Public relations involves managing communication between an organization and its various stakeholders or publics. It is defined as the evaluation of public attitudes, the identification of policies and procedures regarding public interest, and the execution of a communication program to build understanding and goodwill. Key aspects of public relations include being deliberate, planned, in service of the public interest, and involving two-way communication. The role of public relations is to build and maintain positive relationships between an organization and its publics.
Public relations involves creating mutual understanding between an organization and its publics, managing reputation, and obtaining favorable publicity to build a good corporate image. Key public relations functions include press relations, product publicity, public affairs, lobbying, and investor relations. Public relations tools encompass written materials, audiovisual content, identity materials, digital marketing, and public service activities. Public relations officers plan programs, write and edit materials, conduct media and community relations, handle corporate identity production, and research and evaluate public perceptions.
Introduction to Public Relations | What is PR?Alli Mowrey
Public relations (PR) involves strategic communication to build mutually beneficial relationships between organizations and their stakeholders. It requires skills in various areas including communication, research, negotiation, and problem solving. PR professionals use tools like the RACE process (research, action, communication, evaluation) and work in fields such as media relations, publicity, and community outreach. While related to advertising and marketing, PR differs in that its goal is to generate goodwill rather than directly sell products. An integrated approach uses various strategies and tactics to consistently convey messaging through multiple channels.
Public relations is the management function of establishing mutually beneficial relationships between an organization and the publics on whom its success or failure depends. It involves evaluating public opinions, defining policies and procedures, executing communication programs, and fostering positive relationships. The objective of public relations is to influence stakeholder perspectives through activities like speaking engagements, awards, press relations, and employee communications. Its scope includes political, community, employee, and financial relations.
This document provides an overview of public relations, including its objectives, roles, and similarities and differences compared to journalism and marketing. It discusses the types of writing, production, research, and special events involved in PR. It also outlines different types of PR jobs in corporations, agencies, government, and non-profits. The document concludes with desirable qualities for PR practitioners and announcements for upcoming class activities.
Advertising as a communication tool finalrainbowlink
The document discusses various models and frameworks for understanding communication and advertising, including:
1) Communication feedback models that describe the steps in the communication process from sender to receiver.
2) Models for understanding consumer response to advertising, including the elaboration likelihood model and cognitive response model.
3) Integrated marketing communications (IMC) models which aim to coordinate marketing components to influence brand information and build profitable relationships.
The key point is that understanding how consumers process information and how advertising fits into the communication process helps to set objectives and evaluate advertising results more effectively.
Public relations involves managing communication between an organization and its various stakeholders or publics. It is defined as the evaluation of public attitudes, the identification of policies and procedures regarding public interest, and the execution of a communication program to build understanding and goodwill. Key aspects of public relations include being deliberate, planned, in service of the public interest, and involving two-way communication. The role of public relations is to build and maintain positive relationships between an organization and its publics.
Public relations involves creating mutual understanding between an organization and its publics, managing reputation, and obtaining favorable publicity to build a good corporate image. Key public relations functions include press relations, product publicity, public affairs, lobbying, and investor relations. Public relations tools encompass written materials, audiovisual content, identity materials, digital marketing, and public service activities. Public relations officers plan programs, write and edit materials, conduct media and community relations, handle corporate identity production, and research and evaluate public perceptions.
Introduction to Public Relations | What is PR?Alli Mowrey
Public relations (PR) involves strategic communication to build mutually beneficial relationships between organizations and their stakeholders. It requires skills in various areas including communication, research, negotiation, and problem solving. PR professionals use tools like the RACE process (research, action, communication, evaluation) and work in fields such as media relations, publicity, and community outreach. While related to advertising and marketing, PR differs in that its goal is to generate goodwill rather than directly sell products. An integrated approach uses various strategies and tactics to consistently convey messaging through multiple channels.
Public relations is the management function of establishing mutually beneficial relationships between an organization and the publics on whom its success or failure depends. It involves evaluating public opinions, defining policies and procedures, executing communication programs, and fostering positive relationships. The objective of public relations is to influence stakeholder perspectives through activities like speaking engagements, awards, press relations, and employee communications. Its scope includes political, community, employee, and financial relations.
This document provides an overview of public relations, including its objectives, roles, and similarities and differences compared to journalism and marketing. It discusses the types of writing, production, research, and special events involved in PR. It also outlines different types of PR jobs in corporations, agencies, government, and non-profits. The document concludes with desirable qualities for PR practitioners and announcements for upcoming class activities.
Advertising as a communication tool finalrainbowlink
The document discusses various models and frameworks for understanding communication and advertising, including:
1) Communication feedback models that describe the steps in the communication process from sender to receiver.
2) Models for understanding consumer response to advertising, including the elaboration likelihood model and cognitive response model.
3) Integrated marketing communications (IMC) models which aim to coordinate marketing components to influence brand information and build profitable relationships.
The key point is that understanding how consumers process information and how advertising fits into the communication process helps to set objectives and evaluate advertising results more effectively.
Positioning is the heart of nonprofit marketing. It designs an organization's image and value offer so that its customers appreciate what the organization stand for in relationship to its competitors.
Public relations (PR) involves shaping and maintaining a positive image for a company, organization, or individual in the eyes of various audiences. PR professionals work behind the scenes to position clients favorably through tools like press releases, media outreach, and researching public opinion. PR has several advantages over advertising, including being more targeted and cost-effective at reaching audiences, and helping with efforts like product launches and image building. Key differences between PR and advertising are that PR focuses on shaping perceptions rather than direct selling, and relies on securing free publicity rather than paid placements.
This document outlines 10 steps for a successful PR campaign: 1) Define the purpose and audience, 2) Choose appropriate channels, 3) Establish a budget and timeline, 4) Develop a strategy aligned with the budget, 5) Set measurable goals, 6) Manage media relations with press kits and client preparation, 7) Ensure proper equipment, 8) Attention to event details like location and food, 9) Track success and follow up with guests and media, and 10) Maintain long-term engagement. The key aspects are knowing the audience, aligning the strategy and budget, making the event easy for media, and continued engagement after the event.
1) Corporate identity refers to the visual manifestation of a company through elements like its name, logo, products, and behavior that aim to represent the company's personality.
