Corporate Public RelationsChapter 15

Ty-eshia JohnsonJessica Martinez

Andrew Prado

Role in Modern CorporationsPublicTrust

Public Credibil

ity

Corporate Social

Responsibility(CSR)

Transparency

Ethical Standar

ds

• 27% of Americans distrust large U.S. corporations.

• 87% disagree with corporation employee salaries.

• Plan of Action

• Coalition of 19 U.S.-based organizations/others.

Executives

Journalist

Media Relations

• Executives• Defensive

• Complaints1. Inaccuracy2. Incomplete info3. Inadequate research and

preparation for interviews4. Antibusiness bias

• Journalist• Executives uncooperative

Customer Relations• Customer and Corporate PR separate• Technology• Word of Mouth

• Public Relations Revised• Active listening

• Consumer Activism• Crowd driven policy demands

• Consumer Boycott• Publicity tool

Employee Relations• Ambassadors• Temperament reflects success• Applications and retention

• Foster atmosphere• Sexual harassment

• Layoffs• Employees before media• From supervisor• Offer incentives

• Offshoring: outsourcing white-collar jobs

PR in Investor Relations• Sources of information for financial press • Wall Street Journal • Barron’s and The Financial Times

• Financial success • Knowledge about finance and regulations.• U.S. Securities and Exchange Commission

Marketing Communications• Product Publicity• Contest, Sponsoring a Poll, and Product Placement.

• Cause-Related Marketing• Standing for different causes.

• Corporate Sponsorship• Sponsoring activities and events• Can be more cost effective that advertising

• Viral marketing• Stimulate impulse purchases or downloads • Help PR firms meet goals for reputation management and

message dissemination

Environmental Relations • Corporate concern for the environment• Corporate Social Responsibility Programs• Royal Dutch/Shell Group• Unilever• Volvo Corporation• LM Ericsson• Merck

Corporate Philanthropy

• Donation of funds, products, and services to different causes.• Demonstrate community goodwill. • Never do it for publicity.