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todays modern corporation

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global perspective large size brings remoteness ordinary citizens become distrusful -31% of americans have very little confidence in big business

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the role of PR

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extensive,negative publicity about corporations require companies to make a special effort to regain public credibility corporate social responsability -adopt ethical principles -pursue transparency and disclosure -make trust a fundmental precept of corporate governance

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4 key factors in decision making

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political: how gove regulations and other pressures affect the decision technological: do we have the engineering knowledge to accomplish the goal? social: what is our responsability? Economic: will we make a profit?

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media relations

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media are a major source of public relations and perceptions about the business world and individual companies executives are defensive about journalist cover their business journalists complain about the flow of information, lack of cooperation, and other issues PR professionals must: interpret their companies and clients to the media show their chief executive how open,friendly media relations can serve their interest

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customer relations

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service is the front line of public relations incidents can severely damage a company's reputation and erode public trust in its products and services many PR departments now regularly monitor customer feedback in a variety of ways to determine what policies and communication strategies need to be revised sharing of info is valuable for getting PR professionals involved in -active listening -strategizing on what steps a company should take to ensure a good reputation among customers pay attention to consumers surveys -a dissatisfied customers can foten be modified by prompt and courteous attention to his or her complaint

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reaching diverse markets

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PR practitioners must keep a watchful eye on the mood of the public when building diverse markets seemingly innocent positive communication programs may stir controversy

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consumer activism

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do: work with those interest in solutions offer transparency turn suggestion into action dont: get emotional agree to work with anyone making threats expect immediate results

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consumer boycotts

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defined as a refusal to buy the product or services of an offering company mixed effectiveness boycotts dont have to be 100% effective in order to change corporate policies -small profit drops make a big difference

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employee relations

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the org's ambassadors the PR and HR departments concentrate on communicating with employees just as vigorously as it does on delivering the corporate story to the outside world PR professionals often are involved in counseling -what employee policies should be created -how they should be implemented and communicated

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employee relations

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working on mother employee policy: -telecommuting -paid maternity leave -health screening -on-site flu vaccination -nutrition counseling layoffs -major PR challenge -never annouence to media before informing employees -hesitation hurts morale -programe to cushion the blow

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investor relations

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IR is at the center communicating a comapany's health and wealth to shareholders and prospective investors combine the disciplines of communicating and finance to accurately portray a company's prospects from an investment standpoint some key audiences: -financial analysts -individuals and institutional investors -shareholders -prospective shareholders -the financial media

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markting communication

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many companies use the tools and tactics of PR to support the marketing and sales objectives in many cases, this is coordinated with a company's messages in advertising, marketing, direct mail and promotion this has led to the concept of integrated marketing communication or IMC

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cause related mkt

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collaborations with nonprofits -advance worthy cause -increase sales tips: -look for related cause -consider causes customers care about -choose charities that have few or no sponsors -consider local orgs -backfires as image restoration -understand the long-term commitment -create additional budget

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corporate sponsorships

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4 benefits -enhance reputation and image -give branch high visibility -provide focal point for campaigns -generate publicity and media coverage

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env relations

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trend toward cooperation between NGOs and corporations many companies now: -issue annual corporate responsibility reports -work with env groups to clean up the env, preserve wilderness areas, and restore exploited natural resources env sustainability difficult to measure

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corporate philanthropy

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the donation of funds, products and services to various causes common organizational goals -demonstrate community goodwill -enhance reputation as a good citizen -building relationships with key audiences -increasing employee and customer loyalty publicity is good, bragging not

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corporate philanthrophy

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Strategic Philanthropy" -Strengthened reputation and brand recognition -Increased media opportunities -Improved community and government relations -Employee recruitment and retention -Enhanced marketing -Access to R&D -Increased profits Limitations -Can't offset major scandals -Can't erase public concern about unsafe products -Special interests groups may oppose the effort Consider which special interest groups are most influential

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A Major Part of the American Economy

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Statistics from 2012 1.4 billion movie tickets $11 billion 30 million attended concerts 3.6 million NASCAR attendees $3 billion 17 million NFL attendees $9.5 billion $40 billion annually in cruise ship industry Tourism is 10% of global gross product

