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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
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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
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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!
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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 ?
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Unutranji
Konflikti
Ja Sa mnom
I like Platon*s philosophy,
But sex,
I even like a bit more !
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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???
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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 !!!
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Definition
The deliberate, planned and
sustained effort to establish andmaintain mutual understanding
between an organisation and its
publics
Institute of Public Relations
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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 !
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PUBLICS
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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
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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 )
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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 ?
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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
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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
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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
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ALLWE NEED IS LOVA
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Kada ste najjai - u najveoj ste opasnosti !?
WHEN YOU ARE STRONGEST - YOU ARE IN BIGGEST
DANGER!
- rejting = 0 ta preostaje ? -
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