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INTRODUCING TO MARKETING PUBLIC RELATIONS

Dian Anggraeni Zulkarnain, M.Si

Dian.Zulkarnain@gmail.com

UNDERSTANDING MPR

Marketing Public Relations = Marketing Communications ?

…………………….is part of the promotion mix

…………………….is part of marketing mix

Perkembangan Praktik Public Relations

Public Relations

Image Reputation

Application Functions:• Media Relations

• Newsletter/Internal Media Communications• Special Events

• Speaking Engagement• Sponsorship

• Employee Relations• Community Relations and Philantrophy

• Market Monitoring• Crisis Management

Marketing Communications

Marketing Communications

Corporate Identity

Reputation Branding

Application Functions:• Personal Selling

• Sales Promotions• Public Relations and Publicity

• Direct Marketing• Trade Fairs and Exhibitions• Advertising ( ATL and BTL)

• Sponsorship• Packaging

• Merchandizing• E- Marketing / E-Commerce

• Branding

Copyright@DianZulkarnain2009

Corporate Communications

Corporate Communications

Image Identity Reputation

Application Functions:• Image and Identity

• Corporate Advertising and Advocacy• Media Relations

• Marketing Communications• Financial Communications

• Employee Relations• Community Relations and

Corporate Philantrophy• Government Relations• Crisis Communications

Copyright@DianZulkarnain2009

BACKGROUND

The Development of Communications and Public Relations Functions in Business

Organizations: Issues Management

A long term approach to identifying and resolving issues before they become problems or crisis.

Strategic Management

The process of evaluating all proposed actions by focusing on organizational goals, usually defines in short term contributions to the bottom line

Rationalist Management

PR and business communications have consistently moved away from a relations orientation. Recognizing the limitations of mass communication and mass media and we resisted a shift from using mass media to more targeted media.

Shift to Relationship Building

A return to the roots of human communication and persuasion that focuses on personal trust and mutual cooperation.

Laurie J. Wilson and Joseph D. Ogden: 2008: p.6

Societal Trends Affecting the Practice of Business, Communications, and Public

Relations:

1. Increasingly segmented public require alternatives to traditional media channels for the dissemination of message

2. Dramatically escalating social problems that no longer affect only fringe or marginal groups in society

3. An increased reliance on organizational communicators to establish relationships with publics to mediate issues.

4. Business entities face a more knowledgeable and business-savvy public that demands corporate commitment of resources to solve the problems affecting the community, employees, and their families.

5. The public’s control over access to information

Laurie J. Wilson and Joseph D. Ogden: 2008: p.7

Building Relationship With Public

Relationship-based interaction among all members of a community to achieve individual

and collective goals.

1. Long-range vision

2. Commitment to community, not just to profit

3. Importance of people

4. Cooperative problem solving

5. Relationship based on respect and trust

Laurie J. Wilson and Joseph D. Ogden: 2008: p.8

A Framework of Public Relations

Characteristic

Model

Press agentry/publicity Public Information Two-way asymetric Two-way symetric

Purpose Propaganda

Dissemination of

Scientific persuasion Mutual understandinginformation

Nature of One way: complete One way: truth Two way, Two way

communication truth not essential important imbalanced effects balanced effect

Communication model Source --> Receiver Source →Receiver Source →Receiver Group →Group

with feedback to source and vice versa

Nature of research Little, counting house Little, readability Formative, evaluative Formative, evaluative

readership attitude of understanding

Leading historical figures P.T. Barnum Ivy Lee Edward L. Bernays Bernays of educators

professional leaders

Where praciced today Sports, theatre, product Government, NGO Competitive business, Regulated business,

promotion business agencies agencies

Estimated percentage of 15% 50% 20% 15%

organizations practicing

today

Grunig and Hunt (1984)

Five Functions of Public Relations

Press relations – Presenting news and information about the organization in the most positive light

Product publicity – Sponsoring efforts to publicize specific product

Corporate communications – Promoting understanding of the organization through internal and external communications

Lobbying – Dealing with legislators and government officials to promote or defeat legislation and regulation

Counseling - Advising management about public issues and company positions and image during good times and bad.

Philip Kotler and Kevin Lane Keller: 2006;p.551

Major Tools In Marketing Public Relations

Publications

Companies rely extensively on published materials to reach and influence their target markets. These include annual reports, brochures, articles, company newsletter and magazines, audiovisual

Events

Companies can draw attention to new product or other company activities by arranging special events like news conferences, seminars, outing, trade shows, exhibits, contests and competitions, and anniversaries that will reach the target publics

Sponsorships

Companies can promote their brands and corporate name by sponsoring sports and cultural events and highly regarded causes.

News

One of the major tasks of PR professionals is to find or create favorable news about the company, its products, and its people, and get the media to accept press release and attend the press conferences

Major Tools In Marketing Public Relations

Speeches

Increasingly, company executives must field questions from the media or give talks at trade associations or sales meetings, and these appearance can build the company’s image

Public-Service Activities

Companies can build goodwill by contributing money and time to good causes

Identity Media

Company need a visual identity that the public immediately recognizes. The visual identity is carried by company logos, stationary, brochures, signs, business cards, buildings, uniforms, and dress code.

