Today’s Modern Corporation
a. Modern Corporations have customers and operations around the world.
b. A Corporation has a f...
The Role of Public Relations
a. Corporate Social Responsibility (CSR)
b. Restoring Trust in Business: Models for Action
c....
Media Relations
Reporting by the media is a major source of public information and perceptions about the business
world an...
Customer Relations
a. Sellers Expectations
b. Consumer Rights
c. Surveys indicate that a person who has
had a bad experien...
Reaching Diverse Markets
a. A more diverse group of people is expanding here in the U.S. and will soon constitute a larger...
Consumer
Activism Consumer Activists are a serious threat to
Corporate reputation because they can affect
sales and demand...
How to Work with Activists
Do:
 Work with groups who are more interested with solutions rather than
getting publicity
 O...
The success of Consumer boycotts is
mixed. Some companies are not
affected by boycotts because they have
various products ...
Employee Relations
• Employees are the front line of any executive public
relations program.
• A company's reputation can ...
Employee Issues Should be Addressed
a. Health and Medical benefits.
b. Sexual Harassment.
Layoffs andOutsourcing
a. Never announce the situation to the media first always inform the
employees first.
b. When infor...
Employee Volunteerism
• Many companies as a part of their
Corporate citizen outreach, have
developed programs that allow
e...
Marketing
Communications
a. Marketing Communications or Marketing
PR: Many companies use the tools and tactics
of public r...
Product Publicity
Companies have turned
away from costly ads
and turned to
different
alternatives…
a. Sponsoring a Poll
b....
Cause Related
Marketing: Profit-making
companies collaborate with non-
profit organizations to advance its
cause and at th...
Corporations Power Point
Corporations Power Point
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Corporations Power Point

  1. 1. Today’s Modern Corporation a. Modern Corporations have customers and operations around the world. b. A Corporation has a face in terms of its products. c. The public is distrustful of the power, influence, and credibility of giant corporations and businesses. d. Only 27% of Americans feel that most large U.S. Corporations are trustworthy.
  2. 2. The Role of Public Relations a. Corporate Social Responsibility (CSR) b. Restoring Trust in Business: Models for Action c. The role of a public relations executive d. Corporations seek a better reputation because… e. Corporations face a number of pressures and counter pressures when making decisions and forming policies. Political Technological Social Economic
  3. 3. Media Relations Reporting by the media is a major source of public information and perceptions about the business world and individual companies. a. Negative coverage can cause a Corporation’s reputation to plummet.(Ex: Wal Mart) b. As a result, Corporate executives view the media as an enemy! c. Complaints about media coverage. d. Journalist fight back! e. Media can be both damaging as well as rewarding to businesses. f. Where are all the good business journalists?
  4. 4. Customer Relations a. Sellers Expectations b. Consumer Rights c. Surveys indicate that a person who has had a bad experience share their story with an average of 17 people and share their positive experience with only 11 people. d. Internet and public opinion e. The value of customer feedback.
  5. 5. Reaching Diverse Markets a. A more diverse group of people is expanding here in the U.S. and will soon constitute a larger share of the consumer marketplace. b. When creating a product companies need to focus on a every possible consumer. c. Many public firms have set up specialty practices for multicultural marketing communications. d. Companies have setup departments to reach minority audiences.
  6. 6. Consumer Activism Consumer Activists are a serious threat to Corporate reputation because they can affect sales and demand changes in Corporate policies.
  7. 7. How to Work with Activists Do:  Work with groups who are more interested with solutions rather than getting publicity  Offer transparencies: Activist who feel you're not open aren't likely to keep dealing with you.  Turn their suggestions into options. Don’t:  Get emotional when dealing with advocacy groups.  Agree to work with anyone making threats.  Expect immediate results…..establishing takes time.
  8. 8. The success of Consumer boycotts is mixed. Some companies are not affected by boycotts because they have various products under one brand name. Other single product names are more vulnerable to boycotts.
  9. 9. Employee Relations • Employees are the front line of any executive public relations program. • A company's reputation can be enhanced or damaged by how rank-and-file employees feel about their employer. • Employees = ambassadors • A work place that respects its management, has pride in its products, and believe it is being treated fairly is a key factor in Corporate success.
  10. 10. Employee Issues Should be Addressed a. Health and Medical benefits. b. Sexual Harassment.
  11. 11. Layoffs andOutsourcing a. Never announce the situation to the media first always inform the employees first. b. When informed, employees should be told in person by their immediate supervisor. c. Employees who are being retained should be spoken to by their immediate supervisor about their status. d. Companies interested in maintaining their reputation and their employees trust must make an effort to cushion the layoff by implementing programs. OFFSHORING: Many American companies are using lower paid professionals from different nations to do everything from customer service to software engineering and accounting. The Cardinal Rules
  12. 12. Employee Volunteerism • Many companies as a part of their Corporate citizen outreach, have developed programs that allow employees to volunteer for charitable work on company time. • Doing good is good business. • Employees feel good about where they work and what they do.
  13. 13. Marketing Communications a. Marketing Communications or Marketing PR: Many companies use the tools and tactics of public relations to support the marketing and sale objectives of their businesses. b. Integrated Marketing Communications: Companies manage all sources of information about a product or service in order to ensure maximum message penetration. c. Publicity in the form of news stories builds credibility, excitement in the market place, and consumer anticipation. The newmodelof the Beetle Volkswagen wasintroducedby videoreleases, during popular TV segments, and at the keyauto trade.
  14. 14. Product Publicity Companies have turned away from costly ads and turned to different alternatives… a. Sponsoring a Poll b. Contests c. News Articles Product Placement in TV or Movies
  15. 15. Cause Related Marketing: Profit-making companies collaborate with non- profit organizations to advance its cause and at the same time increase sales. Corporate Philanthropy: Donations of funds, products, and services to various causes. The Benefits of Giving a. Strengthen reputation and brand recognition b. Increased media opportunities c. Improved government and community relations d. Enhanced Marketing e. Access to research and development f. Increased corporate profitability

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