Promoting Products:
Public Relations and
Sales Promotion
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
“There are many misconceptions
about public relations. One of the
most widespread is that it’s easy”
-Peter Celliers
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Chapter Objectives
• Understand the different public relations
activities
• Understand the public relations process
• Know how the different PR tools are
used
©2006 Pearson Education, Inc. Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,andandMakens
Makens
Public Relations
• Creating a positive image and customer
preference through third-party endorsement
• PR is experiencing explosive growth
• Offers a way to distinguish your company’s
products from another
• Marketing and PR are becoming increasingly
linked
©2006 Pearson Education, Inc. Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,andandMakens
Makens
Major PR Activates
• Press Relations
• Product Publicity
• Corporate Communications
• Lobbying
• Counseling
©2006 Pearson Education, Inc. Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,andandMakens
Makens
Press Relations
• The aim of press relations is to place
newsworthy information into the news
media to attract attention to a person,
product, or service
©2006 Pearson Education, Inc. Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,andandMakens
Makens
Product Publicity
• Various efforts to publicize specific products
• Assists in new product launch
• Assists in product repositioning
• Creates interest in a product category
©2006 Pearson Education, Inc. Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,andandMakens
Makens
Corporate Communications
• Involves communications with internal and
external customers
• Promotes understanding of the organization
©2006 Pearson Education, Inc. Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,andandMakens
Makens
Lobbying
• Dealing with legislators and government
officials to promote or defeat legislation and
regulation
• Large companies employ their own lobbyists
• Small companies lobby through local trade
associations
©2006 Pearson Education, Inc. Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,andandMakens
Makens
Counseling
• Advising management about public issues
and company positions and image
• Important when involving special interests
• Example: Water scarcity and the mirage in
Las Vegas
©2006 Pearson Education, Inc. Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,andandMakens
Makens
Publicity
• Secures editorial space, as opposed to paid
space, in print and broadcast media to
promote a product or a service
• Influences specific target groups
• Defends products against public problems
• Builds the corporate image
©2006 Pearson Education, Inc. Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,andandMakens
Makens
The Public Relations Process
1. Research
2. Establishing marketing objectives
• Builds awareness
• Builds credibility
• Stimulates the sales force and channel
intermediaries
• Lowers promotional costs
©2006 Pearson Education, Inc. Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,andandMakens
Makens
The Public Relations Process
3. Defining the Target Audience
4. Choosing the PR Message and
Vehicles
5. Implementing the Marketing PR Plan
©2006 Pearson Education, Inc. Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,andandMakens
Makens
The Public Relations Process
6. Evaluating PR Results
• Exposures
• Awareness/Comprehension/Attitude
Change
• Sales-and-Profit Contribution
©2006 Pearson Education, Inc. Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,andandMakens
Makens
Major Tools in Marketing PR
• Publications • Speeches
• Events • Public Service
Activities
• News
• Identity Media
©2006 Pearson Education, Inc. Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,andandMakens
Makens
Crisis Management
• Take all precautions to prevent
negative events from occurring
• When a crisis does occur
– Appoint a spokesperson
– Contact the firm’s PR agency
– Notify the press and keep them updated
©2006 Pearson Education, Inc. Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,andandMakens
Makens