PR FINAL (Ch. 13/14)

How does PR differ from PR?
marketing public relations focuses on building relationships with consumers with the intent, of course, of persuading them to buy a product. Other areas of public relations work less directly with marketing, focusing instead on publics such as employee, government units, and investors.
How does PR differ from Advertising?
Advertising: the use of controlled media (media in which one pays for the priviledge of dictating message content, placement, and frequency) in an attempt to unfluence the actions of targeted publics.
Unlike advertising, PR doesn’t control its messages by purchasing specific placements for them.
Why PR and Marketing?
-Customer relations is part of public relations
-Gov’t relations and employee relations affect business success
-Both PR and marketing need each other more than ever before in digital media, to build relationships and to use limited, strong messages in an oversaturated and fragmented media world
How does integrated marketing communication differ from mass marketing?
IMC differs from mass marketing in 5 respects…
1.) IMC practitioners focus on individual consumers
2.) IMC practitioners use databases to target individual consumers rather than mass audiences.
3.) IMC practitioners send a well-focused message to each consumer through a variety of approaches: advertising, PR, direct marketing, and all other forms of marketing communications, including packaging and pricing.
4.) IMC practitioners use consumer-preferred media to send their marketing messages.
5.) IMC practitioners favor interactive media, sonstantly seeking info from consumers. Thus, media such as interactive web sites can be idea for IMC.
What is Intergrated Brand Communication
IBC focuses on relationships between consumers and brands “the bond between the buyer and seller.” In IBC a brand is an individual consumer’s perception of his or her relationship with a product or an organization. The goal of IBC is to discover each consumer’s view of the bond and to align it with the organizations view.
Why does IBC matter to PR?
These consumer-focused marketing strategies inlucding IMC, are closely related to one another. With their increasing focus on building 2 way, win-win relationships with important publics, they are closely related to PR.
Why are databases important in integrated communications?
-IMC was preceded by database marketing, which helped turn marketing away from mass audiences and toward individuals.
How have the four Ps changed into the four Cs?
Product: becomes consumer wants/needs
Price: becomes consumer’s cost
Place: becomes convenience
Promotion: becomes communication that’s two-way
What is an IMC audit? (5 steps)
similar in intent to the ethics audit and communication audit. The goal is to determine where an organization stands right now and make reconmmendations for the future actions. Consists of 5 steps…
1. Analysis of the communications network
2. Identification and prioritization of key stakeholder groups
3. Evaluation of the org’s customer databases
4. Content analysis of all messages used within the past year.
5. Assessment of knowledge of, and attitudes toward, IMC on the part of marketing managers, top management, and key agency managers.
How does PR differ from marketing?
Unlike Marketing, PR focuses on many publics not just on consumers.
Please study the First Alert campaign from the textbook (p. 417-419)
In this campaign they first wanted it to say “this product can save your life” but research revealed that U.S. public didn’t understand how dangerous carbon monoxide gas is. Wheatley Blair the maker of this product said that consumers might not respond to am marketing message stressing safety- because th4ey didn’t know that they were in danger to begin with. His strategy: a PR campaign targeting the news media would roll out then the mention of the detector and their primary goal would be to emphasize the threat of carbon monoxide poisoning. What was so good about this campaign was that they researched and developed a basic knowledge of carbon monoxide and where it was coming from. Wheatly got different Medias to advertise and it ended up raising public awareness from 2 to 75%.

From Slide…
~First Alert makes smoke detectors and carbon monoxide detectors.
~Marketing message: A carbon monoxide detector can save your life.
~PR research discovered that people didn’t know about the dangers of carbon monoxide.
~Summary: Consumers might not respond to a marketing message stressing safety, because they didn’t know they were in danger.

Think about the complex definition of the word “culture.”Why is it important to understand culture as much as demographics, psychographics, and geodemographics?
The term culture in the sense of a group of people unified by shared characteristics, defies precise definition. Values are shaped by unique cultures which grow out of demographics (nonattitudial characteristics), psychographics (attitudinal group lives), and geodemographics (characteristics based on where a person of group lives).
• What about cultural attitudes about time and other dimensions in Marlene Rossman’s system of cultural attributes?
1) Attitudes about time (dinner time in different cultures, politeness, etc). 2) attitudes about formality (how to shake hands or greet) 3) attitudes about individualism (Americans are individualists, Japanese like to work in teams, Spanish are big on family, etc) 4) attitudes about ran and hierarchy (knowing social status and signs of respect) 5) attitudes about religion 6) attitudes about taste and diet (culinary diversity) 7) attitudes about colors, numbers and symbols (numbers and colors mean different things in different cultures.) 8) attitudes about assimilation and acculturation (different cultures have different attitudes toward different things).
Encoding and decoding—why are these important considerations when embarking on cross-cultural communication?:
in successful cross- cultural communication, senders must understand how a message will be decode before they can effectively encode it. In successful organizations, all messages emanate from a set of clearly understood core values, as well as from the business goals that grow out of those values. There are a certain number of global values within a company which must remain the same everywhere.
Define Encoding and Decoding
~Encoding involves the sender’s selection of words, images, and other forms of communication that create the message
~Decoding involves the receiver’s attempt to produce meaning from the sender’s message
How do these steps (9 step-encoding and decoding added to comm model) make the basic communication model more complex?:
because encoding and decoding is added and different cultures encode and decode in different ways so it can become exhausting when having to communicate properly with different cultures.

basic communication model is source (NOISE) –> message –>channel–>receiver ——> feedback

Under what conditions does cross-cultural communication work best
in successful organizations, all messages emanate from a set of clearly understood core values, as well as from the business goals that grow out of those values.
What is stereotyping?
The assumption that all members of a particular culture act, think ,feel and believe in the same way.
Why would the 9 step process be important?
If public relations practioners aren’t sensitive to the presence or potential difficulties of a cross-cultural encounter, they have little hope of communicating effectively.
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