1 Marketing Public Relations: Principles and Practice (2012/01) Lecture 1 Introduction to the concept of Marketing Public Relations (MPR) 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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1
Marketing Public Relations: Principles and
Practice (2012/01)
Lecture 1
Introduction to the concept of Marketing Public
Relations (MPR)
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
2
About me…
3
Your Turn
• It’s time for me to get to know you
• What’s your name?
• What’s your job?
• Have you managed PR activity before?
• If yes, what are they?
4
Course Schedule
3 hrThe marketing perspective of public relations: The new partnership Lecture 5
19 Feb
0930-1230
3 hrPublic Relations as a complement to marketing Lecture 4
18 Feb
1400-1700
3 hrConsumer psychology Lecture 3
5 Feb
1330-1630
3 hrMarketing principles Lecture 2
5 Feb
0930-1230
30 min
2.5 hr
Class introduction & administration
Introduction to the concept of Marketing Public Relations (MPR)
Lecture 1
4 Feb
1400-1700
HoursCourse OutlineSession /
Date
5
Course Schedule
2 hrExam17 Mar
1400-1600
2 hr
1 hr
Project Presentation
Review Class
Lecture 10
4 Mar
1330-1630
3 hrResearch in MPR Planning: The Way AheadLecture 9
4 Mar
0930-1230
3 hrPlanning MPR Lecture 8
4 Mar
1600-1900
3 hrHow MPR adds values Lecture 7
3 Mar
1300-1600
3 hrThe importance of public relations and the marketing mix Lecture 6
19 Feb
1330-1630
HoursCourse OutlineSession /
Date
6
What is MPR
• Is that what you think?
MarketingMarketing Public
Relations
Public
Relations
7
Definition
• Thomas L. Harris (1993) – MPR is the process of planning, executing and evaluating programs that encourage purchase and consumer satisfaction through credible communication of information and impressions that identify companies and their products with the needs, wants, concerns and interests of consumers.
8
Marketing & Communications
• McDaniel (1979)
– Marketing’s responsibilities and functions
have changed due to changes in values,
resources, technology and government.
– Managers are encouraged to change their
strategies in order to meet their organization’s
changing goals.
What does it mean for
marketers?
What does it mean for
marketers?
9
Value
• Would this expo be allowed 20 years ago?
10
Value
• In addition to the 4Ps, what other considerations marketers need to deal with?
– Government regulations
– Consumer’s social-economics
– Hong Kong vs. Macao
– Core messages in publicity
Are these
traditional marketing?
Are these
traditional marketing?
11
Resources
12
Resources
• What’s different today vs. 20 years ago?– Did the term ‘ultra-net worth” exist then?
– What kind of products or services you see common now but not available then?
– Where was wealth concentrated then?
– Which city would this expo be held then?• Venue, customers,