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Lecture 7 planning mpr

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

The document discusses planning for marketing public relations and audience activities. It outlines 4 key steps: 1) conducting a brand survey to understand customer perceptions, 2) setting SMART goals based on the survey results, 3) evaluating existing marketing public relations inventory, and 4) implementing marketing public relations activities. The document provides examples and details for each step, such as how to conduct a brand survey methodology, how to formulate SMART goals for credibility, trust, and long-term relationships, and how to assess an organization's current marketing public relations tools.

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Post Graduate Diploma in PR & Exhibitions Management Marketing Public Relations and Audience Lecture 7 Planning MPR Developed and Presented by Roy Ying, Msc., BSG, B.Comm., MHKIoD Note: Pictures used in this power point file is for academic Purpose only 1
Table of Contents • Steps in planning MPR 1. Conduct brand survey 2. Set SMART goals 3. Evaluate MPR inventory 4. Implementation of MPR activities • Measuring MPR 2
Step 1: Brand Survey • 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 3
Brand Survey • Example: Reader’s Digest Trusted Brand 4
Methodology • You need a professional partner. RD picked Synovate. It’s one of the biggest research firms in the world with 5,900 staff in 64 countries. • This is for credibility. • People tend to trust professionals. 5
Methodology • Identify your target market 6
Methodology • Scope: 7
Methodology • Structure of questionnaire – It’s about find out what’s important for your customers. 8
Methodology • Ways to reach target audience 9
Results - Insights 10
Results - Behavior 11
Results - Comparison 12
Results – Priority Agenda 13
Results – Working Across Region 14
Results – Punch Line • This is the selling point 15
Step 2: SMART Goals • Identify SMART goals in the following MPR objectives: – Credibility – Trust – Long term relationship • Brand survey tells you where you are. Now you have to think of what’s most important to your firm and set goals, preferably quantitatively 16
SMART - Credibility Which of the following factors do you need to improve? 1. Source credibility 2. Corporate credibility 3. Third party credibility Where do you want to be in the future? 17
SMART - Credibility 1. Source credibility: Trustworthiness – Which source is more credible? – Even if you are comfortable with your position, what do you need to do to maintain? 18
SMART - Credibility 1. Source credibility: Expertise – Which source is more credible? – Is there a need for them to improve? 19
SMART - Credibility 2. Corporate credibility: Celebrity Endorsement on advertising – Is the current celebrity bringing you the level of credibility you want? 20
SMART - Credibility 2. Corporate credibility: Corporate endorser on marketing campaign – Are these clients you are proud of? 21
SMART - Credibility 3. Third-party credibility: Sponsorship, Awards and Surveys…Which ones do you want? 22
SMART - Credibility • Objectives should be based on the factors affecting brand credibility • For example: – Apple Daily: to be viewed as reliable a news source as South China Morning Post – CL: to be the leading financial institution with the expertise in predicting stock market – SAP: to service clientele who are among the Fortune 500 companies – MO: to be the preferred choice of hotel among the rich and famous 23
SMART - Trust Which of the following factors affecting brand trust do you need to improve? 1. Reputation 2. Competence 3. Predictability Where do you want to be in the future? 24
SMART - Trust 2. Competence • A competent brand is one that has the ability to crack a customer’s problem and to meet the need (Butler and Cantrell, 1984; Butler, 1991). • In MPR, the activities are: – Use of well-judged opinion leader or expert figure. – Association of brand with authoritative programs or schemes 25
