1. DA010 - Professional Diploma in Public Relations - COMM6026EP
Marketing Public Relations: Principles
and Practice (2012/01)
Lecture 7
How MPR Add Values?
Developed and Presented by
Roy Ying, Msc., B.Comm.
Note: Pictures used in this power point file
is for academic Purpose only 1

2. Early MPR Activity
• Long before MPR theories existed
2

3. How did it add value?
• The campaign, entitled Light's Golden Jubilee, began in
May, with a massive publicity effort and ended on
October 21 with the event of the year, President Hoover
dedicating the Edison Institute of Technology in
Dearborn, Michigan.
• The event was attended by such notables as President
Hoover, Henry Ford, Orville Wright, John D. Rockefeller,
Jr., and Madame Curie.
• Press representatives included members of the wire
services, weekly newsreels, and photographers.
Members of 15 of the most important newspapers in the
country were invited as well as a number of outstanding
journalists.
3

4. Who was in charge?
• Edward Bernays – “Father of PR”
• Nephew of Sigmund Freud
• He invented the idea of press release.
• He was the first who
advocated the use of “third-
party authority”.
4

5. What did he do?
• Six months before the dedication ceremony, stories
about Edison and the history of the incandescent light
were sent out to the managing editors of local and
national newspapers.
• The letterhead included the names of such supporters as
President Hoover and Henry Ford. Newspapers and
magazines began to run their own stories on the event,
and towns across America planned
ceremonies in honor of Edison.
• After Bernays approached the
postmaster general, a commemorative
stamp for the anniversary was issued.
5

6. Value of MPR
• Enhancement of company credibility,
trust and long term relationship with
target audience
6

7. Ways to Build Credibility?
1. Be responsive to consumer concerns and
provide assistance.
2. Proactively give back to the community by
participating or sponsoring in high-visibility
events, benefiting causes that consumers care
about.
3. Using the media to channel the organization’s
community image via its CSR messages and
activities.
4. Provide useful information to the public on
issues that the consumers care about.
7

8. CSR - Building
8

9. CSR Nightmare
9

10. Is this bad for brand credibility?
• In the short term yes, but it is responding
to customer’s needs for safety.
10

11. Value of MPR
• Enhancement of company credibility,
trust and long term relationship with
target audience.
11

12. Trust
• Trust means having confidence in the
organization’s products because they pose no
risk. Credibility generates trust.
• Trust is built over time, through expertise,
involvement and accessibility to consumers.
• To gain trust, organizations must be visible to
consumers as they need to feel the organization
is honest and concerned about its clients.
12

13. Ways to build trust
• Assurance helps, but you have to deliver.
13

14. Ways to build trust
• Participation in “trust” scheme helps.
14

15. Ways to build trust
• Survey helps.
15

16. Ways to build trust
• Media endorsement helps.
16

17. Ways to build trust
• Online forum discussion is almost a must.
17

18. Ways to build trust
• 3rd party endorsement is always preferred.
18

19. Value of MPR
• Enhancement of company credibility,
trust and long term relationship with
target audience.
19

20. Long term relationship
• Relationship marketing is the ultimate public
relations oriented stage of marketing because
building relations with the public is what PR is all
about.
• It is the loyalty towards the organization’s
products based on:
– Feedback
– Personal interaction
– Customer service
– Differentiated (tailored) products
20

21. Ways to build relationship
• Feedback – not only collect it, but take
action against it.
• Traditional approaches:
– Customer feedback forms
– Suggestion box
– Focus group
– Mystery shopper
21

22. Long term relationship
• Don’t forget the social media. There are
more messages left on the web than
anywhere else.
22

23. Long Term Relationship
Personal interaction
• Website
– Search function (especially contact persons)
– Email enquiry is a must, and the emerging
trend is to connect it with an online chat
function.
23

24. Long Term Relationship
Personal interaction
• Personal connections
– Instead of CRM, account servicing and
personal relationship are preferred.
24

25. Long Term Relationship
Personal interaction
• Customer service
– CRM is useful, but no need to spend millions
of dollars. It can be very simple.
25

26. Long term relationship
• Differentiated products
– Companies would rather spend money on a
superior quality products which are different
from those of competitors.
– The process of creating a differentiated
product must involve MPR’s customer
engagement tools.
26

27. Long term relationship
• Let’s see how Apple believes
27

28. Mini CA 5
• MPR adds value by using PR techniques
to build:
– Credibility
– Trust
– Long term relationship
• Suppose you run a casino hotel, what PR
techniques will you want to deploy in
achieving the above objectives? Explain
your suggestions.
28