Download Marketing Public Relations (MPR): what is it?

The nature of MPR
•MPR is part of PR activities to support
several marketing’s purposes.
•MPR is included to marketing department.
•The term of MPR related with Mega
Marketing (4 Ps+PR+Power) concept coined
by Kottler.
4 Ps Æ 4 Cs
y
y
y
y
y
y
Product Æ Customers
Place
Æ Convenience
Price
Æ Cost
PromotionsÆ Communications
PR
Power
PR Vs Marketing
PR
Marketing
The Institute of Public Relations
(IPR) states:
‘Public Relations practice is the
deliberate, planned and sustained
effort to establish and maintain
mutual understanding between an
organization and it’s public’.
Kotler: knowledge and art of
exploring, creating, and delivering
values to satisfy target market needs
to take profits.
Image building
Increasing products selling
MPR Vs CPR: Both are quite different!
MPR Vs CPR
MPR
CPR
Giving educations about products to
consumers
Government relations
Products launch
Community development
Brand building
Media relations
Customer service building
Opinion leader relations
Helping media in testing the products
Employer relations
Persuading media and society to watch the Shareholders relations
production process
y
y
y
y
PR does its functions to support marketing programs
Advertisings convey the brand to the customers then
PR maintains it in customer’s minds
Ads send messages about the products as quick as
they can while PR is slowly but sure
Marketing objectives that might be aided by PR
activities include raising awareness, informing and
educating, gaining understanding, building trust,
giving consumers a reason to buy, and motivating
consumers acceptance.
MPR : Reactive & Proactive Reactive
Proactive
Unanticipated market developments may
make a company needs reactive MPR.
The role of proactive MPR is introducing
new products or revised products to
particular area.
Proactive MPR uses publicity to improve
brand equity within two ways (1) trough
brand awareness (2) adding brand image
trough strong and favorable brand
association in consumers’ mind
MPR activities
Article reprints
y Trade shows
y Spokespersons
y Special events
y
Advantages of using MPR:
y It
is a cost effective way to reach the
market
y It is a highly targeted way to conduct
PR
y It breaks trough the clutter
y It achieves credibility
y It circumvents resistance to sales
efforts