Public_Relations_Marketin_Practice

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1、MarketinginPracticeDr.KathleenDixonDonnelly17thMay,2011PublicRelationsMarketingCommunicationsPersonalSellingMassSellingAdvertisingSalesPromotionPublicRelationsPRToolsMediarelationsInternalcommunicationsCSREventsplanningEtc.MediaRelations:ExamplesPresskitBackgrounderFactsheetPressreleaseEventPlanni

2、ngSituationanalysisStrengthsWeaknessesOpportunitiesThreatsEventPlanningTarget‘market’analysisStakeholdersPublicsStakeholdersSegmentationBasesDemographicGeographicGeodemographicLifestyle(Psychographic)BehaviourUsageBenefitLoyaltyBuyerdecisionstageStakeholderMappingLowInterestHighInterestLowPowerMin

3、imalEffortKeepInformedHighPowerKeepSatisfiedKeyPlayersEventPlanningStrategy!Stateitinonesentence...EventPlanningObjectives1.To...2.To...3.To...EventPlanningKeyMessages3statementsthattheorganizationistryingtocommunicatetothespecifictargetpublicsEventPlanningImplementation=TacticsGonuts!Besuretoincl

4、udemediarelationsButNOTadvertisingYourturn...WhatcouldBCUdo?Yourturn...Whoisthetarget?HowwouldthisfitwithBCU’sstrategy?WhataretheobjectivesWhywouldtheyspendmoneyonit?Whatarethekeymessages?Whataretheytryingtocommunicate?Whatarethetactics?Whatdoyourecommendtheydo?EventPlanningEvaluationHowwilltheykn

5、owifyouspenttheirmoneywisely?‘AVE’“Itis…inherentlyabsurdtoclaimavalueforsomethingwhichwasnevergoingtobepurchasedinthefirstplace.”[Watson,T.,inKitchen,P.J.,(1997)PublicRelationsPrinciplesandPractice,Thomson,p285]‘PII’ModelPreparationImplementationImpactCutlip,S.M.,Center,A.H.andBroom,G.M.,(2000),Ef

6、fectivePublicRelations,PrenticeHallPreparationAdequacyofbackgroundinfoAppropriatenessofmessageandactivityQualityofmessageandactivityImplementationNumberofMessagesSentPlacedReceivedNotedImpactNumberofpeoplewhochangeUnderstandingOpinions/attitudesBehaviourMacNamara’sPyramidOutcomesOutputsInputsResul

7、tsOutputsInputsMarketResearchMacNamara’sMacroModelAppropriatemessageAdequateBackgroundInfoAppropriatemediumQualityMessagepresentationNo.MessagessentNo.ofMessagesPlacedNo.ofMessagesSupportingObjectivesNo.WhoReceiv