Diagnosing the solution

Once the overall approach is determined, shape the campaign by brainstorming tactics which best support the strategy in a creative but practical way and, where possible, support tactical recommendations with facts, e.g. market research, forecasts, trends, logistical research etc.

There is an old saying that no idea is new. Indeed, many tools of the trade using public relations in the marketing mix are employed over and over again, camouflaged under different creative themes, with different media and with varying spin-off activity. The aim should be to determine which combination of tools and creative executions will deliver the most impact, i.e. meet or exceed the objectives set in the first place.

Marketing challenges come in all shapes and sizes. Traditionally, public relations has been used to hype new products, events and new developments. However, today’s marketing professional is more sophisticated and has come to realize that PR can do much more than create a flurry of editorial coverage resulting in increased awareness and share of voice. Public relations in the marketing mix is becoming an increasingly sophisticated tool which, in a measured approach, can be used to steer public opinion over time to re-position the image of an organization, build interest in or even create a pre-disposition to purchase a product, or stimulate word-of-mouth.

The role of public relations in the marketing mix continues to grow as its cost-effectiveness and ability to deliver measureable impact increases. PR still is used in traditional ways, such as providing a big bang^** for a new product launch, but public relations practitioners increasingly are accountable for delivering results.