Public Relations for Marketing Management

193 Pages·1983·16.141 MB·English

by  Frank Jefkins BSc(Econ), BA(Hons), MCAM, FIPR, MInstM, MAIE, ABC (auth.)

MACMILLAN STUDIES IN MARKETING MANAGEMENT
General Editor: Professor Michael J. Baker
University of Strathclyde
This series is designed to fill the need for a compact treatment of major aspects
of marketing management and practice based essentially upon European insti
tutions and experience. This is not to suggest that experience and practice in
other advanced economies will be ignored, but rather that the treatment will
reflect European custom and attitudes as opposed to American, which have
tended to dominate so much of the marketing literature.
Each volume is the work of an acknowledged authority on that subject and
combines distillation of the best and most up-to-date research findings with a
clear statement of their relevance to improved managerial practice. A concise
style is followed throughout, and extensive use is made of summaries, checklists
and references to related work. Thus each work may be viewed as both an
introduction to and a reference work on its particular subject. Further, while
each book is self-contained, the series as a whole comprises a handbook of
marketing management.
The series is designed for both students and practitioners of marketing. Lectur
ers will find the treatment adequate as the foundation for in-depth study of each
topic by more advanced students who have already pursued an introductory and
broadly based course in marketing. Similarly, managers will find each book to
be both a useful aide-memoire and a reference source.
The titles so far published in the series are:
Michael J. Baker (ed.), Marketing: Theory and Practice
Michael J. Baker and Ronald McTavish, Product Policy and Management
J.R. Bureau, Brand Management
Bill Donaldson, Sales Management: Theory and Practice
Gordon R. Foxall, Consumer Choice
Roy W. Hill and T.J. Hiller, Organisational Buying Behaviour
Frank Jefkins, Public Relations for Marketing Management
Geoffrey A. Lancaster and Robert A. Lomas, Forecasting for Sales and Mate
rials Management
Joanna Kinsey, Marketing in Developing Countries
James M. Livingstone, International Marketing Management
Arthur Meidan, Bank Marketing Management
By the same author
Advertising Made Simple (3rd ed.)
Advertising Today (3rd ed.)
Copywriting and its Presentation
Dictionary of Marketing, Advertising and
Public Relations (2nd ed.)
Effective Marketing Strategy
Effective PR Planning
Effective Press Relations and House Journal Editing (2nd ed.)
Effective Publicity Writing
Introduction to Marketing, Advertising and Public Relations
Marketing and PR Media Planning
Modern Marketing
Planned Press and Public Relations
Planned Public Relations
Press Relations Practice
Public Relations (2nd ed.)
Public Relations Made Simple
PUBLIC RELATIONS
FOR
MARKETING MANAGEMENT
SECOND EDITION
Frank Je fkins
BSc(Econ), BA(Hons), MCAM, FIPR, MlnstM, MAlE, ABC
M
Palgrave Macmillan
© Frank Jefkins I 978, 1983
All rights reserved. No reproduction, copy or transmission of
this publication may be made without written permission.
No paragraph of this publication may be reproduced, copied or
transmitted save with written permission or in accordance with
the provisions of the Copyright, Designs and Patents Act I 988,
or under the terms of any licence permitting limited copying
issued by the Copyright Licensing Agency, 90 Tottenham Court
Road, London WIP 9HE.
Any person who does any unauthorised act in relation to this
publication may be liable to criminal prosecution and civil
claims for damages.
First published 1978 by
THE MACMILLAN PRESS LTD
Houndmills, Basingstoke, Hampshire RG21 2XS
and London
Companies and representatives
throughout the world
ISBN 978-0-333-35915-0 ISBN 978-1-349-06925-5 (eBook)
DOI 10.1007/978-1-349-06925-5
First edition reprinted 1983
Second edition 1983
Reprinted 1990, 1992
To my wife, Frances
Contents
Preface to the First Edition viii
Preface to the Second Edition X
What is Public Relations? 1
The Image 8
2 How PR Differs from Advertising 12
Audience 12
Purpose 14
Appeal 16
Media 19
Choice of publication 19
Parts of the media, and media people 20
Kind and choice of media 23
Limited or unlimited usage of media 23
Presentation 23
Costs 24
3 PR and the Marketing Mix 29
The Marketing Mix 30
1. ConceptionllnnovationiModification 31
2. Product life-cycle 32
3. Marketing research 38
4. Naming and branding 39
5. Product image 44
6. Market segment 45
7. Pricing 46
I 1
8. Range Proliferation Rationalisation 46
9. Packaging 47
10. Distribution 49
11. Sales force 49
12. Market education 49
13. Corporate and financial PR 50
VI CONTENTS
