What the hell is MPR?

When IMC(Integrated Marketing Communication) uses public relations to promote a brand, it’s known as MPR (Marketing Public Relations). MPR uses nonpaid media vehicles to inform the public about a product, service, or corporation.

MPR deals with the “selling” of a corporate or brand image to a specifically defined target audience, which is different from traditional corporate public relations that deals with many different publics and has been relegated to a support role, responding more to what the client wanted than what the advertising message required. In MPR all communication efforts are controlled. They have access to the press, an ability to reach the target, and credible reputations.

Reinforcement

PR comes into the IMC process with experience in creating opportunities for two-way communication between the company and the target - making it a vital player in determining and managing the relationship between them. Because of this, PR is excellent at initiating communication efforts through interactive exchanges between the public. This dissemination of information gives symmetrical information to all interested parties, bridging the gap between word-of-mouth gossip and fact.

Defensive MPR

Ideally, PR practitioners will find themselves in an offensive position when introducing or maintaining image; but if any kind of negative publicity does arise, they will need to take a defensive position. A company’s reputation directly affects the ability to create or maintain the brand equity and brand loyalty. In a crisis or negative situation, the way in which the corporation’s view or position is handled can eliminate any lingering negative effects concerning the corporation, product, or service.

Rebuilding

If the public is not given the satisfaction from the corporation or organization, word of mouth takes over and affects thier equity and loyalty. When corporate ethics result in a scandal, it can be very expensive to win back confidence and brand-loyal consumers. Continual informative messages are critical to the continued success. Initiating or beefing up an old-fashioned “open door” policy is a key first step to reenter the marketplace and to win back public acceptance.

“Cynical consumers, zapping commercials and ignoring print ads, are more receptive to the editorial message. The third party endorsement allows advertisers to sell a now product while enveloping the commercial message in a creative environment.” That is the essence of MPR.