PRM Additional ConceptsShreya Lubana

Role of PR Within and Org.

Media of Downward Communication: Written Order Bulletin boards Posters House journal Letters Booklets, pamphlets and handbooks Public address system Grapewine

Role of PR Within and Org.

Media of Upward communication: Suggestions Counselling Complaints Opinion surveys Exit interview Meetings Open Door Policy Collective Bargaining

Need for Positive Image building in Corporate PR

Promote sales Introduce business growth via expansion and diversification Develop brand loyalty amongst customers Effectively face adverse situations Secure co operation from different social groups for business growth Secure support from investors for raising capital Secure public support and sympathy when company is facing difficulties prodn, mktg, financial crisis.

Factors affecting Corporate Image

Quality and pricing of products Attractiveness and safety of products Dealer relationship and attitude of the dealers towards the company Discounts, credit facilities and after sales services offered Sales policies and promotion techniques used Advertising and Ad campaigns used Press relations of the company including press publicity

Factors affecting Corporate ImageDischarging of social responsibilities Product line, modification and introduction of new products through R&D Attitude towards female and handicapped employees Social audit program of the company Contribution of the company towards rural development, ecology balance and sports

Important measures for Positive Image Building

Attention to be given to consumer protection, satisfaction and welfare. Fair treatment should be given to all social groups Introduce pollution control measures Support sports, education and cultural activities Attention should be given to female and handicapped manpower Maintain high level of efficiency and productivity Financial support should be given to at the time of natural calamities.

PR Role in Image and Identity

PR checklist for image communication and corporate PR: Name of the org subsidiaries and divs. Logo Advertising and promotion Company publication- annual reports, journals Company assets well maintained office, prodn unit, cars and outlets Company packaging labels and tags Company signs- at public places Company stationery forms, letterheads, cards etc.

LOGO

Logo means a single piece of type compromising a word or words or a name, address, trademark or design.

7Cs of CommunicationCredibility Receiver should have faith, trust and confidence in the sender. Clarity Meaning of words and message should be same to both sender and receiver. Content Message must be compatible with the value system, contents of the information determine the audience.

7Cs of CommunicationChannels Different channels have different effects, they serve effectively in the different stages of diffusion process. Context It must confirm and not contradict the process, must include realities of it environment. Capability Comm is effective when it requires the least effort on the part of the recipient. Continuity & Consistency Inorder to achieve reiteration of the message it requires repetition.

NEW PRConstant change in business environment requires PR to cope with new circumstances. Professional characteristics become outdated, some new ones appear, some develop additional meanings while some other change their meaning completely.

NEW PR Specific areas of new thinking on PR and communication Bench marking - provides the

intelligence to determine how you are perceived in the media against your competitors PR Process Re engineering a) anticipating public needs b) quick response to management and public requirement c) new PR orientation As a necessary part of PR engg. Work accomplishing the cultural change, particularly values and deep rooted behaviors is necessary.

NEW PR Specific areas of new thinking on PR and communication Conflict management and counselling Ppldisapprove not change but its method of implementation. Resistance to new ideas can be overcome by: a) Identify the existing culture of the organisation b) Construct and deliver new culture c) Motivate individuals and groups towards accepting new ideas and pattern of change d) Make sure that the new system works well as to the satisfaction of all. e) An effective implementation team must be put together.

NEW PR Specific areas of new thinking on PR and communication Life long Learning Professional PRperson in the new environment needs the following:a) Insights from business psychology with practical advice b) Self contemplating exercises and case studies c) Understand the highlights of the key dimensions of strategic change d) Consider the role of power and politics in mobilising change.

PR and Customer Relations

4 Ps of Marketing: Product Price Place Promotion add two more:

Power Public Relations

PR and Customer Relations

Areas of PR participation and involvement in customer relationships: 1) Promote greater consumer satisfaction, PR can reorient the policies of the company 2) PR can influence the mindset and attitude of marketing ppl. It brings to attention that good salesmanship and good customer relations go hand in hand.

