Communication management.
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Transcript of Communication management.
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COMMUNICATION MANAGEMENT
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Communication management• Communication management -
a scientific management of information flow interaction between people, groups, social and political groups to address strategic and tactical objectives in the development of public relations.
• Communication management teaches not the direct influence on people. This discipline is focused on the use of secret communication channels with the strategic and local objectives
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Main objectives:• Information analysis and forecasting • Management of information to achieve certain goals • Understanding the public, a report to the management of
the company relevant information. • There is a specialist in communication management
candidates often resort to the highest office in the state.
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Case study
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Problems More competition in the Russian and, in particular regional, Sverdlovsk, the financial services market. It was necessary to create a communication space and support the level of information presence in the mass media in the region.
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Target audience• The bank's customers
(including potential) - individuals
• The media of Urals region
• Regional economic and political elite (government structures, civil society organizations)
• Managers of enterprises and organizations - potential customers of the bank (business)
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Goals and Objectives • Creating positive information about the
bank's space • The image of the bank as an analytic
institute • Formation of a friendly social
environment and information • Creating and maintaining a good
reputation of the bank • Formation of a full and fair presentation
of the information about the bank • Building an effective communication
and strengthening partnerships with the media, the media.
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Strategy • Reliability, validity • Established an
impeccable reputation • Conservatism • The high ratings • The maximum
coverage of the target audience of the bank
• Analytical, Information orientation
• The absence of "political" color
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Tools which are used for achievement of problems of bank activity on public relations:
• Printing Press • TV • Radio • Outdoor Advertising • Electronic media • Personal contacts with representatives of the media elite• Media Monitoring • Surveys of target audiences
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Tactics, creative solutions• Communication Project • Communication project
advertising • Non-commercial
communication project • Large-scale communication
project • Local communication
project • Periodically communication
project • One-time communication
project
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Non-profit communication project "Press Club"
• Newsletter of the bank, and comments on topical issues of economic and financial sector
• In the monthly view preparing a detailed analytical review of the banking and civil law.
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Periodic large-scale non-profit communication project «Ural first Festival of Sacred Music
‘Blagovest’»
SKB-bank and the Yekaterinburg diocese of the Russian Orthodox Church, the administration of the Sverdlovsk Region, the Ministry of Culture organized a festival of sacred music under the motto "Rethink spiritual traditions - together!"
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Large-scale periodic non-profit project " Сouncil of the banker "
• Open Days, with thematic days: mortgage and consumer lending, direct telephone lines.
• Each week includes the publication of analytical materials specialists of the bank in a special column, "Ask the banker" in the regional newspapers.
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Large-scale periodic non-profit project "Golden nugget"
These competitions were held during the 2003 \ 2004 academic year.
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“Retail Banking in the Urals”• The Bank together with the magazine "Expert-Ural" large-scale study
conducted in the Ural region on the "Retail Banking in the Urals.
Nonprofit communications project "Inter-bank championship mini football," Fall 2004 "
• SKB-Bank and the Urals Banking Union held the interbank Championship on mini-football. October 10th, 2004 at the Central Stadium field 13 teams competed, representing various banks of Sverdlovsk region.
Large-scale project "system, a socially responsible bank of the Middle Urals - the leader of the regional market"
• The project has been published in editions of materials dedicated to strategic, conceptual issues of business development, economic practice and optimization of business, good governance, financial management and business education.
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Social Projects • Competition "Children draw victory" • Restoration of the plaque dedicated to the Third Guards Division • A joint project of TV "11-channel" (Polevskoy) and SKB-Bank "This
is us" • Support for the project Sverdlovsk Philharmonic "All the piano
concerts by Sergei Rachmaninoff" • Support for social project "These are our children" • Preparation and publication of reviews yet free of the bank on its
activities • Preparation of formal comments on behalf of the bank, their
publication in the media free of charge • The implementation scenario reputational risk (article in the
newspaper "Yegorshinsky news" (Artemovsk), RBC-daily, the magazine "Business Quarter", the newspaper "Kommersant"
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Results • Citation of the bank rose by
3.8 times • During the "crisis of
confidence," Summer 2004. They chose as their financial partner, 42 organizations and enterprises
• During the period of "crisis" outflow of funds of private individuals amounted to about 2%
• None of the media did not publish the information in a negative context
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Thank you for attention!