COMM6026 Lecture 7 - how mpr add value and mpr planning

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Marketing Public Relations: Principles

and Practice (2012/01)

Lecture 7

How MPR Add Values?

Developed and Presented by

Roy Ying, Msc., B.Comm.

Note: Pictures used in this power point file

is for academic Purpose only

DA010 - Professional Diploma in Public Relations - COMM6026EP

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Early MPR Activity

• Long before MPR theories existed

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How did it add value?

• The campaign, entitled Light's Golden Jubilee, began in May, with a massive publicity effort and ended on October 21 with the event of the year, President Hoover dedicating the Edison Institute of Technology in Dearborn, Michigan.

• The event was attended by such notables as President Hoover, Henry Ford, Orville Wright, John D. Rockefeller, Jr., and Madame Curie.

• Press representatives included members of the wire services, weekly newsreels, and photographers. Members of 15 of the most important newspapers in the country were invited as well as a number of outstanding journalists.

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Who was in charge?

• Edward Bernays – “Father of PR”

• Nephew of Sigmund Freud

• He invented the idea of press release.

• He was the first who advocated the use of “third-party authority”.

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What did he do?

• Six months before the dedication ceremony, stories about Edison and the history of the incandescent light were sent out to the managing editors of local and national newspapers.

• The letterhead included the names of such supporters as President Hoover and Henry Ford. Newspapers and magazines began to run their own stories on the event, and towns across America planned ceremonies in honor of Edison.

• After Bernays approached the postmaster general, a commemorative stamp for the anniversary was issued.

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Value of MPR

• Enhancement of company credibility, trust and long term relationship with target audience

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Ways to Build Credibility?

1. Be responsive to consumer concerns and provide assistance.

2. Proactively give back to the community by participating or sponsoring in high-visibility events, benefiting causes that consumers care about.

3. Using the media to channel the organization’s community image via its CSR messages and activities.

4. Provide useful information to the public on issues that the consumers care about.

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CSR - Building

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CSR Nightmare

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Is this bad for brand credibility?

• In the short term yes, but it is responding to customer’s needs for safety.

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Value of MPR

• Enhancement of company credibility, trust and long term relationship with target audience.

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Trust

• Trust means having confidence in the

organization’s products because they pose no

risk. Credibility generates trust.

• Trust is built over time, through expertise,

involvement and accessibility to consumers.

• To gain trust, organizations must be visible to

consumers as they need to feel the organization

is honest and concerned about its clients.

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Ways to build trust

• Assurance helps, but you have to deliver.

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Ways to build trust

• Participation in “trust” scheme helps.

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Ways to build trust

• Survey helps.

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Ways to build trust

• Media endorsement helps.

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Ways to build trust

• Online forum discussion is almost a must.

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Ways to build trust

• 3rd party endorsement is always preferred.

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Value of MPR

• Enhancement of company credibility, trust and long term relationship with target audience.

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Long term relationship

• Relationship marketing is the ultimate public

relations oriented stage of marketing because

building relations with the public is what PR is all

about.

• It is the loyalty towards the organization’s

products based on:

– Feedback

– Personal interaction

– Customer service

– Differentiated (tailored) products

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Ways to build relationship

• Feedback – not only collect it, but take action against it.

• Traditional approaches:

– Customer feedback forms

– Suggestion box

– Focus group

– Mystery shopper

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Long term relationship

• Don’t forget the social media. There are more messages left on the web than anywhere else.

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Long Term Relationship

Personal interaction• Website

– Search function (especially contact persons)

– Email enquiry is a must, and the emerging

trend is to connect it with an online chat

function.

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Long Term Relationship

Personal interaction

• Personal connections

– Instead of CRM, account servicing and

personal relationship are preferred.

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Long Term Relationship

Personal interaction

• Customer service

– CRM is useful, but no need to spend millions

of dollars. It can be very simple.

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Long term relationship

• Differentiated products

– Companies would rather spend money on a

superior quality products which are different

from those of competitors.

– The process of creating a differentiated

product must involve MPR’s customer

engagement tools.

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Long term relationship

• Let’s see how Apple believes

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Mini CA 5

• MPR adds value by using PR techniques to build:– Credibility

– Trust

– Long term relationship

• Suppose you run a casino hotel, what PR techniques will you want to deploy in achieving the above objectives? Explain your suggestions.