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DMK 2073 PUBLIC RELATIONS MARKETING
Assignment 1
“Public Relations & Marketing”
Name: Shermyneshadzwa Bahrin
ID: 012012110...
What is the relationship between Public
Relations & Marketing?
• Marketing focuses on consumers, as does consumer relation...
Chronological of PR Marketing
The Decline of Mass Marketing
• In a world with hundreds of cable and satellite channels, the
traditional television netwo...
The Growth of Consumer-Focused
Marketing
• Uses variety of media to build relationships with individual
consumers.
• Best ...
Integrated Marketing Communications
(IMC)
 Focus on individual consumers. Products are developed to fulfill
consumers nee...
Three Pillars of IMC
 Advertising: The use of controlled media in an attempt to
influence the actions of targeted publics...
Three Pillars of IMC
 Advertising, marketing and PR follow the same process
(research, planning, communication and evalua...
Public Relations, Advertising and
Marketing
“Not all advertising is marketing; nor is all public relations marketing”
The Impact of PR on Consumer-Focused
Marketing
 Public relations professionals always believed in breaking
down publics i...
Public Relations vs Marketing
 Marketing focuses primarily on only one public (consumers)
 Public Relations focused on r...
A Closer Look at Marketing
• Involves making the consumer want to buy your products or
services
• This includes everything...
Marketing PR
• Focuses on building relationships with consumers. The
objective is to get them to purchase a product or ser...
Marketing PR
• Focuses on building relationships with consumers. The
objective is to get them to purchase a product or ser...
A Closer Look at IMC
• The Four P’s become the Four C’s:
- Product has become Consumer wants and needs
- Price has become ...
Creating an IMC Campaign
 Hire only team players
 Use databases and issues management to understand
stakeholders
 Ident...
References
• David W. Guth, Charles Marsh (2012), Public Relations
A Values-Driven Approach, Pearson Education
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Public Relations Marketing

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Public Relations Marketing

  1. 1. DMK 2073 PUBLIC RELATIONS MARKETING Assignment 1 “Public Relations & Marketing” Name: Shermyneshadzwa Bahrin ID: 012012110148 School of Hospitality & Creative Arts Prepared for: Miss Syahida Mohd Nazri
  2. 2. What is the relationship between Public Relations & Marketing? • Marketing focuses on consumers, as does consumer relations. customers relations which is part of public relations. • Public relations programs (government relations and employee relations), can affect the success of marketing programs and vice versa. • In fact, mishandled marketing programs can damage long-term PR relationships. • Example: KFC Restaurant chain promoted its new grilled chicken with coupons for FREE MEALS. Thousands of customers downloaded the online coupons and flocked to KFC, disappointed when many locations ran out of chicken.
  3. 3. Chronological of PR Marketing
  4. 4. The Decline of Mass Marketing • In a world with hundreds of cable and satellite channels, the traditional television networks can no longer deliver a mass audience. • Thousands of blogs, e-mail, websites and other social media can no longer do public relations and advertisings. • The ability to reach a large audience through a few mass media channels is declining. • Media that reach individuals one at a time with personalized messages are growing efficiency and effectiveness.
  5. 5. The Growth of Consumer-Focused Marketing • Uses variety of media to build relationships with individual consumers. • Best known form is integrated marketing communications (IMC). • Other approaches fall under CFM includes: - Integrated marketing communications (IMC) - Relationship marketing - Customer relationship management (CRM) - Integrated brand communication (IBC).
  6. 6. Integrated Marketing Communications (IMC)  Focus on individual consumers. Products are developed to fulfill consumers needs as well as sales messages target consumer self-interests  Use databases to store information on individual consumers; rather than on a mass audience. These databases contain a lots of information on individual consumers wants, needs and preferences  Send well-focused message to each consumer through variety of approaches: - Advertising - Direct Mail - Public Relations - Other forms of marketing communications
  7. 7. Three Pillars of IMC  Advertising: The use of controlled media in an attempt to influence the actions of targeted publics. A paid form of communication.  Marketing: The process of researching, creating, refining and promoting a products or services, and distributing the product or service to targeted consumers.  Public Relations: The values-driven management of relationships between an organization and the publics that can affect its success.
  8. 8. Three Pillars of IMC  Advertising, marketing and PR follow the same process (research, planning, communication and evaluation)  Unlike marketing, PR focuses on many publics, not just the consumer. Unlike advertising, PR doesn’t control its messages by purchasing specific placement for them
  9. 9. Public Relations, Advertising and Marketing “Not all advertising is marketing; nor is all public relations marketing”
  10. 10. The Impact of PR on Consumer-Focused Marketing  Public relations professionals always believed in breaking down publics into their smallest units, just as consumer- focused marketing does.  Good PR has always been two-way; the best practitioners have always listened, not just talked to their publics.  PR practitioners communicate with publics through media those public prefer; consumer-focused marketer do the same.  Sometimes an organization has to change to meet the needs of publics, just the same as consumer-focused marketing involves realizing that a product might need to change too.
  11. 11. Public Relations vs Marketing  Marketing focuses primarily on only one public (consumers)  Public Relations focused on relationships with all public essential to an organizations’ success  PR and marketing are “separate and equal but related functions”, and must work together toward achieving organizations goals.
  12. 12. A Closer Look at Marketing • Involves making the consumer want to buy your products or services • This includes everything from product research and design (4p’s): - Product - Price - Place - Promotion
  13. 13. Marketing PR • Focuses on building relationships with consumers. The objective is to get them to purchase a product or service. • Traditional tactics include: - Product or service-oriented news releases, media kits, video news releases, and news conferences - Spokesperson appearances - Special events - Satellite media tours - Displays at trade shows
  14. 14. Marketing PR • Focuses on building relationships with consumers. The objective is to get them to purchase a product or service. • Traditional tactics include: - Product or service-oriented news releases, media kits, video news releases, and news conferences - Spokesperson appearances - Special events - Satellite media tours - Displays at trade shows
  15. 15. A Closer Look at IMC • The Four P’s become the Four C’s: - Product has become Consumer wants and needs - Price has become consumer’s Cost - Place has become Convenience to buy - Promotion has become Communication • Sending one clear message through variety of media
  16. 16. Creating an IMC Campaign  Hire only team players  Use databases and issues management to understand stakeholders  Identify all contact points for the company and its products  Create business and communication plans for each local market  Link IMC with management process
  17. 17. References • David W. Guth, Charles Marsh (2012), Public Relations A Values-Driven Approach, Pearson Education

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