Definition and Role of Public Relations Marketing

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You're reading the definition and role of Marketing Public Relations. Public Relations Practices in principle is a planned activity and a constant effort to strengthen and develop goodwill (goodwill) and mutual understanding that (mutual understanding) between a community organization. In the era of globalization, the role of Public Relations Marketing is becoming increasingly important because of good faith (good will) become a part of professionalism that would be formed due to the formation of sympathetic consumers effectively and efficiently is a necessity in which the level of complexity and satisfying customers' needs has reached a sophisticated level packaging activities. (Saka Abadi, 1994: p.45)

Marketing Public Relations (MPR) penekannanya not on selling (such as advertising activities), plants in pemeberian information, education and efforts to increase understanding by adding knowledge about a brand of products, services, companies will be more powerful impact and make it more long be remembered by customers. With a more intensive level of communication and comprehensive when compared to the ad, the MPR is a concept that is higher than regular ads. MPR provides on aspects of marketing management by showing the welfare of clients (Saka Abadi, 1994: p.46)

According to Thomas L. Harris, the originator of the first concept of Marketing Public Relations in his book, The Marketer's Guide to Public Relations in its conception as follows: "Marketing Public Relations is the process of planning and Evaluating programs, that Encourage purchase and customer through credible communication of information and impressions That identify companies Their products and with the needs, concerns of the customer ".

Marketing Public Relations (MPR) is the process of planning and evaluating programs to stimulate purchase and consumer satisfaction through the communication of reliable information and through the impressions that connects the company and its products in accordance with the needs, desires, concerns and interests of consumers. (Ruslan, 2002: p.253)

Marketing Public Relations as a process of planning, exercising and evaluating programs that allow the purchase and consumer satisfaction through better communication of information from the company's brand image (brand image) of a particular product. (Perennial Saka, 1994: p.46).

Philip kotler definition by saying that: "Marketing Public Relations works works Because it adds value to products through it's unique ability to Lend credibility to the product message"

Marketing Public Relations was created to supplement or provide value to the product through its unique ability to demonstrate the credibility of your message (Ruslan, 2002, p.254).

The Role of Marketing Public Relations

The Role of Marketing Public Relations in an effort to achieve the main objectives of the organization according Rosady Ruslan:

1. Develop awareness of consumers of the product was being launched.

2. Build consumer confidence in the company's image or benefit (benefit) for products offered / used

3. Encourage enthusiasm (sales force) through a sponsor article (advertorial) about the uses and benefits of a product.

4. Reduce the cost of a commercial advertising campaign, both in electronic and print media and so on to achieve cost efficiency.

5. Commitment to improving services to consumers, including efforts to resolve the complaints (complaints handling) and other parties to achieve customer satisfaction.

6. Help the campaign for the launch of new products and product positioning as well as planned changes to the old.

7. Continuously communicate through the medium of Public Relations (PR House Journal) about the activities and work programs related to social and environmental concerns in order to achieve positive publicity in the eyes of the community / public.

8. Establishing and maintaining a corporate image or product goods and services, both in terms of quantity and quality of service provided to customers.

9. Attempting to be proactive in the face of a negative event that might arise in the future. (Ruslan, 2002: p.262).

Marketing Public Relations (MPR) as a process of planning, implementing and evaluating programs that allow the purchase and consumer satisfaction (customers) through good communication on impression of the company and its products in accordance with the needs, desires, concerns and impressions of the consumer. The presence of MPR in the company are considered effective, halini because:

1. MPR is considered capable of building brand awareness (brand awareness) and brand knowledge (knowledge of the brand).

2. MPR is considered a potential to establish the effectiveness of the area "Increasing usage category" and "icreasing brand sales".

3. With the MPR in some ways be considered more cost effective when compared with the company entering its products through advertising. More cost-effective than increasing the cost of media.

Seven ways to be an important benchmark in the activities of Marketing Public Relations by Philip Kotler and Kevin Lane Keller (Kotler and Keller, 2006: p.553)

1. Publications (Publications)

Companies rely extensively on published materials to reach and influence Their targeted markets. These include annual reports, brochures, articles, company newsletters and magazines, and audiovisual materials.

Companies entrust the expansion of the publication of material based products to influence and attract targeted buyers. Which includes annual reports, brochures, articles, newspaper companies, magazines and audiovisual materials.

2. Identity Media

Companies need a visual identity Immediately That the public recognizes. The visual identity is Carried by company logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and dress code.

Companies need to create identities that can be easily recognized by the community. For example: company logo, stationery, brochures, signs, corporate forms, business cards, buildings, uniforms and clothing regulations.

3. Events

Companies can draw attention to new products or other company activities by arranging special events like news conferences, seminars, outings, trade shows, exhibits, contests and competitions, and Anniversaries That will reach the targeted publics.

Companies can attract the attention of new products or activities of the company by holding special events such as interviews, seminars, exhibitions, competitions, contests and birthday of the stuff in order to reach the wider community.

4. News (News)

One of the major tasks of PR professionals is to find or create favorable news about the company, its products, and its people, and to get the media to accept press releases and attend press conferences.

One of its main tasks is to create a Public Relations or find events that fit the company, its products, its people or its employees, and make the media interested in press releases and news load is present in the press conference (press conference).

5. Speeches (Speech)

Increasingly, company executives must field questions from the media or give talks at trade associations or sales meetings, and these appearances can build the company's image.

The higher the company's need to be able to answer every purpose of the public by answering questions from the media or provide guidance on the sales associate and the meeting aimed to discuss the matter of the sale to build corporate image.

6. Public-Service Activities (Participate in social activities)

Companies can build goodwill by contributing money and time to Good Causes.

Companies can build a positive image by contributing money or time in things that are positive.

7. Sponsorship (sponsorship)

Their companies can promotes brands and corporate name by sponsoring sports and cultural events and highly regarded Causes.

Companies can market their wares by sponsoring sporting events or cultural events that are beneficial for the survival of the company.

Hopefully the article "Definition and Role of Public Relations Marketing" useful to you...