20 décembre 2005

Plus de relations publiques?

On a demandé à Philip Kotler, Distinguished Professor de marketing international au Kellogg School of Management si les entreprises devaient investir plus en relations publiques.

Voici sa réponse:
Question: Some media analysts call for more spending on public relations. Do you agree?
Kotler: I agree. Advertising has been overdone in the past, especially mass advertising with its "hit or miss" quality. PR has been underdone. PR consists of many tools, which I call the PENCILS of PR: publications, events, news, community involvement, identity tools, lobbying, and social investments.
When a customer sees an ad, she knows it is an ad, and an increasing number of customers are tuning ads out. PR has a better chance of getting a message through.
Furthermore the message can be fresher and more believable. PR is better equipped to create "buzz" about a new product or service.
Pour ceux qui ne le connaissent pas, il est l'auteur de Marketing Management, un des livres les plus souvent utilisés au MBA. Il est aussi reconnu comme un pionnier du marketing social (pour les organismes sans but lucratif). Voici ce que Wikipedia en dit.

Si des lecteurs souhaitent investir en relations publiques, n'hésitez pas à me le faire savoir ;-)

(Citation d'un article de MarketingProfs)
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