1. DA010 - Professional Diploma in Public Relations - COMM6026EP
Marketing Public Relations: Principles and
Practice (2012/01)
Lecture 6
The Importance of PR and Marketing Mix
Developed and Presented by
Roy Ying, Msc., B.Comm.
Note: Pictures used in this power point file
is for academic Purpose only 1

2. Communication in Marketing
• It is aimed at creating an awareness of the
organization and its products in order to
increase sales and make a profit.
• Before a customer can be persuaded to
make a purchase decision, the brand must
be communicated focusing on the
customer’s needs and the organization’s
commitment to the society.
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3. Customer’s Needs
• Common tools in identifying customers
needs
• This is usually called “customer
engagement campaign”
– CRM
– Shopper’s club
– Customer survey
– Focus group
– Social media (brand mention crawling)
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4. CRM
• CRM manages your organization’s
relationship with clients which can provide
insights in formulating MPR strategies.
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5. Shopper’s Club
• Shopper’s club is an active way to engage
customers in rewarding their
loyalty and influencing their
buying behaviour
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6. Customer Surveys
• Customer survey is an effective way to
identify customer preference and behavior
pattern.
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7. Focus Group
• Focus group can be used to collect in-
depth knowledge on customer’s
perception and sentiments over a brand, a
product or service.
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8. Social media
• There is a wealth of self-generated
customer information on social media
platform on your brand.
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9. Commitment to Society
• Common tools in showing the
organization’s commitment to the society
– Philanthropy
– CSR
– Corporate governance
– Public affairs
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10. Philanthropy
• More commonly called charity, but it must
be on a corporate level.
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11. Cash donation is still the
mainstream philanthropy
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12. CSR
• According to CSR Asia, it is defined as a
company’s commitment to operating in an
economically, socially and environmentally
sustainable manner whilst balancing the
interests of diverse stakeholders.
• The key areas where stakeholders are
involved include:
– Clients, suppliers, employees, investors,
regulators, communities, and environment.
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13. How CSR builds brand name?
• This is how a company use its expertise to
contribute to the community….and making
a name for itself.
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14. Corporate Governance
• Rights and equitable treatment of
shareholders
• Role and responsibilities of the board
• Integrity and ethical behavior
• Disclosure and transparency
Are these good
Are these good
messages for
messages for
PR purpose?
PR purpose?
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15. Public Affairs
• It shows to the public that you care about
the local communities that you operate in.
• For Hong Kong, the most common
practice is for the bosses of major
corporations to hold public offices.
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16. Public Affairs
• Some companies will support the
government’s policy agenda.
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17. Public Affairs
• Public affairs engagement is a long term
commitment.
• Apart from supporting the government,
organizations can also influence policy
makers.
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18. Communicating the Marketing Mix
• Before deciding what to do, MPR managers
must identify who your target audience is.
– Age group
– Education background
– Family composition
– Gross income and disposable income
– Behavior pattern (in relation to your product or service)
– Personal networth
– Political preference
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19. Communicating the Marketing Mix
• Traditionally in the form of a simple pie
chart.
• Today, more and more overlap….but
it’s still all about your target customer
Events/Trade Direct mail
Shows
Target Consumer
PR
PR Advertising
Events/Trade Shows
E-Mail Marketing/Web
Direct Mail/Coupons
Advertising
E-Mail
Marketing/Web
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20. PR
• Editorial content is precious because it can
shape readers; perception.
• The kind of research people normally do
before making a purchase decision:
– Online (google or relevant industry portals)
– Word of mouth
– Media
• People want “personal experience/insight.”
Media reviews are the next best thing.
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21. Let’s look a quick example…
• If you are traveling to Las Vegas, and
would like a nice pizza meal, would the
following restaurant be of interest to you?
"Best Pizza in Las Vegas" "Best Pizza"
Zagats Review, 2006 Las Vegas Weekly Magazine, 2003
"Best Pizza in Las Vegas" "Best Pizza"
LV Weekly Magazine. Readers’ Poll, 2006 Las Vegas Weekly Magazine, 2002
"Best Pizza in Las Vegas" "Best Pizza in Las Vegas"
By the subscribers of AOL.com Las Vegas Review-Journal Poll, 2001
"Best Pizza in Las Vegas" "The Best of the Valley"
Citysearch.com, 2004 City Life, 2000
"Best Pizza in Las Vegas" "A Shrine to Old-Fashioned Pizza"
Las Vegas Weekly Magazine, 2004 Zagat's Restaurant Review, 2000
"Best Pizza in Las Vegas" "Voted Citysearch's Best Pizza"
Zagats Review, 2004 CitySearch.com, 2000
"Best Pizza in Las Vegas" "A Story of Family Pride, Tradition and
CitySearch.com, 2003 Great Pizza" 21
Muriel Stevens, Las Vegas Sun

22. Would you walk into this shop?
• If you had not seen all these “Best Pizza”
reviews and awards?
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23. Integrating PR with Marketing
• Using PR tools to manage customer
perception and behavior to deliver
“marketing mix” objectives.
• Again, it boils down to the 4 Ps.
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24. Product
• The extent to which the company’s
product or service can satisfy customer
needs, compared with those of
competitors.
• Tools:
– Advertisement
– Sponsorship
– Exhibition
– Awards competition
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25. Price
• Communicating “price” to customers is to
motivate them to make purchase decisions
and to retain them as customers.
• Tools:
– Packaging
– Coupons
– Price copy advertising
– Price concessions
– Price bundling 25

26. Place (distribution)
• The distribution channel can convey a
specific message about the organization to
the customers.
• Tools:
– Shelve space premium
– Exclusive distribution
– Agreement with licensed agents
– Own retail outlets
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27. Promotion
• Communication in promotion is to inform
and persuade the target customers to buy
an organization’s products.
• Tools:
– Advertising
– Sales promotion
– Direct marketing
– Personal selling
– E-commerce 27

28. How to start?
• Identify the strengths of your products / services
• Characterize your target consumer
• Know your target media
• Think about your story and the experience you
provide
• Develop a core message
• Deliberate, creative thinking almost always sets
the stage for a successful PR campaign/program.
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29. Mini-CA 4
• What is HKTB trying to sell?
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30. Look at HKTB’s website
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31. Mini-CA 4 (to be handed in and
presented in next class)
• What’s the strengths of Hong Kong?
• Who’s HK’s target consumer?
• Where do you want media coverage?
• What kind of story and the experience you
think HK can provide?
• Any slogan you can come up with?
• What MPR activities do you think would be
useful?
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