What does PR do for marketing?
MyCustomer.com Sift Media 12 February 2010
Advertising and
public relations are major elements of their marketing mix for many businesses,
Provided that advertising agents are properly briefed, it is possible to have
advertising plans which are in part at least, measurable in their results.
But what about Public Relations? How does Public Relations (PR) fit into the
marketing mix? What does PR contribute to the overall output from marketing?
Public Relations is an expensive business and by its nature is not fully controllable. With advertising, money buys media space and broadcast airtime, but with PR, the investment is not so certain in its outcome. Time and money may be spent in producing press releases, but with no guarantee that any of them will find their way onto the printed page, television, radio or any other form of mass media. However, the right story can incite interest and be reported worldwide, but whether it is the right story is decided upon by editors of the media, not by the marketing manager from the originating business. The story that results may be of interest to the media, but may be to the detriment of the business. While perhaps it may be said in celebrity circles that all publicity is good publicity that is certainly not the case in the world of business, where bad publicity can have a seriously damaging effect sales and income.
PR for businesses works on two levels. On one level, the ultimate purpose of PR is to keep the company and the product in the public eye in order to aid sales. PR is used to develop a positive attitude to the product and the company by informing potential and existing customers. On a second level, PR helps to provide a supportive attitude within the local and national community, which may help in the recruiting and retaining of staff and develop a general accord with the company’s objectives.
Publicising support the local football team, may be good in developing a positive attitude amongst the local community towards that company, but is very unlikely to directly influence sales, or open doors for the sales force. Similarly, press releases about new products and services my help to open doors to the sales force, by informing new and potential customers, but may have little or no impact with the attitudes of the local community towards the business. When considering PR opportunities, the marketing manager needs to consider how it will contribute to the overall marketing output. If PR expenditure is to support corporate objectives as opposed to sales support, then it should probably not be part of the marketing budget.
In his world number one bestseller book, “Up the organization” the late Robert Townsend, chairman of Avis Corporation, recommended the sacking of PR departments and outside agencies, and appointing a number of internal executives as official spokesmen for particular aspects of a company’s business. Townsend’s approach to PR is imaginative and cost effective, provided that it is the media that seek information about a company. However, should a company seek to be pro active in issuing information to the media, then using PR professionals may have an advantage.
How should the marketing manager evaluate the contribution of PR to the overall marketing activity? Although the contribution of PR may be subjective rather than quantitative, it has an important role in projecting the image of the business, its products and services,
When considering the potential use of Public Relations it should be remembered
that:
*
All publicity is not necessarily useful publicity.
* Marketing managers have a responsibility for public relations and its contribution
to the marketing function.
* Public relations activities that directly support the maintenance of the
sales effort are of value to the marketing function.
* Public Relations activities which do not clearly support the sales effort
and the production of income are unlikely to be of value to marketing function.
That is not to say that such public relations articles and activities have
no value to the business as a whole, but its value might only be regarded
as corporate support, and thus not a marketing asset or responsibility.
Marketing managers must therefore ask:
*
How PR might contribute to the marketing plan, as a stand-alone activity or
in conjunction with supporting Adverting and promotion?
* What aspect of the business will it help – e.g. sales support or corporate
image?
* When should PR methods be used – is it timely?
* Where should PR stories and activities be place for best effect?
Using public relations wisely, can do a lot to influence public attitudes towards both products and businesses. For the marketing manager, PR that supports the selling activity is all important in maintaining the customer’s confidence in the product and the business’s ability to satisfy their requirements. To what extent the public image of a business actually effects the sales of products is debateable and may depend on the image and quality of the product and the size of the business. In the end, the value that PR makes, especially in supporting the sales effort, is a judgement that marketing managers must make and justify.
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N.C.Watkis, Contract Marketing Service 08 Feb 10