Public Relations Notes

PUBLIC RELATIONS NOTES

E.A.RODOPOULOS

TABLE OF CONTENTS

MARKETING VIEW OF PR.........................................................................................................................3

PROGRAM PLANNING............................................................................................................................ 7

COMMUNICATION................................................................................................................................... 8

CRISIS MANAGEMENT..........................................................................................................................10

EVALUATION..........................................................................................................................................12

PUBLIC OPINION AND PERSUASION..................................................................................................13

THE AUDIENCE AND HOW TO REACH IT............................................................................................14

CORPORATIONS................................................................................................................................... 16

THE BUSINESS – MEDIA RELATIONSHIP...........................................................................................17

P.R. notes by E.A.Rodopoulos , 2002-2003

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MARKETING VIEW OF PR.P.R. is a promotional tool , PR supports marketing objectives.1. Tools for PR ( marketing view) are

1.1. Press relations1.2. Corporate communications1.3. Lobbying1.4. Counseling

2. PR practitioners , in contrast with marketers ,work for the whole company /organization .3. The marketing oriented P.R. can contribute to the following tasks

3.1. Assist in the launch of new products3.2. Assist in repositiotioning a mature product3.3. Build up interest in a product category3.4. Influence specific target groups3.5. Defend products that have encountered public problems3.6. Build the corporate image in a way that projects favorably on its products.

4. As other promotional activities are more costly ( advertising) PR is becoming a better tool5. Major tools in P.R.

5.1. News5.2. Speeches5.3. Events5.4. Public service activities5.5. Written material5.6. Audio-Visual material5.7. Corporate identity media5.8. Telephone information services

6. The major Decisions in marketing PR are6.1. Establishing Marketing Objectives

6.1.1. Build awareness6.1.2. Build credibility6.1.3. Stimulate the sales force and dealers6.1.4. Hold down promotional costs

6.2. Choosing the PR messages and vehicles6.2.1. Create news than finding news6.2.2. Create events

6.3. Implementing the marketing PR plan6.4. Evaluating the PR results

6.4.1. Exposures6.4.2. Awareness/comprehension/attitude change6.4.3. Sales and profit contribution

PR definitionsPR is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics

The key words to remember for P.R. activityDeliberate PlannedPerformancePublic interestTwo-way communicationManagement function

PR processResearchActionCommunicationEvaluation

Components of PR1. Counseling2. Research3. Media relations4. Publicity5. Employee /member relations6. Community relations


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7. Public affair8. Government affair9. Issues management10. Financial relations11. Industry relations12. Development /Fund raising13. Multicultural relations/ workplace diversity14. Special events15. Marketing communications

Is PR the same with journalismScopeObjectivesAudiencesChannels

Is PR the same with advertisingAdvertising works with mass media outlets vs PR relies on all communications toolsAdvertising is a specialized communication function vs PR having broader scope

Evolution of PRThe idea of using all form of human communication – drama and stotytelling among them – to influence the behaviour of other people.

Evolving functions for understanding what PR is today , we study Press agentryIt is an extension of the activities of those who, in ancient civilizations , promoted athletic events , built an aura of myth around emperors and heroesPublicityConsisting mainly of the issuing of news releases to the media about the activities of an organization or individualCounseling

Four models of PRPress agentry /publicity source- receiverPublic information source- receiverTwo way asymmetric source receiver with feedbackTwo way symmetric group group with feedback

Why PR is growingPR is cost efficientPR has won over managementThe penalties of poor PR are viewed each night on the 8:30 newsPR is no longer measured by the ink and /or timePR is becoming more specializedPR tools are becoming more complexMarkets are going international – glabalizationPrinciples of PR managementTell the truthProve it with actionListen to the customerManage for tomorrowConduct PR as if the whole organization depends on itRemain calm, patioent and good – humored

What is ethicsEthics refers to the value system by which a person determines what is right or wrong, fair or unfair , just or unjust.

