New Media and Social networking present new set of risks, challenges, and opportunities to Corporations in the management of the reputations. This presentation briefly covers the areas of risk, their source, and the steps required to combat them.
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소셜 미디어 시대, 기업 커뮤니케이션 차원의 소셜 미디어 커뮤니케이션 활동은 지속적으로 증가되고 있으나, 글로벌 Top 50 기업 64%의 CEO들은 소셜 미디어 대화 공간에서 특별한 활동을 진행하고 있지 않다.
조사 대상: 글로벌 TOP 50대 기업 60 여명의 CEO 대상 대외 활동 조사(미국 20명, 유럽 27명, 아태 9명, 남미 4명 대상)
조사 방식: 팩티바(Factiva), 검색 엔진, 기업 웹사이트, 학계 강연, 컨퍼런스 발표 및 소셜 미디어 채널 등
주요 리포트 내용:
-글로벌 TOP 50 기업 CEO들의 커뮤니케이션 현황(93%CEO의 의견이 기존 미디어 뉴스 보도에 소개되고 있는 것에 반해, 36% CEO만이 기업 웹사이트 및 소셜 미디어 채널을 통해 대외 커뮤니케이션 활동에 참여) 고 40%가 오프라인 대외 커뮤니케이션 활동에 참여)
-Social CEO의 의미
-Social CEO가 주로 이용하는 채널
-CEO들이 소셜 미디어 대화에 참여하지 않는 이유
-CEO들이 소셜 미디어 대화에 참여해야 하는 이유
-Social CEO가 될 수 있는 방안
The document discusses the role of public relations (PR) in crisis management. It begins by providing background on PR, how it was born out of journalists seeking information from companies. PR aims to project a favorable public image for clients and create a favorable climate for marketing products/services. A key role of PR is crisis management - persuading management that reality must match the desired image, and communicating effectively during crises to maintain good relations with stakeholders. The document examines how PR is an important aspect of integrated marketing communications and will cover topics like digital PR, brand PR, and the changing PR landscape. It aims to emphasize PR's major role in crisis situations and that PR is more than just building relationships.
Tapping into current trends in PublicRelationsBolaji Okusaga
This document discusses how small businesses can tap into current trends in public relations. It outlines how public relations has shifted from mass media messaging to more targeted "you media". The proliferation of new media platforms has empowered stakeholders to become more involved in the communication process. Rather than a one-size-fits-all approach, small businesses need to engage stakeholders through personalized messaging on various new media channels to build relationships.
The digital revolution has transformed how consumers think about and engage with pharmaceutical brands. People now share their experiences and opinions about brands online through blogs, reviews and social media. This allows for more two-way dialogue between consumers and brands. For pharmaceutical brands to leverage digital media, they must foster participation, make room for consumer input, and ensure their online and offline presence is aligned with their mission. Market research firms also need new tools and approaches to evaluate digital brand-building activities and capture both immediate consumer responses and long-term brand strategies.
The practice of public relations in the Philippines has evolved significantly over time. PR is now recognized as an important management function for both government and businesses. PR tools have expanded from traditional press releases to digital communications and social media. While tools have changed, the role of PR professionals is to strategically apply these tools to build relationships and solve problems. Today, effective PR requires skills in both communication and management strategies. PR education has also broadened to provide students with cross-disciplinary expertise needed for the profession.
This document discusses how social media improves business relationships. It begins by introducing the topic of how social media has changed business communication by allowing more interactive connections between businesses and consumers. It then reviews literature showing that social media allows businesses to create word-of-mouth promotion, engage customers on a deeper level, and replace traditional communication methods. The document proposes researching whether social media improves business relationships better than traditional methods and hypothesizes that social media relationship building is more effective.
Public relations (PR) involves managing information between individuals/organizations and the public. PR aims to enhance reputation through favorable media coverage. It communicates key messages and builds goodwill. PR departments research customer satisfaction and explain company workings to consumers and media. Social media is becoming a main PR tool, allowing quicker responses than traditional channels. PR must adapt to changing social media tools by focusing on serving audience needs.
This document discusses the use of social media in public relations. It covers topics like Solis' social media PR formula focusing on actions, reactions, and transactions. It also discusses how clients want ROI from marketing efforts and how social media allows businesses to link efforts to online sales data. Key performance indicators are used to monitor social media and sales activity. The development of social networking led companies to create websites and social media has shifted resources to direct customer communication through online content.
소셜 미디어 시대, 기업 커뮤니케이션 차원의 소셜 미디어 커뮤니케이션 활동은 지속적으로 증가되고 있으나, 글로벌 Top 50 기업 64%의 CEO들은 소셜 미디어 대화 공간에서 특별한 활동을 진행하고 있지 않다.
조사 대상: 글로벌 TOP 50대 기업 60 여명의 CEO 대상 대외 활동 조사(미국 20명, 유럽 27명, 아태 9명, 남미 4명 대상)
조사 방식: 팩티바(Factiva), 검색 엔진, 기업 웹사이트, 학계 강연, 컨퍼런스 발표 및 소셜 미디어 채널 등
주요 리포트 내용:
-글로벌 TOP 50 기업 CEO들의 커뮤니케이션 현황(93%CEO의 의견이 기존 미디어 뉴스 보도에 소개되고 있는 것에 반해, 36% CEO만이 기업 웹사이트 및 소셜 미디어 채널을 통해 대외 커뮤니케이션 활동에 참여) 고 40%가 오프라인 대외 커뮤니케이션 활동에 참여)
-Social CEO의 의미
-Social CEO가 주로 이용하는 채널
-CEO들이 소셜 미디어 대화에 참여하지 않는 이유
-CEO들이 소셜 미디어 대화에 참여해야 하는 이유
-Social CEO가 될 수 있는 방안
The document discusses the role of public relations (PR) in crisis management. It begins by providing background on PR, how it was born out of journalists seeking information from companies. PR aims to project a favorable public image for clients and create a favorable climate for marketing products/services. A key role of PR is crisis management - persuading management that reality must match the desired image, and communicating effectively during crises to maintain good relations with stakeholders. The document examines how PR is an important aspect of integrated marketing communications and will cover topics like digital PR, brand PR, and the changing PR landscape. It aims to emphasize PR's major role in crisis situations and that PR is more than just building relationships.
