Synopses & Reviews
The phenominal marketing succes of such diverse products as Apple's iPod, the Harry Potter books, the Toyota Prius, Sony's Playstation 2, the "Star Wars" films, Botox and Viagra had one thing in common. They were all driven by public relations. Advertising was used later only to maintain the brands that PR had made a huge success. As traditional advertising loses its effectiveness, marketers are turning to marketing public relations to create excitement in the marketplace. In the twenty-first century, public relations has assumed an essential role in the marketing of goods and services, insitutions and individuals, governments and non governmental organizations. MPR is moving into an explosive growth stage because companies increasingly recognize that mass advertising, especailly network advertising is prohibitively expensive and ineffective. This powerful new book delievers the tools to help marketing executives design successful strategies and tactics that maximize awareness, communicate product benefits dramatically and motivate consumers and business to business customers to act.
Synopsis
This book is a complete update of an earlier volume that Harris wrote in 1993. The entire concept of The Marketer's Guide to Public Relations runs counter to the traditional concept of 'events-driven' public relations. This book challenges the reader to use public relations as a strategic tool, to achieve measurable and actionable marketing objectives. Not dissimilar to the concept of 'Integrated Marketing Communications', MPR seeks to read one's market, determine need, and build a marketing program (both communciation and marketing strategy) from the outside in: determine the way customers want to learn about your product and develop a strategy to create awareness, communcate the benefits, and instill a motivation to purchase.
Synopsis
Design successful marketing campaigns with THE MARKETER'S GUIDE TO PUBLIC RELATIONS IN THE 21ST CENTURY! This marketing text delivers the tools needed to help you design successful strategies and tactics that maximize awareness, communicate product benefits dramatically, and motivate consumers and business to business customers to act. You will learn find where your customers are, place marketing messages "next to them," and improve response to customer needs in the way consumers want. This text delivers the tools for success!
About the Author
Thomas L. Harris, a leading practitioner and thinker in public relations, is a consultant based in the Chicago area. He is former president of Golin Harris International, one of the largest public relations firms in the world. He is the author of three other best-selling books on public relations and created the first university course on marketing public relations which he taught for fourteen years at Northwestern University. Dr. Patricia Whalen spent twenty years in senior corporate marketing and communications positions of Fortune 500 companies. She is an assistant professor at Northwestern in the Medill IMC graduate program.
Table of Contents
Foreword by Philip Kotler. Preface by Thomas L. Harris. Part I: UNDERSTANDING MARKETING PUBLIC RELATIONS. 1 The MPR Explosion/Marketplace Factors Driving MPR (TH). 2. The Trust Factor (PW). 3. MPR in Integrated Marketing (PW). 4. How MPR Adds Value: Push, Pull, Pass (TH). 5. Circumstances for Success: The Harris Grid (TH). 6. MPR Opportunities in Traditional Media (PW). 7. MPR On-line Opportunities (PW). 8. Experiential Marketing, Building Buzz, Placing Products (PW). Part II: USING MARKETING PUBLIC RELATIONS. 9. MPR Classics (Ivory Soap, Mustang, Cabbage Patch Kids, Walkman, Prozac) (TH). 10. Target Marketing: From Demographics to Lifestyle (PW). 11. Multi Cultural Marketing (PW). 12. Global Marketing Public Relations (TH). 13. Internal Marketing: Reaching a Critical Audience (PW). 14. Introducing New Products (VW, Viagra, Botox, Segway, McDonald's Salads, Harry Potter, Two Buck Chuck, Playstation 2, Star Wars. (TH). 15. Place Marketing (Starbucks, Krispy Kreme, Legoland, American Girl) (TH). 16. Maintaining Brands - Events, Sponsorships and Making Advertising News (TH). 17. Societal Marketing Public Relations (PW). 18. Spokespersons - Celebrities and CEOs as Salesman (TH). 19. Whalen 7-Step Strategic Plan (PW). 20. MPR Tactics from A to Z (TH). 21. The Bottom Line: Measurement and Evaluation (PW). 22. Putting It All Together: MPR in the Integrated Mix (PW). 23. The Future of Marketing Public Relations (TH): MPR vs. CPR. Centralized vs. Decentralized. Internal vs. External. Local vs. Global. Integration vs. Cross Selling. Accountability vs. Blind Faith.