Marketing

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Marketing Public Relations...
...on the RUN!

• A Just Do It Marketing and PR Primer
• For the Time-impaired and Financially-challenged!
• Randy B. Young
• Marketing / Public Relations Specialist
• Department of Public Safety
• University of North Carolina at Chapel Hill
• Chapel Hill, North Carolina

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I. A Brief Warm-up
Definitions Public Relations The
management function which establishes and
maintains relationships between an organization
and the publics upon whom its success
depends. Marketing The management function
which identifies need and wants, offers products
and services to meet those needs, and causes
transactions that deliver those products and
services in exchange for something of value to
the provider. Press Agentry The creation of
newsworthy events and stories to attract positive
media attention and public notice. Publicity
Information from an outside source thats used
by the media because it has news value. It is
an uncontrolled method of placing media the
sourse does not pay for the informations
placement. Advertising Information placed in
the media by a sponsor who pays for time or
space. It is a controlled method of placing
messages in the media.
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II. "Runners to your Marks..."
R.A.C.E. Theory of Marketing / PR
R Research
A Action Plan
C Communication
E Evaluation
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III. "The R.A.C.E. is On!"
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III. "The R.A.C.E. is On!"

• Research
• Informal versus Formal
• Secondary versus Primary

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III. "The R.A.C.E. is On!"

• Types of Informal Research
• Focus Groups
• Conversations
• 1 on 1 interview sessions

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III. "The R.A.C.E. is On!"
Types of Secondary Research College
Essays Gallop or other Valid Polls Media or
Institutional Research Municipal or County Tax
Offices Similar Businesses in other
Markets Internet Searches
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III. "The R.A.C.E. is On!"
Action Plan A Glossary Goals Summative
statements that spell out the overall outcomes of
a communications program. Objectives Specific
knowledge, opinion, and behavioral outcomes to be
achieved for each well-defined target
public. Strategy The overall concept,
approach, or general plan for a program designed
to achieve a goal. Tactic Communication tools
used to support a specific public relations
strategy.
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III. "The R.A.C.E. is On!"
The Crisis Plan
Dos - Review the plan - Notify
employees - Set up news dispatch center -
Give the whole story - Demonstrate concern
first - Re-convene
Donts - Dont speculate - Dont
minimize - Dont delay - Dont say No
Comment! - Dont play favorites - Dont
capitalize
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III. "The R.A.C.E. is On!"
The 7 Cs of Communication
Credibility
Consistency
Context
Channels
Content
Clarity
Capability of Audience
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III. "The R.A.C.E. is On!"
Types of Communication
The Verbal / Spoken Message The Printed
Message The Broadcast Message The Electronic
Message Intangibles / Events
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III. "The R.A.C.E. is On!"
Types of Verbal Communication
Tips on Verbal Communication
Speeches Lectures Interviews Panels Customer
Contact Voicemail
-- Dont beg -- Dont ask for kills -- Dont
flood -- Prioritize -- Keep your cool -- Dont
repeat questionable words -- Say I dont
know! -- Direct answer to direct questions --
Dont cry wolf -- Speak legibly on the phone
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III. "The R.A.C.E. is On!"
Types of Written Communication
Flyers Brochures Releases Ads Newsletters Let
ters
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III. "The R.A.C.E. is On!"
Tips on Written Communication
Brochures -- Go desktop -- Use screens versus
color -- Flat stocks versus glossy
stocks -- Self-mailing (correctly) -- Outline
first -- Draw interest with a photo
or graphic -- Vary paragraph lengths --
Imagine its use Flyers -- Eye-catching
paper stock choices -- Stand-out graphics
Letters -- Dear Ms. or Mr. -- Closing
-- Be concise In Ads -- Use white space --
Use color in ads -- vary sentence lengths --
Talking to You -- (Oh yeah)
Important stuff 1st!
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III. "The R.A.C.E. is On!"
Types of Broadcast Communication
Video News Releases Industrial Videos Internal
Training Videos Radio sit-ins during events
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III. "The R.A.C.E. is On!"
Tips on Broadcast Communication
-- Tie into events -- Use existing
resources for production, i.e., student film
projects -- Use existing resources to avoid
production, i.e, stock film -- Shoot to video
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III. "The R.A.C.E. is On!"
Types of Electronic Communication
Email The Internet
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III. "The R.A.C.E. is On!"
Tips on Electronic Communication
Email -- Dont pass on messages in large
blocks -- Spell correctly -- No graphics in
emails (attach them) -- Urban myths and chain
letters -- Question all attachments -- Look
at sender before hitting Reply or , especially,
Reply to all -- Close with Thank You
or Sincerely -- Avoid large Sig
blocks in closing
The Internet -- Begin with one-page
statement for
other sites -- Dont convert straight from
existing texts -- 1 page per
link no excessive scrolling
-- Put Contents 1st last, including
Return to Home Page
link, a Search site, link,
and a Contact link -- Websites arent
linear not front to back
-- Change the content, not design -- Proof
- 4 seconds of fame
- Proof with children
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III. "The R.A.C.E. is On!"
Types of Intangible Communication
Tips on Intangible Communication
-- Promotions -- Roll-outs and
groundbreakings -- Festivals, parades, street
fairs -- Tie-ins
-- Collaborate financially -- Rent space
-- Grants -- Placement in films, etc. --
Internships -- Educational tie-ins, i.e.,
student art projects
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III. "The R.A.C.E. is On!"
Writing Tips
-- Write like (as) you speak -- Vary lengths
of sentences paragraphs -- Write in the active
voice -- Dont rely on spellcheck devices --
Avoid industry jargon
-- Get rid of the blank page -- Dont
hesitate -- If you can cut it out, cut it
out! -- Proofread OUT LOUD!!!
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III. "The R.A.C.E. is On!"
Evaluation
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IV. In the Long Run...
Prevailing Trends
-- Color use and Data -- Nuclear Family --
Greening of America -- Multi-culturalism --
Patriotism
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V. Breaking the Tape
...Questions?