Tapping into current trends in PublicRelationsBolaji Okusaga
This document discusses how small businesses can tap into current trends in public relations. It outlines how public relations has shifted from mass media messaging to more targeted "you media". The proliferation of new media platforms has empowered stakeholders to become more involved in the communication process. Rather than a one-size-fits-all approach, small businesses need to engage stakeholders through personalized messaging on various new media channels to build relationships.
The digital revolution has transformed how consumers think about and engage with pharmaceutical brands. People now share their experiences and opinions about brands online through blogs, reviews and social media. This allows for more two-way dialogue between consumers and brands. For pharmaceutical brands to leverage digital media, they must foster participation, make room for consumer input, and ensure their online and offline presence is aligned with their mission. Market research firms also need new tools and approaches to evaluate digital brand-building activities and capture both immediate consumer responses and long-term brand strategies.
The practice of public relations in the Philippines has evolved significantly over time. PR is now recognized as an important management function for both government and businesses. PR tools have expanded from traditional press releases to digital communications and social media. While tools have changed, the role of PR professionals is to strategically apply these tools to build relationships and solve problems. Today, effective PR requires skills in both communication and management strategies. PR education has also broadened to provide students with cross-disciplinary expertise needed for the profession.
This document discusses how social media improves business relationships. It begins by introducing the topic of how social media has changed business communication by allowing more interactive connections between businesses and consumers. It then reviews literature showing that social media allows businesses to create word-of-mouth promotion, engage customers on a deeper level, and replace traditional communication methods. The document proposes researching whether social media improves business relationships better than traditional methods and hypothesizes that social media relationship building is more effective.
Public relations (PR) involves managing information between individuals/organizations and the public. PR aims to enhance reputation through favorable media coverage. It communicates key messages and builds goodwill. PR departments research customer satisfaction and explain company workings to consumers and media. Social media is becoming a main PR tool, allowing quicker responses than traditional channels. PR must adapt to changing social media tools by focusing on serving audience needs.
This document discusses the use of social media in public relations. It covers topics like Solis' social media PR formula focusing on actions, reactions, and transactions. It also discusses how clients want ROI from marketing efforts and how social media allows businesses to link efforts to online sales data. Key performance indicators are used to monitor social media and sales activity. The development of social networking led companies to create websites and social media has shifted resources to direct customer communication through online content.
The Evolution of Corporate CommunicationsKenny Ong
ABF Annual Corporate Communications and Public Relations Conference
The Evolution Of Corporate Communications
• The evolving role of corporate communications and PR
• Business strategy and corporate communications
• Technology and corporate communications
• Corporate communications as value creator
Public Relations is an industry that companies have been relying on for years but with the introduction of the internet to businesses and their publics, many companies have taken it upon themselves to handle their own PR. We at Digital by Design are about to tell you why getting an expert to take care of your Digital PR for you is the best way to go.
Social media is a powerful marketing tool that allows companies to reach millions of potential customers. It differs from traditional marketing in that customers can interact with marketing messages and produce their own content. Major social networks like Facebook and Twitter will continue growing in importance. Some key advantages of social media marketing are low costs, wide reach, and the ability to engage customers interactively. However, measuring effectiveness can be difficult as target audiences are not always homogeneous. Successful social media strategies focus on attracting attention, converting visitors into customers, and transforming past successes into new attraction points.
Corporate image is formed through both internal and external influences. Internally, factors like corporate personality, advertising, branding, public relations, and employee behavior shape how audiences view the company. Externally, industry reputation, country of origin, press, and word-of-mouth all impact corporate image. Managing corporate image requires understanding this formation process and communicating the desired identity through various internal and external channels.
The document discusses the growing importance of public relations (PR) in integrated marketing communications (IMC). It discusses how PR helps shape positive public perception of brands and companies to build credibility and trust. It also examines how PR practitioners can influence media coverage and public opinion through strategic PR campaigns, using the National Basketball Association as a case study. The document also covers trends in PR, including the rise of social media and emphasis on evaluating PR outcomes.
This document discusses various aspects of corporate communication including its scope, relevance, and key concepts. It provides definitions and explanations of corporate identity, image, and reputation. It discusses the importance of ethics and various media laws related to corporate communication. Specifically, it notes that corporate communication involves developing and maintaining a corporate identity or brand image. It also highlights managing reputation, creating communication models, and building brands as key aspects of corporate communication.
This chapter provides an overview of corporate communication. It defines corporate communication as the process of managing relationships and reputation through integrated internal and external communication. It discusses how corporate communication involves strategic communication planning to create value for stakeholders. The chapter also explains how globalization requires corporations to adapt their communication approaches to diverse international audiences.
Common Sense for the C-Suite: Relevance is the New ReputationW2O Group
In today’s social/digital reality, Relevance has become the new reputation. This means that an organization must connect consistently and authentically on multiple levels with its key audiences — in areas that are both meaningful to the business- its core purpose and strategic direction - as well as areas that are meaningful to its audiences. What makes this different is the speed at which relevance forms and dissipates and the agility necessary to harness it for sustained growth and success.
In an age where information is ubiquitous and people move from one subject to another in a blink of eye, if your brand, product, service or company isn’t on their radar you don’t exist.
It’s all about connection.
In this issue of Common Sense for the C-Suite, we explore how organizations can drive growth and remain relevant in a crowded, distracted landscape.
