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The development of marketing public relations (MPR) It is a term where marketing and public relations merge. MPR is effective in some areas which may have originally been served by advertising and also in brand building. Consumer PR and marketing communications are most often concerned with brands, the value of a name of a product or company, and how this affects people’s buying behaviour. In some cases, the company name is the brand, like Virgin, Sony or Kodak. Association with a corporate brand like this may affect consumer decisions. In others, the brand names are well known, like Fairy Liquid, but the parent company less so, like Unilever or Procter & Gamble. In some cases, like soap powder, companies produce different brands which then compete with each other in the marketplace. An Introduction to Marketing Public Relations What is Marketing Public Relations? • Marketing Public Relations, the use of public relations strategies and techniques to achieve marketing objectives. • A firm typically accomplished its goals by working with the media to send a persuasive message to consumers. • A marketer’s perspective on public relations that utilizes both traditional and new media channels in a way that can adapt to the ever-changing marketing landscape. MPR Goals… • Build relationships between consumers, companies and brands • Increasing the visibility of an established organization or product • Establishing an organization or individual as an expert in a given field • Educating stakeholders on issues critical to the organization • Shaping public opinion about an organization, idea, or individual • Maintaining the image of an organization or product—over time or during a crisis • Stimulating the trial or repeat usage of a product Basic Rules of MPR • • • • • • • • • Use MPR Be aware of what’s newsworthy Share the news Package it properly Get it to the right people Be available Stay engaged Realize that MPR has global reach. Ethics are not optional Event • A special activity, showing, display, or exhibit designed to demonstrate products or to connect the product to favorable products or activities Consumer Generated Marketing • Consumer generated marketing (CGM) is marketing efforts designed to encourage consumers to create marketing messages and other brand exchanges themselves. • This Includes… – word-of- mouth – buzz Word-of-Mouth • Information spread from person to person through the spoken or written word where the communication is personal, intentional, and concerns a product. • When people are talking positively about a product or service it is sometimes referred to buzz as wom promotions that can lead to explosive, self-generating consumer demand. • MPR to promote word-of-mouth and increase media mentions of the firm which lead to a positive perception of the brands Off-line Word-of-Mouth • Information about products spread from consumer to consumer via face-to-face, telephone, or other non-electronic methods Connectors or Influencers • Media, groups, or individuals who act as a channel for a marketing message resulting in media mentions or the creation of word-ofmouth Connectors or Influencers • Make Lipton Tea the choice of young consumers. • Rethink the Drink • Link the brand with the health benefits of tea. • Infuse it into pop culture with young influencers. • Two-part campaign, Healthy Beverage Guidelines and the Lipton Pyramid Tea Party. • Renowned nutrition expert Dr. Barry Popkin and a panel of experts, The Healthy Beverage Guidelines. Connectors or Influencers • Health benefits of this ancient beverage • Media outreach, paid advertisement, the development of a web site, and direct mail aimed at registered dieticians. • Lipton Pyramid Tea Party, a chic and stylish event. • The New York City event hosted by Golden Globe nominated actress and singer, Emmy Rossum • Invitations to celebrities, fashion influencers and target media • Celebrities as Tori Spelling, Miss Universe, Miss Teen USA and supermodel Karolina Kurkova Non-media connector • A person who monitors, analyzes, and shares information about a product, company or organization. • An NMC may/ may not be paid for her/his efforts, but she/he is not employed by a media organization. MPR Communication Process • The sender gives up control of the message. Organization Message Connector Feedback 1 (media) Revised Message Feedback 2 (public) Customer/Public MPR Communication Process • The method of making contact with connectors varies with the types of connectors selected and the goals of a particular campaign. • Media outlets can choose either to ignore the message or to cover it. • Influential groups and individuals can choose to disregard the message or to spread the word. • If the connectors choose to act on the message, they then decide how much exposure to give the story, how they will present it, and when. • This initial exposure comes in the form of media mentions and word-of-mouth and is the first form of feedback that the sender receives. • The connectors have the option to repackage the message and present it in a way that suits their own needs and the interests of their audience—what media theorists call gatekeeping. MPR Communication Process • Consumers then need to absorb the message that the connectors conveyed to them and to behave accordingly. • This behavior is the second form of feedback and usually takes the shape of consumers buying a product or displaying new attitudes. • Since the message is filtered through connectors, consumers tend to trust PR and consumergenerated marketing more than other types of promotional efforts, such as advertisements. • • As a result, the meaning of the message can change depending upon the channel through which it is delivered. • Imagine two people saying the same thing, yet one is smiling while the other is scowling. • Clearly, you will hear that message differently from these two different messengers. • Marketers need to be aware that the connectors they choose are equally as important as the message with which they entrust them. • Legendary communications scholar Marshall McLuhan went as far as to say that the “medium is the message.” Measurement • Famous retailer John Wanamaker is claimed to have stated, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” • Standard marketing metrics such as sales, profitability, and changes in market share and brand awareness apply to MPR efforts much the same way they do to other marketing efforts, such as advertising