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Public Relations Public Relations and corporate and corporate
imageimage
INTRODUCTIONINTRODUCTION
Public relations definedPublic relations defined
The deliberate planned and sustained The deliberate planned and sustained effort to institute and maintain mutual effort to institute and maintain mutual understanding between an understanding between an organisation and its publicsorganisation and its publics
Institute of Public Relations (IPR)Institute of Public Relations (IPR)
PUBLIC DEFINED
FUNCTIONS OF PUBLIC FUNCTIONS OF PUBLIC RELATIONSRELATIONS
Specific public relations disciplines includeSpecific public relations disciplines include
Financial public relations ndash providing information Financial public relations ndash providing information mainly to business reportersmainly to business reporters
Consumerlifestyle public relations ndash gaining Consumerlifestyle public relations ndash gaining publicity for a particular product or service rather publicity for a particular product or service rather than using advertisingthan using advertising
Crisis public relations ndash responding to negative Crisis public relations ndash responding to negative accusations or informationaccusations or information
Industry relations ndash providing information to trade Industry relations ndash providing information to trade bodiesbodies
Government relations ndash engaging government Government relations ndash engaging government departments to influence policymakingdepartments to influence policymaking
How has the Role of PR How has the Role of PR ChangedChanged
Traditional RoleTraditional Role Communicating and gaining acceptance of policies Communicating and gaining acceptance of policies
and programs in the communityand programs in the community
New RoleNew Role More marketing-oriented (Marketing Public More marketing-oriented (Marketing Public
Relations ndash MPR)Relations ndash MPR) Operates within a marketing department to Operates within a marketing department to
develop programs and policiesdevelop programs and policies Supports marketing objectives and adds value to Supports marketing objectives and adds value to
the integrated marketing communications programthe integrated marketing communications program Incorporates marketing and corporate PR Incorporates marketing and corporate PR
functionsfunctions
What do PR people doWhat do PR people do
11 Determine the publicrsquos existing Determine the publicrsquos existing attitude toward the firmattitude toward the firm
Helps planningHelps planning Serves as early warning system for Serves as early warning system for
problemsproblems22 Design a PR plan that is proactive Design a PR plan that is proactive
rather than reactiverather than reactive3 3 Execute the planExecute the plan 1048709 1048709 Determine relevant target audiencesDetermine relevant target audiences 1048709 1048709 Decide on toolsDecide on tools44 Determine the effectiveness of the Determine the effectiveness of the
planplan
Public Relations ToolsPublic Relations Tools
House AdsHouse AdsPrepared by the Organization for Use in
Its Own Publication or One Over Which It Has Some Control
Prepared by the Organization for Use in Its Own Publication or One Over Which It
Has Some Control
The Sponsoring Organization Pays for Controlled Media so They Maintain Total Control Over How and When the Message
is Delivered
Corporate(Institutional)Advertising
Corporate(Institutional)Advertising
Designed to Promote a Corporate Image or Viewpoint
Designed to Promote a Corporate Image or Viewpoint
Public Service AnnouncementsPublic Service
AnnouncementsAds Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Ads Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Public Relations ToolsPublic Relations Tools
In-House PublicationsIn-House
Publications
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Displays Exhibits amp
Staged Events
Displays Exhibits amp
Staged Events
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
Speakers Photographs
amp Films
Speakers Photographs
amp Films
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Public Relations ToolsPublic Relations Tools
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Public Relations ToolsPublic Relations Tools
The Media Rather Than the Organization Controls the Use and Placement of Uncontrolled Media
Corporate imageCorporate image
A A corporate imagecorporate image refers to how a refers to how a business is perceived It is a generally business is perceived It is a generally accepted image of what a company stands accepted image of what a company stands for for
A corporations image is not solely created A corporations image is not solely created by the company Other contributors to a by the company Other contributors to a companys image could includecompanys image could include
news media journalists labor unions news media journalists labor unions environmental organisations and environmental organisations and other NGOsother NGOs
Corporate ImageCorporate Image
DefinitionDefinition
Corporate images are selectively Corporate images are selectively perceivedperceived
mental pictures of an organizationThe mental pictures of an organizationThe sum total of these perceived sum total of these perceived characteristics of the corporation is characteristics of the corporation is what we refer to as the ldquocorporate what we refer to as the ldquocorporate imagerdquoimagerdquo
(Zinkhan Ganesh Jaju Hayes)(Zinkhan Ganesh Jaju Hayes)
Who is interested in the Who is interested in the corporate imagecorporate image
The most important groups are The most important groups are
- - StockholdersStockholders who have invested in the company who have invested in the company- - Board of DirectorsBoard of Directors who manage the company who manage the company- - EmployeesEmployees who is in middle management and who is in middle management and
belowbelow- - SuppliersSuppliers who supplies any kinds of materials and who supplies any kinds of materials and
services (banks)services (banks)- - Channel membersChannel members who are involved in the who are involved in the
distribution networkdistribution network- - CustomersCustomers who purchase the companyrsquos products who purchase the companyrsquos products
andor servicesandor services- - CommunityCommunity who asses the companyrsquos role as who asses the companyrsquos role as
corporate citizencorporate citizen
Benefits of an effective Benefits of an effective corporate image corporate image
stimulating salesstimulating sales establishing company goodwillestablishing company goodwill creating an identity for employeescreating an identity for employees influencing investors and financial influencing investors and financial
institutionsinstitutions promoting favourable relations with the promoting favourable relations with the
community government and opinion community government and opinion leadersleaders
achieving a competitive positionachieving a competitive position
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
INTRODUCTIONINTRODUCTION
Public relations definedPublic relations defined
The deliberate planned and sustained The deliberate planned and sustained effort to institute and maintain mutual effort to institute and maintain mutual understanding between an understanding between an organisation and its publicsorganisation and its publics
Institute of Public Relations (IPR)Institute of Public Relations (IPR)
PUBLIC DEFINED
FUNCTIONS OF PUBLIC FUNCTIONS OF PUBLIC RELATIONSRELATIONS
Specific public relations disciplines includeSpecific public relations disciplines include
