PUBLIC RELATIONS PRACTICE

2014 Week 11

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DR KANE HOPKINS

DON’T BE A CUNT* *

WHAT NOT TO SWEAR: THE ACCEPTABILITY OF WORDS IN BROADCASTING

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4

What not to say

5

DO NOT SAY DO SAYMongol Person/baby/child with Down syndromeSuffers from OR is a victim of Down syndrome

Has Down syndrome

A Downs baby/person/child

A person/baby/child with Down syndrome or who has Down syndrome

Retarded/mentally handicapped/backward

Learning disability

Disease/illness/handicap Condition OR genetic condition

Downs (as an abbreviation) DS (as an abbreviation if necessary)

FINANCIAL PR

Financial public relationsA more general all-encompassing term which relates everything that happens in the financial markets, including raising awareness and understanding, among other publics, including bankers, analysts and all opinion leaders in financial circles, not only investors.

The role of financial PR• The main purpose is to assist the company in

achieving its corporate objectives • It is one tool in a business process that starts from

the from the company deciding on its vision, purpose and direction

• Manage the formulation and implementation of financial communications strategies

• Managing productive relationships with clients, press and investment analysts

!• Advising on and assists in the preparation of

communications plans and messaging materials, providing a strategic view e.g. key messages, presentations, scripts, press releases, Q&A, fact sheets

• Pursuit of new business opportunities, shaping content and presenting at pitches

• Take lead in daily management of team

The role of financial PR

Investor relationsCommunicating with the company’s investors or potential investors, and is the term more commonly used for describing business-related public relations. It focuses on investors as the main stakeholder or public.

Audiences for investor relations• Institutional investors • Individual shareholders • Analysts and brokers • Independent advisors • Finance journalists

NZ Shareholders Association

Mission vs vision statements• A mission statement describes the broad practical

steps to close the gap between the unsatisfactory present and the desired future for the organisation

• A vision statement is what the organisation wants to become

Ideally the vision statement will: • Describes the future state at a selected time – Is quantifiable – Is described briefly, 2-4 sentences – Developed in consultation

• Answers question: Where are we going?

Vision statement

Corporate vision is a short, succinct, and inspiring statement of what the organisation intends to become and to achieve at some point in the future • Vision refers to the category of intentions that are

broad, all-inclusive and forward-thinking.  • It is the image that a business must have of its

goals before it sets out to reach them. • It describes aspirations for the future, without

specifying the means that will be used to achieve those desired ends.

Vision statement

PepsiCo

Fonterra

Reserve Bank of New Zealand

Mission statementsEach word in the mission statement should be carefully crafted so that it can be defined and measured. A mission statement should be: • Consistent with, and supporting, the organisation’s

vision • The road map describing how the organisation will

reach its vision • Telling people what the organisation’s purpose is • The source of strategies that collectively create a

business plan

Mission statements… should contain 3 important components 1.Key market - who is your target client/customer? 2.Contribution - what product or service do you

provide to that client? 3.Distinction - what makes your product or service

unique, so that the client would choose you? Bart (1997)

Nike

Apple

Facebook

now piss off