You are on page 1of 18

PUBLIC REL ATIONS NOTES

E.A.RODOPOULOS
2

TABLE OF CONTENTS

PUBLIC RELATIONS NOTES...........................................................................1

MARKETING VIEW OF PR..............................................................................3

PROGRAM PLANNING...................................................................................7

COMMUNICATION.........................................................................................8

CRISIS MANAGEMENT.................................................................................10

EVALUATION...............................................................................................11

PUBLIC OPINION AND PERSUASION............................................................13

THE AUDIENCE AND HOW TO REACH IT.....................................................14

CORPORATIONS..........................................................................................16

THE BUSINESS – MEDIA RELATIONSHIP......................................................17

P.R. notes by E.A.Rodopoulos , 2002-2003


3

MARKETING VIEW OF PR.


P.R. is a promotional tool , PR supports marketing objectives.
1. Tools for PR ( marketing view) are
1.1. Press relations
1.2. Corporate communications
1.3. Lobbying
1.4. Counseling
2. PR practitioners , in contrast with marketers ,work for the whole company /organization .
3. The marketing oriented P.R. can contribute to the following tasks
3.1. Assist in the launch of new products
3.2. Assist in repositiotioning a mature product
3.3. Build up interest in a product category
3.4. Influence specific target groups
3.5. Defend products that have encountered public problems
3.6. Build the corporate image in a way that projects favorably on its products.
4. As other promotional activities are more costly ( advertising) PR is becoming a better tool
5. Major tools in P.R.
5.1. News
5.2. Speeches
5.3. Events
5.4. Public service activities
5.5. Written material
5.6. Audio-Visual material
5.7. Corporate identity media
5.8. Telephone information services
6. The major Decisions in marketing PR are
6.1. Establishing Marketing Objectives
6.1.1.Build awareness
6.1.2.Build credibility
6.1.3.Stimulate the sales force and dealers
6.1.4.Hold down promotional costs
6.2. Choosing the PR messages and vehicles
6.2.1.Create news than finding news
6.2.2.Create events
6.3. Implementing the marketing PR plan
6.4. Evaluating the PR results
6.4.1.Exposures
6.4.2.Awareness/comprehension/attitude change
6.4.3.Sales and profit contribution

PR definitions
PR is the deliberate, planned and sustained effort to establish and maintain mutual understanding
between an organization and its publics

The key words to remember for P.R. activity


Deliberate
Planned
Performance
Public interest
Two-way communication
Management function
PR process
Research
Action
Communication
Evaluation
Components of PR
1. Counseling
2. Research
3. Media relations
4. Publicity
5. Employee /member relations
6. Community relations

P.R. notes by E.A.Rodopoulos , 2002-2003


4

7. Public affair
8. Government affair
9. Issues management
10. Financial relations
11. Industry relations
12. Development /Fund raising
13. Multicultural relations/ workplace diversity
14. Special events
15. Marketing communications
Is PR the same with journalism
Scope
Objectives
Audiences
Channels
Is PR the same with advertising
Advertising works with mass media outlets vs PR relies on all communications tools
Advertising is a specialized communication function vs PR having broader scope
Evolution of PR
The idea of using all form of human communication – drama and stotytelling among them – to
influence the behaviour of other people.
Evolving functions for understanding what PR is today , we
study
Press agentry
It is an extension of the activities of those who, in ancient civilizations , promoted athletic events ,
built an aura of myth around emperors and heroes
Publicity
Consisting mainly of the issuing of news releases to the media about the activities of an
organization or individual
Counseling
Four models of PR
Press agentry /publicity source- receiver
Public information source- receiver
Two way asymmetric source  receiver with feedback
Two way symmetric group group with feedback
Why PR is growing
PR is cost efficient
PR has won over management
The penalties of poor PR are viewed each night on the 8:30 news
PR is no longer measured by the ink and /or time
PR is becoming more specialized
PR tools are becoming more complex
Markets are going international – glabalization
Principles of PR management
Tell the truth
Prove it with action
Listen to the customer
Manage for tomorrow
Conduct PR as if the whole organization depends on it
Remain calm, patioent and good – humored
What is ethics
Ethics refers to the value system by which a person determines what is right or wrong, fair or unfair
, just or unjust.
Three types of practitioners
Absolutist
Existentialist
Situationalist

P.R. notes by E.A.Rodopoulos , 2002-2003


5

PR practioners have the added dilemma of making decisions


that satisfy
1. public interest
2. employer
3. professional organization’s code of ethics
4. personal values and norms

Personal assessment in PR
Some years before a good PR has to go through journalism.