Financial public relations ndash providing information Financial public relations ndash providing information mainly to business reportersmainly to business reporters
Consumerlifestyle public relations ndash gaining Consumerlifestyle public relations ndash gaining publicity for a particular product or service rather publicity for a particular product or service rather than using advertisingthan using advertising
Crisis public relations ndash responding to negative Crisis public relations ndash responding to negative accusations or informationaccusations or information
Industry relations ndash providing information to trade Industry relations ndash providing information to trade bodiesbodies
Government relations ndash engaging government Government relations ndash engaging government departments to influence policymakingdepartments to influence policymaking
How has the Role of PR How has the Role of PR ChangedChanged
Traditional RoleTraditional Role Communicating and gaining acceptance of policies Communicating and gaining acceptance of policies
and programs in the communityand programs in the community
New RoleNew Role More marketing-oriented (Marketing Public More marketing-oriented (Marketing Public
Relations ndash MPR)Relations ndash MPR) Operates within a marketing department to Operates within a marketing department to
develop programs and policiesdevelop programs and policies Supports marketing objectives and adds value to Supports marketing objectives and adds value to
the integrated marketing communications programthe integrated marketing communications program Incorporates marketing and corporate PR Incorporates marketing and corporate PR
functionsfunctions
What do PR people doWhat do PR people do
11 Determine the publicrsquos existing Determine the publicrsquos existing attitude toward the firmattitude toward the firm
Helps planningHelps planning Serves as early warning system for Serves as early warning system for
problemsproblems22 Design a PR plan that is proactive Design a PR plan that is proactive
rather than reactiverather than reactive3 3 Execute the planExecute the plan 1048709 1048709 Determine relevant target audiencesDetermine relevant target audiences 1048709 1048709 Decide on toolsDecide on tools44 Determine the effectiveness of the Determine the effectiveness of the
planplan
Public Relations ToolsPublic Relations Tools
House AdsHouse AdsPrepared by the Organization for Use in
Its Own Publication or One Over Which It Has Some Control
Prepared by the Organization for Use in Its Own Publication or One Over Which It
Has Some Control
The Sponsoring Organization Pays for Controlled Media so They Maintain Total Control Over How and When the Message
is Delivered
Corporate(Institutional)Advertising
Corporate(Institutional)Advertising
Designed to Promote a Corporate Image or Viewpoint
Designed to Promote a Corporate Image or Viewpoint
Public Service AnnouncementsPublic Service
AnnouncementsAds Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Ads Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Public Relations ToolsPublic Relations Tools
In-House PublicationsIn-House
Publications
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Displays Exhibits amp
Staged Events
Displays Exhibits amp
Staged Events
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
Speakers Photographs
amp Films
Speakers Photographs
amp Films
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Public Relations ToolsPublic Relations Tools
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Public Relations ToolsPublic Relations Tools
The Media Rather Than the Organization Controls the Use and Placement of Uncontrolled Media
Corporate imageCorporate image
A A corporate imagecorporate image refers to how a refers to how a business is perceived It is a generally business is perceived It is a generally accepted image of what a company stands accepted image of what a company stands for for
A corporations image is not solely created A corporations image is not solely created by the company Other contributors to a by the company Other contributors to a companys image could includecompanys image could include
news media journalists labor unions news media journalists labor unions environmental organisations and environmental organisations and other NGOsother NGOs
Corporate ImageCorporate Image
DefinitionDefinition
Corporate images are selectively Corporate images are selectively perceivedperceived
mental pictures of an organizationThe mental pictures of an organizationThe sum total of these perceived sum total of these perceived characteristics of the corporation is characteristics of the corporation is what we refer to as the ldquocorporate what we refer to as the ldquocorporate imagerdquoimagerdquo
(Zinkhan Ganesh Jaju Hayes)(Zinkhan Ganesh Jaju Hayes)
Who is interested in the Who is interested in the corporate imagecorporate image
The most important groups are The most important groups are
- - StockholdersStockholders who have invested in the company who have invested in the company- - Board of DirectorsBoard of Directors who manage the company who manage the company- - EmployeesEmployees who is in middle management and who is in middle management and
belowbelow- - SuppliersSuppliers who supplies any kinds of materials and who supplies any kinds of materials and
services (banks)services (banks)- - Channel membersChannel members who are involved in the who are involved in the
distribution networkdistribution network- - CustomersCustomers who purchase the companyrsquos products who purchase the companyrsquos products
andor servicesandor services- - CommunityCommunity who asses the companyrsquos role as who asses the companyrsquos role as
corporate citizencorporate citizen
Benefits of an effective Benefits of an effective corporate image corporate image
stimulating salesstimulating sales establishing company goodwillestablishing company goodwill creating an identity for employeescreating an identity for employees influencing investors and financial influencing investors and financial
institutionsinstitutions promoting favourable relations with the promoting favourable relations with the
community government and opinion community government and opinion leadersleaders
achieving a competitive positionachieving a competitive position
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
PUBLIC DEFINED
FUNCTIONS OF PUBLIC FUNCTIONS OF PUBLIC RELATIONSRELATIONS
Specific public relations disciplines includeSpecific public relations disciplines include
Financial public relations ndash providing information Financial public relations ndash providing information mainly to business reportersmainly to business reporters
Consumerlifestyle public relations ndash gaining Consumerlifestyle public relations ndash gaining publicity for a particular product or service rather publicity for a particular product or service rather than using advertisingthan using advertising
Crisis public relations ndash responding to negative Crisis public relations ndash responding to negative accusations or informationaccusations or information
Industry relations ndash providing information to trade Industry relations ndash providing information to trade bodiesbodies
Government relations ndash engaging government Government relations ndash engaging government departments to influence policymakingdepartments to influence policymaking
How has the Role of PR How has the Role of PR ChangedChanged
Traditional RoleTraditional Role Communicating and gaining acceptance of policies Communicating and gaining acceptance of policies
and programs in the communityand programs in the community
