This Integrated Marketing Plan was developed for St. Jude Children's Research Hospital as part of West Virginia University's Integrated Marketing Communications Master's Program capstone class.
Young marketers - Elite 3 - Assignment 4.1- Nhóm 3 - Tường Vy-Thanh An - Khán...tubinh2806
Market research is important for businesses to make informed marketing decisions. It involves systematically gathering and analyzing information to understand markets, consumers, and competitors. There are four main roles of market research: strategic understanding, idea development, mix evaluation, and market monitoring. It can be qualitative or quantitative and include primary and secondary research methods like surveys, interviews, and data analysis. Conducting regular market research is important throughout the innovation process to gather insights, test concepts, and evaluate performance. An effective research brief outlines the business objectives, key questions, target respondents, and deliverables to guide the research project.
Public Relations - Past, Present & FutureEdwin Irvanus
Thanks to the Internet, the world of PR is continuosly evolving. However with this evolution, there seems to be even more questions as to exactly what public relations is and what it can do for a company.
While modern marketing has certainly changed best practices, one thing has remained constant: There’s always an opportunity to tell a better brand story to a larger audience. As a result, PR still can play a powerful role in marketing.
This presentation is given on the 6th of July 2010 at de Haagse Hogeschool to students of International Communication Management.
The topics which are being discussed are Interactive PR & Corporate Reputation Management from the Social Media perspective and my view.
This document discusses integrated marketing communications (IMC) and the modern marketing environment. It notes that consumers now obtain information from many sources and brands can communicate through social media platforms like Facebook. IMC involves coordinating different promotional tools like advertising, sales promotion, publicity, and personal selling. Developing an IMC plan requires analyzing the situation, determining budgets, creating strategies for different promotional tools, implementing programs, and evaluating their effectiveness. The goal of IMC is to deliver a unified message across different channels to influence customers throughout the purchasing process.
1. Public relations is considered part of the marketing promotion mix and supports marketing objectives.
2. The marketing mix, also known as the 7Ps, includes product, price, place, promotion, people, process, and physical evidence. Promotion itself contains various forms of marketing communication like advertising, sales promotions, public relations, and personal selling.
3. From a marketing perspective, public relations seeks to improve, maintain, or protect a company's image through engaging various audiences to support business and marketing goals.
This Integrated Marketing Plan was developed for St. Jude Children's Research Hospital as part of West Virginia University's Integrated Marketing Communications Master's Program capstone class.
Young marketers - Elite 3 - Assignment 4.1- Nhóm 3 - Tường Vy-Thanh An - Khán...tubinh2806
Market research is important for businesses to make informed marketing decisions. It involves systematically gathering and analyzing information to understand markets, consumers, and competitors. There are four main roles of market research: strategic understanding, idea development, mix evaluation, and market monitoring. It can be qualitative or quantitative and include primary and secondary research methods like surveys, interviews, and data analysis. Conducting regular market research is important throughout the innovation process to gather insights, test concepts, and evaluate performance. An effective research brief outlines the business objectives, key questions, target respondents, and deliverables to guide the research project.
Public Relations - Past, Present & FutureEdwin Irvanus
Thanks to the Internet, the world of PR is continuosly evolving. However with this evolution, there seems to be even more questions as to exactly what public relations is and what it can do for a company.
While modern marketing has certainly changed best practices, one thing has remained constant: There’s always an opportunity to tell a better brand story to a larger audience. As a result, PR still can play a powerful role in marketing.
This presentation is given on the 6th of July 2010 at de Haagse Hogeschool to students of International Communication Management.
The topics which are being discussed are Interactive PR & Corporate Reputation Management from the Social Media perspective and my view.
This document discusses integrated marketing communications (IMC) and the modern marketing environment. It notes that consumers now obtain information from many sources and brands can communicate through social media platforms like Facebook. IMC involves coordinating different promotional tools like advertising, sales promotion, publicity, and personal selling. Developing an IMC plan requires analyzing the situation, determining budgets, creating strategies for different promotional tools, implementing programs, and evaluating their effectiveness. The goal of IMC is to deliver a unified message across different channels to influence customers throughout the purchasing process.
1. Public relations is considered part of the marketing promotion mix and supports marketing objectives.
2. The marketing mix, also known as the 7Ps, includes product, price, place, promotion, people, process, and physical evidence. Promotion itself contains various forms of marketing communication like advertising, sales promotions, public relations, and personal selling.
3. From a marketing perspective, public relations seeks to improve, maintain, or protect a company's image through engaging various audiences to support business and marketing goals.
Whether you are briefing an internal team, or an external agency, whatever the campaign type ‐ email, advertising, or indeed telemarketing ‐ a good brief is one of the most important success factors.
Integrated Marketing Communication (IMC) - Creative strategy - planning and d...Nikhil Hirani
Integrated Marketing Communication (IMC) - Creative strategy - planning and development, part of Masters in Management Studies (MMS), University of Mumbai
It's a crowded marketplace & there's a lot of noise! It makes it really hard for the more than 1.5 million nonprofits in the US alone to be heard. It makes it even harder to complete for scarce philanthropic resources and public attention. The answer? - Strategic Marketing.