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The Cult of Celebrity

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What is a celebrity? Person well known within a variety of fields Fuels the entertainment industry Fodder for mass media

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The Public's Fascination with Celebrities

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Celebrities highly promoted as glamorous Everyday people need heroes Enthusiasm with sports and teams Public desire for entertainment

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The Work of a Publicist

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Early press agents -Hired by Broadway producers to type news releases for shows and hand-carry to press -Also created stunts Publicists in public relations firms -"Planters" stories about clients and projects -"Bookers" talk shows and public appearances The Hollywood publicist -Crisis communications -Developing bios -Preparing digital media kits -Researching story angles -Maintaining social media -Generating buzz for new films

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The Business of Sports

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Sports are most watched TV events Billion dollar industry Public relations plays a critical role in sports, far beyond the promotion of celebrities

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The Tactics of Sports Publicists

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-Prepare media kits -Write bios on players -Compile stacks of statistics -Wine and dine sports reporters -Maintain the press box -Arrange media interviews -Book player appearances -Handle player crises -Maintain team website, blogs, and social networking pages

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Community Relations in the Sports Business

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Good relationship with community is necessary for ticket sales Charitable work Ensure favorable media coverage and endorsement deals Losing teams present unique challenges for sports publicists

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The Tourism Industry

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Public relations has an essential role in making people want to travel Goals -Attract visitors to destinations -Keeping visitors happy once they arrive

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Phases of Travel Promotion

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3 steps -Stimulating the public's desire to visit a place -Arranging for the travelers to reach it -Making certain that visitors are comfortable, well treated, and entertained when they get there Variety of tactics -Traditional Story placement Advertisements Brochures Travel Fairs "Fam trip" New Interactive websites Social channels Apps

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Appeals to Target Audiences

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Packaging -Transportation -Housing -Meals -Entertainment Appeals to Seniors -Largest special travel audience -Cruises in particular

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Coping with Threats and Crises

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Volatile business Effects of recession Environmental factors Civil and political unrest Terrorism Mechanical Failure Human Error

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Government Organizations

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Government entities employ public relations specialists to -Promote their services -Orchestrate fund-raising -Spread news of their successes or crises -Assist with smooth daily operations or crisis management -Implement campaigns that address social issues -Develop long-range plans and vision Basic purpose of government public relations is to help leaders communicate with constituents

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The Federal Government

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3 main areas -The White House -Congress -Federal Agencies

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The White House

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President receives greatest media attention Apex for government PR efforts -Improve popularity -Generate support for programs -Explain policy decisions President must be likeable -"Beer test"

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Congress

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Senate and the House of Representatives House members between 2009 and 2011 -1.27 billion pieces of mass communication -$131.5 million Each member of Congress employs a press secretary -Manage media relations

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Federal Agencies

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Public affairs officers (POAs) -Answer press questions -Write news releases -Prepare speeches -Oversee production of in-house media -Plan special events Provide counsel at the senior level U.S. Department of Defense (DOD) largest public affairs operations -Information is critical, soldiers' lives are at stake -Embedding media in combat -Work with movie industry -Coordinate with Congress, Whitehouse, State Dept...

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State Governments

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Each state disseminates information about its programs States also compete and develop campaigns to: -Encourage tourism -Attract new residents -Advance the interest of the state Array of services Public information and education -Health -Safety

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Local Governments

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Information flow occurs in many ways Objectives are always -To inform citizens -To help them take advantage of government services Cities employ information specialists to: -Attract new business -Increase tourism -Compete for federal funds for ambitious projects

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The Case for Government Public Information and Public Affairs

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Need to communicate -Inform citizens of services -Enable intelligent policy choices from electorate Cost savings -Respond efficiently to concerns -Prevention

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Government Relations by Corporations

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Closely related to lobbying, this is a specialized component of corporate communication Particularly important for highly regulated industries Actions of governmental bodies on all levels have a major impact on how businesses operate Public relations specialists spend a lot of time: -Collecting information -Disseminating management's views -Cooperating with government on collaborative projects -Motivating employees to participate in the political process

