Media Relations Strategic Objectives Improving Image Higher/better Media Profile Changing Attitudes of Target Audience Improving Relationship with community Increasing Market Share Influencing Government Improving Industrial Relations Tools & Techniques Tools ◦ ◦ ◦ ◦ ◦ ◦ News Release Press Conferences Informal Media Briefings Exclusive Interview Media Tours Facility Visit Techniques ◦ News Vehicles: Events created to gain media coverage ◦ For Example: Media Launches, Announcement, Anniversaries, awareness days, celebrity appearances, awards and publicity Linking Statements to current Media Agenda: ◦ Pharmaceutical companies linking to Dengue Remedies ◦ Google associating themselves to combat cyber crime ◦ Companies associating themselves with Global Go Green Agenda Improving Image Consumer PR Public Relations as part of Integrated Marketing Communication PR is viewed as Marketing Support Generate Buzz PR is more about changing attitudes than promoting specific products Marketing and PR-Operates under same principle-Creating Exchanges-Creating mutually beneficial relationships Marketing Function PR can Perform Publicizing news and events Promoting new & established products Creating a favorable image of Company Arranging Public Appearances Probing Public Opinion in Market areas Focusing news media attention on sales conferences Assisting in Programmes concerning consumerism Branding Importance of Public Relation activities in Branding: Market is saturated with new brands Brand loyalty has decreased Sales promotion and Public Relations became more important in that case Launch Process- Tool of Branding Launch Process helps new products and services rapidly establish itself in the market Pre Launch-Launch- Post Launch Activities Hiring PR agency: Planning PR activities, Engaging Media Timing: Internal Strategic Concerns and External Factors Formation and Composition of Teams Brand Building Following up on the coverage of the event Corporate Communication Stakeholders: Who have interest/ stake in any organization, not necessarily financial interest, but they are effected by organization What Constitutes a Good Reputation? Integrating social and economic considerations into competitive practices Organizations don’t only do the things right they do the right things Building equally good social and economic profile Indicators of productive companies: Invest Innovate Develop Human Capital (Taking Care of Stakeholders) Core concepts of Corporate Relationship with stakeholders Inclusive Leadership: Shifts attention from physical assets to realizing and learning potential of all the people with company interacts Sustainable development: Rather looking for quick financial success, companies should pursue development which can sustain over time. Establishing License to Operate: To be successful, organization must maintain public confidence in the legitimacy of their operations and business conduct. Corporate Communication & Corporate Social Responsibility Relationship of CSR and Stakeholdersim ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ Embracing Company’s Stakeholders Contributions of stakeholders in decision making Treating Beneficiaries of CSR with Goodwill Goals related to social and ecological sustainability Full responsibility of impact of organization on environment and employees Public Scrutiny of Company’s acts CSR Auditing Financial Environmental Social Approaches of CSR: Create and engineer favorable climate of the public opinion towards company CSR in pursuit of public Interest Understanding requirement of community to help companies be more responsive Corporate Identity and Image Corporate ID: Refers to the combination of ways in which an organization’s personality is expressed. Tangible elements of ID: ◦ Logos ◦ Colors ◦ Type face & House Style Less Tangible elements of ID: ◦ ◦ ◦ ◦ Behavior Culture Values, Philosophy, Mission Communication Style Corporate ID vs Corporate Image ID: is what organization communicates intentionally Image: Image is how its publics actually view it, An image is a perception and exists only in the minds of receiver To formulate an image, publics interpret ID in a wider context with frames of reference Benefits Public Profile and Recognition Better Customer Relations Brand Support Better Visual Representation Financial Advantages Express Culture and Values Staff Motivation Support for Communication Two Key elements of Corporate Identity 1. Visual 2. Communication & Behavior 1. Visual Using Cultural Codes and Associated Meaning Designers choose particular colors, shapes, typeface, graphics to evoke particular emotional response and to infer particular meanings Examples: Effective Visual Identity The arrow points from A to Z showing how the company sells anything you'd ever want ... it also doubles as a smile. The V and the A in Sony's logo are meant to represent an analog sound wave, while the I and O stand for binary digits, evoking the digital age. With a clever use of negative space, the Pittsburgh Zoo pays homage to wide array of wildlife. Known for its 31 flavors, the company worked that element into its B and R logo. Types of Logos Monolithic: One Name, one Identity through out Endorsed: Parent company has different but prominent identity and brands have different/ prominent identities Branded: Parent company has a less prominent logo, brands are more prominent Monolithic: DELL, HP, MICROSOFT, APPLE Endorsed: Nestle Branded: P & G (Gillette, Olay, Oral-B, Dura-Cell, Ariel, Head & Shoulders, Pampers, Pentene, Wella, Vicks etc. P& G 2. Communication and Behavior Principle of Consistency: Establishing consistent and sustainable internal images among all employees so positive cue can be communicated Organization should involve range of stakeholders in determining core philosophy and values and clearly communicate agreed goals Creating Corporate Story, Personality & Corporate Culture Corporate Story ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ Sustainable Corporate Story must have an effective framework Mission Vision Origins emotionally formulated core stories competencies fundamental beliefs values Corporate Culture Understanding Culture as part of Corporate Identity ◦ Creating a favorable conducive culture inside the organization through ◦ Power Structure ◦ Organizational Structures ◦ Control Systems ◦ Rituals and Routines Corporate Personality Corporate personality is made up of organizations: ◦ ◦ ◦ ◦ History Culture Belief Values Example: GEO TV GEO Vision: "live and let live“ Human Resource: Diverse cultural backgrounds and multi-ethnic origins add up to create a strong resource base at GEO. Van Riel’s Model of CI Management Problem Analysis Current positioning Translation in to CI Mix External Image Research Competition Market Analysis Gap analysis Maintaining Current positioning Adjusting current positioning Determination of New Position