What does public relations marketing mean?

1, that is, public relations marketing: public relations marketing is social marketing, which stood out in the late 1970 s and was full of vitality. It is also a combination of perceptual consumption view, wise consumption view, ecological compulsion view and social public interest view.

2. In the stage of public relations marketing, in addition to continuing to use traditional promotion methods, enterprises pay more and more attention to public relations promotion activities focusing on enhancing corporate image and reputation as the key means of modern enterprise marketing activities. As an extremely valuable marketing resource, corporate image has become an important part of marketing strategy.

Extended data:

Classification of public relations marketing:

corporate public relation,cpr

A marketing-oriented public relations, its role is to support the objectives of marketing plan;

The other is corporate public relations, which mainly deals with general public affairs, maintains the original function of managing public communication affairs and supports the overall goal of the enterprise. From what aspects does marketing public relations support marketing work?

Harris's book compares marketing, marketing public relations and corporate public relations.

Promote products, sponsor activities, hold special events, participate in public services, prepare promotional printed materials, hold press conferences, invite media to visit and interview, and support manufacturers and their businesses. , are included in the category of "marketing public relations";

The relationship between enterprises and media, shareholders, government agencies, communities, employees' communication, public affairs operation and corporate advertising all belong to the category of "corporate public relations".

Harris's view is in the same strain as the mainstream view prevailing in contemporary marketing circles, and his research results further strengthen the theory that public relations is a promotion tool.

marketing management

The marketing management process can be divided into two stages or parts, one is strategic marketing and the other is tactical marketing.

There are four interrelated links in strategic marketing, namely, market analysis (exploration), market segmentation (division), market selection (preference) and market positioning (positioning), which are called strategic 4Ps; ;

Tactical marketing also has four parts, that is, traditional marketing 4P, which is the so-called tactical 4P. Tactical 4P needs to solve the problem, that is, according to the requirements of strategic 4P, especially the market selection and positioning, what kind of products, at what price, where (or what kind of distribution method), and what kind of promotion methods should enterprises use to contact and communicate with the target market and the public.

According to the traditional understanding, marketing public relations is only a part of tactical marketing; This also determines its role-one of the many promotion tools of enterprises.

References:

Baidu encyclopedia-public relations marketing