The document discusses various aspects of marketing communications and public relations. It defines marketing communication as influencing target markets so consumers feel enthusiastic about a company's products. The main functions of marketing are identified as promotion, selling, product management, pricing, financing and distribution. Various types of marketing communications are discussed, including advertising, sales promotion, public relations and social media marketing. The differences between online and offline marketing are outlined related to scope, audience targeting, cost, measurability, interactivity and tangibility. Barriers to effective marketing communications are also mentioned such as lack of understanding the target audience.

1. PUBLIC RELATIONS
YAĞMUR SENA MEMİŞOĞLU
Rzeszow University of Technology
11.04.2024

2. 1-What is nature of marketing
communication?
 The nature of marketing
communication comes down to
one thing influencing your target
market so consumers feel
enthusiastic about what your
company offers. Without
marketing communication,
potential buyers may never hear
about your services or products.
This could result in missed sales
opportunities and profits.

4. 2-What are the main functions of
marketing communications?
 The 7 functions of marketing are promotion, selling,
product/service management, marketing information
management, pricing, financing and distribution.
 Understanding the core functions of marketing can help
you better focus your efforts and strategies to support
your business.

6. 3-Types of marketing communications?
 Although there are six marketing
communication elements, it's
becoming popular to split them
down into eight elements
because there are so many
different approaches. The eight
elements are Advertising, Sales
Promotion, Personal Selling,
Direct Marketing, Mobile
Marketing, Social Media
Marketing, Public Relations, and
Sponsorships.

7. 4-What is the difference between online
and offline marketing communication?
 When you think about promoting your business, two main
options come to mind: offline and online marketing. Offline
marketing offers tangible touchpoints, including television,
radio spots, billboards, and print ads. Through social media,
emails, and websites, online marketing provides vast reach
and data-driven campaigns.

9. Scope
 Offline marketing refers to traditional marketing methods without using the
Internet.
 It includes strategies such as television and radio commercials, telemarketing,
print advertisements, billboards, direct mail, and event sponsorships. Online
marketing strategies are conducted online - on the internet.
 It includes various digital channels such as websites, search engine
optimization (SEO), search engine marketing (SEM), social media marketing,
email marketing, content marketing, and influencer partnerships

10. Audience Targeting
 Offline marketing tends to have a more
localized or targeted reach, while online
marketing allows businesses to achieve a
global audience.
 Online marketing provides precise
targeting options and customization.
Companies can tailor their messages based
on user demographics, interests, behavior,
and location.

11. Cost
 Offline marketing methods require
significant investments, such as
production costs for print ads or TV
commercials.
 Online marketing can be cost-effective
and more affordable compared to
offline marketing. It allows businesses
to set specific budgets, target specific
audiences, and track performance
metrics more accurately.

12. Measurability
 Measuring the success of offline marketing
campaigns can be challenging. It is difficult
to track traditional advertising efforts'
exact impact or ROI.
 Online marketing provides detailed
analytics and data tracking.
 Businesses can measure the performance
of campaigns in real time, track website
traffic, monitor conversions, and calculate
return on investment (ROI).

13. Interactivity
 Online marketing enables direct
customer interaction through
comments, reviews, social media
engagement, live chats, and
personalized email communication,
while offline advertisements aren’t
interactive. However, offline marketing
can provide customer interaction via
events, in-store interactions, and
customer service.

14. Tangibility
 Offline marketing materials, such as brochures, flyers, or
product samples, are physical and tangible, allowing customers
to interact with them physically.
 On the other hand, online marketing, all promotional materials
are digital.

15. 5-Effectiveness of marketing
communications techniques.
 When building your business, having a great product or service is
just the beginning. Communicating your company’s offerings,
solutions, and advantages is crucial for turning a good product
into a wildly successful one. But in the age of digital
communication, traditional advertising is no longer the only way
to tell people about what you offer. Connecting with your target
audience through digital media can be an incredibly powerful
asset to your brand and business – as long as you can optimize
your message and create effective, ongoing communications with
your customers.

