corporate image management through public relation

7/30/2019 Corporate Image Management Through Public Relation

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CORPORATE IMAGE

MANAGEMENT THROUGH PUBLIC

RELATION

Dissertation submitted to the Department of Journalism &

Mass Communication, Baba Saheb Bhim Rao Ambedkar

University, in Partial Fulfillment for the award of

Master of Journalism& Mass Communication

Supervisor Researcher

Apoorv Mishra

Department of Journalism & Mass Communication

Baba Saheb Bhim Rao Ambdedkar University2012-13

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Content

Acknowledgement

3

Preface

4-5

Introduction

Historical background of public relation strategies

Oral history by

Levi Strauss.

Louis Martini Winery

DIVERSIONARY RESPONSEPR STRATEGIES

Concession.

Relabelling.

Dissociation.

Ingratiation.

CREATIVE PR STRATEGIES

finders keepers

Netting resumes

Bloggers grown wings

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Exchange for shelf-space

All apologies

All aboard

DEFENSIVE PR STRATGIES

Example of PR strategy

BRAND REVATIZATION PR STRATGIES

Example of Brand Revitalization strategy

PROMOTIONAL TOOL MIX PR STRATGIES-

5 NEW TRENDY PR STRATESIES

Guerrilla marketing

Social media integration

internet and sharing.

Media relation

CelebrityAmbassadors

SURVEYS

INTERVIEW

An interview with Jerre Stead, EXCEL award recipient

Communication World, June-July, 1995.

CONCLUSION

BIBLIOGRAPHY

ANNEXURE

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Acknowledgement

This text is compilation of definition of public relation ,importance of public relation in different sectors of market ,

how these sectors make various strategies , what are their

aim and final objective. Also containing historical back

ground, brief introduction of topic Public Relation is in take

off stage. A few general topics of the subject have been also

dealt with. The text has been written in simple graspablelanguage & profusely illustrated with some datas.

In the last but not the least, I wish to express my deep sense

of gratitude & indebtedness to those who helped me directly

or indirectly during the preparation of the manuscript of this

text. It couldnt have been possible for me to execute this

work had I not been supported by a number of people. Im

really grateful to My Faculty of Department of Journalism &

Mass Communication.

Thanking

you,

Apoorv Mishra

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Preface

As we know Public relation is all about following points-

The promotion of rapport and goodwill between an

organization and its special publics or the community at

large.

The planned effort to influence opinion through good

character and responsible performance, based upon

mutually satisfactory two-way communication.

Communication to help an organization and its publics adapt

to each other.

The art of reputation management.

I HAVE CHOOSEN THIS TOPIC BECAUSE

To do a Master of Journalism and Mass Communication was my

area of interest and career. This topic is the heart and soul of my

visionary dream. Provide me all basic and necessary information

on how to enter this field and with what essential qualities. I have

leaned valuable fundas and now my points of view in this field are

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like these. Engaging in public relations everyday. I started to

observe following points.

How you act in public.

How you interact with others

How you carry yourself

Your appearance

Your off-campus activities

What you do now

From those goals begin to form a plan of action

Research

Objective

Obstacles

Strategy

Results

Set a time table for your program and then work backwards to set

a timeline for deadlines.Make sure the program carries through the

fraternities established themes, taglines, logos, etc.I hope this

dissertation would be useful in understanding in different

types of PR strategy.

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Introduction

Public Relations in India is still at a stage where it is striving

towards setting consistency and standardization. To be at par with

international standards and to instill an element of credibility , the

industry has to first of all create a talent pool which is professional,

highly-skilled . Its the quality of professionals that defines the

representation and face-value of maturity, articulation, and above

all- the ability to disseminate well-crafted messages within

permissible turn-around period. More than the question of what to

communicate, its the matter of whom to target that young

industry shotguns fail to hit upon. Newsworthiness is a point that

is harped upon while selling content to media. Now, this is

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something that has always been a bone of contention amongst

publicists and the media alike. This is precisely where strategic

media targeting comes into play. Defending commercial interest,

and yet gaining news-value is the state of optimal equilibrium.

After all, we are in the business of creating

perceptions. Once we do our ground-work well, apprehensions

and prejudiced opinion against the profession can be controlled.

There are some ways by which we can create a new identity for

PR-

Knowledge forums - There are very few PR specific

seminars/workshops where people can get hands-on knowledge

about the industry and trends. In these seminars, we can invite

corporate heads, corporate communication heads, marketing

heads and also students of various PR institutes.

PR magazine/newsletter - This may talk about the industry and its

trends and will be targeted at above-mentioned people. There

could be an electronic version also which could be easily sent out

to the people.

