Pr and marketing seminar eng

© 2007 IDEAS. All Rights Reserved. Grateful acknowledgement is made to L. Ron Hubbard Library for permission to reproduce selections from the copyrighted works of L. Ron Hubbard. HUBBARD, L. Ron Hubbard, are a trademarks owned by RTC and are used with its permission. I/A 09072601EU

Drs. Marc J. De Turck

PR and PR and MARKETINGMARKETING

Based on the Works of L. Ron Hubbard


The interpretation of top management policy to the different publics of the company.

To advise top management so that policy if lacking can be set to make the company, its actions or products known, accepted and understood by the different publics .

To assist the company to exist in a favorable operating climate so that it can expand, prosper and be viable. L. Ron Hubbard,, Management Series, PR Series 5, PR Definition

Public RelationsPublic Relations


PR and Human EmotionsPR and Human Emotions

The primary barrier to production is human emotion and reaction.

PR is the social technology of handling and changing human emotion and reaction.

L.RonHubbard, Management Series, PR Series 10, The laws of PR


PR DefinitionPR Definition

Good works well publicized..


PR versus MARKETINGPR versus MARKETING

Though you will hear people refer to them as if they were interchangeable, the purposes and tools of PR versus Marketing are very different.

In application, PR creates understanding and acceptance of you and your company as a leading name.

Marketing creates a demand for and sells your products and services.”

From the book KEYS TO PRIVATE PRACTICE SUCCESS by Harvey Schmiedeke.


MarketingMarketing

The conceiving and packaging and the moving of a specific product into public hands.

It means to prepare and take to and place on the market in such a way as to obtain maximum potential and recompense.

L. Ron Hubbard, Management Series, “Marketing, Promotion and Dissemination Defined”.

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“Marketing includes all actions from before the beginning of the production right on through to its use by the customer and its word-of-mouth promotion by the public. Your first step is you’ve got to have a product to market that will market. And you have to groom that product up so you can market it.”

L. Ron Hubbard, Management Series, Marketing Series 8

MarketingMarketing


MarketingMarketing

The Marketing Bureau motto is CREATE WANT!

The PURPOSE of marketing is to CREATE WANT and to SELL SOMETHING.

L. Ron Hubbard, Management Series, Marketing Series 3, Marketing Hat


MarketingMarketing

To find out what people want or will accept or will believe, one does SURVEYS.

L. Ron Hubbard, Management Series, Marketing Series 4, Surveys are the Keys to Stats


PromotionPromotionPromotionPromotion

To make something well known and well thought of. In our activities it means to send something out that will cause people to respond…

“Promotion is the art of offering what will be responded to. It consists only of what to offer and how to offer it that will be responded to.”

L. R. Hubbard, Management Series, Marketing Series 2


PublicsPublics

One hears .The public,. A star says .My public.. You look in the dictionary and you find: An organized or general body of people.

There is no THE public but there are PUBLICSWRONG PUBLIC sums up about 99 percent of the errors in PR activities and adds up to the majority reason for PR failures.

In PR a PR never says THE public.There is the community public, meaning people in the town, the teenage public, etc. L.Ron Hubbard, Management Series, PR Series 3, Wrong Publics


Opinion LeadersOpinion Leaders

An opinion leader. is that being to whom others look for interpretation of publicity or events. T

Through wisdom, proximity to data sources, personality or other factors including popularity itself, certain members of the group, company, community or nation are looked to by others for evaluation.

An Opinion leader is not necessarily a VIP

L.Ron Hubbard, Management Series, PR Series 6, Opinion Leaders


PositioningPositioning

A position is where you put a product in somebody’s life or mind and in relation to other products.

L. Ron Hubbard, Modern Management Technology Defined, “Positioning”

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PositioningPositioning

Fast communication is most easily done by comparisons…

So we get a law which is this:

“THE UNFAMILIAR IS RAPIDLY INTRODUCED OR COMMUNICATED BY COMPARING IT TO A FAMILIAR.”

L. Ron Hubbard, Management Series, Marketing Series 5, PR Series 30, Positioning, Philosophic Theory”



BEFORE

AFTER


The law of leadershipThe law of leadership

“It’s better to be first than it is to be better.

The basic issue in marketing is creating a category you can be first in. it’s the law of leadership. It’s better to be first than it is to be better.”


The law of the categoryThe law of the category

If you can’t be first in a category, set up a new category you can be first in.

The most successful computer company of the seventies and eighties next to IBM was Digital Equipment Corporation. IBM was first in computers. DEC was first in microcomputers.

Many other computer companies became rich and famous by following a simple principle: If you can’t be first in a category, set up a new category you can be first in.


Number two strategyNumber two strategy

Most companies are in the No. 2,3,4 or even worse category.

What then? simply stated, the first rule of positioning is this:

You can’t compete, head-on against a company that has a strong, established position. You can go around, under or over, but never head-to-head.”


The law of the mindThe law of the mind

It’s better to be first in the mind than to be first in the marketplace.

The law of mind follows from the law of perception. If marketing is a battle of perception, not product, then the mind takes precedence over the marketplace.