New RoleNew Role More marketing-oriented (Marketing Public More marketing-oriented (Marketing Public
Relations ndash MPR)Relations ndash MPR) Operates within a marketing department to Operates within a marketing department to
develop programs and policiesdevelop programs and policies Supports marketing objectives and adds value to Supports marketing objectives and adds value to
the integrated marketing communications programthe integrated marketing communications program Incorporates marketing and corporate PR Incorporates marketing and corporate PR
functionsfunctions
What do PR people doWhat do PR people do
11 Determine the publicrsquos existing Determine the publicrsquos existing attitude toward the firmattitude toward the firm
Helps planningHelps planning Serves as early warning system for Serves as early warning system for
problemsproblems22 Design a PR plan that is proactive Design a PR plan that is proactive
rather than reactiverather than reactive3 3 Execute the planExecute the plan 1048709 1048709 Determine relevant target audiencesDetermine relevant target audiences 1048709 1048709 Decide on toolsDecide on tools44 Determine the effectiveness of the Determine the effectiveness of the
planplan
Public Relations ToolsPublic Relations Tools
House AdsHouse AdsPrepared by the Organization for Use in
Its Own Publication or One Over Which It Has Some Control
Prepared by the Organization for Use in Its Own Publication or One Over Which It
Has Some Control
The Sponsoring Organization Pays for Controlled Media so They Maintain Total Control Over How and When the Message
is Delivered
Corporate(Institutional)Advertising
Corporate(Institutional)Advertising
Designed to Promote a Corporate Image or Viewpoint
Designed to Promote a Corporate Image or Viewpoint
Public Service AnnouncementsPublic Service
AnnouncementsAds Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Ads Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Public Relations ToolsPublic Relations Tools
In-House PublicationsIn-House
Publications
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Displays Exhibits amp
Staged Events
Displays Exhibits amp
Staged Events
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
Speakers Photographs
amp Films
Speakers Photographs
amp Films
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Public Relations ToolsPublic Relations Tools
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Public Relations ToolsPublic Relations Tools
The Media Rather Than the Organization Controls the Use and Placement of Uncontrolled Media
Corporate imageCorporate image
A A corporate imagecorporate image refers to how a refers to how a business is perceived It is a generally business is perceived It is a generally accepted image of what a company stands accepted image of what a company stands for for
A corporations image is not solely created A corporations image is not solely created by the company Other contributors to a by the company Other contributors to a companys image could includecompanys image could include
news media journalists labor unions news media journalists labor unions environmental organisations and environmental organisations and other NGOsother NGOs
Corporate ImageCorporate Image
DefinitionDefinition
Corporate images are selectively Corporate images are selectively perceivedperceived
mental pictures of an organizationThe mental pictures of an organizationThe sum total of these perceived sum total of these perceived characteristics of the corporation is characteristics of the corporation is what we refer to as the ldquocorporate what we refer to as the ldquocorporate imagerdquoimagerdquo
(Zinkhan Ganesh Jaju Hayes)(Zinkhan Ganesh Jaju Hayes)
Who is interested in the Who is interested in the corporate imagecorporate image
The most important groups are The most important groups are
- - StockholdersStockholders who have invested in the company who have invested in the company- - Board of DirectorsBoard of Directors who manage the company who manage the company- - EmployeesEmployees who is in middle management and who is in middle management and
belowbelow- - SuppliersSuppliers who supplies any kinds of materials and who supplies any kinds of materials and
services (banks)services (banks)- - Channel membersChannel members who are involved in the who are involved in the
distribution networkdistribution network- - CustomersCustomers who purchase the companyrsquos products who purchase the companyrsquos products
andor servicesandor services- - CommunityCommunity who asses the companyrsquos role as who asses the companyrsquos role as
corporate citizencorporate citizen
Benefits of an effective Benefits of an effective corporate image corporate image
stimulating salesstimulating sales establishing company goodwillestablishing company goodwill creating an identity for employeescreating an identity for employees influencing investors and financial influencing investors and financial
institutionsinstitutions promoting favourable relations with the promoting favourable relations with the
community government and opinion community government and opinion leadersleaders
achieving a competitive positionachieving a competitive position
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
FUNCTIONS OF PUBLIC FUNCTIONS OF PUBLIC RELATIONSRELATIONS
Specific public relations disciplines includeSpecific public relations disciplines include
Financial public relations ndash providing information Financial public relations ndash providing information mainly to business reportersmainly to business reporters
Consumerlifestyle public relations ndash gaining Consumerlifestyle public relations ndash gaining publicity for a particular product or service rather publicity for a particular product or service rather than using advertisingthan using advertising
Crisis public relations ndash responding to negative Crisis public relations ndash responding to negative accusations or informationaccusations or information
Industry relations ndash providing information to trade Industry relations ndash providing information to trade bodiesbodies
Government relations ndash engaging government Government relations ndash engaging government departments to influence policymakingdepartments to influence policymaking
How has the Role of PR How has the Role of PR ChangedChanged
Traditional RoleTraditional Role Communicating and gaining acceptance of policies Communicating and gaining acceptance of policies
and programs in the communityand programs in the community
New RoleNew Role More marketing-oriented (Marketing Public More marketing-oriented (Marketing Public
Relations ndash MPR)Relations ndash MPR) Operates within a marketing department to Operates within a marketing department to
develop programs and policiesdevelop programs and policies Supports marketing objectives and adds value to Supports marketing objectives and adds value to
the integrated marketing communications programthe integrated marketing communications program Incorporates marketing and corporate PR Incorporates marketing and corporate PR
functionsfunctions
What do PR people doWhat do PR people do
11 Determine the publicrsquos existing Determine the publicrsquos existing attitude toward the firmattitude toward the firm
Helps planningHelps planning Serves as early warning system for Serves as early warning system for
problemsproblems22 Design a PR plan that is proactive Design a PR plan that is proactive
rather than reactiverather than reactive3 3 Execute the planExecute the plan 1048709 1048709 Determine relevant target audiencesDetermine relevant target audiences 1048709 1048709 Decide on toolsDecide on tools44 Determine the effectiveness of the Determine the effectiveness of the
