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Marketing Public Relations: Principles

and Practice (2012/01)

Lecture 9

Research in MPR Planning and the

Way Ahead

Developed and Presented by

Roy Ying, Msc., B.Comm.

Note: Pictures used in this power point file

is for academic Purpose only

DA010 - Professional Diploma in Public Relations - COMM6026EP

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How PR mixes with Marketing

Let’s look at the following activities:• (a) Corporate advertising

• (b) Salesforce and channel communications, trade shows, packaging, direct marketing, sales promotions

• (c) Distribution, pricing, new-product development

• (d) PR - Investor relations; community relations; employee communications; public affairs/government relations; most media relations; crisis communications and corporate identity; executive communications; charitable contributions

• (e) Product publicity; brochures and other collateral materials; parts of media relations, crisis communications and corporate identity; sponsorship

• (f) Traditional mass-media advertising

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Objective is to bring “d” closer

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Role of PR in Marketing

• In the part of marketing communications, PR is

focused on marketing materials, especially

publicity in order to send a consistent message

to the different consumers.

• As brand and relationship building lies in PR,

marketing can only be successfully performed

when both functions are integrated.

• In MPR, the role of PR follows marketing

functions focusing on consumers’ perception on

the company’s products and services.

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Marketing Public RelationsMarketing Public Relations

• Dictated by a

company’s marketing

objectives

• Offensively oriented

and opportunity

seeking

Proactive MPR Reactive MPR

• The conduct of

public relations in

response to outside

influences

• Attempt to repair

company’s

reputation, prevent

market erosion, and

regain lost sales

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Proactive MPRProactive MPR

Product releases

Executive-statement

Feature articles

Proactive MPR Widely used forms

of publicity in MPR

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• Announce new products

• Provide relevant

information, features and

benefit

• Audiovisual product

releases (video news

releases) gained wide

usage

Proactive MPRProactive MPR

Product releases

Executive-statement

Feature articles

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• News releases quoting

CEOs and other

corporate executives

• May address a wide

variety of issues

• Published in the news

section

• Carry a significant

degree of credibility

Proactive MPRProactive MPR

Product releases

Executive-statement

Feature articles

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• Detailed descriptions of

products or other

newsworthy programs

• Written by a PR firm for

immediate publications or

airing

• Inexpensive to prepare

Proactive MPRProactive MPR

Product releases

Executive-statement

Feature articles

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Reactive MPRReactive MPR

• Product tampering

cases -Tylenol and

Sudafed

• The Perrier case

• The Pepsi Hoax

• Rumors

Negative publicity

cases

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10 considerations for MPR

• MPR Planning and Management: The company has to plan the following factors; who is the target consumer; what are MPR strategies needed to be used; what are MPR objectives, what is the procedure of MPR; and what are the goals. Without planning and management, it can bring complications and failure to the company.

• Media Relations: Can provide more convenience and comfort to the business in terms of the organization’s publicizing. Success and failure of the organization partly depends on media relations. Thus, many companies arrange media activities such as media visits and media parties.

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8 considerations for MPR

1. Producing Publicity: The main vital role of MPR is to release PR news to the media. The public obtains more knowledge and shows a more optimistic attitude towards the organization. In the same time, it can prevent rumours, in caseof a crisis that threatens the organization.

2. Corporate Communications: The companyneeds to consider how to manage and communicate to internal and external people.

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8 considerations for MPR

3.Producing Publications: There are two kinds of

publications: internal and external. The internal

ensures unified message across organization.

The external tries to engage the target audience

to subscribe to your story.

4.Lobbying: Is relevant to the community and

media relations for the purpose of creating

goodwill and easy negotiation in the future.

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8 considerations for MPR

5. Crisis Management: In an emergency case, anincredible crisis, for example, a plane crash or an underground collision. To control such a radical issue, a crisis communications plan is required.

6. Research and Analysis: Is the process offinding facts and analyzing data in order to plan MPR activities in achieving credible objectives.

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8 considerations for MPR

7.Marketing Public Relations Audience:Knowledge and realization toward the target consumer. However, an opinion leader can facilitate more convenience and comfort.

8. Implementing MPR activities: MPR consists of many activities, thus, in order to achieve the expected goals, the company has to create synergized MPR activities, and to develop talent in managing these activities in achieving both MPR and corporate objectives.

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MPR Communication ProcessMPR Communication Process

• No longer a one-way traffic. The sender gives up control of the message.

Organization Message Media

Revised

Message

Customer/Public

Feedback 1 (media)

Feedback 2 (public)

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The way forward

Future

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June 25, 2010 18

2000

46% of adults use internet

<5% with broadband at home

<22% watch video online

53% own a cell phone

0% connect wirelessly

<10% use “cloud”

0% = tech social networkers

THEN: slow, stationary connections built around my computer

The internet is the change agent Then and now

2010

79% of adults use internet

66% have broadband at home

>55% watch video online

82% own a cell phone

59% connect wirelessly

>two-thirds use “cloud”

48% = tech social networkers

NOW: faster, mobile connections built around outside servers and storage

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August 3, 2010 19

Media ecology – now (information

age)

Product Route to home DisplayLocal storage

cable TiVo (PVR)VCR

TV stations DSL TVSatellite radio player

Info wireless/phone radioDVD

“Daily me” broadcast TV PCWeb-based storage

content books iPod /MP3server/ TiVo (PVR)

Cable Nets broadcast radio stereo

Adapted from Tom Wolzien, Sanford C. Bernstein & Co

45% of adults own DVRs –up from 3% in 2002

55% of adults own laptops –up from 30% in 2006

42% of adults own game consoles

3% of adults own tablet computer - iPad

4% of adults own e-book readers - Kindle

46% of adults own MP3 players –up from 11% in 2005

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The way forward….

