Peggy Simcic Brønn1 Organizational Issues Surrounding Integrating Communications.
Peggy Simcic Brønn 1 Informasjon og Samfunnskontakt (Public Relations) Høyskole i Stavanger Norsk...
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Transcript of Peggy Simcic Brønn 1 Informasjon og Samfunnskontakt (Public Relations) Høyskole i Stavanger Norsk...
Peggy Simcic Brønn 1
Informasjon og Samfunnskontakt (Public
Relations)
Høyskole i Stavanger
Norsk Hotellhøgskole
Peggy Simcic Brønn
19.02.01
Peggy Simcic Brønn 2
The Four P’s of the Marketing Mix (Kotler)
MarketingMix
TargetMarket
Place
ChannelsCoverageAssortmentsLocationsInventoryTransport
PromotionSalesAdvertisingSales forcePUBLIC RELATIONSDirect marketing
ProductVarietyQualityDesignFeaturesBrand namePackagingSizesServicesWarrantiesReturns Price
List priceDiscountsAllowancesPayment periodCredit terms
Peggy Simcic Brønn 3
Marketing-Mix Strategy
Company
Offer MixProductsServicesPrices
Promotion MixSales PromotionAdvertisingSalesforcePublic RelationsDirect mail & Telemarketing
Distributionchannels
TargetCustomers
Relative Importance of Promotional Tools in Consumer versus Industrial
MarketsConsumer Goods Industrial Markets
Relative ImportanceRelative Importance
Advertising
Advertising
Sales PromotionSales Promotion
Public RelationsPublic Relations
Personal Selling
Personal Selling
Peggy Simcic Brønn 5
Public Relations and Marketing - Differing
Views
Separate but equal functions Equal and overlapping functions Marketing the dominant function Public Relations the dominant
function The same function
Peggy Simcic Brønn 6
PR AND MARKETING
Public Relations Relationship building is
everything. Relationships with all
groups affecting organization.
Goal - save money by managing threats and finding opportunities.
Marketing Relationship building is
key. Relationships mainly
with customers/clients. Goal - organization’s
economic objectives.
Peggy Simcic Brønn 7
“PR - A COMMUNICATION FUNCTION OF MANAGEMENT
THROUGH WHICH ORGANIZATIONS ADAPT TO, ALTER, OR MAINTAIN THEIR
ENVIRONMENT FOR THE PURPOSE OF ACHIEVING
ORGANIZATIONAL GOALS.”
Peggy Simcic Brønn 8
Marketing Communications Mix
Advertising Direct Marketing Sales Promotion Public Relations and Publicity Personal Selling
Peggy Simcic Brønn 9
Advertising
Print and broadcast ads
Packaging - outer Packaging - inserts Motion pictures Brochures and
booklets Posters and leaflets
Directories Reprints of ads Billboards Display signs Point-of-purchase
displays Audio-visual
materials Symbols & logos
Peggy Simcic Brønn 10
Sales Promotion
Contests, games, sweepstakes, lotteries
Premiums, gifts Samplings Fairs, trade shows Exhibits Demonstrations
Couponing Rebates Low-interest
financing Entertainment Trade-in allowance Trading stamps Tie-ins
Peggy Simcic Brønn 11
Personal Selling
Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows
Peggy Simcic Brønn 12
Direct Marketing
Catalogs Mailings Telemarketing Electronic shopping TV shopping
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Public relations: An umbrella term...
Product publicity Corporate communications Issues management Investor relations Financial communications Lobbying Public affairs
Media relations Community affairs Crisis management Events management Sponsorship A range of services
feeding into these...
Peggy Simcic Brønn 15
Public Relations Functions
Publications and communications materials
Conventions, meetings, seminars Interpreting government actions Compiling and publicizing relevant
statistics Preparing and distributing material to
press
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Public Relations Functions
Promoting codes and ethics Institutional advertising Furthering employer-employee relations Crisis coordination Public service activities
Peggy Simcic Brønn 17
What are We?