planplan
Public Relations ToolsPublic Relations Tools
House AdsHouse AdsPrepared by the Organization for Use in
Its Own Publication or One Over Which It Has Some Control
Prepared by the Organization for Use in Its Own Publication or One Over Which It
Has Some Control
The Sponsoring Organization Pays for Controlled Media so They Maintain Total Control Over How and When the Message
is Delivered
Corporate(Institutional)Advertising
Corporate(Institutional)Advertising
Designed to Promote a Corporate Image or Viewpoint
Designed to Promote a Corporate Image or Viewpoint
Public Service AnnouncementsPublic Service
AnnouncementsAds Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Ads Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Public Relations ToolsPublic Relations Tools
In-House PublicationsIn-House
Publications
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Displays Exhibits amp
Staged Events
Displays Exhibits amp
Staged Events
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
Speakers Photographs
amp Films
Speakers Photographs
amp Films
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Public Relations ToolsPublic Relations Tools
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Public Relations ToolsPublic Relations Tools
The Media Rather Than the Organization Controls the Use and Placement of Uncontrolled Media
Corporate imageCorporate image
A A corporate imagecorporate image refers to how a refers to how a business is perceived It is a generally business is perceived It is a generally accepted image of what a company stands accepted image of what a company stands for for
A corporations image is not solely created A corporations image is not solely created by the company Other contributors to a by the company Other contributors to a companys image could includecompanys image could include
news media journalists labor unions news media journalists labor unions environmental organisations and environmental organisations and other NGOsother NGOs
Corporate ImageCorporate Image
DefinitionDefinition
Corporate images are selectively Corporate images are selectively perceivedperceived
mental pictures of an organizationThe mental pictures of an organizationThe sum total of these perceived sum total of these perceived characteristics of the corporation is characteristics of the corporation is what we refer to as the ldquocorporate what we refer to as the ldquocorporate imagerdquoimagerdquo
(Zinkhan Ganesh Jaju Hayes)(Zinkhan Ganesh Jaju Hayes)
Who is interested in the Who is interested in the corporate imagecorporate image
The most important groups are The most important groups are
- - StockholdersStockholders who have invested in the company who have invested in the company- - Board of DirectorsBoard of Directors who manage the company who manage the company- - EmployeesEmployees who is in middle management and who is in middle management and
belowbelow- - SuppliersSuppliers who supplies any kinds of materials and who supplies any kinds of materials and
services (banks)services (banks)- - Channel membersChannel members who are involved in the who are involved in the
distribution networkdistribution network- - CustomersCustomers who purchase the companyrsquos products who purchase the companyrsquos products
andor servicesandor services- - CommunityCommunity who asses the companyrsquos role as who asses the companyrsquos role as
corporate citizencorporate citizen
Benefits of an effective Benefits of an effective corporate image corporate image
stimulating salesstimulating sales establishing company goodwillestablishing company goodwill creating an identity for employeescreating an identity for employees influencing investors and financial influencing investors and financial
institutionsinstitutions promoting favourable relations with the promoting favourable relations with the
community government and opinion community government and opinion leadersleaders
achieving a competitive positionachieving a competitive position
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
How has the Role of PR How has the Role of PR ChangedChanged
Traditional RoleTraditional Role Communicating and gaining acceptance of policies Communicating and gaining acceptance of policies
and programs in the communityand programs in the community
New RoleNew Role More marketing-oriented (Marketing Public More marketing-oriented (Marketing Public
Relations ndash MPR)Relations ndash MPR) Operates within a marketing department to Operates within a marketing department to
develop programs and policiesdevelop programs and policies Supports marketing objectives and adds value to Supports marketing objectives and adds value to
the integrated marketing communications programthe integrated marketing communications program Incorporates marketing and corporate PR Incorporates marketing and corporate PR
functionsfunctions
What do PR people doWhat do PR people do
11 Determine the publicrsquos existing Determine the publicrsquos existing attitude toward the firmattitude toward the firm
Helps planningHelps planning Serves as early warning system for Serves as early warning system for
problemsproblems22 Design a PR plan that is proactive Design a PR plan that is proactive
rather than reactiverather than reactive3 3 Execute the planExecute the plan 1048709 1048709 Determine relevant target audiencesDetermine relevant target audiences 1048709 1048709 Decide on toolsDecide on tools44 Determine the effectiveness of the Determine the effectiveness of the
planplan
Public Relations ToolsPublic Relations Tools
House AdsHouse AdsPrepared by the Organization for Use in
Its Own Publication or One Over Which It Has Some Control
Prepared by the Organization for Use in Its Own Publication or One Over Which It
Has Some Control
The Sponsoring Organization Pays for Controlled Media so They Maintain Total Control Over How and When the Message
is Delivered
Corporate(Institutional)Advertising
Corporate(Institutional)Advertising
Designed to Promote a Corporate Image or Viewpoint
Designed to Promote a Corporate Image or Viewpoint
Public Service AnnouncementsPublic Service
AnnouncementsAds Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Ads Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Public Relations ToolsPublic Relations Tools
In-House PublicationsIn-House
Publications
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Displays Exhibits amp
Staged Events
Displays Exhibits amp
Staged Events
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
Speakers Photographs
amp Films
Speakers Photographs
amp Films
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Public Relations ToolsPublic Relations Tools
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Public Relations ToolsPublic Relations Tools
The Media Rather Than the Organization Controls the Use and Placement of Uncontrolled Media
Corporate imageCorporate image
A A corporate imagecorporate image refers to how a refers to how a business is perceived It is a generally business is perceived It is a generally accepted image of what a company stands accepted image of what a company stands for for
A corporations image is not solely created A corporations image is not solely created by the company Other contributors to a by the company Other contributors to a companys image could includecompanys image could include
news media journalists labor unions news media journalists labor unions environmental organisations and environmental organisations and other NGOsother NGOs
Corporate ImageCorporate Image
DefinitionDefinition
