Public Relations
and Marketing
Chapter 13
Public Relations:
A Values-Driven Approach
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Why Study Marketing?
• Marketing focuses on consumers
– as does consumer relations (or marketing public
relations), part of public relations.
• Public relations programs can affect
marketing programs—and vice versa.
• 21st-century marketing seeks to build
relationships—just like public relations.
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The Decline of Mass Marketing
• Professor E. W. Brody notes that …
– mass media continue to proliferate;
– audiences continue to fragment;
– new uncontrolled media are supplanting old
media; and
– media that target individuals with personalized
messages are growing in number and
effectiveness.
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An Alternative to Mass Marketing
• Consumer-focused marketing
– Best known form is integrated marketing
communications (IMC)
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Integrated Marketing
Communications
• IMC practitioners ...
– focus on individual consumers;
– use databases to store information on individual
consumers;
– send well-focused, individual messages through a
variety of consumer-preferred media; and
– use interactive media, constantly seeking
information about consumers.
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Consumer Focused Marketing
• Besides IMC
– database marketing
– relationship marketing
– customer relationship management
– integrated brand communication
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Three Pillars of IMC
• Advertising: the use of controlled media in an
attempt to influence the actions of targeted
publics.
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Three Pillars of IMC
• Marketing: the process of researching,
creating, refining, and promoting a product or
service—and distributing that product or
service to targeted consumers.
• Promoting includes sales promotions,
personal selling, direct marketing, and more.
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Three Pillars of IMC
• Public relations: the values-driven
management of relationships between an
organization and the publics that can affect its
success.
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Three Pillars of IMC
• Each discipline follows a process of research,
planning, communication, and evaluation.
• Public relations is not a subset of marketing.
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Impact of Consumer Focused
Marketing on Public Relations
• Use of new technologies, including databases
• Mergers of advertising agencies and public
relations agencies
• Continuing education for marketing public
relations practitioners
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Impact of Public Relations on
Consumer Focused Marketing
• Breaking down publics into smaller units
• Importance of two-way communication
• Selection of communications media based on
preferences of targeted publics
• A willingness to consider changing our own
behavior
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Differences between Public
Relations and Marketing
• Marketing focuses primarily on only one
public: consumers.
• 1991 panel of experts:
– Public relations and marketing are “separate and
equal, but related functions.”
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A Closer Look at Marketing
• The Four P’s
–
–
–
–
–
Product
Price
Place
Promotion
Public relations?
• Consistency of marketing-mix messages?
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Marketing Public Relations
• Marketing public relations focuses on
building relationships with consumers.
• Traditional tactics include
– product or service-oriented news releases, media
kits, video news releases, and news conferences;
– spokesperson appearances;
– special events;
– satellite media tours; and
– displays at trade shows.
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A Closer Look at IMC
• Replacement of the Four P’s by the Four C’s:
– Product has become Consumer wants and needs;
– Price has become Consumer’s cost;
– Place has become Convenience to buy; and
– Promotion has become Communication.
• Sending one clear message through a variety
of media
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How IMC Works
• Professor Tom Duncan’s IMC audit:
– analysis of communications network;
– identification and prioritization of stakeholders;
– evaluation of organization’s consumer databases;
– content analysis of all messages; and
– assessment of organizational attitudes toward
IMC.
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Matthew P. Gonring describes …
Creating an IMC Campaign
• Create shared performance measures.
• Use databases and issues management to
understand stakeholders.
• Identify all contact points for the company
and its products.
• Create plans for each local market.
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Matthew P. Gonring describes …
Creating an IMC Campaign
• Create compatible themes, tones, and quality.
• Hire only team players.
• Link IMC with management processes.
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Problems with
Consumer Focused Marketing
• Jealousy, or “turf battles”
• Increasing complexity and cost of technology
• Growing concerns for consumer privacy
• Excessive focus on consumer values
– at expense of company values
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