Corporate Affairs Corporate
Communications Communications Public Affairs Public Relations Marketing
Communications
Information Government Affairs Community Affairs Employee Relations Publications Press and Media
Relations Marketing
Peggy Simcic Brønn 18
Tools Written material Audio-visual material Corporate identity media News Events Speeches Telephone information service Internet
Peggy Simcic Brønn 19
Tools
Written material» Annual reports» Catalogs» Employee newsletter» Magazines» Posters and flyers
Audio-Visual material» Films» Slides» Audio cassettes
Peggy Simcic Brønn 20
Tools
Events» Attract attention» Develop stories
around» Important for non-
profits» Anniversaries» Art exhibits» Auctions» Fashion shows
Speeches» Effective
spokespersons for organization
» Address topical issues
Peggy Simcic Brønn 21
Tools
News» Finding, creating,
selling to appropriate media
» 3 qualities– Higher veracity– Catches people off
guard– Potential for
dramatization
Telephone Information Service» Numbers to get
information» Pre-recorded
answers to common questions
» Shows a caring about public
Peggy Simcic Brønn 22
Tools
Internet» Pluses
– Edit self– Dialog (two-way)– Always updated– Extremely cheap– Global coverage
» Minuses– Boring– Rigid– People must be
looking for information on you
Peggy Simcic Brønn 23
Ethics
Moral guidelines» Truthful» Testimonials» Children and young
people» Exploitation of
goodwill
» Comparisons» Imitation» Safety» Denigration» Responsibility
Peggy Simcic Brønn 24
Traditional PR Responses
Circle the Wagons Cosmetic Missionary Interactive Communications Open Door
25Peggy Simcic Brønn 25
CORPORATE IMAGE - WHAT IS IT?
CorporateIdentity
IndividualInterpretation
CorporateImage = $
Lundquist, O. S., Rønning, L., Sandberg, G., ‘Corporate Identityand Corporate Image, En litteraturstudie av begrepenes definisjoner,Diplomoppgave, Siviløkonomstudiet, BI (1997).
Peggy Simcic Brønn 26
CORPORATE IDENTITY
The way in which an organization presents itself» Symbols» Communication» Behavior
Referred to as Corporate Identity (CI) Mix
Personality manifested through this mix
Peggy Simcic Brønn 27Peggy Simcic Brønn 27
CORPORATE IDENTITY MEDIA
Product Price Logos Name Stationery Brochures Signs
Visit cards Buildings Uniforms Sponsorship Packaging Work environment Figure or “character”
Peggy Simcic Brønn 28Peggy Simcic Brønn 28
IMPORTANCE OF IDENTITY
Raises motivation among employees Inspires confidence in stakeholder
groups Acknowledges important role of
customers Acknowledges vital role of financial
groups
Peggy Simcic Brønn 2929Peggy Simcic Brønn
TYPES OF CORPORATE IDENTITY
Monolithic -- Shell, Philips, BMW
Endorsed -- GM, L’Oreal
Branded -- Unilever
30Peggy Simcic Brønn
Corporate Identity
NamesSelf-Presentations
CustomerImage
CommunityImage
InvestorImage
EmployeeImage
Corporate Reputation
Fombrun, C. J., Reputation, Harvard Business School Press
Peggy Simcic Brønn 31
Reputation is the most important commercial mechanism for conveying information to consumers. It is a distinctive capability that accrues competitive advantage to an organization.
John KayFoundations of Corporate Success
Peggy Simcic Brønn 32Peggy Simcic Brønn 32
WHY DO WE NEED TO CARE ABOUT IMAGE?
Consumers are more sophisticated than ever before
There is more distrust than ever regarding motives of big business
There has been more changes in the last ten years than in the last 80
There is a clear relationship between a positive image and profitability
Image is no longer solely the realm of marketing, but rather a strategic instrument of top management.
De Soet (CEO Dutch KLM)
When having to choose similar products, 9 out of 10 consumers base their decisions on the reputation of the company.