For example, IBM wasn’t first in the marketplace with the mainframe computer. But thanks to a massive marketing effort, IBM got into the mind and won the computer battle early.


The law of perceptionThe law of perception

Marketing is not a battle of products, it’s a battle

of perceptions.


The law of focusThe law of focus

The most powerful concept in marketing is owning a word in the prospect’s mind.

A company can become incredibly successful if it can find a way to own a word in the mind of the prospect. Not a complicated word. Not an invented one. The simple are best, words taken right out of the dictionary.


The components of The components of understandingunderstanding

Communication

Reality Affinity

L. Ron Hubbard, Dianetics 55


Reality in PRReality in PR

NEVER USE LIES IN PR


Manners and PRManners and PR

One can have excellent manners by just observing:

a. Importance of peopleb. Two-way comm cyclec. Local rituals observed as proper conduct

L. Ron Hubbard, Management Series, PR Series 9, Manners


The Emotional tone scaleThe Emotional tone scale4.0 Enthusiasm

3.3 Strong interest

3.0 Conservatism

2.5 Boredom

2.0 Antagonism

1.5 Anger

1.1 Covert Hostility

1.0 Fear

0.5 Grief

0.05 Apathy

L. Ron Hubbard, The emotional tone scale


SurveysSurveys

Ethnic Surveys to publics What is wonderful, Good, Bad, Awful, Valuable, Worthwhile,

Unacceptable , Not wanted, Hateful

Positioning Surveys to clients How to determine N01 position, how the clients see you

Be Do Have Surveys to prospects What to write, buttons, message, tone


How to tabulate a surveyHow to tabulate a survey

The final tabulation of a survey is very simple…

1. count all the surveys.

2. establish various categories of answers for each question by listing answers briefly as you go through the surveys.

3. Soon you will be able to merely mark a slant by each category, the slant meaning one more answer of a similar nature.


How to tabulate a surveyHow to tabulate a survey

4. Soon you will be able to merely mark a slant by each category of answer. Let’s say you had 1,500 answers of a similar nature to one question and your total number of surveys is 2,500. this means 60 percent gave that similar type of answer (1500/2500).

5. You then list each question and under that question list the categories of answers and the percentage from the highest to the lowest.

6. the only mistake you can make is not to realize the similarity of answers and so have a great diversity of categories. - LRH


Survey buttons vs MessageSurvey buttons vs Message

“The difference between survey buttons and the message in a promo piece must be crystal clear to those working in promotion and marketing. The first thing to understand is that they are NOT the same thing.

The message is the communication, the thought, the significance you want to get across to an audience or public.

A button is what is used to get the public’s agreement to hear the message”.


Button vs. MessageButton vs. Message

COMPANY

PUBLICS

1. Survey

2. Buttons

4. Response

3. Message


“Then in any promo piece, be it an ad, brochure, a flier, a pamphlet, a poster, you follow the line of:

“1. Attract.” “2. Interest.”

“3. Get your message across.”


The seven points of an adThe seven points of an ad

1. What is it?2. How valuable is it?3. What does it do?4. How easy is it to do it?5. How costly is it?6. How do you acquire it?7. Where do you get it from?

L. Ron Hubbard, HCO PL 10 FEB 65, AD AND BOOK POLICIES


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Handling black PropagandaHandling black Propaganda

Black propaganda:“Is the term used to describe the technique employed to destroy reputation or public belief in persons, companies or nations.”

Law of omitted data:“When there is no data available, people will invent it.”

LRH, Fundamentals of Public Relations


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Handling black PropagandaHandling black Propaganda

1. Fill the vacuum of omitted data with factual data.

2. Prove all false utterances heard are lies.

3. Discredit every rumor encountered.

4. Handle the interest level with any utterance.

5. Carefully study out the scene until the exact source is located.

6. Use the knowledge of source to impede or destroy the source of black propaganda by noncriminal means.

7. Continue to fill the vacuum of no data with good data using any channels available.

L. Ron Hubbard, Management Series, PR Series 18, How to handle Black Propaganda


The Enemy LineThe Enemy Line

Never forward an enemy campaign on your own or other lines! Don’t deny rumors for that is what they want you to do.

Have a better campaign than they have and forward it!

L. Ron Hubbard, Management Series, PR Series 26, The Enemy Line


PressPress

1. HARM (BLOOD, VIOLENCE, DAMAGE, DEATH, SCANDAL)2. SEX3. MONEY4. BIG NAMES5. The story must be written to INVALIDATE something.6. The story must contain a CONTROVERSY.7. A story must contain TWO OPPOSING FORCES.


PressPress

Remain CAUSE do not defendGet your own message acrossLoudly investigate


PR and PurposePR and Purpose

THE FIRST STEP IN ANY PR CAMPAIGN IS TO DING IN THE PURPOSE OF THE CAMPAIGN.

The words .ding in. are used advisedly. We do not care if the targets from whom we are requesting cooperation have any purpose at all.


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Reference Materials

Pr and marketing seminar eng

Documents

ron hubbard library

marketing series

thecopyrighted works

management series

grateful acknowledgement

pr series

purpose of marketing

marketing hat