Public Relations Review 39 (2013) 578580

Contents lists available at ScienceDirect

Public Relations Review

Research in Brief

The accelerative and integrative use of marketing public relations in Cyprus

Ioanna Papasolomou a,1 , Philip J. Kitchen b, , Anastasios Panopoulos c,2
a b c

School of Business, University of Nicosia, 46 Makedonitissas Avenue, P.O. Box 24005, 1700 Nicosia, Cyprus ESC Rennes School of Business, Rennes 35000, France University of Macedonia, Macedonia, Greece

a r t i c l e

i n f o

a b s t r a c t
This paper concerns the development of marketing public relations (MPR) and its usage, relevance and signicance in Cyprus. By case and interview research, the ndings show movement, toward and emphasis upon MPR which is perceived to be more cost effective and efcient in achieving campaign objectives. 2013 Elsevier Inc. All rights reserved.

Article history: Received 1 July 2013 Received in revised form 2 September 2013 Accepted 20 September 2013 Keywords: Marketing public relations Promotion Advertising Cyprus

1. Introduction Todays businesses seek to achieve integrated marketing communications (IMC), often by synthesising advertising and PR, founded upon market dynamics (Schultz, Patti and Kitchen, 2011). These disciplines are driven by integration and environmental circumstance in the form of marketing public relations (MPR), which distinguishes the use of PR techniques in achieving marketing objectives from generalised PR (Harris & Whalen, 2006). MPR is an all encompassing term integrating techniques from public relations, marketing, advertising and research. Harris and Whalen (2006) stated that MPR is supported by recognisance of its intrinsic marketing value by businesses and the ability of PR professionals to develop campaigns in support of marketing. However, MPR remains under-researched despite extant growth. This paper explores four objectives: Identify ideas underpinning MPR. Enhance understanding of MPR growth. Enhance understanding of MPR practice; and, develop knowledge as to how MPR is interwoven with advertising and other promotional tools in integrated campaigns. This is signicant in Cyprus where advertising has been impacted by the economic crisis and customers are mainly SMEs. Many businesses have closed while those still operating have reduced staff, implemented salary reductions, and seen decreased revenues. Major losers include print and television advertising (MatrixMedia, 2013), thus forcing media owners and agencies to a series of layoffs and salary cuts.

Corresponding author. Tel.: +33 2 99 45 6801. E-mail addresses: Papasolomou.i@unic.ac.cy (I. Papasolomou), philip.kitchen@esc-rennes.fr (P.J. Kitchen), apanopoulos@uom.edu.gr (A. Panopoulos). 1 Tel.: +357 2 53 81 180. 2 Tel.: +30 23 85 05 52 09. 0363-8111/$ see front matter 2013 Elsevier Inc. All rights reserved. http://dx.doi.org/10.1016/j.pubrev.2013.09.004

I. Papasolomou et al. / Public Relations Review 39 (2013) 578580

579

2. Materials and methods Given the research question: how do Cypriot advertising and PR agencies personnel perceive and practise MPR?, a case study approach was used. The subject of the inquiry, i.e. MPR, provides an analytical framework; location in Cyprus provides a historical context, and multiple case analysis provides some interesting outcomes. Yin (2003) claimed that use of case studies has grown with the need to understand complex social phenomena. Several cases enable cross-case analysis. Yin (2003) supports that multiple cases should be seen as multiple experiments, not as multiple respondents in a survey. However, depth interviews were also conducted to enable cross-examination of data to enhance study validity. We accessed 13 advertising and PR agencies (i.e. 40% of agencies registered with the Cyprus Advertising Agencies Association). Interview questions were categorised, data examined and analysed and coded/labelled (i.e.: integration, sales, budget, effectiveness), though only some are reported here. Data was analysed in relation to the codes and linked to develop relationships and associations that form a basis for developing theory regarding MPR. 3. Results According to media monitoring company MatrixMedia (2013), advertising revenues in Cyprus decreased year-on-year from 2010 onwards including TV, newspaper and radio advertising. Constraints in the economy have impacted marketing communication strategies by advertising and other agencies for fewer lower-spending clients. Thus agencies (mandated by clients), have restructured marketing communications in implementing MPR. 3.1. Key outcomes Interviewees agreed that the economic situation in Cyprus was unique and impacted upon marketing communications, which prior to the crash were seen as traditional and now were more open and cost effectiveness. While practitioners tend not to use the MPR term in practice, they do use MPR. Understanding and interpretation of terms depends upon organisational culture and terminologies used. We do not use the term MPR. We recognise MPR by designing specic strategies or activities. However, if the term MPR were used, it would be confusing. (Ad Agency Director) Its not important which terms are used. PR is common sense. A client wants to generate awareness, change perceptions, create knowledge and we work with these objectives. You use what is appropriate to get the job done, especially here. (PR Agency Director) Respondents unitedly identied specic themes underpinning MPR usage in Cyprus. These included: MPR directly or indirectly contributes to achievement of marketing and sales objectives; MPR enables companies to promote products/services in trustworthy ways and enables media and public interest in causes, products, services or brands; and MPR encourages favourable word-of-mouth communication and sustains brand loyalty. However, respondents were reticent in describing how campaign effectiveness was measured. Space, column inches, audience attitudes and behavioural measures were mentioned but in the context of cutbacks and severe budgetary constraint. From statements analysed, MPR adoption is based on practitioner expertise and experience. Practitioners perceive MPR differently dependent upon which function they consider most important. Some practitioners dened MPR as they would the overall PR discipline. This indicates the close interrelationship and interdependence of MPR and PR at least from their perspective. The research led to six managerial implications which also have theoretical relevance: Implication 1. Although the term MPR was not used, it is implemented and is an integral part of campaigns. It is important in achieving campaign objectives. Several factors led to the growth of MPR in Cyprus including: advanced technology and telecommunications, decreased budgets for fewer clients, media fragmentation, increased competition; and the need for greater efciency. One caveat is that interviewees noted that that MPR was increasing prior to economic crisis, but the crisis had brought MPR benets into full play (see Giannini, 2010). Interviewees stipulated that promotional usage had moved from advertising and direct marketing towards new approaches such as MPR, digital PR, and social PR. With consumers becoming more critical, knowledgeable, jaded, and opinionated. . . agencies need to be more creative in attracting attention through media as well as portraying a positive overall image of companies, not just products. This has pushed PR and marketing professionals to turn to new creative ways in attracting consumer attention (Digital PR manager communication agency). Consumers are aware of the marketing tactics of companies. Companies need to involve their customers in their culture to maintain relationships. Traditional promotional tactics do not have the capability to do that. MPR does! (Executive director, brand agency).

