COMM6026 Lecture 1 - introduction to mpr

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COMM6026 Lecture 1 - introduction to mpr

  1. 1. DA010 - Professional Diploma in Public Relations - COMM6026EP Marketing Public Relations: Principles and Practice (2012/01) Lecture 1 Introduction to the concept of Marketing Public Relations (MPR)Developed and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only 1
  2. 2. About me… 2
  3. 3. Your Turn• It’s time for me to get to know you• What’s your name?• What’s your job?• Have you managed PR activity before?• If yes, what are they? 3
  4. 4. Course ScheduleSession / Course Outline HoursDateLecture 1 Class introduction & administration 30 min4 Feb Introduction to the concept of Marketing Public Relations (MPR) 2.5 hr1400-1700Lecture 2 Marketing principles 3 hr5 Feb0930-1230Lecture 3 Consumer psychology 3 hr5 Feb1330-1630Lecture 4 Public Relations as a complement to marketing 3 hr18 Feb1400-1700Lecture 5 The marketing perspective of public relations: The new partnership 3 hr19 Feb0930-1230 4
  5. 5. Course ScheduleSession / Course Outline HoursDateLecture 6 The importance of public relations and the marketing mix 3 hr19 Feb1330-1630Lecture 7 How MPR adds values 3 hr3 Mar1300-1600Lecture 8 Planning MPR 3 hr4 Mar1600-1900Lecture 9 Research in MPR Planning: The Way Ahead 3 hr4 Mar0930-1230Lecture 10 Project Presentation 2 hr4 Mar Review Class 1 hr1330-163017 Mar Exam 2 hr1400-1600 5
  6. 6. What is MPR• Is that what you think? Marketing Public Public Marketing Relations Relations 6
  7. 7. Definition• Thomas L. Harris (1993) – MPR is the process of planning, executing and evaluating programs that encourage purchase and consumer satisfaction through credible communication of information and impressions that identify companies and their products with the needs, wants, concerns and interests of consumers. 7
  8. 8. Marketing & Communications• McDaniel (1979) – Marketing’s responsibilities and functions have changed due to changes in values, resources, technology and government. – Managers are encouraged to change their strategies in order to meet their organization’s changing goals. What does What does it mean for it mean for marketers? marketers? 8
  9. 9. Value• Would this expo be allowed 20 years ago? 9
  10. 10. Value• In addition to the 4Ps, what other considerations marketers need to deal with? – Government regulations – Consumer’s social-economics – Hong Kong vs. Macao Are these Are these traditional traditional – Core messages in publicity marketing? marketing? 10
  11. 11. Resources 11
  12. 12. Resources• What’s different today vs. 20 years ago? – Did the term ‘ultra-net worth” exist then? – What kind of products or services you see common now but not available then? – Where was wealth concentrated then? – Which city would this expo be held then? • Venue, customers, staff talent, supplier, Marketers now Marketers now expertise, market size, need to perform need to perform trade barriers etc.. new functions… new functions… 12
  13. 13. Technology• How did smart phone / 3G / Web 2.0 technology change our lives? 13
  14. 14. Technology• Compared to 5 years ago, what has changed? – Media consumption behavior – Virtual brand identity – Market intelligence Are these PR Are these PR – Globalization issues or issues or – Online spending marketing marketing issues? issues? 14
  15. 15. Government• Compared to 20 years ago, how much more democratic our government has become?• Do companies now have more or less influence on government policies and public issues?• Is it easier or harder to become an opinion leader or a policy commentator now? 15
  16. 16. Government 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 16
  17. 17. 7 stages of marketing discipline• 1st stage – selling• 2nd stage – selling, advertising• 3rd stage – selling, advertising, marketing research• 4th stage – the marketing department developing with the marketing mix instruments• 5th stage – market-oriented company emerging• 6th stage – cause-related and relationship marketing• 7th stage – online/web 2.0 marketing 17
  18. 18. What is PR?• The PRSA 1982 National Assembly formally adopted a definition of public relations, which remains widely accepted and used today:• “Public relations helps an organization and its publics adapt mutually to each other.” 18
  19. 19. What is PR?• The management function involves: – Anticipating, analyzing and interpreting public opinion, attitudes and issues relevant to the organization; – Counseling management with regard to policy decisions, courses of action and communication on public issues and CSR; – Researching, conducting and evaluating marketing, financial, fund raising, employee, community or government relations and other programs; – Planning and implementing the organization’s efforts to influence or change public policy. 19
  20. 20. What is PR? • Steps in a typical PR Process 20
  21. 21. PR vs. Marketing1. PR does its functions to support marketing programs.2. Advertisings convey the brand to the customers, and then PR secures it in customer’s minds.3. Ads send messages about the products as quick as they can while PR slowly but surely delivers. 21
  22. 22. Where MPR fits in?• Marketing communications belong to “Promotion” of the marketing mix.• MPR activities include both marketing and PR techniques and tactics.• It is a two-way interaction between the company and its stakeholders (customers and community involvement), 22
  23. 23. MPR vs. Corporate PR• They are quite different! 23
  24. 24. What does MPR produce? 24
  25. 25. Article Reprint – how does it work?• First of all, you ought to have an article to start with……Have you seen these? 25
  26. 26. 3 Benefits of MPR1) Allow for more credibility in the selling of goods or services – Responsible corporate citizen – Media endorsement – Credible source of information – Socially responsible 26
  27. 27. 3 Benefits of MPR2) Can instill more trust in the brand – Creating familiarity with the company and its brands – Making the company more accessible – Making the organization more visible 27
  28. 28. 3 Benefits of MPR3) Assist in establishing long term relationship with its stakeholders and customers in selling its goods or services – Feedback – One-to-one interaction – Customer service – Differentiated products and services 28
  29. 29. Group Assignment I (1/5)• Get into groups of 4.• Same grouping until end of course.• 5 mini-CA @ 20 marks each.• Each group member’s score is the same (unless they are absent).• These mini CAs will add up to 25% of final grade. 29
  30. 30. Mini-CA 1Interview with Michelin Inspector 30
  31. 31. Mini CA 1 - Requirements• Suppose Michelin Culinary Guide did not exist for Hong Kong-Macao.• What would you do in marketing your brand name using MPR principles?• Each group will present towards the end of class.• Assessment criteria – 25% on application of MPR concept(s) – 25% on feasibility – 25% on creativity – 25% on presentation skills 31

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