2) Managing corporate identity involves defining the company's vision, values, and goals to shape its identity, and then communicating this identity internally to employees and externally to stakeholders.
3) Effective corporate identity and communication management helps build a coherent company image and positive reputation among stakeholders over time.
Determine your budget and timeline
2. Solicit Recommendations
Ask colleagues, industry contacts, analysts
Check online reviews
3. Make Introductory Calls
Learn about their experience and approach
Ask about fees and deliverables
4. Schedule Meetings
Request proposals and presentations
Ask questions to evaluate fit
5. Evaluate Reputation and Work
Check online presence and case studies
References from other clients
Cultural fit and communication style
Choose the agency that best meets your needs!
www.gksmarketing.com
Part 4: Practice Sessions
Advanced Press Release Techniques
Media Training Activities
- Mock interviews
- Handling tough questions
- Develop
This is a Public Relations Project that Micah Melling led during his junior year of high school. This paper can serve as a model for how to format and develop written papers for DECA competition.
Corporate Communication Strategy -MatixSupriyo Guha
- MFCL is a new entity with low brand awareness and needs to create awareness of its brand "Matix" among stakeholders and the corporate community.
- Corporate communication activities will help establish the company's profile behind the brand and create a positive impression on its affiliated brand "Dr. Fasal" in the agri-input category.
- MFCL needs to finalize its mission and vision statements, core values, and sensory identity elements like logo, colors, typeface, and tune to achieve its desired identity and standardize its corporate communication.
Corporate communication involves both internal and external communication channels used by an organization to communicate with stakeholders. It should be planned, structured, and measured. Effective corporate communication can produce profits, cut costs, and reduce risks. External communication includes methods like press releases, newsletters, and media interviews to engage people outside the organization, while internal communication relies on constant interactions to convey meaning to staff and management. Developing a long-term focus, clear values, and specific goals while using comprehensive methods is key to successful corporate communication and brand management.
Public relations aims to achieve effective relationships with audiences to manage an organization's image and reputation. PR differs from advertising in that it is less controlled by the organization and aims to build credibility rather than directly persuade. Successful PR requires identifying key publics, understanding their opinions, and managing the organization's image and reputation over time. Common PR tools include news releases, events, and publications. PR effectiveness is measured through outputs like media coverage and outcomes like achieving goals. Marketing PR can add value by building excitement, introducing products, and demonstrating corporate social responsibility.
The document defines public relations as the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics. It discusses how public relations involves cultivating favorable relations through various communication channels to build a positive image. The document also provides 18 different definitions of public relations from various sources, emphasizing how it is a strategic communication function aimed at managing reputation and gaining public understanding and acceptance.
Public relations is a management function that deals with public issues and building positive images. An important component is publicity, which uses unpaid media coverage to attract attention to products and services. The objectives of PR include promoting goodwill, new products, and providing information to employees and stakeholders. PR tools include press releases, newsletters, interviews and sponsored events. PR strategies can be proactive by creating detailed plans or reactive by addressing weaknesses. Publicity is a form of non-personal communication used to generate interest in people and products through the media. Corporate advertising builds confidence in a company among consumers and businesses to promote positive reputation.
This document discusses key concepts in advertising media and media planning. It defines advertising media as the vehicles used to carry advertising messages, and outlines various print, broadcast, outdoor, and other media types. It then explains that media planning involves decisions about promoting products through different media. The planning process considers reach, frequency, and continuity. Reach refers to the total number of potential viewers or readers exposed to a message. Frequency is the average number of times a viewer sees the message. Gross rating points indicate the total potential audience reached by a media schedule.
Media Planning with Marketing Mix ConsiderationSook Yen Wong
The document discusses key concepts in media planning including media terminology, criteria for media planning considerations, and methods for analyzing audience coverage and reach. Specifically, it defines terms like media planning, objectives, strategy, and vehicles. It also outlines factors for determining the appropriate geographic coverage, media mix, target audience, scheduling techniques, and balancing reach versus frequency based on creative, marketing, and budget aspects.
It’s the art and science of talking to the right audience in the right voice. It influences and shapes a company’s image, reputation, brand perception and culture.
The document discusses advertising campaigns and provides details on various aspects related to developing an effective advertising campaign. It defines an advertising campaign as a series of advertisement messages that share a single theme or idea. The critical part is determining the champion theme, which sets the tone for the individual ads. An advertising campaign is an organized series of ads with identical or similar messages over a period of time. The document also discusses types of advertising campaigns based on geographical spread, purpose, and media used. It provides examples of different campaign types like those using word hooks, character hooks, or repeatable themes. Finally, it discusses considerations for planning an advertising campaign like identifying the problem, selecting the target audience, budget, and post-testing.
This document provides an overview of a presentation on corporate communication given by Manish Parihar. It discusses key topics like the definition of communication and strategic communication. It introduces concepts like using communication to share corporate objectives and values. Specific frameworks and historical influences on corporate communication are presented. The roles of communication in building relationships and competitive advantage are covered.
The document discusses media planning and buying from an Indian perspective. It covers key media planning concepts such as reach, frequency, gross rating points, television rating points, and average opportunity to see. It also summarizes the roles within a media agency and different specialists on a media planning team. Finally, it emphasizes that an effective media strategy must be defined in the context of overall marketing objectives and should consider the product life cycle and competitive situation.
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.
"All organisations, whether local or international, big or small, benefit from public relations"
This class is an introductory appreciation of key concepts in PR.
Public relations involves planned efforts to build and maintain mutual understanding between an organization and its publics. It helps shape the organization's corporate image through controlled and uncontrolled media. An effective corporate image benefits an organization by stimulating sales, establishing goodwill, and promoting favorable relations with stakeholders. A corporate image is formed through internal efforts like advertising, branding, and employee behavior, as well as external factors outside an organization's control like industry reputation and press coverage. As part of its marketing activities, an organization must consider its target audience and devise an appropriate marketing mix of product, price, placement, and promotion.
