tài liệu truyền thông - chap18 - marketingoriented quan hệ công chúng và wordofmouth quản lý

Marketing-Oriented Public Relations and Word-of-Mouth Management CHAPTER 18... Appreciate the nature and role of marketing public relations MPR.. Public Relations and Integrated Marcom•

Marketing-Oriented Public Relations and Word-of-Mouth Management

CHAPTER 18

1 Appreciate the nature and role of marketing public

relations (MPR)

reactive MPR

how to control them

influence

creating favorable WOM and building brand buzz

Chapter Objectives

After reading this chapter you should be able to:

Public Relations and Integrated Marcom

• General Public Relations (PR)

 Is an organizational activity involved with fostering

goodwill between a firm and all of its various publics

 Employees, suppliers, stockholders, governments, the

public, labor groups, citizen action groups, and consumers

• Marketing Public Relations (MPR)

 Involves an organization’s interactions with actual or prospective customers

 Performs an increasingly important marcom function for both B2C and B2B firms

 Are more credible and less expensive in comparison with advertisements

MPR versus Advertising

• PR (or MPR) in Integrated Marcom

 Has been the subject of much debate

 Has traditionally been specialized and limited

 Has credibility that can be used to introduce new

products using little advertising

 Works best for capturing the attention of the media

when introducing new and innovative products

 Not all products can rely on publicity

 Free publicity lasts only as long as the product is

newsworthy

Marketing-Oriented Public Relations (MPR)

• Proactive MPR

 Is a tool for communicating a brand’s merits

 Is used in conjunction with other marcom tools such

as advertising and sales promotions

 Is dictated by a firm’s marketing objectives

 Is offensively oriented and opportunity seeking

• Reactive MPR

 Is the conduct of public relations in response to

outside influences

 Provides a quick response to repair firm’s reputation, prevent market erosion, and regain lost sales

Forms of Proactive MPR

Product

Releases

or VNRs) gained wide usage

Executive-Statement

(News)

Releases

Feature

Articles

newsworthy programs

Reactive MPR and Crisis Management

• Reactive MPR

 Addresses factors in a

product’s defects and failures

 Provides responses to

unanticipated market events

• Crisis Management

 Provides quick and positive

responses to negative publicity

to reassure consumers and

lessen the damage following

negative publicity

The Special Case of Rumors

and Urban Legends

Commercial

Rumors

Conspiracy Rumors

Contamination Rumors

Types of Rumors

What Is the Best Way to Handle a Rumor?

• Antirumor Campaign Activities:

1. Deciding on the specific points in the rumor that

need to be refuted

2. Emphasizing that the conspiracy or contamination rumor is untrue and unfair

3. Picking appropriate media and vehicles for

delivering the antirumor message

4. Selecting a credible spokesperson

Word-of-Mouth Influence

• Word-of-Mouth (WOM)

 Is both complex and difficult for brand managers to

attempt to control

• Factors Affecting WOM’s Influence

 Tie strength of interpersonal relationships of persons

in B2C and/or B2B social networks

 How well marketing communicators use advertising and “buzz” efforts to stimulate positive WOM

 The amount of prestige accorded by others to opinion

persuaders, and confirmers

Preventing Negative WOM

• Manufacturers

 Providing detailed warranty and complaint-procedure information on labels or in package inserts

• Retailers

 Employees with positive attitudes

 Store signs and inserts in monthly billings

 Offer toll-free numbers and e-mail addresses

Creating Buzz

• Buzz Creation

 Is the systematic and organized effort to encourage people to talk favorably about a particular brand—

either over the fence or over the Internet—and to

recommend its usage to others who are part of their social network

• Proactive Efforts

 Guerrilla marketing

 Viral marketing

 Diffusion marketing

 Street marketing

Generating Buzz Is Akin

to Creating an Epidemic

Rules for Reaching

the Buzz Tipping Point

Igniting Explosive Self-Generating Demand

Principles of an Explosive Self-Generating

Demand (ESGD) Structure

Select and Seed

the Vanguard

Design Unique

or Visible Product

Ration Supply

Nurture the Grass Roots

Tap the Power

of Lists Use Celebrity

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