pcb marketing mix forum public relations and marketing communication communication consulting (pty)...

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PCB Marketing Mix Forum

Public Relations and Marketing Communication

COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD

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Answering the question:

Why should they choose you?


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So why overlook people & the human element when doing business?


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This is the information

technology society

People • know more!

• have more power!

• access more information more freely,

• have a “voice”

• want to connect on their terms COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD

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Quote in The Media Magazine, Nov 2013

Because of social media

“Anything you say can and will be used for or against you, so those brand promises can’t just be wrapped in a pretty ad and a gorgeous package”


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So Let’s change our tactics!

Change how we communicate & connect with people.

Change our marketing, advertising and PR practices

Change our entire business ecosystem .

Start putting the humanity back into our interactions


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What do you think of when you see the word

Public Relations?

What do you associate with the word

Marketing?


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PR - Communicating with stakeholders thru’ managing the flow of relevant information

to build relationships and improve reputation

BUT company PR lost its way:

• Underestimated its people

• Overestimated its own control

• One-way communication

• Manipulated information, used SPIN, misled people

• RESULT >>>>>> mistrust, disloyalty, bad image…

PR - connecting with authentic information sharing - not giving COMMUNICATION CONSULTING (Pty) Ltd

RESEARCH EDUCATE ANALYSE LIAISE & LEAD

From transactional to REAL relationships Marketing focused on product sales and profit - 4Ps

USP was only product-related

NOW it’s don’t sell, TALK ! - 7Cs

• Customer satisfaction not enough – aim for loyalty

• Look at people’s REAL needs and adjust – not just customers

• Develop dialogues and partnerships (commercial & relational)

• Link PR and marketing activities to business vision & goals


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Identify Stakeholders – know their needsWho do you want to communicate with? Why? How?

There’s interdependence, interactivity and cross-communication


Managers Directors

Employees

Media

Investors

Suppliers

Bankers

Dealers Regulators

Trade Community

Assoc.

Regulators Labour

Unions Customers

Corporation

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To survive as part of a greater ecosystema Business must :

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• Know why it exists – who are you? Develop a goal & values-driven vision or mission

• Develop an identity & brand - recognisable & memorable – emotional not rational

• Acknowledge the interdependence of all – be a corporate citizen

• Connect proactively – develop a communication plan to achieve goals

• Keep communicating – use all media for exposure, identification, image & reputation.


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What mission statements say


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Thru’ Communication you ‘speak to’ people!

Plan for communication and use tactics that:

• Engage your target publics

• Tell your story & add to it regularly

• Manage your reputation – thru’ messages, behaviour,

relations, CSR. What difference are you making?

Uphold promises….

• Keep all the pieces of the Marketing Mix together.

Speak with one voice; use integrated campaigns. “Transmedia storytelling”


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Keep your brand alive & Live your Brand

• Branding goes beyond just selling for survival

• Align with your vision and values

• Focus on long-term objectives

Make your voice heard to stand out from the herd

• Brand is more than just your product, logo, packaging etc.

• It’s quality of admin., service, interactions that speak to clients

Build, guard and protect your brandCOMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD

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So why should they choose you?They want to know that

• You are values, not merely profit-driven

• There’s an emotional truth - a meaning - to your existence

• There is an element of ethics in your brand

• You want to share and collaborate on a social level too

• You want to be a part of a greater whole or society.

Differentiation thru communication.


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Do things differently and see the difference!


Thank you!

You can contact me for a session on

“Start the journey to your source”[email protected]

Cel: 082 875 7194

COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD18

mailto:[email protected]

pcb marketing mix forum public relations and marketing communication communication consulting (pty)...

Documents

communication plan

control oneway communication

word marketing

marketing activities

real relationships marketing

pr practices

company pr

misled people