Public Relations Chapter 20.
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
Public Relations is the profitable integration of an organization’s new and continuing relationships with stakeholders, including customers, by managing all communications contacts with the organization that create and protect the brand and reputation of the organization.
C. L. Caywood, The Handbook of Strategic Public Relations &
Integrated Communications, 1997
Relative Importance of Promotional Tools in Consumer versus Industrial Markets
Print and broadcast ads
Packaging - outer
Packaging - inserts
Brochures and booklets
Posters and leaflets
Reprints of ads
Symbols & logos
Contests, games, sweepstakes, lotteries
Fairs, trade shows
A range of services feeding into these...
Types of Public Relations
Contest, competitions, created events
Support for sports teams, the arts, community projects, etc..
Constructs determining strength of relationships
Corporate Practices and Images
1. Generate Trust
3. Instill Pride
Investors4. Show Profitability
5. Maintain StabilityCredibility
6. Have Growth Prospects
Customers7. Cultivate Product Quality
8. Provide Customer Service Reliability
Community9. Serve the Community
10.Green the Environment Responsibility
Children and young people
Exploitation of goodwill
Evaluation of Issue
Evaluation of Issue
Public A’s Views
The Multiple Publics of Public Relations
INTERNAL STAKEHOLDERS Employees Shareholders MPR Public: Suppliers, distributors, brokers, wholesalers, retailers, dealers
Regular or loyal customers
EXTERNAL STAKEHOLDERS The media Local community neighbors Local, regional, state and federal government bodies and regulators The financial community Special-interest groups Prospective customers, employees and shareholders
Planning Public Relations