Three types of practitionersAbsolutistExistentialistSituationalist


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PR practioners have the added dilemma of making decisions that satisfy1. public interest2. employer3. professional organization’s code of ethics4. personal values and norms

Personal assessment in PRSome years before a good PR has to go through journalism.

Where a PR practitioner can work CorporationsNon profit organizationsEntertaiment, sports, travelGovernment and militaryEducationInternational PR

Personal qualifications and attitudesAbility with words ( written and spoken)Analytical skills ( identify & define problems)Creative ability( develop fresh , effective solutions)

Instinct for persuasionAbility to make compelling and polished presentations

Those who plan careers in PR should have Written skillsResearch abilityPlanning expertiseProblem solving ability

NOTE some companies use a triangle concept , representing three basic elements in their business – customers , shareholders and employees forming the three sides.The management goal is to keep the sides of the triangle in balance satisfying all of the three.

Professional support servicesOrganizations and societiesInternships ( working along studying)

Public Relations Department and Firms

Importance of organizational structure depends onThe type of organizationPerception of managementCapabilities of PR personnel

Eg1 In Big multinationals ( classified as mixed/mechanical) the autority and power of PR depts are high . In small organizations feels few public pressures and little government regulatory interest .Some CEO perceives PR as a journalistic functionPR practitioners background if they know business etc.

Expertise required in a PR Dept.

Strategic and operational management knowlwdgeDevelop strategies for solving problemsDevelop goals and objectives for departmentPropose budgetsManage people


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Research knowledge

Perform environmental scanningDetermine public reactions to your organizationUse research to segment publicsConduct evaluation research

Negotiation knowledgeNegotiate with activist publicsHelp management understood opinions of publicsUse conflict resolution theories with publics

Persuasion knowledgePersuade a public that your organization is rightUse attitude theory in a campaignGet publics to behave as your organizations wants.PR is a staff function ( difference between line and staff line managers can delegate authority , set goals, etc in comparison with the staff that they suggest , recommend , advise)

PR FirmsServices Providers

Executive speech trainingResearch and evaluationCrisis communicationsMedia analysisCommunity relationsEvents managementPublic affairsBrand and corporate reputationFinancial relations

As cost increase PR firms tend to be acquired by advertising firms keeping some times the NAME of the company.

As big advertising firms on their effort to vertically expand create and organize PR firmsACCOUNT SUPERVISORS – EXECUTIVES are the ones who take care of an account ie of a big company.

PROS and CONS of using a PR firmAdvantages

ObjectivityVariety of skills and expertiseExtensive resourcesOffices spreadSpecial problems – solvingCredibility

DisadvantagesNot thorough understanding of clients business or needs

Lack of full time commitmentNeed for prolonged briefing periodResentment by internal staff ( they think that they are not able to assess a particular job)

Need for strong direction by top managementNeed for full information and confidenceCosts

Fees and chargesBasic hourly fee plus expensesRetainer fee

Fixed project fee.RESEARCH

Questions to be asked


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1. What is the problem2. What kind of information is needed3. How will the results of the research be used4. What specific public should be reached5. Should the organization do the research or hire an outside consultant6. How will the research data be analyzed reported or applied7. How soon are the results needed8. How much will the research costUsing research

Achieve credibility with managementDefine audiences and segment publicsFormulate strategyTest messagesHelp management keep in touchPrevent crisesMonitor the competitionSway public opinionGenerate publicityMeasure success

Research techniques

Organizational materialsLibrary methodsOnline resourcesOnline networkswwwcontent analysisinterviewingfocus groupscopy testingscientific sampling

Questionnaire design

The problem of semanticsAvoid biased wordingTiming and contextPolitical correctnessThe answer categoriesQuestionnaire guidelines

Ways of reaching respondents

Mail questionnairesTelephone surveysPersonal interviews

Web -Piggyback survey

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PROGRAM PLANNINGBefore any PR activity can be implemented , it is essential that considerable thought be given to what should be done and in what sequence to accomplish an organization’s objectives.

