Corporate PR

7/31/2019 Corporate PR

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Corporate Good CitizenshipUse your PR power to show how the company is servingthe public interest by contributing to health, education,

young people and the arts.

Corporate Good DeedsYour good deeds set up a bank account of public good-will that you can use to offset any negative publicity thatmay come your way.

SpeechesCreate additional coverage among opinion leaders andlegislators. Suburban newspaperswith wealthy, educated

readers but very little staffare delighted to run the ideasof an industry expert.

Corporate R&DShow opinion leaders corporate leadership that can meangrowth and how things may be better thanks to a scientificadvance. News of your technological progress increasespublic respect for your management or members.

Corporate IdentityShow what business the company is in today and how ithas been positioned for growth.

Investors and AchieversInfluence people of intelligence by letting the media useyour charts and statistics. Help create a more informedmarket assessment.

Winning in WashingtonPR can help the lobbyist by reaching three key groups

and publishing newsworthy facts.

Broadcast OpportunitiesRadio reaches 140 million people a day. TV and radionews and talk shows are wide open to your stories.


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This successful technique accomplishes three things:1. Gives the top-priority story additional exposure.

2. Gives managements objectives additional support.

3. Adds to cost efficiency. When you have a story,hundreds of additional newspapers will be glad toprint, its probably most cost-efficient to send therelease rather than save money by passing uphundreds of placements.

Why most Fortune 500 companies and 100+associations use NAPS

Newspaper Circulation: Latest figures, according toEditor & Publisher and National Newspaper Association,are about 56 million for dailies (60 million on Sundays)and 96 million for weeklies.

Advertising Expenditures: Marketing executives likeradio. For every two ad dollars spent on magazines,the Newspaper Advertising Association reports, morethan three dollars goes to radio.

Newspapers reach some 150 million Americans a week.As the wealthy have moved from cities to suburbs, thecirculation of suburban weekly newspapers has boomed.Suburban editors cover local news themselves, relying

on PR for business, womens interest, health, travel andtechnology features. Most in demand: news of advancesin health or technology; helpful hints for consumers;and public policy speeches turned into features.

The average annual income per capita in the UnitedStates is over $29,000, reports the Bureau of LaborStatistics. In the top metropolitan areas, average incomeis more than twice that.

Tiers of Joy: If investors and customers in top incometiers are your market, you can increase salesimportantly by creating coverage in the daily andweekly newspapers where wealthy people live, and on

broadcast talk shows heard by affluent homemakerswho dont hold jobs outside the home.

About 70% of dailies have 50,000 circulation and under.Half of all dailies have 25,000 and under. Many hugedailies also welcome camera-ready releases.

Total circulation of dailies is 56 million (60 millionon Sundays) and total circulation of weeklies hasshot up to 96 million, mostly in the wealthy suburbs.

Over half of your clips will be from the top 100markets, increasing your coverage in the richestparts of the richest markets.

Youll love it when field executives mail in clipsfrom their own newspapers and ask if you hadanything to do with those.

Preventative PR: once you increase the number ofnewspapers that are saying positive things aboutyour organization, youll make the thousands ofmediaand millions of readersmore skeptical ofnegative charges that may come along.

If the last person in your job didnt cover suburbannewspapers and you do, youll be able to report atyear end that your releases appeared in more than

twice as many papers as in the previous year. Enjoy the satisfaction of maximizing coverage in major

markets, maximizing coverage among the wealthy andmaximizing coverage because you did more than coverthe minimum laundry list of media.

Hundreds of top PR executives give a story 350 to 700extra placements by covering additional media.

Notice that many companies here went into massmedia not for any lack of coverage elsewhere. You seemany company names all the time. In each case a PRexecutive decided to do not just enough on the storybut to do his or her best.

Most Fortune 500 companies go into the homes of wealthysuburbanitesmillions of them

Create

extracoverageamong people with power


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Six Flags theme parks: Read to Succeed program, thesuccess of the free literacy program told how studentscould get free admission coupons by completing 600minutes of reading. IBM: KidSmart Early Learning program to encourageyoungsters creativity by placing thousands of computersin day care centers. DeVries PR/Procter & Gamble/Pantene: To make thepublic aware of the program to educate women about the

dangers of heart disease, offered tips on maintaining a healthylifestyle to ward off the threat of cardiovascular disease. Carway Communications/Bayer: Making Science SenseProgram to advance literacy through public education. Weber Shandwick Worldwide/Kohls DepartmentStores: Kids Who Care Program, an annual search for themost caring youth in the programoffering prizes tocontest winners.

