attitude towards the organization. In
the same time, it can prevent rumours, in case
of a crisis that threatens the organization.
2. Corporate Communications: The company
needs to consider how to manage and
communicate to internal and external people.
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13. 8 considerations for MPR
3. Producing Publications: There are two kinds of
publications: internal and external. The internal
ensures unified message across organization.
The external tries to engage the target audience
to subscribe to your story.
4. Lobbying: Is relevant to the community and
media relations for the purpose of creating
goodwill and easy negotiation in the future.
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14. 8 considerations for MPR
5. Crisis Management: In an emergency case, an
incredible crisis, for example, a plane crash or
an underground collision. To control such a
radical issue, a crisis communications plan is
required.
6. Research and Analysis: Is the process of
finding facts and analyzing data in order to
plan MPR activities in achieving credible
objectives.
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15. 8 considerations for MPR
7. Marketing Public Relations Audience:
Knowledge and realization toward the target
consumer. However, an opinion leader can
facilitate more convenience and comfort.
8. Implementing MPR activities: MPR consists of
many activities, thus, in order to achieve the
expected goals, the company has to create
synergized MPR activities, and to develop talent
in managing these activities in achieving both
MPR and corporate objectives.
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16. MPR Communication Process
• No longer a one-way traffic. The sender gives
up control of the message.
Organization Message Media
Feedback 1 (media)
Revised
Message
Feedback 2 (public)
Customer/Public
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18. The internet is the change agent
Then and now
2000 2010
46% of adults use internet 79% of adults use internet
<5% with broadband at home 66% have broadband at home
<22% watch video online >55% watch video online
53% own a cell phone 82% own a cell phone
0% connect wirelessly 59% connect wirelessly
<10% use “cloud” >two-thirds use “cloud”
0% = tech social networkers 48% = tech social networkers
THEN: slow, stationary connections NOW: faster, mobile connections built
built around my computer around outside servers and storage
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June 25, 2010 18
19. Media 45% of adults own DVRs –
ecology – now (information
age)
up from 3% in 2002
Product Route to home Display
55% of adults own laptops –
Local storage
up cable 30% in 2006 TiVo (PVR)
from
VCR
42% of adults own game consoles
TV stations DSL TV
Satellite radio player
Info 3% of adults own tablet computer - iPad
wireless/phone radio
DVD
4% of adults own e-book readers - Kindle
“Daily me” broadcast TV PC
Web-based storage
content 46% of adults own MP3 players /MP3
books iPod –
server/ TiVo (PVR) from 11% in Sanford C. Bernstein & Co
up from Tom Wolzien, 2005
Adapted
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August 3, 2010 19
Cable Nets broadcast radio stereo
21. What’s important in 2012?
– Digital first strategy
• More expansive, but less expensive.
– De-centralizaton of social media
• No longer want to control a core message
– I get by with a little help from my friends*
• Find the crowd to tell their stories related to us.
– Brand news world**
• The brands become thought leader which is
considered credible in the industry.
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22. What are the key messages?
– Going online, offline and back online again***
• Connecting digital and physical world.
– Come out and play****
• Engage your audience (or maybe even media) to
play games on mobile.
– Life on the go…mobile*****
• Convenience, relevant context, and fun.
– Augmented reality******
– Content is king, but it’s people’s kingdom******
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30. In close, may I leave you with…..
• 10 Tips as PR practitioners
• Your personal professional image is just
as important as your employer’s.
• These are not text book theories, but what
I feel are important for you.
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31. 1. Plan your media activities wisely
• Select just one product or service you want to launch or
an activity at anyone time.
• If you do have several announcements, set your timing
based on the following categories of story that fit with the
way most media outlets approach their editorial planning:
– Event announcements
– New products or services
– New business wins
– New partners
– New appointments
– Contests, giveaways
– Customer case studies
– Research results
– Human interest (opinion,
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personal stories)
32. 2. Know your company, and your
internal policies well
• It’s PR 101.