WHERE WE ARE WHERE DO WE WANT TO GO ,HOW TO GET THERE.

Approaches to planning

MBOClient/employer ObjectivesAudience ?publicsAudience objectivesMedia channelsMedia channel objectivesSources and questionsCommunications strategies


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Essence of the messageNonverbal support.

Strategic planning modelFacts

Category factsProduct /service IssuesCompetitive factsCustomer facts

GoalsBusiness objectivesRole of PRSources of new business

AudienceTarget audiencesCurrent mind-setDesired mind test

Key messageElements of a program planSituation

Three kinds of situations often dictate the conduct of a PR program1. The organization must conduct a remedial program to overcome a problem or situation that

negatively affec6ts the organization2. The organization needs to conduct a specific one-time project3. The organization wants to reinforce an ongoing effort to preserve reputation and public supportObjectives

A stated objective must answer1. Does it really address the situation?2. Is it realistic and achievable?3. Can success be measured in meaningful terms ?

Two kinds of objectives 1. Informational 2. Motivational

AudienceIt can be done through public segmentation for specific and well defined publics

StrategyA strategy statement describes how an objective is to be achieved , providing guidelines and themes for the overall program.

TacticsIt describes the sequence of the activities that put the strategies into operation and help the achievement of stated objectives

TimetableTiming of a campaignScheduling of tacticsCompiling a calendar

BudgetEvaluationPlanning issues management1. Issues management is a proactive and systematic approach to a. predict problems b. anticipate

threats c. minimize surprises d. resolve issues e. prevent crises.The process is defined as five basic steps

1. Issue identification2. Issue analysis3. Strategy options4. Action plan5. Evaluation

COMMUNICATIONCommunication is the implementation of a decision, the process and the means by which objectives are achieved. The goals of the communication process are to inform , persuade, motivate or achieve mutual understanding.

For effective communication :

1. What constitutes communication and how people receive messages2. How people process information and change their perceptions


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3. What kinds of media and communication tools are most appropriate for a particular message.A PR perspective1) The message must be

a) Appropriateb) Meaningfulc) Memorabled) Understandablee) Believable

2) Objectives to the communicatora) Message exposureb) Accurate dissemination of the messagec) Acceptance of the messaged) Attitude changee) Change in overt behavior

To be successful , a message must be Received by the intended individual or audience. It must get the audience’s Attention .It must be Believed. It must be Remembered . It must be Acted Upon. Failure to accomplish any of these means the entire message fails.

Receiving the message

Three models of communication by Schramm1) Early model2) Shared experience3) Continuous feedbackFIG 8.1 PAGE 165Pr insights page 166Paying attention to the messageMedia uses and gratification modelThe communication process is interactive , the communicator wants to inform and even persuade, the recipient wants to be entertained or alerted to opportunities that can fulfill individual needs

People use mass media for such purposes as1) Surveillance of the environment2) Entertainment and diversion3) Reinforcement of their opinion4) Decision-making about a product or service.Thus the communicator has to make messages for fulfilling needs. One way is to understand the mental state of the intended audience. As the audiences can be devided to PASSIVE and ACTIVE , Passive audiences pay some attention to a message just for entertainment reasons , and thus the message has to be appropriate for gaining their attention . It must have style and creativity. It must be coloured and the slogan to be easily processed.

AKOYO or five senses modelAnother model in the communications process is the Five senses one or ( in Greek A.K.O.Y.O)

Α= ακουστικοίΚ=κινησιακοίΟ=οπτικοίΥ=υφή. Αφή γεύσηΟ=οσμήHook modelTo catch the audience ‘s attention at the beginning of the message .Details will follow

Understanding the messageCommunication can take place only if the sender and receiver have common understanding of the symbols being used. Symbols are WORDS.The understanding of symbols is based on education,social class regional differences, nationality cultural background.

