Something touched upon in our meeting with Edelman (HP’s relationship with Edelman’s Spanish office) is how the public relations function fits into the promotional puzzle of larger, MBA-driven organizations. One might be surprised to find that PR is, to many in the business world (particularly B2C), the last –albeit essential- step in the marketing process. This, I’ve learned, holds some important implications on how to brand oneself to would-be clients,…so I’m wondering how these implications could be affected by European business dynamics.
The tenets of B2C marketing can most elegantly be described by the Four Ps: Product, Price, Place, and Promotion. Rather than delve deeply into each P’s relevance to an overall strategy, I’ll simply say this: after one has developed the optimal product for a market, has priced it for maximum gross profit, and has placed it in the most profitable mix of sales channels, they then seek to promote it via advertising and public relations.
This globally taught schema suggests two things right away: 1) after product release, biz school grads (those not schooled in relationship marketing) immediately see PR as asymmetrical, and 2) if one hopes to work with big business, one should brand oneself as an important, informative piece of the Four Ps or, after years of strategic experience, brand oneself above the Four Ps.
I am, however, hesitant about the best way to present oneself to European business, specifically. Given the more collective nature of many European business cultures (e.g. German), should one worry about transcending PR’s predetermined space? Moreover, given all of the cultures and varying measures of success, do European businesses tend to depend on more common-denominator, institutionalized capacity verification (e.g. professional schooling) than their American counterparts? – well, if so, having taken a course in PR and Public Affairs from a European Perspective certainly couldn’t hurt! 🙂
– Jude C.