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8/3/2019 I-Introduction to MPR
http://slidepdf.com/reader/full/i-introduction-to-mpr 1/24
Company
LOGO
INTRODUCING TO MARKETING PUBLIC RELATIONS
Dian Anggraeni Zulkarnain, M.Si
8/3/2019 I-Introduction to MPR
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UNDERSTANDING MPR
Marketing Public Relations = Marketing Communications ?
««««««««.is part of the promotion mix
««««««««.is part of marketing mix
8/3/2019 I-Introduction to MPR
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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
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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
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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
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BACKGROUND
The Development of Communications and Public Relations Functions in BusinessOrganizations:
Issues Management
A long term approach to identifying and resolving issues before they become
problems or crisis.
Strategic ManagementThe 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 andwe 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
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Societal Trends Affecting the Practice of Business, Communications, and PublicRelations:
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 marginalgroups 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 thatdemands 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
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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
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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 sour ce and v ice ver sa
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)
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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 andimage during good times and bad.
Philip Kotler and Kevin Lane Keller: 2006;p.551
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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 andcultural 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
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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
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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
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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
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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)
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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
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.
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
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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 theeyecare
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
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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.
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Case: Brand Icon LITTLE CHEF
Original Charlie withslight paunch
Proposed but rejectedslimmed 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
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Case: brand icon MICHELIN MAN
The Original Michelin manRevised, 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
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The Tools and Position of the Marketing Communication Mix
Sales
Promotions
DirectMarketing
Public
RelationsPersonal
Selling
Advertising
Target
Audiences
Media
Media
Media
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The Developing Orientation of Marketing Communication
----------------------------------------------------------------------------------
orientation Explanation
--------------------------------------------------------------------------------------------------------------------------
Information and Communication 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.