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Lobbying

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Closely aligned with governmental relations or public affairs, and the distinction between the two often blurs A lobbyist directs his or her energies to the defeat, passage, or amendment of proposed legislation and regulatory agency policies Lobbyists can be found at the local, state, and federal levels of government The public perceives that only big businesses lobby but a variety of special interests also do it

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Pitfalls of Lobbying

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Lobbyist and the revolving door -55% are former employees of Congress -26% are former employees of executive branch 23 lobbyists for every 1 member of Congress Few legal restrictions on "cashing in"

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Grassroots Lobbying

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Who must register as a lobbyist? -Hired to influence lawmakers -Made $3,000+ in 3 months -Have more than one lobbying contact Grassroots lobbying exempt -Fast growing -Indirect rather than direct -Advocacy and coalition building

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Election Campaigns

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The cost of running for office in the United States is the highest in the world During election years, an army of specialists, including public relations experts, are retained by major candidates to organize and raise money for election campaigns Some consultants specialize in direct mail and telemarketing Other firms handle mass mailings on behalf of the candidate The Internet plays an important role in -Raising money -Generating high visibility for candidates -Increasing the number of registered voters

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Public Relations as Process

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Research Action Communication Evaluation

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The Conflict Management Life Cycle

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Shows the "big picture" of how to manage a conflict PROACTIVE PHASE --- THINGS THAT CAN PREVENT CONFLICT Scanning --- Reading Listening watching... current affairs STRATEGIC PHASE --- ISSUE has become an EMERGING CONFLICT - Assessing the risk - Positioning in most favorable way (legal, elections...) prepare for worst case scenario - Developing that Plan (Research, Plan, Communicate, Evaluate) - But in 24-48 Hrs or 1-2 Hrs REACTIVE PHASE - - Communicate - 24/7 Effort, Disaster situation, Authorites, Press Conf RECOVERY PHASE - Where to go from here - REPUTATION --- Restoration

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Crisis Management

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What is a crisis? -Major occurrence with potentially negative outcome for organization A lack of crisis planning -Among Fortune 500 companies -89% of CEOs view crises as inevitable -50% have no crisis management plan Strategies for responding to crises -Attack the accuser -Denial -Excuse -Justification -Ingratiation -Corrective action -Full apology

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What is Global Public Relations?

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Global or international public relations, may be defined as the planned and organized effort of a company, institution, or government to establish and build relationships with the publics of other nations These publics may be defined as the various groups of people who are affected by/can affect, the operations of a particular firm, institution, or government

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Development in Other Nations

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Public relations as an occupation is highly developed in the industrialized countries Developing more rapidly in nations that have -Multiparty political systems -A relatively free press -Considerable private ownership of business and industry -Large-scale urbanization High per capita income levels

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International CorporatePublic Relations

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The new age of global marketing -Factors that contributed to the boom in the 1990s -New communication technologies -Worldwide, 24-hour financial markets -Lowering trade barriers -Growth of sophisticated competition -Shrinking cultural differences -⅓ of U.S. corporate profits from international business -Pervasive presence of the Internet -International media

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Language and Cultural Differences

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Practitioners must recognize and adapt Key cultural dimensions -Power distance (societies tolerance of unequally distributed decision-making power) -Individualism (loyalty to groups vs individuals) Asia/Latin America = collectivism US/Europe = individualism -Masculinity/femininity Competitive/masculine = Australia, Germany & Japan Nurturing/feminine = Sweden & Spain -Uncertainty avoidance Tolerate ambiguity = Great Britain, U.S. & Sweden Difficulty with ambiguity = Japan, Belgium & Greece -Long-term versus short-term orientation Long-term = willingness to consider the past to future - China/Asia Short-term = impatient for change - U.S.

