© 2010 South-Western, a part of Cengage Learning
All rights reserved.
PowerPoint Presentation by Charlie Cook
The University of West Alabama
Eighth Edition
Marketing-Oriented Public Relations
and Word-of-Mouth Management
CHAPTER
18
1. Appreciate the nature and role of marketing public
relations (MPR).
2. Discern the differences between proactive and
reactive MPR.
3. Comprehend the types of commercial rumors and
how to control them.
4. Appreciate the importance of word-of-mouth (WOM)
influence.
5. Understand the role of marketing public relations in
creating favorable WOM and building brand buzz.
Chapter Objecves
After reading this chapter you should be able to:
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 18–2
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved.
18–3
Public Relations and Integrated Marcom
Public Relations and Integrated Marcom
•
General Public Relations (PR)
General Public Relations (PR)

reserved.
18–4
MPR versus Advertising
MPR versus Advertising
•
PR (or MPR) in Integrated Marcom
PR (or MPR) in Integrated Marcom

Has been the subject of much debate
Has been the subject of much debate

Has traditionally been specialized and limited
Has traditionally been specialized and limited

Has credibility that can be used to introduce new
Has credibility that can be used to introduce new
products using little advertising
products using little advertising

Works best for capturing the attention of the media
Works best for capturing the attention of the media
when introducing new and innovative products
when introducing new and innovative products
•
Drawbacks to MPR
Drawbacks to MPR

Not all products can rely on publicity
Not all products can rely on publicity



Is the conduct of public relations in response to
Is the conduct of public relations in response to
outside influences
outside influences

Provides a quick response to repair firm’s reputation,
Provides a quick response to repair firm’s reputation,
prevent market erosion, and regain lost sales
prevent market erosion, and regain lost sales
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved.
18–6
Forms of Proactive MPR
Forms of Proactive MPR
Product
Product
Releases
Releases
•
Announce new products
Announce new products
•
Provide relevant information, features and benefit
Provide relevant information, features and benefit
•
Audiovisual product releases (video news releases,
Audiovisual product releases (video news releases,
or VNRs) gained wide usage

•
Written for immediate publications or airing
Written for immediate publications or airing
•
Inexpensive to prepare
Inexpensive to prepare
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved.
18–7
Reactive MPR and Crisis Management
Reactive MPR and Crisis Management
•
Reactive MPR
Reactive MPR

Addresses factors in a
Addresses factors in a
product’s defects and failures
product’s defects and failures

Provides responses to
Provides responses to
unanticipated market events
unanticipated market events
•
Crisis Management
Crisis Management

Provides quick and positive

•
Antirumor Campaign Activities:
Antirumor Campaign Activities:
1.
1.
Deciding on the specific points in the rumor that
Deciding on the specific points in the rumor that
need to be refuted
need to be refuted
2.
2.
Emphasizing that the conspiracy or contamination
Emphasizing that the conspiracy or contamination
rumor is untrue and unfair
rumor is untrue and unfair
3.
3.
Picking appropriate media and vehicles for
Picking appropriate media and vehicles for
delivering the antirumor message
delivering the antirumor message
4.
4.
Selecting a credible spokesperson
Selecting a credible spokesperson
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved.
18–10
Word-of-Mouth Influence

and
markets mavens
markets mavens
who act as informers,
who act as informers,
persuaders, and confirmers
persuaders, and confirmers
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved.
18–11
Preventing Negative WOM
Preventing Negative WOM
•
Manufacturers
Manufacturers

Providing detailed warranty and complaint-procedure
Providing detailed warranty and complaint-procedure
information on labels or in package inserts
information on labels or in package inserts
•
Retailers
Retailers

Employees with positive attitudes
Employees with positive attitudes

Store signs and inserts in monthly billings
Store signs and inserts in monthly billings

Viral marketing
Viral marketing

Diffusion marketing
Diffusion marketing

Street marketing
Street marketing
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved.
18–13
Generating Buzz Is Akin
Generating Buzz Is Akin
to Creating an Epidemic
to Creating an Epidemic
Law of the Few
Stickiness Factor
Power of Context
Rules for Reaching
the Buzz
Tipping Point
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved.
18–14
Igniting Explosive Self-Generating Demand
Igniting Explosive Self-Generating Demand
Principles of an
Explosive Self-Generating