Mackiewicz
Peggy Simcic Brønn 34Peggy Simcic Brønn 34
TODAY’S SITUATION
Quality and good service taken as given Programs such as TQM and ISO9000
have worked Organizations need new differentiators,
new USP’s» Advocacy advertising» Green advertising
Peggy Simcic Brønn 35Peggy Simcic Brønn 35
REASONS FOR IMAGE ‘MANAGEMENT’
General promotion value
Encourage favorable behavior towards organization
Build sales Attract shareholders Attract and motivate
employees/build morale Reduce cost of capital
Aid in relations with community/
government Serve corporate
objectives Create familiarity and
favorability Create position in industry Can demand premium
prices
Peggy Simcic Brønn 36Peggy Simcic Brønn 36
IT HELPS POSITION PRODUCT
Physical product attributes
Distribution
Price
Image
Peggy Simcic Brønn 3737Peggy Simcic Brønn
IMAGE LEVELS
Product class Brand Company Sector Shop Country User
Peggy Simcic Brønn 38Peggy Simcic Brønn 38
IMAGE AUDIENCES
Consumers Shareholders Investment community Employees Communities Suppliers
Peggy Simcic Brønn 39Peggy Simcic Brønn 39
What are the most important things to know about a company to judge its
reputation?
(percentage) Bus. General City Business
Editors Public Investors Press
- Financial
Performance 42 9 65 80
- Quality of
Management 28 9 91 71
- Quality of Products/
Services 8 47 20 0
- Customer Services 6 18 0 20
Corporate Image
Corporate Identity and Corporate Personality
Super and subordinate images
Personal and nonpersonal communication
Experiences with product/service & staff
Management/employees
Products/Services Ethics/Community Finances
40
Management/Employees
• Quality of Management
•Quality of work conditions (physical and social)
•Quality of strategies
Products/Services
• Quality
• Satisfaction
• Technology
• Value
• Selection
Ethics/Community
• Equal employment
•Socially responsible
•Protect jobs
•Contributes to charity
•Helps the community
•Conserves energy
•Environmentally conscience
•Supports culture
•Responsible citizen
Finances
• Sound investment opportunity
• Pays dividends
• Reporting practices
• Stock price
• Diversified
• Wise use of assets
• Consistent growth
Peggy Simcic Brønn 42Peggy Simcic Brønn 42
CORPORATE IMAGE IS THE PERCEIVED SUM OF THE ENTIRE
ORGANIZATION - ITS OBJECTIVES AND PLANS. IT ENCOMPASSES
PRODUCTS, SERVICES, MANAGEMENT STYLE,
COMMUNICATIONS ACTIVITIES AND ACTIONS AROUND THE WORLD.
G.A. Marken
Peggy Simcic Brønn 43Peggy Simcic Brønn 43
FACTORS CONTROLLING COMPANY IMAGE
Reality of company Newsworthiness of company Diversity of company Communications effort Time Memory decay
Peggy Simcic Brønn 44Peggy Simcic Brønn 44
IMAGE-ORIENTED ADVERTISING OBJECTIVES
Industry - develop and maintain favorable industry image.
Generate primary demand.
Company - develop and maintain a favorable company image.
Generate selective demand.
Peggy Simcic Brønn 45Peggy Simcic Brønn 45
BARRIERS TO ACHIEVING ‘DESIRED’ IMAGE
“CEO disease”
Mental models
If it’s not broke don’t fix it
Inability to read environment
Confusion regarding who’s job it is
Peggy Simcic Brønn 46Peggy Simcic Brønn 46
OPTIMAL - AN INTEGRATED EFFORT
Unified image Data base management-driven
integration Integrated customer contact points Stakeholder-based integration
Peggy Simcic Brønn 47Peggy Simcic Brønn 47
Goal: Credible Image
Believable message Clearly stated Continually and consistently Through appropriate channels At the appropriate level of understanding
Peggy Simcic Brønn 48
The Three I’s - Mission Oriented
Identity: Who we are
Image: What we are
Ideas: What we stand for and
believe
What you have
How you intend to
use it
The organization Corporate
VisualsCorporate
Identity
AudiencePerceptions
Monitoring
Corporate Identity: Era 1 -- Badging
Source: Bamber Forsyth in White, J. and Mazur, L. Strategic Communications Management, Addison Wesley, London, 1996.
What you have
How you intend to
use it
The organization
CorporateVisuals
CorporateIdentity
AudiencePerceptions
Monitoring
Corporate Identity: Era 2 -- Visuals plus Communication
Source: Bamber Forsyth in White and Mazur
Corporate
Communications