Marketing Communications, Your Brand and Public Relations

Dr. RJ Trasorras, MBA, CPP

“The analyst of public opinion must begin then by recognizing the triangular relationship between the scene of action, the human picture of that scene, and the human response to that picture working itself out upon the scene of action”, (Walter Lippman, “Public Opinion, pg. 16 1922).  The analysts provide the narrative to follow.

What narrative has your company prepared?  How is your Brand perceived in the market place?  Have you recently had an issue that needs to be corrected?  Or has your brand simply faded into the landscape and become a commodity? Lippman continues, by telling us access to the “real” environment must be limited before a pseudo environment can be created.  It is with the pseudo environment that the Branding or Re-branding of the subject and eventually public opinion begins.   Welcome to world of Social Psychology.

Have no doubt, Marketing Communications/ Public Relations are being used to furtively control public opinion whether or not to purchase your product or service, or as Lippman called it, the “manufacture of consent”.  And if you desire to control buyer behavior you must control opinion. 

These techniques of Public Relations are not new, Napoleon once said, “Four hostile newspapers are more to be feared than a thousand bayonets”. Marketing professionals of all stripes, (Strategists’, Communications, PR, etc.) understand it is emotion that moves you, not facts alone.  So are you eliciting emotion from you potential customers?  If not…what are you prepared to do? Remember, “The dogs may bark but the caravan moves on” (and so do your opportunities), unknown author.

The writer, Dr. RJ Trasorras, is the President of the Tampa Consulting Group (Marketing/ Strategy/ Innovation/ Coaching/ Security Consulting). Dr. Trasorras, who is a former US Secret Service Agent, is a Graduate of the H. Wayne Huizenga School of Business and Entrepreneurship at Nova Southeastern University, where he earned a Doctorate in Business Administration with a concentration in Marketing and is also a Certified Master Practitioner of NLP.  Dr. Trasorras has been published both domestically and internationally and is an expert on Marketing, building market Value and Strategy.  Dr. Trasorras is available for consultations and speaking engagements, he can be reached at 813-314-2157 or rj@tampacg.com. Website; http://www.tampacg.com.

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