GETTING ON WITH PR:Where does PR fit in the structure?

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Fundamentals of Public Relations MCM 401

Lesson 44

GETTING ON WITH PR

Overview

There will be lot of upheavals and problems in practicing public relations. Despite all this public relation

professionals should not get deterred and they should get on with PR for the achievement of the desired or

required objectives. This chapter will explain the problems and methods how to get on in various situations.

Why Marketing & PR People See Things Differently?

·Marketing

is solely concerned with customers, while PR is about creating most favourable overall

conditions for the organization.

·Marketing is highly focused on delivering sales, while PR scans entire operational environment.

·Marketing aims to identify, anticipate & satisfy customer's needs profitably, while PR embraces

all

communication designed to best serve the organization's interests.

·Marketing

directs its energies towards external markets ,while PR works both outside & inside

organization.

What Is "Marketing Public Relations"?

When PR is part of promotion within marketing mix, to fulfill marketing objectives , as against PR relating

to Finance or HRM it is described as "marketing public relations".

PR also has keen interest in other aspects of marketing mix too, e.g. in

Physical evidence. ( corporate identity)

People. (customer-contacting employees)

Process. (service production & delivery)

Product. (or service) 5.Price.

Place. (distribution)

Why Should Marketing Take PR Seriously?

·Educating markets ahead of marketing activities;

·Maintaining & strengthening brand loyalties;

·Generating direct sales leads;

·Identifying & evaluating potential markets;

·Motivating sales force & distribution chain;

·Reviving & sustaining mature & declining products.

What Can PR Contribute To The Development Of The Marketing Plan?

·Provide market intelligence;

·Assist in gathering data;

·Identify any potential inconsistencies in messages, as between customers & other publics;

·Indicate potential communications synergies;

·Offer a view based on broader experience of total operating environment.

What Are Main Areas Where Other Departments Should Consult With The PR Function?

·To obtain advice about a communication problem;

·For help in communicating externally e.g. with a supplier;

·To facilitate or mediate internal communications between units;

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Fundamentals of Public Relations MCM 401

·To bring news & views from outside;

·To undertake marketing communications.

Where does PR fit in the structure?

---- Because PR "spans boundaries" in all directions; it supports all sub systems, including those concerned

with production, maintenance, planning & change management

So PR people should

·Liaise between organization & external publics & individuals;

·Assist other sub systems within organization in their communications direct with outside world;

·Assist other sub systems in their communications one with another;

·PR should be found at any given time working throughout most of the organization.

What should we look for in trying to avoid crises?

Aim to avoid -----

·Anyone who says that there will be never be one;

·Anyone who says crises are strictly for others , not for us;

·Anyone who says planning for crises is a waste of time.

What makes"good" crises?

·WHAT HAPPENED?

·WHAT IS BEING DONE ABOUT IT?

·ORGANIZATION'S CONCERN & UNDERSTANDING.

What Can Go Wrong?

·Mass panic, making nonsense of best laid plans;

·Too many people wanting to be spokes persons;

·Wanting to run away from media enquiries;

·Getting angry with the intrusiveness of media;

·Speculation about causes to satisfy media demands or personal motives;

·Not being prepared to ask for help;

·Not listening to friends who want to help;

·Allowing lawyers to dictate how to deal with the problem;

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