11thEd_Wilcox_PPT_Chapter17.ppt

Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
Public Relations:
Strategies and Tactics
11th Edition, Global Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Chapter 17
Communicating Corporate Affairs

Chapter 17 Objectives
 Describe the role of public relations in
corporations
 Explain how media relations contributes to the
success of corporations
 Understand the crucial roles of the customer, the
investor, and the employee in the corporate
communication program
 Describe the main supportive functions of public
relations for corporate marketing efforts
 Explain the environmental relations process
 Define corporate philanthropy and the part
public relations plays in corporate giving

Today’s Modern Corporation
 Global perspective
 Large size brings
remoteness
 Ordinary citizens
become distrustful
 31% of Americans have
“very little” confidence in
big business
 Arguing for realism vs.
making lame excuses

The Role of Public Relations
 Extensive, negative publicity about
corporations require companies to make
a special effort to regain public credibility
 Corporate social responsibility (CSR)
 Adopt ethical principles
 Pursue transparency and disclosure
 Make trust a fundamental precept of
corporate governance

4 Key Factors in Decision Making
 Political
 Technological
 Social
 Economic

Media Relations
 Media are a major source of public information
and perceptions about the business world and
individual companies
 Executives are defensive about how journalists
cover their business
 Journalists complain about the flow of
information, lack of cooperation, and other
issues
 PR professionals must
 Interpret their companies and clients to the media
 Show their chief executive how open, friendly media
relations can serve their interests

Customer Relations
 Customer service is the front line of public
relations
 Incidents can severely damage a company’s
reputation and erode public trust in its products
and services
 Corporations are realizing that customer
relations serves as a public relations barometer
 Many public relations departments now regularly
monitor customer feedback in a variety of ways
to determine what policies and communication
strategies need to be revised

Customer Relations, cont.
 Sharing of information is valuable for getting
public relations professionals involved in
 Active listening
 Strategizing on what steps a company should take to
ensure a good reputation among customers
 Pay attention to consumer surveys
 A dissatisfied customer can often be mollified by
prompt and courteous attention to his or her
complaint

Reaching Diverse Markets
 Public relations
practitioners must
keep a watchful eye
on the mood of the
public when building
diverse markets
 Seemingly innocent,
positive
communication
programs may stir
controversy

Consumer Activism
DO
 Work with those
interested in solutions
 Offer transparency
 Turn suggestions into
action
DON’T
 Get emotional
 Agree to work with
anyone making
threats
 Expect immediate
results

Consumer Boycotts
 Defined as a refusal to
buy the products or
services of an offending
company
 Mixed effectiveness
 Boycotts don’t have to be
100% effective in order to
change corporate policies
 Small profit drops make a
big difference

Employee Relations
 The organization’s “ambassadors”
 The public relations and human resources
departments concentrate on communicating with
employees just as vigorously as it does on
delivering the corporate story to the outside
world
 Public relations professionals often are involved
in counseling
 What employee policies should be created
 How they should be implemented and communicated

Employee Relations, cont.
 Working Mother on
employee policy
 Telecommuting
 Paid maternity leave
 Health screening
 On-site flu vaccination
 Nutrition counseling
 Layoffs
 Major PR challenge
 NEVER announce to
media before
informing employees
 Hesitation hurts
morale
 Programs to cushion
the blow

Investor Relations
 Investor relations (IR) is
at the center
communicating a
company’s health and
wealth to shareholders
and prospective investors
 Combine the disciplines
of communications and
finance to accurately
portray a company’s
prospects from an
investment standpoint
 Some key audiences
 Financial analysts
 Individuals and institutional
investors
 Shareholders
 Prospective shareholders
 The financial media

Marketing Communications
 Many companies use the tools and tactics of
public relations to support the marketing and
sales objectives
 In many cases, this is coordinated with a
company’s messages in advertising, marketing,
direct mail, and promotion
 This has led to the concept of integrated
marketing communications (IMC)
 Product Publicity and Product Placement
(Chapter 14)

Cause-Related Marketing
 Collaboration with
nonprofits
 Advance worthy cause
 Increase sales
 Tips
 Look for related cause
 Consider causes
customers care about
 Choose charities that have
few or no sponsors
 Consider local
organizations
 Backfires as image
restoration
 Understand the long-term
commitment
 Create additional budget

Corporate Sponsorships
 4 benefits
 Enhance reputation
and image
 Give brand high
visibility
 Provide focal point for
campaigns
 Generate publicity and
media coverage

Viral Marketing
 Enhance or maintain
reputation
 Power of “Word of
Mouth” (WOM)
 Purposes of viral
marketing
 Stimulate impulse
purchases
 Pass-it-on techniques
 Catchy hook
 Financial incentives
 Make use of new
technologies
 Concerns
 Too easily recognized
as commercial
 Deceptive and
unethical?

Environmental Relations
 Trend toward cooperation between NGOs
and corporations
 Many companies now
Issue annual corporate responsibility reports
Work with environmental groups to clean up
the environment, preserve wilderness areas,
and restore exploited natural resources
 Environmental sustainability difficult to
measure

Corporate Philanthropy
 The donation of funds, products, and services to
various causes
 Common organizational goals
 Demonstrate community goodwill
 Enhance reputation as a good citizen
 Building relationships with key audiences
 Increasing employee and customer loyalty
 Publicity is good, bragging is not

Corporate Philanthropy, cont.
 “Strategic Philanthropy”
 Strengthened reputation
and brand recognition
 Increased media
opportunities
 Improved community and
government relations
 Employee recruitment and
retention
 Enhanced marketing
 Access to R&D
 Increased profits
 Limitations
 Can’t offset major scandals
 Can’t erase public concern
about unsafe products
 Special interests groups
may oppose the effort
 Consider which special
interest groups are most
influential

11thEd_Wilcox_PPT_Chapter17.ppt

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