Coyne PR/Nabisco Fun Fruits: A study co-sponsored tohelp promote the importance of play in a childs life. Weber Shandwick/Campbells: Through the Labels forEducation Program, kids can turn in labels from variousCampbells products to their schools and schools maytrade those in for school equipment.

DeVries PR/Procter & Gamble/

Pantene Condition ForA Cause

Weber Shandwick Worldwide/Kohls Kids Who Care

Six Flags/

Read To Succeed

IBM/KidSmart Early Learning

Carway Communications/Bayer Corporation/

Making Science SenseProgram

Weber ShandwickWorldwide/Campbells

Labels For Education

Coyne PR/Nabisco Fun Fruits/

Childs Right To PlaySurvey


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Abbott Laboratories/Work Life

Social Responsibility

The more people who know of the good deeds,the more protection the company has whensomeone in Congress proposes something thatwould injure the company and its ability to dogood deeds.You accomplish three things with a release like

these:1. Management loves the coverage.2. The public holds the company or association

in higher esteem.3. Without taking much of your time from

other projects, you create abundant coverage. Shepardson/Procter & Gamble: Trick or Treatfor UNICEF to raise funds for immunizations. Abbott Laboratories: Work/Life Programswhich have helped make it one of the Fortunemagazines Best Companies to Work For. Edelman/KFC: Colonels Kids to help

provide families with qualitychild care. Weber Shandwick/Lorillard: TeenH.I.P. GrantProgram awards teens tocreate a youth smokingpreventive program anddonate computer equipment

GoodDeeds

Edelman Worldwide/KFC/Colonels Kids

Weber ShandwickWorldwide/

Lorillard TobaccoCompany/

TeenH.I.P. Program

Shepardson, Stern &Kaminsky/

Procter & Gamble/Trick or Treat for

UNICEF


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Dunwoodie/Heineken/Safe Call/

TIPS

Rubenstein/Equal/African-American

Fighter Pilots Of WWII

Marina Maher/

Procter & Gamble/Secret Teen Self Esteem

Ketchum/

Tropicana/The SearchFor

EverydayHeroes

for their school. Dunwoodie/Heineken : Safe Call/TIPSUniversity Grant Program. Rubenstein/Equal: Honors African-American Fighter Pilots of WWII. Ketchum/Tropicana : The Search forEveryday Heroes of the YMCA Programcontest winners for achieving and sustainingtheir goals received grants to implement theirproposals. Marina Maher/Procter & Gamble/TeenEsteem Tour: Since 1998, Secret Anti-perspirant

and the Partnership for Womens Health atColumbia University to provide girls withskills to build their self esteem and to inspiremore women to serve as mentors to girls. MS&L/Saturn Corporation: with UnitedAuto Worker partners to encourageAmericans to donate blood, tissues andorgans for NationalDonor Day. WeberShandwick

Worldwide/HersheysMilk: The Drive to Read@ Your Library Programto help drive teens to theirnearest libraries. Tyson Foods: Share OurStrength program fightinghunger with emergencyproject donations.

Manning, Selvage andLee/Saturn/

National Donor Day

Edelman/JCPenney/

Eckerd Salute ToWomen

Tyson Foods/Share Our Strength

Weber ShandwickWorldwide/Hersheys

Milk/The Drive To Read @

Your Local Library


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Executives Speech

The effect of giving media a speech is to help mobilizeyour power bases, which can send tons of letters tolegislators. You tend to create an especially heavyvolume of mail if your issue bears on jobs, prices,taxes, consumer freedom or the need for government

to stay away from unnecessary expenses that couldreduce its ability to help such constituents as the agedand students. The extra coverage you create will reachpolitical leaders who help elect Congress, smallbusiness owners who finance political campaigns,bankers, stockbrokers, investors and others with thebrains and training to understand you and with theclout to help you win if you do a more thorough jobthan your competitors.

When the public began to have questions about thesafety of air travel, The Boeing Company turned toNAPS. Our writers transformed a speech by the

companys Chairman and CEO, Phil Condit, into atwo-column article that underscored the way thepublic benefits from steps taken by the company, theairlines and the federal government to ensure thesafety of passengers.