This document discusses the role of technology in corporate communication and public relations. It begins by explaining how technology brings business efficiency, ensures computational accuracy, allows companies to stay relevant to their industries, and improves security. It then covers various communication technologies like web conferencing, RSS feeds, and how information technology impacts areas like media relations, internal communication, branding and reputation. The document also discusses corporate blogging, defining it, outlining blog types, and characteristics of an effective business blog.
The document discusses corporate communication, providing examples of how language can be interpreted differently internally versus externally. It also summarizes various frameworks for understanding the structures and flows of internal and external communication. Key aspects of corporate communication discussed include management communication, marketing communication, and organizational communication.
This document discusses how marketing must become more pervasive throughout companies in order to truly engage customers in today's environment. It argues that everyone in a company is now responsible for marketing, so companies need to establish accountability. The marketing organization needs to stimulate dialogue across the company to design, build, operate, and renew cutting-edge customer engagement approaches. Examples are provided of companies that have distributed marketing tasks, formed councils to coordinate activities, and partnered more closely with customers and vendors.
Practical advice for making Social Media work for your business HINTS, TIPS A...Typeset
If you're just getting started with social media for your business - and plenty of people still are - this paper was developed to give you some of the basic information you need. Developed in 2009, the paper is still relevant today with lots of practical advice to give business owners and marketers the confidence for a successful start.
Public relations is an ongoing, planned process that fosters understanding between schools and their communities. It aims to keep people informed about schools' purposes, programs and issues through various media and activities. Effective public relations involves educators and the public working together to meet children's educational needs. The principal plays a key role by developing positive relationships with media and communities, and establishing open communication lines. When creating a public relations plan, it is important to research audiences, analyze the data, develop a targeted communication strategy, and evaluate the plan's effectiveness.
Public relations involves communicating the right messages to the right audiences at the right time through various tools and technologies. It helps organizations adapt to their various stakeholders. The key objectives of public relations include building brand awareness, managing reputation, and achieving marketing goals. PR theories provide frameworks for understanding how to build effective relationships between organizations and their publics. Situational theory examines how problems, constraints, and level of involvement influence whether audiences will seek information. Diffusion theory outlines the process of idea adoption from awareness to final acceptance. Social exchange theory uses a cost-benefit approach to predict behaviors. Systems theory views organizations as open systems that adapt to their changing environments.
This document outlines 10 top marketing trends for physical security technology businesses in 2009. It discusses focusing marketing efforts on existing customer databases, using virtual events like webinars, incorporating social media, using content marketing, marketing automation, following up on inquiries, the decline of print advertising, sales optimization, installed base marketing, and green initiatives. It advocates for a shift from traditional one-way marketing to more participatory social media engagement and emphasizes video and online communities to facilitate conversations around industry needs and solutions.
This document discusses challenges and strategies for media and communications. It outlines key challenges like the pervasive and instant nature of new technologies, and the need for transparency and strategic stakeholder engagement. It emphasizes aligning communications with organizational mission and vision, and engaging stakeholders on topics of interest to them. It also stresses the importance of a social media strategy, focusing content to be relevant and multi-purpose, and providing solutions and recommended actions.
Sales promotion is a tool used in integrated marketing communications to boost sales and attract new customers. It allows companies to temporarily lower prices to gain customers without incurring losses. Sales promotions influence trade and consumer behavior by increasing customer numbers, sales, attracting new customers, and rewarding loyal ones.
This document discusses ethics in advertising and raises questions about who and what should be targeted or exposed to advertising, the appropriate relationship between advertising content and medium, and advertisers' obligations to society. Specifically, it examines what types of people, products, services, and ideas are appropriate to advertise to, who advertising should or should not target, how advertising content relates to the medium used, and the responsibilities advertisers have.
Dr. Mark Griffiths: Social Responsibility in Gambling, Marketing and AdvertisingHorizons RG
The document discusses social responsibility in gambling marketing and advertising. It notes that the underlying objective of socially responsible codes of conduct should be to maximize opportunities while minimizing harm. Most operators are now developing socially responsible policies and procedures, and social responsibility is fundamental to the long-term success of the gaming industry. However, gambling advertising is controversial as some research suggests it can normalize gambling behavior and potentially contribute to problem gambling. More research is still needed to fully understand the relationship between advertising and gambling behavior.
The document discusses ethics and considerations around advertising to minority groups. It defines ethics and outlines different types of minority groups including religious, gender, language, ethnic, racial, and sexual orientation. For each minority group, it discusses depictions and stereotypes to avoid, and provides examples of both positive and negative advertisements that target each group. The goal is to help advertisers understand how to develop campaigns that are sensitive and respectful to different cultures and communities.
The Evolution of Corporate CommunicationsKenny Ong
ABF Annual Corporate Communications and Public Relations Conference
The Evolution Of Corporate Communications
• The evolving role of corporate communications and PR
• Business strategy and corporate communications
• Technology and corporate communications
• Corporate communications as value creator
Public Relations is an industry that companies have been relying on for years but with the introduction of the internet to businesses and their publics, many companies have taken it upon themselves to handle their own PR. We at Digital by Design are about to tell you why getting an expert to take care of your Digital PR for you is the best way to go.
Social media is a powerful marketing tool that allows companies to reach millions of potential customers. It differs from traditional marketing in that customers can interact with marketing messages and produce their own content. Major social networks like Facebook and Twitter will continue growing in importance. Some key advantages of social media marketing are low costs, wide reach, and the ability to engage customers interactively. However, measuring effectiveness can be difficult as target audiences are not always homogeneous. Successful social media strategies focus on attracting attention, converting visitors into customers, and transforming past successes into new attraction points.
Corporate image is formed through both internal and external influences. Internally, factors like corporate personality, advertising, branding, public relations, and employee behavior shape how audiences view the company. Externally, industry reputation, country of origin, press, and word-of-mouth all impact corporate image. Managing corporate image requires understanding this formation process and communicating the desired identity through various internal and external channels.
