Marketing Communications Lecture 6

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Marketing Communications Lecture 6

• Objectives
• How Public Relations operates
• Writing Press Releases
• Press Conferences
• Word of Mouth
• Product Placement
• Sponsorship

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Public Relations

• The Planned and Sustained effort to establish
  and maintain goodwill and mutual understanding
  between an organization and its publics
• Customers
• Employees
• Shareholders
• Trade Bodies
• Suppliers
• Government Officials
• Society in general

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PR Activities

• Organizing press conferences
• Staff Training Workshops
• Events Recruitment Fairs, Trade Shows c
• Handling criticisms and complaints
• Preparing senior management to meet the press
• Internal Marketing setting the organizations
  culture towards a customer orientation

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How to be the Bearer of Bad News

• How to be the Bearer of Bad News
•  Control information
• Create a Strategy
• Know your tiers
• Create a rapid response
• Resource
• Create Confidence
•  

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Effectiveness of PR

• Free better use of budget
• Credibility not paid for
• More likely to be read.

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Organizational Needs

• Output recruitment programmes
• Survival publicity for customers
• Morale staff newsletters, staff social
• Acceptability favourable press, keeping
  stakeholders onside
• Leadership Corporate image-building,
  sponsorship of research and the arts
• Pearson Setting Corporate Objectives as a
  basis for action, 1980.

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Public Relations action areas

• Staff
• Crisis management
• Corporate Slogans
• Persuasion, not diktat.

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The Press - Writing Press Releases

• Answer the questions Who? Why? What? When? Where?
• Press Releases are not advertisements
• Write in the style of the publication
• Give a contact for further information
• Attach a good photograph if appropriate
• Make sure its newsworthy
• Learn to spell, punctuate, and use correct
  grammar
• Make it distinctive special paper layout.

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Ten Reasons Why I Chucked Your Press Release In
The Bin

• Takes up more than two sides (and the first three
  sentences are so dull there's no point in
  continuing the torture)
• Arrives the day AFTER the event it's talking
  about
• Includes a photograph, even though it's been sent
  to a radio station, so it clearly hasn't been
  targeted
• Tells us you've just won a charter mark. Get
  real. Who cares?
• Mentions a link-up with a rival media
  organisation.
• Has no contact numbers on it.
• Has contact numbers, but when we call them, the
  person we need to speak to for interview or
  further comment is away llama trekking in the
  Andes
• Includes the words "joint initiative",
  "strategic", "multi-agency" and "partnership" -
  often in the same sentence
• Written by someone who has no idea of what makes
  news (because they've never asked) and has
  clearly been pressured into putting something out
  by an overly keen councillor/officer/etc
• Boring!

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Media Event

• Make sure youve got something interesting to say
• Investigate the negatives and upfront them
• Get the chiefs there and train them
• Invite journalists you get on with
• Not too many refreshments (but some!)
• Be truthful
• Photo opportunities
• Learn about deadlines!

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Influence

• Address the influencers shareholders,
  government, workforce, pressure groups
• Respond to press statements with facts, evidence,
  photos, PROMPTLY
• PR Helps build a positive image,
• Counters bad publicity
• Improves employee motivation
• Improves effectiveness of other PM tools
• But no direct sales effect, no cover-up of
  adverse aspects, not to be used alone.

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Word of Mouth

• Press Releases
• Bring-a-friend
• Awards and Certificates
• Group and club membership
• T-shirts and promotional accessories
• Difficult to initiate
• Difficult to control.

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Influentials who makes the difference

• Demographics
• Social Activity
• General Attitudes
• Personality and Lifestyle
• Product related.

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Complaints

• 1 in 26 complain
• Each unhappy person tells 11 others
• Each happy person tells 4 others
• Therefore, in 26 people who receive bad service,
  there are 275 (25x11) opportunities for negative
  promotion, 4 opportunities for positive promotion
  if we can convert the complainer.
• Encourage complaints!
• Handle them well!.

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Product Placement

• The placing of Brands in films, theatres and TV
  shows
• James Bond Cars BMW, TVR
• Mentioning Brands on non-commercial radio/TV
• Books
• Works by Association with positive images the
  Carling Black Label effect? (lt)

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Product Placement
Legal Issues relating to the product (eg
tobacco). Relating to the payment of money in
which case it becomes an advertisement and
subject to advertising regulations Care with
negative images in the James Bond film Tomorrow
Never Dies, James Bond drove a BMW (in fact, 10
of them were used/destroyed) the baddies drove
Range Rovers!.
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Sponsorship

• Subliminal Association - Image
• Positive connections
• Empathy
• Gratitude
• Tax situation

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Seminar

• TV Adverts
• Product Placement
• PanAm and British Midland
• Handling Bad News

The Lockerbie Disaster On the evening of December
21st 1988 an American passenger jet exploded
nearly six miles above the small Scottish town of
Lockerbie. All 259 people on board and 11 people
on the ground were killed. Much of the town was
devastated. One man has been held responsible...
A British Midland passenger jet en route from
Heathrow to Northern Ireland crashed a few
hundred yards from the runway at East Midlands
airport, killing 47 people. The Boeing 737-400
ploughed into an embankment of the M1 motorway
near the Leicestershire village of Kegworth.
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