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PUBLIC RELATIONSHIP MANAGEMENT Module - 3.pptx
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- 2. Public Relation incommercial sector A large company or group of companies authorised to act as a single entity and recognized as such in law. Corporate Public, Corporate face. Communication by a corporate to influence stakeholders and public is PR. Like Communication which is directed at achieving sales is Marketing. Organizational communication engaging those publics where there is interdependence by implication with major groups such as investors, employees & suppliers.
- 3. Dimensions of CorporatePR Employees relations Shareholder’s relations Customer relations Dealers & suppliers relations Community relations Media relations Relations in crisis management
- 4. Area of work Corporate image, Advertisement & Crisis management Media relations – Press release, Conferences, Liaisons with media Publications: House Magazines Community relations Corporate identity & Corporate image Reputation management / Corporate Reputation
- 5. The servicesector possesses some distinctive characteristics which require a different PR programme. This special feature of service demands a new vision, innovation and a class of professional excellence to market the services effectively and profitably. Intangibility Perishability Inseparability Heterogeneity Ownership Public Relation in Service sector
- 6. Public Relation inGovernment sector Government relations for companies are systematic efforts to influence the policies of government to help achieve particular objective or protect particular interest in that reflects well on company and the decision makers involved. Starting from the business company need the government support in every step and every permission and licensing activity will be done by the support of government only and for that maintaining the relation with government is very much needed.
- 10. PR in NonProfit Organization Foundations and charities are using sophisticated PR campaigns to raise funds, and artfully using standard lobbying techniques with governments. Interest groups may be of political importance because of their ability to influence on the social and political front. At times, NGOs seek to mobilize public support too. A PR strategy can be used to create awareness about the organization’s aims and objectives, which can lead to the flow of funds. It’s a fact that PR plays a vital role in efficient management of NGOs. Many NGOs are coming up with their own PR strategies, even appointing high-profile celebs – to attract social attention and funds. The importance of Public Relations in NGO management is now accepted worldwide.
- 11. NGOs need tocommunicate and tell a story Today, visibility is a premium commodity. If you have a strong story to tell, you can grab the headlines! Having a unique brand story, helps you build brand awareness and position strongly in the market. Brand awareness is a measure of how well your target audience knows your brand. NGOs, like other organizations, try to raise visibility for their groups. So, like other organizations, they should work with communications programs to ensure their message reaches the masses. Like profit-focused organizations, NGOs face many challenges and opportunities – including competing for a share of voice in the media-clutter. They do have one significant advantage over corporate peers: their perceived inherent credibility, not tainted by the profit motive. Interestingly, the mission may be noble, but if an organization is not telling its story consistently and strategically, it is bound to fail!
- 12. Five tips forbuilding and maintaining reputation 1. Differentiate with a compelling, message-driven story 2. Use strategy to drive success 3. Identify and train spokespersons 4. Chart out the communications activity 5. Use social media to engage
- 13. Public Relation inPolitics Since the mid-90's the dominance of mass communications has been challenged by three interrelated developments Firstly, the introduction of the permanent campaign which has blurred the difference between campaigning and governing so that politicians seek to dominate the agenda every single day. Secondly, there has been an increased professionalization of communication with public relations and marketing professionals transferring their skills to the political arena. Thirdly, the growing importance of new communications technology, namely new media, especially the internet, has encouraged political actors to use a much wider range of PR tools. Under such developments, political communicators do not rely on one dominant channel to reach their target audiences.
- 14. Conti.. U.S. PresidentBarack Obama showed other politicians how to harness the power of the Web in 2008, bringing political campaigns kicking and screaming into the 21st century. Obama went beyond the static web pages of most past campaigns, by tapping the power of web 2.0 tools including Facebook, YouTube, Blogs and discussion boards, to create an engaged conversation with potential voters. The same has been done lately by Indian Prime Minister Narendra Modi. The aim of PR in politics is to present functionaries their manifestos and programs in comparison to other parties in society. This involves attracting attention and interest of the people towards the work done by the party for the development of the people, as well as raising the level of awareness about the party and its leaders. PR in politics is employed to convey information and shape political opinion.
- 15. Campaign Planning inPR PR is a set of activities and it never depends upon the a single activity. PR needs to focus on maintaining the healthy relation with each and every aspect of the public and for that PR professional has to deal with all the activity with which the PR can be done. Campaign planning of PR includes the planning of all the set of activity comes under PR which might help organization to cover all the ends of public/stakeholders.
- 16. Objectives & Rolesof PR Building Awareness Promote mutual understanding Influence People Avoiding the risk associated with misunderstand Promote Goodwill Creating interest Providing Information Stimulating Demand Reinforcing the Brand
- 17. Organizing press conferences How do you hold a press conference? Before the press conference: As we've discussed, you may have to schedule a press conference on short notice.... Define the message... Schedule the date and time... Pick the site... Select and train your participants... Contact the media... Follow up with the media... Develop a press kit... Conduct the whole program... Evaluate the coverage and impact of the same...
