Public Relations Slavko Kovacevic

8/12/2019 Public Relations Slavko Kovacevic

1/19

Public Relations

WWW.IMC.CO.YU

dr Slavko Kovaevi

COMMUNICATION QUALITYDIRECTLYDEPEND UPON

ETHIC ATTITUDIES, ADOPTED RULES, PROCEDURES,JUST LIKE AN ACTUAL CREATOR*S STATE OF MIND

IN A MINUTE OF CREATING MESSAGES


2/19

Situation- Where are we now?

Objectives- Where we WANT to go ? Is it real ?

Strategy- How do we get there? general way

Tactics- What will we do ? STEP BY STEP

Actions- Who will do, what and when?

Control- How will we know when we arrive?

SOSTACPLANNING MODEL


3/19

WHAT IS MAIN COMPANY VALUE ?

MAIN COMPANY VALUE IS NOT ANY MORE

MACHINES AND BUILDINGS !

MAIN COMPANY VALUE IS

COMMUNICATION QUALITY

(TRUST) WITHCUSTOMERS,

EMPLOYEES, SUPPLIERS, SALES FORCES,

GOVERNMENT, MEDIA, COMPETITION ...

QUALITY AND DEVELOPMENT OF MARKET COMMUNICATIONS

AS WELL AS FULL CONCEPTAPPLICATIONOF

INTEGRATED CORPORATE COMMUNICATIONS

ARE MAIN COMPANY VALUE!


4/19

DEALING WITH INVISIBLE PART OF

BUSINESS !?

COMMUNICATIONS QUALITY

IS EVERYTHING !

WHAT THINGS MAKES WRONG ?:

AMIGDALA?

Ego - INDIVIDUAL IDENTITY- WE BELIVE THAT WE ARE ALWAYS RIGHT

AUTHORITY ?WHO JUDGE?

HABIT / ego dominations - fight or run away!

Education quality in communications ?

Leader - bossbad or good teacher ?responsibility ?

alfa(fe)male factor - vanity / passion !?

BUT ?


5/19

Unutranji

Konflikti

Ja Sa mnom

I like Platon*s philosophy,

But sex,

I even like a bit more !


6/19

Is there PR - sector or PR - department

How much PRemployees(what kind of function)

How is real influence of PRdepartment ?

Do you have PRbudget for oneyear plan ?

How often you invite mas - media for companycelebrations or others events

Do you have inwriting form: mission and

corporative identity How management care about communications

qulity with employees

(for management : 1. emp loyees, 2. cus tom er ......?!)

Your PR - employees : PLANNERS / WORKERS ?!

PUBLIC RELATIONSactual state of PR in your company???


7/19

WHAT IS PUBLIC RELATIONS?

TWOWAYS COMMUNICATIONS

PERMANENT TWOWAYS COMMUNICATIONS

PERMANENT STRATEGIC TWOWAYS COMMUNICATIONS

- CLEAR GOALS and timing and control !

PERMANENT STRATEGIC TWOWAYS COMMUNICATIONS

WITH YOUR PUBLICS:

EKSTERNAL AND INTERNAL

PERMANENT STRATIGIC TWOWAYS COMMUNICATIONSWITH YOUR PUBLICS: EKSTERNAL AND INTERNAL

- TO REACHMUTUAL BENEFITS ! (SPONSORSHIP)

PROACTIVE COMMUNICATIONS !!!


8/19

Definition

The deliberate, planned and

sustained effort to establish andmaintain mutual understanding

between an organisation and its

publics

Institute of Public Relations


9/19

PR is about reputation, - the

result of what you say and what

others say about you. PRpractice is the discipline which

looks after reputation with the aim

of earning understanding and

support and influencing opinion

and behaviourIPRA

Definitionmore !


10/19

PUBLICS


11/19

PUBLIC RELATIONS 1what we do ?moves in order !

MISSION - definition

Environment reserach

GOALS

STRATEGY - plan

TACTICS - plan

ACTIONS

RESULTS CONTROL (RESEARCH)

PROACTIVE INTEGRATED

CORPORATIVE COMMUNICATIONS !

MUST BEIN WHOLE

AND ORDER


12/19

PUBLIC RELATIONS 2WHAT WE DO !?

COMMUNICATION STRATEGY - research, make priority list of publics,define goals, make strategy and tactics, creations and control of messages !

IDETITY MEDIA ( controling in visual standards, dress code, entherier . .)

COMPANY NEWS (PRODUCT NEWS, ABOUT OUR MARKET AND EMPLOYEES)

EVENTS (organising and sponsoring in sports and art)

PUBLICATION ( company news paper, annual raport, catalogue for customer ...)

LOBBYING ( to maintain positive law, to gain important people outside company)

LOCAL COMMUNITY COMMUNICATIONS (cooperation and manitaingood relations with local community)

SOCIAL RESPONSIBLE ACTIVITIES ( postive image building in localcommunity as social responsible company )


13/19

PUBLICS RESEARCH

MANAGEMENT SUPPORT

STRATEGIC COMMUNICATIONS WITH PUBLICS

MEDIA RELATIONS

- PRESS CONFERENCE

- PRESS RELEASE

- PUBLIC SPEACH- TRAVELING FOR MEDIA - PEOPLE

COMMUNICATIONS IN CRISIS

PRESENTATION - annual meetings, wellcome

parties, promotions, exhibitions, semminars etc.

PUBLIC RELATIONSWhat we do - more ?


14/19

PR Planning

The identification of the primary

audience(s) for a campaign.

The identification of key issues for

the audience

Positioning- closing the gap between

the image and the actual


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COMPANY IMAGEBIG INFLUENCE ON MARKET SUCCESS

COMPANY PERSONALITY

CORPORATIVE CULTURE

SUCCESS or ...!?

COMPANY IMAGE

ENVIRONMENT

ATTITUDIES

BEHAVIOUR - ACTION

INFORMATIONS

QUALITY !?

QUALITY !?

REALISTIC

RESEARCH

Chack frequently

Establish as soon as possible


16/19

BAD RELATIONSHIP WITH PR - EMPLOYEES

INADEQUATE POSITION OF PR- DEPARTMENT- USUALY: MEDIA SERVIS or CELEBRATIONS

AVOIDING BASIC PR - RESEARCH

NO INTERES FOR REAL COMPANY IMAGE

ATTITUDE: THAT GUILTY IS ALWAYS SAMOBODY ELSE

BELIVING THAT WE CAN BE INVISIBLE

WHENEVER WE WANT TO !?

VERY OFTEN

COMPANY ERRORSIN THEIR OWN PR - PRACTICE


17/19

1. IN FIRST PLACES - TRUTH!

2. UNDERSTANDING COMMUNICATION-PARTNERS NEEDS !

3. OPTIMISM, TOLERANCE, BE OPEN, HONESTY !

CORPORATIVE CULTURE !

4. PROFESIONALITYRESPECT FOR OBLIGATIONS

AND ABILITY TO TAKE FULL RESPONSIBILITY!

PROACTIVE COMMUNICATION ACCESS !!!

MOST IMPORTANT PR - VALUES


18/19

ALLWE NEED IS LOVA


19/19

Kada ste najjai - u najveoj ste opasnosti !?

WHEN YOU ARE STRONGEST - YOU ARE IN BIGGEST

DANGER!

- rejting = 0 ta preostaje ? -

Public Relations Slavko Kovacevic

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