The document discusses the growing importance of public relations (PR) in integrated marketing communications (IMC). It discusses how PR helps shape positive public perception of brands and companies to build credibility and trust. It also examines how PR practitioners can influence media coverage and public opinion through strategic PR campaigns, using the National Basketball Association as a case study. The document also covers trends in PR, including the rise of social media and emphasis on evaluating PR outcomes.
This document discusses various aspects of corporate communication including its scope, relevance, and key concepts. It provides definitions and explanations of corporate identity, image, and reputation. It discusses the importance of ethics and various media laws related to corporate communication. Specifically, it notes that corporate communication involves developing and maintaining a corporate identity or brand image. It also highlights managing reputation, creating communication models, and building brands as key aspects of corporate communication.
This chapter provides an overview of corporate communication. It defines corporate communication as the process of managing relationships and reputation through integrated internal and external communication. It discusses how corporate communication involves strategic communication planning to create value for stakeholders. The chapter also explains how globalization requires corporations to adapt their communication approaches to diverse international audiences.
Common Sense for the C-Suite: Relevance is the New ReputationW2O Group
In today’s social/digital reality, Relevance has become the new reputation. This means that an organization must connect consistently and authentically on multiple levels with its key audiences — in areas that are both meaningful to the business- its core purpose and strategic direction - as well as areas that are meaningful to its audiences. What makes this different is the speed at which relevance forms and dissipates and the agility necessary to harness it for sustained growth and success.
In an age where information is ubiquitous and people move from one subject to another in a blink of eye, if your brand, product, service or company isn’t on their radar you don’t exist.
It’s all about connection.
In this issue of Common Sense for the C-Suite, we explore how organizations can drive growth and remain relevant in a crowded, distracted landscape.
This document discusses the role of technology in corporate communication and public relations. It begins by explaining how technology brings business efficiency, ensures computational accuracy, allows companies to stay relevant to their industries, and improves security. It then covers various communication technologies like web conferencing, RSS feeds, and how information technology impacts areas like media relations, internal communication, branding and reputation. The document also discusses corporate blogging, defining it, outlining blog types, and characteristics of an effective business blog.
The document discusses corporate communication, providing examples of how language can be interpreted differently internally versus externally. It also summarizes various frameworks for understanding the structures and flows of internal and external communication. Key aspects of corporate communication discussed include management communication, marketing communication, and organizational communication.
This document discusses how marketing must become more pervasive throughout companies in order to truly engage customers in today's environment. It argues that everyone in a company is now responsible for marketing, so companies need to establish accountability. The marketing organization needs to stimulate dialogue across the company to design, build, operate, and renew cutting-edge customer engagement approaches. Examples are provided of companies that have distributed marketing tasks, formed councils to coordinate activities, and partnered more closely with customers and vendors.
Practical advice for making Social Media work for your business HINTS, TIPS A...Typeset
If you're just getting started with social media for your business - and plenty of people still are - this paper was developed to give you some of the basic information you need. Developed in 2009, the paper is still relevant today with lots of practical advice to give business owners and marketers the confidence for a successful start.
Public relations is an ongoing, planned process that fosters understanding between schools and their communities. It aims to keep people informed about schools' purposes, programs and issues through various media and activities. Effective public relations involves educators and the public working together to meet children's educational needs. The principal plays a key role by developing positive relationships with media and communities, and establishing open communication lines. When creating a public relations plan, it is important to research audiences, analyze the data, develop a targeted communication strategy, and evaluate the plan's effectiveness.
Public relations involves communicating the right messages to the right audiences at the right time through various tools and technologies. It helps organizations adapt to their various stakeholders. The key objectives of public relations include building brand awareness, managing reputation, and achieving marketing goals. PR theories provide frameworks for understanding how to build effective relationships between organizations and their publics. Situational theory examines how problems, constraints, and level of involvement influence whether audiences will seek information. Diffusion theory outlines the process of idea adoption from awareness to final acceptance. Social exchange theory uses a cost-benefit approach to predict behaviors. Systems theory views organizations as open systems that adapt to their changing environments.
This document outlines 10 top marketing trends for physical security technology businesses in 2009. It discusses focusing marketing efforts on existing customer databases, using virtual events like webinars, incorporating social media, using content marketing, marketing automation, following up on inquiries, the decline of print advertising, sales optimization, installed base marketing, and green initiatives. It advocates for a shift from traditional one-way marketing to more participatory social media engagement and emphasizes video and online communities to facilitate conversations around industry needs and solutions.
This document discusses challenges and strategies for media and communications. It outlines key challenges like the pervasive and instant nature of new technologies, and the need for transparency and strategic stakeholder engagement. It emphasizes aligning communications with organizational mission and vision, and engaging stakeholders on topics of interest to them. It also stresses the importance of a social media strategy, focusing content to be relevant and multi-purpose, and providing solutions and recommended actions.
Sales promotion is a tool used in integrated marketing communications to boost sales and attract new customers. It allows companies to temporarily lower prices to gain customers without incurring losses. Sales promotions influence trade and consumer behavior by increasing customer numbers, sales, attracting new customers, and rewarding loyal ones.
This document discusses ethics in advertising and raises questions about who and what should be targeted or exposed to advertising, the appropriate relationship between advertising content and medium, and advertisers' obligations to society. Specifically, it examines what types of people, products, services, and ideas are appropriate to advertise to, who advertising should or should not target, how advertising content relates to the medium used, and the responsibilities advertisers have.
Dr. Mark Griffiths: Social Responsibility in Gambling, Marketing and AdvertisingHorizons RG
The document discusses social responsibility in gambling marketing and advertising. It notes that the underlying objective of socially responsible codes of conduct should be to maximize opportunities while minimizing harm. Most operators are now developing socially responsible policies and procedures, and social responsibility is fundamental to the long-term success of the gaming industry. However, gambling advertising is controversial as some research suggests it can normalize gambling behavior and potentially contribute to problem gambling. More research is still needed to fully understand the relationship between advertising and gambling behavior.