Writing for clarityUse symbols ,Acronyms and slogansAvoid jargonAvoid clishes and hype wordsAvoid Euphemisms


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Avoid discriminatory languageBelieving the messageDo members of the audience perceive the source as knowledgable and expert on the subject?

Problems – burriers are 1) Source credibility

a) Sleeper effect it is based on the credibility.2) Context of the message3) Audience predispositionsRemembering the message

The messages are repeated extensively because1) Repetition is necessary 2) Repetition reminds the audience3) Repetition helps the audience4) Repetition can lead to improved learning.

Entropy = the messages continually lose information as media channels and people process the information and pass it on to others.

Acting on the messageThe five stage adoption process1) Awareness2) Interest3) Evaluation4) Trial5) AdoptionNot any person passes through the five stages with a given idea .Some factors that affect the adoption process are

1) Relative advantage2) Compatibility3) Complexity4) Traibility5) ObservabilityFIG 8.2 page 177The time factorThe time required to adopt a new idea or product.

How decisions are influenced

CRISIS MANAGEMENTWhat is crisis ?1. It is the situation characterized by surprise, high threat to important values and a short decision

time2. An extraordinary event or series of events that adversely affects the integrity of the

product ,the reputation or financial stability of the organization; or the wealth or well-being of employees , the community , or the public at large.

Examples of crisis situations : Microsoft, Nike, McDonald’s

How to communicate

Some suggestions Put the public first Take responsibility Be honest Never say “NO COMMENT” Designate a single spokesperson Set up a central information center Provide a constant flow of information Be amiliar with media need and deadlines Be accessible


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Monitor news coverage and telephone inquiries Communicate with key publics.How organizations respond to crisesList of proposed strategies Attack the accuser Denial Excuse Justification Ingratiation( persuasion) Corrective action Full apologySome times organizations do not adopt appropriate strategy due to some constrains. G.Cameron has developed

1. a contingency theory of conflict management which tries to explain why agencies don not always engage in two way communication

2. accommodative strategies when confronted with crisis Some variables that have to do with this theory are

1. management’s moral conviction that the public is wrong2. moral neutrality when two contending publics want the organization to take sides on a policy

issue3. legal constraints4. regulatory constraints5. prohibition by senior management against an accommodative stance6. possible conflict between departments of the organization on what strategies to adopt.How organizations handled a crisisIntel used justification , corrective action and full apology

Exxon used defensive startegy

Read the cases in the bookRisk communicationWhat is risk communication?Any verbal or written exchange that attempts to communicate information regarding risk to public health and safety and the environment.

Example the mad cows in G. Britain

Risk communicators identified some variables that affect public perception1. risks voluntarily taken tend to be accepted better than those over which individuals have little

or no control2. the more complex the situation , the higher the perception of risk3. familiarity breeds confidence4. perception of risk increases when the messages of experts conflict5. the severity of consequences affects risk perceptionsZoda’s suggestions on writing on risk com1. begin early and initiate a dialogue with affected publics2. actively solicit and identify people’s concerns3. recognize the public as a legitimate partner in the process4. address issues of concern5. anticipate and prepare for hostility6. understand the needs of the media7. be HONEST

EVALUATIONThe purpose of evaluationIt is the systematic assessment of a program and its results. It is a means for practitioners to offer accountability to clients and to themselves ____J.Bissland

Objectives1. PR personnel and management should agree on the criteria that will be used to evaluate

success in attaining objectives2. Do not wait till the end of the program to determine what to evaluate


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Checklist for basic evaluation

1. Was the activity or program adequately planned?2. Did recipients of the message understand it?3. How could the program strategy have been more effective?4. Were all primary and secondary audiences reached?5. Was the desired organizational objective achieved?6. What unforeseen circumstances affected the success of the program or activity?7. Did the program or activity fall within the budget set for it?8. What steps can be taken to improve the success of similar future activities?Current status of measurement and evaluationSome techniques as computerized news-clips analysis, survey sampling, correlation with sales.