- 18. Electronic media coverage Electronic media are media that use electronics or electromechanical audience to access the content. ... Any equipment used in the electronic communication process (e.g. television, radio, telephone, desktop computer, game console, handheld device) may also be considered electronic media. Coverage of the electronic media is the important aspect in arranging a press conference coz if the media coverage is not done then there is no point in doing any campaign. Spreading awareness is the biggest motto behind doing any PR activity and it we failed to cover the mass(through Electronic media) then it is just a waste of time and money.
- 19. For whichchoosing the media is an integral part for any PR activity. Moreover, also do the research of the media that is being contacted to cover the whole event/conference/activity. Take a look of the media’s past experience if they had the enough and positive experience of doing such things for PR or not. Also check and coverage capacity of the media and make a deal about where, when, how and how many times the event/conference/activity are they going to broadcast and how much audience will be able to watch it.(through TRP)
- 20. Sales promotions campaign Sales promotion is the process of persuading a potential customer to buy the product. Sales promotion is designed to be used as a short- term tactic to boost sales – it is rarely suitable as a method of building long-term customer loyalty. Some sales promotions are aimed at consumers and some are at traders. Those sales promotion which are targeted at consumers are consumer sales promotion and if the sales promotion is targeted at traders then its called trade sales promotions. Discounts, Gifts, Coupons, Sample distribution, refunds and rebates etc..
- 21. Corporate image management To Create, reinforce or change name Overcome negative press
- 23. FACTORS AFFECTING CORPORATEIMAGE Physical Appearance: LOGO, interior decoration, Outer view of the building, employees, etc… Quality of Product/service: Financial Power: Media relation
- 24. Trade show, Tradefair and Trade exhibition A trade fair (trade show, trade exhibition, or expo) is an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products and services, meet with industry partners and customers, study activities of rivals, and examine recent market trends and opportunities. These events are generally well structured and well planned, The organizers are very much clear about what they want to display and to whom and in which way and for how many times. These are the some of the techniques to spread the information about the organization to their prospect client, investors, customers, partners(stakeholders)
- 27. Key Players insuch events Trade show sponsors Trade show managers Service contractors Exhibitors Attendees Trade show bureau
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- 29. Some important pointsfor presentations.. 1. Digital content creation. It's no secret that quality writing is an issue in public relations, even with the influx of journalists into the business. 2. Public speaking. 3. Brevity and clarity of communications. 4. Respectful pushback. 5. Constructive feedback. 6. Active listening.
- 30. Principles of EffectiveConference Presentations Talk, instead of reading Stand up Move around Make eye contact with your audience Don’t only look at one side of the room Imitate excellent speakers
- 31. How Should YouDress for Seminars/Conferences? Image is everything. Invest in clothes that are functional and contains high quality “basic” items. Pay attention to accessories. Be sure to be clean and groomed. Avoid being too fashionable. Different styles of dress will be required for different audiences. Dress reasonably when away from traditional speaking environments. Check for spots on clothing. Meals, drinks and dirt can easily find final locations on your clothing.
- 32. Media Tracking Mostmedia monitoring is done within private public relations agencies or businesses in house public relations sectors. Publicists will track the number of times the company was mentioned within different platforms. Media monitoring is a beneficial tool to evaluate the efforts and progress of a PR firm. Media monitoring is the process of reading, watching or listening to the editorial content of media sources on a continuing basis, and then, identifying, saving and analyzing content that contains specific keywords or topics.
- 33. No matterwhere your business is located, media monitoring is an important aspect of your marketing strategy. Monitoring the media helps you understand what the impact of your company has on your customers and the public. A large part of media monitoring has to do with managing the reputation of your business. as PR is about anticipation and interpretation of public opinion and attitudes that might impact the future of an organisation, social media monitoringcan be used to avoid issues management that might, sooner or later, turn into a crisis
- 34. Tools of mediatracking HASHTAGS: a word or phrase preceded by a hash sign (#), used on social media websites and applications, especially Twitter, to identify messages on a specific topic. Reputology: is the review management platform that helps multiple location businesses take control of their online reviews Hootsuite Insight: A stream is a real-time collection of chronological mentions from 25+ social platforms. Hootsuite Insights streams help you gain insight into the conversations important to your brand. Hootsuite is a social media management platform, created by Ryan Holmes in 2008. The system's user interface takes the form of a dashboard, and supports social network integrations for Twitter, Facebook, Instagram, LinkedIn, Google+ and YouTube.
- 35. Law & Ethicsin PR
- 36. Kantian Perspective –Deontology (Duty) Emphasis on building personal character. Not reasoning Doing good things until it become habitual. Virtue is achieved through habit. Virtue Ethics – Aristotle Ethics Abstract concept of what is right and wrong no matter the situation. Obligation to do the right things. Ethical standards applies to all including you.
- 37. Utilitarian Perspective –(Consequentialist) Find the option that leads to the greatest benefit for the largest no. of people. Minimize the pain for most people. Majority is favored, but the minority is considered. Situation Ethics – Situation first People are central to decision making. Situation and context are of great importance. Determine what is the most loving thing to do.