2. LEARNING OBJECTIVES
• Explain how Public Relations can work
with the key functions in organizations.
• Confidently explain the role of marketing.
• Define the Promotional Mix and its
components.
• Describe the relationships between Public
Relations and other promotional activities.
PREPARED BY :MS GOMALA SUKUMARAN
3. ORGANISATIONS
• The key functions in any organization
are :
– Financial
– Production
– Procurement (buying)
– Distribution
– Personnel
– Marketing
PREPARED BY :MS GOMALA SUKUMARAN
4. financial
• Responsible for all the finances of an
organization
• Everything from the use of capital to build
new factories, etc to the collection of
money owed by the organisation‟s
customers.
• Everything that public relations may want
or be asked to do must be properly costed
and approved
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5. PRODUCTION
• In a manufacturing organisation, the
production director is responsible for
making whatever the organisation
sells.
• Under his control are the
factories, the machinery and the
people who make the products.
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6. continued…
• Public relations will regularly be
involved with production.
• Typical activities
– To arrange media visits to factories
– To help launch new product concepts
– To help develop good relationships with
local communities
PREPARED BY :MS GOMALA SUKUMARAN
7. PROCUREMENT
• Organizations have to buy of all
kinds, from raw materials for production to
office stationery
• Public relations people may indirectly have
a major impact on buying
decision, because they will help to specify
the organization's image.
• This image will influence what the
organization does and how it behaves
PREPARED BY :MS GOMALA SUKUMARAN
8. • Thus, buyers may have to locate
environmentally friendly suppliers.
• Their products may be more
expensive to buy, but the overall
benefit may well justify the extra
cost.
PREPARED BY :MS GOMALA SUKUMARAN
9. DISTRIBUTION
• Products have to be sent out to the
customers
• The distribution function takes
responsibility from the factory gate to
the customer‟s warehouse.
• All depots, warehouses, delivery vans
and personnel are the responsibility
of the head of distribution
PREPARED BY :MS GOMALA SUKUMARAN
10. • Public relations will be concerned
because the image of the
organization is carried to the
community by those who distribute
• The way the vans are painted and
kept clean and the uniforms and
behavior of delivery staff must comply
with the organization's overall image.
PREPARED BY :MS GOMALA SUKUMARAN
11. PERSONNEL
• Many organisations see their people
as an important resouce.
• The staff should be carefully
recruited, then trained so that they
can cheerfully carry out their duties.
• Public relations often has a major role
to play inside an organisation.
PREPARED BY :MS GOMALA SUKUMARAN
12. marketing
• The marketing director and his team
are the only function in direct and
regular contact with the organization's
customers.
• Marketing is often described as the
“bridge to the consumer” because
marketers work hard to develop 2way communication.
PREPARED BY :MS GOMALA SUKUMARAN
13. • Public relations people will often work closely
with marketers.
• Both need the organization to have
communication policy.
• Sometimes this is set by top management
with public relations, and is followed by
marketing.
• Sometimes it is set from marketing and is
followed by the organization and public
relations.
PREPARED BY :MS GOMALA SUKUMARAN
14. • Sometimes it is set from
marketing and is followed by the
organization and public relations
• Often senior managers, public
relations and marketers work
closely together to establish
policy.
PREPARED BY :MS GOMALA SUKUMARAN
15. advertising
• Advertising is not normally an
organizational function
• It was once a powerful internal
function, but it is now usual for advertising
agencies to supply specialist skills from
outside the organization.
• Marketing normally works closely with
advertising professionals in the creation of
promotional campaigns.
PREPARED BY :MS GOMALA SUKUMARAN
16. • Public relations will almost always
be involved in such
work, because the whole of
communication must be
integrated to achieve maximum
effect.
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17. MARKETING
• The management process
responsible for
identifying, anticipating and
satisfying customer requirements
profitably.(British Chartered
Institute of Marketing (CIM))
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18. KEY POINTS
• Management
– Marketing is a management process
– It has a management responsibility for one
whole function of an organization.
• Identification
– Customers and their needs have to be
identified so that product offers can be
constructed to meet those needs.
PREPARED BY :MS GOMALA SUKUMARAN
19. • Anticipation
– Marketing works to the future.