On the basic level there are compilations of message distribution and media placements, the second level measurement of audience awareness, comprehension and keeping in mind the message, measurement of changes in attitudes ,opinions and behavior.

MEASUREMENT OF PRODUCTIONSimply way to count how many news releases, feature stories, photos letters and the like are produced, other way to see quntity and quality of releases.

MEASUREMENT OF MESSAGE EXPOSURE1. Media impressions2. Hits on the net3. Advertising equivalency4. Systematic tracking5. Requests and 800 #6. Cost per person7. Audience attendanceMEASUREMENT OF AUDIENCE AWARENESSWe have to measure whether target audience groups actually RECEIVED the messages directed to them , whether they paid ATTENTION , whether they understood the messages, whether they have retained those messages.

We can measure the comprehension of the message the day after recall ie participants are asked to view a specific TV program or read a particular news story and then they are interviewed to learn which message they remembered.

MEASUREMENT OF AUDIENCE ATTITUDESIt can be done via Baseline study.( measurement of audience attitude before, during and after PR campaign)

MEASUREMENT OF AUDIENCE ACTIONThe tools of PR are a means not an end.

MEASUREMENT OF SUPPLEMENTAL ACTIVITIES1) COMMUNICATION AUDITS

a) Analysis of all communications activitiesb) Informal interviews with managerial personnelc) Informal interviews with community public

2) Pilot tests and split messages3) Meeting and event attendance4) Newsletter readership

a) Content analysisb) Readership interest surveysc) Article recalld) Advisory boards

PUBLIC OPINION AND PERSUASION

What is public opinionPublic opinion is the sum of individual opinions on an issue affecting those individuals.

Public opinion is a collection of views held by persons interested in the subject.

Some researches have found that :


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1. Opinion is highly sensitive to events that have impact on the public ( as a whole or in segments)2. Public opinion does not anticipate events , it reacts to them.3. Events trigger public opinion4. Events can swing public opinion from one extreme to the other.Opinion leaders as catalystsTypes of leadersFormal opinion leaders( elected officials , CEO etc)

Informal opinion leaders ( role models, important persons)

The flow of opinionTwo step theory of communication __ P.O. is really formed by the views of people who have taken the time to sift information, evaluate it and form an opinion that is expressed to others.

The multiple – step flow model__ can graphically illustrated by a series of concentric circles. In the epicenter of action are opinion makers etc.

The role of Mass mediaThe information reaches the publics through media. Examples can be the interviews after a soccer game , articles about a product etc.

Some theories about mass media effects

Agenda Setting theory__ media sets the agenda for public discussion

Media dependency theory__MM can have a moderate or even powerful effect on the formation of opinions and attitudes.

Framing TheoryHow the journalists select certain facts , themes ,trearments and even words to frame a story.

Cultivation TheoryThe events are repacked and transformed to more logical and interesting things to readers.

Persuasion Aristotle mentioned ethos. Logos ,pathos being translated to source credibility , logical argument , emotional appeal.

Persuasion is used to 1. Change or neutralize hostile opinions2. Crystallize latent opinions and positive attitudes3. Conserve favorable opinionsFactors in persuasive communication1. Audience analysis ____ beliefs , attitudes , concerns , lifestyles , psychographics.2. Source credibility ____ The three factors ( expertise , sincerity, charisma). Using celebrities

appears to be problematic due to increasing number of endorsements can mix public who is doing what, overexpose of a celebrity , endorser’s action undercut the product or service.

3. Appeal to self Interest ____ Publics become involved in issues or pay attention to messages that appeal to their psychic or economic needs.( Maslow theory)

4. Clarity of message ____ Messages have to be clear and understandable.5. Timing and Context _____ A message is more persuasive if environmental factors support the

message or if the message is received within the context of other messages and situations with which the individual is familiar.