The document discusses ethics and considerations around advertising to minority groups. It defines ethics and outlines different types of minority groups including religious, gender, language, ethnic, racial, and sexual orientation. For each minority group, it discusses depictions and stereotypes to avoid, and provides examples of both positive and negative advertisements that target each group. The goal is to help advertisers understand how to develop campaigns that are sensitive and respectful to different cultures and communities.
The document discusses various types and techniques of advertising. It notes that advertising communicates information about goods and services to consumers in an attractive and appealing way. However, it also discusses some of the problems with contemporary advertising, including deceptive pricing, social prejudices like favoring fair skin, using surrogate ads to circumvent alcohol advertising laws, exploiting children, stereotyping and objectifying women, and threatening consumer privacy. The document advocates for honest advertising representations that are not offensive or misleading to the public.
Business Ethics Theories Teachback Presentationdunham16
The document discusses two major ethical theories - Utilitarianism and Stakeholder Theory. Utilitarianism is a teleological ethical theory that determines if an action is right based on its consequences and whether it results in the greatest happiness for the greatest number of people. Stakeholder Theory focuses on creating value for all groups affected by a company's actions to achieve sustainability and maximize value for shareholders over time.
Relating To The Public Pr In Age Of Social MediaKen Kaplan
The document discusses how social media has changed the role of public relations. It summarizes interviews with communications professionals on how their organizations are adapting. Key points include:
- Social media is reshaping corporate communications and the PR industry by introducing new information sources and less control over brands.
- PR practitioners must embrace social media, build trust through transparency, and develop new skills like digital measurement and visual storytelling.
- Lines are blurring between marketing disciplines as they take on each other's roles, and PR must clearly define its value and expertise to clients.
- Future agency models may tie compensation more closely to measurable outcomes through hybrid project/hourly and outcomes-based approaches.
This document discusses the use of social media in public relations. It covers topics such as Brian Solis' social media PR formula, the shift from traditional media to online content/social media, key performance indicators for social media, different types of social media content, and how social media has blurred the lines between PR, advertising and marketing. It also discusses corporate social responsibility on social media and the importance of social media for non-profits.
This document discusses key aspects of using social media in public relations, including Brian Solis' social media PR formula focusing on actions, reactions, and transactions. It covers the shift to using social media to directly engage with customers and influence key decision makers. Metrics like Klout are used to track engagement across platforms and link social media efforts to business goals and sales. Content archetypes include curated, co-created, original, consumer generated, and sponsored content. Credibility and social capital are important in social media influence.
1. The document discusses various frameworks for how advertising works, including the sales, persuasion, involvement, and salience frameworks. It explains concepts like using emotion, shock advertising, and developing brand awareness.
2. Strategic uses of advertising discussed include differentiating brands, reinforcing messages, and engaging customers. The FCB matrix combines involvement with rational/emotional thinking for ad strategies.
3. Case studies are provided on how companies like M&S, Sony Ericsson, Yellow Pages, and NesCafe have effectively used advertising frameworks and strategies.
Week Six Lecture Welcome to the world of public relations!.docxalanfhall8953
Week Six Lecture
Welcome to the world of public relations! Just what is public relations? Is it advertising? Is it marketing? Is it community activities or crisis management? What do public relations professionals do? Has anyone known a PR professional? Exposure to this individual will reveal a flurry of unending energy and enthusiasm. One of the most important skills of this individual is the ability to develop relationships and contacts with every kind of person. A PR professional can call a CEO and have his or her phone call returned! In addition, a PR professional must possess superior writing skills as well as verbal communication skills. Could this be why Ashford faculty members hold high, rigorous standards for writing?
According to the Public Relations Society of America, public relations professionals communicate with the external publics of an organization. Is this the same as marketing or sales? No! According to Cameron, Wilcox, Reber, and Shin (2008), sales is a function of marketing. Sales is focused on an organization’s customers and selling the products of the organization. The objective of sales is to increase market share and profitability. Ogden & Ogden discuss three differences between public relations and advertising: since the organization does not pay for PR, it cannot control the message; PR may not always be positive; and the third difference is the public tends to believe the information from PR is from a trusted and reliable resource (Ogden & Ogden, 2014).
Public relations is focused on building relationships and implementing communications strategies that will build goodwill for the organization. Public relations is what we see when organizations are working on Habitat for Humanity or the Salvation Army bell ringer or the Toys for Tots campaigns. Public relations' only focus is to build a positive relationship and create goodwill with its publics. PR never thinks of sales or market share or profitability.
One important function of the public relations professional is to be the liaison between its publics and the organization in times of an emergency, conflict or crisis. Did you know there are four stages of the conflict cycle? Many organizations in our current economic downturn are experiencing layoffs, job cuts, and wage reductions. It is the PR professional's job to "spin" what is typically viewed as a negative into something positive.
Crisis management is another area of responsibility for a PR professional. A crisis is something that interferes with the normal business operation. Spilling oil into the Gulf of Mexico was clearly a crisis. Do you remember who the organization used as their initial spokesperson? British Petroleum (BP) had their CEO, Tony Hayward, in front of the cameras to reassure the public all measures were being implemented to restore the surrounding environment from the damage of the oil spill. Mr. Hayward also told the public their vessel's leak had been contained when that was not .
10Responsible MarketingThree arrows in a circle representingBenitoSumpter862
This document discusses responsible and ethical marketing practices. It begins by outlining criticisms of marketing, such as unrealistic product portrayals and unhealthy cultural ideals promoted through advertising. However, it also notes the value that marketing brings by subsidizing information and entertainment, promoting positive social change, and allowing businesses to thrive. The document then discusses the importance of corporate social responsibility and ethical practices like avoiding manipulation of vulnerable groups. It explores issues around data privacy and emerging technologies. Overall, the document advocates for a philosophy of ethical marketing that benefits consumers, businesses and society as a whole.
