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The specifics of PR L 11 Ing. Jiří Šnajdar 2016 The specifics of PR in political marketing Political Marketing Tactics we vote what is based on the policy, each candidate puts forward before an election, the votes we and many of others place are shaped by carefully targeted and highly optimized political marketing campaigns. From meeting appearances to direct mail leaflets, a wide variety of techniques are used to influence public opinion of a political party, policy or candidate. Before they start marketing party or candidate, is needed to prepare a public relations strategy. The most important aspect of any political campaign is the narrative. The narrative is the story behind a candidate – their history, their beliefs, their personality and all of the traits and characteristics that make them worth voting for. Barack Obama’s narrative, was that of a political outsider whose fresh approach and focus on creating real change would transform politics. Each of the candidates’ narratives shaped every other aspect of their political marketing. Crafting a narrative that their voter base can relate to is one of the most important elements of running a political marketing campaign. A good narrative needs to be believable and relevant to the audience whose support they campaign for. Creating a narrative is a branding strategy not unlike the tactics used by companies such as Nike and Apple. Instead of a product or company becoming a brand, a party or political candidate becomes a marketable brand that people can relate to. Social media marketing in political marketing Social media is one of the most effective platforms for raising awareness of political issues, encouraging people to vote, and promoting political candidates. Since social media is primarily used by young people, it’s a great platform for energizing a voter demographic that’s typically uninterested in mainstream politics. Political marketers use a variety of strategies to connect with potential voters using social media. These techniques range from honest and direct – such as operating an independent Facebook page – to misleading, dishonest and manipulative. The most effective ways to generate support for a particular candidate using social media is to building a Facebook Page for the party or candidate. This allows a political marketer to reach thousands – many of potential voters using status updates, messages and event invitations. Negative campaigning political marketing Winning an election requires your candidate getting more votes than their closest competitor. There are two ways to achieve this: bring attention to the good things your candidate will do, and bring attention to the bad things their competitor will do. Negative campaigning is a form of political marketing that focuses on convincing voters not to vote for your candidate’s competitor. While negative campaigning might seem dirty and improper, it has a wide range of benefits. Since negative campaign is targeted towards those likely to vote for your competitor, it can sway these voters into changing their mind and shifting over to your candidate’s side. Negative campaigning usually takes the form of television ads, newspaper columns, political debates and direct marketing. Social media is increasingly being used as a negative campaigning platform. Direct mail marketing in political marketing Although social media and television are the best platforms for connecting with the younger generation of voters, many people still respond very well to old-fashioned direct mail marketing. Brochures, leaflets, short form manifestos and other direct mail documents are all excellent tools for persuading people in a particular geographical area to vote for a certain candidate, party or policy. The direct mail is geographically targeted, it’s an extremely powerful marketing tactic for energizing a voter base prior to a local mayor or council election. With the right amount of leaflets, and public rallies, towns and boroughs can swing election results and give your party or candidate a significant advantage. The direct mail marketing needs to reinforce the narrative you’ve created around a party, policy or candidate. It needs to focus on your benefits, your strategies for improving the community. Media and public relations in political marketing Old media platforms such as television and radio attract massive audiences, making them valuable tools in any political marketing platform. Being able to organize radio and TV appearances is one of the most important tasks of any political marketer. Connecting with media insiders might seem difficult, but it’s surprisingly easy once you start thinking of media companies as groups of individuals instead of monolithic entities. Are you completely new to the world of television, radio and print media? Learn the secrets to connecting with journalists. How can you become a political marketer? Becoming a political marketer isn’t simple, but it’s far from impossible. Bridging the gap between marketing and politics requires a deep knowledge of political systems and the marketing. The Role of a PR in Fashion The fashion public relations representative creates a buzz about the latest designs. The fashion world is dependent on creating trends that attract and retain the attention of a clothesconscious public. The role of a public relations representative in this industry is critical because she puts the face of her client companies out in the world. This person is responsible for marketing the latest fashions in a creative way, creating a buzz among influential journalists and bloggers. Consolidate Press Relations Promoting a fashion business is the number-one goal of a public relations representative in this field. This involves working with editors who will write articles about the company for leading fashion magazines. It takes a business-oriented mind as well as an interest in fashion to create the materials necessary to get your company's name in the media. Building a Brand Good public relations representatives must strive to keep their promotions consistent by never sending out a mixed message. For example, if your company's line is geared toward professional dress, you want to create professional-styled events that will attract customers interested in that niche. Communicating the Message Fashion public relations specialists spent much of their time in interactions with company staff, including designers and marketing executives, as well as with vendors and customers. The public relations specialist encourages key buyers to carry the fashion line or promote it at events. Good communication skills are essential. Handling Complaints Fashion public relations representatives also can expect to handle complaints on a frequent basis. They may have to calm customers regarding incorrect or late shipments, damaged merchandise or other misunderstandings. They should be ready to smile, listen and cheerfully resolve complaints so that the customer gets his satisfaction. The automotive industry If you want to compete in this industry you need marketing that is brilliantly conceived and executed. The new vehicle, the strength of the whole is only as good as its weakest component. It is vital that every part of your marketing campaign is based on a robust strategy and is consistently, professionally and creatively delivered, so that you get noticed in amongst the noise generated by your competitors and successfully get your messages across. „It is the unique combination of our knowledge of the industry, our experience at working with clients from all corners of it and our proven skills throughout the full range of marketing services that make us so effective at providing exactly this.