Chapter 10: Marketing Public Relations: Cementing the Brand
Not only is marketing public relations one of the most affordable forms of branding in existence, but it is also one that gives authenticity and credibility. The MPR behind the Unilever Dove “Real Beauty” campaign generated a lot of buzz and helped improve young girls’ self-esteem. Obviously, this MPR helps reflect well on the brand, although the messages of other brands under the Unilever umbrella were not always in accord with the “real beauty” ideals. Barriers between merging PR and marketing, uses of social networking, and the impact of ethics are also discussed. The Whalen Seven Step Strategic Planning Process is a useful take-away of this chapter.
Pat Whalen Biography