Where a PR practitioner can work


Corporations
Non profit organizations
Entertaiment, sports, travel
Government and military
Education
International PR
Personal qualifications and attitudes
Ability with words ( written and spoken)
Analytical skills ( identify & define problems)
Creative ability( develop fresh , effective solutions)

Instinct for persuasion


Ability to make compelling and polished presentations
Those who plan careers in PR should have
Written skills
Research ability
Planning expertise
Problem solving ability
NOTE some companies use a triangle concept , representing three basic elements in their business
– customers , shareholders and employees forming the three sides.The management goal is to keep
the sides of the triangle in balance satisfying all of the three.

Professional support services


Organizations and societies
Internships ( working along studying)
Public Relations Department and Firms

Importance of organizational structure depends on


The type of organization
Perception of management
Capabilities of PR personnel
Eg1 In Big multinationals ( classified as mixed/mechanical) the autority and power of PR
depts are high . In small organizations feels few public pressures and little government
regulatory interest .
Some CEO perceives PR as a journalistic function
PR practitioners background if they know business etc.
Expertise required in a PR Dept.

Strategic and operational management knowlwdge


Develop strategies for solving problems
Develop goals and objectives for department
Propose budgets
Manage people

P.R. notes by E.A.Rodopoulos , 2002-2003


6

Research knowledge

Perform environmental scanning


Determine public reactions to your organization
Use research to segment publics
Conduct evaluation research

Negotiation knowledge
Negotiate with activist publics
Help management understood opinions of publics
Use conflict resolution theories with publics

Persuasion knowledge
Persuade a public that your organization is right
Use attitude theory in a campaign
Get publics to behave as your organizations wants.
PR is a staff function ( difference between line and staff line managers can delegate
authority , set goals, etc in comparison with the staff that they suggest , recommend ,
advise)
PR Firms
Services Providers
Executive speech training
Research and evaluation
Crisis communications
Media analysis
Community relations
Events management
Public affairs
Brand and corporate reputation
Financial relations
As cost increase PR firms tend to be acquired by advertising firms keeping some
times the NAME of the company.
As big advertising firms on their effort to vertically expand create and organize PR firms
ACCOUNT SUPERVISORS – EXECUTIVES are the ones who take care of an account ie of a big
company.

PROS and CONS of using a PR firm


Advantages

Objectivity
Variety of skills and expertise
Extensive resources
Offices spread
Special problems – solving
Credibility

Disadvantages
Not thorough understanding of clients business or needs
Lack of full time commitment
Need for prolonged briefing period
Resentment by internal staff ( they think that they are not able to assess a particular job)
Need for strong direction by top management
Need for full information and confidence
Costs
Fees and charges
Basic hourly fee plus expenses
Retainer fee
Fixed project fee.
RESEARCH

Questions to be asked

P.R. notes by E.A.Rodopoulos , 2002-2003


7

1. What is the problem


2. What kind of information is needed
3. How will the results of the research be used
4. What specific public should be reached
5. Should the organization do the research or hire an outside consultant
6. How will the research data be analyzed reported or applied
7. How soon are the results needed
8. How much will the research cost
Using research
Achieve credibility with management
Define audiences and segment publics
Formulate strategy
Test messages
Help management keep in touch
Prevent crises
Monitor the competition
Sway public opinion
Generate publicity
Measure success
Research techniques
Organizational materials
Library methods
Online resources
Online networks
www
content analysis
interviewing
focus groups
copy testing
scientific sampling
Questionnaire design
The problem of semantics
Avoid biased wording
Timing and context
Political correctness
The answer categories
Questionnaire guidelines
Ways of reaching respondents
Mail questionnaires
Telephone surveys
Personal interviews

Web -Piggyback survey


-------------------------------------------------
PROGRAM PLANNING
Before any PR activity can be implemented , it is essential that considerable thought be given to
what should be done and in what sequence to accomplish an organization’s objectives.

