Marketing Management PR Prof. Alan Tse, CUHK copy right reserved Public Relations.

Slides:

Advertisements

Similar presentations

Advertising and Public Relations 15

Advertisements

Developing Integrated Marketing Communications

CHAPTER 16 1 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013.

18 Managing Mass Communications

18 Managing Mass Communications 1. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-2 Figure 18.1 The Five M’s of Advertising.

Marketing Management 27th of June 2011.

IMC: Public Relations, Sponsorship and Corporate Advertising

Chapter 20 Public Relations and Corporate Advertising.

An Introduction to Integrated Marketing Communications

© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Chapter 15.

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. 15 Public Relations: The Credibility Builder Key Points: What is public relations,

Principles of Marketing

Marketing Management (MKT 261)

Chapter 15 Promoting Products: Public Relations and Sales Promotion

4550: “Alternative” Media I Professor Campbell 3/1/05.

Copyright © 2004 South-Western. All rights reserved.14–1 Learning Goals Explain promotion benefits. advertising personal selling sales promotion. public.

Public Relations. Public Relations and Advertising Both are managed communications PR takes a longer term perspective PR focuses on corporate image as.

Marketing Management, 13th ed

Advertising and Public Relations Chapter Definition Advertising  Any paid form of nonpersonal presentation and promotion of ideas, goods, or.

Marketing Management, 13th ed

Ch. 17 Public Relations, Publicity, and Corporate Advertising n Public Relations – n a management function that has as its primary responsibility the.

An Introduction to Integrated Marketing Communications (IMC)

A presentation of chap 15 by EhN i t ’s good and good for you Chapter Fifteen Advertising and Public Relations.

1 Chapter 16 Public Relations. 2 The Practice of Public Relations Goal: Achieve effective relationships with various audiences to manage the organization’s.

Chapter 18 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand.

Principles of Marketing Lecture-38. Summary of Lecture-37.

PUBLIC RELATIONS AN INTRODUCTION.

MGT301 Principles of Marketing Lecture-38. Summary of Lecture-37.

Advertising and Public Relations

10-1 Chapter Fifteen Advertising and Public Relations.

MARKETING MANAGEMENT 12 th edition KotlerKeller 18 Managing Mass Communications.

An Introduction to Integrated Marketing Communications

Publicity and Public Relations Objective: Introducing publicity and public relations. In the end of this week, students will understand the importance.

Chapter 13: PUBLIC RELATIONS andCORPORATEADVERTISING13.1.

Marketing Management, 13th ed

Chapter 15 Advertising and Public Relations. Topics to Cover Public Relations – Role and impact – Tools.

IR is all about…... First Impressions are Paramount. WHY?

Sports and Entertainment Marketing Public Relations and Publicity.

Public Relations - New Finding MKT November 12, 2003 Presented by: Peter Atmali Michael Miyagishima.

Managing Mass Communications. What is Sales Promotion? Sales promotion consists of a collection of incentive tools, mostly short term, designed to stimulate.

1 Chapter 9 Public Relations. 2 Public Relations Planning Background Situation Analysis Background Situation Analysis PR Plan Objectives Strategies Execution.

Restaurant Marketing Pertemuan Matakuliah: G0424 – Hotel and Restaurant Management Tahun: 2008.

Arens|Schaefer|Weigold

Public Relations. How Public Relations is Organized All organizations are different. General Motors has 200 people working in PR, while smaller organizations.

The Nature and Types of Advertising

Chapter Fifteen Advertising and Public Relations Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Chap 16: Integrated Marketing Communications Overall objectives: Help generate _____________ Communicate _________ Promotion Tools (p. 304; 309): Advertising,

Principles of Marketing Kotler and Armstrong Insert Textbook Cover Image Chapter 15: Advertising and Public Relations Copyright © 2016 Pearson Education,

Chapter 15 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Advertising and Public Relations.

Public Relations Part 5: Integration and Evaluation Chapter 17.

WHAT IS PUBLIC RELATIONS PUBLIC RELATIONS Nobody can agree on what it is!

Tutor2u ™ GCSE Business Studies Revision Presentations 2004 Public Relations.

Marketing and Events Czech Ltd.

PUBLIC RELATIONS Anjelika Sharowskaya MN What is PR 2. Tools of PR 3. Target market 4. The types of public relations 5. Dark PR 6. Conclusions.