An introduction to social marketing, including an overview of the marketing mix in social marketing, and a case study on one of Australia's most influential social marketing campaigns - Freedom from Fear
Social media has become an important tool for advertising and marketing. Companies use social media to target large audiences, build relationships, and earn positive reviews that can be converted into sales. However, companies must communicate with audiences in a human voice and manage risks, content, and customer complaints professionally on social media. Measuring engagement, branding, and integrating marketing strategies across different social media platforms are important for achieving return on investment and cost avoidance through reputation management. Case studies show successes like Wendy's pretzel chicken campaign and failures like KFC's ill-advised hashtag challenge the importance of real-time response for social media strategies.
Social media has become an important tool for advertising and marketing. Companies use social media to target large audiences, build relationships, and earn positive reviews that can be converted into sales. However, companies must communicate with audiences in a human voice and manage risks, content, and customer complaints professionally on social media. Measuring engagement, branding, and integrating marketing strategies across different social media platforms are important for achieving return on investment and cost avoidance through reputation management. Case studies show successes like Wendy's pretzel chicken campaign and failures like KFC's "I Ate The Bones" hashtag illustrate lessons about considering audiences and maintaining positive interactions in real-time social media.
The document discusses the changing marketing environment and the growth of integrated marketing communications (IMC). It notes that consumers obtain information from many sources and are less passive recipients of messages. It also summarizes key aspects of IMC, including that IMC aims to avoid duplicative efforts across promotional tools and create synergies. IMC utilizes various communication channels, including advertising, direct marketing, sales promotion, public relations, and personal selling in a coordinated way.
The document discusses the changing marketing environment and the growth of integrated marketing communications (IMC). It notes that consumers now obtain information from many sources and are less passive recipients of messages. It also summarizes key aspects of IMC, including its benefits, components like advertising, direct marketing, sales promotion, and public relations, and the IMC planning process. The goal of IMC is to create synergies across promotional tools and communicate with audiences through various touchpoints in a coordinated way.
This document discusses how social media can be used as a business channel in the fashion industry. It summarizes the results of interviews with 10 Italian fashion brands regarding their current and future social media strategies and maturity. The brands indicated that they currently focus social media on promoting their brands and products, but want to increase use for purchase and post-sales engagement. The document also assesses the brands' social media footprints and conversations to provide insights on how they can better connect with customers through different stages of the customer journey.
Relevance and accountability in the age of distractionTod Frincke
The document discusses the challenges facing advertising agencies in today's fragmented media landscape where consumers are distracted. It argues that to be successful, agencies must create experiential and social ideas that engage consumers rather than static ads. The key is focusing ideas around the consumer's relationship and behavioral journey with the brand. Successful agencies will reorient themselves to focus on clear goals, consumer behavior, and rapid collaboration to build winning experiential ideas that serve business objectives and transform consumer attitudes and behaviors.
Whether it's the wide availability of new technologies or the ever fluctuating economy, change is inevitable. It can feel overwhelming to any marketer trying to make the best, most effective choices for their organization. Every organization has limited resources, and choosing how to spend them is among the most important tasks facing arts marketers today.
In this workshop, Deborah Obalil, Principal at Obalil & Associates, will provide participants with the tools to practice 360 degree marketing, synchronizing all your efforts for greatest effect regardless if your budget is $5,000 or $500,000.
The document provides an overview of the JB North America agency and its services. It summarizes that JB North America is a brand-centric global agency that assists top marketers in developing integrated, data-driven marketing campaigns across digital, social, print, and other media channels. It saves clients time and resources by managing all aspects of campaigns, and acts as a transparent or behind-the-scenes extension of clients' marketing teams.
Adapting Your Social Media Strategy During COVID-19Andrea Martin
How effective has your social media been during COVID-19? As your business adjusts to re-opening, are you ready to re-engage through social media and connect with clients and prospects online?
We are pleased to share with you our presentation on adapting your social media strategy during covid-19. This presentation will walk you through an easy to follow 3-step framework to assess the effectiveness of your social media by utilizing data and insights to determine what's working and what's not, how your customers’ needs have changed, and what tools and key strategies you can use for your business to adjust, organize and pivot your campaigns by social platform to create powerful engagement strategies.
Marketing, such a loosely used word in the business world and a treacherous task to undertake as a business owner. Businesses make or break on their strategies and developing a thorough marketing strategy is essential to any businesses success, small or large. So many questions arise when developing a marketing strategy. Where do I spend my money? How do I differentiate myself from my competitors? How much should I spend on online assets? Do I need to hire a marketing director? The questions could go on forever but one must know marketing basics and how to leverage not only a well-defined marketing budget but time, energy, and creativity to stand out of the crowd when trying to communicate with their target audiences.
