Understanding Marketing Public Relations (MPR) in Environmental Communication

Explore the intersection of marketing strategies with public relations in environmental communication. Learn how MPR builds organization identity, shapes public opinion, and maintains a positive image through effective communication strategies. Discover the basic rules of MPR for maximum impact and credibility in engaging stakeholders. Dive into examples of MPR without traditional advertising support and the importance of ethical practices in communication efforts.

• Marketing Public Relations
• Environmental Communication
• Stakeholder Engagement
• Communication Strategies
• Ethical Practices

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1. KOMUNIKASI LINGKUNGAN PERTEMUAN: 15 PENDEKATAN MARKETING DALAM KOMUNIKASI LINGKUNGAN

2. Marketing PR Marketing PR: A Marketer s Approach to Public Relations & Social Media by Gaetan T. Giannini, Jr. The Marketer s Guide to Public Relations by Thomas Harris 2

3. Definition of MPR Marketing public relations is the process of planning, executing and evaluating programs that encourage purchase and consumer satisfaction through credible communication of information and impression that identify companies and their products with needs, wants, concerns and interests of consumers. The Marketer s Guide to Public Relations by Thomas Harris 3

4. Marketing PR (MPR) What does MPR do? 1. Builds organization/product identity 2. Increases visibility 3. Establishes as an expert 4. Educates stakeholders on issues 5. Shapes public opinion 6. Maintains image 7. Stimulates trial & repeat usage 4

5. Basic Rules of MPR Highest cost effectiveness & creditability Newsworthy public attention Share news share of voice & share of mind Proper packaging appeal Get to the right people public Be available close to your public Be engaged two-way communication Realize its global reach not a local story Ethics is key facts & figures B.C. Lo 5

6. 1. No Advertising Support Information for media Celebrity endorsement Contests selection of spokesperson Special events Wars cola, TV, beer, shopping malls, etc. Case studies: Walkman, iPod/iPhone, Awards ceremonies B.C. Lo 6