WHERE WE ARE WHERE DO WE WANT TO GO ,HOW TO GET THERE.


Approaches to planning

MBO
Client/employer Objectives
Audience ?publics
Audience objectives
Media channels
Media channel objectives
Sources and questions
Communications strategies

P.R. notes by E.A.Rodopoulos , 2002-2003


8

Essence of the message


Nonverbal support.
Strategic planning model
Facts
Category facts
Product /service Issues
Competitive facts
Customer facts
Goals
Business objectives
Role of PR
Sources of new business
Audience
Target audiences
Current mind-set
Desired mind test
Key message
Elements of a program plan
Situation
Three kinds of situations often dictate the conduct of a PR program
1. The organization must conduct a remedial program to overcome a problem or situation that
negatively affec6ts the organization
2. The organization needs to conduct a specific one-time project
3. The organization wants to reinforce an ongoing effort to preserve reputation and public support
Objectives

A stated objective must answer


1. Does it really address the situation?
2. Is it realistic and achievable?
3. Can success be measured in meaningful terms ?
Two kinds of objectives 1. Informational 2. Motivational
Audience
It can be done through public segmentation for specific and well defined publics
Strategy
A strategy statement describes how an objective is to be achieved , providing guidelines
and themes for the overall program.
Tactics
It describes the sequence of the activities that put the strategies into operation and help
the achievement of stated objectives
Timetable
Timing of a campaign
Scheduling of tactics
Compiling a calendar
Budget
Evaluation
Planning issues management
1. Issues management is a proactive and systematic approach to a. predict problems b. anticipate
threats c. minimize surprises d. resolve issues e. prevent crises.
The process is defined as five basic steps
1. Issue identification
2. Issue analysis
3. Strategy options
4. Action plan
5. Evaluation

COMMUNICATION
Communication is the implementation of a decision, the process and the means by which objectives
are achieved. The goals of the communication process are to inform , persuade, motivate or
achieve mutual understanding.
For effective communication :
1. What constitutes communication and how people receive messages
2. How people process information and change their perceptions

P.R. notes by E.A.Rodopoulos , 2002-2003


9

3. What kinds of media and communication tools are most appropriate for a particular message.
A PR perspective
1) The message must be
a) Appropriate
b) Meaningful
c) Memorable
d) Understandable
e) Believable
2) Objectives to the communicator
a) Message exposure
b) Accurate dissemination of the message
c) Acceptance of the message
d) Attitude change
e) Change in overt behavior

To be successful , a message must be Received by the intended individual or


audience. It must get the audience’s Attention .It must be Believed. It must be
Remembered . It must be Acted Upon. Failure to accomplish any of these means
the entire message fails.

Receiving the message

Three models of communication by Schramm


1) Early model
2) Shared experience
3) Continuous feedback
FIG 8.1 PAGE 165
Pr insights page 166
Paying attention to the message
Media uses and gratification model
The communication process is interactive , the communicator wants to inform and even persuade,
the recipient wants to be entertained or alerted to opportunities that can fulfill individual needs

People use mass media for such purposes as


1) Surveillance of the environment
2) Entertainment and diversion
3) Reinforcement of their opinion
4) Decision-making about a product or service.
Thus the communicator has to make messages for fulfilling needs. One way is to understand the
mental state of the intended audience. As the audiences can be devided to PASSIVE and ACTIVE ,
Passive audiences pay some attention to a message just for entertainment reasons , and thus the
message has to be appropriate for gaining their attention . It must have style and creativity. It must
be coloured and the slogan to be easily processed.
AKOYO or five senses model
Another model in the communications process is the Five senses one or ( in Greek A.K.O.Y.O)
Α= ακουστικοί
Κ=κινησιακοί
Ο=οπτικοί
Υ=υφή. Αφή γεύση
Ο=οσμή
Hook model
To catch the audience ‘s attention at the beginning of the message .Details will follow

Understanding the message


Communication can take place only if the sender and receiver have common understanding of the
symbols being used. Symbols are WORDS.The understanding of symbols is based on
education,social class regional differences, nationality cultural background.
Writing for clarity
Use symbols ,Acronyms and slogans
Avoid jargon
Avoid clishes and hype words
Avoid Euphemisms

P.R. notes by E.A.Rodopoulos , 2002-2003


10

Avoid discriminatory language


Believing the message
Do members of the audience perceive the source as knowledgable and expert on the subject?