PR agency consortium - There should be various consortium PR

agencies which would work towards protecting the interests of the

industry.

PR awards we have awards for all almost every industry/sector

but not for PR. Western countries give awards for innovative

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campaigns executed by various agencies. We can create a similar

model here to acknowledge and reward innovative work

undertaken by agencies.

History and background of Public

Relation for Corporate Image

Building through public relationPublic relation (PR) is the practice of managing

communication between an organization and its publics. Public

relations gains an organization or individual exposure to their

audiences using topics of public interest and news items that

provide a third-party endorsement and do not direct payment.

Common activities include speaking at conferences, working with

the media, crisis communications, social media engagement, and

employee communication. It is something that is not tangible; this

is what sets it apart from advertising.

PR can be used to build rapport with employees, customers,

investors, voters, or the general public. Almost any organization

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that has a stake in how it is portrayed in the public arena employs

some level of public relations. There are a number of related

disciplines falling under the banner ofCorporate Communications,

such as Analyst Relations, Media Relations, Investor Relations,

Internal Communications and Labor Relations. PR professionals

focus on building relationships that help to establish rapport with

publics. Public Relations professionals must know how to write

clearly, speak clearly, and think analytically. These skills are

necessary because in the field of PR there is constant

communication between professionals and their publics. PR

professionals also have to think critically so that they can come up

with resolutions to problems their clients may face .There are

many areas of public relations, but the most recognized are

financial public relations, product public relations, and crisis public

relations.

Financial public relations - providing information mainly to

business reporters.

Product public relations - gaining publicity for a particular

product or service (rather than using advertising).

Crisis public relations - responding to negative accusations

or information.

Oral histories: the most overlooked public relations tool

Written histories are widely recognized as integral parts of

corporate culture. But, as Levi Strauss, the Louis Martini Winery

and other companies are discovering, oral histories also can be

valuable public relations, advertising and marketing strategies

because they represent "the life of the company."

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How do you create an oral history?

Willa Baum, the director of the Regional Oral History Office at the

University of California, Berkeley, has this advice on starting anoral history: "You start with who's alive and has a good memory,

and then expand out." Expanding out entails analyzing the

organization's structure and attempting to characterize that through

narratives with long-standing workers representing the various

divisions. These will be short interviews, one to two hours, but,

nevertheless, of great value to the history as a whole.

"You want to have people who represent the workers and can talk

about the progression and changes in the organization from their

perspective," says Baum. "The fact that a business thinks enough

of a worker's contributions to record them and use them as a guide

is a matter of pride for the workers and a matter of strength for the

institution. With Levi Strauss we were able to interview the leaders.

We wanted to do the oldest members of the work force - laborers

and floor ladies - but we lacked funding. We have 19 oral histories

from Kaiser Permanente, but that still only covers the leaders. No

nurses. No staff. Ah, nothing we've ever done has been ideal, but it

has been ideal in terms of available resources and funding."

Levi Strauss

Levi Strauss & Co., San Francisco, draws on its oral history by

using quotes from Walter Hauss, Sr., an early president and

chairman of the board, in its brochures, press packets and annual

reports. The company also makes references to its oral history

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through in-house newsletters, linking historic corporate

responsibility and personnel policies with present day policies.

The Louis Martini Winery

Taking quotes from the oral history to use as public relations,

advertising, and marketing tool personalizes a company's products

and services. The Louis Martini Winery, St. Helena, Calif., uses

quotations from Founder Louis Martini Sr. as oral history in its

advertising and press kits.

"The quotes show it's an old, traditional family business," says

Lorna Impel, the company's public relations director. "It helps in

our advertising because the winery's heritage and history is what

the company is all about; it's one of the few family-owned and

operated wineries left, now being run by the third generation. The

quotes in our advertising point out to the consumer the quality of

our wine."Companies also use oral history quotes for product

displays, exhibits and even theater. The Louis Martini Winery

enacted a play of the first vintners' gathering at the Napa Valley

Wine Auction. The material came directly from the oral history.

The possibilities are endless

The creative marketing mind immediately grasps the possibilities if

historic and in-depth interviews with people from all divisions of an

organization become available. These quotes and sound bites give

the advertising and public relations departments material to work

with that has an original feel and texture.

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Oral histories prove to be invaluable management

tools as well. They not only cover the chronological account of the

organization, but also the social history as well. Consequently,

they are important research sources, especially in making

decisions regarding the future of the company. Future leaders will

be able to go back and find out what really happened 30 years ago

in any given department, or what actually occurred during a major

change. Accordingly, it is of extreme value that the true stories be

obtained in the interviews. Frank talk and blunt observations are

key elements of the oral history. To guarantee that, all

interviewees should be made aware that sealing a portion of an

interview for a select number of years is an option.Many

businesses end up donating their oral histories to archives such as

a university library, a business library, or state, county or city

historical society. The University of California concentrates on

family businesses and now possesses oral histories from LeviStrauss & Company, the DeDominico Family, Kaiser Permanente

and several wineries and mining companies.

