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17 Cards in this Set
- Front
- Back
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Today's Modern Corporation
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Large: Wal-Mart $405 billion
Remoteness: Around world Distrust: fewer than 3 in 10 trust Corporate Social Responsibility (CSR) Role of PR |
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Role of PR
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Adopt ethical principles
Pursue transparency, disclosure Make trust key of governance Payoff: avoid reg, employee morale, bottom line |
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Media Relations
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Mutual animosity
Key: need each other Managers Complaints - inaccuracy - incomplete coverage - inadequate research - anti-business bias |
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Reporters Complaints
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Uncooperative, barriers
Uninformative releases Misunderstanding balanced coverage Need fact-based messages |
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Customer Relations
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We rely on customers to operate
Positive experience: tell 11; Negative tell 17 Recalls Integrate customer relations and PR Monitor customer feedback: e-mails, calls, surveys, Twitter, Facebook |
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Customer Relations
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Consumer activists: Ex. PETA Tyson Foods, KFC, Coke
Do: work with ones that want solution; transparency; action Don't: no emotion; no agree to threats; don't expect immediate results Consumer boycotts: refusal to buy the products services of an offending company |
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Employee Relations
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Crucial audience
Issues: layoffs, outsourcing/offshoring Inform employee first; limit misinformation Sexual harassment: policy and liability issues 100 Best Companies - Flextime - EAP - Elder care - Child care - Compressed worksheets - Job sharing |
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Investor Relations (IR)
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Important role in company
SEC regulations In investor relations, a company must disclose information that is adjudged to be material to an investor's decision to buy, sell or hold stock Audiences: financial analysts, investors (institutional & individuals), shareholders, prospective shareholders, financial media, employees |
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Marketing PR (MPR):
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The process of planning, executing, and evaluating programs that encourage purchase and customer satisfaction through credible communication of information and impressions that identify companies and their products with the needs, wants, concerns and interests of consumers.
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Marketing Communications
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Integrated Marketing Communication (IMC)
Product publicity: builds credibility Product placement: integrate into show Cause-related marketing: Ex. American Express/State of Liberty, profit and non-profit join Corporate sponsorships: $10 billion - sports: visibility - cultural: hit opinion leaders |
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Integrated Marketing Communication (IMC):
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Work with advertising, marketing, direct mail. Sales & promotions.
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Corporate Sponsorships
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Enhance image and reputation
Give product brands visibility Focal point for marketing efforts Generate publicity and media coverage |
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Viral Marketing
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Buss, WOM
Ex. Burger King Subservient Chicken: huge numbers Cohort Communication: financial incentive |
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Environmental Relations
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Strong pressure on companies
NGO: Nongovernmental organizations Work toward cooperation, partnership PR Role - present accomplishments - inform management of perceptions - conduct campaigns within company - environmental audit - campaign: positives, crisis plan |
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Corporate Philanthropy
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Individuals give most (75%); Corporations (5%)
Company: don't do for publicity; do it to build Strategic Philanthropy - reputation, brand recognition - increase media opportunities - improve community/government relations - facilitate employee recruitment, retention - enhanced marketing - access to research and development - increase profitability |
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Minorities in the Workforce
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Growth of Women, minorities
Diverse workplace, demands inclusion, respect Ex. Food, religion, holidays |
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Employee Volunteerism
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Offer time
Sabbaticals Day off to help |