Problems – burriers are


1) Source credibility
a) Sleeper effect it is based on the credibility.
2) Context of the message
3) Audience predispositions
Remembering the message

The messages are repeated extensively because


1) Repetition is necessary
2) Repetition reminds the audience
3) Repetition helps the audience
4) Repetition can lead to improved learning.

Entropy = the messages continually lose information as media channels and people process the
information and pass it on to others.

Acting on the message


The five stage adoption process
1) Awareness
2) Interest
3) Evaluation
4) Trial
5) Adoption
Not any person passes through the five stages with a given idea .Some factors that affect the
adoption process are
1) Relative advantage
2) Compatibility
3) Complexity
4) Traibility
5) Observability
FIG 8.2 page 177
The time factor
The time required to adopt a new idea or product.
How decisions are influenced

CRISIS MANAGEMENT
What is crisis ?
1. It is the situation characterized by surprise, high threat to important values and a short decision
time
2. An extraordinary event or series of events that adversely affects the integrity of the product
,the reputation or financial stability of the organization; or the wealth or well-being of
employees , the community , or the public at large.
Examples of crisis situations : Microsoft, Nike, McDonald’s

How to communicate

Some suggestions
• Put the public first
• Take responsibility
• Be honest
• Never say “NO COMMENT”
• Designate a single spokesperson
• Set up a central information center
• Provide a constant flow of information
• Be amiliar with media need and deadlines

P.R. notes by E.A.Rodopoulos , 2002-2003


11

• Be accessible
• Monitor news coverage and telephone inquiries
• Communicate with key publics.
How organizations respond to crises
List of proposed strategies
• Attack the accuser
• Denial
• Excuse
• Justification
• Ingratiation( persuasion)
• Corrective action
• Full apology
Some times organizations do not adopt appropriate strategy due to some constrains. G.Cameron
has developed
1. a contingency theory of conflict management which tries to explain why agencies don not
always engage in two way communication
2. accommodative strategies when confronted with crisis
Some variables that have to do with this theory are
1. management’s moral conviction that the public is wrong
2. moral neutrality when two contending publics want the organization to take sides on a policy
issue
3. legal constraints
4. regulatory constraints
5. prohibition by senior management against an accommodative stance
6. possible conflict between departments of the organization on what strategies to adopt.
How organizations handled a crisis
Intel used justification , corrective action and full apology
Exxon used defensive startegy

Read the cases in the book


Risk communication
What is risk communication?
Any verbal or written exchange that attempts to communicate information regarding risk to public
health and safety and the environment.
Example the mad cows in G. Britain
Risk communicators identified some variables that affect public perception
1. risks voluntarily taken tend to be accepted better than those over which individuals have little
or no control
2. the more complex the situation , the higher the perception of risk
3. familiarity breeds confidence
4. perception of risk increases when the messages of experts conflict
5. the severity of consequences affects risk perceptions
Zoda’s suggestions on writing on risk com
1. begin early and initiate a dialogue with affected publics
2. actively solicit and identify people’s concerns
3. recognize the public as a legitimate partner in the process
4. address issues of concern
5. anticipate and prepare for hostility
6. understand the needs of the media
7. be HONEST

EVALUATION
The purpose of evaluation
It is the systematic assessment of a program and its results. It is a means for practitioners to offer
accountability to clients and to themselves ____J.Bissland