These histories are made available to the public as a research and

teaching tool. According to Baum, business students want to know

what steps taken by the companies proved fruitful and what steps

failed. This kind of study is on the increase; consequently these

oral histories are in demand. This matches the Regional Oral

History Office's original goal to have these histories available for

scholarly research; graduate students could base their

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DIVERSIONARY RESPONSEPR

STRATEGIES

Many kind of Diversionary response strategies are open to

communication planners .These strategies aims at shifting the

gaze of public from the problem associated with the organization.

These are basically of four types

1. Concession

2. Relabelling

3. Ingratiation

4. Disassociation

Concession:-

by this organization tries to rebuild with its public by offering them,

of what they are expecting. For e.g. objection was made to anadvertising of car company [1998], parodying Leonardo Da Vinci

s The last supper with caption- my friends ,let us rejoice,

because anew golf is born.

For this, Volkswagen the France car company and

advertising agency offered a major financial contribution to the

religious charity group, protesters .This value of concession was

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appreciated, recognized by both. [Offended public and Car

Company].

Ingratiation:-

is a tactic in which there is an attempt by individuals to increase

their attractiveness and upward influence in the eyes of other

organizational members(management). Four common tactics of

ingratiation are identified: other enhancement, rendering favors,

opinion conformity and self presentation. Suggests that ingratiation

is influenced by individual variables such as: Machiavellianism,

locus of control and work task uniqueness.Furthermore, situational

variables affect this political behavior. There were mixed research

results on the impact of ingratiation on further career success.

Some recent research concluded that this tactic has little or no

effect on extrinsic and intrinsic rewards available to the individuals.

UNDERSTANDING IN DETAIL SOME IMPORTANT

TERMS-

Complimentary Other-Enhancement

Basically it means flattery. The person focuses and often

exaggerates the positive side, and ignores the negative side,

with the goal to communicate the idea that the ingratiatory

thinks highly of the other person. This tactic succeeds often

because people find it difficult not to like people who think

highly of them. To succeed (even despite internal dislike of

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the other person), the ingratiator must give his compliments

credibility. One way is to make sure the reason for the

ingratiation isn't apparent, or the future "favor" needed isn't

obvious or relevant at the time of the compliments .Another

tactic is to tell a third person flattering remarks and have

them "get back" to the target person. Credibility is

established in this process.

One must also make sure the compliments

are plausible, yet still more lavish than the target person

thinks they deserve. It's best to target a person't perceived

weaknesses for flattery. It's the person's doubts about

themselves that open them up for flattery.

Another effect, the "passivity effect" states that people tend to

like people who seem to approve of them than those who

disapprove of them.One can also complicate the flattery to

make it more credible. In a two-sided message strategy, one

could mix negative comments (that the target is fully aware of)

with flattery at attributes the target is uncertain of. Also

comments that put him relatively higher than others on some

criteria may be more gratifying. Flattery and ingratiation tend to

operate in a hinterland of ambiquity.

Another tactic is to start with more negative comments to create

"approval deprivation", then to follow up with more positive

comments (risky but potentially effective). The "friendly insult" is

commonly used by men to suggest admiration. The insult

suggests to the target that they have the attention of the person

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and that they have the strength and good nature to survive the

attack.

Conformity in Opinion, Judgment, and Behavior

A second tactic is conforming to the various ways of the target

person. The belief is that people like those with apparently

similar values. It can range from simple agreement to mimicry.Unlike verbal flattery, mimicry and other complex forms of

conformity may be more difficult to develop and sustain,

especially when they don't actually conform to your real

opinions or behaviors.

Another tactic to ingratiation is to allow the target to

"convince" you of their opinion. Various studies show that eitherconsistent conformity or conformity preceded by sufficient

resistance are both good strategies at ingratiation. However, it's

important not to merely change your opinion each time you hear

the target's opinion -- try to state your opinion (which you

believe is also theirs) before the target states theirs -- it will

seem more sincere.

Another effective method is to disagree on irrelevant

topics to establish some personal independence from the

target, and then appear to agree or switch to agreement on

relevant topics.

Self-Presentation - tactic is to present one's own attributes in a

manner that the target would approve and like. The successful

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ingratiator models themself on the targets "ideal". The

ingratiator can either focus on their strengths and virtues, or

present themselves in such a way as to increase the strengths

and virtues of the target person. For either tactic, credibility

remains important. Actions such as humility and modesty can

also work. Asking for advice or assistance can also be gratifying

to the target. One can also revel sensitive personal opinions to

convey the flattery of implied trust and understanding.

