enterprise public relations. pr practices in us &china difference and commonality 4. cases...
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PR practices in US &ChinaPR practices in US &China
Difference and commonality4.
Cases related3.
Why need PR?2.
What is PR?1.
ContentContent
• conscious planning activities• two-way information exchange
process• it is a behavior of the output of the
process• It will be the public interest in the
first place• It is one kind of management
function
Enterprise public relations work procedures
• public relations survey •public relations program •public relations plan implementation
•public relations effect evaluation
Crisis public relations
• Characteristic :Accidental,focuses,destructive, urgency
• Function : Brand maintenance, product
marketing and public praise maintenance.
PR is advocated and developed by social organization
On social organization
Collect information,
test environment
Output Information,
establish good image
Coordinate relation, improve
cooperation
consult advice,
participate in the decision
Crisis management
On society
Social interactive environment
Social mental environment
Social economic environment
Spur the social environmental optimization
Differences & Similarities Between Organizational & Societal Functions
Differences Similarities
Organizational functions involves actions concerning the company while societal functions are involved in dissipating useful information towards consumers.
Both are involved in conveying messages and encouraging communication of a business organizations.Both serve as good means of developing communications and gathering data.Both use different forms of media for better creativity and convenience.
Main Functions of PR
Corporate Reputation and corporate image
Gathering information
Coordinating disputes and crisis management
Crisis management
Crisis management is the nature of activities to respond to a major threat to a person, group or organization.
Typically, proactive crisis management activities include forecasting potential crises and planning how to deal with them.
Crisis management often includes strong focus on public relations to recover any damage to public image and assure stakeholders that recovery is underway.
Planning For A Crisis
Companies must be able to quickly answer questions and allegations about looming crisis.
Crisis management is vital for every organization. There are more examples of organizations getting
crisis management wrong than doing it right. The organization's most important asset is at
stake, their reputation. It is useless to conceal the truth from the public because eventually someone will blow the whistle.
Firestone continued to sell faulty tires to the public when they knew there was a problem with the product. After many deaths, Firestone recalled millions of tires, and the public wondered how long Firestone knew about the problem. Now Firestone is on the verge of declaring bankruptcy and going out of business because they made poor crisis management decisions
In 1991, a Pepsi customer claimed to have found a syringe in a can. Once the story hit the press, there were numerous reports of people finding screws, syringes and bolts in Pepsi cans. The Pepsi Company immediately denied that this was possible and that these claims were fraudulent. Pepsi started running ad campaigns against these incidents saying that they were "copycats" and Pepsi cans are "99.9% safe." This gave Pepsi enough time to discover what was happening.
Guidelines for Successful Social Crisis Planning
1. Understand your organization. 2. Create a new social mindset in your organization. 3. Know your consumers. 4. Form a social crisis team. 5. Roll out a social crisis communications plan.
purpose
to increase public awareness about their company
increase the credibility
build brand name recognition
promote corporate name and identity
procedures
• Analysis of the situation
• Definition of problem areas
• Identification of pertinent publics
• Establishment of specific objectives
• Planning of program
• Implementation of program
• Periodic evaluations of progress
Cultural Difference Cultural Difference Between Corporate P.R Between Corporate P.R in China and U.Sin China and U.S
Individualism & collectivism
Power distance
High-context & Low-context
Cultural Difference between Corporate P.R in China and U.SCultural Difference between Corporate P.R in China and U.S
Americans
Personal goalIndividual Freedom
Date; Fact
IndividualismIndividualism
Chinese
Collective honorInterdependence
relationship; loyalty
CollectivismCollectivism
Individualism & collectivismIndividualism & collectivism