10Responsible MarketingThree arrows in a circle representingSantosConleyha
10
Responsible Marketing
Three arrows in a circle representing sustainable development.
Petmal/Thinkstock
Learning Outcomes
After reading this chapter, you should be able to
Discuss corporate social responsibility as a response to major criticisms of marketing.
Describe practitioners’ duty to the marketing discipline.
Discuss the impact of a green marketing strategy on the marketing mix.
Summarize the ethical obligations of individuals inherent in the employer–employee relationship.
List three marketing principles that apply to managing your personal brand for on-the-job success.
Describe three professional career paths in marketing.
Introduction
The moment you begin working in marketing, you assume responsibility for practicing high ethical standards with regard to your responsibility to the public, the marketing profession, the company that employs you, and the industry in which it functions. In addition, you must take responsibility for yourself—your individual performance on the job, your contribution to workplace teams, and your preparation for advancement. In this chapter you’ll learn to apply what you’ve learned about marketing to managing your personal brand while on the job.
This chapter approaches responsible marketing beginning with a wide-angle view of the effect of marketing practices on the public and the planet. Then the lens narrows with each section in turn to focus on concerns of the profession, organizational employers, and individual contributors.
The marketing field offers careers in many roles, suitable to a wide variety of personalities from analytical to creative. Where will you find your niche? This chapter ends with an exploration of the newest skills needed and the emerging locales where marketing practitioners will thrive. With an understanding of your role in responsible industry practices, this chapter concludes our study of the basic principles of marketing.
10.1 Responsibility to the Public
Over the past 50 years, the Super Bowl has become a shared American cultural experience, but not just because of love for football. Millions of people tune in to watch the advertisements. Since the rise of social media, Super Bowl advertising has become the centerpiece of integrated marketing campaigns that extend over many months (Sanburn, 2016). On social media, we’re drawn to the many ads that require our clicks to reveal a reward of some kind, whether it’s the punch line to a joke or our score on a game or quiz. We’ve grown accustomed to the blurring of the lines between entertainment and promotions, and not just on television.
As marketing communications move into new message channels, new forms of promotions have proliferated that bear little resemblance to paid advertising. The many forms of “advertainment” in today’s social media (branded videos, quizzes, and so on) place the burden on the public to decide whether products are being pitched—and in which instances that is appropriate ...
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)WSI (Cyprus)
You keep hearing about social media and how it's spreading like wildfire. But as a business
person with a crazy schedule - saddled with the added stress of rocky economic times and a
shrinking marketing budget - you need to know: Is there any real business value to social media,
or is it mostly buzz? And if there's value, how on earth will I have time to learn it and use it
effectively?
This document discusses social media in public relations. It covers topics like types of social media content, credibility in social media communication, social media tactics, blogging, corporate social responsibility, non-profits, social media successes and failures. Some key points include:
1. There are different types of social media content like curated, co-created, original, consumer generated, and sponsored.
2. Credibility in social media requires trust, shared values, knowledge, reciprocity and coordination between individuals and organizations.
3. Social media tactics for PR include using keywords, strategic relevant news, real-time responses, and native social media marketing.
4. Blogging gives personal and company brands
This document discusses social media in public relations. It covers topics like curated, co-created, and original content. It also discusses credibility in social media communication and the importance of trust, shared values, and other factors. Tactics for social media PR include using keywords, relevant news, and native content. The document also discusses public relations blogging, case studies, corporate social responsibility, non-profits, successes and failures of social media use, and lessons learned. It poses discussion questions about how PR is changing with social media, integrating different media forms, and important CSR issues related to social media.
Public relations involves maintaining favorable relationships between an organization and the public through strategic communications, media relations, and crisis communications. Publicity is a form of promotion that creates brand awareness through non-paid media coverage. Some key differences are that publicity is not under the control of the organization and intends to create public awareness, while public relations is a paid communication tool controlled by the organization to gain public attention. Public relations and publicity can both be important for building an organization's credibility and promoting its brand in a cost-effective manner.
This document discusses social media in public relations. It covers topics like content strategies, credibility, tactics, blogging, case studies, successes, failures, and lessons learned. Some key points:
1. Public relations seeks to influence influencers who can hire companies for social media services. Content strategies include curated, co-created, and original content.
2. Credibility on social media requires trust, shared values, knowledge, and relationships. Tactics include SEO, relevant real-time responses, and native social media marketing.
3. Case studies show how brands like Old Spice used social media as a PR tool through video responses. Corporate social responsibility is important for customer voice and employee happiness.
Influencer Marketing: Social Listening in PracticeBrandwatch
Research from Sony has shown that people are more than five times as likely to buy based on a recommendation from a social peer than they are when having simply been exposed to traditional forms of marketing.
The great news is that brands can leverage this: Sony was able to focus on the 15% of their huge customer base that wielded significant social influence, and increase sales by 300% by honing their marketing to them.
Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
The Impact of Business Propaganda_ Understanding its Role and Effects on Cons...Stephen Taylor Propaganda
In the world of business, propaganda plays a significant role in shaping public opinion and influencing consumer behaviour. Business propaganda, also known as corporate propaganda, refers to the strategic dissemination of information or ideas by businesses to promote their products, services, or overall brand image.
The concept of business propaganda has a long history that dates back to ancient times. However, it gained prominence during the early 20th century with the rise of mass media and advertising. Since then, businesses have utilised various tactics and techniques to craft persuasive messages that appeal to consumers and advance their interests.
This document provides an overview of the changing landscape of advertising and promotion. It discusses how the field is undergoing dramatic changes driven by advances in technology and the growth of digital media. Marketers are looking beyond traditional media and demanding better accountability from agencies. Advertising strategies now involve many media outlets and forms of "branded content" that blend advertising and entertainment. The large Madison Avenue agencies must change to survive, and marketers are allocating more funds to other promotional elements like sales promotion. The introduction prefaces an advertising and promotion textbook that covers these changes and prepares students for the new IMC-focused environment.