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CREATIVE PR STRATEGIES

one has to be extra hard working , thorough knowledge about

brand and their competitor. A good understanding of consumer

behaviour, changing trends of market which in turn may effect your

brand toward good or bad , to have a striking combination with

everyone within the agency from studio , finance, planning ,

creativity .When work pressure is there one can be in hell but ulearn a lot . Everyday u learn something new, add new dimension

to our existing knowledge .One should read a lot , the triumph u

feel after finishing a job after a great hard work is beyond

describing . So guys its all about managing our own work

discreetly .

Creativity can do well to help get a message out. Creativitycarries risk as theres always a chance the idea will flop, or worse

attract negative attention. A good way to brainstorm for new ideas

and to see what has worked well is to examine what others have

done. Here are seven creative ideas Ive stumbled upon while

scouring the Net for creative PR ideas:

Seven Creative PR ideas

1. Finders keepers

2. Netting resumes

3. Bloggers grown wings

4. Exchange for shelf-space

5. All apologies

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6. All aboard

7. Much to learn young grasshopper

1. Finders keepers. Burger King had people reaching for their

wallets. The fast food joint dropped wallets filled with cash, gift

cards and other BK paraphernalia.

2. Netting resumes. The New Jersey Nets provided a service to

unemployed fans where job seekers could send their resume to

the Nets job bank; in turn the Nets would attempt to link applicants

with their sponsors and affiliated businesses. In addition, the Nets

handed out free tickets to people that submitted their resumes on a

first come, first serve basis.

3. Blogger grows wings. When Southwest was looking to board a

new blogger the company turned the search into a competition.

Would-be applicants were to submit a one-minute audition from

which three finalists would be selected for a trip to the 2008

BlogWorld Expo where the winner would be chosen. As this post

aptly noted, They're killing two birds with one stone - getting great

publicity for their airline and executing the ultimate job candidate

search without much overhead.

4. Exchange for shelf-space. The Gap emptied shelf-space when

it arranged for the New York Stock Exchange to permit employees

to dress down provided those employees chose to wear a pair of

the clothing stores 1969 Premium Jeans. The PR stunt ran in

conjunction with a $20 discount on jeans purchased at the outlets

online store. Gap caught some flack because clearly it was a PR

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stunt or perhaps because Wall Streets popularity is in freefall, but

kudos to the team at Gap for daring to think different and take a

risk.

5. All apologies- Netflix apologized for a service disruption to its

Xbox Live users and offered a two percent discount. Small change

on an individual basis, but Netflix extended the apology to ALL

Xbox Live service users, not just those affected by the outage.

6. All aboard. The National Railway Museum in the UK hired a

six-year-old as its director of fun. The boy had sent a letter to the

museum after learning a recent retirement had left an opening.

The BBC took note.

7. Much to learn young grasshopper - A company calledGotVMail rebranded itself Grasshopper, Inc. and to kick off its

rebranding campaign mailed chocolate covered grasshoppers to

5,000 influential people. The company pitched a YouTube video

that as of today has received more than 200,000 views and

reached nearly one-million people on Twitter.

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DEFENSIVE PR STRATGIES

The Dark Side of PR

When facedwith terrible information on our business, we have

three options. The first option is to ignore the data and assumeeverything is okay. The second option is to see the data and

tackle the problems head-on so we can find out the truth and fix

what needs to be fixed. And finally, theres a final option rather

than ignore the information or do something about it the effective

and less travelled road is work tirelessly to undermine the original

information, have some doubt for accuracy.

Option three is a defensive strategy and

normally becomes a viable option for a corporation who possibly

faces extinction (cigarettes) or major losses (BPH) if the

government and public turn against it. We learned about this

strategy in school and its darn effective and relatively simple

thanks to mercenary scientists and market researchers who start

with the end in ind.

Do you remember when there was conflicting evidence that

smoking cigarettes were dangerous or the new evidence around

global warming possibly not being a real issue? Confuse the

public enough and the corporations get a stalemate as legislators

get caught between good and bad science.

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While I cant confirm the above is whats happening, I did find it

interesting that the WV Nursing Home Association would decide to

run ads on local radio stations stating that in an *ahem*

independent customer satisfaction survey X% (I think somewhere

around 95%) of respondents were very pleased with their level of

care. X% really?

I guess those terrible ratings from the government have to be

wrong then.

