Let's consider Prince's Maria Sharapova promotion from a '

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PR and its contextsPart 1PR, marketing, and
IMC

• September 14, 2006

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What do I mean by contexts?

• PR overlaps with, and subsumes, many other
  functions and industries
• Media/journalism
• Marketing
• Politics and public affairs
• Yet PR is distinct from these
• A piece of the marketing pie
• Yet also its own adjoining cake

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Todays topic PR and marketing

• Lets put on our marketing hats
• If you work in product marketinge.g., as Crest
  brand manager at Procter Gamble
• then to YOU, PR is one of many available tools in
  your marketing tool box
• alongside of, and often overlapping with,
• Advertising
• Sales promotion
• Direct marketing
• Personal selling

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What is marketing?

• How would YOU define it?
• Heres how the AMA (American Marketing
  Association) defines marketing
• The process of planning and executing the
  conception, pricing, promotion, and distribution
  of ideas, goods, and services to create exchanges
  that satisfy individual and organizational
  objectives

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Notice, then

• Marketing is ultimately about consumers
• While this is true of SOME aspects of PR, the
  consumer is not the only focus of PR
• PR talks to various publics, many of whom are not
  consumers
• Employees, stockholders, fellow community
  members, financial community, government
• And the media themselves!

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How else is PR different from marketing?

• Most marketing communications (esp. advertising)
  are delivered through the media
• But PR uses other (non-mediated) ways to
  communicate
• Speeches
• Events
• In-person communication

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However

• As marketing becomes more sophisticated, it is
  more customer-relationship oriented
• And here marketing starts to overlap with PR more
  than it used to
• So lets consider the 4 Ps

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We can move from the AMAs definition of
marketing

• The process of planning and executing the
  conception, pricing, promotion, and distribution
  of ideas, goods, and services to create exchanges
  that satisfy individual and organizational
  objectives
• to something a little easier to work with the
  4 Ps

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The 4 Ps(a/k/a the marketing mix
Price
Product
Promotion
Place
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The 4 Ps (marketing mix)
Product -Features -Research development -Packagi
ng -Brand

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The 4 Ps (marketing mix)
Product -Features -Research development -Packagi
ng -Brand
Price -Amt. charged -Price image -Price
reductions

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The 4 Ps (marketing mix)
Product -Features -Research development -Packagi
ng -Brand
Price -Amt. charged -Price image -Price
reductions
Place (distribution) -Channel (where
sold) -Markets covered -Transportation
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The 4 Ps (marketing mix)
Product -Features -Research development -Packagi
ng -Brand
Price -Amt. charged -Price image -Price
reductions
Promotion -Advertising -Personal selling -Sales
promotion -Event marketing -Marketing PR -Direct
marketing -Internet -other interactive media
Place (distribution) -Channel (where
sold) -Markets covered -Transportation
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Whats true of all elements of the promotion P?

• They concern the coordination of all information
  and persuasion channels
• to sell goods and services
• or promote an idea
• or an organization
• In short, the Promotion P contains all the
  communication functions of marketing

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So, PR, seen through this lens (that of a
marketer)

• is just one element of the marketing mixs
  promotion P(To a PR professional, PR is an
  entire worldbut were only looking through the
  marketing lens today!)

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Lets consider Princes Maria Sharapova promotion
from a 4 Ps perspective

• Article in Gazette is example of?
• How might other promotion elements be executed?
• Advertising
• Sales promotion
• Direct marketing
• Personal selling
• Event marketing
• Internet marketing

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And another thing

• We cant talk about marketing today (in 21st
  century)
• without talking about IMC
• Integrated marketing communications

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IMC in a nutshell

• All the elements of the promotion P working
  together
• Common communication elements
• Common themes
• Common tones
• Common goals

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Why IMC now?

• For years,
• Most marketing spent on traditional media
  advertising
• Strict separation of media advertising from other
  marketing efforts (PR, sales promotion, etc.)

