introduction to marketing communications lecture 7
TRANSCRIPT
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Introduction to
Marketing Communications
…public relations
7
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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
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learning content…public relations
when it can be used
what it can achieve
what it is
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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
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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
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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
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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
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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)
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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
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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
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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
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…any ideas?
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press agentry/publicity
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…any ideas?
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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
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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
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employees
annual reports
visual aids
press relations
house magazine
advertisingsponsorship
PR tools…
facility visits…influencer marketing?
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negative PR
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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
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response…
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response…
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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?
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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
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stakeholdersemployees
shareholders
financial groups
media
communitiessuppliers and intermediaries
government and local authority
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messages must be clear, concise and easily understood
personal channels
non-personal channels
PR messages…
requires media planning
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evaluationquantitative…
column centimetres
qualitative…opinion polls
attitude surveysmedia interest
readership / ratings
enquiries sales
local interest
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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)
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learning content…public relations
when it can be used
what it can achieve
what it is