EXAMPLE OF DEFENSIVE PR STRATEGY

One of the earliest documents on the tobacco

industry's PR strategy is from 1953, from the public relations firm

ofHill & Knowlton. It shows how the heads of the major American

tobacco companies came together and agreed to engage in a

massive, long-term public relations effort to confuse the public

regarding information on smoking and health. The document

consists of minutes of a now infamous 1953 meeting at the Plaza

Hotel between the presidents of the major tobacco companies and

representatives of the public relations firm Hill & Knowlton. The

minutes state.

The chief executive officers of all the leading tobacco

companies--R.J. Reynolds, Philip Morris, Benson & Hedges, U.S.

Tobacco Company, Brown & Williamson -- have agreed to go

along with a public relations program on the health issue.

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Brand Revitalization strategy

Brand Revitalization is a major overhaul of a brand, starting with its

positioning and proceeding through creative regeneration of the

brand identity. Revitalizing a dormant brand can be a highly

profitable strategy under the right circumstances. Over time,

brands build up awareness and name recognition among your

customers. People connect emotionally with brand that reminds

them of a specific time, place or experience, and old brands often

have a reputation of reliability that new brands cannot match. If

products, services or competition has changed for your business

over the years, then it is time to re-evaluate your brand. Or,

perhaps you never had a clear vision of your brand. Our branding

process will assist your leadership team with clarity and focus.

When the core purpose and vision of the future are crystal clear,

something magical happenspeople get aligned, productivity

increases, satisfaction increases and a strong brand is created.

Some basic points should be kept in mind..

Relevant consumer understanding

knowledge on market dynamics

Strong analytical skills coupled with excellent Man

management approach.

Able to lead a cross functional team to drive the objective on

hand .

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Believes in an optimum mix of Delegation and Hands -on

approach.

A complete team player, with leadership qualities.The key objective Get The Job done ,with full integrity!!'...

Example of Brand Revitalization strategy

IBN 7 Launches 'Citizen Journalist'

-A Citizen for a Citizen's Initiative

New Delhi July 5, 2006:

Practicing its philosophy of inclusive journalism IBN 7

launches 'Citizen Journalist' to the Hindi news space .

Hitherto CNN-IBN, the fellow channel of the TV 18 Network,

was empowering the common man through the Citizen

Journalism initiative. 'Citizen Journalist' encourages the

viewers to document in pictures or videos, anything around

them that should be brought to the nation's notice. The most

relevant reports sent will be aired on the channel, duly

crediting the viewer. Citizens can report on news items of

importance across the country by sending in a MMS to 2622,

SMS CJ (Story) to 2622 or by calling IBN 7's help-line at 0120-

2515340. Citizen Journalists may also e-mail their stories to

[email protected] or even post their stories on

www.ibnlive.com. Citizen Journalist, the initiative started by

CNN-IBN and has over 2000 stories in its bank within just six

months.

Ashutosh, Managing Editor, IBN 7 said,

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"We at IBN 7 endeavorto infuse our mission statement

'Khabar Har Keemat Par' in every individual's life, and ' Citizen

Journalist' an ideal route to capture it. This initiative by CNN-

IBN is exemplary and laudable. We are confident that IBN 7

will also receive an encouraging response and attain similar

success"

Editor-n-Chief, CNN-IBN, Rajdeep

Sardesai said, " Citizen Journalist is an idea whose time has

come. It 's a way of engaging the viewer, of making him/her

an active participant in the process of newsgathering, of

making television news truly interactive. The big idea is to

build a citizenry that is engaged with public life."

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PROMOTIONAL TOOL MIX PR

STRATGY

In the most simple terms, promotion or marketing communication

is the way in which organisations communicate with their

customers. The customers may be intermediaries (such as

advertising agencies, retailers or sales people) or the end user of

the product. End users may continue the communication chain by

influencing the decision making of their friends and acquaintances.

It aims at attracting business success.

Gain Customer Confidence. Customer indecisiveness,

skepticism, indifference, or confusion are among the top

sales killers in the business world. It's up to you to project an

image of experience, quality, dependability, excellent

customer service, and/or added value to your prospective

customers in order to win their confidence. If you haven't

clearly communicated the advantages and solid reasons for

them to do business with you, then they'll be hesitant to

commit and the sale will go to your competitor.

Penetrate awareness of your target audience by using

integrated marketing strategy, which in many cases would

include a well-planned website marketing strategy. Stated

simply: the more ways the public hears about you, the better

your chances are for achieving brand recognition, credibility,

and greater market share. Effective marketing strategy is

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partly the result of exposing your target audience to your

name and your selling points (unique selling proposition) as

often as possible (frequency), in as many ways as possible,

and as cost-effectively as possible.

