Marketing, advertising, and PR

I've recently spent time consulting small business owners and have been reminded that tremendous confusion exists regarding the roles and relationships between marketing, advertising, and public relations. In this blog I will clarify the relationship between the three.

Marketing, advertising, and public relations all are strategic efforts in business. Practitioners in these professionals use many of the same skills such as strategy, planning, writing, and production, so the professions are sometimes considered to be sister professions. But their purposes and roles are very different.

The purpose of marketing is to increase revenue and sales. My definition of marketing is "the management functions related to delivering the right quantity of the right products/services to the right customers at the right place and time using the proper methods of promotion." I prefer that definition because it focuses on the concept of the marketing mix defined by Neil Borden. According to Borden, the marketing mix is the blend of the four P's of marketing: product (including service), price, place (distribution), and promotion. Some have added additional P's to the blend including people, processes, and physical tangibles.

The P that is promotion is the umbrella term for all of the communications that surround the product or service. It includes packaging because that contains communications about the product or service. But promotion is best known for many of its tools including advertising, public relations publicity and special events, direct mail, trade shows, interactive media, advertising specialities, etc.

Advertising is the best known tool of promotion. I define it as the paid placement of a message. Advertising includes mass communications efforts such as television and radio commercials, newspaper ads, and billboards. A major advantage of advertising is that the marketer has complete control over how the ad or commercial will look, when it will appear, and for how long.

Perhaps the most underutilized promotional tool is publicity. Publicity and special events are two forms of promotion that fall under the auspices of public relations, a sister profession of marketing. Public relations focuses on strategic relationships. My definition of public relations is the management function that builds mutually beneficial relationships with target publics (or audiences). Examples of typical target publics include employees, investors, the community, the news media, governmental agencies, and others.

Public relations is perhaps the most underutilized promotional tool available to marketers because public relations can deliver publicity for marketers. I define publicity as earned media coverage. It can be much more effective than advertising because it, by definition, brings third party credibility (meaning that reporters and editors have signed off on the information as being newsworthy). A marketer can't buy an ad on the front page of the local newspaper or at the top of the local news television show. The downside is that a public relations practitioner must truly understand how to work effectively with the news media in order to get the type of publicity desired. Unlike advertising, publicity doesn't use a contract and there are no guarantees of news coverage. Special events oftentimes earn publicity when they are newsworthy and pertain to people. News is about people. In another post I will discuss strategies of publicity and newsworthiness.

In summary, marketing, advertising, and public relations are sister professions that can use similar skills of strategy and creativity. But they have very functions. Promotion is the umbrella term for marketing communications tools including advertising, publicity, and more.

Sloan report about online learning

The Sloan Report about online learning has been posted: http://sloanconsortium.org/sites/default/files/class_differences.pdf.

Hybrid format courses - best practice #2

In my research regarding hybrid format courses, the second best practice found in the literature was to maximize the traditional classroom learning environemnt by helping learners perpeare for classroom sessions.

Direct from my book (Gray, 2010), "The dual access to course content and navigation also supports learners who cannot attend a class session due to illness, transportation, and similar reasons, allowing them to minimize the impact of the classroom attendance disruption and focus on learning content missed during that session before the next session occurs."

"Online learning tools and components can provide ongoing and dual access to course content and navigation. Learners can download instructor presentations before classroom meetings, bringing the presentation handouts to class. Such preparation for class allows learners to then take strategic rather than copious notes to supplement the presentation information (Blake, 2000; Byrne, 1997; Galloway, 1998; McEwen, 2001; NcNeil & Robin, 2000). As a result, they can spend more time interacting in the classroom with the facilitator and the content. The same is true for student presentations if learners are presenting content during traditional classroom meetings."

ERIC, No. EJ604694.

Blake, K. R. (2000). Using the World Wide Web to teach news writing online.

Byrne, R. (1997). Written feedback on student assignments: Another look. Business Communication Quarterly, 60(2), 100-108. Retrieved December 27, 2006 from the Business Source Premier database.

Galloway, G. M. (1998). A model of Internet usage for course delivery. Retrieved June 28, 2007, from ERIC database.

Gray, D. K. M. (2010). Hybrid format courses: Best practices and model. Germany: Lambert Academic Press.

McEwen, B. C. (2001, June). Web-assisted and online learning. Business Communication Quarterly, 64(2), 98-103.

McNeil, S. G. & Robin, B. R. (2000). Using web database tools to facilitate the construction of knowledge in online courses. ERIC No. ED444528.

Hybrid format course design - best practices #1

In my research, I identified six best practices for hybrid format course design. The first is to move administrative tasks to a secure and private environment.

This includes everything from attendance to grades to personal feedback on assignments. Much of this type of information is personal and confidential. Distributing it in the classroom setting in the presence of class wastes precious group learning time and also risks breaking individual student confidentiality. Personal and confidential discussions between the facilitator and the student about their individual performance, their grades, their attendance should not be shared in a classroom venue. At the same time, it wastes the time of every other student attending the face-to-face class at that time.

Defining hybrid format courses

Hybrid format courses - also known as blended learning - is a method of instructional course design that promises to blend the best of both worlds: the best practices of effective classroom teaching with the most effective practices of the online learning environment. The growth in popularity of this style of course design as been called "the single greatest unrecognized trend in higher education today" (Young, 2002, p. 12) and is “quickly becoming the most popular format in distance education” (Reasons, 2004, p. 3). The challenge is to design the course so that it optimizes the learning process and  more fully engages the learner. 

I firmly believe that learning should be fun. Why? When a person enjoys learning then they tend to learn more and retain more. Whether or not a person has enjoying the learning process can affect how much they engage with the course content, with their peers, with their facilitator, and within themselves through reflection. How a course is design can affect how engaged learners become.

Effective hybrid format course design: A hybrid format model and study of best practices

Distance Education Report, 8(7), 3.

References

Reasons, S.G. (2004, April). Hybrid courses – hidden dangers?

Young, J. R. (2002, March 22). Hybrid teaching seeks to end the divide between traditional and online instruction.

Chronicle of Higher Education, 48(28), A33.