1. Marketing-Oriented Public Relations and Word-of-Mouth Management
CHAPTER 18
Marketing-Oriented Public Relations and Word-of-Mouth Management
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2. Public Relations and Integrated Marcom
General Public Relations (PR)
Is an organizational activity involved with fostering goodwill between a firm and all of its various publics
Employees, suppliers, stockholders, governments, the public, labor groups, citizen action groups, and consumers
Marketing Public Relations (MPR)
Involves an organization’s interactions with actual or prospective customers
Performs an increasingly important marcom function for both B2C and B2B firms
Are more credible and less expensive in comparison with advertisements
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3. MPR versus Advertising
PR (or MPR) in Integrated Marcom
Has been the subject of much debate
Has traditionally been specialized and limited
Has credibility that can be used to introduce new products using little advertising
Works best for capturing the attention of the media when introducing new and innovative products
Drawbacks to MPR
Not all products can rely on publicity
Free publicity lasts only as long as the product is newsworthy
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4. Marketing-Oriented Public Relations (MPR)
Proactive MPR
Is a tool for communicating a brand’s merits
Is used in conjunction with other marcom tools such as advertising and sales promotions
Is dictated by a firm’s marketing objectives
Is offensively oriented and opportunity seeking
Reactive MPR
Is the conduct of public relations in response to outside influences
Provides a quick response to repair firm’s reputation, prevent market erosion, and regain lost sales
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5. Forms of Proactive MPR Product Releases Announce new products
Provide relevant information, features and benefit
Audiovisual product releases (video news releases, or VNRs) gained wide usage
Executive-
Statement (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
Feature Articles
Detailed descriptions of products or other newsworthy programs
Written for immediate publications or airing
Inexpensive to prepare
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6. Reactive MPR and Crisis Management
Addresses factors in a product’s defects and failures
Provides responses to unanticipated market events
Crisis Management
Provides quick and positive responses to negative publicity to reassure consumers and lessen the damage following negative publicity
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7. The Special Case of Rumors and Urban Legends
Commercial Rumors
Conspiracy Rumors
Contamination Rumors
Types of Rumors
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8. What Is the Best Way to Handle a Rumor?
Antirumor Campaign Activities:
Deciding on the specific points in the rumor that need to be refuted
Emphasizing that the conspiracy or contamination rumor is untrue and unfair
Picking appropriate media and vehicles for delivering the antirumor message
Selecting a credible spokesperson
© 2010 South-Western, a part of Cengage Learning. All rights reserved.