PR Influences News: Back Issues by Article Topic Business to Business Marketing How important is the name behind the brand? The link between corporate behaviour and buying a brand have emerged recently in two international surveys. Market your company - not just your brand It’s a risky strategy to pour funds into promoting and marketing brands only to do nothing to ensure the organisation itself has a good reputation with those who matter Gen Y Teens - wired but wary Parents and editorials trusted more than Internet and ads. Teens aged 14-18 are remarkably savvy. They spend more time on the Internet than any other group Debunking myths about PR: PR and advertising PR is the same as advertising. No. Advertising uses paid-for media space or time to convey a message which primarily aims to sell. PR and advertising - it works well together An American study looked at the impact of news coverage and advertising on consumer attitudes, based on research materials provided by AT&T PR and Brand Marketing: different perspectives, same goal PR is used more by brand marketers than ever before. But do marketers appreciate the differences between what they do and what PR people do. Brand marketers: a few points to think about Feel that while your paid and traditional marketing such as advertising is working well you are not fully exploiting all the opportunities to reach the market place The fall of advertising and the rise of PR As a brand building tool advertising is dead.  Use it as a brand maintenance tool, once the brand has been built by PR ERP: a difficult environment demands a bigger role for communication Few areas are more specialised than marketing business products and services to business.  This is especially so in the ERP (enterprise resource planning) market Consumer marketing: nutrition moves from ‘could have’ to ‘must have’ status The ingredients required in a well planned and executed consumer public relations program containing a strong nutritional element PR & marketing: the implications from Al Ries’ book Public Relations Book Review: The Death of Advertising and the Rise of PR’ by Al Ries and Laura Ries Public relations: 10 roles it can fulfil in marketing PR can help counter the questions and attacks from experts and activists on brands and product categories, more Consumer communication goals - without them you’re just making noise In planning communication activities such as public relation, four goals need to be established Retailer becomes brand info source with (almost) a great idea Anyone’s allowed to have a good idea.  But without investigating its potential with others in your organisation, it will remain just that… a good idea. Dick Smith gives multinationals a wake up call Dick Smith - has had a field day in publicity terms (as well as inflicting some significant market share damage along the way). Product attributes - the key to the whole campaign All brand or product managers know their product attributes. It's the list you give your advertising agency to work from Advertorials: why you should consider them. And how to make them work even better! Once the domain of advertising agencies their development and execution lies in the hands of PR consultants. First study of successful new product launch Study of ingredients of a successful product launch has been undertaken by public relations firm in conjunction with Boston University. American survey reveals consumer insights into brand loyalty A survey in the US has revealed some insights into the buying habits of the public, including the importance of brand loyalty and peer recommendations in choosing product. Is your web site communicating what you want? What makes a website good? How do people use websites? How do people read online? What to avoid Industrial and B2B marketing: now’s the time to fine-tune the tactics for FY03 What likely events do you have to leverage? Do you have any VIPs visiting? Are company structural changes or developments likely? What does 2003 have in store for your communication function? Nine issues for Corporate & Marketing executives. 1. Understand the difference between ‘image’ & ‘reputation’. Marketing & PR. Time for a fresh look? Here are three brief items that provide a good insight. 1. Public relations - 10 roles it can fulfill in marketing, 2. Brand Marketer Questionnaire, Consumers have difficulty recalling new products The Survey polled consumers throughout the US on 25 new products from companies such as Coca Cola, Pepsi, Heinz, Dockers, Haines and BMW Consumer marketing - priorities for PR in new year plans There are four areas where PR should be considered. Communicating the brand’s personality. Adding depth to communication with target audiences. B2B marketing: maximising credibility The following is a rundown on some of the main marketing communication tools that should be part of a marketing plan. Consumer electronics - a rich area for PR to play a role 7 keys to success are: Timing is everything. Be selective about products you ‘PR’. Be rigorous about your message. Insights into Marketing Communication Issues, Trends and Practices. 8 points to emerge from a roundtable discussion: Demographic changes are forcing smart marketers to change their approach. PR at Work - three international marketing examples PR has an increasingly important role in supporting marketing: PR Introduces New Appliance. PR Reinvents Butter. Debunking myths about PR - the role of PR in marketing 5 PR myths: PR is less certain than advertising. With advertising we know what we get from the start. White Papers - now seen as a key tool for IT and B2B marketers US survey: The role that White Papers and Case Studies play in the evaluation of new products and services. Main findings Brand Managers - using PR as a tool 8 aspects of integrating PR into brand support: PR usually has to lead the product launch. Messaging is just as important in PR as it is in advertising. When Worlds and Words Collide - your resource guide to plain English Corporate and marketing communicators should be addressing the issue of how to give a simple comprehendible message. Thought Leadership - more than just a catchy phrase for PR professionals Most of us who are involved in the strategic end of PR will have heard of Thought Leadership, and many have probably included it under corporate communication. Senior marketers value Public Relations Public relations is poised for a more prominent role in the overall marketing mix according to a US survey of senior marketing executives B2B: Sales staff recognise PR role in lead generation Findings of US survey, top 7 PR activities of Sales & Marketing respondents: Speaking engagements; Press Articles; Customer success studies; Marketing: Rise of word-of-mouth marketing gives PR fresh impetus Word-of-mouth (WoM) marketing is providing fresh impetus to PR as a marketing tool. B2B PR: A key tool for branding Building reputation is the key to branding for industrial, B2B and IT companies. PR is emerging as the key communication & branding tool for marketers. Marketing: Communication is key for reaching confused consumers A US research study probed attitudes to electronic brands. More than 50% rated themselves as “extremely confused”. New Media: Importance of blogs for marketers and communicators Topics: Not all blogs and bloggers are equal; Blogging follows the classic marketing life cycle; Blogs are often seen as more credible sources of information. PR in Practice: How Sensis uses communication to drive and protect brand and reputation Interview with Felicity Hand, General Manager of Corporate Affairs for Sensis on best practice gleaned from recent Sensis communications strategies. B2B and IT: Need for a different approach to marketing, PR and communication Need for a different approach to marketing. Topics: They’re not buying - you’re selling; The decision-making process is different; Marketing and PR: Challenges of marketing to women exposed Survey of women 25-54yo: Trust experts (27%), family/friends (26%), media (23%) in deciding purchases. Marketing: Is consumer brand advertising and PR reaching real men? The US survey from advertising agency Leo Burnett looked at how men feel about themselves and how they relate to the ways marketers depict them. Marketing: The potential PR branding power of the CEO If you believe US research, CEOs have more impact on the brand than ever before. PR Trends: Challenges for communicators in 2006 Four challenges for those managing or implementing marketing communications, including a need to be careful with WoM in 2006. PR & Marketing: Media issue impacts Fords reputation and brand values Ford Motor Company gets itself in a tangle in the US over advertising to gays and lesbians and faces ongoing censure from middle America. Marketers be wary. PR & Brand Marketing: Is your advertising and PR in sync? How many Australian organisations in the news know how this influences consumers - and how it impacts on advertising? PR and Branding: Using Psychographics to target your audience Marketers have traditionally used demographics to target consumers. Today marketers are increasingly looking to reach consumers by focusing on their shared habits. Marketing & PR: The Brave New Man The metrosexual is here to stay! A recent report shows that spending in the men's personal grooming department is growing. Fresh Thinking: How marketers are thinking outside the square In this new section we examine companies that are using PR and marketing in innovative ways. Consumer marketing: What it takes to use celebrities to leverage a brand We see celebrities often being used to endorse products. But what does it take for them to leverage a brand successfully?

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