Communication strategies & planning: Push & Profile (MR, unit 6)

PUSH - influence members of the marketing channel
- stimulate demand by encouraging members to take and hold stock, allocate resources (shelf space) and become advocates

Communications within networks also enables: coordination, encourages loyalty, reduces conflict. Tends to stay pretty standardised (see MC5, resolving channel conflict)

PROFILE (or corporate communications)
Projects an appropriate corporate identity in order to build and maintain a solid reputation
PR is the dominant tool

3 central elements:

1. Corporate personality - internal culture and strategic purpose
2. Corporate identity - outward projection and way organisation presents itself to stakeholders
3. Corporate image - audience's response and the images they form

Close gap between actual and desired perceptions:
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