COMM6026 Lecture 9 - research in mpr


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COMM6026 Lecture 9 - research in mpr

  1. 1. DA010 - Professional Diploma in Public Relations - COMM6026EPMarketing Public Relations: Principles and Practice (2012/01) Lecture 9 Research in MPR Planning and the Way AheadDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only 1
  2. 2. How PR mixes with MarketingLet’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 2
  3. 3. Objective is to bring “d” closer 3
  4. 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. 4
  5. 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 5
  6. 6. Proactive MPRProactive MPR Widely used forms of publicity in MPR Product releases Executive-statement Feature articles 6
  7. 7. Proactive MPRProduct releases • Announce new products • Provide relevant information, features and Executive- benefit statement • Audiovisual product releases (video news releases) gained wideFeature articles usage 7
  8. 8. Proactive MPRProduct 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 significantFeature articles degree of credibility 8
  9. 9. Proactive MPRProduct releases • Detailed descriptions of products or other newsworthy programs Executive- • Written by a PR firm for statement immediate publications or airing • Inexpensive to prepareFeature articles 9
  10. 10. Reactive MPR Negative publicity cases • Product tampering cases -Tylenol and Sudafed • The Perrier case • The Pepsi Hoax • Rumors 10 10
  11. 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. 11
  12. 12. 8 considerations for MPR1. 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. 12
  13. 13. 8 considerations for MPR3. 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. 13
  14. 14. 8 considerations for MPR5. 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. 14
  15. 15. 8 considerations for MPR7. 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. 15
  16. 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 16
  17. 17. The way forward Future 17
  18. 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 networkersTHEN: slow, stationary connections NOW: faster, mobile connections built built around my computer around outside servers and storage 18 June 25, 2010 18
  19. 19. Media 45% of adults own DVRs – ecology – now (information age) up from 3% in 2002Product 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 consolesTV stations DSL TV Satellite radio playerInfo 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 19 August 3, 2010 19Cable Nets broadcast radio stereo
  20. 20. The way forward…. 20
  21. 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. 21
  22. 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****** 22
  23. 23. * Getting help from friends 23
  24. 24. **Be the thought leader 24
  25. 25. ***Get online / offline / online 25
  26. 26. ****Let thhem play 26
  27. 27. *****Mobile 27
  28. 28. ******Augmented reality 28
  29. 29. It’s about people (not you)******* 29
  30. 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. 30
  31. 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, 31 personal stories)
  32. 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 32
  33. 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. 33
  34. 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? 34
  35. 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 35
  36. 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. 36
  37. 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. 37
  38. 38. 7. Learn how to manage MPR activitiesAnd 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 38
  39. 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 39
  40. 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… 40
  41. 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. 41
  42. 42. GOOD LUCK Remember what Steve Jobs said: “Stay Hungry!”I hope you all can stay hungry for more… 42