PR and Customer Relations

3) PR listens to customers with integrated approach by establishing channels of communication. 4) While working out customer loyalty programes PR should aim to include employees. Front line employees are in direct contact with customers, they represent product or services of the company.

PR and Customer Relations

5) PR strives to emphasise relationship marketing which treats sales as a continuous relationship that goes beyond it. 6) PR will focus sharp attention on the consumer behaviour for effective feedback both positive and negative angles.

PR and Community RelationsCommunity relations means the positive cultivation of opinions to the group seeking the particular relationship. Basic goals of CR are attined by using the following procedure: 1) Appraise the attitude of the community 2) Identify the interest of the community 3) Formulate development programs with community attitude and interests 4) To earn community respect, confidence, initiate activities 5) Seek and create better understanding between the org and the community

PR and Community Relations

These programs can be as: 1) New media may be used to create awareness and focus special attention on tree plantations, cleanliness drive, AIDS related issues, adult education, children activities, sports activities. 2) Debate and quiz contests arranged on TV 3) Weekly or monthly column in the local newspaper.

PR and Community Relations

4) Discussions on problems through media can be of value to ensure participation in community activities by everyone. 5) Organise lectures, GDs, Q&As, Aduios and Avs and field demos. 6) Have personal contact at every stage.

Functions essentials for PR Programs

These are based on the following activities: 1) Fact finding continuously 2) Continuous implementation and interpretation of facts 3) Continuous implementation of programs designed to benefit the community at large 4) Continuous process of research, analysis and feedback.

Corporate CitizenshipCorp. orgs are transforming into more flexible and responsive forms. If you do not adopt CSR as a way of existence, you will not innovate and improve. Its essential that not only an industry or business conduct activities in a safe, competent and responsible manner but they also must be perceived as doing so by the public.

Corporate CitizenshipGrowth and prosperity of the org depends on the prosperity of the community it operates in. Pvt. And Public orgs have to equally justify their existence and creation by their economic contribution to the society and by what particular resources they are trying to contribute towards the needs of the society.

Corporate CitizenshipThere should be transparency in the management and must be open to dialogue on public issues. Management must actively participate in formation of public policy that will affect the org and not just be at the revcg end of the policy determined by external sources Due to universal acceptance of ethical responsibilities of business, corporations are being called to greater accountability.

Corporate CitizenshipNecessary that industries and businesses conduct activities in a safe and responsible manner but are also perceived by the public in doing so Corporate mnmgt cannot ignore social, cultural, economic and political ethos prevailing in the community. Knowledge and understanding of local sensitiveness on theses issues is the main factor in the successful mnmgt of bus. evnmnt

PR and EnvironmentUnderstand issues related to envmnt and recognize social responsibility of the business. Give priority to envmnt matter. Avoid pollution of any kind. Encourage envmnt audit relating to the company in order to determine what the org has done and is doing in relation to the envmnt. Consider the envmntal impact of the companys action.

Corporate AdvertisingThis endeavors to promote activities by which oral as well as visual messages are directed towards the public on a continuous basis. Inorder to produce successful image or corporate advertisement following are the guidelines: 1) Set proper objectives and valuate the strategies 2) Define the target 3) Select appropriate media 4) Develop correct message 5) Control prodn and budget 6) Evaluate the effects

Corporate Advertising

Nature and Scope: 1) Corporate ad looking like a product which encourages ppl to trust and enjoy dealing with the company 2) Social service ad to establish repute 3) Corporate ad to convey specific info to the public and at the same time promote the org 4) Product ad taking corporate look to give added value to the product 5) Institutional ad devoted to build consumer attitudes relating to the org. The basic objective is to promote patronage 6) Public issue and financial ads for info as well as for direct campigns

Corporate Advertising

Objectives: 1) Create good citizen image via consistent and dedicated effort 2) Convey orgs commitment to the concerned publics as well as to the masses and eliminate prejudices 3) Boost both employee mnmgt relation and employee morale by enabling all members of the internal public and discover new vitality 4) Raise money from the public which gives rise to demand for resplendent images like financial reliability, leadership, competence etc. 5) On the mktg front its easier and cheaper to sell product or services with less mktg budget

PR Strategies for commercial and non commercial org

PR in Services SectorIn the service sector PR function is meant for marketing something that is intangible. Whenever there are health and safety scares over a particular type of service, the media gives wide publicity to it so that the general public knows about it.

