Recently in a marketing conference I came across a gentleman who had raw and unmatched opinion on Public Relations and Publicity towards building Brand Equity. Other than the actual session, I explicitly enjoyed exchange of thoughts between us and now putting it across for you to appraise.
Mr. Fuddy-duddy (an instant pseudonym which he welcomed with a striking smile,) was of the inclusive opinion, face to face interaction weights a lot in contrast to mass communication and more over it’s a cost to the company where one expects high expenditure and least returns!!
No doubt there are various marketing activities which can contribute to brand equity. Coming to the argument, it’s always good to personally meet prospects, which call for further expenditure on related incurred costs; secondly it pictures an experiment for the prospect to accept the deal or business pitch with no universal branding / client testimonial – yet another form of required marketing communication activity.
Globally it would not be wrong to state Public Relations & Publicity are a set of mutually beneficial relationships between a company and target audience who decides the satisfaction and retention power based on customer’s buying behaviour.
1982 Product Recall: McNeil (J&J subsidiary) Cyanide-laced Tylenol Capsules caused seven deaths. It resulted into nationwide ordeal in USA. Tylenol crisis alarmed J&J to launch PR program to save product integrity and brand reputation.
During Tylenol crisis, PR urged avoiding product use until tampering assessed, recalling over $100 million worth of capsules. The move received media and public acclaim for its social responsibility. In the “comeback phase,” Tylenol returned with improved, secure packaging, and clear guidelines for consumers. Media coverage and support from medical institutions further boosted the initiative.
J&J’s successful PR program protected product and public interest, with strong media institution support. It enabled J&J to recover fast from possibly the greatest crisis ever to hit in the Pharmaceutical Industry.
Mr. Fuddy-duddy finally supported my views that Public Relations should be a routine part of any marketing communication programme. If you will do justice to this media in return it will pay you high!
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