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But starting in the 1980s

• Companies begin seeing need for coordination of
  marketing elements
• Some asked their ad agencies to oversee other
  functions
• Others used OTHER agencies for DM, PR, etc.
• Agencies responded by diversifying acquiring

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Most successful marketers now recognize
importance of

• Creating coordinated, unified front consistency
  of message image
• Economy of coordination
• Synergy of communication
• elements support each other
• complement each other
• build on each others strengths

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IMC takes big-picture approach

• Adds value to comprehensive plan
• Oversees all promotional efforts
• Various communication functions actually work
  with each other!
• Consistency of message image
• Centralized messaging function
• Communicate with one voice, one look, one image

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With IMC in mind, how might you re-design the
Prince/Sharapova promotion P?

• Advertising
• Sales promotion
• Direct marketing
• Personal selling
• Event marketing
• Internet marketing

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Advantages to IMC approach (client perspective)

• Avoid duplication of effort (and wasting )
• Take advantage of synergy
• Develop more efficient marketing communication
  programs
• Recognizes increasing use of new technologies
• Responds to media fragmentation

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Also driving the IMC movementthe marketing
revolution

• Shift of marketing away from media advertising
• Why did this happen?
• Fragmentation of media markets
• Proliferation of media and media sources
• Retailers gaining power ? manufacturers losing
  power

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Not to mention

• Database marketing evolution ?
• direct marketing, telemarketing, and direct mail
• Client demand for greater ad-agency
  accountability
• (prove that my advertising is working!)
• Growth of Internet

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Also important relationship marketing

• This is where long-held priorities of PR have
  contributed most visibly to the IMC revolution
• Importance of relationships
• Marketers finally recognize that
• its not good enough to make one exchange (sale,
  donation)
• you need to develop and cultivate long-term
  relationships
• More cost-effective to retain old customers than
  acquire new ones

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The 4 Ps (marketing mix)
Product -Features -Research development -Packagi
ng -Brand
Price -Amt. charged -Price image -Price
reductions
Promotion -Advertising -Personal selling -Sales
promotion -Event marketing -Marketing PR -Direct
marketing -Internet -other interactive media
Place (distribution) -Channel (where
sold) -Markets covered -Transportation
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How is PR different from advertising?

• In the marketing professions, advertising has a
  specific, detailed definition
• Any paid form of non-personal communication,
  intended to be persuasive, about an organization,
  product, service, or idea, delivered by an
  identified sponsor to a target audience,
  primarily through mass media.

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Lets break it down advertising is

• Any paid form of
• non-personal communication,
• intended to be persuasive,
• about an organization, product, service, or idea
• delivered by an identified sponsor
• to a target audience
• primarily through mass media.

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Using this definition, how is advertising
different from PR?

• Advertising paid form of communication
• PR not always paid
• Advertising non-personal
• PR often can be personal
• Advertising delivered via mass media
• PR sometimes via media, sometimes not
• Includes events, speeches, in-person contact,
  lobbying

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How, then, is PR different from marketing?

• From marketers perspective, marketing is a huge
  collection of activities
• Promotion is one of 4 subcategories
• And PR merely one element of the promotion
  category
• Thus, to a marketer, PR is much, much smaller
  than marketing

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But to most PR professionals

• PR is not (only) one little component of the big
  marketing world
• Rather, PR is itself a huge collection or
  category of activities
• one of which is marketing
• but many others of which are distinct from
  marketing

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Perhaps the clearest distinction (PR vs.
marketing)

• Audience!
• Marketing speaks to consumers
• Public relations speaks to a wide variety of
  publics
• Consumers (yes!)
• Media
• Employees
• Stockholders
• Government
• Community members

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PR marketing-oriented or otherwise?

• In the 4Ps chart, PR is very specifically
  marketing-oriented
• Focuses on communication with customers/consumers
• Outside of a marketing/IMC perspective, PR has
  other publics, other applications

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Your media kits

• Which function(s) can you identify?
• Which publics are being addressed?