public relations and marketing copyright © allyn & bacon 2003 chapter 13 public relations: a...

Public Relations

and Marketing

Copyright © Allyn & Bacon 2003

Chapter 13

Public Relations:

A Values-Driven Approach

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Why Study Marketing?

• Marketing focuses on consumers– as does consumer relations (or marketing public

relations), part of public relations.

• Public relations programs can affect marketing programs—and vice versa.

• 21st-century marketing seeks to build relationships—just like public relations.


The Decline of Mass Marketing

• Professor E. W. Brody notes that …– mass media continue to proliferate;– audiences continue to fragment;– new uncontrolled media are supplanting old

media; and– media that target individuals with personalized

messages are growing in number and effectiveness.


An Alternative to Mass Marketing

• Consumer-focused marketing

– Best known form is integrated marketing

communications (IMC)


Integrated Marketing Communications

• IMC practitioners ...– focus on individual consumers;– use databases to store information on individual

consumers;– send well-focused, individual messages through a

variety of consumer-preferred media; and– use interactive media, constantly seeking

information about consumers.


Consumer Focused Marketing

• Besides IMC– database marketing

– relationship marketing

– customer relationship management

– integrated brand communication


Three Pillars of IMC

• Advertising: the use of controlled media in an

attempt to influence the actions of targeted

publics.



• Marketing: the process of researching,

creating, refining, and promoting a product or

service—and distributing that product or

service to targeted consumers.

• Promoting includes sales promotions,

personal selling, direct marketing, and more.Copyright © Allyn & Bacon 2003


• Public relations: the values-driven

management of relationships between an

organization and the publics that can affect its

success.



• Each discipline follows a process of research,

planning, communication, and evaluation.

• Public relations is not a subset of marketing.


Impact of Consumer Focused Marketing on Public Relations

• Use of new technologies, including databases

• Mergers of advertising agencies and public

relations agencies

• Continuing education for marketing public

relations practitioners


Impact of Public Relations on Consumer Focused Marketing

• Breaking down publics into smaller units

• Importance of two-way communication

• Selection of communications media based on preferences of targeted publics

• A willingness to consider changing our own behavior


Differences between Public Relations and Marketing

• Marketing focuses primarily on only one

public: consumers.

• 1991 panel of experts:

– Public relations and marketing are “separate and

equal, but related functions.”


Marketing Public Relations

• Marketing public relations focuses on building relationships with consumers.

• Traditional tactics include– product or service-oriented news releases, media

kits, video news releases, and news conferences;– spokesperson appearances;– special events;– satellite media tours; and– displays at trade shows.


A Closer Look at IMC

• Replacement of the Four P’s by the Four C’s:– Product has become Consumer wants and needs;

– Price has become Consumer’s cost;

– Place has become Convenience to buy; and

– Promotion has become Communication.

• Sending one clear message through a variety of media


How IMC Works

• Professor Tom Duncan’s IMC audit:– analysis of communications network;

– identification and prioritization of stakeholders;

– evaluation of organization’s consumer databases;

– content analysis of all messages; and

– assessment of organizational attitudes toward IMC.


Matthew P. Gonring describes …

Creating an IMC Campaign

• Create shared performance measures.

• Use databases and issues management to understand stakeholders.

• Identify all contact points for the company and its products.

• Create plans for each local market.


Matthew P. Gonring describes …

Creating an IMC Campaign

• Create compatible themes, tones, and quality.

• Hire only team players.

• Link IMC with management processes.


Problems with Consumer Focused Marketing

• Jealousy, or “turf battles”

• Increasing complexity and cost of technology

• Growing concerns for consumer privacy

• Excessive focus on consumer values

– at expense of company values


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