Transcript Media Relations

Media Relations
Strategic Objectives
Improving Image
Higher/better Media Profile
Changing Attitudes of Target Audience
Improving Relationship with community
Increasing Market Share
Influencing Government
Improving Industrial Relations
Tools & Techniques
Tools
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News Release
Press Conferences
Informal Media Briefings
Exclusive Interview
Media Tours
Facility Visit
Techniques
◦ News Vehicles: Events created to gain media coverage
◦ For Example: Media Launches, Announcement, Anniversaries, awareness days, celebrity appearances,
awards and publicity
Linking Statements to current Media Agenda:
◦ Pharmaceutical companies linking to Dengue Remedies
◦ Google associating themselves to combat cyber crime
◦ Companies associating themselves with Global Go Green Agenda Improving Image
Consumer PR
Public Relations as part of Integrated Marketing Communication
PR is viewed as Marketing Support
Generate Buzz
PR is more about changing attitudes than promoting specific products
Marketing and PR-Operates under same principle-Creating Exchanges-Creating mutually
beneficial relationships
Marketing Function PR can Perform
Publicizing news and events
Promoting new & established products
Creating a favorable image of Company
Arranging Public Appearances
Probing Public Opinion in Market areas
Focusing news media attention on sales conferences
Assisting in Programmes concerning consumerism
Branding
Importance of Public Relation activities in Branding:
Market is saturated with new brands
Brand loyalty has decreased
Sales promotion and Public Relations became more important in that case
Launch Process- Tool of Branding
Launch Process helps new products and services rapidly establish itself in the market
Pre Launch-Launch- Post Launch Activities
Hiring PR agency: Planning PR activities, Engaging Media
Timing: Internal Strategic Concerns and External Factors
Formation and Composition of Teams
Brand Building
Following up on the coverage of the event
Corporate Communication
Stakeholders: Who have interest/ stake in any organization, not necessarily financial interest,
but they are effected by organization
What Constitutes a Good Reputation?
Integrating social and economic considerations into competitive practices
Organizations don’t only do the things right they do the right things
Building equally good social and economic profile
Indicators of productive companies:
 Invest
 Innovate
 Develop Human Capital (Taking Care of Stakeholders)
Core concepts of Corporate Relationship
with stakeholders
Inclusive Leadership: Shifts attention from physical assets to realizing and learning potential of
all the people with company interacts
Sustainable development: Rather looking for quick financial success, companies should pursue
development which can sustain over time.
Establishing License to Operate: To be successful, organization must maintain public
confidence in the legitimacy of their operations and business conduct.
Corporate Communication & Corporate
Social Responsibility
Relationship of CSR and Stakeholdersim
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Embracing Company’s Stakeholders
Contributions of stakeholders in decision making
Treating Beneficiaries of CSR with Goodwill
Goals related to social and ecological sustainability
Full responsibility of impact of organization on environment and employees
Public Scrutiny of Company’s acts
CSR Auditing
Financial
Environmental
Social
Approaches of CSR:
Create and engineer favorable climate of the public opinion towards company
CSR in pursuit of public Interest
Understanding requirement of community to help companies be more responsive
Corporate Identity and Image
Corporate ID: Refers to the combination of ways in which an organization’s personality is
expressed.
Tangible elements of ID:
◦ Logos
◦ Colors
◦ Type face & House Style
Less Tangible elements of ID:
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Behavior
Culture
Values, Philosophy, Mission
Communication Style
Corporate ID vs Corporate Image
ID: is what organization communicates intentionally
Image: Image is how its publics actually view it, An image is a perception and exists only in the
minds of receiver
To formulate an image, publics interpret ID in a wider context with frames of reference
Benefits
Public Profile and Recognition
Better Customer Relations
Brand Support
Better Visual Representation
Financial Advantages
Express Culture and Values
Staff Motivation
Support for Communication
Two Key elements of Corporate Identity
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Visual
2.
Communication & Behavior
1. Visual
Using Cultural Codes and Associated Meaning
Designers choose particular colors, shapes, typeface, graphics to evoke particular emotional
response and to infer particular meanings
Examples: Effective Visual Identity
The arrow points from A to Z
showing how the company sells
anything you'd ever want ... it also
doubles as a smile.
The V and the A in Sony's logo are
meant to represent an analog sound
wave, while the I and O stand for
binary digits, evoking the digital age.
With a clever use of negative space, the
Pittsburgh Zoo pays homage to wide
array of wildlife.
Known for its 31 flavors, the
company worked that element into its
B and R logo.
Types of Logos
Monolithic: One Name, one Identity through out
Endorsed: Parent company has different but prominent identity and brands have different/
prominent identities
Branded: Parent company has a less prominent logo, brands are more prominent
Monolithic: DELL, HP, MICROSOFT,
APPLE
Endorsed: Nestle
Branded: P & G (Gillette, Olay, Oral-B, Dura-Cell, Ariel, Head & Shoulders,
Pampers, Pentene, Wella, Vicks etc.
P& G
2. Communication and Behavior
Principle of Consistency: Establishing consistent and sustainable internal images among all
employees so positive cue can be communicated
Organization should involve range of stakeholders in determining core philosophy and values and
clearly communicate agreed goals
Creating Corporate Story, Personality & Corporate Culture
Corporate Story
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Sustainable Corporate Story must have an effective framework
Mission
Vision
Origins
emotionally formulated
core stories
competencies
fundamental beliefs
values
Corporate Culture
Understanding Culture as part of Corporate Identity
◦ Creating a favorable conducive culture inside the organization through
◦ Power Structure
◦ Organizational Structures
◦ Control Systems
◦ Rituals and Routines
Corporate Personality
Corporate personality is made up of organizations:
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History
Culture
Belief
Values
Example: GEO TV
GEO
Vision: "live and let live“
Human Resource: Diverse cultural backgrounds and multi-ethnic origins add up to create a
strong resource base at GEO.
Van Riel’s Model of CI Management
Problem Analysis
Current positioning
Translation in to CI Mix
External Image Research
Competition Market Analysis
Gap analysis
Maintaining Current positioning
Adjusting current positioning
Determination of New Position