The 4 P’s of Marketing: Confessions of a Guerrilla Marketer presented by the Innovation Center will address the very fundamentals to building a marketing strategy that encompasses understanding product/service, price, place, and promotion, the four p’s of marketing. The training session will also provide insight on how to become a guerrilla marketer and to stay top-of-mind when consumers are ready to make a purchasing decision. Guerrilla marketing was founded by Jay Conrad Levinson and was developed to help provide a system for businesses that don’t possess large marketing budgets like big brands, McDonald's or Nike, to market themselves in unique methods to earn the attention of their audiences and to increases sales revenue.
View the Upcoming Workshops page to see when and where the workshop will be held next. If you are interested in hosting a 4 P's of Marketing: Confessions of a Guerrilla Marketer workshop session in your community please contact the Innovation Center's Lynn Wilson, 918-343-7622, or by email, lwilson@rsu.edu.
The document provides an overview of social marketing and communications campaigns, including:
1) It defines social marketing as using marketing principles to influence behaviors for social good, similar to commercial marketing but with different goals and targets.
2) It outlines the key elements of developing an effective social communications campaign, including understanding the target audience, developing a clear message and call to action, and using an integrated marketing mix for outreach.
3) It emphasizes the importance of research, testing creative concepts, measuring campaign exposure and impact, and making adjustments based on data.
Evince is a social media marketing agency that offers content curation, social media marketing, public relations and social media management services. It works with both public and commercial clients locally and globally, managing individuals' and large enterprises' social media presence. Supported by a young team, the founding director has 20 years experience in social communication, IT, law and governance. Evince takes clients through a social media planning process involving situation analysis, strategy formulation, action planning and evaluation. It combines dedicated client focus with good management and reporting to deliver projects on time and within budget.
This document discusses new brand management techniques, focusing on measuring relationships between consumers and brands. It describes Millward Brown's Brand Dynamics model, which measures consumer attitudes, opinions, and beliefs about brands over time to observe how marketing activities impact the brand-consumer relationship. Content marketing is also discussed, noting that today consumers generate content and brands communicate directly with consumers through their own channels on social media. The importance of engagement programs is explained, noting they allow brands to build communities and reward loyal customers with memorable experiences.
In 2006, formulated an original public relations campaign within a team of five in response to Starbucks’ request for proposal. I authored interactive visual presentation in which the audience could dictate the direction. It was presented to a panel of judges including members of Waggener Edstrom in Portland, Oregon
Making marketing personal in a distracted world. Make your online and offline marketing be the most effective it can be with a mix of advertising, marketing PR, and social media.
The document discusses the role of account planners in advertising agencies. It describes how account planners help guide strategic development by understanding consumer attitudes and behaviors. During creative development, planners provide research and feedback to stimulate creative work without stifling it. In the approval stage, planners help justify bold creative work. Overall, planners improve teamwork and integration within agencies by bringing understanding of consumer decision-making and the brand-consumer relationship.
Public relations is an important tool for business success that involves two-way communication between an entity and its customers/public. It aims to manage reputation and create goodwill. Key functions include media relations, crisis management, and building positive relationships. While advertising focuses on sales, public relations promotes the whole organization. An effective public relations strategy enhances prestige and presents a favorable image to stakeholders.
This presentation was developed as a guest lecture for the "Public Relations: History & Society" course in the Public Relations Post Degree Diploma Program at Western Continuing Studies. It addresses what Public Relations and Marketing (& Marketing Communications -MarCom) are and how they differ.
Many professionals and associations define all three terms differently though generally it's acknowledged that all need to be used to engage an audience, specifically a target market. Please feel free to comment with your definition of Public Relations, Marketing and/or Marketing Communications -MarCom.
Whether you are briefing an internal team, or an external agency, whatever the campaign type ‐ email, advertising, or indeed telemarketing ‐ a good brief is one of the most important success factors.
Integrated Marketing Communication (IMC) - Creative strategy - planning and d...Nikhil Hirani
Integrated Marketing Communication (IMC) - Creative strategy - planning and development, part of Masters in Management Studies (MMS), University of Mumbai
It's a crowded marketplace & there's a lot of noise! It makes it really hard for the more than 1.5 million nonprofits in the US alone to be heard. It makes it even harder to complete for scarce philanthropic resources and public attention. The answer? - Strategic Marketing.
An introduction to social marketing, including an overview of the marketing mix in social marketing, and a case study on one of Australia's most influential social marketing campaigns - Freedom from Fear
Social media has become an important tool for advertising and marketing. Companies use social media to target large audiences, build relationships, and earn positive reviews that can be converted into sales. However, companies must communicate with audiences in a human voice and manage risks, content, and customer complaints professionally on social media. Measuring engagement, branding, and integrating marketing strategies across different social media platforms are important for achieving return on investment and cost avoidance through reputation management. Case studies show successes like Wendy's pretzel chicken campaign and failures like KFC's ill-advised hashtag challenge the importance of real-time response for social media strategies.
