How can your company build the reputation it wants? What it does and how it is portrayed in the media is important. The same goes for advertising. But there is a way to combine authenticity and control: good public relations, or PR.

Watching this video is worth 2 CPD points towards management courses*.
For further details see below.

Marketing for Managers
This video is part of the course module number 8.3.3
Program 8: Customer and Client Management
Course 3: Marketing for Managers
Section 2: Marketing Mix

Other videos in this section are:
What is the marketing mix – the 4Ps? https://youtu.be/gsp72V0W8Uw
Marketing Mix: Product – What is product marketing? https://youtu.be/uBFcQByXn9Y
Marketing Mix: Price and Pricing Strategy https://youtu.be/0U9NhG4I0uw
Marketing mix: Location https://youtu.be/DVaYT7zU7rE
Marketing Mix: What is Advertising? https://youtu.be/n552xtFOV2Q
Marketing Mix: What is Positioning? https://youtu.be/4_wIDOKJS2Q
What is the marketing channel mix? https://youtu.be/pH6Zjrd3IB4
Guy Kawasaki: What is Enchantment? https://youtu.be/8exdRE6gp8k
Seth Godin: What are tribes? https://youtu.be/INKI-FRUNcA

Class notes
As a business, you want people to recognize your brand and be interested in the products or services you offer. Advertising and marketing have two disadvantages:
1. Money

2. People are smart
If you want to get your messages across to your audiences with less effort, in a way that makes people feel less connected to your company, and you also want to control the content of those messages, you need public relations, or PR for short.

What is PR?
The purpose of public relations is to generate interest in a person, organization or product.

The PRCA (Public Relations and Communications Association) defines PR:
"Public relations, or PR, is about how organizations communicate with the public, promote themselves, and build a positive reputation and public image. The way an organization is portrayed in the media has a major impact on how people perceive it. PR professionals try to influence the media to portray their organization positively and convey important messages."

PR is about building and maintaining relationships with a company’s stakeholders:
• the mass media
• relevant specialist media
• Opinion leaders
• and through them the public

PR professionals design and execute communications campaigns to spread their clients' messages. The tools they use include:
• Market research
• Company news
• Press releases and press conferences
• Networking with media representatives & opinion leaders
• Acting as spokesperson for the organization
• Meeting and building relationships with journalists
• Interviews for company representatives
• Speeches for business leaders
• Conferences and events
• Sponsoring external conferences and events
• Coordination of the company’s presence at conferences, meetings and exhibitions
• Promote executive contributions in magazines, industry publications, blogs and books
• Social media to improve brand reputation
• Reputation management to deal with negative publicity
• Crisis management to deal with extremely negative publicity

RECOMMENDED EXERCISE
1. How does your organisation use PR? List all the ways you know of. (3 MC CPD points)
2. Recognize the use of PR when using different media. Take 3 examples and analyze them. What do they do and how well does it work? (3 x 3 MC CPD points)

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LITERATURE RECOMMENDATIONS
Very quick overview
Marketing: A very brief introduction https://geni.us/ozSJF
Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing for Dummies https://geni.us/sZXAw
Marketing for small businesses
The 1-page marketing plan https://geni.us/Xb4wBk
You can't go wrong with a textbook that has Kotler's name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

️ Links to our book recommendations are linked via Amazon

Managers need a basic set of tools to do their jobs well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (links are affiliated)

MANAGEMENT COURSES CONTINUING EDUCATION POINTS
You can record your CPD points for management courses in our free downloadable CPD record log.
Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, you will receive 2 MC CPD points
– If you have also completed all recommended exercises, you will receive a total of 14 MC CPD points

#ManagementCourses #PublicRelations #PR

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