Public Relations and Marketing Management

Paper Summary:

This paper gives an in-depth analysis of the role of public relations for today's global companies, with particular focus on marketing and management strategies. The paper includes a literature review which helps define a best practices model for this field. Several other models of public relations are taken from current research in emerging global companies. The importance of the Internet is described as a public relations tool, with applicable sites listed.

Outline:
Introduction
Emergence of Public Relations Maturity Model
Model of Market-Driven Organization, Synchronized Across Functions
Figure 1: Public Relations as being Demand Driven
Figure 2: Public Relations Maturity Model
Literature Review
Figure 3: Sales-force.com PR Manager Dashboard Interface
Turning the Position of Trusted Advisor into a Competitive Advantage
Completing Market Segmentation Based on Trust
Values-Based Segmentation Strategies and Pricing
Organizational and Customer Value Alignment and Relationships
ROI Analysis Literature Review
Nordstrom's Case Study: How Public Relation's Stressing Value Impacts Company Culture
Areas of Future Research
Bibliography or Works Cited

From the Paper:

"The second critical success factor emerging from the research completed is the challenge of continually defining value both from a product and services perspective across multiple geographies. Respondent scores reflect a global focus of retaining credibility through stressing value-based selling over features, functions, benefits and other product-centric messaging including price. This second critical success factor centers on positioning and messaging with high credibility to support the trusted advisor role. Researchers mention that this approach to building credibility both supports the trusted advisor role and gets their companies away from selling only product features, which in many industries makes the selling process even more difficult. This second critical success criteria reflects the impact of market-driven organizations on product strategies. It is evident from the market-driven organizations in the sampling base there is a much stronger triad link between marketing, public relations, analyst relations, and investor relations. Imagining an overlapping Venn diagram of these items a best practices model emerges for messaging synchronization across a global enterprise."

Sample of Sources Used:

• Achrol, R. S. (1991) - Evolution of the marketing organization: New forms for turbulent environments. Journal of Marketing, 55, 77-93.
• Alvesson, M. (1990). - Organization: From substance to image? Organization Studies, 11, 373-394.
• Alderson, W. (1937) - A marketing view of competition. Journal of Marketing, Homewood, IL: Richard D. Irwin, Inc.
• Alderson, W. (1965) - Dynamic marketing behavior: A functionalist theory of marketing. Homewood, IL: Richard D. Irwin, Inc.
• AMR Research (2005) - The Handbook of Becoming Demand Driven. AMR Research Report. July 15, 2005. Lora Cecere, Roddy Martin, Debra Hofman.

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