public relations intro 2014

PUBLIC RELATIONS

Public Relations is the planned and sustained

effort to establish and maintain goodwill

and understanding between

an organisation and its publics.

Chartered Institute for Public Relations

KISS AND TELL PUBLIC RELATIONS

•“Freddie Starr eat my hamster”

•David Beckham and his assistant Rebecca Loos

•O.J. Simpson over alledged murdur ex-wife and partner

MARKETING

• The management process responsible for identifying, anticipating and satisfying consumer requirements profitably

Institute of Marketing Price Product Place Promotion

ADVERTISING

“Advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost.”

– The Institute of Practitioners in Advertising

REPUTATION:

“Regard your good name as the richest jewel you can possibly

be possessed of – for credit is like fire; when once you have

kindled it you may easily preserve it, but if you once

extinguish it, you will find it an arduous task to rekindle it

again. The way to gain a good reputation is to endeavour

to be what you desire to appear.”

Source: Socrates (469 BC – 399 BC)

SOME KEY CONSIDERATIONS

• Reputation is everything.

• People only buy from companies they like.

• They need to know you to like you.

THE REPUTATION PREMIUM

• Over half (58%) of consumers will pay a premium to the

company they believe has the best reputation (CBI

survey)

• 43% will pay a 5% premium

• 29% will pay a 6-10% premium

• 16% will pay a 10% premium

Source: CBI Survey 2008

*Source: Ipsos MORI Reputation Centre

20

30

40

50

60

%Agree Disagree

The profits of large companies help to make things better for everyone who uses their products and services

THE CYNICS GROW MORE NUMEROUS

What are the most important factors you take into account when making a judgement about a company?

Honesty/IntegrityQuality of Product/Service

Customer Service

Source: MORI Reputation Centre

0

10

20

30

40

1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004

CHANGING CRITERIA BY WHICH WE JUDGE COMPANIES

• THE PUBLICITY MODEL

• PUBLIC INFORMATION

• TWO-WAY ASYMMETRIC MODEL

• TWO-WAY SYMMETRICAL MODEL

HOW DID WE GET HERE?

WORLDWIDE REVENUES OF TOP 50 FIRMS ($M) *

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

1995 1996 1997 1998 1999 2000 2001 2002

*Source: Council of Public Relations Firms

EMPLOYMENT IN PR

• Estimated 3m people working worldwide

• (only 10% members of professional bodies)

• More people employed than in advertising

• In the UK

• 7,500 IPR members

• PR Consultancies (53%)

• In-house PR

• Combined turnover estimated at £3bn

MAIN INDUSTRY SECTORS

• Corporate

• Financial

• Consumer

• Public Affairs

• Local government

• Business-to-business

• Trade and technical

• Internal communications

• Not-for-profit organisations or charities

• 92 sub-sectors represented (IPR)

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PR TACTICS