Social media has become an important tool for advertising and marketing. Companies use social media to target large audiences, build relationships, and earn positive reviews that can be converted into sales. However, companies must communicate with audiences in a human voice and manage risks, content, and customer complaints professionally on social media. Measuring engagement, branding, and integrating marketing strategies across different social media platforms are important for achieving return on investment and cost avoidance through reputation management. Case studies show successes like Wendy's pretzel chicken campaign and failures like KFC's "I Ate The Bones" hashtag illustrate lessons about considering audiences and maintaining positive interactions in real-time social media.
The document discusses the changing marketing environment and the growth of integrated marketing communications (IMC). It notes that consumers obtain information from many sources and are less passive recipients of messages. It also summarizes key aspects of IMC, including that IMC aims to avoid duplicative efforts across promotional tools and create synergies. IMC utilizes various communication channels, including advertising, direct marketing, sales promotion, public relations, and personal selling in a coordinated way.
The document discusses the changing marketing environment and the growth of integrated marketing communications (IMC). It notes that consumers now obtain information from many sources and are less passive recipients of messages. It also summarizes key aspects of IMC, including its benefits, components like advertising, direct marketing, sales promotion, and public relations, and the IMC planning process. The goal of IMC is to create synergies across promotional tools and communicate with audiences through various touchpoints in a coordinated way.
This document discusses how social media can be used as a business channel in the fashion industry. It summarizes the results of interviews with 10 Italian fashion brands regarding their current and future social media strategies and maturity. The brands indicated that they currently focus social media on promoting their brands and products, but want to increase use for purchase and post-sales engagement. The document also assesses the brands' social media footprints and conversations to provide insights on how they can better connect with customers through different stages of the customer journey.
Relevance and accountability in the age of distractionTod Frincke
The document discusses the challenges facing advertising agencies in today's fragmented media landscape where consumers are distracted. It argues that to be successful, agencies must create experiential and social ideas that engage consumers rather than static ads. The key is focusing ideas around the consumer's relationship and behavioral journey with the brand. Successful agencies will reorient themselves to focus on clear goals, consumer behavior, and rapid collaboration to build winning experiential ideas that serve business objectives and transform consumer attitudes and behaviors.
Whether it's the wide availability of new technologies or the ever fluctuating economy, change is inevitable. It can feel overwhelming to any marketer trying to make the best, most effective choices for their organization. Every organization has limited resources, and choosing how to spend them is among the most important tasks facing arts marketers today.
In this workshop, Deborah Obalil, Principal at Obalil & Associates, will provide participants with the tools to practice 360 degree marketing, synchronizing all your efforts for greatest effect regardless if your budget is $5,000 or $500,000.
The document provides an overview of the JB North America agency and its services. It summarizes that JB North America is a brand-centric global agency that assists top marketers in developing integrated, data-driven marketing campaigns across digital, social, print, and other media channels. It saves clients time and resources by managing all aspects of campaigns, and acts as a transparent or behind-the-scenes extension of clients' marketing teams.
Adapting Your Social Media Strategy During COVID-19Andrea Martin
How effective has your social media been during COVID-19? As your business adjusts to re-opening, are you ready to re-engage through social media and connect with clients and prospects online?
We are pleased to share with you our presentation on adapting your social media strategy during covid-19. This presentation will walk you through an easy to follow 3-step framework to assess the effectiveness of your social media by utilizing data and insights to determine what's working and what's not, how your customers’ needs have changed, and what tools and key strategies you can use for your business to adjust, organize and pivot your campaigns by social platform to create powerful engagement strategies.
Marketing, such a loosely used word in the business world and a treacherous task to undertake as a business owner. Businesses make or break on their strategies and developing a thorough marketing strategy is essential to any businesses success, small or large. So many questions arise when developing a marketing strategy. Where do I spend my money? How do I differentiate myself from my competitors? How much should I spend on online assets? Do I need to hire a marketing director? The questions could go on forever but one must know marketing basics and how to leverage not only a well-defined marketing budget but time, energy, and creativity to stand out of the crowd when trying to communicate with their target audiences.
The 4 P’s of Marketing: Confessions of a Guerrilla Marketer presented by the Innovation Center will address the very fundamentals to building a marketing strategy that encompasses understanding product/service, price, place, and promotion, the four p’s of marketing. The training session will also provide insight on how to become a guerrilla marketer and to stay top-of-mind when consumers are ready to make a purchasing decision. Guerrilla marketing was founded by Jay Conrad Levinson and was developed to help provide a system for businesses that don’t possess large marketing budgets like big brands, McDonald's or Nike, to market themselves in unique methods to earn the attention of their audiences and to increases sales revenue.
View the Upcoming Workshops page to see when and where the workshop will be held next. If you are interested in hosting a 4 P's of Marketing: Confessions of a Guerrilla Marketer workshop session in your community please contact the Innovation Center's Lynn Wilson, 918-343-7622, or by email, lwilson@rsu.edu.
The document provides an overview of social marketing and communications campaigns, including:
1) It defines social marketing as using marketing principles to influence behaviors for social good, similar to commercial marketing but with different goals and targets.
2) It outlines the key elements of developing an effective social communications campaign, including understanding the target audience, developing a clear message and call to action, and using an integrated marketing mix for outreach.