Purchasing is an emotional decision. Instill in your prospects

good feelings about your company, your business

relationship with them, and how you can improve their lives

or solve their problem. Accomplishing that is at least as

important in the sales and marketing process as focusingattention on product features and benefits. To learn more

about the role emotion plays in marketing.

Continually ask questions, re-evaluate what you're doing,

and be flexible. If your website isn't converting the way it

ought to be, try to pinpoint its weaknesses and correct them.

The same holds true for print ads that are not generating

responses. If the solution doesn't jump right out at you, ask

your associates, acquaintances, neighbors, or spouse what

their initial gut reaction is to your latest print ad, website

landing page, a marketing postcard, or a radio ad. Instead of

asking them what they think of it, ask them the more pointed

question of how they think it could be improved (and assure

them that you won't be offended by their constructive

criticism). Useful feedback can often come from unexpected

sources.

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Here are 5 trendy, new strategies being adopted by

PR agencies today.

1. Guerrilla marketing - This strategy is gaining in popularity and

even though they work best for small companies; big companies

are adopting this technique as well. Guerilla marketing is a low-

cost high-impact tactic that is meant to draw attention. The biggest

example is when Cartoon Network in 2007 placed several

magnetic displays in and around Boston to represent a few of the

characters of the Television series Aqua..

2.Social media integration- Social Media includes Internet

marketing channels like Facebook, Twitter, Linked-In and You

Tube to name a few. Companies start Facebook and Twitter

accounts to keep their followers updated with the best offers, latest

news, new locations, discounts and industry trends. A goodexample of a company that has solely used social media to

promote sales is Rosa Mexicano. The restaurant draws customers

by exclusively working on websites.

3.internet and sharing - Internet sharing refers to the global

distribution of information via the electronic medium. Mobile

marketing, Podcasting, E-Zines, Vlogs and Wiki sites almost

replace the traditional media kit. Social bookmarking sites like

Digg, Delicious, Stumble-Upon and Reddit also get word of your

product .

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4 Media relation- The new trends indicate that print is being read

less and less each day. This can only mean one thing - people are

reading on the Internet. Therefore, instead of maintaining media

relations with magazines and newspaper reporters, PR agencies

are now trying to reach out to highly connected bloggers. These

bloggers communicate directly with the audience. Instead of

writing news releases for print media, the new trend is to write

concise ideas of your product or service and pitch it to a handful of

bloggers. It is more effective to have a few bloggers writing about

one of your products than to have one glorified article on an

expensive magazine.

5.celebrityambassdors The more creative you are with your brand

ambassador the better will the response be to your product.

Celebrity ambassadors will never go out of fashion. You can also

create character bloggers or character twitters: They can be thename and the face of the brand in the virtual medium. Example:

Television shows like Greys Anatomy are using character blogs to

promote viewership.

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SURVEY

1 . Do you know about Corporate Image Management through

Public Relation ?

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Source: a survey has been done among the people age of 18-40 in

Lucknow -2010

COMMENT: Most of the people know about Corporate Image

Management through Public Relation. The ratio of male and

female is approximately same.

2 . Have you ever heard about diversionary response PR strategy

. If , yes , which aspect of the strategy is your favourite . Four

options are..

1. Concession.

2. Relabelling.

3. Dissociation.

4. Ingratiation

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Female

age- 18-40

Yes 87

No 13

5%

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survey been done among the people age of 18-40 in Lucknow -2010

COMMENT: Most of the people know about divisionary PR

strategies. The ratio of male and female is approximately

same. And the most popular strategy is relabeling which

mine favorite is too.

3 . Have you ever heard aboutcreative PR strategy? If, yes, which

aspect of the strategy is your favorite. six options are..

finders keepers

Netting resumes



All apologies

All aboard

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Lucknow -2010

Comments - most of the male are not aware of creative

PR stategy , whereas females are much aware of it, in

comparison of male .For favourite aspect.exchange is

most popular.

4 . Have you ever heard about defensive PR strategy?

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Lucknow -2010

COMMENT: Most of the people know about defensive PR

strategies

. The ratio of male and female is approximately

same.

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5 .Have you ever heard about brand revatization PR strategy?


Lucknow -2010

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COMMENT: Most of the people dont know about brand

revatization PR strategy. The awareness ratio of male and

female is approximatelysame.

6. Have you ever heard about promotional tool mix PR strategy?

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Lucknow -2010

COMMENT: Average people know about promotional tool mix

PR strategy. The ratio of male and female is approximately

same.

8.Among trendy PR strategy , which is your favourite.

Guerrilla marketing



Media relation

Celebrity Ambassadors.

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Interview

An interview with Jerre Stead, EXCEL award recipient

Communication World, June-July, 1995

Q1. Have you developed any particular strategies that

contribute to your own style of communication?

