Enterprise public relationsEnterprise public relations

PR practices in US &ChinaPR practices in US &China

Difference and commonality4.

Cases related3.

Why need PR?2.

What is PR?1.

ContentContent

• conscious planning activities• two-way information exchange

process• it is a behavior of the output of the

process• It will be the public interest in the

first place• It is one kind of management

function

Enterprise public relations work procedures

• public relations survey •public relations program •public relations plan implementation

•public relations effect evaluation

Crisis public relations

• Characteristic ：Accidental,focuses,destructive, urgency

• Function ： Brand maintenance, product

marketing and public praise maintenance.

Function of PR

On social organization

On society On individual

PR is advocated and developed by social organization

On social organization

Collect information,

test environment

Output Information,

establish good image

Coordinate relation, improve

cooperation

consult advice,

participate in the decision

Crisis management

On society

Social interactive environment

Social mental environment

Social economic environment

Spur the social environmental optimization

Differences & Similarities Between Organizational & Societal Functions

Differences Similarities

Organizational functions involves actions concerning the company while societal functions are involved in dissipating useful information towards consumers.

Both are involved in conveying messages and encouraging communication of a business organizations.Both serve as good means of developing communications and gathering data.Both use different forms of media for better creativity and convenience.

On individual

Update individual

perceptions

Improve personal

competence

Main Functions of PR

Corporate Reputation and corporate image

Gathering information

Coordinating disputes and crisis management

Crisis management

Crisis management is the nature of activities to respond to a major threat to a person, group or organization.

Typically, proactive crisis management activities include forecasting potential crises and planning how to deal with them.

Crisis management often includes strong focus on public relations to recover any damage to public image and assure stakeholders that recovery is underway.

Planning For A Crisis

Companies must be able to quickly answer questions and allegations about looming crisis.

Crisis management is vital for every organization. There are more examples of organizations getting

crisis management wrong than doing it right. The organization's most important asset is at

stake, their reputation. It is useless to conceal the truth from the public because eventually someone will blow the whistle.

Firestone continued to sell faulty tires to the public when they knew there was a problem with the product. After many deaths, Firestone recalled millions of tires, and the public wondered how long Firestone knew about the problem. Now Firestone is on the verge of declaring bankruptcy and going out of business because they made poor crisis management decisions

In 1991, a Pepsi customer claimed to have found a syringe in a can. Once the story hit the press, there were numerous reports of people finding screws, syringes and bolts in Pepsi cans. The Pepsi Company immediately denied that this was possible and that these claims were fraudulent. Pepsi started running ad campaigns against these incidents saying that they were "copycats" and Pepsi cans are "99.9% safe." This gave Pepsi enough time to discover what was happening.

Guidelines for Successful Social Crisis Planning

1. Understand your organization. 2. Create a new social mindset in your organization. 3. Know your consumers. 4. Form a social crisis team. 5. Roll out a social crisis communications plan.

More casesMore cases

Behind that……

purpose

activities

procedures

purpose

to increase public awareness about their company

increase the credibility

build brand name recognition

promote corporate name and identity

purpose

sales/revenue attract investment

activities

press release Advertising

activities

Corporate Philanthropy Corporate Sponsorship

procedures

• Analysis of the situation

• Definition of problem areas

• Identification of pertinent publics

• Establishment of specific objectives

• Planning of program

• Implementation of program

• Periodic evaluations of progress

Cultural Difference Cultural Difference Between Corporate P.R Between Corporate P.R in China and U.Sin China and U.S

Individualism & collectivism

Power distance

High-context & Low-context

Cultural Difference between Corporate P.R in China and U.SCultural Difference between Corporate P.R in China and U.S

Individualism & CollectivismIndividualism & Collectivism

Americans

Personal goalIndividual Freedom

Date; Fact

IndividualismIndividualism

Chinese

Collective honorInterdependence

relationship; loyalty

CollectivismCollectivism

Individualism & collectivismIndividualism & collectivism

Power DistancePower Distance

Power DistancePower Distance

High-context & Low-contextHigh-context & Low-context

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