3) It emphasizes the importance of research, testing creative concepts, measuring campaign exposure and impact, and making adjustments based on data.
Evince is a social media marketing agency that offers content curation, social media marketing, public relations and social media management services. It works with both public and commercial clients locally and globally, managing individuals' and large enterprises' social media presence. Supported by a young team, the founding director has 20 years experience in social communication, IT, law and governance. Evince takes clients through a social media planning process involving situation analysis, strategy formulation, action planning and evaluation. It combines dedicated client focus with good management and reporting to deliver projects on time and within budget.
This document discusses new brand management techniques, focusing on measuring relationships between consumers and brands. It describes Millward Brown's Brand Dynamics model, which measures consumer attitudes, opinions, and beliefs about brands over time to observe how marketing activities impact the brand-consumer relationship. Content marketing is also discussed, noting that today consumers generate content and brands communicate directly with consumers through their own channels on social media. The importance of engagement programs is explained, noting they allow brands to build communities and reward loyal customers with memorable experiences.
In 2006, formulated an original public relations campaign within a team of five in response to Starbucks’ request for proposal. I authored interactive visual presentation in which the audience could dictate the direction. It was presented to a panel of judges including members of Waggener Edstrom in Portland, Oregon
Making marketing personal in a distracted world. Make your online and offline marketing be the most effective it can be with a mix of advertising, marketing PR, and social media.
The document discusses the role of account planners in advertising agencies. It describes how account planners help guide strategic development by understanding consumer attitudes and behaviors. During creative development, planners provide research and feedback to stimulate creative work without stifling it. In the approval stage, planners help justify bold creative work. Overall, planners improve teamwork and integration within agencies by bringing understanding of consumer decision-making and the brand-consumer relationship.
Public relations is an important tool for business success that involves two-way communication between an entity and its customers/public. It aims to manage reputation and create goodwill. Key functions include media relations, crisis management, and building positive relationships. While advertising focuses on sales, public relations promotes the whole organization. An effective public relations strategy enhances prestige and presents a favorable image to stakeholders.
This presentation was developed as a guest lecture for the "Public Relations: History & Society" course in the Public Relations Post Degree Diploma Program at Western Continuing Studies. It addresses what Public Relations and Marketing (& Marketing Communications -MarCom) are and how they differ.
Many professionals and associations define all three terms differently though generally it's acknowledged that all need to be used to engage an audience, specifically a target market. Please feel free to comment with your definition of Public Relations, Marketing and/or Marketing Communications -MarCom.
This document provides an introduction to key concepts in advertising, including its objectives, roles, types, and the key players involved. It discusses advertising as a form of marketing communication to impact consumer behavior. The five basic factors of advertising are identified as paid communication, sponsor identification, informing or persuading, reaching a large audience, and using nonpersonal mass media. Key concepts covered include advertising strategy, creative ideas and execution, and use of media. The roles of advertising from marketing, communication, economic, and social perspectives are outlined. Finally, it briefly discusses the agency-client relationship and current industry trends like integrated marketing communication and global marketing.
This document discusses advertising and its role in marketing communications. It begins by outlining the aims and objectives of understanding advertising's role, examining theories of consumer behavior and advertising strategy. It then provides definitions of advertising and discusses the key components of an advertising plan including targeting audiences, developing message strategies, and choosing appropriate media. Finally, it outlines the major players involved in advertising including advertisers, agencies, media sources, suppliers and audiences as well as the functions and types of advertising.
anatomy of public relations for pr playbook 3rd edition.pptPreciousChanaiwa
This document provides an overview of key concepts in public relations and strategic communication. It discusses the importance of public communication in society and business. Some key points covered include the MAC triad model of matching messages to audiences and channels. It also discusses the importance of accountability, two-way communication, and leadership in public relations. The document emphasizes that superior tactics cannot overcome a flawed strategy.
This document provides an overview of key concepts in public relations. It defines public relations as a management function that helps organizations adapt to their various publics through evaluating attitudes, identifying policies, and executing communication programs to earn understanding and acceptance. The document also outlines several models for public relations including the MAC triad of message, audience and channel; the two-way communication model; and the PR planning process. It emphasizes that public relations is about building relationships and achieving business/organizational goals through strategic communication.
Public relations (PR) involves shaping and maintaining a positive image for a company, organization, or individual in the eyes of various audiences. PR professionals work behind the scenes to position clients favorably through tools like press releases, media outreach, and researching public opinion. PR has several advantages over advertising, including being more targeted and cost-effective at reaching audiences, and helping with efforts like product launches and image building. Key differences between PR and advertising are that PR focuses on shaping perceptions rather than direct selling, and relies on securing free publicity rather than paid placements.
Direct marketing is a personal approach to reach customers individually through various channels like sales letters, brochures, websites and telemarketing. It requires maintaining accurate customer databases, properly targeting markets, offering quality products, and providing after-sales support. Forms of direct marketing include door-to-door selling, mail order, online marketing, telemarketing and multilevel marketing.