– The need is to identify what will be needed in
time for the product offer to be constructed
– Marketers are , therefore, risk takers. Nobody
can know exactly what will happen in
future, yet marketing has to anticipate future
demand
PREPARED BY :MS GOMALA SUKUMARAN
20. • Satisfaction
– The actual identified need(s) have to be
satisfied
• Profitability
– Marketing is in the business of making
profit
– This need not be a cash profit
PREPARED BY :MS GOMALA SUKUMARAN
21. MARKETING –THE BRIDGE
• Marketing is the bridge to the
organization's clients, customers
and consumers
• It is the only part of an
organization that is externally
focused.
PREPARED BY :MS GOMALA SUKUMARAN
22. COMMUNICATION
• Marketers need to show
prospective
customers, consumers and clients
why their products should be
chosen.
• They must be skilled
communicators and be skilled in
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a range of tools.
23. PRODUCTS OR SERVICES
• Whatever the organisation
offers, it must be made (or put
together in some way) so that it
will do something that the
prospoctive
customers, consumers or clients
will value
PREPARED BY :MS GOMALA SUKUMARAN
24. INFORMATION
• All managers need to be informed
about what is happening and to
make judgments about what
might happen in the future
• Marketing is a major source of
information from outside an
organisation.
PREPARED BY :MS GOMALA SUKUMARAN
25. CASH OR OTHER BENEFITS
• All organisations need some funding
to survive, but not all earn it in the
marketplace by selling products.
• Those that provide an intangible
benefit such as a marriage guidance
service, measure their success by the
number of clients they have
helped, and how effective their help
has been. BY :MS GOMALA SUKUMARAN
PREPARED
26. Marketing mix
• “Mix”is used by marketers to describe the
elements that have to be combined to
achieve success.
• In a kitchen you have recipe, which lists
the ingredients and says how much of
each to use.
• The marketing mix lists the tools a
marketer can use in his planning.
PREPARED BY :MS GOMALA SUKUMARAN
27. • Public relations is, of course, one of the
key elements.
• The marketing mix has seven components
– known as 7 Ps.
• It is marketing‟s task to blend the
components of the mix so as to produce a
„Product Offering‟ that meets identified
customer and consumer need.
PREPARED BY :MS GOMALA SUKUMARAN
29. PRODUCT
• People buy what product will do for them.
• Carpenters only buy drills because they
want to make holes.
• Gardeners buy cabbage seeds because
they want to grow cabbages.
• Unless the product offer shows why it will
help to meet a need, it will not be bought.
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30. CONTINUED…
• Public relations can be of great
help in building overall
understanding and in showing
what needs are met.
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31. PRICE
• What accountants call price is what
customers call cost.
• Unless customers think the cost is
reasonable, there is will be no sale.
• Public relations can illustrate how valuable
the product is in use, and how others have
benefited.
PREPARED BY :MS GOMALA SUKUMARAN
32. PLACE
• Do we take goods to the customer or bring
the customer to the goods?
• Direct marketing is a major step in taking
goods to customers and consumers.
• Interactive television is allowing shopping
from the armchair
• Public relations has a major role in
shaping opinion and in educating target
audiences.
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33. PROMOTION
• The contact made between
organisation and its audiences
is of major important.
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34. PHYSICAL EVIDENCE
• Everything physical that surrounds an
offer is noted by a potential
customer, often subconsciously.
• Customers notice such things as how
clean and tidy the sales person
is, how busy the shop seems to
be, and what kind of people shop
there.
PREPARED BY :MS GOMALA SUKUMARAN
35. CONTINUED…
• Public relations skills can help
the creation of a favourable
image and so help to influence
decisions.
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36. PARTICIPANTS
• The people involved are of key importance.
• Compare the attitude of a sales person in a
very high quality jewellers with a counter
hand in burger king.
• The one‟s attitude and behaviour would be
wrong in the other‟s shop.
• Public relations can assist by generating
publicity in the media best suited to the image
the organisation wants to project .
PREPARED BY :MS GOMALA SUKUMARAN
37. PROCESS
• How easy and straightforward is it
make the purchase?
• Do things happen as promised?
• Buyers want their needs met at once
• They will switch products if another
offers the same value in use, but
faster or easier processing.
PREPARED BY :MS GOMALA SUKUMARAN
38. CONTINUED…
• Public relations can help by
showing through that the
organisation is friendly and easy
to deal with, and that it is safe to
trade with because it is
sympathetic and fair in its
dealings.
PREPARED BY :MS GOMALA SUKUMARAN
39. package
• Marketers put together a “package of
benefits” that meet the needs of the
identified customers and consumers.
• We have seen that people buy what a
product or service does for them.