“ The fully-integrated range of marketing communications services, providing everything an automotive industry business needs to raise its brand, package its products and services and define its audiences. This strategic foundation is what paves the way for the effectively implemented campaigns. Succeeding not just in getting messages to audiences, but generating the positive perceptions that directly influence their behaviour. What do you see as the most pressing issue facing automotive communicators from an evaluation point of view? (UK CEO, Richard Bagnall) I’m not sure that there’s an issue for the automotive sector that’s different from any other to be honest. Right across the industry the issues are largely the same. We live in the age of accountability. We have to prove our value in a meaningful and credible manner. We need to allocate resources appropriately and we need to be efficient at all times. What can the automotive industry learn from other sectors in terms of PR measurement? The automotive clients that I’m working with are doing some of the best work that I have come across. Many are following the classic best practice approach which can’t be improved upon: First – ensure you understand the goals of your organization; align your communications goals against these. Then plan your communications objectives by asking yourself what success looks like – what are the targets? It’s important to do this at the planning stage before the campaign, not afterwards. Then measure the metrics that matter working through from the key outputs to outtakes to outcomes. Finally feed the intelligence gained back into the planning stage for the next campaign. Don’t be afraid of the things that didn’t work – good measurement isn’t only for the successes, but is a strategic tool to be used to improve efficiency in all cases. Is the value of Twitter over-rated as a communications tool? No, not at all. Twitter has changed the face of modern day communications providing a fast conduit to real time information. It has made the risk of reputational damage from near realtime information exchange very real, but has also brought about great opportunities too. Personally, I find it an incredibly useful tool keeping me up to date on a variety of different subjects from work to news, sport, and hobbies. PR achievements from another century Specifically, from the late 1700s and the American Revolution. (Burson) The founding fathers such as Samuel Adams and Thomas Jefferson as models for today's PR profession. Burson's remarks are not simply patriotic—they constitute sound professional advice. An independent United States breaking free from Great Britain was a concept that had to be sold to the colonists and their foreign allies. And as with any significant selling proposition, it took public relations to pave the way. In today's PR profession, we practice and refine techniques to gain attention, establish credibility, and win commitment. Methods to move mass audiences that are precious in modern America were vital in early America as well. The founding fathers counted many PR masters among their ranks, including early-adopter genius Samuel Adams, revolutionary white paper author Thomas Paine, and the creator of America's greatest press release, Thomas Jefferson. The Product-Launch Press Release: Thomas Jefferson and the Declaration of Independence The Second Continental Congress, conveying an inspiring but simple message: the United States is now an independent nation, ready for full investment of men, arms, money, and loyalty. American independence—the "product"—with two crucial publics: the American populace and foreign powers. These paralleled the modern business publics of consumers and investors respectively. Consensus regarding a complete break with Great Britain was uncertain. American leaders knew that the intervention of foreign powers was essential to validating and achieving independence. France and Spain, historical adversaries of Great Britain, were natural allies for America. "Without the aid of France the colonies could not long wage war against Great Britain; and to obtain the aid of France they had to make it plain to her that they were fighting for independence and not reconciliation." Delegate to the Second Continental Congress Robert Henry Lee proposed a resolution that the colonies were independent, absolved from all allegiance to the British Crown. A committee of five was assigned to draft the pending declaration. With Benjamin Franklin, the other noted author on the committee, battling gout, Thomas Jefferson became lead writer of the document, a move facilitated by fellow committee member John Adams. Jefferson's preface contains the most memorable language. In the later tradition of the press release, it is an introduction that quickly captures the reader. Jefferson disavows the long-standing notion that God's will made people the unquestioning subjects of a monarch. To substantiate the introduction's revolutionary concepts, Jefferson speaks in absolutes, announcing truths that are "self-evident." He insists that the people themselves are the source of a government's power: We hold these Truths to be self-evident, that all Men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty, and the Pursuit of Happiness—That to secure these Rights, Governments are instituted among Men, deriving their just Powers from the Consent of the Governed... The Declaration of Independence confirmed the United States could conduct business on all levels with other nations. France and Spain could now risk confrontation with Great Britain. After approving the Declaration of Independence on July 4, 1776, the Continental Congress ordered copies printed and distributed throughout the country. Legislatures, assemblies, and committees received it. Commanders in the Continental Army used copies to raise troop morale. After New York's colonial assembly gave approval to the Declaration of Independence on July 9, General George Washington called army brigades to order to hear "the United Colonies of America" declared "Free and Independent States." The document appeared in newspapers and was produced as a broadside—a large sheet printed as a notice. Public readings were encouraged. On July 26, 1776, the Virginia Gazette devoted its front page to the text of the Declaration of Independence, terming its publication "The Greatest Scoop in History" above the masthead. The first crucial public, the American people, responded fervently to the news notice that was the Declaration of Independence. Big cities and small villages held celebrations, parades, and bell ringings. Response from the second crucial public, foreign powers, was more cautious but ultimately highly productive. Both the United States and Great Britain watched France—powerful benefactor to the new nation, mortal enemy to the mother country—whose ultimate enthusiasm for the Revolution was more strategic than philosophical. In September 1776, two months after news of the Declaration of Independence had reached Europe, a Paris contact told Benjamin Franklin that France was willing to increase aid to the United States. Franklin, with diplomats Silas Deane and Arthur Lee, began negotiations with the French by the end of the year. PR of Benjamin Franklin developed a personality cult in Paris; his likeness was recreated on porcelain mementos, and his celebrity resembled that of touring rock stars two centuries in the future. Franklin's efforts led to the Franco-American alliance in 1778, a turning point in the Revolutionary War, as America defeated Great Britain with considerable help from France. The American Legacy of Public Relations Numerous successes propelled America to independence. Alongside George Washington crossing the Delaware, next to John Paul Jones besting the British frigate Serapis, there were key patriots fighting for hearts and minds. Popular opinion was a battlefield where some of America's greatest strategists recorded immeasurable victories. Thank you for your attention.