1. Post Graduate Diploma in PR & Exhibitions Management
Marketing Public Relations and Audience
Behavior
Lecture 1
Introduction to the concept of Marketing Public
Relations (MPR)
Developed and Presented by
Roy Ying, Msc., BSG, B.Comm., MHKIoD
Note: Pictures used in this powerpoint file
is for academic purpose only 1
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?
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4. Course Schedule
19 May Introduction of MPR
2-5pm Class administration
Differences and relevance between marketing and public relations
Theories and objectives of MPR
19 May Understanding MPR
6-9pm Brand management
Harris Grid
Push, Pull, Pass Strategy
Class discussion of WPP’s Top 100 Brands
2 June Understanding audience behavior, information dissemination, public perception and persuasion
2-5pm Understanding consumer behavior
Consumer research case study – Starbuck
Emerging tools for customer engagement
2 June Managing MPR Activities
6-9pm Managing a successful trade show
Elements in organizing press conference
Effective approaches in producing news articles re-print
Class discussion of HKTDC fairs, Computer Expo Press Conference and Michelin Food Guide
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5. Course Schedule
16 June Communication with Target Audience
2-5pm Identification of target audience
Selection of channels
Shaping the correct message and medium
Class discussion of traditional and emerging media
16 June How MPR Add Value
6-9pm Principles and case studies in building credibility, trust and long term relations
MPR tools and tactics
Class exercise on effectiveness of awards, guarantees, third party endorsement and
certifications
30 June Planning MPR program based on audiences’ preferences
2-5pm Steps in planning MPR
Achieving MPR objectives
Measuring MPR
Class exercise in creating MPR program
30 June Future Development for MPR
6-9pm Considerations in implementing MPR program
Future trend in customer engagement – use of technology
Core competencies for MPR professionals
Review session
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7. Teaching Outcome
• You will learn what companies have done in
understanding their target customer’s behavior.
• Ways to manage MPR activities in achieving corporate
communication objectives.
• Design responses, actions or activities to an issue or
situation
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8. Class Discussion Grouping
• Get into groups of 4.
• Same grouping until end of course.
• They are your learning buddies.
• Each class there’s at least one case study
discussion.
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9. MPR 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.
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10. What is MPR
• Is that what you think?
Marketing
Marketing Public
Public
Relations
Relations
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12. How did it add value?
• The campaign, entitled Light's Golden Jubilee, began in
May, with a massive publicity effort and ended on
October 21 with the event of the year, President Hoover
dedicating the Edison Institute of Technology in
Dearborn, Michigan.
• The event was attended by such notables as President
Hoover, Henry Ford, Orville Wright, John D. Rockefeller,
Jr., and Madame Curie.
• Press representatives included members of the wire
services, weekly newsreels, and photographers.
Members of 15 of the most important newspapers in the
country were invited as well as a number of outstanding
journalists.
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13. Who was in charge?
• Edward Bernays – “Father of PR”
• Nephew of Sigmund Freud
• He invented the idea of press release.
• He was the first who
advocated the use of “third-
party authority”.
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14. What did he do?
• Six months before the dedication ceremony, stories
about Edison and the history of the incandescent light
were sent out to the managing editors of local and
national newspapers.
• The letterhead included the names of such supporters as
President Hoover and Henry Ford. Newspapers and
magazines began to run their own stories on the event,
and towns across America planned
ceremonies in honor of Edison.
• After Bernays approached the
postmaster general, a commemorative
stamp for the anniversary was issued.
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15. 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?
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17. Values
• 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?
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19. 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…
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21. Technology
• Compared to 5 years ago, what are the
changes?
– 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?
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22. 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?
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23. 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.”
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24. 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.
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25. PR vs. Marketing
1. 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.
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28. 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),
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29. What’s the “end game” for MPR?
Long Term
Long Term
Relationship
Relationship
Trust
Trust
Credibility
Credibility
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30. 3 Objectives of MPR
1) Allow for more credibility in the selling of
goods or services
– Responsible corporate citizen
– Media endorsement
– Credible source of information
– Socially responsible
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31. 3 Objectives of MPR
2) 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
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32. 3 Objectives of MPR
3) Assist in establishing long term
relationship with its stakeholders and
customers in selling its goods or services
– Feedback (i.e., research, surveys)
– One-to-one interaction (i.e., personal selling)
– Customer service (i.e., CRM, shopper’s club)
– Differentiated products and services (i.e.,
price premium)
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35. Question
• Which principle(s) did the 第一肠粉 follow
in creating this MPR activity?
• How does it add value to MPR objectives?
• Please provide reasons.
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