• They don‟t mind if the offer is a
product, a service or a combination.
PREPARED BY :MS GOMALA SUKUMARAN
40. CONTINUED…
• So if you have tried to separate
product from service – forget it.
• We shall not refer to “ product or
service” again.
• Instead we shall refer to package (of
benefits) or the product offering.
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41. Tips
• Do not confuse package as
used in promotion with
package as used to describe a
physical pack.
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42. PROMOTIONAL MIX
• Four tools
–Public relations
–Advertising
–Sales promotion
–Selling
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43. CONTINUED…
• Each tool has a separate role.
• They must work together.
• When they do, we have an “integrated
campaign”.
• Public relations people must know when to
operate alongside marketing, in support of
marketing objectives, and when to operate
on a wider front.
PREPARED BY :MS GOMALA SUKUMARAN
44. ADVERTISING
• Public relations and advertising
appear to be similar.
• They are both concerned with
communication to an
organisation‟s target audiences.
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45. THEY DIFFER…BECAUSE
• Public relations is used
to create understanding.
• Advertising is used to
promote.
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46. CONTINUED…
• The advertiser‟s job is to put
forward the best points, to link
them to consumer need.
• It is understood that an
advertisement will “puff” a
product.
PREPARED BY :MS GOMALA SUKUMARAN
47. puffing
• Puffing a product is to exaggerate –to
emphasize the good parts.
• Typical puffs are
– “world‟s largest”
– “everybody‟s buying it”
– “it will reach where other beers cannot
reach”
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48. CONTINUED…
• Puffing a product in an advertisment
is legal, because everyone reading
an advertisment e expects the
benefits to be stressed.
• Therefore they allow for
exaggeration and are not deceived.
PREPARED BY :MS GOMALA SUKUMARAN
49. ADVERTISING..DEFINED
• Advertising presents the most persuasive
possible selling message to the right
prospects for the product or service at the
lowest possible cost. (British Institute of
Ptactioners in Advertising (IPA))
• Any paid for, non-personal presentation
and promotion of ideas, goods or services
by an identified person.
(Kotler)
PREPARED BY :MS GOMALA SUKUMARAN
50. SALES PROMOTION
• Packaging was redesigned to add
information
• Advertising was designed for
Point of Purchase (PoP) and
extra incentives were also added.
• Sales promotion was born.
PREPARED BY :MS GOMALA SUKUMARAN
52. KEY POINTS
• Short term
– Sales promotion works at the PoP
where a decision is usually taken quite
quickly.
– Often decision is made on impulse –
especially where there is little risk.
– Eg : how long do you take to decide
between bars of chocolate or breakfast
cereals?
PREPARED BY :MS GOMALA SUKUMARAN
53. CONTINUED…
• Incentive
– The extra incentive must be something that
will appeal to members of the target audience.
– Kids toys in breakfast cereals, loyalty points at
a filling station.
• Encourage purchase
– Sales promotion works to encourage the
buying decision – now.
– It is ultra short-term- immediate
PREPARED BY :MS GOMALA SUKUMARAN
54. CONTINUED…
• We have been influenced by sales
promotion
• We have all met such offers as :
– Two for the price of one
– Free sample
– Voucher of next purchase
• Sales promotion works to clear objectives
and must integrate with the other
promotional tools.
PREPARED BY :MS GOMALA SUKUMARAN
55. Selling
• Sales people meet customers
personally, sometimes over the
telephone, usually face to face.
• They can always speak direclty with
the potential customers.
• Sales people are the only promotional
tool that can instantly react to
feedback.
PREPARED BY :MS GOMALA SUKUMARAN
56. DIRECT SELLING…DEFINED
• An oral presentation in a
conversation with one or more
prospective purchasers for the
purpose of making sales.
(Kotler)
PREPARED BY :MS GOMALA SUKUMARAN
57. KEY POINTS
• Oral means of speech
– An oral presentation is talking with somebody
• Conversation
– This emphasises the need for interactive communication
• Prospective purchasers
– All contacts are treated as prospective buyers even if they
buy regularly.
– They may change to another supplier at any time
• Making sales
– Sales people exist to sell
– Never allow a sales person to become on an “ order taker”
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58. THE END…Q TIME
•
•
•
•
ORGANISATIONS
THE ROLE OF MARKETING
PROMOTIONAL MIX
RELATIONSHIP BETWEEN PR AND
OTHER PROMOTIONAL ACTIVITIES
PREPARED BY :MS GOMALA SUKUMARAN