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COMM6026 Lecture 7 - how mpr add value and mpr planning

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THE HANG SENG UNIVERSITY OF HONG KONG
THE HANG SENG UNIVERSITY OF HONG KONG

Here are some PR techniques a casino hotel could deploy to build credibility, trust and long term relationships: 1. Participate in and sponsor local charitable events to build goodwill and demonstrate the casino is a responsible community partner. This helps build credibility. 2. Launch a player loyalty program that rewards regular customers with perks and special offers. This helps develop long term relationships with customers. 3. Implement a transparent feedback system and community forum where customers can provide input and feedback. Addressing customer concerns promptly builds trust. 4. Leverage third party endorsements from travel reviewers and guidebooks. Positive coverage from impartial sources enhances credibility. 5. Train staff to provide excellent customer service and make personal connections with guests

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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
Early MPR Activity • Long before MPR theories existed 2
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
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
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
Value of MPR • Enhancement of company credibility, trust and long term relationship with target audience 6
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
CSR - Building 8
CSR Nightmare 9
Is this bad for brand credibility? • In the short term yes, but it is responding to customer’s needs for safety. 10
Value of MPR • Enhancement of company credibility, trust and long term relationship with target audience. 11
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
Ways to build trust • Assurance helps, but you have to deliver. 13
Ways to build trust • Participation in “trust” scheme helps. 14
Ways to build trust • Survey helps. 15
Ways to build trust • Media endorsement helps. 16
Ways to build trust • Online forum discussion is almost a must. 17
Ways to build trust • 3rd party endorsement is always preferred. 18
Value of MPR • Enhancement of company credibility, trust and long term relationship with target audience. 19
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
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
Long term relationship • Don’t forget the social media. There are more messages left on the web than anywhere else. 22
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
Long Term Relationship Personal interaction • Personal connections – Instead of CRM, account servicing and personal relationship are preferred. 24
Long Term Relationship Personal interaction • Customer service – CRM is useful, but no need to spend millions of dollars. It can be very simple. 25
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
Long term relationship • Let’s see how Apple believes 27
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

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COMM6026 Lecture 7 - how mpr add value and mpr planning

  • 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
  • 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