PR in Services Sector

This is done via following PR tools: Publicity through media, press conferences and press releases. Sponsorship of events Public announcements and special publications Involvement in social and community initiatives Lobbying Corporate brochure, inhouse journals and other publicity material.

PR in Services SectorService org.s image is made up of collective experiences, views, attitude and beliefs held about it. Image gaps do exist and are bridged via: Changing the market / publics perception so that it moves closer to the company reality. Changing the company so that it conforms more with the expected image of the market or place.

PR in Manufacturing SectorOne of the imp. Features of mfg. unit is that it affects the life as well as the livelihood of the entire society. The public perception, acceptance and gained trust can take a mfg org quite far or it can sink it.

PR in Government

It has become imp for the govt today to inform and convince the public and win their support.

Objectives of PR in Govt

Note dictation (pg 83)

PR ads in Government

PR ads in Government

PR ads in Government

Strategy for Damage Control

Crisis

A turning point for better or worse.

Steps in Crisis PlanningEmployees could contribute substantially to managing crisis hence its imp to treat all employees with respect both as valued resources and as people. Latent issues should be detected by environmental monitoring but when a crisis occurs, groups tend to form in relation to the event and responds to it by the org and other people.

Crisis PlanningPR person must recognize that info is going to be in great demand. However the PR person will not be able to get much info about the crisis itself ahead of time. Crisis planning involves a few steps.

Steps in Crisis PlanningAccidents do not happen but they are caused; hence disasters should be prevented by all means. The org should be alert and vigilant at all times. They should read the warning signals before disaster strikes. Prevention mechanism should be tested frequently and made fool proof. Company should be able to identify the sensitive issues that may become full blown crisis.

Steps in Crisis PlanningAccording to model crisis procedure, company should prepare, circulate and train concerned persons. No one should feel left out, isolated or confused about their role. Planning and communicating well in advance at proper time can prevent crisis, even minimize the damage to property and life Communication and crisis are two sides of the same coin. Communication plan prepared should be put to use immdly. Eg: ONGC Bombay High gas flare up showed how free flow of communicationled to understanding appreciation and success.

Responding to crisisAt the onset of crisis , Special Communication Plan should be put to use immediately Inform the employees, relevant authorities and concerned public so as to obtain help and assistance to fight crisis During and after crisis, media and org become interdependent hence media action plan would be a critical factor. Its unsafe to avoid the media.

Responding to crisis

Take caution to contain any rumours, which may gain momentum at the onset of the crisis. Inform everyone about the crisis, do not leave any public out of the info process who may be concerned with the org or who may be hit with the crisis. Appoint the companys official spokesperson who must be available to the media from time to time. CEO depends on PR for tactfully handling the situation.

Responding to crisis

PR person needs to have enough data as input inorder to handle the crisis procedure. Its better to cooperate and handle opposite view points sensitively.

Stages of Public Opinion in Crisis

Latent Issue > Event Occurs > Groups form > Debate Occurs > Time Lapses > Public Opinion forms > Social Action Occurs > Group Norms established > Latent issue

Active Communication Program

Step One: In any communication plan the stress is on the corporate mngt that the purpose of communication program is to respond adequately in a moment of crisis. It is to be ensured that the outside world has the feeling that the communication machine is always in existence and it is not an offshoot of an emergent situation.

