July 18, 2013
Why Public Relations should be a central component of the Marketing Mix ?
Marketing and Public Relations. 2 distincts fields. If the goal of the first one is to promote the products, the second one is focused on the company’ s promotion and image. Marketing and Public Relations departments have, for a long time and it might still be the case, worked separately. Public Relations are still out of the Marketing Mix. But can we continue with this kind of organization? We asked this question to Michael Jais, CEO of Augure.
Finding 1 : Consumption comportments evolve and become more “inspirationnals”
If previously the technical aspects of products were differentiating, they are now often prerequisites for entering a market. Consumer’s buying decisions are no longer guided by products themselves but by the values conveyed by companies that sell these products. A striking example of these new trends is the increasing decline of the advertising ROI, whether it is on or offline. «Buying behaviors are related to the affinities we have with companies that sell their products. It has become “Affinity Marketing”». Beliefs, ideas and values conveyed by companies are their differentiating points today and it is on these aspects that they need to work to create long-terms relationships with their consumers and thus increase sales.
Finding 2 : Marketing must be inspired by Public Relations to build sustainable relationships with consumers
To establish process to sell companies products, based on the traditionnals “4P” of the Marketing Mix (Products, place, price, promotion) is not the main objective of Marketing anymore, which is now to build long-lasting relationships with consumers. Here we see the necessity of the collaboration between Marketing and Public Relations; the goal of the latter being precisely to create sustainable relationships with the public of the company. To identify key-influencers of a particular sector, those who have the capacity to inspire consumers and have an impact on their buying behaviors, is a major challenge for companies, and Marketing and Public Relations departments have to work together to achieve this goal. “The role of Augure is to assist companies throughout these changes and provide them with tools that meet their new needs. Augure Influencers project responds to this logic”.
Finding 3 : Public Relations must have sustainable measuring tools to reintegrate the Marketing Family.
According to Michael, “PR have often been set aside the Marketing Mix because of their lack of measuring tools, they are not industrialized enough“. The challenge here is to make them measurable and help them demostrate the ROI of their actions. How ? By giving them key indicators and detailled reporting, by industrializing them.
Finding 4 : we must anticipate the needs of future professionnals.
These evolutions have already been assimilated by Communication schools. The time where Marketing and Public relations clases were distincts is over. Marketing and Communication issues are now merged and clases are more and more oriented towards the “digital economy“. It is crucial to anticipate the expectations and working methods of future Communication professionnals, and be able to offer solutions that meet these needs. This is the will of Augure
Any comments ? Don’t hesitate to react ! And a big thank you to Michael for giving us his point of view on the subject.