Comm 355 Corporate Public Relations

1. Corporate Public Relations
Chapter 15

2. 1. Changing the Opinion of the Public and
importance of PR
Greedy
Liars
Jerks
Only 45% think
corporations are
trustworthy
79% trust small
businesses
PR IS IN CHARGE
OF CHANGING
THESE OPINIONS
AND REPUTATIONS
OF CORPORATIONS!
http://www.naturemoms.com/blog/wp-content/uploads/2009/10/greedy.jpg

3. 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.
THE BOYCOTT:
A REFUSAL TO BUY THE
PRODUCTS OR SERICES
OF AN OFFENDING
COMPANY
http://blogs.sacbee.com/run_sacramento/yelling-man.jpg

4. Work with
groups wants to
find a solution
Offer
transparency!
BE OPEN!
Get Emotional
Agree 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! http://www.davis.k12.ut.us/cms/lib09/UT01001306/Centricity/Domain/5958/graphics
%20%20Folder/Student_Taking_Notes.jpg

5. 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 jargon
product publicity, cause-related marketing, viral marketing,
corporate sponsorship
3. Manage your Customer Satisfaction!

6. 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
http://blog.nj.com/njv_editorial_page/2009/07/medium_WEINER_WARS.jpg
4. Get Your Company a Buzz!

7. Corporate Sponsorship Viral Marketing
MADE
POSSIBLE
BY!
Sponsorship of activities and events like
art exhibits, races, concerts, etc.
BECAUSE
1. They ENHANCE reputation
2. They GIVE product brands high
visibility to the public
3. They PROVIDE a focal point for
marketing
4. 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
http://oomlaut.com/wp-content/uploads/2013/08/radio-announcer.jpg

8. 5. Environmental Relations and
Corporate Philanthropy
http://www.brandchannel.com/home/image.axd?picture=2012%2F11%2Fcocacolasustain.jpg
http://4.bp.blogspot.com/-
PYKmaErHZtE/TiJJ3e3n1LI/AAAAAAAAG2k/3_4edRVc0Ok/s1600/DSC_
2512.jpg

9. 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.http://www.vispack.lt/tvs321/fimages/Meniu%201.JPG
SARAH’S TOP 5 TAKE AWAYS!