MCOM 303: Principles of Public Relations Anam Muzamill Class Lectures for Mid-Term Contents Media Relations & Management Consumer PR Corporate Communication Corporate Social Responsibility Corporate Identity & Image Strategic Objectives Improving Image Higher/better Media Profile Changing Attitudes of Target Audience Improving Relationship with community Increasing Market Share Influencing Government Improving Industrial Relations Tools News Release Press Conferences Informal Media Briefings Exclusive Interview Media Tours Facility Visit Techniques News Vehicles: Events created to gain media coverage For Example: Media Launches, Announcement, Anniversaries, awareness days, celebrity appearances, awards and publicity Linking Statements to current Media Agenda: Pharmaceutical companies linking to Dengue Remedies Google associating themselves to combat cyber crime Companies associating themselves with Global Go Green Agenda Improving Image Campaigns are special pleadings Case Studies ZONG & AKD securities Questions: Major contributors of article? What are some of the privileges PR agencies enjoy if they have international affiliations? What are terms and conditions local PR agencies must accept once they are affiliated? What kind of scope and growth Pakistan is witnessing in PR Industry? Why functions of PR agencies are still obscure to the public? State the facts came as PR surprises for you through this news article. How this article is overall contributing as a PR tool itself? Public Relations as part of IMC PR is viewed as Marketing Support Generate Buzz PR is more about changing attitudes than promoting specific products Marketing and PR-Operates under same principle- Creating Exchanges-Creating mutually beneficial relationships Publicizing news and events Promoting new & established products Creating a favorable image of Company Arranging Public Appearances Probing Public Opinion in Market areas Focusing news media attention on sales conferences Assisting in Programmes concerning consumerism Fulfilling consumer-company commitment Consumerism: Increasing activism of consumers in their expectations that the goods and services they buy should fulfill the promises related publicity material Consumers influence design, quality, service and prices of goods and services provided by commercial enterprises How profitable promotion turned in to a massive loss maker Sales promotion offer of promising flights with certain products Underestimated consumer demand Under booked the flights Later discourage consumer claims 1. Awareness 2. Interest 3. Evaluation 4. Trial 5. Adoption Market is saturated with new brands Brand loyalty has decreased Sales promotion and Public Relations became more important in that case Al and Laura Ries-Fall of advertising and Rise of Public Relations Launch Process helps new products and services rapidly establish itself in the market Pre Launch-Launch- Post Launch Activities Hiring PR agency: Planning PR activities, Engaging Media Timing: Internal Strategic Concerns and External Factors Formation and Composition of Teams Brand Building Contingency Planning Following up on the coverage of the event Stakeholders: Who have interest/ stake in any organization, not necessarily financial interest, but they are effected by organization Expectations from Corporate Statement Issue Identification-Deal with Bank and controversial TV broadcaster Pat Robertson: Views against different religions, ethnic backgrounds and sexual preferences Public Reaction: Condemning, Protests PR Strategy I: Denial & Accusing Media Increasing Public Pressure PR Strategy II: Organizational Values v/s Personal Values Stakeholder Pressure Calling-off Deal PR strategy III: Full Length Apology Integrating social and economic considerations into competitive practices Organizations dont only do the things right they do the right things Building equally good social and economic profile Indicators of productive companies: Invest Innovate Develop Human Capital Inclusive Leadership: Shifts attention from physical assets to realizing and learning potential of all the people with company interacts Sustainable development: Rather looking for quick financial success, companies should pursue development which can sustain over time. Establishing License to Operate: To be successful, organization must maintain public confidence in the legitimacy of their operations and business conduct. Undermine the License to operate Lack of confidence in the moral legitimacy of the venture Communities depend on individuals Relationship of CSR and Stakeholdersim Embracing Companys Stakeholders Contributions of stakeholders in decision making Treating Beneficiaries of CSR with Goodwill Goals related to social and ecological sustainability Full responsibility of impact of organization on environment and employees Public Scrutiny of Companys acts CSR Auditing Financial Environmental Social Objective Standards of Right and Wrong Inter-subjectivism: All truth including moral truth emerge out of the process of negotiation Offers Equity & trust in relationships Create and engineer favorable climate of the public opinion towards company-CSR for image management CSR in pursuit of public Interest Understanding requirement of community to help companies be more responsive Corporate ID: Refers to the combination of ways in which an organizations personality is expressed. Tangible elements of ID: Logos Colors Type face & House Style Less Tangible elements of ID: Behavior Culture Values, Philosophy, Mission Communication Style ID: is what organization communicates intentionally Image: Image is how its publics actually view it, An image is a perception and exists only in the minds of receiver ID>>>>>>>>Image To formulate an image, publics interpret ID in a wider context with frames of reference Public Profile and Recognition Better Customer Relations Brand Support Better Visual Representation Financial Advantages Express Culture and Values Staff Motivation Support for Communication Organizations can not construct a corporate image because they can not control the content in which their communication is received, interpreted and understood. Well-Managed Corporate Identity can go some way to effecting a strategically important image. Corporate Identity Mix Symbolism, Communication and Behavior Key Concepts of Corporate Identity Determining Organizations actual identity and Desired Identity Audit the coherence between ID and Image Plan to adjust Corporate ID Corporate Strategy Corporate Identity Mix is a part of achieving overall organizational strategic objectives CI should be formulated in response to stakeholder needs and views should not be pre-determined Using Cultural Codes and Associated Meaning Designers choose particular colors, shapes, typeface, graphics to evoke particular emotional response and to infer particular meanings Red Flag (Soviet Socialism) Red Rose (French Socialism) The arrow points from A to Z showing how the company sells anything you'd ever want... it also doubles as a smile. The V and the A in Sony's logo are meant to represent an analog sound wave, while the I and O stand for binary digits, evoking the digital age. With a clever use of negative space, the Pittsburgh Zoo pays homage to wide array of wildlife. Known for its 31 flavors, the company worked that element into its B and R logo. Monolithic: One Name, one Identity through out Endorsed: Parent company has different but prominent identity and brands have different/ prominent identities Branded: Parent company has a less prominent logo, brands are more prominent P& G Principle of Consistency: Establishing consistent and sustainable internal images among all employees so positive cue can be communicated Organization should involve range of stakeholders in determining core philosophy and values and clearly communicate agreed goals How to bring consistency since different stakeholders have different needs and expectations? CSPs-Common starting points Reliability Profit-Making Innovation Synergy Quality Organic Process of communicating organizational images CSPs work function as parameters/ Communication guides Dont limit staff to static agreed perceptions Organization images should be consistent with CSPs Sustainable Corporate Story must have an effective framework Mission Vision Origins emotionally formulated core stories competencies fundamental beliefs values Corporate Culture-Johnson & Scholess Cultural Web Understanding Culture as part of Corporate Identity Paradigm in Center Stories Symbols Power Structure Organizational Structures Control Systems Rituals and Routines Corporate personality is made up of organizations: History Culture Belief Values Realized through staff, structures, products and services Vision: "live and let live Human Resource: Diverse cultural backgrounds and multi-ethnic origins add up to create a strong resource base at GEO. Identifying Desired Corporate Identity Audit Existing Corporate Identity Communication and Behavior audit Behavioral Survey Job Satisfaction Measuring effectiveness of internal policies Organizations impact on stakeholders Communication climate: Communication style and content Logo Designs Decors Factories Showrooms Brochures Advertising instructional manuals Problem Analysis Current positioning Translation in to CI Mix External Image Research Competition Market Analysis Gap analysis Maintaining Current positioning Adjusting current positioning Determination of New Position All the best for your Exam !!!!!!