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Lesson 17

Mass communication lec 17

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Lesson 17

Mass communication lec 17

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nailanaeem885
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Introduction to Public Relations (MCM401)

MCM401
Lecture No. 17
OVERVIEW

This lecture will explain various functions and roles of public relations in
marketing and how does it provide support in this effort. The students will also be
apprised of the role of public relations in market education, besides providing a
guide line in relation to the market mix and for devising an effective market
education strategy.

Role of Public Relations in Marketing

Public Relations has become a very important profession as it provides the


desired support as and when needed for the implementation of various programs
including marketing. In fact marketing now a days primarily depends upon the
support provided by the public relations department .The major components of
the support provided by PR in marketing are enumerated below:

1. Publicizing news & events.


2. Promoting established products or services.
3. Creating a favorable reputation of the company.
4. Arranging & publicizing public appearance of marketing spokespersons.
5. Probing public opinion. (research)
6. Attracting news media coverage of sales conferences, trade shows &other
sales promotion events.
7. Assisting in programs concerning consumerism.

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© Copyright Virtual University of Pakistan
Introduction to Public Relations (MCM401)

8. The following figure will explain the role of PR in marketing by using four
P’s signifying different segments of this role.

4 P’s to PR Role in marketing.

Public Relations

PRODUCT PLACE PRICE PROMOTION

The basic purpose of dividing the role in four “P’s” as illustrated in above figure is
to explain the scope in which PR provides support to marketing.

• The first “P” denotes Product meaning thereby the PR determines the
features by ascertaining its quality and standard.
• The second “P” pertains to the place of origin and the territory of
marketing.
• The third “P” determines the price keeping in mind the market trend ,
acceptability and the prevalent competition. and ;
• The fourth “P” ascertains the role in the promotion of the product.

PR and Marketing Mix.

1. Conception, innovation or modification of new product.


2. The place of the product in product life cycle.
3. Marketing research.
4. Naming & Branding.
5. Product image.
6. Market segment.
7. Pricing.
8. Product mix, rationalization & standardization.

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© Copyright Virtual University of Pakistan
Introduction to Public Relations (MCM401)

9. Packaging.
10. Distribution.
11. Sales force.
12. Market education.
13. Corporate & financial public relations.
14. Test marketing.
15. Advertising.
16. Industrial relations.
17. Advertising research.
18. Sales promotion.
19. The after market; after sales service, spares, guarantees, instructions.
20. Maintaining customer interest & loyalty.

Public Relations & Market Education !

3 Fold effect of Market Education in Advertising.

1. Will help to make advertising more quickly acceptable & productive in


response.
2. Could make less weighty advertising possible.
3. Whatever advertising is conducted, it is likely to be more economical.

-- Thus overall marketing expenses could be reduced if more was spent on Public
Relations.

How to educate the Market

2 Kinds of Market Education


ONE kind of market education prepares the market in advance… Also called pre-
selling.

SECOND kind of marketing education occurs with products & services that are
already on the market.

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© Copyright Virtual University of Pakistan
Introduction to Public Relations (MCM401)

2 Types of Market

1st type of market : The people who sell your products or service --- Trade.

2nd type of market: The people who buy or use your products --- Consumers
or users.

EFFECTS OF ADOPTING MARKET EDUCATION STRATEGY.

1. It helps to minimize sales resistance.


2. Easier for the sales force to achieve ‘adequate distribution’ prior to
advertising.
3. It helps to reduce the cost of advertising.
4. It makes advertising more effective.

Techniques adopted for market education.

1. A media relations campaign in press, radio and TV.


2. Testing of prototype by potential users often providing material for media
relations.
3. Production of slides, videos & other audio & visual aids for use at dealers,
customers conventions etc.
4. Work visits for dealers.
5. Special campaigns aimed at particular opinion leaders or influential groups.
6. The production of printed material which may be needed to support these
activities.

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© Copyright Virtual University of Pakistan

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