1. PCB Marketing Mix Forum Public Relations and Marketing Communication COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 1

2. Answering the question: Why should they choose you? COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 2

3. So why overlook people & the human element when doing business? COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 3

4. This is the information technology society People know more! have more power! access more information more freely, have a “voice” want to connect on their terms COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 4

5. Quote in The Media Magazine, Nov 2013 Because of social media “Anything you say can and will be used for or against you, so those brand promises can’t just be wrapped in a pretty ad and a gorgeous package” COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 5

6. So Let’s change our tactics! Change how we communicate & connect with people. Change our marketing, advertising and PR practices Change our entire business ecosystem. Start p utting the humanity back into our interactions COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 6

7. What do you think of when you see the word Public Relations? What do you associate with the word Marketing? COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 7

8. PR - Communicating with stakeholders thru’ managing the flow of relevant information to build relationships and improve reputation BUT company PR lost its way: Underestimated its people Overestimated its own control One-way communication Manipulated information, used SPIN, misled people RESULT >>>>>> mistrust, disloyalty, bad image… PR - connecting with authentic information sharing - not giving COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 8

9. From transactional to REAL relationships Marketing focused on product sales and profit - 4Ps USP was only product-related NOW it’s don’t sell, TALK ! - 7Cs Customer satisfaction not enough – aim for loyalty Look at people’s REAL needs and adjust – not just customers Develop dialogues and partnerships (commercial & relational) Link PR and marketing activities to business vision & goals COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 9

10. Identify Stakeholders – know their needs Who do you want to communicate with? Why? How? There’s interdependence, interactivity and cross-communication COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 10

11. To survive as part of a greater ecosystem a Business must : Know why it exists – who are you? Develop a goal & values-driven vision or mission Develop an identity & brand - recognisable & memorable – emotional not rational Acknowledge the interdependence of all – be a corporate citizen Connect proactively – develop a communication plan to achieve goals Keep communicating – use all media for exposure, identification, image & reputation. COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 11

12. What mission statements say COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 12

13. COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 13

14. Thru’ Communication you ‘speak to’ people! Plan for communication and use tactics that: Engage your target publics Tell your story & add to it regularly Manage your reputation – thru’ messages, behaviour, relations, CSR. What difference are you making? Uphold promises…. Keep all the pieces of the Marketing Mix together. Speak with one voice; use integrated campaigns. “Transmedia storytelling” COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 14

15. Keep your brand alive & Live your Brand Branding goes beyond just selling for survival Align with your vision and values Focus on long-term objectives Make your voice heard to stand out from the herd Brand is more than just your product, logo, packaging etc. It’s quality of admin., service, interactions that speak to clients Build, guard and protect your brand COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 15

16. So why should they choose you? They want to know that You are values, not merely profit-driven There’s an emotional truth - a meaning - to your existence There is an element of ethics in your brand You want to share and collaborate on a social level too You want to be a part of a greater whole or society. Differentiation thru communication. COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 16

17. Do things differently and see the difference! COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 17

18. Thank you! You can contact me for a session on “Start the journey to your source” dviney@realcommunications.co.za Cel: 082 875 7194 COMMUNICATION CONSULTING (Pty) Ltd RESEARCH EDUCATE ANALYSE LIAISE & LEAD 18