Public Relations and Marketing Copyright © Allyn & Bacon 2003 Chapter 13 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

Why Study Marketing? Marketing focuses on consumers –as does consumer relations (or marketing public relations), part of public relations. Public relations programs can affect marketing programs—and vice versa. 21st-century marketing seeks to build relationships—just like public relations. Copyright © Allyn & Bacon 2003

The Decline of Mass Marketing Professor E. W. Brody notes that … –mass media continue to proliferate; –audiences continue to fragment; –new uncontrolled media are supplanting old media; and –media that target individuals with personalized messages are growing in number and effectiveness. Copyright © Allyn & Bacon 2003

An Alternative to Mass Marketing Consumer-focused marketing –Best known form is integrated marketing communications (IMC) Copyright © Allyn & Bacon 2003

Integrated Marketing Communications IMC practitioners... –focus on individual consumers; –use databases to store information on individual consumers; –send well-focused, individual messages through a variety of consumer-preferred media; and –use interactive media, constantly seeking information about consumers. Copyright © Allyn & Bacon 2003

Consumer Focused Marketing Besides IMC –database marketing –relationship marketing –customer relationship management –integrated brand communication Copyright © Allyn & Bacon 2003

Three Pillars of IMC Advertising: the use of controlled media in an attempt to influence the actions of targeted publics. Copyright © Allyn & Bacon 2003

Three Pillars of IMC Marketing: the process of researching, creating, refining, and promoting a product or service—and distributing that product or service to targeted consumers. Promoting includes sales promotions, personal selling, direct marketing, and more. Copyright © Allyn & Bacon 2003

Three Pillars of IMC Public relations: the values-driven management of relationships between an organization and the publics that can affect its success. Copyright © Allyn & Bacon 2003

Three Pillars of IMC Each discipline follows a process of research, planning, communication, and evaluation. Public relations is not a subset of marketing. Copyright © Allyn & Bacon 2003

Impact of Consumer Focused Marketing on Public Relations Use of new technologies, including databases Mergers of advertising agencies and public relations agencies Continuing education for marketing public relations practitioners Copyright © Allyn & Bacon 2003

Impact of Public Relations on Consumer Focused Marketing Breaking down publics into smaller units Importance of two-way communication Selection of communications media based on preferences of targeted publics A willingness to consider changing our own behavior Copyright © Allyn & Bacon 2003

Differences between Public Relations and Marketing Marketing focuses primarily on only one public: consumers panel of experts: –Public relations and marketing are “separate and equal, but related functions.” Copyright © Allyn & Bacon 2003

A Closer Look at Marketing The Four P’s –Product –Price –Place –Promotion –Public relations? Consistency of marketing-mix messages? Copyright © Allyn & Bacon 2003

Marketing Public Relations Marketing public relations focuses on building relationships with consumers. Traditional tactics include –product or service-oriented news releases, media kits, video news releases, and news conferences; –spokesperson appearances; –special events; –satellite media tours; and –displays at trade shows. Copyright © Allyn & Bacon 2003

A Closer Look at IMC Replacement of the Four P’s by the Four C’s: –Product has become Consumer wants and needs; –Price has become Consumer’s cost; –Place has become Convenience to buy; and –Promotion has become Communication. Sending one clear message through a variety of media Copyright © Allyn & Bacon 2003

How IMC Works Professor Tom Duncan’s IMC audit: –analysis of communications network; –identification and prioritization of stakeholders; –evaluation of organization’s consumer databases; –content analysis of all messages; and –assessment of organizational attitudes toward IMC. Copyright © Allyn & Bacon 2003

Matthew P. Gonring describes … Creating an IMC Campaign Create shared performance measures. Use databases and issues management to understand stakeholders. Identify all contact points for the company and its products. Create plans for each local market. Copyright © Allyn & Bacon 2003

Matthew P. Gonring describes … Creating an IMC Campaign Create compatible themes, tones, and quality. Hire only team players. Link IMC with management processes. Copyright © Allyn & Bacon 2003

Problems with Consumer Focused Marketing Jealousy, or “turf battles” Increasing complexity and cost of technology Growing concerns for consumer privacy Excessive focus on consumer values –at expense of company values Copyright © Allyn & Bacon 2003