public relations and corporate sector

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Public Relations and

corporate image


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INTRODUCTION

Public relations defined

The deliberate, planned and sustained effort toinstitute and maintain mutual understandingbetween an organisation and its publics.

Institute of Public Relations (IPR)


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PUBLIC DEFINED


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FUNCTIONS OF PUBLIC

RELATIONS

Specific public relations disciplines include:

Financial public relationsproviding information mainly tobusiness reporters

Consumer/lifestyle public relationsgaining publicity for aparticular product or service, rather than usingadvertising

Crisis public relationsresponding to negative accusations orinformation

Industry relationsproviding information to trade bodies Government relationsengaging government departments to

influence policymaking
http://en.wikipedia.org/wiki/Reporterhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Trade_bodieshttp://en.wikipedia.org/wiki/Trade_bodieshttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Reporter


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How has the Role of PR Changed?

Traditional Role:

Communicating and gaining acceptance of policies and programs inthe community

New Role: More marketing-oriented (Marketing Public RelationsMPR)

Operates within a marketing department to develop programs andpolicies

Supports marketing objectives and adds value to the integratedmarketing communications program

Incorporates marketing and corporate PR functions.


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What do PR people do?

1. Determine the publics existing attitude towardthe firm

Helps planning Serves as early warning system for problems2. Design a PR plan that is proactive rather than

reactive.

3. Execute the plan. Determine relevant target audiences Decide on tools4. Determine the effectiveness of the plan


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Public Relations Tools


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House AdsPrepared by the Organization for Use in

Its Own Publication or One Over Which ItHas Some Control.

The Sponsoring Organization Pays forControlled Media soThey Maintain Total Control Over How and When the Message

is Delivered.

Corporate(Institutional)Advertising

Designed to Promote a Corporate Imageor Viewpoint.

Public ServiceAnnouncements

Ads Designed by Charitable or CivicOrganizations for Broadcast Free of

Charge.



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In-House

Publications

Publications Such as Pamphlets,Booklets, and Annual Reports for an

Organizations Own Employees and OtherPublics.

Displays,Exhibits, &Staged Events

All Are Used in Both Sales Promotion andPR Programs and Include Open Housesand Plant Tours.

Speakers,Photographs,

& Films

Maintaining Visual Contact With theVarious Publics is a Big Part of PR.



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News Release

Primary Medium UsedTo Deliver PR Messages

to Media EditorsAnd Reporters.

Video News ReleasesContain Video Coverage

That Can be UsedDuring a TV Newscast.

Press Conference

Convening Media RepsTo Make a Statement.

Risky, Because MediaMay Not See Companys

Announcement as BeingReal News.

May Distribute PressKits.


The Media, Rather Than the Organization, Controls the Use

and Placement ofUncontrolled Media.


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Corporate image

A corporate image refers to how a business isperceived. It is a generally accepted image ofwhat a company stands for.

A corporation's image is not solely created bythe company. Other contributors to a company'simage could include:

news media, journalists, labor unions,environmental organisations, and other NGOs.
http://en.wikipedia.org/wiki/News_mediahttp://en.wikipedia.org/wiki/Journalisthttp://en.wikipedia.org/wiki/Labor_unionhttp://en.wikipedia.org/wiki/NGOhttp://en.wikipedia.org/wiki/NGOhttp://en.wikipedia.org/wiki/Labor_unionhttp://en.wikipedia.org/wiki/Journalisthttp://en.wikipedia.org/wiki/News_media


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Corporate Image

Definition:

Corporate images are selectively perceived

mental pictures of an organization.The sum totalof these perceived characteristics of thecorporation is what we refer to as the corporate

image.

(Zinkhan, Ganesh, Jaju, Hayes)


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Who is interested in the corporate

image? The most important groups are

- Stockholders: who have invested in the company- Board of Directors: who manage the company

- Employees: who is in middle management and below- Suppliers: who supplies any kinds of materials and services

(banks)- Channel members: who are involved in the distribution network- Customers:who purchase the companys products and/or

services- Community:who asses the companys role as corporate citizen


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Benefits of an effective corporate

image

stimulating sales

establishing company goodwill

creating an identity for employees influencing investors and financial institutions

promoting favourable relations with the

community, government and opinion leaders achieving a competitive position


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How is Corporate Image formed?

Step 1: Influence and manage corporate image

The internal controllable sphere can be used toinfluence the stakeholders image of the organization.

The external factors, however can also be indirectlymanipulated.

Internal controllable sphere

External non-controllable sphere


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Forming a corporate image on the

internal sphere

Steps to follow: Forming a corporate image on theinternal sphere through the six major sources:

1.Corporate Identity.2. Corporate Advertising

3. Brand Image

4. Public Relations

5. Frontline Employees Behaviour

6. Websites


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Forming a corporate image

on the external sphere

Steps to follow:

There are four major sources:

.1. Industry image

2. Country-of-Origin Image

3. Press Reports and Press releases.

4. Word-of-mouth


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MARKETING MIX

Marketing involves a number of activities. To begin

with, an organisation may decide on its target group

of customers to be served. Once the target group is

decided, the product is to be placed in the market byproviding the appropriate product, price, distribution

and promotional efforts. These are to be combined

or mixed in an appropriate proportion so as to

achieve the marketing goal. Such mix of product,price, distribution and promotional efforts is known

as Marketing Mix


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public relations and corporate sector

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