The document discusses using mass media campaigns for health communication. It outlines several theoretical models for how campaigns can influence behavior change, from the traditional "educator's model" of providing information leading to attitude and then behavior change, to the "advertiser's model" of using an "irrelevant motivator" to grab attention and create an initial behavior. It presents Sandman's environmental communications model, which combines these approaches by using a motivator to trigger an initial small behavior and induce cognitive dissonance, then providing information to resolve the dissonance and support continued behavior change. The document also covers defining target audiences, developing campaign messages based on formative research, implementing the campaign, and evaluating its impact on exposure, attitudes,
The document discusses the changing communications landscape and what agencies must do to succeed. Specifically:
- The marketing world has become more dynamic with new technologies and empowered consumers. Agencies must constantly adapt to remain relevant.
- Only the best agencies will survive as brands gain new capabilities. To thrive, agencies need tools to monitor real-time conversations, control broad communication channels, and efficiently produce quality content.
- Key factors for agency success include having measurement tools, owning publication relationships, and developing a newsroom or freelancer model to produce large volumes of responsive content.
Social media leads to fundamental change in companies, it is far more than marketing or simply new marketing tools. This presentation outlines the impact of social media on business and how business should deal with it.
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix Fernando Barrenechea
This document discusses the power of electronic word-of-mouth (e-WOM) on social media and how it has changed marketing. Social media have captured consumers' attention and traditional advertising messages may not be as effective. While advertising has high reach, e-WOM has more credibility since it comes from people consumers know. Both advertising and e-WOM are important for brands but must be used together and reinforce each other. Companies need to listen to social media, set goals for their presence, choose appropriate platforms to engage consumers, and measure the results of their social media marketing.
The document discusses how companies can use social media to strengthen their brands through employee and customer engagement. It provides an overview of how the traditional brand model is shifting to focus on deeper relationships and brand communities. Specific strategies and best practices are presented for developing a brand-based social media presence, including establishing goals, listening to conversations, empowering employees through guidelines, and encouraging discussions that build the brand.
Similar to New Media and Corporate Reputation Management (20)
2. ETHICS Business, like society, consists of those who break, and those who keep, the law. Lawbreakers are dealt with by the existing legal institutions with varying degrees of success. Individuals and Companies who operate without ethics, are dealt with by society, and lose their reputations.
3. ETHICS Beyond the law lies the realm of ethics. Ethics has to do with doing “The right thing”. The Corporate ethic determines the quality and tone of the behaviour that the corporation is delivering. This in turn determines the quality of the interaction that those outside the business, like customers, suppliers, and competition, and for that matter also those inside, like employees, can expect to receive. The corporate ethic determines the corporate reputation.
4. WHAT WAS.. We can determine three broad chronological platforms of reputation creation: 1) Word of Mouth 2) Traditional Media 3) New Media
5. WHAT WAS.. 1) Word of Mouth – Historically the ethics of a business were experienced and shared, via word of mouth, by its clients, suppliers, competitors and the staff of a company. These experiences were shared amongst peers and local society, and through this process a company's reputation was determined. In general, the degree of accuracy of the reputation was high, and was based primarily on first & second-hand information which could be verified with relative ease.
6. WHAT WAS & IS.. 2) Traditional Media : With the development and expansion of traditional media came advertising & focused marketing. Word of mouth was super-ceded by the reach and effect of marketing. This was, and still is, an important creator and developer of reputation. It is however its own counterpoint, in that negative media (valid or not) has the power to destroy the reputation of a company. It became possible, and in most instances is still true, that the public have a positive or negative opinion of a company without having any first or second hand contact with them. In addition, verification of the validity of this reputation is much more difficult.
7. WHAT IS HAPPENING NOW.. 3) New Media - The “New Wave” which is seeing growth as traditional media is seeing decline. Initially, with the advent of New Media we have seen the same strategies of traditional media being imposed onto the new mediums of websites, email, and social networking tools. Through natural maturation we've seen the development of a new set of characteristics that are collectively referred to as the New Media Culture. Overall this is a positive development and in some ways enables an overdue re-alignment. These characteristics include:
8. New Media Culture Characteristics.. Immediacy – Both the information producer and viewer can quickly and easily upload & access the information, whenever they want.- and that is what they have come to expect Entrance Barriers – Everyone can publish, read, and comment, at minimal cost. - and the growth is phenomenal (blogging, YouTube, Twitter) Multi-way communication – As opposed to a one-way direction of communication, this is multi-way, You speak directly to your audience and they speak directly to you, and then they speak to each other. Choice – Firstly in what the viewer reads, and secondly in the wide variety of opinions, not just the original authors. - so the content we read is the content we choose to read, it must be relevant & engaging. Context – Data relating to the history and development of any issue is now readily available, enabling a clearer context and access to those authors. - Viewers are better informed, and less likely to have a purely one sided or manipulated perception
9. The New Corporate Challenge By effectively using traditional media, corporations create their desired reputation by using effective advertising, marketing, and branding campaigns, irrespective of whether their statements are true or false. With the advent of New Media this paradigm is set to be challenged and changed.
10. The New Corporate Challenge New media allows for the companies ethics to be challenged in public, the records of these challenges, and the subsequent response, if any, remains available. Thereby creating a body of information which has a cumulative effect on the corporation in question
11. The New Corporate Challenge Negative Publicity In the era of traditional media, unethical behaviour by a corporation could be dealt with privately, and the negative word of mouth aspect was over-powered by the use of traditional media in creating a positive image. With New Media, these occurrences become public knowledge, which directly affects reputations in the short term, and, as mentioned, has a cumulative effect, This type of public engagement will increase, because it is effective. Your potential client just needs to “Google” your company, to get the data.
