Building brand equity
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Transcript of Building brand equity
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
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