The nature of MPR

•MPR is part of PR activities to support

several marketing’s purposes.
•MPR is included to marketing department.
•The term of MPR related with Mega
Marketing (4 Ps+PR+Power) concept coined
by Kottler.
 4 Ps Æ 4 Cs
y Product Æ Customers
y Place Æ Convenience
y Price Æ Cost
y PromotionsÆ Communications
y PR
y Power
PR Vs Marketing
PR Marketing

The Institute of Public Relations Kotler: knowledge and art of

(IPR) states: exploring, creating, and delivering
‘Public Relations practice is the
deliberate, planned and sustained values to satisfy target market needs
effort to establish and maintain to take profits.
mutual understanding between an
organization and it’s public’.

Image building Increasing products selling

MPR Vs CPR: 
Both are quite different!
MPR Vs CPR
MPR CPR
Giving educations about products to Government relations
consumers
Products launch Community development
Brand building Media relations
Customer service building Opinion leader relations
Helping media in testing the products Employer relations
Persuading media and society to watch the Shareholders relations
production process
y PR does its functions to support marketing programs
y Advertisings convey the brand to the customers then
PR maintains it in customer’s minds
y Ads send messages about the products as quick as
they can while PR is slowly but sure
y Marketing objectives that might be aided by PR
activities include raising awareness, informing and
educating, gaining understanding, building trust,
giving consumers a reason to buy, and motivating
consumers acceptance.
MPR : Reactive & Proactive 
Reactive
Unanticipated market developments may
make a company needs reactive MPR.
Proactive
The role of proactive MPR is introducing
new products or revised products to
particular area.
Proactive MPR uses publicity to improve
brand equity within two ways (1) trough
brand awareness (2) adding brand image
trough strong and favorable brand
association in consumers’ mind
MPR activities
y Article reprints
y Trade shows

y Spokespersons

y Special events
Advantages of using MPR:
y It is a cost effective way to reach the
market
y It is a highly targeted way to conduct
PR
y It breaks trough the clutter

y It achieves credibility

y It circumvents resistance to sales

efforts