The document outlines the key elements that should be included in a creative brief for advertising. The creative brief provides direction for creative teams and includes the reason for the advertising, the desired end result or objective, the target market or audience, the communication strategy, rationale for the message, and any mandatory requirements. It gives background on the product and identifies the specific goals that the advertising aims to achieve, such as raising awareness of a new brand or changing perceptions of an existing one.
Crisis management in public relations bolaji okusagaBolaji Okusaga
Shell's poor crisis management of its operations in Ogoniland led to protests and negative publicity. The company initially denied issues, reacted late, relied on government relations instead of addressing community concerns, and did not effectively communicate with stakeholders. This allowed rumors to spread and perceptions of Shell to become negative regarding its environmental record and treatment of local communities. The crisis demonstrated the importance of proactive stakeholder engagement and communication in crisis planning and response.
Organizational values should turn into real attitudes and behaviours grounded in everyday life and interaction with different stakeholder groups.
Clear and decided focus on stakeholders and creation of value for all stakeholder groups in line with their needs and expectations is a key element for building the reputation of many companies in the near future.
Values frequently expressed in different formats and through different communication media should first be experienced within the organization, be integrated into its brand history and company history. They can’t simply be improvised to be used as a short-lived tool in the communication games.
In this sense, CaixaBank is a leading organization in the Spanish banking market for promoting the model of social entities committed to commercial innovation and social and cultural activity through creation of value which includes not only purely economic or mercantile dimensions. It can be read in this document the values that guide its behaviour in the market and the society.
It is more and more important to be coherent between what is said and done and consistent with the company’s beliefs in order to develop a long lasting and successful project.
Four elements should be borne in mind in order to align culture and reputation, and make sure engagement translates into trust: vision and values, identification of stakeholders, monitoring and balanced scorecards and improved organizational processes.
The action plans implemented by Repsol show how important organizational culture is. It is, indeed, one of the aspects that best describes corporate reputation. Idea and personality are the most emotional part of the brand, while culture, vision, values and attributes reflect the rational aspect of what Repsol means for its stakeholders.
Engagement that leads to trust may be achieved by companies through demonstrating their commitment to the creation not only of economic value, but also social value. The social aspect represents both an opportunity and reputational risk, which should be measured, evaluated and considered.
In order to achieve a strong position in the market, a company first has to legitimize its intention to enter, operate and stay in this market. This task comes before building reputation and is accomplished through demonstrating the willingness to create not only economic, but also social value in the country.
“Doing good by being good” is a saying that accurately captures the prevailing perspective and foreseeable future for corporate reputation. Social commitments that companies undertake and try to live up to is a reflection of this trend which implies that alongside economic results, the social impact is a factor that determines ultimate brand value.
Gas Natural Fenosa stands as an of this new panorama, where activities undertaken by a company should be beneficial both for the company and the society.
Positioning is the heart of nonprofit marketing. It designs an organization's image and value offer so that its customers appreciate what the organization stand for in relationship to its competitors.
Public relations (PR) involves shaping and maintaining a positive image for a company, organization, or individual in the eyes of various audiences. PR professionals work behind the scenes to position clients favorably through tools like press releases, media outreach, and researching public opinion. PR has several advantages over advertising, including being more targeted and cost-effective at reaching audiences, and helping with efforts like product launches and image building. Key differences between PR and advertising are that PR focuses on shaping perceptions rather than direct selling, and relies on securing free publicity rather than paid placements.
This document outlines 10 steps for a successful PR campaign: 1) Define the purpose and audience, 2) Choose appropriate channels, 3) Establish a budget and timeline, 4) Develop a strategy aligned with the budget, 5) Set measurable goals, 6) Manage media relations with press kits and client preparation, 7) Ensure proper equipment, 8) Attention to event details like location and food, 9) Track success and follow up with guests and media, and 10) Maintain long-term engagement. The key aspects are knowing the audience, aligning the strategy and budget, making the event easy for media, and continued engagement after the event.
1) Corporate identity refers to the visual manifestation of a company through elements like its name, logo, products, and behavior that aim to represent the company's personality.
2) Managing corporate identity involves defining the company's vision, values, and goals to shape its identity, and then communicating this identity internally to employees and externally to stakeholders.
3) Effective corporate identity and communication management helps build a coherent company image and positive reputation among stakeholders over time.
Determine your budget and timeline
2. Solicit Recommendations
Ask colleagues, industry contacts, analysts
Check online reviews
3. Make Introductory Calls
Learn about their experience and approach
Ask about fees and deliverables
4. Schedule Meetings
Request proposals and presentations
Ask questions to evaluate fit
5. Evaluate Reputation and Work
Check online presence and case studies
References from other clients
Cultural fit and communication style
Choose the agency that best meets your needs!
www.gksmarketing.com
Part 4: Practice Sessions
Advanced Press Release Techniques
Media Training Activities
- Mock interviews
- Handling tough questions
- Develop
This is a Public Relations Project that Micah Melling led during his junior year of high school. This paper can serve as a model for how to format and develop written papers for DECA competition.
Corporate Communication Strategy -MatixSupriyo Guha
- MFCL is a new entity with low brand awareness and needs to create awareness of its brand "Matix" among stakeholders and the corporate community.
- Corporate communication activities will help establish the company's profile behind the brand and create a positive impression on its affiliated brand "Dr. Fasal" in the agri-input category.
- MFCL needs to finalize its mission and vision statements, core values, and sensory identity elements like logo, colors, typeface, and tune to achieve its desired identity and standardize its corporate communication.
Corporate communication involves both internal and external communication channels used by an organization to communicate with stakeholders. It should be planned, structured, and measured. Effective corporate communication can produce profits, cut costs, and reduce risks. External communication includes methods like press releases, newsletters, and media interviews to engage people outside the organization, while internal communication relies on constant interactions to convey meaning to staff and management. Developing a long-term focus, clear values, and specific goals while using comprehensive methods is key to successful corporate communication and brand management.
Public relations aims to achieve effective relationships with audiences to manage an organization's image and reputation. PR differs from advertising in that it is less controlled by the organization and aims to build credibility rather than directly persuade. Successful PR requires identifying key publics, understanding their opinions, and managing the organization's image and reputation over time. Common PR tools include news releases, events, and publications. PR effectiveness is measured through outputs like media coverage and outcomes like achieving goals. Marketing PR can add value by building excitement, introducing products, and demonstrating corporate social responsibility.
