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Public relations and corporate image

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Public relations and corporate image

  1. 1. Public Relations and corporate image
  2. 2. INTRODUCTIONPublic relations defined The deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation and its publics.Institute of Public Relations (IPR)
  3. 3. PUBLIC DEFINED
  4. 4. FUNCTIONS OF PUBLIC RELATIONSSpecific public relations disciplines include: Financial public relations – providing information mainly to business reporters Consumer/lifestyle public relations – gaining publicity for a particular product or service, rather than using advertising Crisis public relations – responding to negative accusations or information Industry relations – providing information to trade bodies Government relations – engaging government departments to influence policymaking
  5. 5. How has the Role of PR Changed?Traditional Role: Communicating and gaining acceptance of policies and programs in the communityNew Role: More marketing-oriented (Marketing Public Relations – MPR) Operates within a marketing department to develop programs and policies Supports marketing objectives and adds value to the integrated marketing communications program Incorporates marketing and corporate PR functions.
  6. 6. What do PR people do?1. Determine the public’s existing attitude toward the firm Helps planning Serves as early warning system for problems2. Design a PR plan that is proactive rather than reactive.3. Execute the plan. E Determine relevant target audiences D Decide on tools4. Determine the effectiveness of the plan
  7. 7. Public Relations Tools
  8. 8. Public Relations Tools The Sponsoring Organization Pays for Controlled Media soThey Maintain Total Control Over How and When the Message is Delivered. Prepared by the Organization for Use in House Ads Its Own Publication or One Over Which It Has Some Control. Ads Designed by Charitable or Civic Public Service Organizations for Broadcast Free of Announcements Charge. Corporate Designed to Promote a Corporate Image (Institutional) or Viewpoint. Advertising
  9. 9. Public Relations Tools Publications Such as Pamphlets, In-House Booklets, and Annual Reports for anPublications Organization’s Own Employees and Other Publics. Speakers, Maintaining Visual Contact With thePhotographs, Various Publics is a Big Part of PR. & Films Displays, All Are Used in Both Sales Promotion and Exhibits, & PR Programs and Include Open HousesStaged Events and Plant Tours.
  10. 10. Public Relations ToolsThe Media, Rather Than the Organization, Controls the Use and Placement of Uncontrolled Media. News Release Press Conference Primary Medium Used Convening Media Reps To Deliver PR Messages To Make a Statement. to Media Editors And Reporters. Risky, Because Media May Not See Company’s Video News Releases Announcement as Being Contain Video Coverage Real News. That Can be Used During a TV Newscast. May Distribute Press Kits.
  11. 11. Corporate image A corporate image refers to how a business is perceived. It is a generally accepted image of what a company stands for.  A corporations image is not solely created by the company. Other contributors to a companys image could include: news media, journalists, labor unions, environmental organisations, and other NGOs.
  12. 12. Corporate ImageDefinition:Corporate images are selectively perceivedmental pictures of an organization.The sum total of these perceived characteristics of the corporation is what we refer to as the “corporate image”.(Zinkhan, Ganesh, Jaju, Hayes)
  13. 13. 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 company’s products and/or services- Community: who asses the company’s role as corporate citizen
  14. 14. 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
  15. 15. How is Corporate Image formed?Step 1: Influence and manage corporate image Internal controllable sphere External non-controllable sphere The internal controllable sphere can be used to influence the stakeholders’ image of the organization. The external factors, however can also be indirectly manipulated.
  16. 16. Forming a corporate image on the internal sphereSteps to follow: Forming a corporate image on the internal sphere through the six major sources:1.Corporate Identity.2. Corporate Advertising3. Brand Image4. Public Relations5. Frontline Employees Behaviour6. Websites
  17. 17. Forming a corporate image on the external sphereSteps to follow:There are four major sources:1. Industry image.2. Country-of-Origin Image3. Press Reports and Press releases.4. Word-of-mouth
  18. 18. MARKETING MIX Marketing involves a number of activities. To beginwith, an organisation may decide on its target groupof customers to be served. Once the target group isdecided, the product is to be placed in the market byproviding the appropriate product, price, distributionand promotional efforts. These are to be combinedor mixed in an appropriate proportion so as toachieve the marketing goal. Such mix of product,price, distribution and promotional efforts is knownas ‘Marketing Mix

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