P.R. notes by E.A.Rodopoulos , 2002-2003


12

Objectives
1. PR personnel and management should agree on the criteria that will be used to evaluate
success in attaining objectives
2. Do not wait till the end of the program to determine what to evaluate
Checklist for basic evaluation
1. Was the activity or program adequately planned?
2. Did recipients of the message understand it?
3. How could the program strategy have been more effective?
4. Were all primary and secondary audiences reached?
5. Was the desired organizational objective achieved?
6. What unforeseen circumstances affected the success of the program or activity?
7. Did the program or activity fall within the budget set for it?
8. What steps can be taken to improve the success of similar future activities?
Current status of measurement and evaluation
Some techniques as computerized news-clips analysis, survey sampling, correlation with sales.
On the basic level there are compilations of message distribution and media placements, the
second level measurement of audience awareness, comprehension and keeping in mind the
message, measurement of changes in attitudes ,opinions and behavior.
MEASUREMENT OF PRODUCTION
Simply way to count how many news releases, feature stories, photos letters and the like are
produced, other way to see quntity and quality of releases.
MEASUREMENT OF MESSAGE EXPOSURE
1. Media impressions
2. Hits on the net
3. Advertising equivalency
4. Systematic tracking
5. Requests and 800 #
6. Cost per person
7. Audience attendance
MEASUREMENT OF AUDIENCE AWARENESS
We have to measure whether target audience groups actually RECEIVED the messages directed to
them , whether they paid ATTENTION , whether they understood the messages, whether they have
retained those messages.
We can measure the comprehension of the message the day after recall ie participants are asked to
view a specific TV program or read a particular news story and then they are interviewed to learn
which message they remembered.
MEASUREMENT OF AUDIENCE ATTITUDES
It can be done via Baseline study.( measurement of audience attitude before, during and after PR
campaign)
MEASUREMENT OF AUDIENCE ACTION
The tools of PR are a means not an end.
MEASUREMENT OF SUPPLEMENTAL ACTIVITIES
1) COMMUNICATION AUDITS
a) Analysis of all communications activities
b) Informal interviews with managerial personnel
c) Informal interviews with community public
2) Pilot tests and split messages
3) Meeting and event attendance
4) Newsletter readership
a) Content analysis
b) Readership interest surveys
c) Article recall
d) Advisory boards

P.R. notes by E.A.Rodopoulos , 2002-2003


13

PUBLIC OPINION AND


PERSUASION
What is public opinion
Public opinion is the sum of individual opinions on an issue affecting those individuals.
Public opinion is a collection of views held by persons interested in the subject.
Some researches have found that :
1. Opinion is highly sensitive to events that have impact on the public ( as a whole or in
segments)
2. Public opinion does not anticipate events , it reacts to them.
3. Events trigger public opinion
4. Events can swing public opinion from one extreme to the other.
Opinion leaders as catalysts
Types of leaders
Formal opinion leaders( elected officials , CEO etc)
Informal opinion leaders ( role models, important persons)
The flow of opinion
Two step theory of communication __ P.O. is really formed by the views of people who have taken
the time to sift information, evaluate it and form an opinion that is expressed to others.
The multiple – step flow model__ can graphically illustrated by a series of concentric circles. In the
epicenter of action are opinion makers etc.
The role of Mass media
The information reaches the publics through media. Examples can be the interviews after a soccer
game , articles about a product etc.

Some theories about mass media effects

Agenda Setting theory__


media sets the agenda for public discussion

Media dependency theory__


MM can have a moderate or even powerful effect on the formation of opinions and
attitudes.

Framing Theory
How the journalists select certain facts , themes ,trearments and even words to frame a
story.

Cultivation Theory
The events are repacked and transformed to more logical and interesting things to readers.
Persuasion
Aristotle mentioned ethos. Logos ,pathos being translated to source credibility , logical argument ,
emotional appeal.

Persuasion is used to
1. Change or neutralize hostile opinions
2. Crystallize latent opinions and positive attitudes
3. Conserve favorable opinions
Factors in persuasive communication
1. Audience analysis ____ beliefs , attitudes , concerns , lifestyles , psychographics.
2. Source credibility ____ The three factors ( expertise , sincerity, charisma). Using celebrities
appears to be problematic due to increasing number of endorsements can mix public who is
doing what, overexpose of a celebrity , endorser’s action undercut the product or service.