The document defines public relations as the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics. It discusses how public relations involves cultivating favorable relations through various communication channels to build a positive image. The document also provides 18 different definitions of public relations from various sources, emphasizing how it is a strategic communication function aimed at managing reputation and gaining public understanding and acceptance.
Public relations is a management function that deals with public issues and building positive images. An important component is publicity, which uses unpaid media coverage to attract attention to products and services. The objectives of PR include promoting goodwill, new products, and providing information to employees and stakeholders. PR tools include press releases, newsletters, interviews and sponsored events. PR strategies can be proactive by creating detailed plans or reactive by addressing weaknesses. Publicity is a form of non-personal communication used to generate interest in people and products through the media. Corporate advertising builds confidence in a company among consumers and businesses to promote positive reputation.
This document discusses key concepts in advertising media and media planning. It defines advertising media as the vehicles used to carry advertising messages, and outlines various print, broadcast, outdoor, and other media types. It then explains that media planning involves decisions about promoting products through different media. The planning process considers reach, frequency, and continuity. Reach refers to the total number of potential viewers or readers exposed to a message. Frequency is the average number of times a viewer sees the message. Gross rating points indicate the total potential audience reached by a media schedule.
Media Planning with Marketing Mix ConsiderationSook Yen Wong
The document discusses key concepts in media planning including media terminology, criteria for media planning considerations, and methods for analyzing audience coverage and reach. Specifically, it defines terms like media planning, objectives, strategy, and vehicles. It also outlines factors for determining the appropriate geographic coverage, media mix, target audience, scheduling techniques, and balancing reach versus frequency based on creative, marketing, and budget aspects.
It’s the art and science of talking to the right audience in the right voice. It influences and shapes a company’s image, reputation, brand perception and culture.
The document discusses advertising campaigns and provides details on various aspects related to developing an effective advertising campaign. It defines an advertising campaign as a series of advertisement messages that share a single theme or idea. The critical part is determining the champion theme, which sets the tone for the individual ads. An advertising campaign is an organized series of ads with identical or similar messages over a period of time. The document also discusses types of advertising campaigns based on geographical spread, purpose, and media used. It provides examples of different campaign types like those using word hooks, character hooks, or repeatable themes. Finally, it discusses considerations for planning an advertising campaign like identifying the problem, selecting the target audience, budget, and post-testing.
This document provides an overview of a presentation on corporate communication given by Manish Parihar. It discusses key topics like the definition of communication and strategic communication. It introduces concepts like using communication to share corporate objectives and values. Specific frameworks and historical influences on corporate communication are presented. The roles of communication in building relationships and competitive advantage are covered.
The document discusses media planning and buying from an Indian perspective. It covers key media planning concepts such as reach, frequency, gross rating points, television rating points, and average opportunity to see. It also summarizes the roles within a media agency and different specialists on a media planning team. Finally, it emphasizes that an effective media strategy must be defined in the context of overall marketing objectives and should consider the product life cycle and competitive situation.
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.
"All organisations, whether local or international, big or small, benefit from public relations"
This class is an introductory appreciation of key concepts in PR.
Public relations involves planned efforts to build and maintain mutual understanding between an organization and its publics. It helps shape the organization's corporate image through controlled and uncontrolled media. An effective corporate image benefits an organization by stimulating sales, establishing goodwill, and promoting favorable relations with stakeholders. A corporate image is formed through internal efforts like advertising, branding, and employee behavior, as well as external factors outside an organization's control like industry reputation and press coverage. As part of its marketing activities, an organization must consider its target audience and devise an appropriate marketing mix of product, price, placement, and promotion.
The document outlines the key elements that should be included in a creative brief for advertising. The creative brief provides direction for creative teams and includes the reason for the advertising, the desired end result or objective, the target market or audience, the communication strategy, rationale for the message, and any mandatory requirements. It gives background on the product and identifies the specific goals that the advertising aims to achieve, such as raising awareness of a new brand or changing perceptions of an existing one.
Crisis management in public relations bolaji okusagaBolaji Okusaga
Shell's poor crisis management of its operations in Ogoniland led to protests and negative publicity. The company initially denied issues, reacted late, relied on government relations instead of addressing community concerns, and did not effectively communicate with stakeholders. This allowed rumors to spread and perceptions of Shell to become negative regarding its environmental record and treatment of local communities. The crisis demonstrated the importance of proactive stakeholder engagement and communication in crisis planning and response.
Organizational values should turn into real attitudes and behaviours grounded in everyday life and interaction with different stakeholder groups.
Clear and decided focus on stakeholders and creation of value for all stakeholder groups in line with their needs and expectations is a key element for building the reputation of many companies in the near future.
Values frequently expressed in different formats and through different communication media should first be experienced within the organization, be integrated into its brand history and company history. They can’t simply be improvised to be used as a short-lived tool in the communication games.
In this sense, CaixaBank is a leading organization in the Spanish banking market for promoting the model of social entities committed to commercial innovation and social and cultural activity through creation of value which includes not only purely economic or mercantile dimensions. It can be read in this document the values that guide its behaviour in the market and the society.
It is more and more important to be coherent between what is said and done and consistent with the company’s beliefs in order to develop a long lasting and successful project.
Four elements should be borne in mind in order to align culture and reputation, and make sure engagement translates into trust: vision and values, identification of stakeholders, monitoring and balanced scorecards and improved organizational processes.
The action plans implemented by Repsol show how important organizational culture is. It is, indeed, one of the aspects that best describes corporate reputation. Idea and personality are the most emotional part of the brand, while culture, vision, values and attributes reflect the rational aspect of what Repsol means for its stakeholders.
Engagement that leads to trust may be achieved by companies through demonstrating their commitment to the creation not only of economic value, but also social value. The social aspect represents both an opportunity and reputational risk, which should be measured, evaluated and considered.
In order to achieve a strong position in the market, a company first has to legitimize its intention to enter, operate and stay in this market. This task comes before building reputation and is accomplished through demonstrating the willingness to create not only economic, but also social value in the country.
