The Marketer's Guide to Public Relations in the 21st Century
Some notes from The Marketer’s Guide to Public Relations in the 21st Century
Public relations are said to have started with the opening of The Publishing Bureau during 1900 in Boston, MA
There are numerous definitions for Marketing Public Relations (MPR), but the simplest is: an information program to influence sales
To the four Ps of marketing (Product, Price, Place and Promotion), Kotler adds Power (push) and Public Relations (pull)
The Three Dimensions: Push communications to customers, Pull in eager users, or Pass gatekeepers (legislators, regulators, etc)
Harris Grid: Four-segment matrix of media and consumer interest in a story. For A (high interest for both), just announce a product. B (consumers interested, media not), borrow interest, perhaps by sponsoring a media-friendly event. C (media interested, consumers not), highlight reasons to buy. D (neither interested), hope for the best
Segment the market, then target the most valuable segments. ‘For a segment’ 'who wants something’ 'our product’ 'provides something’ 'unlike competitor’ 'our product value’
MPR involves relationships between management, employees and customers. External communications are essential, but what about internal communications from management to employees? Relationship marketing from management to customers? Or interactive marketing from field employees to customers?
Targets: awards, anniversaries, books, competitions, swag, endorsements, fan clubs, press releases, product placements, public service projects, research, stunts, surveys
News: timelineness, prominence, proximity, significance, unusualness, human, conflict, newness
Convention Attraction Efficiency: Booth visitors divided by the estimated target audience at the convention
Convention Conversion Efficiency: Quality leads divided by booth visitors
Experiential Marketing: Giving potential customers a 'taste’
B2B Marketing: Characterised by small budgets, many trade publications, relationships with customers rather than users, and small staffs
Industrial Marketing Budget: 51% sales, 15% exhibition, 12% advertisement, 10% direct marketing, 7% press releases, 5% telecommunications
Social Responsibility Marketing: The 'triple bottom line’ of marketing