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Transcript of public relations and corporate sector
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Public Relations and
corporate image
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INTRODUCTION
Public relations defined
The deliberate, planned and sustained effort toinstitute and maintain mutual understandingbetween an organisation and its publics.
Institute of Public Relations (IPR)
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PUBLIC DEFINED
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FUNCTIONS OF PUBLIC
RELATIONS
Specific public relations disciplines include:
Financial public relationsproviding information mainly tobusiness reporters
Consumer/lifestyle public relationsgaining publicity for aparticular product or service, rather than usingadvertising
Crisis public relationsresponding to negative accusations orinformation
Industry relationsproviding information to trade bodies Government relationsengaging government departments to
influence policymaking
http://en.wikipedia.org/wiki/Reporterhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Trade_bodieshttp://en.wikipedia.org/wiki/Trade_bodieshttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Reporter -
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How has the Role of PR Changed?
Traditional Role:
Communicating and gaining acceptance of policies and programs inthe community
New Role: More marketing-oriented (Marketing Public RelationsMPR)
Operates within a marketing department to develop programs andpolicies
Supports marketing objectives and adds value to the integratedmarketing communications program
Incorporates marketing and corporate PR functions.
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What do PR people do?
1. Determine the publics existing attitude towardthe firm
Helps planning Serves as early warning system for problems2. Design a PR plan that is proactive rather than
reactive.
3. Execute the plan. Determine relevant target audiences Decide on tools4. Determine the effectiveness of the plan
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Public Relations Tools
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House AdsPrepared by the Organization for Use in
Its Own Publication or One Over Which ItHas Some Control.
The Sponsoring Organization Pays forControlled Media soThey Maintain Total Control Over How and When the Message
is Delivered.
Corporate(Institutional)Advertising
Designed to Promote a Corporate Imageor Viewpoint.
Public ServiceAnnouncements
Ads Designed by Charitable or CivicOrganizations for Broadcast Free of
Charge.
Public Relations Tools
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In-House
Publications
Publications Such as Pamphlets,Booklets, and Annual Reports for an
Organizations Own Employees and OtherPublics.
Displays,Exhibits, &Staged Events
All Are Used in Both Sales Promotion andPR Programs and Include Open Housesand Plant Tours.
Speakers,Photographs,
& Films
Maintaining Visual Contact With theVarious Publics is a Big Part of PR.
Public Relations Tools
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News Release
Primary Medium UsedTo Deliver PR Messages
to Media EditorsAnd Reporters.
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast.
Press Conference
Convening Media RepsTo Make a Statement.
Risky, Because MediaMay Not See Companys
Announcement as BeingReal News.
May Distribute PressKits.
Public Relations Tools
The Media, Rather Than the Organization, Controls the Use
and Placement ofUncontrolled Media.
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Corporate image
A corporate image refers to how a business isperceived. It is a generally accepted image ofwhat a company stands for.
A corporation's image is not solely created bythe company. Other contributors to a company'simage could include:
news media, journalists, labor unions,environmental organisations, and other NGOs.
http://en.wikipedia.org/wiki/News_mediahttp://en.wikipedia.org/wiki/Journalisthttp://en.wikipedia.org/wiki/Labor_unionhttp://en.wikipedia.org/wiki/NGOhttp://en.wikipedia.org/wiki/NGOhttp://en.wikipedia.org/wiki/Labor_unionhttp://en.wikipedia.org/wiki/Journalisthttp://en.wikipedia.org/wiki/News_media -
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Corporate Image
Definition:
Corporate images are selectively perceived
mental pictures of an organization.The sum totalof these perceived characteristics of thecorporation is what we refer to as the corporate
image.
(Zinkhan, Ganesh, Jaju, Hayes)
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Who is interested in the corporate
image? The most important groups are
- Stockholders: who have invested in the company- Board of Directors: who manage the company
- Employees: who is in middle management and below- Suppliers: who supplies any kinds of materials and services
(banks)- Channel members: who are involved in the distribution network- Customers:who purchase the companys products and/or
services- Community:who asses the companys role as corporate citizen
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Benefits of an effective corporate
image
stimulating sales
establishing company goodwill
creating an identity for employees influencing investors and financial institutions
promoting favourable relations with the
community, government and opinion leaders achieving a competitive position
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How is Corporate Image formed?
Step 1: Influence and manage corporate image
The internal controllable sphere can be used toinfluence the stakeholders image of the organization.
The external factors, however can also be indirectlymanipulated.
Internal controllable sphere
External non-controllable sphere
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Forming a corporate image on the
internal sphere
Steps to follow: Forming a corporate image on theinternal sphere through the six major sources:
1.Corporate Identity.2. Corporate Advertising
3. Brand Image
4. Public Relations
5. Frontline Employees Behaviour
6. Websites
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Forming a corporate image
on the external sphere
Steps to follow:
There are four major sources:
.1. Industry image
2. Country-of-Origin Image
3. Press Reports and Press releases.
4. Word-of-mouth
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MARKETING MIX
Marketing involves a number of activities. To begin
with, an organisation may decide on its target group
of customers to be served. Once the target group is
decided, the product is to be placed in the market byproviding the appropriate product, price, distribution
and promotional efforts. These are to be combined
or mixed in an appropriate proportion so as to
achieve the marketing goal. Such mix of product,price, distribution and promotional efforts is known
as Marketing Mix
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