6. Audience Participation ___ involvement and participation7. Suggestions for action ___ The people endorse an idea if they are accompanied by a proposed

action from the sponsor.8. Content and Structure of message ___ Some techniques can be used to make messages more

persuasive such as 1. Drama 2. Statistics 3. Surveys and polls 4. Examples 5. Testimonials 6. Mass media endorsements 7. Emotional appeals.


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PropagandaPropaganda is the deliberate and systematic attempt to shape perceptions , manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandist.

Advertising and PR messages use some techniques such as :

Plain folks Testimonial Bandwagon Card stacking Transfer Glittering generalitiesPersuasion and manipulationThe effectiveness of persuasive techniques is not an exact science. There are some limitations on effective persuasive messages such as:

1. Lack of message penetration2. Competing messages3. Self selection4. Self perception

THE AUDIENCE AND HOW TO REACH IT

The audience is a complex set of groups with diverse cultural, ethnic, religious, and economic attributes whose interests coincide at times and conflict at others. A successful campaign must be aimed at those segments of the mass audience that are most desirable for its particular purpose and must employ those media most effective in reaching them. Some segments are easily identifiable and reachable , others are not. Surveys have do be done in order to identify attributes .In US two demographic groups deserve special attention

1. Senior – more than 65 years old with proven attributes Long experience Political oriented Source of volunteers Health conscious

Ethnic groupsIn E U the problem with ONE market is more complicated than in US. Discuss the problem.Characteristics of the audience1. The public is increasingly visually oriented2. Fervent support is generated for single issues3. Heavy emphasis is placed on personality and celebrity4. Strong distrust of authority and suspicion of conspiracy exist.5. The international audience for public relations is expanding swiftlyMatching Audience and mediaSome general guidelines exist for matching audience and media1. Print media are the most effective for delivering a message with details2. TV has the strongest emotional impact of all media3. Radio’s greatest advantages are flexibility and ability to reach specific targets , lower cost,

audience exposure4. The on line media used as supplemental method of reaching a gena\erally well educated ,

relatively affluent audience.Media relationsPR practitioners have to remember1. that editors , reporters at all are :

Busy Pride for making their own decisions Editors and PR’s work together

2. That PR have to remember that Their job is to inform the public The PR story wiil be judged by it self Pr role continue after the acceptance of the story.


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Print mediaNewspapersSome points to be remembered about :1. A commercial institution2. The organization of newspapersCreated events or news happen.Newspapers some times create news and some times news happen.

PR opportunities in newspapers1. Material submission2. Invitation to news conferences must be include facts sheet3. Editors must have background information before they publish their story4. The journalists and editors are not aware of everything.MagazinesThey differ from newspapers in content, time frame and methods of operation. Articles are in more depth , color is used and sometimes are of different interest – in comparison with newspapers that deal with whole family-.

Periodicals for the public at large General interest News magazines Women’s interest Men’s interest Senior market

Periodicals for specific audiences Special audiences magazines Trade journals Company and organizational magazines

Internal External

Public relations opportunities with magazinesSome principals Submit a story idea that would promote the practitioner’s cause Send a written query outlining an article Submit a completed article In trade journals use news releases and articles in a ready to publish formThe spoken and visual mediaRadioSound and rock and rollSpeed and mobility are making radio uniqueUrgent messages are on the air asapLoose program structure ( in comparison with TV)Radio goes everywhereFlexibility among listenersHigh technology is involved

PR opportunities in Radio1. Newscasts2. Community calendars3. Actualities4. Talk shows5. Editorials6. Disc jockey shows7. Community events8. Public service announcementsTVColor , sound and rock and rollCable tv , satellite tv

Pr opportunities in TV


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1. Guest appearances on news and talk shows2. Protest demonstrations3. Video tapes for news shows4. General interest filmsWhat to do News release and story proposals Video news Program ideasMOTION pictures sponsored films

CORPORATIONSThe big business operations – multinational corporations, conglomerates – affect the environment , control the employment of thousands of workers, and have an impact on the financial and social well being of millions .Bigness brings remot6eness , the popular phrase THE FACELESS CORPORATION it is a cliché and it represents the public distrust over them.