14. Industrial relations 51
15. Test marketing 51
16. Advertising 52
17. Advertising research 56
18. Sales promotion and merchandising 56
19. After-sales servicejSparesjGuaranteesjlnstruc-
tions 59
20. Maintaining customer interest/Loyalty 61
4 Corporate and Financial PR 64
Political PR: Lobbying 68
Corporate Identity 69
Corporate Communications 70
5 PR as an Aid to the Sales Force 73
The Staff Relations Aspect 73
Dealer Relations 75
PR Support for the Salesmen 75
6 PR as an Aid to Advertising 78
PR Build-up to Advertising 83
7 Distributor Relations 87
Five Kinds of Distributor Relations 87
Bowthorpe Development Project 91
The Media of Distributor Relations 92
l. Dealer magazines 92
2. Dealer training and education 93
3. Trade and technical press relations 95
4. Worksjstorevisits 95
5. Dealer contests and awards 96
6. Dealers and exhibitions 97
7. Dealer conferences 97
8. Dealers and advertising 98
9. PR for brewers and pubs 100
8 Customer Relations 101
Complaints 101
Guarantees and Warranties 103
Public Criticism 104
Industrial Disputes 106
Customer Service and Education 107
Works Visits, Open Days 110
CONTENTS Vll
Sponsorship 110
Ethnic Markets in the United Kingdom 112
Product Recall 112
Public Service Organisations 117
9 PR and Exhibitions 121
PR Aids for Stands 122
Working with the Exhibition Press Officer 122
10 PR and International Marketing 125
Problems of Communication with Illiterates and with
Multi-language, Multi-ethnic Groups 129
1. Sound versus visual symbols 131
2. Different kinds ofliteracy 131
3. Understanding pictures 132
4. Visual perception time 132
5. Span of consciousness 133
6. Limits of experience 133
7. Problems of scale 135
8. Colours 136
9. Multi-languageproblems 136
10. Word and name problems 138
11. Extent ofliteracy 138
12. Deceptive tactics 139
American English 140
Organising International PR 141
Publications 141
Organisations 141
Services 142
Special International PR Services 144
Translations 144
Press cuttings 146
11 Internal and External PR Services 152
PR Professionalism 158
12 Feedback and Results 160
Index 171
Preface to the First Edition
Public relations is frequently misunderstood and undervalued
by marketers, and marketing is often avoided with distaste by
PR practitioners. There is a peculiar antipathy between the
two, although the syllabus of the CAM Certificate in Com
munication Studies seeks to bring them together.
Most books on marketing ignore PR, give it an insignificant
role such as Kotler's 'publicity', or place undue emphasis on
'favourable' mentions, images and climates. A good many
public services market in a more or less unfavourable climate!
The public may learn to understand them but never love them.
Other writers get no further than using PR in the limited sense
of product publicity. Some of the deserved criticism of PR by
the media stems from the abuse of PR by marketers who see it
as no more than 'free advertising' and regard every mention
by the media as a good or bad advertisement. Even more con
fusion occurs when PR is thought to be the same thing as
sales promotion, and is lumped together with below-the-line
advertising. PR and advertising are totally different things.
Public relations exist whether we like it or not, which is
why it is so important to marketers to avoid the bad PR that
some marketing tactics can provoke.
This book aims to show how PR can enhance the total
marketing effort, and in many cases be an answer to the
excesses of consumerism and other restraints on business. Two
important chapters show, first, how PR can be applied to a
greatly extended marketing mix of twenty elements, and,
second, how PR can assist in the struggle to boost inter
national trade. Practical examples are given of the role of PR
in customer and distributor relations. Finally, attention is
drawn to the 'people factor', and the need for PR to confront
the numerous anti-marketing forces.
PREFACE TO THE FIRST EDITION ix
The book is international in its approach because nowadays
we have to think globally. There is also international interest
in British examinations such as those of the Institute of Mar
keting, the CAM Education Foundation, the Institute of
Export and the London Chamber of Commerce, and in
various marketing and communications diploma, degree and
postgraduate courses held at polytechnics and universities
throughout the world. Examples are therefore quoted from
other countries as well as from the United Kingdom, showing
that the principles set out here are universally applicable.
Finally, I would like to thank the scores of people who have
so generously helped me with examples and information. They
are acknowledged in the text, source references and index.
1978 F. J.