PR, marketing, and IMC ctd; PR and comm theory

1. 1 PR, marketing, and IMC (ctd); PR and comm theory September 19, 2006

2. 2 The 4 P�s (marketing mix)

3. 3 What�s true of all elements of the promotion �P�? They concern the coordination of all information and persuasion channels to sell goods and services or promote an idea or an organization In short, the Promotion �P� contains all the communication functions of marketing

4. 4 So, PR, seen through this lens (that of a marketer)� �is just one element of the marketing mix�s �promotion� P

5. 5 And another thing� We can�t talk about marketing today (in 21st century)� �without talking about IMC Integrated marketing communications

6. 6 IMC in a nutshell All the elements of the �promotion� P working together Common communication elements Common themes Common tones Common goals

7. 7 Why IMC now? For years, Most marketing $ spent on traditional media advertising Strict separation of media advertising from other marketing efforts (PR, sales promotion, etc.)

8. 8 But starting in the 1980s� Companies begin seeing need for coordination of marketing elements Some asked their ad agencies to oversee other functions Others used OTHER agencies for DM, PR, etc. Agencies responded by diversifying & acquiring

9. 9 Most successful marketers now recognize importance of Creating coordinated, unified front: consistency of message & image Economy of coordination Synergy of communication elements support each other complement each other build on each others� strengths

10. 10 IMC takes �big-picture� approach Adds value to comprehensive plan Oversees all promotional efforts Various communication functions actually work with each other! Consistency of message & image �Centralized messaging function� Communicate with one voice, one look, one image

11. 11 IMC builds on idea of �relationship marketing� This is where PR has contributed most visibly to the IMC revolution: Importance of relationships Marketers finally recognize that it�s not good enough to make one exchange (sale, donation) you need to develop and cultivate long-term relationships More cost-effective to retain old customers than acquire new ones

12. 12 Advantages to IMC approach (client perspective) Avoid duplication of effort (and wasting $) Take advantage of synergy Develop more efficient marketing communication programs Recognizes increasing use of new technologies Responds to media fragmentation

13. 13 Also driving the IMC movement:the �marketing revolution� Shift of marketing $ away from media advertising Why did this happen? Fragmentation of media markets Proliferation of media and media sources Retailers gaining power ? manufacturers losing power

14. 14 With IMC in mind, how might you re-design the Prince/Sharapova promotion P? Advertising Sales promotion Direct marketing Personal selling Event marketing Internet marketing

15. 15 How is PR different from advertising? In the marketing professions, advertising has a specific, detailed definition Any paid form of non-personal communication, intended to be persuasive, about an organization, product, service, or idea, delivered by an identified sponsor to a target audience, primarily through mass media.

16. 16 Let�s break it down: advertising is Any paid form of non-personal communication, intended to be persuasive, about an organization, product, service, or idea delivered by an identified sponsor to a target audience primarily through mass media.

17. 17 Using this definition, how is PR different from advertising? Advertising: paid form of communication PR: not always paid Advertising: non-personal PR: often can be personal Advertising: delivered via mass media PR: sometimes via media, sometimes not Includes events, speeches, in-person contact, lobbying

18. 18 How, then, is PR different from �marketing�? From marketer�s perspective, marketing is a huge collection of activities Promotion is one of its 4 subcategories And PR merely one element of the promotion subcategory Thus, to a marketer, PR is much, much smaller than �marketing�

19. 19 But to most PR professionals PR is not (only) one little component of the big marketing world Rather, PR is itself a huge collection or category of activities all designed to build relationships and tell �story� of an organization one activity is marketing but many other activities are distinct from marketing

20. 20 Perhaps the clearest distinction (PR vs. marketing) Audience! Marketing speaks to consumers Public relations speaks to a wide variety of publics Consumers (yes!) Media Employees Stockholders Government Community members

21. 21 What public relations helps an organization do Get its name out to various publics Present its image, identity, and news to those publics (Attempt to) shape the way the publics understand the organization

22. 22 Thus, PR is more than just a marketing tool It�s an example of communication in its broadest sense Creation and dissemination of messages And, as it often uses mass media as its channels� We can begin to understand how PR works by looking at how communication scholars understand the workings of mass media

23. 23 But just because PR is an available tool� �doesn�t mean it�s always used effectively! This brings us to case studies and SWOT analysis

24. 24 Case study assignment