Corporate images are selectively Corporate images are selectively perceivedperceived
mental pictures of an organizationThe mental pictures of an organizationThe sum total of these perceived sum total of these perceived characteristics of the corporation is characteristics of the corporation is what we refer to as the ldquocorporate what we refer to as the ldquocorporate imagerdquoimagerdquo
(Zinkhan Ganesh Jaju Hayes)(Zinkhan Ganesh Jaju Hayes)
Who is interested in the Who is interested in the corporate imagecorporate image
The most important groups are The most important groups are
- - StockholdersStockholders who have invested in the company who have invested in the company- - Board of DirectorsBoard of Directors who manage the company who manage the company- - EmployeesEmployees who is in middle management and who is in middle management and
belowbelow- - SuppliersSuppliers who supplies any kinds of materials and who supplies any kinds of materials and
services (banks)services (banks)- - Channel membersChannel members who are involved in the who are involved in the
distribution networkdistribution network- - CustomersCustomers who purchase the companyrsquos products who purchase the companyrsquos products
andor servicesandor services- - CommunityCommunity who asses the companyrsquos role as who asses the companyrsquos role as
corporate citizencorporate citizen
Benefits of an effective Benefits of an effective corporate image corporate image
stimulating salesstimulating sales establishing company goodwillestablishing company goodwill creating an identity for employeescreating an identity for employees influencing investors and financial influencing investors and financial
institutionsinstitutions promoting favourable relations with the promoting favourable relations with the
community government and opinion community government and opinion leadersleaders
achieving a competitive positionachieving a competitive position
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
What do PR people doWhat do PR people do
11 Determine the publicrsquos existing Determine the publicrsquos existing attitude toward the firmattitude toward the firm
Helps planningHelps planning Serves as early warning system for Serves as early warning system for
problemsproblems22 Design a PR plan that is proactive Design a PR plan that is proactive
rather than reactiverather than reactive3 3 Execute the planExecute the plan 1048709 1048709 Determine relevant target audiencesDetermine relevant target audiences 1048709 1048709 Decide on toolsDecide on tools44 Determine the effectiveness of the Determine the effectiveness of the
planplan
Public Relations ToolsPublic Relations Tools
House AdsHouse AdsPrepared by the Organization for Use in
Its Own Publication or One Over Which It Has Some Control
Prepared by the Organization for Use in Its Own Publication or One Over Which It
Has Some Control
The Sponsoring Organization Pays for Controlled Media so They Maintain Total Control Over How and When the Message
is Delivered
Corporate(Institutional)Advertising
Corporate(Institutional)Advertising
Designed to Promote a Corporate Image or Viewpoint
Designed to Promote a Corporate Image or Viewpoint
Public Service AnnouncementsPublic Service
AnnouncementsAds Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Ads Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Public Relations ToolsPublic Relations Tools
In-House PublicationsIn-House
Publications
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Displays Exhibits amp
Staged Events
Displays Exhibits amp
Staged Events
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
Speakers Photographs
amp Films
Speakers Photographs
amp Films
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Public Relations ToolsPublic Relations Tools
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Public Relations ToolsPublic Relations Tools
The Media Rather Than the Organization Controls the Use and Placement of Uncontrolled Media
Corporate imageCorporate image
A A corporate imagecorporate image refers to how a refers to how a business is perceived It is a generally business is perceived It is a generally accepted image of what a company stands accepted image of what a company stands for for
A corporations image is not solely created A corporations image is not solely created by the company Other contributors to a by the company Other contributors to a companys image could includecompanys image could include
news media journalists labor unions news media journalists labor unions environmental organisations and environmental organisations and other NGOsother NGOs
Corporate ImageCorporate Image
DefinitionDefinition
Corporate images are selectively Corporate images are selectively perceivedperceived
mental pictures of an organizationThe mental pictures of an organizationThe sum total of these perceived sum total of these perceived characteristics of the corporation is characteristics of the corporation is what we refer to as the ldquocorporate what we refer to as the ldquocorporate imagerdquoimagerdquo
(Zinkhan Ganesh Jaju Hayes)(Zinkhan Ganesh Jaju Hayes)
Who is interested in the Who is interested in the corporate imagecorporate image
The most important groups are The most important groups are
- - StockholdersStockholders who have invested in the company who have invested in the company- - Board of DirectorsBoard of Directors who manage the company who manage the company- - EmployeesEmployees who is in middle management and who is in middle management and
belowbelow- - SuppliersSuppliers who supplies any kinds of materials and who supplies any kinds of materials and
services (banks)services (banks)- - Channel membersChannel members who are involved in the who are involved in the
distribution networkdistribution network- - CustomersCustomers who purchase the companyrsquos products who purchase the companyrsquos products
andor servicesandor services- - CommunityCommunity who asses the companyrsquos role as who asses the companyrsquos role as
corporate citizencorporate citizen
Benefits of an effective Benefits of an effective corporate image corporate image
stimulating salesstimulating sales establishing company goodwillestablishing company goodwill creating an identity for employeescreating an identity for employees influencing investors and financial influencing investors and financial
institutionsinstitutions promoting favourable relations with the promoting favourable relations with the
community government and opinion community government and opinion leadersleaders
achieving a competitive positionachieving a competitive position
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
Public Relations ToolsPublic Relations Tools
House AdsHouse AdsPrepared by the Organization for Use in
Its Own Publication or One Over Which It Has Some Control
Prepared by the Organization for Use in Its Own Publication or One Over Which It
Has Some Control
The Sponsoring Organization Pays for Controlled Media so They Maintain Total Control Over How and When the Message
is Delivered
Corporate(Institutional)Advertising
Corporate(Institutional)Advertising
Designed to Promote a Corporate Image or Viewpoint
Designed to Promote a Corporate Image or Viewpoint
Public Service AnnouncementsPublic Service
AnnouncementsAds Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Ads Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Public Relations ToolsPublic Relations Tools
In-House PublicationsIn-House
Publications
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Displays Exhibits amp
Staged Events
Displays Exhibits amp
Staged Events
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
