Pr - Important Cases to Know

1. Practice of PR (Seitel - 1):

Growth industry, mainly started the growth int he 21th century.

PR is a planned process to influence public opinion through sound character and proper performance, based on mutually satisfactory two-way communication.

OR: PR helps an organization and its publics adapt mutually to each other.

Approach to influence public opinion: R-A-C-E model by Marston: Research - Action - Communication - Evaluation.

5 principles: 1-honest communication for crediblity

2- openness of actions for confidence

3-fairness of actions for reciprocity and goodwill

4-continuous two-way communication to build relationship

5-environmental research and evaluation to determine the actions needed for social harmony

First, have to know what management thinks - management interpreter )firsthand knowledge of the reasons for management decisions

Moreover, PR is public interpreter to management

PR has many different publics, each having its own special needs and requiring different types of communication - e.g.: customers, banks, trade assoiations, community neighbors, suppliers, competitors, media etc. -

Segmentation of publics:

can be

INTERNAL (supervisors, managers, stockholders..)AND EXTERNAL (not directly connected with organization - press, government, customers...) publics

PRIMARY (help most or hinder org.'s effort -banks), SECONDARY AND MARGINAL publics

TRADITIONAL (current employees and customers), FUTURE (potential employees and customers) publics

Another way of segmentation based on values and lifestyles.

PR functions: - Writing/Media relations/Planning/Researching/Marketing communication/Employee relations

PR tools: Media releases, Press conferences, Sponzorship, Product placement, Interviews, In-house magazines etc.

Interrelation of PR - Marketing

Marketing and advertising PROMOTE a product or a service. PR promotes an entire organizations.

Different opinions:

- PR is a specialization within marketing .

- Marketing is a sub-divisor of PR.

- Marketing and PR are integrated and overlapping functions

Some functions similar: e.g.: Marketing communication, sales literature, meeting displays, promotions.

Example: Body shop : Marketing: Body Shop would focus on promoting the benefits of its various products to consumers and potential customers.

PR point of view: focused on a broader range of stakeholders and is aimed at building positive relationships and reputation.

Building Body Shop's reputation as an organization committed to human and animal rights and developing strong relationships with suppliers and employees

Interrelation of PR - HR

HR has 3 responsiblities:

-Recruiting and retaining employees

-Managing employee benefits

-Training and professional development of employees

Employees are internal publics of PR - Public relations techniques and principles serve HR functions

PR is informing employees about organizational issues

an organization is courting prospective employees (the overall public image of the company comes into play)

A company's public image is as important to its recruiting efforts as it is to its marketing efforts. When the two groups (marketing and HR) work together in using PR tools, they can enhance the company's brand as an employer, which in turn helps recruit better-qualified employees and improves the morale and engagement of the current staff. (Giannini, 2010)

IC - Internal communication/employee relation - could be the function of both PR and HR.

(Example: Starbucks at Corporate communication part)

2. Corporate Relations Tench 13. 12. 28. - Corporate communications

Corporate as a whole entity.

Corporate relations: the communication activities and PR of the whole organisation and not of just

one of its sections/

OR Corporate communication is an instrument of management

by means of which all consciously used forms of internal and external communication are harmonised as effectively and efficiently as possible, so as to create a favourable basis for relationships with groups, upon which the organisation is dependent.

OR : a tool used by management to shape an organisation's deliberate communications with all its stakeholders

OR: communication of corporate values and relates to

- corporate reputation

- corporate image

- relationship management

EXAMPLE: Toyota case - Values of Toyota:

- to be a good corporate citizen

- the customer always comes first

- quality applies to everything Toyota does

- respect for the value of people

- Toyota responds to local needs and is sensitive to local traditions in every market in which it operates

- Toyota seeks success through competition and collaboration

Another arguement is: corporate PR is for persuasion.

Into context: Audience : Passive : The audience passively responds