Marketing strategy: Public relations

 

Manuel Zebeida, founder and managing director of Press Index Inc., recognises that the fragmented, unregulated, constantly changing world of Web 2.0 poses immense challenges for press-clipping and med ...

Strong brands are built on experience and trust. Product issues that threaten consumer safety put these brand foundations in jeopardy. The way in which Johnson & Johnson responded to the Tylenol poiso ...

PR can be a highly effective brand-building tool. In the eyes of consumers, it carries greater weight than other types of marketing communication, being seen as independent and hence more credible. As ...

PR is becoming increasingly important and accepted as a marketing tool. As well as discussing the reasons for this, this article also looks at PR best practice, arguing that it should be integrated in ...

Olivia Johnson, planning director at Hooper Galton, advises on how to produce successful campaigns in today's fragmented and cacophonous media environment. She argues that too few brands have a truly ...

This study investigates the internal ideational foundation underlying the host country public relations of multinational corporations by explicating the thinking of various public relations actors abo ...

James Davies, managing director of Impact Evaluation, explains the importance of PR evaluation in today's changing media environment, and discusses the ways that are used to measure the success of PR ...

Rachel Hawkes and Tim Gibbon, of Elemental Communications, explain the new PR technique of News Engine Search Engine Optimisation (NESEO), combining the skills of PR and search engine marketing. NESEO ...

Pan-European PR usually involves using several consultancies, and generates considerable dissatisfaction. This is according to Patrick Frison-Roche, founder and managing director of Hopscotch Europe i ...

Gerry McCuskar, author of Public Relations Disasters: Tailspin, argues that marketers are being negligent if they do not give PR a role in advertising campaign development and at campaign launches. He ...

Roderick White, in his introduction to Admap's report on public relations, discusses the roles and responsibilities that PR is perceived to perform in today's marketing companies. Ranging from simple ...

Mark Westaby, director of the Portfolio PR Group and founder of Metrica, a research and evaluation company, argues that PR (especially media relations) plays a critical role in the marketing mix, espe ...

Dr Tom Watson, a communications academic and past chairman of the UK's Public Relations Consultants Association, argues the necessity for measuring the effects of public relations activity, and provid ...

Tom Beaumont-Griffin, executive creative director at Sledge Ltd, and Andy Sutton, UK marketing director for Peugeot, describe the spring 2005 pre-launch buzz campaign for the innovative Peugeot 1007. ...

Parker believes that influence through reference has replaced deference for consumers who seek out the views of their peers, TV presenters or newspaper columnists, such that 60% of financial advertisi ...

This paper reports a survey about diffusion of the concept of Integrated Marketing Communications (IMC) in the Chinese market, which is now in a transition period, moving from a planned economy to a m ...

Claire Spencer, managing director of i to i research, looks back at how the PR industry has evolved over the last 40 years and envisages PR playing a pivotal role in integrated communications over the ...

This ‘Best Practice’ paper looks at the complex and fragmented world of ambient media. After defining the subject, the author looks at ambient media’s relationship with point-of-purchase, promotions ...

Fergus Hampton, CEO of Millward Brown Precis, argues that the speed and importance of the internet as an unregulated information source requires companies and brands to continuously monitor what is be ...

Mark Hughes, CEO of Buzzmarketing.com, argues that mediocre advertising leads to wasted budgets. He advocates MIRP (media impressions beyond rating points) by generating a word-of-mouth buzz for your ...

In this article the authors discuss the development of Integrated Marketing Communications and explore how it is being used by agencies that are members of the Institute of Practitioners in Advertisin ...

Joe Mandese reviews the performance of corporate public relations in 2002 compared with 2001. He introduces the findings of the so-called Media Reputations Index (MRI) which seeks to do for PR what TV ...

How do you get your brand talked about by the right people, in the right places, for the right reasons? Amy Henry explains the concept of buzz marketing: describing how it can be successfully applied ...

This paper looks at the essential need of evaluation of PR activity, and the author's experience of measuring ROI of PR in its own right or as part of an integrated campaign.

This article is an introductory overview for a four-article focus on public relations found in the February 2003 issue of Admap.

In this article Susanna Simpson outlines the reason why PR is often misrepresented. A major problem is related to the fact that PR has only one trade magazine to communicate compared with other market ...

In this article on public relations Nick Gilbert compares and contrasts the modern on-line news monitoring scheme with the traditional cuttings services. While the old style cuttings services produced ...

This article by Clare Spencer advocates a holistic approach to marketing communications based on synergy rather than difference. She comments on compartmentalisation of media and believes there is nee ...

James Thellusson reviews four major ways in which PR can be measured which he describes as - output, out-take, outcome and outflow. He describes each and discusses measurement devices including the tr ...

This article focuses on best practice in public relations. PR has to be based on clear understanding and definition of objectives. The PR Pocket Book suggests planning on the 'GAME' format - goals, ...