MARKETING PUBLIC RELATIONS

Transcription

1 MARKETING PUBLIC RELATIONS A Marketer's Approach to Public Relations and Social Media Gaetan T. Giannini, Jr. Cedar Crest College Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo

2 CONTENTS CHAPTER 1: An Introduction to Marketing Public Relations Classic and Cutting Edge: Harry Potter 3 What Is Marketing Public Relations (MPR)? 4 MPR and the Marketing Mix 5 What Can MPR Do? 6 MPR Opportunities 8 Basic Rules of MPR 8 Ethics and Values of a PR Professional 11 Ethics 11 PRSA Member Statement of Professional Values 11 Concept Case 1.1: An Introduction to The Falcon's Lair 12 Reflection Questions 12 Chapter Key Terms 13 Application Assignments 13 Practice Portfolio 13 CHAPTER 2: Marketing Public Relations and the Marketing Communications Mix Classic and Cutting Edge: Hannah Montana 15 Exchanges and Their Relationship to Marketing Public Relations 16 The Marketing Communications Mix 16 Advertising and MPR 18 Sales Promotion and MPR 18 Personal Selling and MPR 19 Direct Marketing and MPR 20 Public Relations and MPR 20 Concept Case 2.1: Marketing Communications Mix 22 Positioning 22 Positioning Statement 24 Concept Case 2.2: Positioning Statement 24 The Communication Process 25 Connectors 25 Audience 27 ix

3 x Contents Reflection Questions 28 Chapter Key Terms 28 Application Assignments 29 Practice Portfolio 29 CHAPTER 3: MPR and the Organizations it Serves Classic and Cutting Edge: Red Bull 31 Marketing Public Relations in an Organizational Setting 32 Human Resources and MPR 32 Investor Relations and MPR 34 Other Business Functions and MPR 35 Organizational Marketing Philosophies Evolve Toward Embracing MPR 36 MPR and a Firm's Strategy Objectives 37 Economic Logic 38 Arena 39 Vehicles 39 Differentiators 39 Staging 39 Concept Case 3.1: Strategy 40 MPR's Role in Creating Brand Authors 40 Companies 41 Popular Culture 41 Customers 41 Influencers 43 Concept Case 3.2: Brand Authors 43 The Importance of MPR in Building and Supporting a Brand Value 44 Reputation Value 44 Relationship Value 44 Experiential Value 45 Symbolic Value 45 Concept Case 3.3: Brand Value 45 S.M.A.R.T. Goal-setting Brings Together MPR's Strategic and Tactical Functions 46 The Anatomy of S.M.A.R.T. Goals and Objectives 46 Concept Case 3.4: Goals 47 Reflection Questions 47 Chapter Key Terms 48

4 Contents xi Application Assignments 49 Practice Portfolio 49 CHAPTER 4: The MPR Framework: Objectives, Target, Connectors, Message, and Measure Classic and Cutting Edge: Starbucks 51 Elements of MPR Process 52 Objectives 53 Consumer Decision-making Process 54 Need Recognition 54 Information Search 55 Evaluation of Alternatives 55 Decision and Post-decision 56 Concept Case 4.1: Objectives and Influencing the Decision-making Process 57 Segmentation and Target Markets 57 Selecting a Target Market 58 Classifying Market Segments 59 Demographics 59 Psychographics 60 Behavioral 62 Concept Case 4.2: Target Market 63 Types of Connectors 64 Message 65 Measurement 65 Reflection Questions 66 Chapter Key Terms 66 Application Assignments 67 Practice Portfolio 67 CHAPTER 5: About the Media Classic and Cutting Edge: ABC News 69 News Media versus Advertising Media 70 Basic News Media Classifications 71 Demographics and Psychographics 71 Format 72 Geography 73

5 xii Contents Size 74 Topic 74 Media Organizations and People 74 Relationships 74 Beats 75 Ethics 75 Concept Case 5.1: Local Media 76 Media Opportunities 77 Editorials 78 Expert Articles 78 Cases 78 Events 79 Interviews 79 Concept Case 5.2: Events 79 Media Convergence 80 Reflection Questions 81 Chapter Key Terms 82 Application Assignments 82 Practice Portfolio 83 CHAPTER 6: Non-media Connectors and Word-of-mouth Classic and Cutting Edge: Earshot 85 Non-media Connectors 86 Word-of-mouth as a Marketing Tool 86 Creating and Sustaining Viral Word-of-mouth 87 Concept Case 6.1: Non-media Connectors 88 Reference Groups 88 Concept Case 6.2: Word-of-mouth and Groups 89 Experts and Opinion Leaders 90 Concept Case 6.3: Looking to Experts 91 Citizen Marketers 92 Filters 92 Fanatics 93 Facilitators 94 Firecrackers 94 Blogs 95 Online versus Offline Word-of-mouth 96

6 Contents xiii Concept Case 6.4: Customer Evangelists 97 Reflection Questions 97 Chapter Key Terms "98 Applications Assignments 98 Practice Portfolio 99. CHAPTER 7 Building a Connector List Classic and Cutting Edge: Sunny Day 101 Connectors and Their Audiences 102 Identifying Connector Organizations 103 Concept Case 7.1: Selecting Appropriate Media 104 Evaluating Connector Organizations 105 Finding Connectors 105 Third-party Auditing Firms 105 PR Databases and Directories 108 Drilling Down to the People Level 110, The Elements of a Connector List 110 Organizations 111 Individuals 111 Concept Case 7.2: Journalists and Bloggers 112 List Evolution 113 Using Your Connector List 113 Reflection Questions 115 Chapter Key Terms 116 Application Assignments 116 Practice Portfolio 117 CHAPTER 8: The Press Kit and Press Release Classic and Cutting Edge: The Learning Channel 119 The Press Kit 120 Backgrounders, Fact Sheets, and FAQs 120 Writing Backgrounders 121 Backgrounder Construction 122 Formulating Fact Sheets and FAQs 123 Fact Sheet Construction 123 FAQ Construction 123