One is that the only way you really win in business is through your

own associates, or employees, being externally focused on

customers. Over the years I've gotten to the point where I

really do believe that the only sustainable competitive

advantage any company has is its people.Two, I also start out

with the assumption that's proved to be pretty accurate over

time, that the people power available to a corporation, or

organization of any kind, is very rarely tapped to its potential

because of the lack of trust that we have, conscious or

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unconscious, in our people. So I start out with the assumption

that I trust 100 percent of our people, and that each and every

person knows how to do his or her job better than anybody

else.

I also believe that because people really do, in a corporation,

develop, sell, market, support, innovate, create - everything is

done by people - one of the most important things we can do

is create really world-class internal communication vehicles

and systems. If you're not keeping all of your people current

and constantly up-to-speed, and sharing with them the facts,

we won't be allowing them to be accountable; to make a

difference. I actually tell people that coaching responsibilities

are management responsibilities. They should be spending at

least 50 percent of their time in communication, and that

includes sharing facts, as well as listening.

Q2. What are the areas you find most challenging in working

with increasingly diverse cultures, both globally and

locally?

I think two things: One is that we complicate the globalenvironment much more than we need to. For example, one of the

things I always do when I join a company is to make sure that we

set an agreed-upon vision and mission and set of values. It is

incredible to me how often we get the question, "Will these values

be accepted in Spain? or Europe or someplace else?" Because

we are so insulated in the United States, we think the rest of the

world is different. I have lived and managed outside of the U.S. for

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many years; people value values equally around the world.

Secondly, we do not do nearly enough interchange; if we're

running a global company, it's coincidental that in the case of

Legent or AT&T or anybody else that our headquarters happen to

be in the United States. We need a very diversified set of leaders.

For example, the person whom we have just selected to run our

North American sales organization at Legent is from Australia.You

created a major cultural shift at AT&T/GIS as well as other

companies. Can you elaborate on some of the programs that

you've instituted, and why you feel a vision and mission and

values statement to be so vital?

One of the wonderful things

about AT&T/GIS and Legent is that we are the kind of companies

we are, with the number of associates that we have. At both of

these companies, I have relied on many of the same

communication programs. At Legent, I'm now able to communicate

by E-mail more efficiently, and faster, around the world than any

place I've ever been. It's a wonderful vehicle. We also have a

once-every-two-months video that we produce. We do a Coach's

Corner once every two weeks in addition to Coach's Rallies and

Juice with Jerre.

Q3 . How many people do you have in the corporate

communicationdepartment?

We are growing so quickly it's hard to keep track. Right now we

have nine.When we look at the bottom line, and I'm talking about

the profit/loss, financial bottom line, how important do you think

good communication is?

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Over the long haul,

that's more important than anything else we can do. To really

maximize the resources of the company, people have to know

what's going on. We'll start at Legent, as an example, soon, with

scoreboards letting folks know exactly how we're doing from our

revenue growth standpoint, our profit growth standpoint, our

customer delight standpoint, so our people know what's

happening. It's critical.

Q4 . Do you have any other advice or suggestions that you

could offer our readers?

The only additional comment I would make is I try to create an

environment where we have a single class of people, a world-class

group of folks. We are all equally important. I work on an

objectives, measures and rewards system, and work very hard to

get those of us who have coaching responsibilities to make sure

that we are adequately trained and adequately rewarded for

communicating with our associates. That's critical to the ultimate

success of any organization.

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Q4 . Do you have any other advice or suggestions that you

could offer our readers?

The only additional comment I would make is I try to create an

environment where we have a single class of people, a world-

class group of folks. We are all equally important. I work on an

objectives, measures and rewards system, and work very

hard to get those of us who have coaching responsibilities to

make sure that we are adequately trained and adequately

rewarded for communicating with our associates. That's

critical to the ultimate success of any organization.

Conclusion

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In a word: credibility.And a good public relations strategy is the

way to get the media to seek you out. How can you make the PR

process work for you? Let me walk you through 10 rules you need

to create an effective PR plan to give your product competitive

advantages in yourmarket:

1. Know your market. The more specific you can get about

which community should use your product, the easier it will

be to identify which media you need to work with. Be very

narrow in your target, realizing that no product ever

commands 100 percent market share, nor does it need to in

order to be successful.

2. Identify the product benefits relevant to your market.

Features arent as important as what your product does for

your potential clientele. Remember, at this stage youre

trying to sell your product or service to the media so your

story will get published. Let them know the benefits and

show them the numbers to prove that your product saves

users time and money--or makes money.

