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DSS 20007 Community Relations

Topic Eight:Advertisement and Community Relations in Business Sector

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Media

• Controlled media

• Uncontrolled media

• Gate Keeper

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Advertising

Paid non-personal communication from an identified sponsor using media to persuade or influence audience

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Sales Promotion

Those marketing activities that add value to the product for a limited period of time to stimulate consumer purchasing and dealer effectiveness

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Roles of Advertising

• Marketing

• Communication

• Economic

• Societal

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Objectives of P.R. Advertising

• Favorable image

• Correct misconceptions

• Inform government officials

• Goodwill of dealers

• Goodwill of employee

• Keep good suppliers

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• Arouse interest

• Goodwill of neighbors

• Inform and serve consumers

• Improve labor relations

• Render public services

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P. R. Advertising as a medium of

Communication

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Audience

• Primary

• Secondary

• Composition

• Fragmentation

• Flow

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Consumer Behavior

• High-involvement

• Low-involvement

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Cost per thousand (CPM)

The cost exposing each 1,000 members of the target audience to the advertising message

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7 Cs of P R Communication

• Credibility

• Context

• Content

• Clarity

• Continuity & Consistency

• Channel

• Capability of Audience

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Types of Advertising

• Brand

• Retail

• Political

• Directory

• Direct-Response

• Business-to-business

• Institutional

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Public Service Announcements

A type of P. R. advertising that deals with public welfare issues and is typically run free of charges

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Propaganda Analysis

• Ideology & Purpose

• Context

• Propagandist

• Organizational Structure

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• Target Audience

• Nature & Media Techniques

• Reaction of Audience

• Counter Propaganda

• Effects & Evaluation

Propaganda Analysis

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Special Techniques

• Resonance

• Source credibility

• Opinion leader

• Face-to-face

• Group norms

• Rewards

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• Monopoly of source

• Visual symbol

• Language usage

• Arousal of emotions

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Case - Aids Education

http://www.info.gov.hk/aids/chinese/rrc/index.htm

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Case http://www.hkatv.com/special_events/tvc_award_2004/main.html

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Rogers' Theory (Diffusion of Innovation)

• Innovation

• Communication

• Channels

• Time

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Innovation is an idea, practice, or object that is perceived as new by an individual

Relative AdvantageCompatibilityComplexityCommunicability

TrialabilityObservability

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Time/ 5-steps Process

• Knowledge

• Persuasion

• Decision

• Implementation

• Confirmation

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5 Adapters

• Innovators

• Early Adapters

• Early Majority

• Late Majority

• Laggards

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Image Measurement

Beliefs, ideas and impressions that a person has of an object

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Methods of Image Measurement

• Familiarity – Favorability

• Semantic Differential

• Direct Attitude

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Image Building

• Familiar

• Favourable

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Favourable Unfavourable

Familiar Super-star Third-class rich actor

Unfamiliar

Professional actor New Actor

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Semantic Differential of three hospitals

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Desirable Image

Gap Factors

Current Image

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Principal Media - I

• Television

• Radio

• Magazines

• Newspapers

• Direct mail

• Poster

• Pamphlets and booklets

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Principal Media - II

• Banners

• E-communication

• Home-pages, e-mails, e-banners

• Public Relations: Press Release, News Conference, VIP visits and celebrities, Familiarization Tour, Formal briefings, Media kit

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Donation to Community Chest

• HK Bank• Cheung Kong

• Fong Yun-wah• 何伯• CitiBank• 黎明• McDonald• 何鴻燊

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Reasons for Sponsorship• Image

• Identity

• Name Familiarization

• Goodwill

• Understanding

• Dealer Relations

• Media Interest

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Considerations for Sponsorship

• Commercial

• Exchange for Autonomy

• Media Coverage

• Cost

• Various Expectations

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Objectives for Consumer Relations

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Public Relations Practice for

Consumer Relations

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Media for Consumer Relations

• Oral

• Audio-visual

• Printed

• Special Event

• Others.

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What is Employee Relations?

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Employee Communication

• The most valuable and important resource within an organization is its employees.

• Employees are not one large homogenous group but are made up of subgroups with different interests, wants, issues and concerns.

• In order to reach each subgroup, publics must be targeted and content related to specific needs, utilizing appropriate communication tools.

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Employee Communication aims to:

• Be continuous, respectful, and candid to all employees

• Be developed within a planned framework and encourage participation consistent with the organization’s mission and philosophy

• Inspire an open environment that is interactive, promotes shared meaning, and encourages diverse viewpoints

• Reinforce the organization’s ethical stance

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Employees want:

• Truthful information, especially in person

• To know how they’re doing– Trust increases if management communicates

early and frequently– Shares both good and bad news– Involve employees actively, seeking opinions

and ideas

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Employee Communication Strategies

Development of a plan to enhance credibility, candor, and trust must be the primary objective and should include the following five elements:

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Strategic Communication Elements1. Survey employees attitudes regularly

2. Be consistent

3. Personalize communications

4. Be candid

5. Be innovative

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Employee Communication Tactics

• Formal Communication Paths

• Online Communications

• Intranet

• Print Publications

• Desktop Publishing

• Employee Annual Reports

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Employee Communication Tactics

• Bulletin Boards

• Suggestion Box/Town Hall Meetings

• Internal Video

• Face-to-Face Supervisory Meetings

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Timely and valuable communications that gain and maintain shareholder support

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Objectives for Investors Relations

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Investor Relations is aimed at:

• Helping the firm’s securities reach their market price. IR professionals encourage stockholders to buy and hold company shares and persuade Wall Street financial analysts and institutions to take an interest.

• Shareholders are necessary to support management’s objectives.

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The Investor Relations Professional seeks to:

• Win shareholder support through timely and valuable communications

• Serve as their link to the organization

• Provide information according to Hong Kong Exchanges and Clearing Limited regulations

• Uphold ethical and professional guidelines

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Materiality

• Materiality refers to corporate decisions that cause an investor to buy, sell, or hold company stock.

• Companies must disclose information that is considered to be material.

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Examples of Material

• Proposed mergers or acquisitions• Change in dividend policy, capital investments• Determination of earnings• Acquisition or loss of significant business contract• Major management changes• Purchase or sale of significant assets• Major discoveries or inventions• Marketing new products

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Investor Relations Activities

• Corporate Investor Relations Professionals would prepare:– Annual Reports– Quarterly reports– Annual meetings– Conference calls– Media calls and monitoring– Proxy mailings

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Investor Relations Professionals

• Deal with the stock market analyst– Analysts are responsible for determining the

value of stock based on its current value in the market and their expectations of the company’s future earnings per share.

– There are two types of analysts: sell side and buy side analysts

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Analysts Breakdown

• Sell-side analysts research stocks and attempt to predict future earnings and place recommendations on each stock to buy, sell, or hold.

• Buy-side analysts work for large institutional firms, such as mutual funds, investment advisers, family trusts, and pension funds. They find stocks and their institutions can purchase them and make a profit.

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Internet Investor Relations

Organizations today use the Internet to reach investors. They must provide information to the investors that is honest and trustworthy.

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Internet Communications:

• Homepage providing information• Web site serves as a service to new, as well as

seasoned, investors and attracts potential investors• Information can be controlled through an

integrated site rather than distributed randomly• Investments can be done online and investors can

research investments on the Internet

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Key Words

• Advertisement

• Sales promotion

• Propaganda analysis

• Diffusion of Innovation

• Immage Measurement

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• Target audience

• Consumer behavior

• Employee relations

• Social responsibility

• Autonomy

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Q & A