16. 1. Articulate your marketing goal(s) and
message
 It’s difficult to be effective if you’re unsure what your goals are.
Without defining a clear message and a way to measure the
success of your communications, you’ll end up with a less
cohesive and less engaging strategy that uses up time and
resources without generating returns. Instead, practice making
SMART goals that center around a clear, direct message.

17. 2. Define and understand your audience
 Knowing what you want to say is one thing,
but knowing what your ideal customer wants
to hear is another! Research your audience
and identify what types of conversations or
solutions are important to them. Learn where
they go to find information that helps them
make decisions. Craft your messages around
your researched data to ensure you’re
investing your marketing time and budget
into communications that will get attention,
rather than falling flat amid the rest of the
market noise.

18. 3. Tell a story
 If the movie and television industry gives any
indication, people love a great story –
especially when they can identify with the
characters and conflicts. Craft your messaging
into relatable narratives that put your ideal
customer at the center of the story. Creating
recognizable situations and offering the best-
fit solution to a known problem will help your
brand establish a more intimate connection
with your audience than traditional
advertising.

19. 4. Focus your message
 Keep your eyes – and your communications – on the prize. Once you’ve
identified a key concept and message, stick to it. Creating too many
individual messages can become overwhelming to the consumer. If you have
multiple messages that you’d like to work with, consider separating them into
independent campaigns that build consistency around each message, rather
than trying to work multiple discussions or points into the same campaign
strategy.

20. 5. Create a dialogue
 One of the biggest advantages of digital marketing
over older methods of advertising is the ability to
have a conversation with your audience. A billboard
or TV commercial is a one-way communication, but
social media platforms, email marketing, and other
digital media forms allow the customers to engage
with the material and messaging. Open your
campaign to dialogue by asking your audience
questions, encouraging them to share their
experiences with your brand, or by creating an
approachable persona on your accounts. When your
customers feel connected to your brand on a
personal level, they are more likely to not only listen
to what you have to say, but to act on your offerings
as long-term clients.

21. 6-Content marketing in public relations
 Public Relations vs. Content Marketing
 Public relations focuses on engaging with and influencing your company’s
stakeholders to shape how they perceive your organization. It uses different
platforms, including social media, press releases, brochures, blogs, speaking
engagements, and more to communicate your business’ message.

22.  As a result, PR teams need to regularly create relevant content and make
sure it reaches the right people.
 Content marketing, by contrast, focuses on creating valuable and relevant
content that will attract the desired audience.
 This content may include blog posts, online articles, informative videos, case
studies, ebooks, and infographics. Of course, this content needs to be
promoted, so content marketers also use PR methods like email campaigns to
distribute and advertise their content.

23. 7- role of public relations in digital marketing
 Digital Marketing and PR Cross-Channel Integration
 While PR and digital marketing have different channels, when used in unison, PR
can elevate a digital marketing agency’s activity and vice versa. Even though they
have different deliverables, key metrics, and outcomes, they serve as a great
support to one another when cross-channel integration is implemented.
 Whether you are sharing an online PR placement through social media as a paid ad
or working with SEO to secure quality links within online PR placements, there are
numerous ways to integrate digital marketing and PR. By focusing on cross-channel
integration, you bring both your digital marketing and PR efforts to the next level!

25. SEO and PR
 The best way to drive SEO value and domain authority
is through securing high-quality links, which you can do
through a online PR effort. While SEO was not always
something that fell into the realm of PR marketing,
digital marketing and digital PR experts have realized
the important role PR plays in helping the SEO team
boost results. When a PR team focuses on online
placements, they’re able to secure links to specific
pages on client’s websites and work with SEO to decide
how to position those links and ensure solid SEO value,
thus increasing a client’s website domain authority.
Securing coverage and links on authoritative sites is not
only a great way to assist the efforts of your SEO team
but also a huge win for PR in driving brand awareness.

