1. Public relations is considered part of the marketing promotion mix and supports marketing objectives. 2. The marketing mix, also known as the 7Ps, includes product, price, place, promotion, people, process, and physical evidence. Promotion itself contains various forms of marketing communication like advertising, sales promotions, public relations, and personal selling. 3. From a marketing perspective, public relations seeks to improve, maintain, or protect a company's image through engaging various audiences to support business and marketing goals.

1. L o g o
Pemahaman Marketing Public Relations
Judhie Setiawan, M.Si

2. L o g o
Marketing Mix
Much Public Relations activity is directed at supporting marketing,
where it is assigned to the part of ‘marketing mix’ called promotion.
The ‘marketing mix’ is also known as the seven Ps:
1. Product
2. Price
3. Place (distribution)
4. Promotion
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5. People (because everyone who has a customer interface influences
purchase decision-making)
6. Process (reflecting the involvement of the customer in the production
process)
7. Physical evidence (since less tangible services often need to be made
more apparent)
Judhie Setiawan, M.Si

3. L o g o
Promotion Mix
Various forms of marketing communication in turn comprise the
‘promotion mix’:
Sales
Promotions
Direct
Marketing
Public
Relations
Personal
Selling
Advertising
Target
Audiences
Media
Media
MediaNew Media
Media
Media
Judhie Setiawan, M.Si

4. L o g o
Understanding of Marketing Communication
v A variety of programs designed to improve, maintain, or
protect a company or product image. (Kotler, 1991)
v Organizations engage with a variety of audiences in order to
pursue their marketing and business objectives.
v From a marketing perspective, public relations is part of the
marketing communication mix.
v The smaller the company’s promotion budget, the stronger the
case for using PR to gain share of mind
v Marketing communication can act as a differentiator,
particularly in the market where there is a little to separate
competing products and brands
Judhie Setiawan, M.Si

5. L o g o
The Process Of Exchange in Marketing Communication
Judhie Setiawan, M.Si

6. L o g o
The Process Of Exchange in Marketing Communication
Judhie Setiawan, M.Si

7. L o g o
Marketing Communication Mix
There are five principal marketing communication tools:
ADVERTISING:
Advertising is a non personal form of mass communication that offers a high degree
Of control for those responsible for the design and delivery of advertising
messages. Low credibility .
It can be used for large audiences or an particular specialized segment.
An advertising plan is composed essentially of three main elements:
1. The message, or what is to be said
2. The media, or how the message will be conveyed
3. The timing, or manner in which the message will be carried
SALES PROMOTION:
Sales promotion comprises various marketing techniques, which are often used
tactically to provide added value to an offering, with the aim of accelerating sales
and gathering marketing information.
Sales promotion is a non personal form of communication but has a greater
capability to be targeted at smaller audiences.
Judhie Setiawan, M.Si

8. L o g o
PERSONAL SELLING:
Personal selling is traditionally perceived as an interpersonal communication
tool that involves face-to-face activities undertaken by individuals.
PULIC RELATIONS:
The increasing use of public relations, and in particular publicity, is a reflection
of the high credibility attached to this form of communication.
Kotler offers six suggestions beyond simple publicity:
v Assist in the launch of new products
v Assist in the repositioning a market product
v Build up interest in a product category
v Influence specific a target groups
v Defend products that have encountered public relations
v Build the corporate image in a way that projects favourably on its products.
DIRECT MARKETING:
Direct marketing seeks to target individual customers with the intention of
delivering personalised messages and building a relationship with them based
upon their responses to the direct communication.
Judhie Setiawan, M.Si

9. L o g o
Definition of MPR
The use of public relations strategies and tactics to achieve
marketing objectives. The purpose of MPR is to gain
awareness, stimulate sales, facilitate communication, and
build relationship between consumers, companies, and
brands.
Marketing public relations is a comprehensive, all-
encompassing public awareness and information program
or campaign directed to mass or specialized audiences to
influence sales or use of a company’s products or services
(Thomas L.Harris, 2002)
Judhie Setiawan, M.Si

10. L o g o
Marketing Public Relations Objectives
v MPR function is focused more narrowly on just the product brand
and its customers. Its primary purpose is to achieve third-party
endorsement from key customers, such a news media. The third
party endorsement is the real key to MPR’s success, and has been
noticed by the great marketing minds of our time.
v MPR also to create ‘word of mouth’ ‘buzz” about the brand by
generating news about the product and its features, holding
special events to demonstrate the product, creating educational
materials to facilitate usage of the product, and generating
goodwill for the brand by associating it with good causes.
Judhie Setiawan, M.Si

11. L o g o
Kotler (1991) argues that MPR can contribute to four
marketing objectives:
§ Awareness,
§ Credibility
§ Stimulation of the sales force and dealers,
§ Holding down promotion costs.
Judhie Setiawan, M.Si

12. L o g o
Major Tools In Marketing Public Relations
v 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
v 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
v Sponsorships
Companies can promote their brands and corporate name by sponsoring
sports and cultural events and highly regarded causes.
v 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
Judhie Setiawan, M.Si

13. L o g o
Major Tools In Marketing Public Relations
v 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
v Public-Service Activities
Companies can build goodwill by contributing money and time to
good causes
v 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
Judhie Setiawan, M.Si

14. L o g o
The Role of Marketing Public Relations
v Assisting in the launch of new products
v Assisting in repositioning a product
v Building interest in a product category
v Influencing specific target groups
v Defending product that have encountered public relations
v Building the corporate image in a way that reflects favorably on its
products.
Philip Kotler and Kevin Lane Keller: 2006;p.552
Judhie Setiawan, M.Si

15. L o g o
The Many Uses of MPR
v Product Promotion
- Introduce new products
- Revitalize, re launch, reposition mature products
- Communicate new benefits of old products
- Involve people with products
- Engage customers with products on-line
- Build or maintain interest in a product category
v Building Markets
- Reach demographically defined markets
- Cultivate new markets
- Reach secondary market
- Reinforce weak markets
- Reach lifestyle-defined markets
- Identify companies and products with special-interest markets
Judhie Setiawan, M.Si

16. L o g o
v Advertising support
- Extend the reach of advertising
- Counteract consumer resistance to advertising
- Break through commercial clutter
- Make news before advertising breaks
- Make advertising newsworthy
- Complement advertising by reinforcing messages and legitimazing claims
- Supplement advertising by communicating additional products benefits
- Attract visitors to commercial web sites
- Gain awareness in media where product is not advertised
v Marketing support
- Test marketing concept
- Reinforce sales promotions campaigns
- Tailor marketing programs to local audiences
- Raise brand awareness through title sponsorships
- Create new media and new ways to reach consumers
Judhie Setiawan, M.Si

17. L o g o
v Corporate Reputation
- Build consumer confidence and trust in the company behind the product
- Win consumer support by identifying companies and brands with causes
they care about
- Position companies as leaders and experts
- Interpret the impact of emerging issues on the marketplace
- Open communication marketing decisions in the public interest
- Influence opinion leaders
- Defend products at risk
v Sales Support
- Gain distribution
- Build store traffic
- Generate sales inquiries
- Motivate the sales force
- Win retailers support
Judhie Setiawan, M.Si

18. L o g o
Judhie Setiawan, M.Si