3. Establish your product as unique. Its important to be able to

prove your product is x-times faster, better, cleaner or more

cost-effective than your competitors product or industry

standard. Such specific and proven advantages will provide

the media concrete evidence to feature your product over

anyone elses.

4. Source and use testimonials. All other things equal,

testimonials are one of the strongest ways to enhance the

credibility of any promotional piece. This also holds true for

your editorial piece as well. The main difference will be the

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way the testimonial is presented. While in some promotional

pieces you might get away with someone named C.K. from

Omaha who says your widgets are great. However an

editorial piece needs to be about a targeted benefit.

5. Target the media used by your target market. Find out

which media outlets yourtargetmarket typically reads, views

or listens to. In many cases, youll be able to identify specific

journals or programs for the industry you are targeting. If its

not obvious, you may need to do some research to find out

which media are most seen or read by your targetmarket.

You can get this information from SRDS and any of the

Bacons directories. These types of publications outline

available newspapers, magazines, newsletters, radio and

television broadcasts according to locality and special

interest groups. They also provide names and contact

information for key editors.6. Prepare your press release to be printed as is. Start your

release with a great headline and make sure it also follows

AP style guides so a journalist can (if they so choose) cut

and paste your copy for their story needs. Your first

paragraph should be no more than 25 words and needs to

both explain the headline and summaries the story.Journalists spend on average of seven seconds speed

reading the hundreds of news releases they receive each

day, so the first 25 words are critical. And remember to keep

your editorial to one page or less.

7. Sell your release. Make a phone call to the person named in

the media guide. Let them know you have a story that may

interest them and their readers. Give them the headline and

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the first paragraph. Theyll make a decision then and there

whether they like it or not. A yes or maybe means send

me a fax or email with more information. Then, forward

immediately marked clearly to their attention. Earn the right

to follow up by asking if you can call back the next day or at

some other specific time, depending on publication dates.

8. Follow up. Call your contact when you said you would to

confirm whether or not they received the information you

sent and offer to provide more information if necessary.

9. Keep in contact. But dont be pushy. If the story is of value, it

will sell itself. All you should do is provide your contact with

the convenience of more information. This is also a good

way to make sure your press release gets a second look.

10. Use a photograph. A photograph can literally sell a thousand

words. Daily media are more photo-conscious than ever, and

are more interested in photos than the monthly specialinterest magazines or trade journals. Those publications are

usually only interested in a photograph if it educates or

informs the reader.

Are these steps a guarantee of publication, broadcast and

success? No.

But by following them, youll immediately increase your chances of

success and youll also start to build the good media relationships

youll need for the future. Youll also give your product a strong

competitive advantage in the mediamarket, while any results you

do achieve from free press will be more effective.

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So if youre looking to start your own PR program, just follow the

steps. Then, you can work to apply your off-line efforts to the

online space--a strategy that can leverage your message in a

number of ways conventional media simply cant.

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Bibliography

Books ..

1. Effective PR for a small business on a budget : by Shana Keith

2. Top 5 PR Strategies by : Danny Brown

3. Strategic planning for public relations : by Ronald D. Smith

4. Public Relation Strategies and Tactics : by Dennis L. Wilcox,

Web sites:

1. www.cbeyond.net

2. www.webanalyticsworld.

3. www.answers.com

4. www.answers/topic.com

5. www.aboutpublicrelation.com

Annexure

Questionnaire (general)

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Department of Journalism & Mass Communication

This questionnaire is aimed at understanding different aspects of

Different types of PR strategies..an analysis. The project is

purely for academic purpose & will not be used commercially.

1 . Do you know about Corporate Image Management through

Public Relation ?

a- Yes b- No

2.Have you ever heard about diversionary response PR

strategy .If , yes , which aspect of the strategy is your favourite.

a- Yes b- No

four options are..

1. Concession.

2. Relabelling.

3. Dissociation.

4. Ingratiation

3 . Have you ever heard aboutcreative PR strategy ? If , yes ,

which aspect of the strategy is your favorite.

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.

a- Yes b- No

six options are..

finders keepers

Netting resumes



All apologies

All aboard

4 . Have you ever heard about defensive PR strategy?

a- Yes b- No

5 .Have you ever heard about brand revatization PR strategy?

a- Yes b- No

6. Have you ever heard about promotional tool mix PR strategy?

a- Yes b- No

7 .. do you know about some trendy PR strategy. If , yes , please

mention about the strategy

a- Yes b- No

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8.Among trendy PR strategy , which is your favourite.

Guerrilla marketing



Media relation

Celebrity Ambassadors.

9. Do you think that by promotional mix strategy , the product or

service get popular among customer.a- Yes b- No

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corporate image management through public relation

Documents