Integrated Marketing Communication

Session 8
Siddiq Musaliar

Public Relations Defined

A management function
Which evaluates public attitudes
And identifies the policies and procedures

Of an organization with the public interest

And executes a program of action (&
communication)
To earn public understanding and acceptance

Public Relations Management Stages

Determination and
evaluation of public
attitudes

PR

Identification of policies
and procedures

Development and
execution of the
program

Traditional PR Perspective

Customers
Community

Investors

Public
Relations
Department
Suppliers

Government
Employees

Integration of PR into the Promotional Mix

Separate Functions
Marketing
Department

Public
Relations

Coordinated and Equal

Marketing
Department

Public
Relations
Integrated

Marketing
Department

Public
Relations

Marketing Public Relations Functions

Build market excitement before media ads break
Defend products at risk, give consumers reason to buy
Introduce a product with little or no advertising
Provide a value-added customer service
Build brand-to-customer bonds
Influence the influentials
Improve ROI

MPR in Practice

Incredible India

DEFINING THE CHALLENGE:

Till 2002, Indian tourism was
promoted through delegates at
the Indian tourist offices located
globally.
These promotional campaigns
were not too effective as the
promotional approach was
unorganized, varied, and limited
by the skills and capabilities of
the delegates.

Continued
PROGRAMMING:
The Tourism Department appointed
Ogilvy and Mather (O&M), Delhi, to
develop a print campaign and
Enterprise Nexus, Mumbai, to create a
television commercial.
Grey Interactive was appointed to work
on the official website
www.tourismofindia.com.

Continued
IMPLEMENTATION:
In September 2002, the Tourism
Department unveiled a new campaign
called Incredible India to promote
Indian tourism globally.
The first phase of the campaign, for a
period of three months, was jointly
funded by the Government of India
and Experience India Society, an
association of travel agents in India.

Continued
The campaign focused on the
Himalayas, wildlife, yoga, and
ayurveda and was widely promoted in
the print media, television, and the
Internet.
The television campaign was telecast
on CNN, BBC, and other popular
channels across the world.

Continued
EVALUATION AND RESULT:
Indian tourism got a huge boost.
Statistics and research revealed that
post the Incredible India campaign
the tourism industry had done
significantly better than before.

Benefits of MPR
A cost-effective way to
reach the market

Breaks though the

clutter

Improved ROI

Makes advertising
messages more credible

Endorsements by
independent third
parties

Improved media
involvement
w/customers

Disadvantages of MPR

Lack of control over media

Difficult to tie in slogans or other
advertising devices
Media time and space arent
guaranteed

The Process of Public Relations

Determining and Evaluating Public Attitudes

Establishing a PR Plan

Developing and Executing a PR Program

Measuring Program Effectiveness

Determining Public Relations Audiences

Internal or Associated

External or Independent

Employees

The Media

Stockholders and
Investors

Educators

Community Members

Civic & Business

Organizations

Suppliers & Customers

Governments
Financial Groups

Implementing the PR Program

Press
Releases
Press
Conferences

Interviews

PR Tools
The
Internet

Exclusives
Community
Involvement

Measuring PR Effectiveness

Contributions made?
What was achieved?
Quantitative measures?

Quality?

Criteria for Measuring PR Effectiveness

Additional Measures of PR Effectiveness

Walter Lindenmann recommendations
Did the audience receive the message?
Did they pay attention to them?
Were the messages understood?
Where the messages retained?

Mark Weiner suggests

Media content analysis
Survey research
Marketing-mix modeling

Publicity versus Public Relations

Publicity:
The generation of news about a person,
product, or service that appears in the media
A short-term strategy
A subset of public relations
Not always positive
Often originates outside the firm

A Response to Negative Publicity

Pros and Cons of Publicity

Advantages

Disadvantages

Substantial credibility

Timing difficult or
impossible to control

News value

Inaccuracy, omission,
or distortion
may result

Significant word-ofmouth
Perception of media
endorsement

Corporate Advertising
An extension of the PR
function
Does not promote a specific
product or service
Promotes the organization

Image
enhancement

Assuming a
position on an
issue or cause

Seeks
involvement

Why is Corporate Advertising Controversial?

Consumers arent
interested in this form of
advertising

Opponents to
Corporate
Advertising

This is a costly form of

corporate self-indulgence
The firm must be
in trouble
Corporate advertising is
a waste of money

Objectives of Corporate Advertising

Establish
diversified
company
identity

Create a positive
image for the
firm

Communicate
the
organizations
viewpoint

Objectives
Help newly
deregulated
industries

Boost
employee
morale
Smooth labor
relations

Types of Corporate Advertising

Image
Advertising

General Image Ads

Positioning Ads

Event
Sponsorship

Sponsorships
Recruitment

Advocacy
Advertising
Cause-related
Advertising

Financial Support

Employee Recruitment by Grant Thornton

Event Sponsorship

Corporate Sponsor

Sporting
Events

Music,
Entertainment

Causes

Festivals

Cultural Events

Arts

Advocacy Advertising

Propagating ideas and

elucidating controversial social
issues of public importance in a
manner that supports the
interests of the sponsor

Advocacy Ad

Cause Related Marketing

A form of marketing whereby

companies link with charities
or nonprofit organizations as
contributing sponsors

Cause Related Marketing

Pros and Cons of Corporate Advertising

Advantages

Disadvantages

Excellent vehicle for

positioning the firm

May have
questionable
effectiveness

Takes advantage of
benefits derived from
public relations

Raises questions of
constitutionality and
ethics

Reaches a selected
target market

Measuring Corporate Ad Effectiveness

Attitude Surveys

Effective?

Stock Prices

Focus Group Research

Thank You