P.R. notes by E.A.Rodopoulos , 2002-2003


14

3. Appeal to self Interest ____ Publics become involved in issues or pay attention to messages that
appeal to their psychic or economic needs.( Maslow theory)
4. Clarity of message ____ Messages have to be clear and understandable.
5. Timing and Context _____ A message is more persuasive if environmental factors support the
message or if the message is received within the context of other messages and situations with
which the individual is familiar.
6. Audience Participation ___ involvement and participation
7. Suggestions for action ___ The people endorse an idea if they are accompanied by a proposed
action from the sponsor.
8. Content and Structure of message ___ Some techniques can be used to make messages more
persuasive such as 1. Drama 2. Statistics 3. Surveys and polls 4. Examples 5. Testimonials 6.
Mass media endorsements 7. Emotional appeals.
Propaganda
Propaganda is the deliberate and systematic attempt to shape perceptions , manipulate cognitions
and direct behavior to achieve a response that furthers the desired intent of the propagandist.
Advertising and PR messages use some techniques such as :
• Plain folks
• Testimonial
• Bandwagon
• Card stacking
• Transfer
• Glittering generalities
Persuasion and manipulation
The effectiveness of persuasive techniques is not an exact science. There are some limitations on
effective persuasive messages such as:
1. Lack of message penetration
2. Competing messages
3. Self selection
4. Self perception

THE AUDIENCE AND HOW TO


REACH IT
The audience is a complex set of groups with diverse cultural, ethnic, religious, and economic
attributes whose interests coincide at times and conflict at others. A successful campaign must be
aimed at those segments of the mass audience that are most desirable for its particular purpose
and must employ those media most effective in reaching them. Some segments are easily
identifiable and reachable , others are not. Surveys have do be done in order to identify attributes .
In US two demographic groups deserve special attention
1. Senior – more than 65 years old with proven attributes
 Long experience
 Political oriented
 Source of volunteers
 Health conscious
Ethnic groups
In E U the problem with ONE market is more complicated than in US. Discuss the problem.
Characteristics of the audience
1. The public is increasingly visually oriented
2. Fervent support is generated for single issues
3. Heavy emphasis is placed on personality and celebrity
4. Strong distrust of authority and suspicion of conspiracy exist.
5. The international audience for public relations is expanding swiftly
Matching Audience and media
Some general guidelines exist for matching audience and media
1. Print media are the most effective for delivering a message with details
2. TV has the strongest emotional impact of all media
3. Radio’s greatest advantages are flexibility and ability to reach specific targets , lower cost,
audience exposure
4. The on line media used as supplemental method of reaching a gena\erally well educated ,
relatively affluent audience.

P.R. notes by E.A.Rodopoulos , 2002-2003


15

Media relations
PR practitioners have to remember
1. that editors , reporters at all are :
 Busy
 Pride for making their own decisions
 Editors and PR’s work together
2. That PR have to remember that
 Their job is to inform the public
 The PR story wiil be judged by it self
 Pr role continue after the acceptance of the story.
Print media
Newspapers
Some points to be remembered about :
1. A commercial institution
2. The organization of newspapers
Created events or news happen.
Newspapers some times create news and some times news happen.

PR opportunities in newspapers
1. Material submission
2. Invitation to news conferences must be include facts sheet
3. Editors must have background information before they publish their story
4. The journalists and editors are not aware of everything.
Magazines
They differ from newspapers in content, time frame and methods of operation. Articles are in more
depth , color is used and sometimes are of different interest – in comparison with newspapers that
deal with whole family-.

Periodicals for the public at large


 General interest
 News magazines
 Women’s interest
 Men’s interest
 Senior market

Periodicals for specific audiences


 Special audiences magazines
 Trade journals
 Company and organizational magazines
 Internal
 External

Public relations opportunities with magazines


Some principals
 Submit a story idea that would promote the practitioner’s cause
 Send a written query outlining an article
 Submit a completed article
 In trade journals use news releases and articles in a ready to publish form
The spoken and visual media
Radio
Sound and rock and roll
Speed and mobility are making radio unique
Urgent messages are on the air asap
Loose program structure ( in comparison with TV)
Radio goes everywhere
Flexibility among listeners
High technology is involved

PR opportunities in Radio
1. Newscasts
2. Community calendars
3. Actualities

P.R. notes by E.A.Rodopoulos , 2002-2003


16

4. Talk shows
5. Editorials
6. Disc jockey shows
7. Community events
8. Public service announcements
TV
Color , sound and rock and roll
Cable tv , satellite tv

Pr opportunities in TV
1. Guest appearances on news and talk shows
2. Protest demonstrations
3. Video tapes for news shows
4. General interest films
What to do
 News release and story proposals
 Video news
 Program ideas
MOTION pictures sponsored films

CORPORATIONS
The big business operations – multinational corporations, conglomerates – affect the environment ,
control the employment of thousands of workers, and have an impact on the financial and social
well being of millions .Bigness brings remot6eness , the popular phrase THE FACELESS
CORPORATION it is a cliché and it represents the public distrust over them.

