What is Public relations ? <ul><li>Promote the goodwill of the company as a whole </li></ul><ul><li>Management of reputation </li></ul><ul><li>Establish and maintain good relationships with stakeholders </li></ul><ul><li>Close the image gap </li></ul>
Strengths of public relations Figure 10.1 Strengths of public relations
Weaknesses of public relations Figure 10.2 Weaknesses of public relations
Trends and challenges in public relations Figure 10.3 Trends and challenges in public relations
Audiences of different types of PR Table 10.1 Audiences of different types of public relations
Public relations objectives and tasks Table 10.2 Public relations objectives and tasks
Public relations instruments and channels Table 10.3 Public relations instruments and channels
Media PR: writing a news release Table 10.4 Writing a news release Based on: Smith, J. (1995), The New Publicity Kit . New York: John Wiley & Sons; Pickton, D. and Broderick, A. (2001), Integrated Marketing Communications . Harlow: Financial Times/Prentice Hall; Duncan, T. (2002), IMC. Using Advertising and Promotion to Build Brands . Boston: McGraw-Hill.
Media PR: rules of good media relations Table 10.5 Rules of good media relations Based on: Burnett, J. and Moriarty, S. (1998), Introduction to Marketing Communication . Upper Saddle River, NJ: Prentice Hall; Duncan, T. (2002), IMC. Using Advertising and Promotion to Build Brands . Boston: McGraw-Hill.
Public relations budgeting techniques Table 10.6 Public relations budgeting techniques
Measuring public relations results <ul><li>Input indicators : number of news stories, interviews, trade meetings, brochures sent,... </li></ul><ul><li>Output indicators : media coverage and publicity </li></ul><ul><li>Achievement indicators : awareness, knowledge, attitude,... </li></ul>
Pre-crisis communication rules Table 10.7 Pre-crisis communications rules Based on: Marconi, J. (1992), Crisis Marketing. When Bad Things Happen to Good Companies . Chicago, IL: Probus Publishing Company.
Preparing for and handling a crisis Table 10.8 Preparing for and handling a crisis Based on: Haywood, R. (1998), Public Relations for Marketing Professionals . London: Macmillan Business; Seymour, M. and Moore, S. (2000), Effective Crisis Management: Worldwide Principles and Practices . London and New York: Cassell; Anthonissen, P. (2002), Murphy Was an Optimist . Tielt: Lannoo.
During a crisis <ul><li>Designate a single spokesperson </li></ul><ul><li>Tell your story first and be honest </li></ul><ul><li>Never go ‘off the record’ </li></ul><ul><li>Keep your employees informed </li></ul><ul><li>Postion your company in a larger context </li></ul><ul><li>Give details </li></ul><ul><li>Show compassion </li></ul><ul><li>Reassurance </li></ul><ul><li>What are we doing about it ? </li></ul>
Mercedes tries to redress the crisis after the Moose test incident Plate 20 The moose trap: Mercedes tries to redress a crisis (Reproduced with permission of Daimler Chrysler)
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