Active Communication Program

Step Two: The company and its communicators must ensure that the company is in a position to anticipate what the media may want to know. Companies must understand and appreciate that the media serve the public for survival and success and the company cannot just do without the media for its broader relationship with the public

Active Communication Program

Step Three: Provide info to the employees systematically on matters of concern to them as employees and tell them about the ongoing crisis. A well structured employees communication program will be a source of encouragement for them to be involved in the companys crisis situation.

Handling PR in EmergencyEstablish a news headquarters which will keep all the visitors to the site under control. PRO will maintain contact with reporters, make sure they stay in the approved location and provide info in the best interest of the company to them on a timely basis. PRO will check with the mnmgt on the text of the announcements.

Handling PR in EmergencyPRO will be responsible for guiding reporters into the disaster sites if the mnmgt permits such a visit. The facts to be given to the press and the public must remain with the top mnmgt. Responsibility of the PR to operate with the approval of the top mnmgt. Maintain close contact with the members of the media.

Handling PR in EmergencyKeep a list of all the facts given out, with times they were released. Avoids duplication and conflicting reports in case of new developments if the facts should change. Do not release the names of the victim untill you know all the facts. Tell the emdia that the names of the victims could be released only once the next kin has been told of the mishap.

Handling PR in Emergency

When its necessary to admit a fact already known to the press, be sure that the confirmation is limited only to definite info that will not change.

CORPORATE CRISIS COMMUNICATION

Corporate Crisis and CommunicationNews goes viral in a flash. Companies must be ready to respond to disasters swiftly and decisively, using all platforms to communicate with the public. Convey the right messages, in the right tone, to the right people using the right communication channels and make follow up actions.

Corporate Crisis and CommunicationRight messages are those that clearly show that the executives are aware of the situation. State that the action is being taken and giving credible assurances that crisis management teams are in place.

Corporate Crisis and CommunicationThe right tone depends on circumstances. If there is loss of life the company spokesperson should express regret. This helps avoid criticism that the company is insensitive. If there is loss of life, the relatives deserve a personal communication from the companys leader.

Corporate Crisis and Communication

A company needs to broadcast its accurate message before news appears on the internet and before bloggers give their opinions. An increasingly inter connected world also gives executives several channels of communication.

Corporate Crisis and CommunicationIts not necessarily the reality of how a business manages a crisis that will determine its fate. Its how the org is perceived to have managed the crisis. In many ways crisis turns into a very public, very high stakes audit of the managements competence.

Corporate Crisis and Communication - PPRsWhen a crisis occurs, astute companies learn from the experience. Post Performance Reviews (PPRs) can be sobering and educating. These are a records of what transpired, how the company responded, the follow up, the recommendations for the future. Key people involved in the crisis should share their perceptions and

Corporate Crisis and Communication - PPRsCapturing these perspectives in some form (written and electronic) can make them part of the organizations stock of explicit knowledge. Worst case scenarios augmented by PPRs can provide an organization with a valuable resource for the future.

Corporate Crisis and Communication

Examples

The crisis: A syringe was allegedly found in a can of Diet Pepsi in Washington state. The following week, more than 50 reports of Diet Pepsi can tampering sprung up across the country. It turned out to be a hoax. How PepsiCo responded: Both PepsiCo and the FDA were confident that the reports were fabrications, so the company came out hard, defending itself staunchly against the accusations. But PepsiCo didn't make vague statements telling the public to simply trust it. The company produced four videos throughout the crisis, such as a comprehensive report on its soda canning process. The most compelling was a surveillance tape of a woman in a Colorado store putting a syringe into a can of Diet Pepsi behind the store clerk's back. PepsiCo North America CEO Craig Weatherup appeared on news stations armed not only with visual evidence of the bogus reports, but with the explicit support of the FDA. He appeared most notably on Nightline with FDA Commissioner David Kessler, and they both assured the public that Diet Pepsi was safe. The result: The rumors fizzled out within two weeks following multiple arrests by the FDA for filing false reports. Diet Pepsi sales had fallen 2% during the crisis but recovered within a month.

