What is Marketing?

Industry Experience
Public Sector Projects Market Surveying
Accommodations Survey
Did you Know?
Contact Information

Public Relations and Publicity

Planned and unplanned, but not biased (i.e, credible)

“Any form of non-paid significant news or editorial comment about ideas, products or institutions.

News is:  New, Unusual, Innovative, An Improvement, Dramatic/Emotional

Methods:  press releases, press conferences, photographs, letter to editor/editorials

Publicity helps achieve a communications strategy (using resources to achieve goal):  Communications Strategy in General (Inform, Persuade, Remind)

Developing a Communications Strategy:

  • Assess Marketing Communications Opportunities (external/internal)                          

  • Look for changes in economy, technology, legal/political, social/culture

  • Awareness of dissatisfactions, differentiation for separate markets

  • Awareness of Misinformation                                                

  • Analyze Marketing Communication Resources (Distinctive Competence)

  • Set Marketing Communications Objectives (What message do we want to impart?)

  • Hierarchy of Objectives in Organization and Communications. Define objectives such as...

    • “To achieve a 50% level of awareness in the defined market"

    • “To achieve a favorable attitude in 50% of the defined market"

    • “To achieve a certain response in 50% of the defined market"

  • General:  clarify needs, increase awareness/knowledge, improve image, stimulate action, improve cooperation, improve financial position

  • Develop and Evaluate Alternative Market Communication Strategies (pros/cons)

  • Choose Strategy(ies) and Assign Specific Marketing Communication Tasks

  • Define specifics of message (packaging, media) 

  • Work with public (e.g., school videos) and media to get message heard and in print.

  • Evaluation is in terms of meeting objectives.                            


2014 © Market Research Associates Ltd.