Public relations involves managing communication between an organization and its key stakeholders to build and maintain a positive image. It aims to earn public understanding and acceptance through deliberate, planned and sustained efforts using mutual understanding. Public relations tools include press releases, press kits, sponsored events, social media and more.
This document provides an overview of Prudential Retirement's content marketing strategy. It discusses what content marketing is and its benefits over traditional marketing approaches. The document then outlines Prudential's content marketing objectives, including increasing awareness, thought leadership, and engagement. It also discusses targeting customer segments and creating buyer personas. Finally, it proposes initial content topics related to life stages and financial goals.
The document provides an introduction to public relations. It defines key concepts such as defining PR and its role in supporting marketing. It outlines how PR can help organizations adapt to changes, maintain status quo, foster communication, and manage attitudes and behaviors. The document also discusses defining PR and its elements such as unpaid media, internal/external communications, and supporting other marketing initiatives. It notes PR is not always positive but can create a favorable environment.
This document provides an overview of public relations including:
- Definitions of public relations from various sources emphasizing managing communication between organizations and publics.
- The fields of public relations practice including media relations, community relations, issues management, and more.
- Marston's RACE model which is a 4 step process for public relations including research, objectives, communication tactics, and evaluation.
- The functions of public relations such as writing, media relations, counseling, research, publicity, and community relations.
- Key skills needed for public relations including communication, organization, versatility, and resilience.
Public relations involves managing communication between an organization and its various stakeholders or publics. It is defined as the evaluation of public attitudes, the identification of policies and procedures regarding public interest, and the execution of a communication program to build understanding and goodwill. Key aspects of public relations include being deliberate, planned, in service of the public interest, and involving two-way communication. The role of public relations is to build and maintain positive relationships between an organization and its publics.
Credibility is the most important intangible asset for effective communication. It is built through consistency, trustworthiness, and maintaining relationships. Credibility involves establishing ethos through expertise, building pathos through emotional connection, and providing logical reasons or facts (logos) to be believed. An organization must manage its brand, image, and reputation over time through actions that are consistent with its messaging to develop credibility with stakeholders and publics.
Content Marketing & the Earned Media Revolution (PRAM 2014)Kevin Briody
This document discusses the rise of content marketing and its impact on public relations (PR). It notes that brands are now directly telling their stories to audiences through social media and organic search without media filters. Content marketing has become an important tactic for generating earned media. There is now a crowded content marketing landscape with many players competing for audiences. The document questions how brands should organize their content marketing efforts, what skills are needed, and how PR can fit within this new landscape focused on engaging content.
defining marketing for the 21st century
,
what is marketing management
,
definition of marketing
,
marketing orientations/ philosophies / marketing c
,
marketing concept
,
core concepts of marketing
,
new consumer capabilities
,
the product concept
,
relationship between 4ps and 4cs/ and 4 as marketi
The document discusses marketing and provides definitions, concepts, and career opportunities. It defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. The document outlines marketing philosophies like production, sales, and societal orientation. It discusses key marketing concepts such as the 4Ps of marketing, customer value, customer satisfaction, and branding. It also explores criticisms of marketing and provides examples of marketing functions and career paths in fields like brand management, sales, advertising, and retail.
Social Maturity of Mountain Travel IndustryKathy Herrmann
In Spring 2012, BCF, a full-service marketing agency, and I surveyed members of the Mountain Travel Symposium to determine their level of social maturity. We captured results from 36 respondents across hotels, destinations, ski areas, and travel-related vendors. The slide deck summarizes our findings.
This document provides an overview of public relations concepts and best practices. It discusses that public relations is a strategic communication function that helps organizations adapt to their audiences through planned and two-way engagement. Additionally, it emphasizes the importance of understanding audiences, developing messages around key benefits, and using a variety of tactics and channels in a coordinated, authentic, and measurable way to influence public opinion and achieve organizational goals.
Similar to Looking Forward on PR Industry- PR Past Present and Future (20)
Dokumen tersebut merangkum tentang pemangku kepentingan yang terkait dengan isu penggunaan minyak kelapa sawit oleh produsen sabun rambut Head & Shoulders. Dokumen tersebut mengkategorikan berbagai pemangku kepentingan seperti manajemen perusahaan, investor, LSM, pemerintah daerah, dan masyarakat setempat sebagai pemangku kepentingan dominan, bergantung, menuntut, atau definitif tergantung pada kekuasaan dan legitim
Tiga media yang akan dihubungi untuk kampanye Head & Shoulders P&G adalah Kompas, Okezone, dan Detik karena memiliki jangkauan pembaca yang luas secara nasional serta dianggap kredibel. P&G juga akan menghubungi majalah Info Bisnis Internasional dan Investor Daily untuk mencakup audiens bisnis, serta Jakarta Post untuk menyasar ekspatriat.
