Marketing, PR, and Corporate

Communications
Chapter 2
 Marketing
Definition of Marketing:

• American Marketing Association: Marketing is the activity, set of

institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and
society at large. (Approved July 2013)
• Philip Kotler : Marketing is the social process by which individuals and
groups obtain what they need and want through creating and exchanging
products and value with others.
Marketing Mix
 Public Relations

Definition of PR

Frank Jefkins : Public relations consists of all forms of planned

communication, outward and inward, between an organization and its publics
for the purpose of achieving specific objectives concerning mutual
understanding.
 Public Relations
Fungsi khusus manajemen:
a. Membantu membangun dan memelihara komunikasi bersama, pengertian, dukungan,
dan kerjasama antara organisasi dan publik.
b. Memperkirakan, menganalisis, dan menginterprestasikan opini dan sikap publik, serta
isu-isu yang mungkin mempengaruhi operasi dan rencana organisasi, baik pengaruh
buruk maupun yang baik.
c. Memberi saran kepada manajemen di semua level di dalam organisasi sehubungan
dengan pembuatan keputusan, jalannya tindakan dan komunikasi, mempertimbangkan
ramifikasi publik dan tanggung jawab sosial atau kewarganegaraan organisasi.
d. Meriset, melaksanakan, dan mengevaluasi secara rutin program-program aksi dan
komunikasi untuk mendapatkan pemahaman publik yang dibutuhkan untuk kesuksesan
tujuan organisasi.
e. Merencanakan dan mengimplementasikan usaha untuk mempengaruhi atau mengubah
kebijakan publik.
f. Membangun dan membina program-program pengembangan karyawan sebagai upaya
memotivasi kinerja, mensosialisasikan peraturan perusahaan, membangun dan
menjaga nilai-nilai, budaya perusahaan.
PR and Marketing Overlap
 Role of Marketing and PR
Marketing • Have the highest consumption, highest consumer satisfaction,
and widest choice.
• Interested in the market — consumers and demand.
• Marketing adds value by increasing income.
Public Relations • Create a positive image of organization and prevent spreading
unfavorable rumors and information.
• Interested in relationships — reducing conflict and improving
cooperation.
• PR adds value by decreasing the expenses that are necessary
when issues are ignored.

Marketing and public relations both work best when they're

treated as distinct management functions. These two functions
can pull together as equals on a team, and this works to
integrate the business process.
 Corporate Communications

Definition of Corporate Communications:

Cornelissen : Corporate communication is a management function

that offers a framework for effective coordination of all internal and
external communication with the overall purpose of establishing and
maintaining favorable reputation with stakeholder groups upon which
the organization is dependent.
The Birth of corporate Communications
The Birth of corporate Communications
 Corporate Communications Strategy Model

Communicates through
messages and images
Decide communication channel
Structure messages carefully:
The organization… -Direct
-Indirect
To its constituencies…

What does the org. want each constituencies to do Who are the org. constituencies
What resources are available: money, HR, time What does each constituency think
What is the organization’s image credibility about the org.
What does each constituency
Know about the topic

Who then respond to…

Did each constituency respond

in the way the org. wished
 Corporate Communications as a Management
Function
• Corporate communication actively charged with overseeing and coordinating
the work done by the organization.
• Organizations need to understand, from a strategic perspective, how
corporate communications can work most effectively; and how it can be used
for corporate objectives and to increase organizational performance
• From an organizational perspective, the interest is in knowing how the
management function of corporate communications can be used to meet
corporate objectives, how the function therefore needs to be organized, and
with what resources it needs to be vamped to fulfill its potential.
• The nature of ‘strategic management’ in this sense also suggests that
corporate communications is valued for its strategic input into decision making
and the overall corporate strategy, and not just for its operational excellence in
managing communications resources and program already deployed within
the context and guidance of an existing strategy.
Corporate Communications as a Management
Function