SYBBA C GROUP NO 5

What is Public Relations?

Public relations (PR): A communication function used to promote mutual understanding between an organization and its various stakeholder groups

 Complex structure of Industry

Importance of Employee Relations For Good Communication Increasing Competition

Johnson & Johnson

The worlds largest and most comprehensive

manufacturer of health care products Founded in 1886 Headquartered in New Brunswick, New Jersey Sales of $64 billion in 2004 200+ operating companies in 50+ countries 109,000+ employees worldwide Customers in over 175 countries

Achievements Achievements
Name Of Award Received By
Johnson & Johnson Consumer Products India

Given By
Indian Statistical Institute & The National Institution of Quality & Reliability

Six Sigma
Industrial Safety Award Image Award
Process Excellence Award Best Employers 2003 Rank 4

Johnson n Johnson Plant, Dharavi Johnson n Johnson Innovations Dept Of India

National Safety Council, Maharashtra

Ortho - Clinical Diagnostics Division Johnson & Johnson, Worldwide

Johnson & Johnson Medical India

Johnson & Johnson Consumer Products

Johnson & Johnson, Worldwide

India Hewitt Associates

Organizational Structure
Managing Director

Finance Manager

Commercial Manager

R&D Manager

Operations Manager

Human Resource Manger

Marketing Manager

Logistics Manager

Public Relations Manager

Mission Statements
We Must be Good Citizens

Support Good Works & Charities.

We must maintain in good order the

property we are privileged to use, protecting the environment & natural resources.

Basic Objective
To Provide scientifically sound, High Quality

products & services to help Heal, Cure Diseases & Improve the Quality of Life This was also the basic Goal that began with the Founding of the Company in 1886

PR Dept Functions
Serve As the Official Channel of Information Keep the Public Aware of Organizations Activities Coordinate Relationships With Stakeholders

Coordinate With Other Departments

PR

Plan and Administer Information Programs

Collect and Analyze Stakeholder Attitudes

PR Activities
Brand Publicity Media Relations

Crisis Management

PR Activities

Corporate Communications

Financial/ Financial Investor Relations Relations

Employee Relations

What Is Brand Publicity? Brand publicity: The use of non-paid media messages to deliver brand information designed to positively influence customers and prospects

What Are Brand Publicity Tools?

News Release (Press Release)

Publicity Tools

Direct Communication Pitch Letter

News Kit (Press Kit)

Key Part of Brand Publicity: Media Relations

Key part of brand publicity: Media relations: Maintaining a positive professional relationship with the media in general or with media that specialize in covering a specific industry
The challenge: getting past media gatekeepers Editors and reporters who select (or reject) stories for their publications or stations based on what they think will interest their audiences

Tools for Media Relations

News Release Television Advertisements (Press Release)

Publicity Tools

Campaign at the Launch Of Pitch Letter New Product

Ads In Different Languages

What Is Corporate Communication?

Corporate communication: High level public relations carried out by executives who work at a senior level in a company and advise top management on how the organization presents itself
Goal: to manage the image and reputation of the organization

Three Corporate Advertising Objectives

Establish Corporate Identity

Objectives

Advocacy

Demonstrating Social Responsibility

Insight: Proactive Crisis Management

Crisis are a fact of an organizations life. If the Executives perform proactively that is acting before the crisis, so as to avoid the situation of Crisis, It can very well create a mechanism that is free of failures and hence a Crisis can be prevented even before it is Born.

The Tylenol Case Study

Seven people on Chicago's West Side died mysteriously. Authorities determined that each of the people that died, had ingested an Extra-Strength Tylenol capsule laced with cyanide
These poisonings made it necessary for Johnson & Johnson to launch a public relations program immediately.

ISSUES TO BE DEALT WITH

Had to address the public about the damaged product

Had to protect the people first

Also had to protect the reputation of not only their

company but also tylenol their most profitable product

WHAT DID JOHNSONS AND JOHNSONS DO

PHASE ONE:
Johnson & Johnson's top management put customer safety first

The company alerted consumers across the nation

Johnson & Johnson recalled all Tylenol capsules from the market. Johnson & Johnson established relations with the Chicago Police, the FBI, and the Food and Drug Administration.

WHAT DID JOHNSONS AND JOHNSONS DO

PHASE TWO:
The company unleashed a extensive marketing and promotional program Tylenol capsules were reintroduced baring a new triple-seal tamper-packing To advocate the use of Tylenol McNeil Consumer Products provided $2.50-off coupons that were good towards the purchase of any Tylenol product. 2250 sales people were asked by Johnson & Johnson to make presentations to people in the medical community.

Five Influencing Factors

Support & commitment from

supervisors & management Workplace policies friendly to program goals & objectives Workplace culture which values health Program marketing efforts that reach, preach, teach & influence Programs designed & owned by real people

PUBLIC RELATIONS DECISIONS

Johnson & Johnson top management turned to their credo for help
Outlined the company's responsibilities to: "consumers and medical

professionals using its products, employees, the communities where its people work and live, and its stockholders."
The company took the decision to cooperate fully with all types of news

media.
Created a public relations program that both protected the public

interest and was given full support by media institutions

IMPACT OF THE PR ACTIVITIES

The company won praise for its quick and appropriate action Within five months of the disaster, the company had recovered 70% of its market share for the drug

Six Strategic Platforms

Effectively manage program cycle Recognize importance of relationships Increase proportion of activities that affect
program infrastructure Create environment to support individuals & groups Create empowering opportunities Create many program opportunities

 Earthquake in Pakistan
Hurricane Katrina HIV/AIDS International Disaster Relief

Organization Mumbai Floods

SOCIAL RESPONSIBILITY

The Johnson & Johnson Family of Companies has a long-standing

commitment to the health care community.

A shortfall of nearly half a million registered nurses as well as a serious

shortage of nursing educators over the next decade threatens to disrupt both the quality and availability of health care services.
To address the nursing shortage, J&J have developed a nationwide

campaign in support of the nursing profession.

Thus, J&J is contributing to the cause by following its credo.

CONCLUSION

They acted quickly, with complete openness about what had happened. They then sought to ensure that necessary measures were taken. They showed themselves to be prepared to bear the short term cost in

the name of consumer safety.

Final Note:
An organizations reputation is critical to the strength of its relationships with stakeholders and Public Relations is one of the most effective MC functions to build and maintain it

PR

Thank You
Ankit Agarwal 121
Akshay Vasudeva 123 Ayushman 125

Ekta Jaisingh 134

Sharique Zaheer 155 Palak Agrawal 174