7 xiv Contents Supporting Materials 124 Press Kit Formats: Paper versus Electronic 125 Concept Case 8.1: Getting the Facts Together 126 Purposes of a Press Release 126 Elements of a Press Release 128 Producing Press Releases 128 Headline 129 Lead 130 Body 131 Press Release Writing Tips 132 Boilerplate 133 Editing 133 Video News Releases 134 Concept Case 8.2: Writing a Press Release 135 Reflection Questions 135 Chapter Key Terms 136 Application Assignments 136 Practice Portfolio 137 CHAPTER 9: Selling the Story Classic and Cutting Edge: MPR Global 139 Newsworthiness 140 Elements of a Persuasive Pitch 140 Credibility 141 / Relationships 141 Beliefs and Values 142 Interests 142 Communication 142 The Pitch Letter 143 The Opening 143 Familiarity with Connector 144 Background Information and Research 144 Support Elements and Additional Sources 145 Action Step 145 Concept Case 9.1: Making the Pitch 146 The Power of Embargos and Exclusives 147 Pitching a Blogger 148 Pitch Live 148

8 Contents xv Mining Editorial Calendars 148 Follow up, Follow up, and Follow up! 149 Tips for Getting You Through the Pitching Process 150 Reflection Questions 151 Chapter Key Terms 152 Application Assignments 152 Practice Portfolio 153 CHAPTER 10: Social Media Classic and Cutting Edge: Wine Library 155 What Is Social Media? 157 Social Networks: A Tool of Inclusion 158 MPR on Public Social Networks 159 Creating Your Own Social Network 160 Concept Case 10.1: Social Climbing 161 Wonderful World of Wikis 161 Blogs Big and Small 162 Create Your Own 163 Participate in the Blogosphere 164 Micro-blogging 164 Video Sharing and Podcasts 165 User-generated Content: Bookmark, Review, Rate, and Co-create 166 Bookmarking 166 Ranking and Reviews 167 Co-created Content 168 Connecting the Dots of Social Media 168 Concept Case 10.2: Melding Social Media 169 Reflection Questions 169 Chapter Key Terms 170 Application Assignments 170 Practice Portfolio 171 CHAPTER 11: Events Classic and Cutting Edge: Ben & Jerry's 173 MPR Approach to Events 174 Planning and Executing Successful MPR Events 175 Trade Shows 176

9 xvi Contents Seminars and Conferences 179 Marketing with Community and Cause-related Events 180 Concept Case 11.1: Community Events 183 Planning and Executing Press Conferences 183 Setting Up a Press Conference 183 Making Your Statement 185 Starting the Press Conference 186 Running the Press Conference 187 Concept Case 11.2: Press Conference 187 Reflection Questions 187 Chapter Key Terms 188 Application Assignments 188 Practice Portfolio 188 CHAPTER 12: Experts and Interviews Classic and Cutting Edge: Philippe Becker 191 Creating Experts for Marketing Purposes 192 Getting Published 193 Articles 193 Write a Book 195 Case Studies and White Papers 197 Blogs and Podcasts 197 Speaking 198 Being an Expert Source 199 Concept Case 12.1: Expert Advice 200 Interviews: Preparation and Practice 201 Prepare 201 Practice 202 Executing the Interview 203 Concept Case 12.2: Interview Time 205 External Experts 205 Reflection Questions 206 Chapter Key Terms 206 Application Assignments 206 Practice Portfolio 207

10 Contents xvii CHAPTER 13: Crisis Management Classic and Cutting Edge: Blood Diamond 209 Crisis for Marketers 210 The Role of New Media in a Crisis 211 Creating a Crisis Communications Plan 213 Concept Case 13.1: Crisis Plan 216 Rules for Implementing the Crisis Management Plan 217 Post-crisis Opportunities and Evaluation 218 Concept Case 13.2: It Happened! 219 Reflection Questions 219 Chapter Key Terms 220 Application Assignments 220 Practice Portfolio 220 CHAPTER 14: Planning and Measuring Classic and Cutting Edge: Caffeine "Buzz" Agents 223 MPR Plans Are Multifunctional 225 Situation Analysis 225 Define the Problem 225 Positioning and Resources 225 Target Market 226 Interaction with Other Functions 226 Goals and Objectives 227 Formulating Strategies and Tactics 228 Concept Case 14.1: Tactics 230 Measuring Success 231 Media Mentions 231 Word-of-mouth 232 Concept Case 14.2: Measuring the Buzz 235 MPR Plan: The Document 235 Reflection Questions 236 Chapter Key Terms 236 Application Assignments 236 Practice Portfolio 237

11 xviii Contents Appendix 1 Course Capstone Project 239 Appendix 2 Introduction to Blogs: A Quick Guide to Understanding and Maximizing Communications Efforts in the Blogosphere 243 Appendix 3 Beyond Blogs: Learn How RSS and Podcasting Can Influence Your Communications Efforts 249 Appendix 4 Staying Afloat in a Sea of Social Media: An Intelligent Approach to Managing and Monitoring Social Media 255 Appendix 5 Identifying Story Ideas 261 Glossary 267 Notes 273 Name Index 279 Company and Organization Index 281 Subject Index 285