Speakers Photographs
amp Films
Speakers Photographs
amp Films
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Public Relations ToolsPublic Relations Tools
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Public Relations ToolsPublic Relations Tools
The Media Rather Than the Organization Controls the Use and Placement of Uncontrolled Media
Corporate imageCorporate image
A A corporate imagecorporate image refers to how a refers to how a business is perceived It is a generally business is perceived It is a generally accepted image of what a company stands accepted image of what a company stands for for
A corporations image is not solely created A corporations image is not solely created by the company Other contributors to a by the company Other contributors to a companys image could includecompanys image could include
news media journalists labor unions news media journalists labor unions environmental organisations and environmental organisations and other NGOsother NGOs
Corporate ImageCorporate Image
DefinitionDefinition
Corporate images are selectively Corporate images are selectively perceivedperceived
mental pictures of an organizationThe mental pictures of an organizationThe sum total of these perceived sum total of these perceived characteristics of the corporation is characteristics of the corporation is what we refer to as the ldquocorporate what we refer to as the ldquocorporate imagerdquoimagerdquo
(Zinkhan Ganesh Jaju Hayes)(Zinkhan Ganesh Jaju Hayes)
Who is interested in the Who is interested in the corporate imagecorporate image
The most important groups are The most important groups are
- - StockholdersStockholders who have invested in the company who have invested in the company- - Board of DirectorsBoard of Directors who manage the company who manage the company- - EmployeesEmployees who is in middle management and who is in middle management and
belowbelow- - SuppliersSuppliers who supplies any kinds of materials and who supplies any kinds of materials and
services (banks)services (banks)- - Channel membersChannel members who are involved in the who are involved in the
distribution networkdistribution network- - CustomersCustomers who purchase the companyrsquos products who purchase the companyrsquos products
andor servicesandor services- - CommunityCommunity who asses the companyrsquos role as who asses the companyrsquos role as
corporate citizencorporate citizen
Benefits of an effective Benefits of an effective corporate image corporate image
stimulating salesstimulating sales establishing company goodwillestablishing company goodwill creating an identity for employeescreating an identity for employees influencing investors and financial influencing investors and financial
institutionsinstitutions promoting favourable relations with the promoting favourable relations with the
community government and opinion community government and opinion leadersleaders
achieving a competitive positionachieving a competitive position
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
House AdsHouse AdsPrepared by the Organization for Use in
Its Own Publication or One Over Which It Has Some Control
Prepared by the Organization for Use in Its Own Publication or One Over Which It
Has Some Control
The Sponsoring Organization Pays for Controlled Media so They Maintain Total Control Over How and When the Message
is Delivered
Corporate(Institutional)Advertising
Corporate(Institutional)Advertising
Designed to Promote a Corporate Image or Viewpoint
Designed to Promote a Corporate Image or Viewpoint
Public Service AnnouncementsPublic Service
AnnouncementsAds Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Ads Designed by Charitable or Civic Organizations for Broadcast Free of
Charge
Public Relations ToolsPublic Relations Tools
In-House PublicationsIn-House
Publications
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Displays Exhibits amp
Staged Events
Displays Exhibits amp
Staged Events
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
Speakers Photographs
amp Films
Speakers Photographs
amp Films
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Public Relations ToolsPublic Relations Tools
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Public Relations ToolsPublic Relations Tools
The Media Rather Than the Organization Controls the Use and Placement of Uncontrolled Media
Corporate imageCorporate image
A A corporate imagecorporate image refers to how a refers to how a business is perceived It is a generally business is perceived It is a generally accepted image of what a company stands accepted image of what a company stands for for
A corporations image is not solely created A corporations image is not solely created by the company Other contributors to a by the company Other contributors to a companys image could includecompanys image could include
news media journalists labor unions news media journalists labor unions environmental organisations and environmental organisations and other NGOsother NGOs
Corporate ImageCorporate Image
DefinitionDefinition
Corporate images are selectively Corporate images are selectively perceivedperceived
mental pictures of an organizationThe mental pictures of an organizationThe sum total of these perceived sum total of these perceived characteristics of the corporation is characteristics of the corporation is what we refer to as the ldquocorporate what we refer to as the ldquocorporate imagerdquoimagerdquo
(Zinkhan Ganesh Jaju Hayes)(Zinkhan Ganesh Jaju Hayes)
Who is interested in the Who is interested in the corporate imagecorporate image
The most important groups are The most important groups are
- - StockholdersStockholders who have invested in the company who have invested in the company- - Board of DirectorsBoard of Directors who manage the company who manage the company- - EmployeesEmployees who is in middle management and who is in middle management and
belowbelow- - SuppliersSuppliers who supplies any kinds of materials and who supplies any kinds of materials and
services (banks)services (banks)- - Channel membersChannel members who are involved in the who are involved in the
distribution networkdistribution network- - CustomersCustomers who purchase the companyrsquos products who purchase the companyrsquos products
andor servicesandor services- - CommunityCommunity who asses the companyrsquos role as who asses the companyrsquos role as
corporate citizencorporate citizen
Benefits of an effective Benefits of an effective corporate image corporate image
stimulating salesstimulating sales establishing company goodwillestablishing company goodwill creating an identity for employeescreating an identity for employees influencing investors and financial influencing investors and financial
institutionsinstitutions promoting favourable relations with the promoting favourable relations with the
community government and opinion community government and opinion leadersleaders
achieving a competitive positionachieving a competitive position
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
In-House PublicationsIn-House
Publications
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Publications Such as Pamphlets Booklets and Annual Reports for an
Organizationrsquos Own Employees and Other Publics
Displays Exhibits amp
Staged Events
Displays Exhibits amp
Staged Events
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours
Speakers Photographs
amp Films
Speakers Photographs
amp Films
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Maintaining Visual Contact With the Various Publics is a Big Part of PR
Public Relations ToolsPublic Relations Tools
