introduction to marketing communications lecture 7

Introduction to

Marketing Communications

…public relations

7

the tools of the marketing communications mix

Sales Promotio

n

Direct Marketin

g

Public Relations

Personal Selling

Advertising

Target Audienc

e

Media

Media

Media

Fill, 2016

learning content…public relations

when it can be used

what it can achieve

what it is

public relations

the art and science of analysing trends, predicting their consequences, counselling organisation leaders and implementing planned programmes of action which will serve both the organisation’s and the public interest

the development and maintenance of good relationships with different publics

or World Assembly of PR, 1978

Smith, 1993

defining PRpublic relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publicspublic relations is about reputation - the result of what you do, what you say and what others say about you

public relations practice is the discipline which looks

after your reputation with the aim of earning

understanding and support and influencing opinion and

behaviour

IPR, 1987

cipr.co.uk

IPR, 1997

defining PR

…there is a need to separate ‘product PR’ from ‘corporate PR’

…what is it that we are promoting? Smith and Ze Zook,

2011

defining PR…is complimentary to marketing - it creates an environment in which it is easier to market

is concerned with ethics and social responsibility

influence stretches into corporate strategy and long-term decisions

is part of the broad disciplines of corporate planning,

finance, personnel, production and planning.Fill, 2016

seen as unbiased

planned activity

encompasses a wide range of events

the media decides if messages are to be printed / broadcast or binned

characteristics of PR

messages which are printed / broadcast are

perceived to be endorsements or view of parties

other than management which engenders trust and

confidence (credibility)

characteristics of PR

high credibility compared to other promotional tools

new technology has played a key role in the practice of PRcost effective means of carrying messages with a high degree of credibility

costs are minimal so small companies can develop

and shape their visibility in an inexpensive way

a newspaper (online or print) is an opinion leader

itself!relative cost of reaching large audiences

lowPR can reach specific audiences that paid media can not (especially in light of media fragmentation)

characteristics of PR

lack of management control (press releases binned or reduced to fit the size in the publication which can lead to a change in context and style of the message)

summary of key points from Fill’s book

PR activities

press agentry/publicity

to disseminate truthful information, no need to persuade or convince

public information

influence attitude and behaviour through persuasion but some conversation

one-way communications as propaganda… needs to sell or convince

most acceptable and mutually rewarding communications – both parties may change attitudes

one-way asymmetric

two-way symmetric

…any ideas?

press agentry/publicity

…any ideas?

models of public relations

modelcharacteristic press

agentry/publicity

public information

one-way asymmetric

two-way symmetric

purpose propaganda dissemination of information

scientific persuasion

mutual understanding

nature of communication

one way, complete truth non-essential

one-way, truth important

two-way but imbalanced

two-way, balanced

communication model

source to receiver

source to receiver

source to receiver with feedback

group to group

nature of research

little, column inches

little, readership

formative, attitudes

formative, understanding

where practised today

sports, theatre, product promotion

government, not-for-profit, business

competitive business, agencies

regulated business, agencies

adapted from Grunig and Hunt 1984

public relations

media relations – consist of a range of activities designed to provide media journalists with information

product… cookery demo’s, book signings, opening of a new store

publicity and events

corporate… usually held by the organisation to provide entertainment

the various forms of media are; press releases, conferences and interviews

community… contribute to the life of the local community, to develop goodwill

employees

annual reports

visual aids

press relations

house magazine

advertisingsponsorship

PR tools…

facility visits…influencer marketing?

negative PR

crisis managementa growing and important part of public relations

crises can occur for many reasons… managerial mistakes, an incorrect decision, environmental events

reactive

the speed of response and the impact of what is said is

important

proactiveKey approaches to crisis management

defensiveaggresive

response…

response…

Designate a single spokesperson

Tell your story first and be honestNever go ‘off the

record’Keep your employees informed

…handling a crisis

Position your company

Details

CompassionReassurance

What are we doing about it?

public relations audiences

the publics…

defined as any group or individual who can affect or is affected by the organisation

all stakeholders…

opinion leaders

who come into contact with organisation and are affected by its activities or may affect the organisation itself

opinion formers

stakeholdersemployees

shareholders

financial groups

media

communitiessuppliers and intermediaries

government and local authority

messages must be clear, concise and easily understood

personal channels

non-personal channels

PR messages…

requires media planning

evaluationquantitative…

column centimetres

qualitative…opinion polls

attitude surveysmedia interest

readership / ratings

enquiries sales

local interest

lobbying

the representation within the government is an important form of PR work… ‘public affairs’

while legislation is being prepared, lobbyists provide information to organisations to keep them informed about events

“the specialist part of public relation that builds and

maintains relationships with government primarily for

the purpose of influencing legislation and regulation”

(Cutlip et.al.,1994:17)

learning content…public relations

when it can be used

what it can achieve

what it is