SMART - Trust 1. Reputation • Consumers assess a brand’s reputation from past experience of third party’s trustworthiness, integrity, and honesty. • What do you think of ATV’s reputation? 26
SMART - Trust 1. Reputation: Trustworthiness • Can you be trusted? • For these 2 cases, what is your perception? 27
SMART - Trust 1. Reputation: Trustworthiness • How you handle crisis will shape people’s perception on your trustworthiness. • For these 2 cases, what is your perception? 28
SMART - Trust 1. Reputation: Integrity • Are you willing to do go the extra mile to do the right thing? Or are you just looking for financial gains? 29
SMART - Trust 1. Reputation: Honesty • Are you telling your customers everything? • Full disclosure is key to honesty. 30
SMART - Trust 2. Competence: Can you name the brands? – Do you think these spokespersons help improve the brand’s level of competence? 31
SMART - Trust 2. Competence: What impression do you have on companies carrying logos of these programs? Do you want them? 32
SMART - Trust 3. Predictability: Do you trust brand with longer history? – Although MPR tools cannot create history, the objective is to draw comparison with competitors 33
SMART - Trust 3. Predictability: Do you trust brand with performance pledge? What benefit will they bring? 34
SMART - Trust • Objectives should be based on the factors affecting brand trust • For example: – Sausantong: to create word-of-mouth by turning every client into their spokespersons – HKU Canteen: to receive honour as a recommended outlet by Michelin Food Guide – Citibank: to project the image of a very reliable bank with a long history – IKEA: to be viewed as a quality product retailer 35
SMART – Long Term Relationship Which of the following factors affecting the long term relationship between you and your clients that you need to improve? 1. Competitor activities 2. Responsiveness to client’s needs 3. Level of customer engagement Where do you want to be in the future? 36
SMART – Long Term Relationship 1. Competitor – How do you want your clients to react when your competitors are offering discounts? 37
SMART – Long Term Relationship 2. Responsiveness – What level of customer service do you want to offer? • Face to face? • Online chat? • Call centre • Performance pledge? 38
SMART – Long Term Relationship 3. Customer Engagement – How much of a voice do you want your customers in shaping your brand? 39
SMART – Long Term Relationship • Or engage people who don’t come to your store, but rather online… 40
SMART – Long Term Relationship • Objectives should be based on the factors affecting long term relationship • These are strategic direction that drives your organization’s relationship with customers. 41
Step 3: MPR Inventory • Before thinking of new initiatives, compile an inventory of your company’s existing public relations activities. – Evaluate how well they are contributing to your MPR objectives – Identify areas for improvement – Propose offerings to fill the gaps 42
MPR Inventory Which tools are you already using? Are they effective? What do you need to improve? • 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 43
Example 44
Example: Colliers • What more can they do? She is an analyst for Colliers 45
Step 4: Implementation • Implementation planning – Identify resources based on scale of MPR activities proposed – Each proposed MPR activity should include resources such as: • Financial • Top management support • Manpower talent • Spokespersons • Working partners • Time line 46
Example: Tennis Classic 47
Financial • Profit / Loss Statement – This will determine whether the MPR activity is financially viable • Cash Flow Statement – This will help you identify the financial risks in implementing the MPR activity 48
Profit / Loss Statement 49
Cash Flow - Revenue 50
Cash Flow - Expenditure 51
Top Management Support 52
Manpower Talent • Do you have internal resources to put this activity together? Can you outsource? 53
Spokespersons • Everyone has to show up and speak! 54
Working Partners • Identify Stakeholders • Solicit Sponsorship • Develop Supplier List • Manage Request For Proposals (RFP) 55
Time Line 56
Gantt Chart 57
MPR Evaluation • Examples are: 58