26. 8- Barriers to effective marketing
communication
 Barriers to effective marketing communications
 It would also be wrong to assume that the process
set out in the macro-model always works in the way
described. It is a model and, like all models, is a
theoretical construct that works in theory but when
it meets the world of practice, numerous barriers
and challenges limit its applicability. Some of the
most common barriers to effective marketing
communications include:

27. Lack of understanding of the target audience
by the sender
 The message may be encoded using
language or symbols that fail to transfer
the intended meaning to the audience.

28. Inadequate definition of required feedback
 The effectiveness of communication needs to be evaluated by the sender.
Feedback may be defined in terms of actions, e.g. visiting a website or
making a purchase. If no specific feedback is required, then research may be
conducted to assess, for example, awareness of the message.

29. Poor choice of medium/media
 Possibly because of resource constraints, or again
because of lack of knowledge of the consumers’
media habits, the incorrect medium or media
may be chosen. Media may include impersonal
sources such as television, newspapers,
magazines, etc. and personal sources such as
professional services, peer group members and
family. An important issue here is 'source
credibility', i.e. the extent to which a source is
perceived as having knowledge, skill or
experience relevant to a communications topic
and can be trusted to give an unbiased opinion or
present objective information on the issue (Belch
and Belch, 2009).

30. Consistency of messages
 Given the many potential sources of communication, it is vital that
there is a consistency of message across the various channels.

31. 9- what is integrated marketing
communications
 What is integrated marketing communications (IMC)?
 Integrated marketing communications (IMC) is both a theory and a set of
business practices that facilitate consistent messaging across channels and
produce a unified brand experience for customers. This foundational
marketing concept applies not only to advertising but to all forms of a
business’s communication. Integrated marketing focuses on creating a
consistent and positive experience for customers every time they encounter
or interact with a brand.

32. The benefits of integrated marketing
communications
 Memorability — The messages you deliver
across channels are more effective when
they are unified. The number of ads we see
per day in 2022 is up to 10,000, so we’re
more likely to remember the ones that make
a consistent impression and appear on
multiple platforms.

33.  Efficiency — With an integration plan, you can repurpose content and
streamline production and distribution schedules. Internal assets and
communications can also be streamlined. You can attach campaigns more
purposefully to larger business objectives instead of relying on scattered
and duplicated projects across departments with incompatible metrics.

34.  Loyalty — An important component of integrated marketing is
understanding and responding to customers. People like to know what to
expect. Customers keep coming back to a brand that provides a reliable
positive experience at every encounter.

35. CASE STUDY
BRAND: AIRBNB

36. What is Airbnb?
 Airbnb is a global online marketplace that
connects people looking to rent out their
properties (such as apartments, houses, or
vacation rentals) with travelers seeking
accommodations. It allows individuals to list,
discover, and book unique accommodations
worldwide, providing an alternative to traditional
hotels. Airbnb facilitates transactions, handles
payments, and provides a platform for hosts and
guests to communicate and arrange stays. The
platform offers a wide range of properties, from
single rooms to entire homes, catering to various
travel preferences and budgets. Overall, Airbnb
revolutionizes the way people travel by offering
unique and personalized lodging experiences.

37. Airbnb's digital marketing
strategies focus on leveraging
various digital channels
effectively to increase brand
awareness, reach the target
audience, and encourage users
to use the platform regularly.
Here are some of Airbnb's digital
marketing strategies:

38. Social Media Activities:
 Airbnb actively utilizes social media platforms
such as Facebook, Instagram, Twitter, and
YouTube to provide inspiring content and
share travel experiences with users.
Especially on Instagram, they enhance brand
awareness by sharing creative and visually
appealing content, including user
experiences, host stories, and travel tips.

39. Email Marketing:
 Airbnb increases user engagement by offering personalized email campaigns
with travel opportunities, recommendations, and discounts tailored to users'
interests and past travel experiences. Providing personalized content based
on users' preferences encourages regular usage of Airbnb.