Philip Kotler and Kevin Lane Keller: 2006;p.553

The Role of Marketing Public Relations

Assisting in the launch of new products

Assisting in repositioning a mature product

Building interest in a product category

Influencing specific target groups

Defending product that have encountered public relations

Building the corporate image in a way that reflects favorably on its products.

Philip Kotler and Kevin Lane Keller: 2006;p.552

Organizations engage with a variety of audiences in order to pursue their marketing and business objectives.

Effective communication is critically important to organizations

Marketing communication provides the means by which brands and organizations are presented to their audiences. The goal is to stimulate a dialogue that will ideally, lead to a succession of purchases. Complete engagement.

Marketing communication is an audience centered activity.

Understanding Marketing Communication

Defining Marketing Communication

Marketing communication is a management process through which an organizations engages with its audiences. By understanding an audience’s communication environment, organizations seek to develop and present messages for its identified stakeholder group, before evaluating and acting upon the responses. By conveying messages that are of significant value, audiences, are encouraged to offer attitudinal and behavioral responses.

(Chris Fill, 2006)

Two types of exchange represent the extremes in a spectrum of exchange

transactions:

Market exchanges (Bagozzi, 1978; Houston and Gassenheimer, 1987) are transactions

that occur independently of any previous or subsequent exchanges. They have a short -

term orientation and are primarily motivated by self-interest.

Relational exchanges (Dwyer et al., 1987) have a longer -term orientation and develop

between parties who wish to build long term supportive relationships.

Relational exchanges form the basis of the ideas represented in relationship marketing,

manifest in the form of customer relationship marketing, or loyalty marketing programmes

Marketing communication is considered to be means by which long-term relationships

between organizations and between organizations and consumers are developed.

The Concept of Marketing As An Exchange

.

Communication plays an important role in the exchange of transactions:

(Bowersox and Morash, 1989):

It can inform and make potential customers aware of an organization’s offering

Communication may attempt to persuade current and potential customers of the desirability of entering into an exchange relationship.

Communication can also be used to reinforce experience

Marketing communication can act as a differentiator, particularly in the market where there is a little to separate competing products and brands

The Role of Communication in Exchange Transactions

The DRIP Elements

DRIP element Examples

------------------------------------------------------------------------------------------------------Differentiate Burger King differentiate itself from market leader

McDonald’s by stating that its burger are flame grilled for a better taste.

Reinforce Specsavers Opticians work to bring people back into the eyecare

Informing/make aware LG slim TV, inform and educate to use it as a minimalis product

Persuade So Good is better for us than ordinary milk

Marketing Communication and The Process of Exchanges

The exchange process,

is developed and managed by researching consumer/stakeholders needs, identifying,

selecting and targeting particular groups of consumers/stakeholders who share similar

discriminatory characteristics, including needs and wants, and developing offering that

satisfies the identified needs at sets of distribution cannels.

Where competition or other impediments to positive consumer action exist, such as lack

programme is developed and used to communicate with the targeted groups.

Case: Brand Icon LITTLE CHEF

Original Charlie with slight paunch

Proposed but rejected slimmed down Charlie

Social forbes of obesity

Little Chef, has used the brand icon of a chef called Charlie who has carried a discernible paunch since he first appearance in the 1970s. As part of an overall marketing strategy to provide guests with a healthy range of menu items, using less salt and more fruit, it was decided to slim Charlie down. Research results the public decided, quite emphatically, that Charlie should not be slimmed down

Case: brand icon MICHELIN MAN

The Original Michelin man Revised, toned and accepted Michelin man

The Michelin Man used to drink and smoke before social pressures forced out of these habits. In 1998 he lost weight as well in an effort to avoid unattractive associations. These changes can also be interpreted by the public as a measure of an organization’s image and reputation

The Tools and Position of the Marketing Communication Mix

SalesPromotions

DirectMarketing

Public RelationsPersonal

Selling

Advertising

TargetAudiences

Media

Media

Media

The Developing Orientation of Marketing Communication

----------------------------------------------------------------------------------orientation Explanation

--------------------------------------------------------------------------------------------------------------------------Information andCommunication are used to persuade people into product purchase

Promotion using mass media communication. Emphasis on rational, product based information

Process and Communication are used to influence the different stages of the purchase

imagery process that customer’s experiences. A range of tools is used. Emphasis on product imagery and emotional feelings.

Integration Communication resources are used I an effective and efficient way to enable customers to have clear view of the brand proposition brand. Emphasis on strategy, media neutrality and a balance between rational and emotional communication.

Relational Communication is used as an integral part of the different relationship that organizations share with customers. Emphasis on mutual value and meaning plus a recognition of the different communication needs and

processing styles of different stakeholder groups.

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