“Doing good by being good” is a saying that accurately captures the prevailing perspective and foreseeable future for corporate reputation. Social commitments that companies undertake and try to live up to is a reflection of this trend which implies that alongside economic results, the social impact is a factor that determines ultimate brand value.
Gas Natural Fenosa stands as an of this new panorama, where activities undertaken by a company should be beneficial both for the company and the society.
W2O Group Function Optimization 2014 reportW2O Group
Over the course of our existence, W2O Group has been working with global organizations, specifically Chief Communications Officers (CCOs), to better organize, structure and fully develop corporate communications as a function, a system, and a set of capabilities to better align with strategic priorities. The report is a compilation of lessons learned, insights gleaned and recommendations for companies of all sizes.
The document provides details about an RPG Group branding case being worked on by the BrandWagon team from IIM Kozhikode. It includes objectives to derive target audiences from RPG's vision/mission and position RPG in those segments. It analyzes RPG's diverse target audiences across its business segments and identifies key audience needs. Primary research findings on brand perception are presented. The target audiences are segmented based on identified needs and a 5-segment model is proposed. Brand positioning frameworks and processes for a group brand are discussed.
Building Organizational Resiliency and New Business Models in Uncertain TimesWorkday, Inc.
Organizations across industries are developing new business models to respond to the challenges of COVID-19 and build business resiliency. View how Panera Bread is setting the standard for retail and hospitality companies in this webinar replay.
The document discusses the importance of vision and mission statements for businesses. It defines a vision statement as articulating a company's ideal future state and inspiring employees. A mission statement specifies the businesses and customers a company focuses on. Together, vision and mission provide strategic direction. The document outlines key components of effective vision and mission statements, such as being concise yet inspiring. It also discusses how vision and mission statements align employee efforts and guide resource allocation.
Prashant Kumar Sharma has over 11 years of experience in sales and marketing management in the pharmaceutical industry. He currently works as a Sales Manager at Cipla Limited, where he is responsible for marketing pharmaceutical products, managing key business accounts, and leading and monitoring a team. Prior to his current role, he held positions as Business Manager and Territory Manager at Cipla. He has expertise in areas such as product management, sales, marketing, business development, and team leadership.
A PROJECT REPORT
ON
“SIGNIFICANCE OF BRAND:
JAGUAR”
PREPARED BY:
JITENDRA RAMESH SANGLE
PROJECT GUIDE:
PROF. RAJEEV DEO
BRIHAN MAHARASHTRA COLLEGE OF COMMERCE, PUNE- 04
(A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION DEGREE COURSE BY UNIVERSITY OF PUNE)
This document discusses key concepts in strategic management including vision, mission, goals, and objectives. It provides definitions and examples of each. A vision describes what an organization wants to become in the future, while a mission captures the essence of why an organization exists. Goals are intended outcomes that support the mission and vision, and objectives are specific, measurable targets that compel action. The document evaluates components of effective statements and examples of good and bad statements. It emphasizes the importance of alignment between goals and objectives across all levels of an organization.
Why value propositions matter? How to create a true value proposition for B2B businesses? Implementation ready toolkit to design a superior value propositions
Alessandro Cortese - Business planning in associations, a theoretical approac...visitbrussels
This document discusses business planning for non-profit organizations like ESTRO. It emphasizes the importance of linking strategic planning to the business model and developing multi-year and annual plans. Key points include:
- Developing a vision, mission, strategy and linking these to the business model's components like value proposition, key activities, and revenue streams.
- Translating the vision into measurable 3-year KPIs to guide the strategic plan.
- Creating dynamic financial plans that allow testing scenarios and measuring the impact of strategic choices on revenues and costs.
- Budgeting should be based on historical data but also factor in assumptions about growth, activities, indirect costs, and negotiations.
- The resulting financial planning tool starts
This document outlines a strategic management model that includes determining a company's mission, developing a company profile, assessing the external environment, conducting strategic analysis and choice, implementing strategies, and controlling and evaluating performance. It discusses setting long-term objectives, grand strategies, and functional strategies aligned with the mission. The model emphasizes matching internal capabilities to external opportunities through analysis and strategic decisions at multiple levels of the organization.
The document discusses various approaches to defining and measuring organizational effectiveness, including goal attainment, system resources, strategic constituencies, competing values, internal processes, human relations, open systems, and rational goals. It also examines factors that influence effectiveness such as top management, the manager-subordinate relationship, individual managers, and criteria for evaluating effectiveness from the perspective of different constituencies. Finally, it provides recommendations for increasing organizational effectiveness such as clarifying goals, fostering a positive culture, soliciting employee feedback, holding managers accountable, and empowering employees.
Experience brands understand that a customer’s or prospect’s path to the brand passes directly through their own people. And if those people aren’t aligned to the organization’s purpose and brand and business ambitions, there’s little chance of delivering the kind of positive experience clients will want to repeat and share.
Kimberley Lombard is seeking a sales or business development position that allows her to utilize her experience building new business, securing customer loyalty, and providing sales leadership. She has over 30 years of experience in financial services and higher education. Her career achievements include consistently exceeding sales goals and qualifying for performance awards.
This document discusses the purpose and contents of a business plan. It explains that a business plan guides entrepreneurs and convinces investors of a business proposition's soundness. The key parts of a business plan include an executive summary, business concept/model, goals/objectives, and information on stakeholders. It also provides an example for a food chain business, outlining its vision, mission, objectives, key result areas, and performance indicators. Overall, the document advises that an effective business plan communicates the business strategy and financial forecasts to relevant audiences like entrepreneurs, investors, and managers.
This document provides an outline for Chapter 2 of a strategy analysis textbook. The chapter discusses goals, values, and performance analysis. It begins by introducing the concepts of strategy as a quest for value and profit maximization as the primary goal of the firm. It then discusses the debate around shareholder versus stakeholder models. The chapter defines different types of profit, including accounting profit and economic profit. It emphasizes linking profitability to long-term shareholder value.
This document provides an outline for Chapter 2 of a strategy analysis textbook. The chapter discusses goals, values, and performance analysis. It begins by introducing the concepts of strategy as a quest for value and profit maximization as the primary goal of the firm. It then discusses the debate around shareholder versus stakeholder models. The chapter defines different types of profit, including accounting profit and economic profit. It emphasizes linking profitability to long-term shareholder value.