40. Digital Advertising:
 Airbnb attracts new users to its platform through targeted digital advertising
campaigns. Using platforms like Google Ads, Facebook Ads, and others, Airbnb
promotes its unique offerings and experiences to potential customers,
thereby increasing brand awareness.

41. Airbnb's Public Relations Strategies:

42. Press Releases and Media Relations:
 Airbnb manages media relations by preparing press releases to announce new
destinations or special events. They establish close collaborations with travel
and hospitality media to amplify brand stories and innovations.

43. Partnerships and Events:
 Airbnb enhances brand interaction by collaborating with celebrities,
influencers, local communities, and artists. For instance, organizing events
related to Airbnb hosts or travelers strengthens brand loyalty and community
ties.

44. Crisis Management and Communication:
 During crisis situations, Airbnb implements rapid and effective communication
strategies to maintain user trust. For example, during the pandemic,
transparent communication through statements and policy updates plays a
crucial role in crisis management.

45. Let's say Airbnb is planning a launch for a new destination. Here's a scenario
demonstrating how Airbnb integrates its digital marketing and public relations
strategies:
 Digital Marketing Strategy:
Airbnb runs targeted advertising campaigns on platforms like Instagram and YouTube.
They share engaging video content that allows users to discover the unique features
and accommodation options of the new destination. Additionally, through email
marketing, Airbnb offers special discounts and early booking opportunities for this
new destination.

46.  Public Relations Strategy:
Before the launch, Airbnb prepares press releases to inform the travel and
tourism media. They strengthen local media relations by highlighting stories
about the local culture and community of the new destination. During the
launch, leading travel bloggers and influencers are invited to promote the new
destination.
You can analyze in detail how Airbnb integrates its digital marketing and public
relations strategies for a successful launch through this scenario. This example
demonstrates the strategic advantages of using digital marketing and public
relations for platforms like Airbnb.

47. BIBLIOGRAPHY
- Small Business |Advertising & Marketing|Marketing By Nancy Wagner
https://smallbusiness.chron.com/nature-marketing-communication-65709.html
- The 7 Functions of Marketing: A Field Guide By Jeff Keleher
https://www.brafton.com/blog/content-marketing/functions-of-
marketing/#:~:text=The%207%20functions%20of%20marketing%20are%20promotion%2C%20selling%2C%20product%2F,strat
egies%20to%20support%20your%20business
- Types of Marketing Communications, digital marketing, infographic designer, strategic marketing communications
student, Nikhita RS
https://www.linkedin.com/pulse/types-marketing-communications-nikhitha-r-s
- Online and Offline Marketing, Article by Jelena Relić
https://www.designrush.com/agency/ad-agencies/trends/offline-and-online-
marketing#:~:text=Offline%20marketing%20offers%20tangible%20touchpoints,reach%20and%20data%2Ddriven%20campaig
ns.

48. - 5 Tips for Effective Marketing Communication by Sales Renewal Team
https://www.salesrenewal.com/content-marketing-posts/content-marketing/5-tips-for-effective-marketing-
communication/
- How to Bridge the Gap Between Content Marketing and Public Relations, Written By Michael Jung
https://www.clearvoice.com/resources/pr-and-content-
marketing/#:~:text=Public%20relations%20focuses%20on%20engaging,to%20communicate%20your%20business'%20message.
- Digital Marketing vs. Public Relations by: Power Digital
https://powerdigitalmarketing.com/blog/digital-marketing-vs-public-
relations/#:~:text=While%20PR%20and%20digital%20marketing,cross%2Dchannel%20integration%20is%20implemented.
- https://www.open.edu/openlearn/money-business/marketing/marketing-communications-the-digital-age/content-
section-2.3
- https://business.adobe.com/blog/basics/what-is-integrated-marketing-communication-
imc#:~:text=Integrated%20marketing%20communications%20(IMC)%20is%20both%20a%20theory%20and%20a,forms%20of%20a
%20business's%20communication.

49. THANKS FOR READING THIS
STUDY!
 IF YOU HAVE ANY COMMENTS OR
RECOMMENDATION, PLEASE CONTACT ME!