Explain in complete terms the nine basic rules of MPR

Question

What will be an ideal response?

Answer 1

Regardless of the tactics a marketer employs in an MPR campaign, a firm needs to be aware of several rules that apply: 1. Use MPR. Most companies in the United States have not made a commitment to an MPR process, although there is significant evidence that MPR is a highly credible tool and is lower in cost to deploy compared to traditional marketing methods. 2. Be aware of what is newsworthy. Newsworthiness in subjective and audience-dependent. This means considering whether a large part of a particular medium's audience will be attentive and receptive to an organization's message. 3 . Share the news. MPR is a collaborative effort between media organizations and a firm's MPR managers. Both traditional and new media outlets depend on a reliable MPR process to keep their communication productions successful. 4. Package it properly. Media outlets are swamped by organizations vying for their attention. It is therefore essential that solicitations be packaged in a manner that is digestible for the media and that underscores the value of covering the firm's story. 5. Get it to the right people. Compelling, attractively packaged stories will not necessarily be effective communications if they do not find their way to the right person within a media organization. Because the key to promotional success is reaching the correct audience, this implies identifying which media and which individuals within the media are sufficiently concerned about a marketer's news to spread the word. 6. Be available. A telltale sign of a successful campaign is when journalists call for more information. This means an organization's public relations and marketing professionals need to be available to provide reporters the information they need when they need it. 7. Stay engaged. Firms must make their presence felt by maintaining a regular flow of information between themselves, customers and connectors. Marketers should also be aware of how best to reach and involve the media and people who influence their customers. 8. Realize that MPR has global reach. Whether a firm's message is delivered by traditional or new media, marketing messages now have worldwide audiences. Marketers must be ready to respond to reaction from anywhere. 9. Ethics are not optional. While marketers occasionally may be tempted to bend the truth in order to make a story seem more newsworthy, such actions can haunt an organization by alienating the media and their audiences.