Public Relations in the future marketing mix

As stated earlier, public relations’ role in the marketing mix is to:

• communicate key messages through third party endorsement

• to defend target audiences within the marketing chain

• to influence purchasing decisions

• cost-effectively.

The role of public relations in the marketing mix is likely to expand and the way in which public relations is practiced may change substantially in future due to three main market forces:

• increasing sophistication of the consumer and consumer expectation;

• improved media technologies which are shaping the market-place;

• internationalization of brands and marketing.

The evolving media in particular will shape the future of marketing communications PR such as media diversification and globalization, and developments in cable, CD-ROM, interactive television and the Internet. These changes are being brought about by the following issues:

The logic of the new technology

Increasing	Decreasing
Speed	Cost
Volume	Distance
Content diversity
Two-way flow/user control
Convergence

The ramifications for public relations are manifold. That the consumer is moving towards a knowledge-based society cannot be argued; the only debate concerns how swiftly developments will be adopted.

Step-by step planning process

Step 1 Where are we now?

• Analyze brief and background information.

• ‘Test’ brief against reality by:

• examining examples of past media coverage

• speaking with journalists

• talking to target consumers

• reviewing external market research

• analyzing the competition through market reports, company/product literature, store visits, etc.

• Develop focused situational analysis.

Step 2 Where do we want to be?

• Clearly define PR objectives.

• Define target audiences (primary and secondary)

• be as specific as possible, i.e. age range, sex, sociodemographic information, etc.

Step 3 How do we get there?

• Develop strategy and/or approach – make it simple.

• Brainstorm creative concepts and tactics to support strategy.

• Shape campaign by selecting the tactics which best support the strategy in a creative way.

• Support tactics with facts, e.g. market research forecasts, trends, logistical research, etc.

Step 4 Measurement and Evaluation

• Determine the goalposts before embarking on a campaign.

• Build in system to measure against targets.

• Review regularly and use results to further fine-tune campaign.

(Anne Gregory. Public Relations in Practice. – Kogan Page, 2001. – P. 19-34)

Exercises

I. Discuss the following questions.

1. What is the definition of the discipline of marketing?

2. What is the difference between the role of public relations in the marketing mix and the role of other marketing communications disciplines?

3. How can public relations be described?

4. What does public relations planning in the marketing mix include?

5. Why is public relations integration with other marketing disciplines vital? Give an example of integrated efforts of public relations and other marketing disciplines.

6. Describe the public relations campaign development. Give an example of a successful product launch campaign.

7. What key trends regarding consumer mindset should the communications professional be mindful of? Why? Exemplify your answer.

8. Why is the role of public relations in the marketing mix likely to expand?