1、Marketing in Practice Dr. Kathleen Dixon Donnelly 17th May, 2011,Public Relations,Marketing Communications,Personal Selling Mass Selling Advertising Sales Promotion Public Relations,PR Tools,Media relations Internal communications CSR Events planning Etc.,Media Relations: Examples,Press kit Backgrou

2、nder Fact sheet Press release,Event Planning,Situation analysis Strengths Weaknesses Opportunities Threats,Event Planning,Target marketanalysis Stakeholders Publics,Stakeholders,Segmentation Bases,Demographic Geographic Geodemographic Lifestyle (Psychographic) Behaviour Usage Benefit Loyalty Buyer d

3、ecision stage,Stakeholder Mapping,Low,Interest,High,Interest,Low,Power,Minimal,Effort,Keep,Informed,High,Power,Keep,Satisfied,Key Players,Event Planning,Strategy! State it in one sentence.,Event Planning,Objectives 1. To. 2. To. 3. To.,Event Planning,Key Messages 3 statements that the organization i

4、s trying to communicate to the specific target publics,Event Planning,Implementation = Tactics Go nuts! Be sure to include media relations But NOT advertising,Your turn.,What could BCU do?,Your turn.,Who is the target? How would this fit with BCUs strategy? What are the objectives Why would they spe

5、nd money on it? What are the key messages? What are they trying to communicate? What are the tactics? What do you recommend they do?,Event Planning,Evaluation How will they know if you spent their money wisely?,AVE,“It isinherently absurd to claim a value for something which was never going to be pu

6、rchased in the first place.” Watson, T., in Kitchen, P.J., (1997) Public Relations Principles and Practice, Thomson, p285,PII Model,Preparation Implementation Impact Cutlip, S. M., Center, A. H. and Broom, G. M., (2000), Effective Public Relations, Prentice Hall,Preparation,Adequacy of background in

7、fo Appropriateness of message and activity Quality of message and activity,Implementation,Number of Messages Sent Placed Received Noted,Impact,Number of people who change Understanding Opinions / attitudes Behaviour,MacNamaras Pyramid,Outcomes,Outputs,Inputs,Results,Outputs,Inputs,Market Research,MacNamaras Macro Model,Media Research & Management Information