cipr diploma day 17 040309 soas

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 1/29

March 4, 2009

CIPR diplomaCIPR diploma

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 2/29

Historical Development of Public Relations

and MarketingPUBLIC RELATIONS

SOCIO-ECONOMIC FORCES

Press agentry Public information Two-way(a)symmetric(managerial)

MARKETINGSOCIO-ECONOMIC FORCES

Production Selling Market(managerial)

1800-1900 1900-1940 1980-1990 1990-present

INTEGRATION Corporate

communications

Cornelissen (2004: 36)

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 3/29

Differences Between Marketing and PR

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 4/29

Marketing Marketing/PR Public relations

Market assessmentCustomer segmentationProduct developmentPricingDistributionServicingSales forceSales promotionProduct advertising

Image assessmentCustomer satisfactionCorporate reputationMedia strategy

Corporate advertisingEmployee attitudes

PublicationsEventsIssues managementCommunity relations

Identity/corporateimageryMediaLobbying/public affairsSocial investment/CSR

Cornelissen (2004: 40)

PR and Marketing Overlaps

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 5/29

Marcomms – Moving from Intrusion to

CollaborationIntrusion Collaborative

Scattergun – poor targeting, mass

communication

Consent-based dialogue – building

relationships, two-way dialogue

Seller benefits – lack of focus on

customer needs

Mutual benefits – consumer

incentives, loyalty programmes

Media constrained – reliance on

historical usage limited to one majormedia form, often advertising

Media transparent – using a full range,

including new media

Invasion of privacy – over-communicating, using “acquired”

personal information

Respect for privacy – data protection

Poor innovation – lack of creativity Radical innovation – electroniccommunication

Impact unknown – no emphasis onresponse measurement, focus on

acquisition

Return on communication – need forperformance measurement

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 6/29

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 7/29

“IMC considers all sources of brand or company

contacts which a customer or prospect has with theproduct or service as potential delivery channels forfuture messages.”

Shultz (1993)

What does integrated marketing

communication do?

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 8/29

Vertical objectives integration

Horizontal/function integration

Marketing mix integration

Communications mix integration

Creative design integration

Internal/external integration

Financial integration

Seven Levels of IMC

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 9/29

HSBC – Vertical Integration

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 10/29

Schultz and Kitchen, 2000

Stages in IMC Development

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 11/29

Schultz and Kitchen, 2000

The 8-Step IGMC Planning Process as aSystem

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 12/29

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 13/29

Customers of one part of the business not recognised

by another Several different sales people from same company

needed to cover product/service range

Learnings from one part of the business nottransferred to another

Conflicting sales objectives

Marketing and communications work in silos

Unintegrated organisations

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 14/29

Creates competitive advantage

Boosts sales and profits

Cost and time efficiencies

Promotes dialogue Recognises the complexity of communications

process

Benefits of IMC

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 15/29

Absence of cross-disciplinary skills

Egos and turf battles

Organisational structures

Focus on outputs rather than outcomes Focus on campaigns not long-term

relationships and dialogue

Barriers to IMC

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 16/29

This is the 4Cs framework by Fill which aims to

summarise the key characteristics of the major

marketing communications tools. Can you fill in theblanks against PR?

Class Exercise: Worksheet

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 17/29

• £1 million in donations

•42 consecutive days of free publicityfor NSPCC

•Number of callers to NSPCChelpline doubled

•Spontaneous recall of ad 47%

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 18/29

Push, pull, or profile strategies

Push Communications focused on moving goods through

distribution channels in stages. Mainly business tobusiness – personal sales, trade shows.

Pull Communications focused directly on the customer or

user of service – advertising, sales promotions.

Profile Communications focused on a range of stakeholders

and identity/reputation – PR, sponsorship, internalcommunication.

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 19/29

Colluding with customers

The mobile phone brand O2 was

launched in 2002 and involvedthe re-branding of BT Cellnet – seen as dull in comparison to

Vodaphone and Orange.

The focus was on connectingwith lifestyles and attitudes toengage customers more.

Visual integration aimed at building brand awareness across all channels.Strategic integration focused on brand, products and communications.See mini case study 26.1 in Tench and Yeomans (2008: 506).

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 20/29

Total brand communication

“In many situations there is little actual difference between

competing products, so it is the role of communications to createperceptions of difference in executing positioning strategies”

Important characteristics for message creation and delivery:

ClarityCoherenceConsistencyControlCommitmentContact

Customer driven

Tench and Yeomans (2008: 509-13)

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 21/29

Barclays – Total Branding

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 22/29

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 23/29

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 24/29

Raffles Hotel - Singapore

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 25/29

Engaging brands

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 26/29

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 27/29

Developing Content

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 28/29

CEO

Director of CorporateCommunications, InvestorRelations & Public Affairs P.A.

Head of Business Unit

Divisional Product / LocalPR (Teams of 3 - 8)

Global Head ofMedia Relations

InvestorRelations

(Team of 2)

5 press officers 

InternalCommunications

(Internet/intranet &house magazine)

CommunityRelations

Community 

relations,sponsorship 

Responsible for internal communications specific to the 

division, handling of trade press,product PR and regional media.

Corporate Communications Departments

8/9/2019 CIPR Diploma Day 17 040309 SOAS

http://slidepdf.com/reader/full/cipr-diploma-day-17-040309-soas 29/29

Integrated communication within an

organisation

Tench and Yeomans 

(2006)