Corporate Public RelationsChapter 15

Sarah’s Top 5 Presentation!!

1. Changing the Opinion of the Public and importance of PR

Greedy

Liars

Jerks

Only 45% think corporations are

trustworthy79% trust small

businesses

PR IS IN CHARGE OF CHANGING

THESE OPINIONS AND REPUTATIONS OF CORPORATIONS!

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Customer service is the front line of public relations because any incident can damage a corporations image and public trust. With the internet is a constant battle of managing its reputation online.

A dissatisfied customer will tell 9-

15 people…While a satisfied customer will only tell 4-6…

THE BOYCOTT:A REFUSAL TO BUY THE PRODUCTS OR SERICES OF AN OFFENDING COMPANY

DON’T BUY

IT!!!! DO NOT

SUPPORT

THEM!

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Work with groups wants to find a solution

Offer transparency! BE OPEN!

Get EmotionalAgree with someone making threats!Expect Immediate Results

2. Working with Consumer Groups and the Importance of the Employee

DO Don’t!

Employees are the organizations “ambassadors” because they represent the company in their community…Effective Employ Relations is the Key to success!

Company decisions should be announced

publicly before workplace gossip can fill the information vacuum

and create a toxic environment!

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Investor Relations (IR) :1. is the heart of the process of health and wealth with good

communication with current shareholders and prospective investors

2. expertise is key to satisfying both SEC rules and keeping publics informed

3. are sources of information for the financial press

&Marketing Public Relations(MPR) :1. Process of planning, executing and evaluating programs

that encourage purchase and consumer satisfaction through honest communication

2. Coordinated with a company’s message and integrated marketing communications is where companies manage all sources of information to ensure maximum penetration

3. Objective is called marcom in industry jargonproduct publicity, cause-related marketing, viral

marketing, corporate sponsorship

3. Manage your Customer Satisfaction!

Product Publicity Cause-Related Marketing

Creative advertising is cost-effective way to reach potential consumers.

Nathans hot dog eating

contests are entertaining and receive a

lot of attention from the news,

easy way to promote your

product

Product placement in movies or television shows, easy way to reach the consumer in their homes.

In highly competitive fields with little differentiation in product, to enhance reputation choose to support a charitable effort for social responsibility “brownie” points…

http://brandmediaweek.typepad.com/.a/6a00d834519bc269e20120a4e4633c970b-600wi

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4. Get Your Company a Buzz!

Corporate Sponsorship Viral Marketing

MADE POSSIBLE

BY!

IN

ASSOCIATION

WITH!

Sponsorship of activities and events like art exhibits, races, concerts, etc.

BECAUSE1. They ENHANCE reputation2. They GIVE product brands high

visibility to the public3. They PROVIDE a focal point for

marketing4. They GENERATE media coverage

Got to get that “buzz” going about your product… “word of mouth” is now traffic on the web, downloads, and “shares”

Viral Marketing firms devise ways to stimulate natural spread of recommendations through financial incentives called cohort communication

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5. Environmental Relations and Corporate Philanthropy

Environmental Relations = Companies

are now aware of the public concern for

the environment and want to maintain

good relations with the consumers so

many companies publish sustainability

reports and promise to be eco friendly

http://www.brandchannel.com/home/image.axd?picture=2012%2F11%2Fcocacolasustain.jpg

Corporate Philanthrophy = donations of products, funding being charitable to the community. Will generate good publicity but shouldn’t be the goal!

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LET’S WRAP THIS UP, SHALL WE?

1. Corporations must put special effort forward to win the publics trust! Public relations is in charge of managing the public opinion

2. Employees are the “ambassadors” of a corporation, their opinions matter! They serve as the primary source of information.

3. Customer satisfaction is important for building loyalty and trust. IR and MRP must be monitored and everyone kept in the loop and content.

4. Companies must find ways to advertise = public publicity, cause-related marketing, corporate sponsorship, and visual marketing are answer to this necessity.

5. Engaging your corporation in environmental relations and a corporate philanthropy is effective in spreading publicity about your corporation while generating a good public image.

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SARAH’S TOP 5 TAKE AWAYS!