How can your organization build the reputation it chooses? What it does and how the media represent it are important. So is advertising. But one way combines authenticity and control: good Public Relations, or PR.

Watching this video is worth 2 Management Courses CPD Points*.
See below for details

Marketing for Managers
This video is part of course module number 8.3.3
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 2: Marketing Mix

Other videos in this section include:
What is the Marketing Mix - The 4Ps? https://youtu.be/gsp72V0W8Uw
Marketing Mix: Product - What is the Product Marketing? https://youtu.be/uBFcQByXn9Y
Marketing Mix: Price and Pricing Strategy https://youtu.be/0U9NhG4I0uw
Marketing Mix: Place https://youtu.be/DVaYT7zU7rE
Marketing Mix: What is Promotion? 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

LESSON 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 drawbacks:
1. Money

2. People are smart
If you want to get your messages to your target stakeholders, but spending less, and in such a way that people see it as less connected to your organization and you also want to control what those messages contain, you need Public Relations, or PR for short.

What is PR?
The task of Public Relations is to create interest in a person, organization, or product.

The PRCA (Public Relations and Communications Association) defines PR:
‘Public Relations, or ‘PR’, is all about the way organizations communicate with the public, promote themselves, and build a positive reputation and public image. The way an organization is represented in the media has a huge impact on how people perceive it. PR professionals try to influence the media to represent their organization positively and communicate key messages.’

PR is about creating and maintaining relationships with an organization’s stakeholders:
• the mass media
• relevant trade media
• opinion leaders
• and, through them, the public

So, PR professionals design and execute communications campaigns that get their clients’ messages out. The tools they use include:
• Market research
• Corporate messaging
• Press releases and press briefings
• Networking with media representatives & opinion-formers
• Acting as a spokesperson for the organization
• Meeting and building relationships with journalists
• Interviews for the company’s representatives
• Speeches for corporate executives
• Conferences and events
• Sponsor external conferences and events
• Co-ordinating the corporation’s presence at conferences, conventions, & exhibitions
• Promoting executives’ contributions to magazines, industry publications, blogs, and books
• Social media to enhance brand reputation
• Reputation management to handle negative publicity
• Crisis management to handle extreme adverse publicity


RECOMMENDED EXERCISE
1. How does your organization use PR? List all the ways you are aware of. (3 MC CPD Points)
2. Spot the use of PR as you consume different media. Take 3 examples and analyze them. What are they doing and how well is it working? (3 x 3 MC CPD Points)

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RECOMMENDED READING
Very quick overview
Marketing: A Very Short 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
Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
For a textbook, you can’t go wrong with 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 affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
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