Dokumen tersebut membahas tentang kanker serviks pada wanita, termasuk faktor risiko, statistik, dan tujuan kampanye untuk meningkatkan kesadaran masyarakat tentang penyakit ini. Kampanye akan difokuskan pada peningkatan akses informasi, konsultasi, dan event kesadaran masyarakat di seluruh Indonesia.
membuat penelitian sosial: pembentukan kerangka proposalIman Tauffany
Tiga jenis penelitian yang dijelaskan adalah penelitian eksploratif, penjelasan, dan deskriptif. Metode penelitian yang disebutkan adalah grounded research dan analisis data sekunder seperti survei. Survei melibatkan pengumpulan informasi dari responden menggunakan kuesioner. Langkah-langkah pelaksanaan survei mencakup merumuskan masalah penelitian, menentukan konsep dan hipotesis, pengambilan sampel, dan
Elite club Epicentrum on Costumer relationship Management perspectiveIman Tauffany
The document discusses various methods for understanding customer experience, including mystery shopping, experience mapping, process mapping, and participant and non-participant observation. It notes that managers looking to improve customer experience need to understand outcomes customers want, the current experience, tools to close gaps, and how to measure success. The next section will discuss a study case.
A Guide to a Winning Interview June 2024Bruce Bennett
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3. What is Public Relations (PR)?
What is PR Consultant ?
Pre Test
4. What is PR?
Public Relations: Past, Present, Future 4
Public relations (PR) is
the way organizations,
companies and
individuals
communicate with the
public and media.
Public relations (PR) is the
practice of managing the spread
of information between an
individual or an organization
(such as a business, government
agency, or a nonprofit
organization) and the public.
Public relations is a strategic
communication process that builds
mutually beneficial relationships between
organizations and their publics.
8. a brand is ...
all of the promise and perceptions that
an organization wants its market to feel and believe
about its product and service offerings
a brand is an asset
It is a property
with a measurable value
that should be maximized
9. what values?
• business value
– size (topline): value, volume
– profit (bottomline): profit
• market value:
– the position in the market :
market share
• consumer value:
– the perception of the consumers: brand awareness, brand image
– the relationship with consumers: penetration and loyalty
10. .. which means....
growing
a brand
increasing
business value
increasing
market value
increasing
consumer value
=
brand
goals
11. Brand goals
increasing
business value
growth in terms of size (topline):
• increasing sales volume (volume growth)
• increasing sales value (value growth)
e.g:
- sell more bottle of shampoo at same price
- sell same amout bottle of shampoo at higher price
- sell more amout bottle of shampoo at higher price
growth in terms of profit (bottomline):
• increasing profit
e.g:
- cost management vs sales target/achievement
12. increasing
market value
market share = position in the market = how is our performance in comparison to
competitors
growth in terms of market share
• volume share
• value share
Brand goals
13. increasing
consumer value
perception of consumers:
• increasing brand awareness
• increasing brand image
relationship with consumers:
• increasing penetration
• inceasing loyalty: usage amount & frequency
brand goals:
Brand goals
14. .. to achieve these brand goals ..
a brand needs to formulate :
brand strategy,
that covers a mid to long term period
that will be a starting point for
marketing activities that is needed:
communication, activation, sales
which will define:
a brand task,
to be achieve in a short term period
16. ... to ensure that the positioning is
translated well in all elements of contact,
a brand mix strategy is needed...
brand positioning
brand mix
strategy
strategic
agenda
... is a guideline to execute
brand positioning into the 5 P’s:
• product: product architecture
• product & packaging design strategy
• price strategy
• channel strategy
• communication strategy
brand strategy
17. Communication Strategy
consist of:
• communication platform: the
creative translation of brand
positioning, to be applied in
all kind of communication
(advertising & activation)
• overal communication
strategy: pritority targets,
preffered media and level
spends
brand strategy:
brand positioning
brand mix
strategy
strategic
agenda
PR
23. PR Overview
Traditional Definition
PR is an essential management function that identifies, establishes and
maintains mutually beneficial relationships between an organization
and the publics upon whom success or failure depends. PR is a
planned, deliberate, four-step process based on ethical practice and a
body of knowledge
Public Relations: Past, Present, Future 23
MANAGING REPUTATION
24. Disciplines
• Research
• Counseling/Advising
• Government Affairs
• Investor Relations
• Development
• Multicultural Affairs
• Issues Management
• Media Relations
• Crisis
Public Relations: Past, Present, Future 24
25. • Communication
• Public Affairs
• Community Relations
• Employee Relations
• Publicity
• Marketing Comm.
• Promotion
• Advertising
Disciplines
Public Relations: Past, Present, Future 25
26. Core Concept
Help organizations communicate to the publics that are important to
their success.
• Voters • Elected Officials/Government
• Businesses • Consumers
• Employees • Media
It is about relationships – creating, nurturing and maintaining
Public Relations: Past, Present, Future 26
29. Practical Definition
Proactive management of stakeholder perceptions of an entity.
