The document discusses the relationship between public relations and marketing. It states that both focus on consumers and customers, and their programs can affect each other's success. However, public relations focuses on building relationships with all stakeholders, not just consumers, while marketing primarily targets consumers. The rise of integrated marketing communications (IMC) is discussed, which takes a consumer-focused approach using various media to build relationships with individuals. IMC follows the same process as public relations and marketing but coordinates advertising, PR, and other communications.

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. 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. Chronological of PR Marketing

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. 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. 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. 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. 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. Public Relations, Advertising and
Marketing
“Not all advertising is marketing; nor is all public relations marketing”

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. 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. 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. 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. 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. 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. 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. References
• David W. Guth, Charles Marsh (2012), Public Relations
A Values-Driven Approach, Pearson Education