PUBLIC RELATIONS and

MARKETING COMMUNICATIONS

Understanding the Role of

PR & MARCOM

In Building Brand Equity

Presenter:

Marlene Hoover Frith, A.P.R.

MHF Marketing & PR

• What is public relations ?

• What is marketing

communications ?

• Why is an “integrated” approach

to PR & MARCOM important to

your business?

Seminar Objectives

Public Relations is a strategic

management function . . .

that establishes mutually

beneficial relationships . . .

between an organization and

its publics . . .

upon whom its success or

failure depends.

PR vs. MARCOM

PUBLIC

RELATIONS

MARKETING

COMMUNICATIONS

Credibility Construction

Reputation Management

Publicity-Media Coverage

Governmental Relations

Community Relations

Issues Management

Trade shows / Exhibits

Brochures/Advertising

Target/segment buyers

Web site “Content is King”

Success stories/videos

Social Media

Sells company’s

image

Sells company’s

products

What could these three

people possibly have in

common?

They are public relations experts.

Their impact on our society has

been monumental …

but most of us don’t even know it !

Father of PR / Master of spin

Lobbyist for:

American Tobacco Company

Mack Trucks

1892 - 1995

Freud’s

Nephew

“It is not only a matter of doing the right

thing -- the people must understand that the

right thing IS the right thing.

“Propaganda includes everything that helps

the people to realize this.”

Joseph Goebbles

Hitler’s Minister of Propaganda

Charlotte Beers

Undersecretary of State

for Public Diplomacy

and Public Affairs

Sept. 11 World Trade Center Disaster

Oct. 2 Charlotte Beers sworn in

Oct. 7 U.S. launches war on Taliban

Former advertising executive with J. Walter Thompson

and Ogilvy & Mather. Recruited by the White House

prior to the U.S. declaring war on the Taliban.

• The attacks on the World Trade Center and

Pentagon were attacks not on America -- but on

the world

• Our war is not a war against Islam.

• Americans support the Afghan people

• All nations must band together to

eliminate international terrorism.

“It’s not what we say …

it’s what they hear.” Charlotte Beers, Testimony before

House International Relations Committee

October 10, 2001

Beers controlled the war’s messaging. Examples:

• Define: VISION / GOAL

• Set: OBJECTIVES

• Develop: STRATEGY

• Integrate: TACTICS / TOOLS

Where do I start in putting PR

to work for my company?

You need a plan !

• Research

• Plan

• Implement

• Evaluate

Every successful PR campaign

begins with RESEARCH, and ends

with EVALUATION.

R.P.I.E. Model is recommended by PRSA

Begin with the end

in mind?

But where’s the

end?

Which way is up?

AVOID the “Alice in Wonderland”

approach to marketing.

4. Develop / deploy

TACTICS

for each STRATEGY.

3. Identify specific

STRATEGIES

necessary to achieve

each OBJECTIVE.

2. Establish the OBJECTIVES

necessary to reach

the GOAL.

1. Define the GOAL.

EXAMPLE:

Multiple Impressions using the Rule of 7 in PR/Advertising/Marketing

1. Interacts at exhibit booth

2. Gets follow-up email

3. Sees article in trade mag.

4. Explores website content

5. Sees social media comments

6. Gets press release via email

7. Picks up the phone.

Everything you do defines your brand

Brand

Name

Identity/Logo

Web-site

Products/

Services

Customer

supportContent

Promotional

material

Communications

Advertising

Public relations

Peer context

People

R&D

Integration Tactics

• Integrate PR with SALES ACTIVITIES

• Issue press releases to announce a

major sale, product release, or

strategic business alliance - using

compelling headlines

• Distribute relevant press releases to

account managers’ targeted clients

• Develop success stories as collateral

tools for account managers

Public Relations - Tactics

• Integrate PR with MARCOM

• Trade show media support

• Pitch stories to trade pubs to coincide

with advertising editorial calendar grid

• Use article reprints and success stories

in targeted campaigns

• Create a “Success Stories” page on

your Web site

AIR COVER • Corporate Image

• Brand exposure

• Trade publicity

• Advertising

GROUND COVER • Special events

• Targeted email

• Loyalty/Rewards

• CRM

Tactics to support Sales Force

Summary

1. Do your research

2. Develop a written plan

3. Execute the plan/strategy

4. Evaluate the results