• Change behavior, attitude or beliefs
• Reinforce behavior, attitude or beliefs
Public Relations: Past, Present, Future 29
30. Goals
• Managing identity & perception about company
• Strengthening and promoting positive reputation
• Responding public’s concern and interest on company
Reputation Management Goals
• Focus on how company connects with the stakeholder
• Building and nurturing professional relationship with media, stakeholder and peers
Relationship Management Goals
• Media relations activities
Task Management Goals
Public Relations: Past, Present, Future 30
31. Portfolio
• Use the technology and strategies (both traditional, enhanced and
new) at your disposal to manage perceptions about “your client.”
• Always tied back to a business objective
Public Relations: Past, Present, Future 31
32. • Part Journalist
• Editor
• Researcher
• Media Planner
• Creative Director
• Marketing Director
• Event Planner
• Customer Service Rep.
• Web Designer
• Content Curator
• Community Manager
• Social Media Strategist
PR 360
Public Relations: Past, Present, Future 32
34. MARKETING
PR
ADVERTISIN
G
COMPANIES WANT:
• Direct consumer access
• Opportunities to engage with
audiences
• Continuing messaging that is
easy to share
• Analytics, ROI
They want to communicate in a
way that combines PR, Marketing
& Advertising
35. PERCEPTIONS MATTER
(There Is Such A Thing As Bad Publicity;
Particularly Today)
Public Relations: Past, Present, Future 35
40. What This Means
• Information is everywhere;
more channels
• Information is free and everyone
Is an expert
• Harder (and easier) to gain exposure
Public Relations: Past, Present, Future 40
41. What This Means
• More “noise” to listen to – need tools to
sort through everything!
• Different channels = different
approaches
• Reduced reliance on traditional
“sources”
• More “noise” to cut through
Public Relations: Past, Present, Future 41
51. Want It Direct To Me!
Public Relations: Past, Present, Future 51
52. Fundamentals Remain
Content Fundamentals
1. Newsworthy
2. Relevant
3. Trustworthy
4. Well written/presented
5. Provide value in some manner
6. Understand your audience!
Public Relations: Past, Present, Future 52
54. Measuring Success
• Is it PR value or no of exposure?
• Is it Facebook “likes?” Audience
participation?
• No publicity or lots of publicity?
Public Relations: Past, Present, Future 54
55. Outputs VS. Outcomes
• Did you change perceptions?
• Did you impact behavior?
Public Relations: Past, Present, Future 55
57. PR Careers
Successful PR Pros
• Inquisitive and enjoy
learning
• Detail-orientated
• Storytellers and
communicators
• Creative
• Resourceful/nimble
• Like to work under
deadlines/pressure
Public Relations: Past, Present, Future 57
58. • Part Journalist
• Editor
• Researcher
• Media Planner
• Creative Director
• Marketing Director
• Event Planner
• Customer Service Rep.
• Web Designer
• Content Curator
• Community Manager
• Social Media Strategist
PR 360
Public Relations: Past, Present, Future 58
59. Today’s Agency
§ More than just traditional PR;
§ Multi-discipline and multi-faceted
campaigns
§ Stunts/events have turned into
§ Integrated experiences
§ Content developers AND editors/
curators
§ 24x7 media monitors
Public Relations: Past, Present, Future 59
60. Perceptions Matter
• Verbal communication
• Correspondence
• Writing skills (KBBI style, grammar)
• Writing ability (distill and communicate
perspectives)
• Your digital footprint
Public Relations: Past, Present, Future 60
61. What is Consultant
Public relations consultants handle the public image of a company.
Your work will be further varied by taking on these challenges for a
variety of clients.
The professional pr’s job is to make the public aware of news relating
to a company, product, or even government department, in such a way
as to create interest and acceptance
62. What is Your Role in General ?
Working with large, well known corporate companies on an national
and international level, and using your previous PR knowledge, you will
use your varied skill set to work along side these companies to
implement and run their communication campaigns.
63. What is Your Job Responsibility ?
Supporting in
developing
PR Strategy,
publicity
strategies
and
campaigns
Dealing with
enquiries
from the
public, the
press, and
related
organizations.
Providing
clients with
information
about new
promotional
opportunities
and current
PR campaigns
progress.
Providing
strategic
counseling for
clients with
the direction
from Account
Manager or
above.
Manage
budgets,
measures
results on
consistent
basis for
clients.
Develop Key
Messages,
Press
Release,
Talking Point,
QnA
Anticipated.
64. Your Contribution to Business Process
Taking Brief
from Client
Finding
Insight from
Stakeholder
Doing
Brainstorming
Developing
Plan
Presenting to
Client
Winning Pitch
Planning
Execution
Inviting
Media /
Communites
Media
Monitoring
Project
Reporting
Invoicing Payment
= Your Part !
65. Contribution of Consultant to Its
Business Process in Imogen
BRIEF
CLIENT
CONSULTAN
T
MEDIA
RELATIONS
PR
ACTIVATION
MEDIA
MONITORIN
G
KPI /
Delivera
bles
66. Questions?
Public Relations: Past, Present, Future 66
By:
Edwin Irvanus (sukmolelono@gmail.com)
Suharjo Nugroho (suharjo.nugroho@gmail.com)
Laode Iman Tauffany (itauffany@gmail.com)