General Electric Co., sees four factors that must be taken into consideration whenever a
management decision is made :
1. Political – How do government regulations and other pressures affect the decision
2. Technological – do we have engineering knowledge to complete the goal
3. Social – what is our responsibility to society
4. Economic – will it make a profit
Human Factor
A successful company must conduct relations with its employees with a responsible ,
companssionate policy.
The public perceptions
Public thinks of big business as greedy , cold, with no social values. Especially in case of massive lay-offs
public criticism is getting hard to fight. What can happen when business overlook the human factor ? The
lesson is clear : before a company takes an action affecting the public , its management should attempt to
view the move through the eyes of others.Similarly if the company’s employees believe that management
is treating them unfairly , their work suffers and internal tensions develop. However , due to the advance of
the technology , and for company’s survival lay-offs might be used and in some cases the new technology
might annoy customers. ( example of the new telephone centers with the pre recorded voices “The lines
are busy , our first available officer will serve you soon ”
CONSUMERISM
The Latin presept caveat emptor – let the buyer beware is long gone. Business are required to
produce goods and services , of safe , acceptable quality on honest terms, and good terms of
payments . Consumerism is a significant and growing force in the conduct of business. The
consumer movement developed during the past three decades because far too often business firms
were cought either cheating their customers or carelessly giving them inferior products. Ralph
Nader – a Washington lawyer – was one of the first consumerism activists. One of the ways the
consumers can react to a company is the boycott
PRODUCT RECALLS
Recalls of defective products from the purchasers are the most visible and frequently very
expensive aspect of corporate relations with customers.
BUSINESS PUBLIC AFFAIRS
Corporate citizenship is a basic tenet of business and industry for several reasons
1. Many business executives have realized that to reduce government regulation they must
take the initiative and voluntarily exercise a sense of social responsibility.
2. Business and industrial leaders realize that they can survive and prosper only in a stable
socity that provides safety , security and economic well being for its citizens.
3. Corporate citizenship enhances a company’w reputation and its ability to market goods and
services.

P.R. notes by E.A.Rodopoulos , 2002-2003


17

COMMUNITY RELATIONS
Following the Think globally , act locally business have to take care of the affairs with the
community in which they work with.
CORPORATE AID TO EDUCATION
School supports , research support , grants etc
One good example of corporate public relations is the one of the Japanese firms working in the US.
CORPORATE PHILANTHROPY
Company financial contributions to community and national social programs and institutions are
closely related to community relations. See the PR insights , give some examples.
CORPORATIONS AND THE ENVIRONMENT
Public is more aware of the importance of environment.

THE PUBLIC RELATIONS ROLE.


1. Present to the public the company’s environmental accomplishments
2. Inform top management of the public’s perception and concerns about the company’s
environmental record
3. Conduct environmental cleanup campaigns within the company

The green image


One company’s program

THE BUSINESS – MEDIA


RELATIONSHIP
Some times media inform the public in a way that will mislead the P.O. and/or the info is different
that the one business has passed through or any other case you might think of. PR stand in the
middle.
FINANCIAL INFORMATION
Two primary targets for a company’s financial information are 1. Stockholdres 2. Financial analysts.
SENSITIVITY TO ETHNIC GROUPS
MARKETING COMMUNICATIONS
The terms , marketing communication , marketing public relations, integrated marketing
communications are often used.
1. Product publicity
product publicity is more effective than an expensive advertising campaign.

2. Informations Bureus
3. School Promotions
4. Cause- related marketing
5. Corporate sponsorships

EMPLOYEE COMMUNICATIONS
Health and social issues
1. Use of drugs
2. Smoking
3. Sexual harassment

P.R. notes by E.A.Rodopoulos , 2002-2003


18

P.R. notes by E.A.Rodopoulos , 2002-2003

You might also like