1. Public Relations and corporate image

 

2. INTRODUCTION Public relations defined The deliberate, planned and

sustained effort to institute and maintain mutual understanding between an

organization and its publics. Institute of Public Relations (IPR)

  3. PUBLIC DEFINED

 

4. FUNCTIONS OF PUBLIC RELATIONS Specific public relations

disciplines include: Financial public relations – providing information

mainly to business reporters Consumer/lifestyle public relations – gaining

publicity for a particular product or service, rather than using advertising 

Crisis public relations – responding to negative accusations or information 

Industry relations – providing information to trade bodies Government

relations – engaging government departments to influence policymaking

  5. How has the Role of PR Changed?Traditional Role: Communicating

and gaining acceptance of policies and programs in the communityNew

Role: More marketing-oriented (Marketing Public Relations  – MPR) 

Operates within a marketing department to develop programs and policies 

Supports marketing objectives and adds value to the integrated marketing

communications program Incorporates marketing and corporate PR

functions.

  6. What do PR people do?1. Determine the public‟s existing attitude toward

the firm Helps planning Serves as early warning system for problems2.

Design a PR plan that is proactive rather than reactive.3. Execute the

plan. E Determine relevant target audiences D Decide on tools4.

Determine the effectiveness of the plan

  7. Public Relations Tools

  8. Public Relations Tools The Sponsoring Organization Pays for Controlled

Media soThey Maintain Total Control Over How and When the Message is

Delivered. Prepared by the Organization for Use in House Ads Its Own

Publication or One Over Which It Has Some Control. Ads Designed by

 

Charitable or Civic Public Service Organizations for Broadcast Free of

Announcements Charge. Corporate Designed to Promote a Corporate

Image (Institutional) or Viewpoint. Advertising

  9. Public Relations Tools Publications Such as Pamphlets, In-House

Booklets, and Annual Reports for anPublications Organization‟s Own

Employees and Other Publics. Speakers, Maintaining Visual Contact With

thePhotographs, Various Publics is a Big Part of PR. & Films Displays, All

Are Used in Both Sales Promotion and Exhibits, & PR Programs and

Include Open HousesStaged Events and Plant Tours.

 

10. Public Relations ToolsThe Media, Rather Than the Organization,

Controls the Use and Placement of Uncontrolled Media. News Release

Press Conference Primary Medium Used Convening Media Reps To

Deliver PR Messages To Make a Statement. to Media Editors And

Reporters. Risky, Because Media May Not See Company‟s Video News

Releases Announcement as Being Contain Video Coverage Real News.

That Can be Used During a TV Newscast. May Distribute Press Kits.

  11. Corporate image A corporate image refers to how a business is

perceived. It is a generally accepted image of what a company stands

for. A corporations image is not solely created by the company. Other

contributors to a companys image could include: news

media, journalists, labor unions, environmental organisations, and

other NGOs.

 

12. Corporate ImageDefinition:Corporate images are selectively

perceivedmental pictures of an organization.The sum total of these

perceived characteristics of the corporation is what we refer to as the

“corporate image”.(Zinkhan, Ganesh, Jaju, Hayes) 

  13. 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 company‟s products and/or services-

Community: who asses the company‟s role as corporate citizen  

  14. 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

15. How is Corporate Image formed?Step 1: Influence and manage

corporate image Internal controllable sphere External non-controllable

sphere The internal controllable sphere can be used to influence the

stakeholders‟ image of the organization. The external factors, however

can also be indirectly manipulated.

  16. Forming a corporate image on the internal sphereSteps to follow:

Forming a corporate image on the internal sphere through the six major

sources:1.Corporate Identity.2. Corporate Advertising3. Brand Image4.

Public Relations5. Frontline Employees Behaviour6. Websites

 

17. Forming a corporate image on the external sphereSteps to follow:There

are four major sources:1. Industry image.2. Country-of-Origin Image3.

Press Reports and Press releases.4. Word-of-mouth

  18. MARKETING MIX Marketing involves a number of activities. To

beginwith, an organisation may decide on its target group of customers to

be served. Once the target group isdecided, the product is to be placed in

the market byproviding the appropriate product, price, distributionand

promotional efforts. These are to be combinedor mixed in an appropriate

proportion so as toachieve the marketing goal. Such mix of product,price,

distribution and promotional efforts is knownas „Marketing Mix