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The Importance of Public Relations in Marketing
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I. Introduction
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The long-believed theory “Make a better mousetrap and the world will beat a path
to your door.” does not work as well as before. Today’s market competition is a kind of
attention competition, the competition of relations, the consumer loyalty competition,
the will of the people competition, and the propaganda competition. To survive and
succeed in the severely competitive market, corporations must try to obtain attention,
interest, understanding, and support of public, and public relations comes to be the
magic tool. Public relations becomes a basic department in corporations and even
developed into a rising industry devoted to upgrading the public image of corporations.
However, many corporations haven't recognized the power of public relations, which
does a lot of harm to corporations. This article is written to draw corporations' attention
to public relations and it analyzes how public relations can influence corporations in
marketing from different perspectives.
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II. Definitions
2.1 The Definition of Marketing
What is marketing all about? Most people including some business managers may
say that marketing simply means “selling” and “advertising”. However, it is never the
case. Marketing is more than selling and advertising.
The American Marketing Association defines marketing as “the process of
planning and executing the conception, pricing, promotion, and distribution of ideas,
goods, and services to create exchanges that satisfy individual and organizational
goals.” (Belch and Belch, 2001:7)
Attempts to define marketing are frequently conflicting and diverse. Some
definitions divide marketing both in micro and macro perspective; others offer
it ………………………………………
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regarding various public, and be instrumental in determining product name, style,
and package， deciding how and where a product or service will be offered to the
consumer ， deciding the affordable price and gather information regarding the
吉林华桥外国语学院毕业论文用纸
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customer's opinion on the products or service as well as the corporation.
4.3.2 In Supporting Crisis Management
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A coin has two sides, so does public relations. It can aid a corporation while it can
also drag it into a disastrous situation. Regardless of the magnitude of a situation, every
crisis requires a process for swift, smooth communications to protect corporate
reputation through effective issues management. Without adequate public relations, the
resulting consequences can range from inaccurate information going out to the public to
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As a two-way communicator and problem solver, public relations serve as a
powerful tool in preventing and addressing crisis by articulating and influencing public
opinion, anticipating conflicts and resolving disputes. ……………………Here is a classic
example of how a crisis can be turned into an opportunity by properly using public
relations.
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After Burger King ran a promotion giving away pokemon toys packaged
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inside a plastic ball, the company was shocked when it was reported that a baby
suffocated and another child nearly died (half of the ball package had been placed
over the mouth and nose of each victim). The company responded by recalling the
ball packages (not the toys themselves). To encourage people to act, Burger King
gave a free order of fries to each person who returned a ball package. At the time
of the recall, the company had distributed over 20 million of the Pokemon toys.
The recall, which was announced in a full-page USA Today ad, was not only a
responsible thing to do, but also a smart marketing move because it generated
considerable publicity and motivated families to visit their local Burger King once
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again. (Duncan, 2002:557-558)
V. Conclusion
People act according to their perception of facts. Marketing is working to change
people's purchasing behavior and public relations is the coordinator to change people's
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Bibliography
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[1]
Arens, F. William. Contemporary Advertising. London: McGraw-Hill, 2002.
[2]
Baran, J. Stanley. Introduction to Mass Communication. London: McGraw-Hill,
2004.
[3]
Belch, E. George. and Michael A. Belch. Advertising and Promotion. London: Mc
Graw-Hill, 2001.
[4]
Braskin, Otis. Graig Aronoff and Dan Lattimore. Public Relations. London:
McGraw-Hill, 1997.
[5] Crain, Rance. Marketers Look at New Ideas, and PR Becomes the “Closer”.
Advertising Age, 2002:15.
[6]
Duncan, Tom. IMC: Using Advertising and Promotion to Build Brands. New York:
McGraw-Hill, 2002.
[7]
Murphy, Tom. PR Opinions.http://www.natterjackpr.com, 2004-3.
[8]
陈纯莹.“论现代营销中‘第 6P’─ 公共关系的妙用”.《琼州大学学报》，
2006，13（1）：16-18.
[9]
菲利普·科特勒等著.《亚洲营销管理》.北京：中国人民大学出版社，2004.
[10] 付德铭，王世波.“浅析市场营销中的公共关系”.《齐齐哈尔师范高等专科
学校学报》，2005，（1）：68-69.
[11] 苏亚民等著.《现代营销学》.北京：中国对外经济贸易出版社，首都经济贸
易大学出版社，2002.
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