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Lecture 7 planning mpr

  • 1. Post Graduate Diploma in PR & Exhibitions Management Marketing Public Relations and Audience Lecture 7 Planning MPR Developed and Presented by Roy Ying, Msc., BSG, B.Comm., MHKIoD Note: Pictures used in this power point file is for academic Purpose only 1
  • 2. Table of Contents • Steps in planning MPR 1. Conduct brand survey 2. Set SMART goals 3. Evaluate MPR inventory 4. Implementation of MPR activities • Measuring MPR 2
  • 3. Step 1: Brand Survey • 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 3
  • 4. Brand Survey • Example: Reader’s Digest Trusted Brand 4
  • 5. Methodology • You need a professional partner. RD picked Synovate. It’s one of the biggest research firms in the world with 5,900 staff in 64 countries. • This is for credibility. • People tend to trust professionals. 5
  • 8. Methodology • Structure of questionnaire – It’s about find out what’s important for your customers. 8
  • 9. Methodology • Ways to reach target audience 9
  • 13. Results – Priority Agenda 13
  • 14. Results – Working Across Region 14
  • 15. Results – Punch Line • This is the selling point 15
  • 16. Step 2: SMART Goals • Identify SMART goals in the following MPR objectives: – Credibility – Trust – Long term relationship • Brand survey tells you where you are. Now you have to think of what’s most important to your firm and set goals, preferably quantitatively 16
  • 17. SMART - Credibility Which of the following factors do you need to improve? 1. Source credibility 2. Corporate credibility 3. Third party credibility Where do you want to be in the future? 17
  • 18. SMART - Credibility 1. Source credibility: Trustworthiness – Which source is more credible? – Even if you are comfortable with your position, what do you need to do to maintain? 18
  • 19. SMART - Credibility 1. Source credibility: Expertise – Which source is more credible? – Is there a need for them to improve? 19
  • 20. SMART - Credibility 2. Corporate credibility: Celebrity Endorsement on advertising – Is the current celebrity bringing you the level of credibility you want? 20
  • 21. SMART - Credibility 2. Corporate credibility: Corporate endorser on marketing campaign – Are these clients you are proud of? 21
  • 22. SMART - Credibility 3. Third-party credibility: Sponsorship, Awards and Surveys…Which ones do you want? 22
  • 23. SMART - Credibility • Objectives should be based on the factors affecting brand credibility • For example: – Apple Daily: to be viewed as reliable a news source as South China Morning Post – CL: to be the leading financial institution with the expertise in predicting stock market – SAP: to service clientele who are among the Fortune 500 companies – MO: to be the preferred choice of hotel among the rich and famous 23
  • 24. SMART - Trust Which of the following factors affecting brand trust do you need to improve? 1. Reputation 2. Competence 3. Predictability Where do you want to be in the future? 24
  • 25. SMART - Trust 2. Competence • A competent brand is one that has the ability to crack a customer’s problem and to meet the need (Butler and Cantrell, 1984; Butler, 1991). • In MPR, the activities are: – Use of well-judged opinion leader or expert figure. – Association of brand with authoritative programs or schemes 25
  • 26. SMART - Trust 1. Reputation • Consumers assess a brand’s reputation from past experience of third party’s trustworthiness, integrity, and honesty. • What do you think of ATV’s reputation? 26
  • 27. SMART - Trust 1. Reputation: Trustworthiness • Can you be trusted? • For these 2 cases, what is your perception? 27
  • 28. SMART - Trust 1. Reputation: Trustworthiness • How you handle crisis will shape people’s perception on your trustworthiness. • For these 2 cases, what is your perception? 28
  • 29. SMART - Trust 1. Reputation: Integrity • Are you willing to do go the extra mile to do the right thing? Or are you just looking for financial gains? 29
  • 30. SMART - Trust 1. Reputation: Honesty • Are you telling your customers everything? • Full disclosure is key to honesty. 30
  • 31. SMART - Trust 2. Competence: Can you name the brands? – Do you think these spokespersons help improve the brand’s level of competence? 31
  • 32. SMART - Trust 2. Competence: What impression do you have on companies carrying logos of these programs? Do you want them? 32
  • 33. SMART - Trust 3. Predictability: Do you trust brand with longer history? – Although MPR tools cannot create history, the objective is to draw comparison with competitors 33
  • 34. SMART - Trust 3. Predictability: Do you trust brand with performance pledge? What benefit will they bring? 34
  • 35. SMART - Trust • Objectives should be based on the factors affecting brand trust • For example: – Sausantong: to create word-of-mouth by turning every client into their spokespersons – HKU Canteen: to receive honour as a recommended outlet by Michelin Food Guide – Citibank: to project the image of a very reliable bank with a long history – IKEA: to be viewed as a quality product retailer 35
  • 36. SMART – Long Term Relationship Which of the following factors affecting the long term relationship between you and your clients that you need to improve? 1. Competitor activities 2. Responsiveness to client’s needs 3. Level of customer engagement Where do you want to be in the future? 36
  • 37. SMART – Long Term Relationship 1. Competitor – How do you want your clients to react when your competitors are offering discounts? 37
  • 38. SMART – Long Term Relationship 2. Responsiveness – What level of customer service do you want to offer? • Face to face? • Online chat? • Call centre • Performance pledge? 38
  • 39. SMART – Long Term Relationship 3. Customer Engagement – How much of a voice do you want your customers in shaping your brand? 39
  • 40. SMART – Long Term Relationship • Or engage people who don’t come to your store, but rather online… 40
  • 41. SMART – Long Term Relationship • Objectives should be based on the factors affecting long term relationship • These are strategic direction that drives your organization’s relationship with customers. 41
  • 42. Step 3: MPR Inventory • Before thinking of new initiatives, compile an inventory of your company’s existing public relations activities. – Evaluate how well they are contributing to your MPR objectives – Identify areas for improvement – Propose offerings to fill the gaps 42
  • 43. MPR Inventory Which tools are you already using? Are they effective? What do you need to improve? • 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 43
  • 44. Example 44
  • 45. Example: Colliers • What more can they do? She is an analyst for Colliers 45
  • 46. Step 4: Implementation • Implementation planning – Identify resources based on scale of MPR activities proposed – Each proposed MPR activity should include resources such as: • Financial • Top management support • Manpower talent • Spokespersons • Working partners • Time line 46
  • 48. Financial • Profit / Loss Statement – This will determine whether the MPR activity is financially viable • Cash Flow Statement – This will help you identify the financial risks in implementing the MPR activity 48
  • 49. Profit / Loss Statement 49
  • 50. Cash Flow - Revenue 50
  • 51. Cash Flow - Expenditure 51
  • 53. Manpower Talent • Do you have internal resources to put this activity together? Can you outsource? 53
  • 54. Spokespersons • Everyone has to show up and speak! 54
  • 55. Working Partners • Identify Stakeholders • Solicit Sponsorship • Develop Supplier List • Manage Request For Proposals (RFP) 55
  • 56. Time Line 56