among the strategic objectives of marketing public-private relations, the most important ones are to increase awareness, provide extensive and accurate information, cultivate stakeholders who are beneficial to the enterprise, and cultivate advocates who are beneficial to the enterprise, so as to finally provide a favorable atmosphere for consumers to buy goods. Generally speaking, there are several strategies and tactics for marketing the relationship between public and private:

Building a market atmosphere before the implementation of product advertisements

In today's information age, entrepreneurs all know that the press conference of new products can effectively provide opportunities for new product information, and they also know that the news of new products should be carried out before the release of new product advertisements, because from the standpoint of the media, once advertisements are contacted by consumers, the product information will not become news.

this feature is particularly prominent in the automobile industry. For example. Lee Iacocca's "Mustang" car was a great success for the first time, and not long ago, chryaler's LH car aroused widespread market interest, which fully demonstrated the remarkable role of the marketing public-private relationship strategy. The specific tactics are as follows: in order to create a market atmosphere before the advertisement starts, aiming at the types of cars such as "H-I car", "Chrysler Corcorde", "Dodge Insipide" and "Eagle Vision", The Mustang department of Chrysler Corporation and the public relations department launched a higher-level news plan-let Aikeka take a photo with the new Concorde car of Chrysler Automobile Company next to the Concorde passenger plane of British Airways, and report it in the national news media issued by new york and Los Angeles, and let Chrysler Automobile Company warmly entertain the famous people who test drive the new car. The implementation of this plan has created a good market atmosphere and favorable word-of-mouth effect, which made the new car sign a large number of purchase contracts at the press release stage.

making news by advertising < Phil Dusenbery, the president of BBDO, a famous advertising agency, once argued that if you get natural publicity opportunities through marketing public relations tactics, you will get a huge publicity budget that you don't have, that is, advertising makes non-advertising content more valuable. Moreover, every time Duesenberry proposes a new advertising candidate to his advertisers, he will give advice to public relations managers: explore and sell tactics that bring greater market effect than the actual media expenses. Duesenberry's TV advertising campaign for Pepsi Cola, an advertiser, featured celebrity models such as Jackson and Madonna, and created millions of dollars in investment promotion effect. Another example is that Apple Computer Company asked during the interruption of Super Ball in 1984. Because of the implementation of the 1984 New Year TV advertisement, it not only promoted itself, but also Super Ball became a window to introduce new candidates.

Providing customers with a new value-added service plan

Butterball, a company specializing in turkey cooking in the United States, has been paying attention to the marketing activities of public relations and providing customers with a new value-added service plan by means of the trademark "Butterball Turkey Talkline" since 12 years ago. Customers get information on how to prepare and use the food from the "Home Cooking Consultant" service department of Butterball Company by telephone. This "Talk Line". Thanks to the efforts of Edelmen Public Relations Worldwide, Butterball's public relations agency, it launched a public relations campaign in the news and broadcast media, and booked 25, cans of turkey dishes within three days. It can be seen that when there is no amazing news such as innovative new products or price drop, the marketing tactics of public relations can be realized by providing customers with new value-added service plans in the marketing plan before and after the event. Therefore, if the marketing public-private relations tactics can develop and provide customer value-added service plans that have never existed before, the implementation of marketing public-private relations can achieve a "win-win" effect of satisfying customers and increasing sales.

Building an effective channel between products and customers

Pillsbury, a well-known American food company, held its first "Bake- off" cooking lecture conference as early as 1949 in order to carry out the activities of public relations between cooking materials and products. Since then, "Pillsbury Bake-off" has become a representative event and activity about food in the United States. Every year, through extensive publicity activities such as print and broadcast media, the application for participation is announced, and letters are sent to customers who have participated in related activities in the past. Among the tens of thousands of application participants, 1 regional winners are selected to attend the cooking speech conference. Due to the follow-up reports and extensive support of many media, the products of Piers Belle used by the final winner in their cooking methods have been showing an increasing sales trend for several years after their advertisements were played.

opinions of advocates to control consumption tendency

Continental Baking Company, which is famous for producing "Wonder Bread" in the world, has carried out a special investigation plan for domestic nutrition experts in the United States in order to change the concept that white bread is harmful to health. The company has carried out a study aimed at breaking the prejudice that bread is a fattening food and reached an important conclusion that bread helps to lose weight. The company is in Cohn &; With the support of Wolfe's public relations company, we hosted more than 4 nutrition experts who attended the regular gathering of American Nutrition Experts Association in Washington, and held the "White Bread Festival" to promote the consumption of white bread to arouse consumers' interest and goodwill. This activity became the front page of national TV and news, and reached the public concept of "white bread is good". Because this concept is endorsed by nutrition experts who have an important influence on American "slimming culture", the company's sales have increased rapidly and steadily. Continental Bread Company of the United States does not expose the intention of the goal of public relations, but realizes the strategic goal of marketing public relations by inducing and controlling the opinions of consumers or influential people.

Borrowing the social influence of public welfare organizations

When McDonald's changed the plastic packaging of its food into disposable environmentally-friendly paper packaging, the company's president Ed Resi said, "Because consumers felt bad about plastic packaging, we decided to change it to environmentally-friendly paper packaging." As the president Reese is working with a public welfare organization that studies the problem of solid waste. The statement made by the representatives of the Nature Conservation Fund together made the statement more attractive, and it was published in the main pages of national newspapers and spread through various news media throughout the country and all parties. Because of the clever combination with public welfare organizations that dominate public opinion, McDonald's products have been widely supported by environmental protection organizations, and they have also established the social image of "environmental protection industry pioneer" in consumers' hearts. The success of this marketing strategy of public-private relations lies in the fact that the enterprise borrows the characteristics of high cognitive rate and strong persuasiveness of public welfare organizations, and through long-term cooperation with public welfare organizations, it gets the approval of public opinion, thus gaining the favor of stakeholders, and finally achieving the purpose of increasing sales and profits.

Examples of the effect of marketing public-private relationship

First, Gooodyear Tire & Before the initial advertisement, Rubber company had sold 15, sets of new products by releasing new product information and related publicity.

Second, Taurus and Sable cars have achieved 5% brand awareness through marketing public-private relations activities before product advertising, and 146, cars have been sold.

Third, with the help of "sixty Minutes" TV program, the American Grape Wine Association publicized that "drinking two cups of red wine can reduce the incidence of heart disease by 5%", which made the sales of red wine increase by 44% within a few days.

fourthly, Hyde Athletic Indusaies advocated the consumption concept of "rare things are precious" through the Consumer Report magazine, which enabled it to triple its sales in the travel shoe market in a short period of time.

fifthly, when the new product "Mclean Delme Sandwich" of McDonald's went on the market, it used the media to carry out two weeks of marketing public relations activities, and its sales volume reached the sales target that can be achieved around normal advertising.

Sixthly, in the early 199s, Cabbage Patch Kids, which were popular in the United States, did not promote their products through advertisements, but carried out marketing activities with the help of media news and national magazines, making their products sell well all over the country.