580

I. Papasolomou et al. / Public Relations Review 39 (2013) 578580

Implication 2. MPR is an important promotional tool. This suggests that its value and contribution to promotional campaigns success is appreciated. Further, MPRs growing popularity is related to its ability to create media and market receptivity. Implication 3. MPR is an integral part of integrated campaigns and its popularity adds message credibility and stimulates positive word-of-mouth. The following elements are generalised from interview. MPR is a new partner for advertising; advertising does not guarantee the communication success; MPR enhances two-way communication and is more credible than advertising; MPR can create brand buzz and does not require extensive promotional budgets. Implication 4. There is a growing need for MPR to work alongside advertising. MPR has the potential to create two-way communication ows and hence compensate advertisings drawback where immediate feedback is not available: Social media makes it cheap and easy to reach audiences in ways we were not able to before. We can achieve reach gain measurable results. MPR is more exible and adaptable to different situations. It is cost effective. (CEO, Ad agency). Implication 5. MPR campaign success when combined with advertising relies upon the integration of appropriate promotional tools. Implication 6. Practitioners use MPR tools to achieve marketing objectives. MPR enhances the potential organisational business marketing efforts by creating brand buzz, and adds credibility as messages are perceived as news or opinion rather than paid solicitation. 4. Discussion and conclusion Although MPRs emergence in the 1990s was promising, it did not lead to research attention and resulted in a relatively limited body of literature. This paper illustrates MPRs importance in integrated campaigns. MPRs potential lies in credibility via media endorsement and WOM which build trust and enhance relationships between businesses, markets, stakeholders and other publics. MPR can be incorporated in different creative ways for example in terms of social media and is seen to be critical to campaign success. This paper illustrates how businesses and agencies in Cyprus have implemented MPR in a turbulent economic period. The research demonstrates MPRs ability to enhance the marketing communication efforts of businesses by stimulating WOM, generating media endorsement, creating buzz about brands, and complementing other promotional mix elements. It is stressed, however, that much of MPRs current adoptive acceleration has come about a result of the dire economic circumstances in Cyprus. While a full census of all agencies is not feasible, and with some restrictions, interviewees speak of MPR in glowing terms. Businesses need to maintain communications even during troubled times, and retain or gain market share which can be held once recovery takes place. By then, however, MPR will have become more rmly entrenched as a useful and use-able adjunct to advertising, and may even lead communication campaigns in the future. Acknowledgement The authors thank Majka Sabova for her valuable contribution to this research study. References
Giannini, G. T., Jr. (2010). Marketing public relations: A marketers approach to public relations and social media. New Jersey: Pearson Education Limited. Harris, T. L., & Whalen, P. T. (2006). The marketers guide to public relations in the 21st century. Ohio: Thomson/South-Western. MatrixMedia cited in Cyprus mail 19th February, Economic crisis hits media advertising hard, (2013), p. 6. Schultz, D. E., Patti, C., & Kitchen, P. J. (Eds.). (2011). The evolution of integrated marketing communications: The customer-driven marketplace. London: Routledge. Yin, R. K. (2003). Case study research: Design and methods (3rd ed.). Thousand Oaks: Sage Publications Inc.