1. DA010 - Professional Diploma in Public Relations - COMM6026EP
Marketing Public Relations: Principles and
Practice (2012/01)
Lecture 1
Introduction to the concept of Marketing Public
Relations (MPR)
Developed and Presented by
Roy Ying, Msc., B.Comm.
Note: Pictures used in this power point file
is for academic Purpose only 1
3. Your Turn
• It’s time for me to get to know you
• What’s your name?
• What’s your job?
• Have you managed PR activity before?
• If yes, what are they?
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4. Course Schedule
Session / Course Outline Hours
Date
Lecture 1 Class introduction & administration 30 min
4 Feb Introduction to the concept of Marketing Public Relations (MPR) 2.5 hr
1400-1700
Lecture 2 Marketing principles 3 hr
5 Feb
0930-1230
Lecture 3 Consumer psychology 3 hr
5 Feb
1330-1630
Lecture 4 Public Relations as a complement to marketing 3 hr
18 Feb
1400-1700
Lecture 5 The marketing perspective of public relations: The new partnership 3 hr
19 Feb
0930-1230
4
5. Course Schedule
Session / Course Outline Hours
Date
Lecture 6 The importance of public relations and the marketing mix 3 hr
19 Feb
1330-1630
Lecture 7 How MPR adds values 3 hr
3 Mar
1300-1600
Lecture 8 Planning MPR 3 hr
4 Mar
1600-1900
Lecture 9 Research in MPR Planning: The Way Ahead 3 hr
4 Mar
0930-1230
Lecture 10 Project Presentation 2 hr
4 Mar Review Class 1 hr
1330-1630
17 Mar Exam 2 hr
1400-1600
5
6. What is MPR
• Is that what you think?
Marketing Public
Public
Marketing
Relations
Relations
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7. Definition
• Thomas L. Harris (1993) – MPR is the
process of planning, executing and
evaluating programs that encourage
purchase and consumer satisfaction
through credible communication of
information and impressions that identify
companies and their products with the
needs, wants, concerns and interests of
consumers.
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8. Marketing & Communications
• McDaniel (1979)
– Marketing’s responsibilities and functions
have changed due to changes in values,
resources, technology and government.
– Managers are encouraged to change their
strategies in order to meet their organization’s
changing goals.
What does
What does
it mean for
it mean for
marketers?
marketers?
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10. Value
• In addition to the 4Ps, what other
considerations marketers need to deal
with?
– Government regulations
– Consumer’s social-economics
– Hong Kong vs. Macao Are these
Are these
traditional
traditional
– Core messages in publicity marketing?
marketing?
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12. Resources
• What’s different today vs. 20 years ago?
– Did the term ‘ultra-net worth” exist then?
– What kind of products or services you see
common now but not available then?
– Where was wealth concentrated then?
– Which city would this expo be held then?
• Venue, customers,
staff talent, supplier, Marketers now
Marketers now
expertise, market size, need to perform
need to perform
trade barriers etc.. new functions…
new functions…
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14. Technology
• Compared to 5 years ago, what has
changed?
– Media consumption behavior
– Virtual brand identity
– Market intelligence
Are these PR
Are these PR
– Globalization issues or
issues or
– Online spending marketing
marketing
issues?
issues?
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15. Government
• Compared to 20 years ago, how much
more democratic our government has
become?
• Do companies now have more or less
influence on government policies and
public issues?
• Is it easier or harder to become an opinion
leader or a policy commentator now?
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16. Government
Q: What about
Q: What about
office sector?
office sector?
A: IIwant your
A: want your
views. Tell us!
views. Tell us!
JOINT CHAMBER EVENT
INFLUENCE POLICY MEDIA
RESEARCH
EXPOSURE
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17. 7 stages of marketing discipline
• 1st stage – selling
• 2nd stage – selling, advertising
• 3rd stage – selling, advertising, marketing
research
• 4th stage – the marketing department developing
with the marketing mix instruments
• 5th stage – market-oriented company emerging
• 6th stage – cause-related and relationship
marketing
• 7th stage – online/web 2.0 marketing
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18. What is PR?
• The PRSA 1982 National Assembly
formally adopted a definition of public
relations, which remains widely accepted
and used today:
• “Public relations helps an organization
and its publics adapt mutually to each
other.”
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19. What is PR?
• The management function involves:
– Anticipating, analyzing and interpreting public opinion,
attitudes and issues relevant to the organization;
– Counseling management with regard to policy
decisions, courses of action and communication on
public issues and CSR;
– Researching, conducting and evaluating marketing,
financial, fund raising, employee, community or
government relations and other programs;
– Planning and implementing the organization’s efforts
to influence or change public policy.
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20. What is PR?
• Steps in
a typical
PR
Process
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21. PR vs. Marketing
1. PR does its functions to support
marketing programs.
2. Advertisings convey the brand to the
customers, and then PR secures it in
customer’s minds.
3. Ads send messages about the products
as quick as they can while PR slowly but
surely delivers.
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22. Where MPR fits in?
• Marketing communications belong to
“Promotion” of the marketing mix.
• MPR activities include both marketing and
PR techniques and tactics.
• It is a two-way interaction between the
company and its stakeholders (customers
and community involvement),
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25. Article Reprint – how does it work?
• First of all, you ought to have an article to
start with……Have you seen these?
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26. 3 Benefits of MPR
1) Allow for more credibility in the selling of
goods or services
– Responsible corporate citizen
– Media endorsement
– Credible source of information
– Socially responsible
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27. 3 Benefits of MPR
2) Can instill more trust in the brand
– Creating familiarity with the company and its
brands
– Making the company more accessible
– Making the organization more visible
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28. 3 Benefits of MPR
3) Assist in establishing long term
relationship with its stakeholders and
customers in selling its goods or services
– Feedback
– One-to-one interaction
– Customer service
– Differentiated products and services
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29. Group Assignment I (1/5)
• Get into groups of 4.
• Same grouping until end of course.
• 5 mini-CA @ 20 marks each.
• Each group member’s score is the same
(unless they are absent).
• These mini CAs will add up to 25% of final
grade.
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31. Mini CA 1 - Requirements
• Suppose Michelin Culinary Guide did not exist
for Hong Kong-Macao.
• What would you do in marketing your brand
name using MPR principles?
• Each group will present towards the end of class.
• Assessment criteria
– 25% on application of MPR concept(s)
– 25% on feasibility
– 25% on creativity
– 25% on presentation skills
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