Why PR Matters in Branding and Business Valuation.Bolaji Okusaga
Brand Valuation is an emerging subject, what with the IFRS recognition of attributes of the Brand as an intangible asset that can be factored into the value of Corporations.
Similar to The Contributions of Public Relations to the Attainment of Corporate Objective (20)
The changing media landscape and the rise of prBolaji Okusaga
The landscape is fast-changing, conferring advantages to Public Relations as the preferred platform for companies seeking to grow their goodwill, build stronger brands, and create a sustainable enterprise.
Building a great Brand, beyond understanding the target Consumer, his/her environment, fears, and aspirations. requires a deep understanding of the competitive set, positioning and how the interplay market forces and social trends affect the Brand. This presentation attempts a basic understanding of concepts and contexts on the route to building great Brands.
Social Marketing and Leveraging InfluencersBolaji Okusaga
Today, consumer expectation is on the rise and technologies are changing at a dizzying pace. At a time like this, we take a look at the place of influence in Social Media Marketing.
Creative thinking is a desirable trait for innovation within an organization. This paper explores the route to creative thinking in the quest at birthing innovation and transformation in an organization.
This document provides an overview of Nigeria, discussing its place, potential, prospects, problems, and perspectives. Some key points:
- Nigeria has a large population and land mass, but remains dependent on oil and faces political and economic challenges.
- It has potential due to natural resources, agriculture, and a large consumer market, but competes poorly due to issues like corruption, bureaucracy, and inadequate infrastructure.
- Prospects exist if recent reforms improve the business climate, but challenges include security issues, a mixed global perception, and loose political-economic structures.
- Problems involve a primary commodity-based economy, weak institutions, high costs, and lack of competitiveness impacting unemployment, education and industry
Top-line Thoughts on Creating a Digital Organisation Bolaji Okusaga
This document discusses considerations for transforming a communications business into a digital organization. It covers rethinking the business model, accelerating transformation by looking at trends and disruption, the four pillars of digital transformation being data, insight, ideas, and expression. It also discusses business model canvassing, goals and challenges of the transformation, possible new business lines, organizational structure, and ensuring audience connection during the change process.
Technology is changing the context, therefore tradition practice is not only in a flux, communication as we know it, in the traditional sense, is on its way out.
Strategic Communications is an anticipatory practice which attempts to foresee events, trends and issues which may develop to disrupt important relationships. There is a need for an alert scrutiny of social changes and outside forces - from current scenario analysis to wish-list planning - in order to find an appropriate way to monitor external environment and proffer better solutions to identified issues that might snowball into a Crisis and hurt or destroy the reputation of an organisation.
Recreating the context through digital transformation a precise presentationBolaji Okusaga
This document discusses digital transformation and how going digital changes business models. It covers how businesses are moving from analogue to digital models across various industries like publishing, commerce, banking, and news/film/music.
Some key points discussed include how the creation and aggregation of digital platforms and services can help businesses reinvent themselves, how understanding customer data and behavior is important for digital transformation, and how integrating digital technologies can accelerate this process for businesses. Case studies of digital businesses in industries like e-commerce, digital banking, and online news are also provided.
Made in Nigeria whither the route for NigeriaBolaji Okusaga
Defining the route to Industrialization for Nigeria is at once complex yet fluid. It is complex because there are a lot of man-made bottle necks and fluid because the comparative advantages are visible. This paper uses Porters Diamond Model to distill the possibilities for Nigeria on the route to "Made in Nigeria".
This presentation x-rays Nigeria's route to nationhood. Looking at Nigeria in the last 103 years, the presentation looks at challenges on the path to Nigeria's nationhood as well as opportunities and prospects for building a great nation.
The productive mind - How to move your moutainBolaji Okusaga
Life is a two-way street - you win or lose, succeed or fail. In-between these two extremes is faith and focus. Like the saying goes -"what you focus on grows". This presentation looks at the contribution of attitude to success.
Using social media strategy in building the corporate brand image is a route a lot of people imagine they know - what with the number of influencers, opinion leaders, trend watchers, and spotters laying claims to so-called virile strategy which generate likes, impressions and conversations. However, that is not all there is to capturing corporate essence in an era of great cynicism. Using Social Media as a route to build corporate stature requires the need to develop and manage strategic partnerships, the monitoring of trends and applications of knowledge from trends in building conversations while measuring the impact of efforts in order to intensify or discontinue a course of action. Beyond this, this presentation attempts a historical perspective of the social media phenomenon as well as platform possibilities looking at the Nigerian context.
Corporate Governance Definition and PracticeBolaji Okusaga
This document defines corporate governance and outlines its principles and practices. It discusses the need for corporate governance due to large corporations, financial crises, and reporting issues. Corporate governance establishes accountability, fairness, transparency, and independence. It defines the relationships between a company's management, board, shareholders and stakeholders. The pillars of corporate governance are defined as accountability, fairness, protection of shareholder rights, and transparency. The document then outlines best practices for board composition, appointment of directors, separation of the chairman and CEO roles, responsibilities of directors, access to information, remuneration, audit and remuneration committees, financial reporting, delegation, and communication with shareholders.
The document discusses establishing thought leadership through goal setting. It first covers understanding organizational needs and knowledge based on theories like Maslow's hierarchy of needs. It then discusses mapping the organization's needs and knowledge assets and developing tradable and transferable knowledge. The document outlines SMART principles for setting specific, measurable, attainable, realistic and timely thought leadership goals that leverage the organization's knowledge, intellectual capital and relationships. The outcomes of effective thought leadership with customers, industry and regulators are described.
The document discusses establishing thought leadership through goal setting. It first covers understanding organizational needs and knowledge based on theories like Maslow's hierarchy of needs. It then discusses mapping the organization's needs and knowledge assets and developing tradable and transferable knowledge. The document outlines SMART principles for setting specific, measurable, attainable, realistic and timely thought leadership goals that leverage the organization's knowledge resources and produce outcomes with customers, industry and regulators.