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Public Relations ToolsPublic Relations Tools
The Media Rather Than the Organization Controls the Use and Placement of Uncontrolled Media
Corporate imageCorporate image
A A corporate imagecorporate image refers to how a refers to how a business is perceived It is a generally business is perceived It is a generally accepted image of what a company stands accepted image of what a company stands for for
A corporations image is not solely created A corporations image is not solely created by the company Other contributors to a by the company Other contributors to a companys image could includecompanys image could include
news media journalists labor unions news media journalists labor unions environmental organisations and environmental organisations and other NGOsother NGOs
Corporate ImageCorporate Image
DefinitionDefinition
Corporate images are selectively Corporate images are selectively perceivedperceived
mental pictures of an organizationThe mental pictures of an organizationThe sum total of these perceived sum total of these perceived characteristics of the corporation is characteristics of the corporation is what we refer to as the ldquocorporate what we refer to as the ldquocorporate imagerdquoimagerdquo
(Zinkhan Ganesh Jaju Hayes)(Zinkhan Ganesh Jaju Hayes)
Who is interested in the Who is interested in the corporate imagecorporate image
The most important groups are The most important groups are
- - StockholdersStockholders who have invested in the company who have invested in the company- - Board of DirectorsBoard of Directors who manage the company who manage the company- - EmployeesEmployees who is in middle management and who is in middle management and
belowbelow- - SuppliersSuppliers who supplies any kinds of materials and who supplies any kinds of materials and
services (banks)services (banks)- - Channel membersChannel members who are involved in the who are involved in the
distribution networkdistribution network- - CustomersCustomers who purchase the companyrsquos products who purchase the companyrsquos products
andor servicesandor services- - CommunityCommunity who asses the companyrsquos role as who asses the companyrsquos role as
corporate citizencorporate citizen
Benefits of an effective Benefits of an effective corporate image corporate image
stimulating salesstimulating sales establishing company goodwillestablishing company goodwill creating an identity for employeescreating an identity for employees influencing investors and financial influencing investors and financial
institutionsinstitutions promoting favourable relations with the promoting favourable relations with the
community government and opinion community government and opinion leadersleaders
achieving a competitive positionachieving a competitive position
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Press Conference
Convening Media RepsTo Make a Statement
Risky Because MediaMay Not See CompanyrsquosAnnouncement as Being
Real News
May Distribute Press Kits
Public Relations ToolsPublic Relations Tools
The Media Rather Than the Organization Controls the Use and Placement of Uncontrolled Media
Corporate imageCorporate image
A A corporate imagecorporate image refers to how a refers to how a business is perceived It is a generally business is perceived It is a generally accepted image of what a company stands accepted image of what a company stands for for
A corporations image is not solely created A corporations image is not solely created by the company Other contributors to a by the company Other contributors to a companys image could includecompanys image could include
news media journalists labor unions news media journalists labor unions environmental organisations and environmental organisations and other NGOsother NGOs
Corporate ImageCorporate Image
DefinitionDefinition
Corporate images are selectively Corporate images are selectively perceivedperceived
mental pictures of an organizationThe mental pictures of an organizationThe sum total of these perceived sum total of these perceived characteristics of the corporation is characteristics of the corporation is what we refer to as the ldquocorporate what we refer to as the ldquocorporate imagerdquoimagerdquo
(Zinkhan Ganesh Jaju Hayes)(Zinkhan Ganesh Jaju Hayes)
Who is interested in the Who is interested in the corporate imagecorporate image
The most important groups are The most important groups are
- - StockholdersStockholders who have invested in the company who have invested in the company- - Board of DirectorsBoard of Directors who manage the company who manage the company- - EmployeesEmployees who is in middle management and who is in middle management and
belowbelow- - SuppliersSuppliers who supplies any kinds of materials and who supplies any kinds of materials and
services (banks)services (banks)- - Channel membersChannel members who are involved in the who are involved in the
distribution networkdistribution network- - CustomersCustomers who purchase the companyrsquos products who purchase the companyrsquos products
andor servicesandor services- - CommunityCommunity who asses the companyrsquos role as who asses the companyrsquos role as
corporate citizencorporate citizen
Benefits of an effective Benefits of an effective corporate image corporate image
stimulating salesstimulating sales establishing company goodwillestablishing company goodwill creating an identity for employeescreating an identity for employees influencing investors and financial influencing investors and financial
institutionsinstitutions promoting favourable relations with the promoting favourable relations with the
community government and opinion community government and opinion leadersleaders
achieving a competitive positionachieving a competitive position
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
Corporate imageCorporate image
A A corporate imagecorporate image refers to how a refers to how a business is perceived It is a generally business is perceived It is a generally accepted image of what a company stands accepted image of what a company stands for for
A corporations image is not solely created A corporations image is not solely created by the company Other contributors to a by the company Other contributors to a companys image could includecompanys image could include
news media journalists labor unions news media journalists labor unions environmental organisations and environmental organisations and other NGOsother NGOs
Corporate ImageCorporate Image
DefinitionDefinition
Corporate images are selectively Corporate images are selectively perceivedperceived
mental pictures of an organizationThe mental pictures of an organizationThe sum total of these perceived sum total of these perceived characteristics of the corporation is characteristics of the corporation is what we refer to as the ldquocorporate what we refer to as the ldquocorporate imagerdquoimagerdquo
(Zinkhan Ganesh Jaju Hayes)(Zinkhan Ganesh Jaju Hayes)
Who is interested in the Who is interested in the corporate imagecorporate image
The most important groups are The most important groups are
- - StockholdersStockholders who have invested in the company who have invested in the company- - Board of DirectorsBoard of Directors who manage the company who manage the company- - EmployeesEmployees who is in middle management and who is in middle management and
belowbelow- - SuppliersSuppliers who supplies any kinds of materials and who supplies any kinds of materials and
services (banks)services (banks)- - Channel membersChannel members who are involved in the who are involved in the
