PUBLIC RELATIONS FORUM
The public relations function
Public relations programmes encompass both marketing and corporate dimensions:
Marketing public relations is used in conventional marketing situations to influence customers. As such, it forms part of the marketing communications mix which also encompasses advertising, direct response, sales promotion and personal selling.
The principal decision to be made when formulating a marketing communication plan lies between a push strategy and a pull strategy, or more likely the combination of the two.
- Push strategy: involves directing effort at intermediaries so that they are motivated to direct their promotional effort at customers, thereby pushing the product down the distribution channel.
- Pull strategy: involves aiming promotional activities at end users so that they demand the product from intermediaries, thereby pulling the product down the distribution channel.
Corporate public relations is used to influence customer and non- customers publics and is particularly relevant in a marketing context when these publics have to be influenced in order to gain market entry. An example of this is a pass strategy which has become increasingly important as public and media attention focus not only on an organisation’s products and services, but also its response to critical issues facing society at large:
- Pass strategy: applies when there is a need to enter markets blocked or protected by parties other than end users; examples include government, pressure groups, and other opinion formers, as well as employees
In reality most marketing communications campaigns use a mixture of both push and pull, although emphasis might be placed on one strategy or the other. Frequently corporate public relations will be employed in parallel to implement a pass strategy to address markets where access is constrained either by non- customers target audiences or non-product related issues. Examples might include a lobbying campaign to amend the regulatory climate or an educational programme to overcome concerns over the introduction of new technology.