Course Name: Principles of Marketing Code: MRK 152 Chapter: Nine Advertising and Public Relations.

1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Public Relations, Sales Promotion, and Personal Selling.

Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Advertising, Sales Promotion, and Public Relations.

Advertising and Public Relations A Global Perspective 15 Philip Kotler Gary Armstrong Swee Hoon Ang Siew Meng Leong Chin Tiong Tan Oliver Yau Hon-Ming.

Copyright © 2016 Pearson Education, Inc Chapter 20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public.

Advertising and Public Relations

MARKETING MANAGEMENT 12th edition

Marketing Management, 13th ed

Chapter Number Thirteen Public Relation

Marketing Management, 13th ed

Public Relations A broad set of communication activities used to create and maintain favorable relationships between an organization and various public.

Public Relations.

Chapter Number Thirteen

UNIT 12 PUBLIC RELATIONS Copyright  2010 Qinghua University Press

Presentation transcript:

Marketing Management PR Prof. Alan Tse, CUHK copy right reserved Public Relations

Marketing Management PR Prof. Alan Tse, CUHK copy right reserved Learning Objective Discuss the role of public relations in the promotional mix. 5 5

Marketing Management PR Prof. Alan Tse, CUHK copy right reserved Topics 1.Introduction 2.Marketing PR 3.Major Tools 4.Large PR 5.Companies in HK 6.References 5 5

Marketing Management PR Prof. Alan Tse, CUHK copy right reserved 1 Introduction Institutional advertising. Activities include press relations, product publicity, corporate communications (eg. annual reports for promoting understanding of the organization), lobbying and provision of counseling services to management about public issues and company image.

Marketing Management PR Prof. Alan Tse, CUHK copy right reserved 1 Introduction Employee and investor relations. Crisis management. PR is particularly important to big companies that are inevitably easily involved in public affairs and politics. E.g. Jardine Matheson shifted its registered office to Bermuda in 1984.

Marketing Management PR Prof. Alan Tse, CUHK copy right reserved

Marketing Management PR Prof. Alan Tse, CUHK copy right reserved

Marketing Management PR Prof. Alan Tse, CUHK copy right reserved If a company develops an interesting story, it could be picked up by all the news media and be worth millions of dollars in equivalent advertising. Furthermore, it would be more credible than advertising. Glass, china, and reputation are easily cracked, and never mended well - Benjamin Franklin. "Hello, I'm the computer. So far, nobody else knows that you haven't settled this bill, but if you don't pay within a month, I'll tell a human being." ProfNet. 1 Introduction

Marketing Management PR Prof. Alan Tse, CUHK copy right reserved 2 Marketing PR Marketing PR looks at the cooperation between marketing and public relations. PR can assist in the launch of a new product, in consumer education, in repositioning of a mature product, in influencing specific target groups, in defending problems that have encountered public problems and to build the corporate image in a way that projects favorably on its products.

Marketing Management PR Prof. Alan Tse, CUHK copy right reserved 3 Major Tools News 1.PR can create events or activities that are interesting to the public. 2.The PR director must have good relationship with the media and understand what they require. Speeches, news conference, seminars, outings, exhibitions, competitions, anniversaries etc.

Marketing Management PR Prof. Alan Tse, CUHK copy right reserved 3 Major Tools Corporate philanthropy eg. McDonald’s “More than Half Million Meals to Rescue & Recovery Teams.” in the aftermath of Sept 11. Do you like companies making ads on tragic events?

Marketing Management PR Prof. Alan Tse, CUHK copy right reserved Cause-related marketing: linking purchases to fundraising for worthwhile causes. Annual reports, brochures, newsletters etc. Audio-visual material. Corporate identity media like logos, stationery, signs, business cards, uniforms, buildings etc. Internet presence sites. 3 Major Tools

Marketing Management PR Prof. Alan Tse, CUHK copy right reserved 4 Large PR Companies in Hong Kong 1.Burson Marsteller: 2.Hill & Knowlton Asia: 3.Citigate Dewe Rogerson: 4.Edelman Public Relations Worldwide: Forrest International: 6.Ketchum-Newscan Public Relations: Ludgate Asia: 8.Ogilvy Public Relations Worldwide: 9.Rowland Company: