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Introduction to
Marketing Communications
…public relations
7
the tools of the marketing communications mix
Sales Promotion
Direct Marketing
Public Relations
Personal Selling
Advertising
Target Audience
Media
MediaMedia
Fill, 2006
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 PR
public relations practice is the planned and sustained effort to
establish and maintain goodwill and mutual understanding
between an organisation and its publics
public 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…
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, 2009
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 PR
cost 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 is an opinion leader itself!
relative cost of reaching large audiences low
PR 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 asymmetric
…any ideas?
press agentry/publicity
…any ideas?
models of public relations
model
characteristic 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
advertising
sponsorship
PR tools…
facility visits
negative PR
crisis management
a 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
proactive
Key approaches to crisis management
defensiveaggresive
response…
Designate a single spokesperson
Tell your story first and be honest
Never go ‘off the record’
Keep your employees informed
…handling a crisis
Position your company
Details
Compassion
Reassurance
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
stakeholders
employees
shareholders
financial groups
media
communities
suppliers and intermediaries
government and local authority
messages must be clear, concise and easily understood
personal channels
non-personal channels
PR messages…
requires media planning
evaluation
quantitative…
column centimetres
qualitative…
opinion polls
attitude surveys
media interest
readership / ratings
enquiriessales
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