General Electric Co., sees four factors that must be taken into consideration whenever a management decision is made :

1. Political – How do government regulations and other pressures affect the decision2. Technological – do we have engineering knowledge to complete the goal3. Social – what is our responsibility to society4. Economic – will it make a profit

Human FactorA successful company must conduct relations with its employees with a responsible , companssionate policy.The public perceptions

Public thinks of big business as greedy , cold, with no social values. Especially in case of massive lay-offs public criticism is getting hard to fight. What can happen when business overlook the human factor ? The lesson is clear : before a company takes an action affecting the public , its management should attempt to view the move through the eyes of others.Similarly if the company’s employees believe that management is treating them unfairly , their work suffers and internal tensions develop. However , due to the advance of the technology , and for company’s survival lay-offs might be used and in some cases the new technology might annoy customers. ( example of the new telephone centers with the pre recorded voices “The lines are busy , our first available officer will serve you soon ”

CONSUMERISMThe Latin presept caveat emptor – let the buyer beware is long gone. Business are required to produce goods and services , of safe , acceptable quality on honest terms, and good terms of payments . Consumerism is a significant and growing force in the conduct of business. The consumer movement developed during the past three decades because far too often business firms were cought either cheating their customers or carelessly giving them inferior products. Ralph Nader – a Washington lawyer – was one of the first consumerism activists. One of the ways the consumers can react to a company is the boycottPRODUCT RECALLSRecalls of defective products from the purchasers are the most visible and frequently very expensive aspect of corporate relations with customers.BUSINESS PUBLIC AFFAIRSCorporate citizenship is a basic tenet of business and industry for several reasons

1. Many business executives have realized that to reduce government regulation they must take the initiative and voluntarily exercise a sense of social responsibility.

2. Business and industrial leaders realize that they can survive and prosper only in a stable socity that provides safety , security and economic well being for its citizens.

3. Corporate citizenship enhances a company’w reputation and its ability to market goods and services.

COMMUNITY RELATIONSFollowing the Think globally , act locally business have to take care of the affairs with the community in which they work with.CORPORATE AID TO EDUCATIONSchool supports , research support , grants etcOne good example of corporate public relations is the one of the Japanese firms working in the US.CORPORATE PHILANTHROPYCompany financial contributions to community and national social programs and institutions are closely related to community relations. See the PR insights , give some examples.


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CORPORATIONS AND THE ENVIRONMENTPublic is more aware of the importance of environment.

THE PUBLIC RELATIONS ROLE.1. Present to the public the company’s environmental accomplishments2. Inform top management of the public’s perception and concerns about the company’s

environmental record3. Conduct environmental cleanup campaigns within the company

The green imageOne company’s program

THE BUSINESS – MEDIA RELATIONSHIP

Some times media inform the public in a way that will mislead the P.O. and/or the info is different that the one business has passed through or any other case you might think of. PR stand in the middle.FINANCIAL INFORMATIONTwo primary targets for a company’s financial information are 1. Stockholdres 2. Financial analysts.SENSITIVITY TO ETHNIC GROUPSMARKETING COMMUNICATIONSThe terms , marketing communication , marketing public relations, integrated marketing communications are often used.1. Product publicity

product publicity is more effective than an expensive advertising campaign.

2. Informations Bureus3. School Promotions4. Cause- related marketing5. Corporate sponsorships

EMPLOYEE COMMUNICATIONSHealth and social issues1. Use of drugs2. Smoking3. Sexual harassment


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