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ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 17
ROLE OF PUBLIC RELATIONS IN MARKETING
Overview
This lecture will explain various functions and roles of public relations in marketing and how does it
provide support in this effort. The students will also be apprised of the role of public relations in market
education, besides providing a guide line in relation to the market mix and for devising an effective market
education strategy.
Public Relations has become a very important profession as it provides the desired support as and when
needed for the implementation of various programs including marketing. In fact marketing now a days
primarily depends upon the support provided by the public relations department .The major components of
the support provided by PR in marketing are enumerated below:
1.
Publicizing news & events.
2.
Promoting established products or services.
3.
Creating a favorable reputation of the company.
4.
Arranging & publicizing public appearance of marketing spokespersons.
5.
Probing public opinion. (research)
6.
Attracting news media coverage of sales conferences, trade shows &other sales promotion events.
7.
Assisting in programs concerning consumerism.
8.
The following figure will explain the role of PR in marketing by using four P's signifying different
segments
of
this
role.
4 P's to PR Role in marketing.
Public Relations
PRODUCT
PLACE
PRICE
PROMOTION
The basic purpose of dividing the role in four "P's" as illustrated in above figure is to explain the scope in
which PR provides support to marketing.
·  The first "P" denotes Product meaning thereby the PR determines the features by
ascertaining its quality and standard.
·  The second "P" pertains to the place of origin and the territory of marketing.
·  The third "P" determines the price keeping in mind the market trend, acceptability and
the prevalent competition. and ;
·  The fourth "P" ascertains the role in the promotion of the product.
PR And Marketing Mix.
1. Conception, innovation or modification of new product.
2. The place of the product in product life cycle.
3. Marketing research.
4. Naming & Branding.
5. Product image.
6. Market segment.
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Fundamentals of Public Relations ­MCM 401
VU
7.
Pricing.
8.
Product mix, rationalization & standardization.
9.
Packaging.
10.
Distribution.
11.
Sales force.
12.
Market education.
13.
Corporate & financial public relations.
14.
Test marketing.
15.
Advertising.
16.
Industrial relations.
17.
Advertising research.
18.
Sales promotion.
19.
The after market; after sales service, spares, guarantees, instructions.
20.
Maintaining customer interest & loyalty.
Public Relations & Market Education
3 Fold Effect Of Market Education In Advertising.
1. Will help to make advertising more quickly acceptable & productive in response.
2. Could make less weighty advertising possible.
3. Whatever advertising is conducted, it is likely to be more economical.
-- Thus overall marketing expenses could be reduced if more was spent on Public Relations.
How To Educate The Market
2 Kinds of Market Education
One kind of market education prepares the market in advance... Also called pre-selling.
Second kind of marketing education occurs with products & services that are already on the market.
2 Types of Market
1st type of market: The people who sell your products or service --- Trade.
2nd type of market: The people who buy or use your products --- Consumers or users.
Effects Of Adopting Market Education Strategy.
1. It helps to minimize sales resistance.
2. Easier for the sales force to achieve `adequate distribution' prior to advertising.
3. It helps to reduce the cost of advertising.
4. It makes advertising more effective.
Techniques Adopted For Market Education.
1. A media relations campaign in press, radio and TV.
2. Testing of prototype by potential users often providing material for media relations.
3. Production of slides, videos & other audio & visual aids for use at dealers, customers conventions
etc.
4. Work visits for dealers.
5. Special campaigns aimed at particular opinion leaders or influential groups.
6. The production of printed material which may be needed to support these activities.
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Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING