COMM6026 Lecture 8 - planning mpr
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The document outlines the 6 steps to planning marketing public relations (MPR): 1) Conduct a brand survey, 2) Identify SMART goals for credibility, trust, and relationships, 3) Compile an inventory of existing PR activities, 4) Identify gaps, 5) Identify working partners, and 6) Budget planning and integration. The objectives of MPR are to build credibility, trust, and long-term relationships through various tools and activities.
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COMM6026 Lecture 8 - planning mpr
- 1. DA010 - Professional Diploma in Public Relations - COMM6026EP Marketing Public Relations: Principles and Practice (2012/01) Lecture 8 Planning MPR Developed and Presented by Roy Ying, Msc., B.Comm. Note: Pictures used in this power point file is for academic Purpose only 1
- 2. MPR Objectives • Essentially, MPR is trying to persuade customers to buy more of its products. • The approaches are to build credibility, trust and long term relationship. 2
- 3. MPR Activities • What kind of tools companies can deploy? • Advertorials • Surveys and researches • Contests • Seminars and forums • Special events • CSR initiatives • Public service tie-ins • Certifications • Trade shows and • Grooming of spokesperson exhibitions • Social media • Festivals & parades • Customer engagement • Sponsorships • Press conferences, media tours & receptions 3
- 4. Advertorial • It’s a form of advertising, except that it’s in an editorial format, usually slightly different from the newspaper’s layout, design and colouring. 4
- 5. Contest • Winning awards in contest can effectively generate media endorsement, especially if it is from a respected organizer. 5
- 6. Special events • Be more visible to the public and media. 6
- 7. Public Service Tie-in • Very common for charity purpose (e.g., proceed of this campaign will go to a worthy cause) to encourage spending. 7
- 8. Trade shows and exhibitions • It is probably the most effective way to be visible in front of target buyers. 8
- 9. Festival and parade • Co-brand your brand with festivals. 9
- 10. Sponsorship • Instead of organizing your own event, sponsorship can increase your visibility in front of target audience. What are they What are they getting out of the getting out of the millions of dollars millions of dollars of sponsorship of sponsorship fee? fee? 10
- 11. Sponsorship • Sometimes, sponsorship can come in a “soft” approach. 11
- 12. Press conf, media tour & reception • Apple’s press conferences with Steve Jobs are very successful. Media will definitely come, and also report. Apart from media Apart from media publicity, what publicity, what other objective itit other objective has achieved? has achieved? 12
- 13. Surveys and researches • Survey can often bring your story to the news. • Research is a sign of commitment that your company is a leader of the industry. 13
- 14. Seminars and forums • Companies often partner with a non-profit organization to organize seminars to position itself as an opinion leader. • Another approach is to seek invitations from event organizers as speakers to their conferences. 14
- 15. CSR Initiatives • It is not only a MPR activity, some countries are making CSR a mandatory disclosure requirement on annual reports. 15
- 16. Certificates and accreditation • These add to the credibility of your company as they mean something to consumers. 16
- 17. Spokespersons • Your spokespersons represent your company’s brand. Hiring celebrities is a quick way to appeal your brand to the fans of the artist, but it’s not sustainable. • You have to “own” your spokesperson. 17
- 18. Social media • It is an interactive platform between you and the customers. • No 1 concern is content creation. 18
- 19. Customer engagement • Engage your customers to give you feedback and interaction. 19
- 20. MPR Planning Steps • MPR objectives: – Credibility – Trust – Long term relationship • How do you achieve these objectives? • How do you measure success? • How to plan MPR? 20
- 21. Class Discussion: What are the key messages? • Identify 3 things they all say that are important in marketing? 21
- 22. Planning MPR – Step 1/6 • Conduct a brand survey – What your customers are saying – What’s important to them – What perception people have on your brand – What they like and dislike – What key messages you need to address – What are their behavior – How do they think of you vs. your competitors 22
- 23. Planning MPR – Step 2/6 • Identify SMART goals in the following MPR objectives: – Credibility – Trust – Long term relationship • It’s not yet what you need to be doing, but rather where you want to be in 3 to 5 years. 23
- 24. Planning MPR – Step 3/6 • Before thinking of new initiatives, compile an inventory of your company’s existing public relations activities. • Evaluate how they can contribute to your MPR objectives, and take action to improve. • For example, your website: – Is it helping you talk to your customers? – Is it user friendly? – Can media download information they need? – Are there CSR message you can deliver? – Does it allow users to leave messages? 24
- 25. Planning MPR – Step 4/6 • Identify gaps in your MPR offering. • For example, suppose from your brand survey shows that your customers’ buying behavior can be influenced by the brand’s commitment to CSR. • You may wish to propose to the senior management to establish a community caring committee with an objective to be awarded a “Caring Company” certificate in the first year. • As it is a long term commitment, you may wish to think further with an ultimate goal of implementing a CSR strategy that can position your company as a responsible corporate citizen which adds value to trust. 25
- 26. Planning MPR – Step 5/6 • Identify working partners • Who are your stakeholders? – Government – Employees – NGOs – Certification bodies – Media – Service providers 26
- 27. Planning MPR – Step 6/6 • Budget planning • Integration of MPR initiatives to different level of the organization • Evaluate performance 27