distribution networkdistribution network- - CustomersCustomers who purchase the companyrsquos products who purchase the companyrsquos products
andor servicesandor services- - CommunityCommunity who asses the companyrsquos role as who asses the companyrsquos role as
corporate citizencorporate citizen
Benefits of an effective Benefits of an effective corporate image corporate image
stimulating salesstimulating sales establishing company goodwillestablishing company goodwill creating an identity for employeescreating an identity for employees influencing investors and financial influencing investors and financial
institutionsinstitutions promoting favourable relations with the promoting favourable relations with the
community government and opinion community government and opinion leadersleaders
achieving a competitive positionachieving a competitive position
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
Corporate ImageCorporate Image
DefinitionDefinition
Corporate images are selectively Corporate images are selectively perceivedperceived
mental pictures of an organizationThe mental pictures of an organizationThe sum total of these perceived sum total of these perceived characteristics of the corporation is characteristics of the corporation is what we refer to as the ldquocorporate what we refer to as the ldquocorporate imagerdquoimagerdquo
(Zinkhan Ganesh Jaju Hayes)(Zinkhan Ganesh Jaju Hayes)
Who is interested in the Who is interested in the corporate imagecorporate image
The most important groups are The most important groups are
- - StockholdersStockholders who have invested in the company who have invested in the company- - Board of DirectorsBoard of Directors who manage the company who manage the company- - EmployeesEmployees who is in middle management and who is in middle management and
belowbelow- - SuppliersSuppliers who supplies any kinds of materials and who supplies any kinds of materials and
services (banks)services (banks)- - Channel membersChannel members who are involved in the who are involved in the
distribution networkdistribution network- - CustomersCustomers who purchase the companyrsquos products who purchase the companyrsquos products
andor servicesandor services- - CommunityCommunity who asses the companyrsquos role as who asses the companyrsquos role as
corporate citizencorporate citizen
Benefits of an effective Benefits of an effective corporate image corporate image
stimulating salesstimulating sales establishing company goodwillestablishing company goodwill creating an identity for employeescreating an identity for employees influencing investors and financial influencing investors and financial
institutionsinstitutions promoting favourable relations with the promoting favourable relations with the
community government and opinion community government and opinion leadersleaders
achieving a competitive positionachieving a competitive position
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
Who is interested in the Who is interested in the corporate imagecorporate image
The most important groups are The most important groups are
- - StockholdersStockholders who have invested in the company who have invested in the company- - Board of DirectorsBoard of Directors who manage the company who manage the company- - EmployeesEmployees who is in middle management and who is in middle management and
belowbelow- - SuppliersSuppliers who supplies any kinds of materials and who supplies any kinds of materials and
services (banks)services (banks)- - Channel membersChannel members who are involved in the who are involved in the
distribution networkdistribution network- - CustomersCustomers who purchase the companyrsquos products who purchase the companyrsquos products
andor servicesandor services- - CommunityCommunity who asses the companyrsquos role as who asses the companyrsquos role as
corporate citizencorporate citizen
Benefits of an effective Benefits of an effective corporate image corporate image
stimulating salesstimulating sales establishing company goodwillestablishing company goodwill creating an identity for employeescreating an identity for employees influencing investors and financial influencing investors and financial
institutionsinstitutions promoting favourable relations with the promoting favourable relations with the
community government and opinion community government and opinion leadersleaders
achieving a competitive positionachieving a competitive position
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
Benefits of an effective Benefits of an effective corporate image corporate image
stimulating salesstimulating sales establishing company goodwillestablishing company goodwill creating an identity for employeescreating an identity for employees influencing investors and financial influencing investors and financial
institutionsinstitutions promoting favourable relations with the promoting favourable relations with the
community government and opinion community government and opinion leadersleaders
achieving a competitive positionachieving a competitive position
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
How is Corporate Image How is Corporate Image formedformed
Step 1 Influence and manage corporate Step 1 Influence and manage corporate imageimage
The internal controllable sphere can be The internal controllable sphere can be used to influence the stakeholdersrsquo image used to influence the stakeholdersrsquo image of the organization of the organization
The external factors however can also be The external factors however can also be indirectly manipulatedindirectly manipulated
Internal controllable sphere
External non-controllable sphere
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
Forming a corporate image Forming a corporate image on the internal sphereon the internal sphere
Steps to follow Forming a corporate Steps to follow Forming a corporate image on the internal sphere image on the internal sphere through the six major sourcesthrough the six major sources
1Corporate Identity1Corporate Identity2 Corporate Advertising2 Corporate Advertising 3 Brand Image3 Brand Image4 Public Relations4 Public Relations5 Frontline Employees Behaviour5 Frontline Employees Behaviour 6 Websites6 Websites
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
Forming a corporate imageForming a corporate imageon the external sphereon the external sphere
Steps to followSteps to follow
There are four major sourcesThere are four major sources
1 Industry image 2 Country-of-Origin Image3 Press Reports and Press releases4 Word-of-mouth
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
MARKETING MIXMARKETING MIX
Marketing involves a number of activities To begin Marketing involves a number of activities To begin with an organisation may decide on its target group with an organisation may decide on its target group of customers to be served Once the target group is of customers to be served Once the target group is decided the product is to be placed in the market by decided the product is to be placed in the market by providing the appropriate product price distribution providing the appropriate product price distribution and promotional efforts These are to be combined and promotional efforts These are to be combined or mixed in an appropriate proportion so as to or mixed in an appropriate proportion so as to achieve the marketing goal Such mix of product achieve the marketing goal Such mix of product price distribution and promotional efforts is known price distribution and promotional efforts is known as lsquoMarketing Mixas lsquoMarketing Mix