• When you start any new PR job, you should be a
position to produce or influence the following:
– Corporate profile (broiler plate)
– Top management profile (bio)
– User friendly website(s)
– Annual report (even if you are not a listed firm)
– Media engagement protocol
– Corporate branding policies
– Budget allocations
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33. 3. Align PR objectives with the
company’s business objectives
• List and clarify the objectives or benefits you hope to
gain from your media campaign. By writing these down
you are also beginning to formulate your MPR activity.
Objectives could include:
– Increased sales
– Brand building - local, national, international
– Raising profile of your company CEO or other individual as an
expert
– Attracting investment or pre-float publicity
– Attracting members or support to your cause
• Or else, you could be spending resources yet not sure
whether you are delivering a good job.
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34. 4. Identify Your Target Customer
Markets
• Before you decide what MPR activities to conduct or
even select the media you want to approach, you need
to understand your end customers.
• Who are your customers or the influencers you hope to
reach with your publicity and promotional activities?
These could be direct customers, business partners,
business associations, government agencies, politicians,
board members, etc.
– How old are they?
– Where are they located?
– What do they for a living?
– What do they do in their spare time - hobbies, entertainment?
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35. 5. Know How to Pitch Stories and
Increase Press Coverage
• Build and maintain a media list
• Know your editors
• Put their deadlines on your diary
• Position yourself as credible source of
information
• Create regular networking opportunities
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36. 5. Know How to Pitch Stories and
Increase Press Coverage
• Develop "champions" - high-profile individuals
benefiting from your product or service.
• Monitor the press for opportunities to respond to
reported issues that allow you to talk about your
own business.
• Monitor speaker opportunities and other
editorial/seminar opportunities - then send a
press release about them!
• Follow up your press release by phoning
journalists directly - this is by far the best way to
ensure placement.
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37. 6. Integrate your social media
presence with your employers’
• Be strategic - ask yourself where your target audience is,
and what you want them to know about you.
• A personal blog is almost a must. It could simply be a
number of micro-blogs, but make sure the content you
prepare is compatible on facebook, twitter, weibo and
google +.
• Social media is where you could groom yourself as a
virtual spokesperson by interacting with online traffic.
• Be prepared to spend time because once you start, there
is no way to remove yourself out of it.
• An official social media protocol must be developed for
staff at all levels to comply, including the board members.
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38. 7. Learn how to manage MPR activities
And do the following based on your level of resources:
• Start some social media pages: blogs, Facebook, Weibo
• Enter awards
• Fairs, field days and exhibitions pertinent to your industry
• Advertorials - whereby you pay the advertising
department for the space for your editorial-style stories
• Noticeboards – physical and virtual….anywhere your
customers hang-out
• Public speaking opportunities in front of your target
customers or influencers
• Networking – your own or participate in someone else’s
• Sponsorships – get in front of your target customers
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39. 8. Train yourself to be PR savvy
• You are the PR consultant to your bosses and
major stakeholders. They look to you for
professional advices. It’s important that you at
least appear to be:
– Expert public speaker
– Media interviewer
– Event manager
– Communicator
– Conversant in all public affairs related to the company
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40. 9. Be in the circle
• The world of PR is changing, so please
keep yourself up to date.
• The best way is to keep in touch by:
– Going to school;
– Joining a professional institution;
– Getting connected on LinkedIn’s PR groups;
– Reading a book, or
– At least watching some youtube video on
PR…
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41. 10. Learn upward management
• It is not easy, but remember, you are the PR expert, not
them.
• As long as there is a mutual trust and they know that you
are helping them deliver corporate objectives, it is
possible to influence their decisions.
• Your best strategy is to try to align your MPR objectives
perfectly with corporate business objectives so you boss
has a vested interest in your success.
• On a tactical level, you may offer training to your bosses
so that they understand the constraints in the media and
PR landscape.
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42. GOOD LUCK
Remember what Steve Jobs said:
“Stay Hungry!”
I hope you all can stay hungry for more…
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