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What’s important in 2012?

– Digital first strategy

• More expansive, but less expensive.

– De-centralizaton of social media

• No longer want to control a core message

– I get by with a little help from my friends*

• Find the crowd to tell their stories related to us.

– Brand news world**

• The brands become thought leader which is considered credible in the industry.

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What are the key messages?

– Going online, offline and back online again***

• Connecting digital and physical world.

– Come out and play****

• Engage your audience (or maybe even media) to play games on mobile.

– Life on the go…mobile*****

• Convenience, relevant context, and fun.

– Augmented reality******

– Content is king, but it’s people’s kingdom******

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* Getting help from friends

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**Be the thought leader

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***Get online / offline / online

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****Let thhem play

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*****Mobile

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******Augmented reality

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It’s about people (not you)*******

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In close, may I leave you with…..

• 10 Tips as PR practitioners

• Your personal professional image is just as important as your employer’s.

• These are not text book theories, but what I feel are important for you.

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1. Plan your media activities wisely

• Select just one product or service you want to launch or an activity at anyone time.

• If you do have several announcements, set your timingbased on the following categories of story that fit with the way most media outlets approach their editorial planning:– Event announcements

– New products or services

– New business wins

– New partners

– New appointments

– Contests, giveaways

– Customer case studies

– Research results

– Human interest (opinion, personal stories)

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2. Know your company, and your

internal policies well

• It’s PR 101.

• When you start any new PR job, you should be a

position to produce or influence the following:

– Corporate profile (broiler plate)

– Top management profile (bio)

– User friendly website(s)

– Annual report (even if you are not a listed firm)

– Media engagement protocol

– Corporate branding policies

– Budget allocations

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3. Align PR objectives with the

company’s business objectives• List and clarify the objectives or benefits you hope to

gain from your media campaign. By writing these down you are also beginning to formulate your MPR activity. Objectives could include:– Increased sales

– Brand building - local, national, international

– Raising profile of your company CEO or other individual as an expert

– Attracting investment or pre-float publicity

– Attracting members or support to your cause

• Or else, you could be spending resources yet not sure whether you are delivering a good job.

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4. Identify Your Target Customer

Markets• Before you decide what MPR activities to conduct or

even select the media you want to approach, you need to understand your end customers.

• Who are your customers or the influencers you hope to reach with your publicity and promotional activities? These could be direct customers, business partners, business associations, government agencies, politicians, board members, etc.– How old are they?

– Where are they located?

– What do they for a living?

– What do they do in their spare time - hobbies, entertainment?

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5. Know How to Pitch Stories and

Increase Press Coverage

• Build and maintain a media list

• Know your editors

• Put their deadlines on your diary

• Position yourself as credible source of information

• Create regular networking opportunities

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5. Know How to Pitch Stories and

Increase Press Coverage

• Develop "champions" - high-profile individuals benefiting from your product or service.

• Monitor the press for opportunities to respond to reported issues that allow you to talk about your own business.

• Monitor speaker opportunities and other editorial/seminar opportunities - then send a press release about them!

• Follow up your press release by phoning journalists directly - this is by far the best way toensure placement.

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6. Integrate your social media

presence with your employers’• Be strategic - ask yourself where your target audience is,

and what you want them to know about you.

• A personal blog is almost a must. It could simply be a number of micro-blogs, but make sure the content you prepare is compatible on facebook, twitter, weibo and google +.

• Social media is where you could groom yourself as a virtual spokesperson by interacting with online traffic.

• Be prepared to spend time because once you start, there is no way to remove yourself out of it.

• An official social media protocol must be developed for staff at all levels to comply, including the board members.

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7. Learn how to manage MPR activities

And do the following based on your level of resources:

• Start some social media pages: blogs, Facebook, Weibo

• Enter awards

• Fairs, field days and exhibitions pertinent to your industry

• Advertorials - whereby you pay the advertising department for the space for your editorial-style stories

• Noticeboards – physical and virtual….anywhere your customers hang-out

• Public speaking opportunities in front of your target customers or influencers

• Networking – your own or participate in someone else’s

• Sponsorships – get in front of your target customers

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8. Train yourself to be PR savvy

• You are the PR consultant to your bosses and

major stakeholders. They look to you for

professional advices. It’s important that you at

least appear to be:

– Expert public speaker

– Media interviewer

– Event manager

– Communicator

– Conversant in all public affairs related to the company

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9. Be in the circle

• The world of PR is changing, so please keep yourself up to date.

• The best way is to keep in touch by:– Going to school;

– Joining a professional institution;

– Getting connected on LinkedIn’s PR groups;

– Reading a book, or

– At least watching some youtube video on PR…

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10. Learn upward management

• It is not easy, but remember, you are the PR expert, not them.

• As long as there is a mutual trust and they know that you are helping them deliver corporate objectives, it is possible to influence their decisions.

• Your best strategy is to try to align your MPR objectives perfectly with corporate business objectives so you boss has a vested interest in your success.

• On a tactical level, you may offer training to your bosses so that they understand the constraints in the media and PR landscape.

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GOOD LUCK

Remember what Steve Jobs said:

“Stay Hungry!”

I hope you all can stay hungry for more…