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Foreign Corporations in the United States

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Advance commercial/political interests in U.S. -Lobbying -General public relations Major reasons to retain PR counsel in U.S. -Hold off protectionist moves (taxes, tarrifs & restraining trade between states through regulation) -Defeat legislation negatively affecting business -Provide ongoing information -Support expansion of markets -Deal with crisis situation

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U.S. Corporations in Other Nations

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Challenges abroad -Competition -Sustainable development -Boycotts -Striving to be good corporate citizens PR explains benefit of globalization -Corporations -NGOs -International Institutions

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Public Relationsby Governments

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The governments of virtually every country have multiple departments communicating with other nations Key areas -Tourism -Lobbying/politics -Issues of conflict and war

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Goals for Persuasive Communication Campaigns in the U.S.

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-Advance political objectives -Assess probable U.S. reaction to a projected action by the country -Advance the country's commercial interests -Assist in communications in English -Help win understanding and support for specific issues -Modify laws and regulations inhibiting the country's activities in the U.S.

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Problems Firms Encounter When Working for Foreign Governments

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Deciding whether to represent the country -Human rights issues -Governments overly critical of U.S. Persuading the governments to alter some of their practices Convincing clients that American media coverage is independent and not always favorable

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American Public Diplomacy

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-Present American concepts of democracy, free trade, and open communication -Voice of America (VOA) Broadcasts news, sports, and entertainment Supplies programming free of charge Export culture The United States Information Agency (USIA) -PAOs in embassies -Publish American books/magazines -Distribute American films/TV -Sponsor tours by American dance/music acts -Art shows -Student/faculty exchange programs -Sponsor lecture tours

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Opportunities in International Work

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-The 21st century represents a new golden age of global marketing and public relations -Ideal to choose this career path early Take courses in international relations, global marketing, strategic PR, foreign language, etc. -Study abroad opportunities -U.S. Foreign Service examination

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The Nonprofit Sector

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In the U.S. there are almost 2 million nonprofit groups, also called charities More than 6.5 million people work in the nonprofit sector Main objective of a nonprofit is to serve public interest Nonprofits are tax exempt

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Competition, Conflict, and Cooperation

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For many nonprofits, partnerships are mutually beneficial Even if they are willing to cooperate, completion for donations and limited resources is intense Conflict between activist groups and organizations with differing values

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Membership Organizations

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Professional organizations -Standards of practice -Ethical codes -Professional development Trade groups -Skilled labor -Represent entire industries Labor unions -Employee advocates -Conflict with management Chambers of commerce -Improve commercial climate of city -Community boosters

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Advocacy Groups

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Fight for social issues Both positive and negative effects Activist organizations most common subset

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Public Relations Tactics

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Lobbying Litigation Mass demonstrations Boycotts Reconciliation

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Social Service Organizations

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Foundations Cultural groups Religious groups Public relations tactics -Publicity -Creations of events -Use of services -Creation of educational materials -Newsletters

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Health Organizations

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Hospitals Public relations programs have four basic audiences: -Patients -medical and administrative staffs -news media -The community Public relations staff of a hospital have two primary roles: To strengthen and maintain the public's perception of the institution To help market the hospital's array of services Health Agencies -There are both private and government health agencies -Provide health care, funding for health initiatives, and oversight Department of Health and Human Services - Food and Drug Administration (FDA) -Centers for Disease Control (CDC) -National Institutes of Health (NIH)

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Educational Organizations

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Educational institutions include programs that provide: -Child care -Instruction for primary and secondary students, colleges, universities, trade schools, and schools for special needs students These organizations are often licensed or regulated by state and federal agencies or by private accreditation bodies

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Colleges and Universities

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Big business -Billions of dollars -Millions of customers Public relations director -Many functions -Often large staff Role of university presidents Key publics -Faculty and Staff -Students -Alumni and other donors -Government -The community -Prospective students

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Fund-Raising and Development

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Gotta pay the bills -Individual donations exceed corporate Direct participation from public relations is crucial Motivations for giving -Intrinsic desire to share resources -Assist less fortunate -Feelings of personal satisfaction -Religion Fund-raising methods -Corporate and foundation donations -Structured capital campaigns -Direct mail -Event sponsorship -Television solicitations -Telephone solicitations -Endorsements and tie-ins -Online and social media

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