1. DA010 - Professional Diploma in Public Relations - COMM6026EP
Marketing Public Relations: Principles and
Practice (2012/01)
Lecture 4
Public Relations as a compliment to
Marketing
Developed and Presented by
Roy Ying, Msc., B.Comm.
Note: Pictures used in this power point file
is for academic Purpose only 1

2. Is PR part of marketing?
• Let’s look at the kind of services a typical PR
agency would offer:
– Media relations
– Brand management
– SEO and social media engagement
– Trade fairs and special events
– Public affairs and community engagement
– Internal communications
– Crisis and issue management
– Stakeholder management
– CSR
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3. Is PR part of marketing?
• Services offered by marketing agencies:
– Design and production of marketing collaterals
– Database management
– Direct marketing strategy
– Advertising and media planning (above the line,
below the line and online media)
– Sales and promotional events
– E-commerce promotion and social media strategy
– Clients and channel development
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4. Class Discussion
• There are overlapping of services between
marketing and PR agencies.
• In your view, what is the division of labour
between PR & marketing on the following:
– Social Media
– Events
– Media and publicity
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5. Media Relations
How does it add value to marketing?
• The objective of media relations is to:
– Position the organization as the credible
source of information in the industry
– Maintain cutting edge knowledge of media’s
(in particular the editor’s) news appetite
– Collect market intelligence on competitors and
industry development
– Groom spokespersons as authoritative figures
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6. Media Relations
• Why do these articles made it to the
newspapers?
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7. Media Relations
• Do you think SJM’s image was better with Dr.
Ho?
• Now that he is semi-retired, do you think its
image has become weaker?
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8. Brand Management
How does it add value to marketing?
• The objective for brand management is to:
– Communicate the company’s core value
– Stand out from competition
– Deliver brand promise
– Position the company in the right segment
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9. Brand and Branding
• Brand - A name, term, sign, symbol or design, or
a combination of them, intended to identify the
goods or services of one seller or group of
sellers and to differentiate them from those of
competitors.
• Branding - Providing goods and services with
the power of the brand.
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10. What’s in a brand?
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11. Is what way does it help marketing?
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12. In what ways does brand help?
• Improved • Larger margins
perceptions of • More inelastic
product consumer response
performance • Greater trade
• Greater loyalty cooperation
• Less vulnerability • Increased marketing
to competitive communications
marketing actions effectiveness
• Less vulnerability • Possible licensing
to crises opportunities
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13. Brand Management
• Is Apple a good brand? Why would you
want to pay more for an Apple product?
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14. Brand Management
• Is Disneyland a good brand?
• Do you know what’s an imagineer?
• Will this spark your interest to visit?
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15. 10 Quality of World Class Brand
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16. 10 Quality of World Class Brand
• 1. Well-known – without awareness, nothing else counts;
a brand can’t be in people’s purchase consideration sets
unless they are aware of the brand;
• 2. Relevant – the brand must be perceived to be
relevant to people’s hopes, needs and desires;
• 3. Differentiated – to stand out among competitive
alternatives, the brand must be unique in ways that
matter to customers;
• 4. Customer-Centric – only when the brand knows its
customers and their needs well, can it deliver
exceptional purchase and usage experiences;
• 5. Trustworthy – this implies being honest and authentic,
consistent and predictable, reliable and dependable, and
always delivering on its promises;
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17. 10 Quality of World Class Brand
• 6. Innovative – given today’s hyper-competitive
environment, brands must anticipate customer needs
and surprise and delight their customers with a constant
stream of relevant innovations;
• 7. Likeable – brands should share values with their
customers, possess admirable qualities, and be likeable
and easy to work with;
• 8. Accessible – to convert brand preference into brand
purchase, brands must be easy to be found and
purchased; they must be accessible and convenient;
• 9. Popular – strong brands are perceived to be very
popular, much sought after and possessing positive
momentum; strong brands receive significant “buzz”;
• 10. Valuable – its value must be perceived to be good,
excellent or superior over its competitors.
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18. Class Discussion
1. List down at least 5 things that come to
your mind when you see these 2 brands?
2. Which brand is worth more? Why?
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19. Search Engine Optimization (SEO)
How does it add value to marketing?
• The objective of SEO is to:
– “BE FOUND”
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20. Tips on SEO
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21. In what way it helps marketing?
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22. What do you need to do?
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23. Social media
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24. Class Discussion
• Considering the advantages of SEO and
Social media, what do you think these
tools CANNOT do for you?
• List down 5 limitations.
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25. Trade fairs & special events
• Remember this?
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26. Trade fairs & special events
How does it add value to marketing?
• The 5 objective of trade fair is to:
– Generate new leads
– Showcase new products or services
– Renew existing customer relationship
– Collect market intelligence
– Image promotion
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27. HKTDC Exhibition Video
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28. 7 steps in an effective trade fair
Step 1: Securing a booth
• Most good exhibitions have long waiting list. It’s
not easy to get a booth.
• HKTDC has a point system based on:
– Application history
– Quality of products and designs
– Awards
– Production quality assurance certifications
– Branding effort (i.e., not just OEM)
– Relationship with HKTDC
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29. 7 steps in an effective trade fair
Step 2: Know what you want to sell and
produce the marketing collaterals (i.e., a
flyer, a brochure or a CD)
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30. 7 steps in an effective trade fair
Step 3: Develop a sales presentation and
look for opportunities to reach clients
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31. 7 steps in an effective trade fair
Step 4: Pre-event marketing
• Database sourcing for direct marketing
• Onsite promotional platform bookings
• Advertising planning
• Pre-arranged sales meetings
• Staff recruitment and training
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32. 7 steps in an effective trade fair
Step 5: Pre-event PR
• Publicity event planning for media
– Awards competition
– Fashion show or parade
– Seminar
– Book signing
– Special occassion ceremony
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34. How to be invited to receive such
free publicity opportunities?
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35. 7 steps in an effective trade fair
Step 6: Booth design
• Find out how you want to interact with your
clients and what you want to be selling
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36. Booth Design
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37. 7 steps in an effective trade fair
Step 7: Follow up with leads
• Follow up meetings
• Issue standard corporate or product
templates
• Put leads on CRM or at least on regular e-
news update
• Implement customer loyalty program
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38. Mini CA 2
• Suppose you are hiring a MPR manager in
managing your exhibition booth at MIF,
please draft a job description based on the
7 steps in achieving the 5 objectives.
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