The situation required an aggressive defense because PepsiCo

The crisis: Six of Texaco's African-American employees sued the company for racial discrimination. Damning conversations between Texaco executives that were secretly recorded seemed to confirm the issue.

How Texaco responded: CEO Peter Biljur started off with a public apology and admitted embarrassment. The executives involved were suspended (with pay but without benefits), pending the result of the investigations. Texaco execs went on tour, visiting all branches and sites of the company in person to apologize to the employees, and the company hired African-American owned advertising agency Uniworld Group to run an ad campaign to help douse the flames. The result: The Reverend Jesse Jackson was the most vocal opponent to the company, calling for a boycott, but softened his view after Biljur's response. This was key to the company's image recovery. Texaco settled the suit, agreeing to pay $176 million. Additional discrimination checks for executives and managers put in place by Biljur have prevented the problem from sprouting up again.

Read more: http://www.businessinsider.com/pr-disasters-crisis-management2011-5?op=1#ixzz2HdluaP5A

The crisis: JetBlue's operations collapsed after an ice storm hit the East Coast of the U.S., leading to 1,000 cancelled flights in just five days. How JetBlue responded: CEO David Neeleman never blamed the weather. He wrote a public letter of apology to JetBlue customers, introduced a customer's bill of rights, and presented a detailed list -which included monetary compensation -- of what the company would do to help all the affected passengers. The result: JetBlue didn't dodge the backlash completely. Throngs of enraged passengers toiled in airports for nearly a week, and they had reached their boiling point by the time Neeleman spoke up. But in the weeks that followed, JetBlue managed to quash much of the uproar by being as public and straightforward as possible. Neeleman went on YouTube, the Today Show, Letterman, and Anderson Cooper, not pleading his case, but apologizing for his company's faults. Though there was much reputational damage done, JetBlue's comeback allowed it to regain some of its luster. For an airline that differentiates itself so heavily on customer service, it was crucial that they did. Read more: http://www.businessinsider.com/pr-disasters-crisismanagement-2011-5?op=1#ixzz2HdnZAVBp

Maintaining Corporate Credibility

Executives need to be seen in control. Corporate credibility suffers if executives cannot give firm assurances that their company is taking decisive actions. This may not be easy in a crisis, especially one where emotions are running high.

To Avert Crisis: Communicate Inside OutLesson # 1: What can be know will be known Lesson # 2: Communicate Inside Out Lesson #3: The Message Matters Lesson # 4: Influence the Influencers Lesson # 5: Dont Stonewall the Media

PR Activities in General Meetings

Definition of a group

A collection of individuals who have regular contact and frequent interaction, mutual influence, common feeling of camaraderie, and who work together to achieve a common set of goals.

Group CharacteristicsInsider and Outsider Attributes Aims and Objectives Unity of Purpose Behavioural Pattern Individual Uniqueness The leadership factor Basic feature of a group member Common feelings

Advantages of Group CommunicationContributes to a greater understanding Ensures commitment to the decision taken Better decision making Division of labour according to expertise Prevents occurrence of errors of judgment Gives rise to competition Motivating style of oral comm can easily achieve involvement and encouragement Communication style also covers

Problems of Group CommunicationClash of egos Expensive and time consuming Improper physical and Psychological environment Dealing with problem participants Poor knowledge of procedures Obstruction and silence Dilution of responsibility Appearance of Indecision and Delay

Group Meetings

Five factors which contribute to the result of the meetings are: 1) Create a sense of responsibility among the group members 2) Promote an internal standard of performance 3) Fire an intense urge to excel in the functioning of the group 4) If there are any conflicts, they are to be contained and solutions to the problems to be found.

Group Meetings4) If there are any conflicts, they are to be contained and solutions to the problems to be found. 5)Encourage individual creativity which finally merge into creativity groups.