Concerned that consumers were not aware of wherethe Ford Motor Company stood on issues such as theenvironment and economic globalization, the auto-motive giant asked NAPS to prepare and distribute afeature release. Working from a speech by the companys

Chairman of the Board, William Clay Ford, Jr., NAPSprepared a three-column, byline article on the role ofbusiness in the 21st century. The release described thecompanys efforts to make a positive contribution towhat Ford referred to as the economic, environmental

and social bottom line.

Wanting a broader audience for a speech on thechallenges inherent in developing an electric car, theChrysler Corporation had NAPS prepare a bylinearticle by the companys Chairman of the Board andCEO, Robert J. Eaton. The three-column feature,which received national distribution, addressed thereal costs to consumers of such a program.

Many experts believe that advances in energy storagetechnology will shape the future of both automobilesand the environment. So when the former CEO ofGeneral Motors, Robert C. Stempel, gave a speech on

the work being done by his current company, EnergyConversion Devices, Inc., in the field of alternativefuel systems, NAPS was asked to turn that speechinto a byline article. The article described the progressbeing made in hydrogen-based fuel systems and closedwith a call to action that directed readers to a Web site.

Suburban newspaperswith wealthy, educated readersbut very little staffare delighted to run the ideas ofan industry or government expert on a subject manypeople care about. You do the PR, we do the distribu-tion. Most Fortune 500 companies and over 100associations use us. So do all Top-12 PR firms.

Corporate speeches create additional coverageamong opinion leaders and legislators


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United Technologies Corporation

Chrysler

NCRBoeing

Energy ConversionDevices, Inc.

Ford


American Airlines


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Establishing a corporate identity can help the public betterunderstand exactly what business a company is in. Whilethe name Georgia-Pacific might lead some to conclude thatthis is a railroad business, the company is actually one ofthe worlds leading manufacturers and distributors oftissue, paper, packaging and related chemicals. In thisrelease about a company-sponsored Angels in Actionprogram that rewards good deeds done byschoolchildren, Georgia-Pacific informs the public aboutits paper products and creates an awareness of how thecompany is serving the public interest.

Few people will think that the Grow Group sells gardeningsupplies after reading this Background in Business article.Although not a household name, the Grow Group is anacknowledged leader in the field of specialty coatings, suchas high-gloss enamels that lack noxious solvents.

For those who thought Ingersoll-Rand was a map maker a household chemical manufacturer, this article makes clethat the company is, in fact, a major diversified industrialequipment manufacturer. With this release, WeberShandwick Worldwide has increased the companysvisibility and created an awareness of a Web site whereschool administrators could conduct a safety assessment otheir school.

A PR objective much appreciated by managers is to creaa more informed market assessment of a company.Hundreds of companies want more people to know whatsays in its annual reportwhat the company does, whbusinesses it is in. Ambiguous identity is a handicap, andwidespread public information is a remedy.

Corporate

Identity

Grow Group


Ingersoll-Rand Company

Edelman/

Georgia-Pacific


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AchieversFOLIOfn Investments

Charles Schwab

Allianz Life Insurance

Eaton Vance

Primerica


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a) People who send letters to legislators.b) Hometown political leaders and

contributors to whom legislatorsturn for guidance and support.

c) Press aides and legislative aides whokeep track of what newspapers in theCongressional district are printing.On average there are 23 newspapersper Congressional district.

Proactive PR may help avert an attackon a corporationor at least make it

less damaging. Here, you can see howAnheuser-Busch shows how its ownefforts prevent alcohol abuse, drunkdriving and underage drinkingand thearticle points out that governmentattempts would be unnecessary,expensive and perhaps even counter-productive. The media are less likely torun negative stories, and the public isless likely to believe them, once youveissued releases on company strengthsused in the public interest. Withoutbringing up anything negative, you can

tell the positive facts. Pro-active PR,protective PR, not only helps you winfights but avoid fights.

PR can help the lobbyist by reaching three groups with facts

Winningin Washington

Anheuser-Busch


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When The Prudential wanted to show how ithelps young people who help others, the media

used were not just the financial press but theentire American pressnewspapers of all sizes,in the cities and in the suburbs, plus the newsand talk shows of TV and radio.

Multimedia

The Prudential


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Documents

Corporate PR