This document discusses the importance of thought leadership and how to build trust, credibility, and respect (TCR) to become an effective thought leader. It defines trust as dependability and consistency, and outlines ways to create trust through defining, nurturing, and creating "moments of truth." Credibility refers to perceptions of competence, character, and dynamism. It discusses initial, derived, and terminal credibility and how to build credibility through competence, caring, and character. The document also explains how credibility, trust, and respect interact in the "TCR equation" and the importance of message delivery through visual, verbal, and vocal channels in building TCR.
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[To download this presentation, visit:
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This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
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2. What’s Your Company’s Objective?
Corporate Objective articulates a Company’s manner of
doing business and the kind of relationships it need to
create with its Stakeholders to deliver on its purpose
These objectives are encapsulated in the organisation’s
mission, vision and culture and help set the tone for
interactions with its Stakeholders
Corporate Objective asks the questions: What is the
purpose of our organisation? What value do we intend to
create? What kind of ideals bind our stakeholders
together?
By answering these questions, Corporate objective helps
an Organisation to differentiate, plan, execute and deliver
exceptional performance
4. Corporate Objectives and
Stakeholder Theory
Stakeholder theory begins with the hypothesis that values are
essentially and decidedly part of doing business
It address the Principle of Who or What Really Counts by establishing
which groups are Stakeholders in a corporation
In traditional input-output models of the corporation, Organisations
use the inputs of investors, employees, and suppliers and converts it
to usable outputs
By this model, firms only address the needs and wishes of four
parties: Investors, Employees, Suppliers and Customers
Contemporary Stakeholder theory however recognizes other parties
such as governmental bodies, political groups, trade associations,
trade unions, communities, associated corporations, etc as
Stakeholders.
The theory recognizes that Stakeholders are constituencies that
contribute, either voluntarily or involuntarily, to an Organisation’s
wealth-creating capacity, and may be its beneficiaries and/or risk
bearers
In fulfilling its Corporate Objective therefore, an Organisation must
clearly identify its Stakeholders and strategically relate with them.
5. The Organisation and its Stakeholders
CUSTOMERS
GENERAL
EMPLOYEES
PUBLIC
THE
MEDIA GOVERNMENT
ORGANISATION
SUPPLIERS SHAREHOLDERS
COMPETITORS
6. What are the Demands of
Stakeholder Engagement?
Every organisation relates with different publics -
from the Shareholders, Staff, Customers,
Industrial Unions, Government and Regulatory
Bodies, Counter-parties, the Press to the local
community.
These stakeholders are different in terms of their
interests and expectation from the organisation
The organisation therefore needs a deep-seated
understanding of these interests and
expectations to maintain a dialogue, enhance
relationships and retain its goodwill among its
stakeholders.
7. Outcomes of a Sound Corporate
Objective
Products / Service Quality / Technology
Leadership
Increased Sales
Preference for Company’s Products / Service
Customer Acquisition / Quality of Customers
Growth in Market Share / Market Leadership
Turn-over
Operating Margin
Gross Profit
Market Capitalisation / Stock Price
Attraction and Retention of Quality Employees
8. Public Relations in Organisation-
Stakeholder Dialogue
Public Relations is the art and science of building relationships
between an organization and its key publics .
Public Relations engenders purposeful communications between an
organisation and its publics, it is proactive and future orientated, and
has the goal of building and maintaining a positive perception of an
organisation in the mind of its publics.
In the dialogue between Organisations and their stakeholders, the
following branches of Public Relations suffice:
Employee / Labour Relations
Customer Relations
Investor Relations
Media Relations
Government Relations
Community Relations
Reputation Management
Issues Management
Crisis Management
9. Its Implication
Generally, Public Relations function as the conduit of the organisation to the
world outside
Public Relations practitioners must therefore, be abreast with their
organisation’s vision, mission, strategy, corporate concern and culture
They also need to understand their place in their company’s overall objective
and to understand the market environment in which their organisation operates
The Public Relations Executive should read the competitive landscape and be
able to predict the move of competition
He /She needs to be able to identify the organisation’s different stakeholders
and the varying expectations that arise from operations and interaction with
these stakeholders
Finally, the Public Relations Practitioner must be able to relate his activities
with the drive at achieving the organisation’s objectives.
10. Creating the Link
Public Relations Executives need to think like a
Business Managers by measuring their activities
against their Organisations goals
They must develop PR metrics which correlate
with their Organisations objective
PR Executives must initiate programmes which
cover the entire competitive landscape with a
view to seizing the higher ground for their
Organisations
In relating with the media, they must think of
them as a channel to the Organisations
Stakeholders
11. Stakeholder Relationships
CONSUMERS
PORTFOLIO MANAGERS / INVESTORS
COMMUNITIES
BUSINESS LEADERS
PA
PA
FINANCIAL ANALYST / BUSINESS PRESS
E
NC
TH
TH
RE
OF
OF
FE
REGULATORS
IIN
RE
FL
FL
MAJOR
OF
UE
UE
CUSTOMERS
TH
NC
N
DISTRIBUTION / CHANNEL
PA
E
E
PARTNERS
POTENTIAL EMPLOYEES
EMPLOYEES
Source: Regis McKenna
12. Expectation from Relationships
EMPLOYEES / POTENTIAL Career Opportunities,
EMPLOYEES Competitive
Remuneration,
Good Management
CUSTOMERS Trustworthy, Good/Successful
Products
DISTRIBUTION / CHANNEL
PARTNERS Attract Customers, Make Sales
REGULATORS Ethical, Compliant
COMMUNITIES Philanthropy, Good Corporate
Citizenship
13. Elements of a Good Message
Messages disseminated must be within
the Stakeholders frame of Reference
Must be relevant and useful to the
Stockholder's need
Should be distinctive and distinguishable
from that of competition
Should be able to compel positive action
Should deliver intended value
14. Developing PR Objectives
In developing objectives which are
scientific, it is essential to include precise
milestones that evaluate progress in the
realization of set aspirations. This
process may include the following:
1. Map desired communications outcome
2. Spot target segment for desired outcome
3. State expected level of success
4. Identify timeframe for target outcome
15. Understanding Strategies and
Tactics
Strategies are logical and systemic outlines for
the attainment of desired goals.
