PUBLIC RELATIONS, MARKETING AND RELATED DISCIPLINES Samuel Tagayun-Ramos, Jr., MCM

 How does public relations relate to and fit with digital marketing, advertising, and sales promotion?

Marketing  Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability. (The Chartered Institute of Marketing, CIM)

What is Marketing Mix?  In the early 1960s, Professor Neil Borden of Harvard Business School identified for elements:  1. Product 2. Pricing 3. Promotion 4. Place or (distribution)

Is it 7 Ps now?  5 People  6 Process  7 Physical evidence

3 new Ps for the 21 st century  8 Personalization  9 Participation  10 Peer-to-peer

Marketing, communications and customer-relationship management  The decision-making process-whereby a prospect becomes a customer-companies five main stages, moving from awareness through to buying, and then liking and remaining loyal to a company, product or service. Marketing and communications work hand in hand at each of these stages:  1. Realization  2. Information search  3. Evaluation of alternatives  4. Purchase  5. After-sales experience

Cause-related marketing  Increase awareness, raise the profile and enhance the image of the organization, brand or service.  Increase goodwill and understanding.  Demonstrate social/ethical responsibility  Improve relationships with current stakeholders  Increase awareness among potential customers  Gain competitive advantages/increase sales  Boost employee morale

Objectives for the good cause might be to:  Gain stature by association with a well-known organizations or brand;  Draw public attention to and increase awareness of the cause;  Raise funds.

Sponsorship  Sports  Arts  Broadcast  Online  publications

When budgeting for sponsorship  Time costs-negotiation time, project management tiy me;  Stand and display costs-design, build, erection, management and strike at every event;  Staff costs-salaries, temporary staff, uniform/costume; expenses, travel, accommodation and subsistence.  Product costs-microsite and social network management, TV, Radio, press, advertising, direct mail, posters.  Research costs-for post-sponsorship evaluations.

Advertising

Product Placement

Marketing through other channel

Integrated public relations  Leadership  Cooperative team approach  Strategy and planning  Being creative

Use public relations as part of the marketing mix to:  Enhance other marketing and promotional activity;  Reach targets who may be difficult or uneconomic to reach via other techniques.  Reach targets face-to-face via seminars, events, displays, awards scheme and ceremonies, demonstrations, presentations, etc.  Provide vehicles for more detailed messages or to present products in an unusual setting.  Provide sampling and trial opportunities,  Solve a particular short-term problem related to a product or service.