12. The New Corporate Challenge Media Control In traditional media, corporations largely held control of negative publicity. Firstly due to the leverage afforded to them by their advertising budgets. A newspaper will not print a negative story about a large advertising client, for obvious reasons, and secondly due to the difficulty an individual or small company has in gaining access to traditional media channels. With New Media, this hold is diluted, to the point where it almost becomes obsolete, in fact, traditional media are now also sourcing their information from the New Media platforms.
13. The New Corporate Challenge Attitudes In traditional media, large corporations often created a view of being public benefactors, who had a well developed sense of social justice. Within the New Media culture, corporations are generally viewed more realistically, if not cynically (perhaps as a backlash). A common, and growing, view is that under the flag of required profitability, corporations will do anything, and that their PR and corporate communications hold very little water. A corporations quest for a positive public perception is going to become increasingly difficult.
14. The New Corporate Challenge Communication The practise of speaking at, as opposed to engaging with clients, suppliers, and the market, is the norm for corporations and PR agencies. Within the new Media culture this is an increasingly unacceptable practice which results in a negative reaction and disregard of the information. This response will see continued growth, and will reach the point where corporations will find it advantageous to modify their communication methodologies, or be negatively affected.
15. So, What is the Real Risk? As these new corporate challenges grow in weight and importance, so will the risk on the reputation of the corporations. Corporations, who effectively engage the market and negate these risks, will have a distinct advantage over those who continue with legacy communication strategies. Simply put, the result will be as it always was. If you don't manage your New Media communication, and have ethical disputes, the accumulation of this knowledge will result in damage to your reputation, and negatively effect your company.
16. How Does a Corporation Deal With This Challenge? Firstly, perhaps to state the obvious, what happens if we do nothing? The continuation of existing practises and media strategy will result in a lost opportunity i.e. first to market , and increase future costs due to the build-up of negative sentiment. While ROI on present strategies decrease In short, its an opportunity for your competitors to get ahead.
17. How Does a Corporation Deal With This Challenge? There are two broad catagories of activity which can be used to address this challenge 1) Operational 2) Corporate Cultural.
18. How Does a Corporation Deal With This Challenge? Operational Create the channels for multi-way communication, which includes blogs, websites, multimedia presentations, and forums, include direct channels of communication between senior staff and customers with issues. Utilise these channels to alleviate existing POF's (Points of Frustration) for the clients. Publish the issues and their effective resolution then keep them as case studies and precedent determinators – then use them to demonstrate the company ethic.
19. How Does a Corporation Deal With This Challenge? The Corporate Culture This is a more difficult issue, but one about which much has been written in the last few years. Corporate culture is primarily determined by a “Top-Down” effect. There are constant anomalies, but to summarise brutally, the way the boss treats his managers determines how they will treat their their staff, which in turn will determine how they treat their customers. This in turn creates the corporate ethic, which in turn contributes to the company reputation. People work for, and with people. The company ethic is determined by the sum of the attitude of the people that make up that company.
23. Re-measure to determine if you are successful Measures can include employment policies, acceptable and unacceptable practise procedures, rewards, etc.
24. IS THIS REAL, OR IS IT JUST WAFFLE? On the basic cornerstones of New Media growth, there is no problem re credibility. There are numerous studies which all show conclusively the increase in internet usage, research, blogging, multimedia uptake, and the characteristics of New Media culture. To presume, or believe, that Internet and New media marketing has made traditional marketing redundant is false, but it is definitely adding a new dimension, with its own risks and challenges.
25. IS THIS REAL, OR IS IT JUST WAFFLE? There isn't a director, Manager, or Salesperson worth their salt who hasn't, and doesn't “Google” their competitors, suppliers, and potential clients. Information is power. The question is : Are the emerging challenges to corporations real, or imagined? Lets take a look at an active example..
26. DAVID VS GOLIATH A small New Media company “David” does business with a multi-million dollar cellphone giant “Goliath”, and gets treated badly. David “Googles” Goliath and determines that Goliath is involved in other similar issues. http://www.noseweek.co.za/article.php?current_article=1974 David determines Goliath's basic strategy via news reports on the internet. http://www.timeslive.co.za/sundaytimes/article274746.ece David views Goliath's “Statement of Ethics” via the Internet. http://www.vodacom.com/the_vodacom_way.php
27. DAVID VS GOLIATH Goliath uses a practical strategy based on the fact that David's generally don't have access to unlimited financial/legal resources, and that time is money for David's, whilst Goliath continues comfortably with their core business. The most probable result is that the David's will “Go- Away” when their resources and will, have been sapped. And the likelihood of resolution in their favour is improbable. “ Oh it's a cruel world we live in Master Jack.”
28. DAVID VS GOLIATH David's Strategy Clear and Thorough Strategy Development is vital for the success of any campaign, including New Media, but this is a subject of a separate discussion. In Short, David takes on Goliath via Social media. But why? - Easy access, low cost, worldwide distribution, View David's response on YouTube: http://www.youtube.com/watch?v=R5qeDC2pcQw
29. DAVID VS GOLIATH What's the problem for Goliath? - Their standard legal solution and financial muscle is void. Goliath doesn't control this media. The matter is now public, and is now part of the public record. Finally it places Goliath's ethics on this matter, and on their actions moving forward, under scrutiny, Which all goes to reputation.
30. DAVID VS GOLIATH The Result The matter of David vs Goliath is ongoing at this time, but in short, all bullying tactics by Goliath become public record, and the more brutal or unreasonable Goliath becomes, the more damage they cause themselves. The logical way forward becomes one of ethical resolution. Moving forward, I will create and upload a further presentation focusing on corporate strategy and smart options when faced with this type of situation. Which will include developments in this precedent setting David vs Goliath situation.
31. CONCLUSION Many Thanks for your attention and time, in viewing this presentation. I trust it is has been interesting, and at least, thought provoking. Please feel free to make comments, or contact me directly via email. Pieter van vuuren [email_address] Images courtesy of http://www.freedigitalphotos.net