It basically considers the big-picture rather than
details.
Tactics are detailed plans designed for the
actualization of strategies. Tactics identifies
personnel, timelines, budget and the structure
for the attainment of set objectives.
16. The Five Steps of Strategic PR Management
Step 1 Step 2 Step 3 Step 4 Step 5
Develop a Monitor,
Craft a Implement
Strategic Evaluate,
Set Strategy and
Vision and Take
Objectives to Achieve Execute
and Corrective
Objectives Strategy
Mission Action
Revise as Revise as Improve/ Improve/ Recycle
Needed Needed Change Change as Needed
17. Communication Matrix
TARGET EXPECTATIO DESIRED CORPORATE MESSAGE COMM METRIC
N ACTION OBJECTIVE STRATEGY
LABOUR Positive outcome of understand Reduce Staff Best place to Proactive Obtain 2x
UNIONS outstanding Staff Managements Attrition work response to Staff competitors
issues position Create a Understands enquires commendation of
Information on Staff contentious Staff harmonious working smart Build good in Labour Articles
Welfare issues organisation / Develops internal Generate 2x
Spread a labour relationship industry’s best communications competitors buzz
positive buzz on Attract the best hands &Information Flow on good staff
career talents in the Establish Monthly welfare and attract
development industry best industry
In-house Journal
and staff welfare talents
Positive
Speaking
PRESS / News on Articles on Increase share of Best product s Engagements
FINANCIAL Developments Company’s industry voice Customer Opinion
Financials and Generate stability
ANALYST within the friendly Articles
Organisation Activities Through good and Company’s Upgrade IR
Company Recommend Consistently Performance Website
Financial Results Stock to investing improving Financial exceed Focus Road
Public performance industry shows on
Continuous leaders priorities
coverage
CUSTOMERS Quality Products Buy and Increase market Best Products Drive preference 2x number of
Satisfaction of recommend share Leadership gives by providing and competitors lead
needs company’s Widen Customer access to new campaigning
products Base markets highest standards
Innovation 100% increase in
Differentiate and Easy to do Leverage product
Trust
engender business with constant two way preference
preference for communications against
Where the
products above by constantly competitor’s
customer is truly
competitors requesting
a king
offerings feedback
Develop internet
site as business
tool
19. Why Measure?
Guts does not cut it anymore, you’ve got
to be able to justify your activities.
If you aren’t measuring, you are not
managing your budget effectively and
deserve to be fired.
Without data, how do you know what’s
working and when to intensify or
discontinue a line of action.
20. Determining Measurement Technique
Always match measurement technique to available
resources
PR measurement does not have to be expensive
- soft sounding surveys are an economical way of
knowing designated audiences perception of a particular
media message on your organisation
Quantitative / message tracking can be done internally
rather than through a media research firm in order to
reduce cost, all that matters is for Management to be
able to get the information on which action can be taken.
Creating a valid measurement parameter for you activity
will help you to be able to justify your budget and
prioritize your activities.
21. Measurement and Evaluation Methods
In-house:
- quantitative / message tracking using Excel to plot graphs and charts.
PR agency research tools:
- Quantitative Research
- Qualitative Research (article type, tone, ideological bent, latent
issues)
Media Research:
- Competitive tracking studies to measure quantitative and qualitative
indices.
- Trend analysis to measure specific trends and influences
Research Firms:
To measure the insight of the target audience beyond the media message
using Focus Group Discussions, Surveys and Observation and sampling
methodologies
23. Positioning of Company on Issues
Number of times Company was favourably positioned on
key issues in the media
Corporate Governance
Industrial / Labour Issues
Product Quality
Philanthropy / Corporate Responsibility
0 20 40 60 80 100 120 140 180 200
24. Quantitative / Qualitative
Performance Map
Mention of competing Brands in the media in a
Quarter
Qualitative (times positioned on key issues)
Brand A
Brand B
Brand C
Brand D
0 Quantitative (Number of Articles) 200
25. Lotus Press Coverage Analysis
Percent of impressions containing messages by Company
COMPANY A
COMPANY B
COMPANY C
COMPANY D
0 20 % 40 % 60 % 80 % 100 %
Positive message No message Negative Message
R. Paine and Partners
26. Lotus Press Coverage Analysis
Cost per message communicated
COMPANY A
COMPANY B
COMPANY C
COMPANY D
N0.00 N0.50 N1.00 N1.50 N2.00 N2.50
27. Industry Best Practice
Competitive analysis is compulsory in measuring
your success.
Analysis of messaging, positioning and issues
identification are the norm.
Analyst and quote measurement are some of the
latest trends.
Integrating media analysis with web activity and
customer outcomes is starting to emerge as a
pervasive trend in the developed world.
28. 8 Steps for Effective Measurement
1. Define your mission
2. Map your needs
3. Identify what you are benchmarking against
4. Select an appropriate and cost effective
research methodology
5. Embark on research
6. Analyze result and pick up insights
7. Take appropriate action
8. And then measure again
29. Matching PR
Objective and
Spend
With the Outcomes of
PR Activities
30. Prioritize your PR Spend
There is a need to define your focus in alignment
with the overall Corporate objective and then
prioritize your spend on the following:
Employees
Customers
Analysts
Consumer media
Business media
Trade media
Government officials
NGO’s and Community Based Associations (CBO’s)
Religious Institutions
Labour Unions
Opinion moulders
31. PR as Profit Centre
Sometimes top management often wonder if they are getting
their money’s worth from PR programmes and often believe that
PR activities are as ephemeral as the air.
To counter this notion, PR executives often points to “Ad Value
Equivalency”, which equates PR hits against the value of an
advertisement in the same news media that the article or
programme appeared, as a measure of the value of PR in
advancing the Corporate objective.
But that does not pass the sniff test, what is key to note is that
PR sets a criteria for relating with profitable and influential
stakeholders and helps prepare the ground for marketing in the
sense that its activities go well beyond engendering an
awareness for a Product / Company and most importantly, help
to build a sustainable platform on which to carry out branding
and marketing activities.
That platform is “GOODWILL”.
GOODWILL can therefore be said to be the profit procurable
from PR activities.