...........................10 EVALUATION..................2 TABLE OF CONTENTS PUBLIC RELATIONS NOTES.........................14 CORPORATIONS............................................... 2002-2003 ......................8 CRISIS MANAGEMENT..................7 COMMUNICATION............................................................................................................................Rodopoulos ...............................16 THE BUSINESS – MEDIA RELATIONSHIP.......13 THE AUDIENCE AND HOW TO REACH IT.....................................................................17 P..........................................11 PUBLIC OPINION AND PERSUASION....................................3 PROGRAM PLANNING................................................................................................................................................R... notes by E............................................................................................................................A..............1 MARKETING VIEW OF PR.............

5. 5.4.4. 2. Choosing the PR messages and vehicles 6. News 5.A.3.4.Build awareness 6. Build up interest in a product category 3.2. Corporate communications 1. Speeches 5.4. P. Written material 5.1. As other promotional activities are more costly ( advertising) PR is becoming a better tool 5.Create news than finding news 6. Build the corporate image in a way that projects favorably on its products. notes by E.3.2.5. Counseling 2. Assist in repositiotioning a mature product 3. in contrast with marketers .2. Public service activities 5.Stimulate the sales force and dealers 6. PR supports marketing objectives.1. can contribute to the following tasks 3.R.Rodopoulos . PR practitioners .3 MARKETING VIEW OF PR.R.R.2.5. 2002-2003 . Telephone information services 6. Influence specific target groups for the whole company /organization . Major tools in P.2.Build credibility 6. 4. Lobbying 1. The major Decisions in marketing PR are 6. Events 5. Defend products that have encountered public problems 3.1. 1. activity Deliberate Planned Performance Public interest Two-way communication Management function Research Action Communication Evaluation Counseling Research Media relations Publicity Employee /member relations Community relations PR process Components of PR 1.1.Sales and profit contribution PR definitions PR is the deliberate. Corporate identity media 5.3. planned and sustained effort to establish and maintain mutual understanding between an organization and its publics The key words to remember for P. Implementing the marketing PR plan 6.Hold down promotional costs 6.3.6. Tools for PR ( marketing view) are 1.2. 3.1. Audio-Visual material 5.4.Create events 6.1.6.Awareness/comprehension/attitude change 6.7.3. Press relations 1. Assist in the launch of new products 3. Establishing Marketing Objectives is a promotional tool .3. 6.2. The marketing oriented P. 4.8.1. 3.Exposures 6. Evaluating the PR results 6. P.

2002-2003 . 15. notes by E.A. we study Press agentry It is an extension of the activities of those who. 11.Rodopoulos . in ancient civilizations . Public affair Government affair Issues management Financial relations Industry relations Development /Fund raising Multicultural relations/ workplace diversity Special events Marketing communications Is PR the same with journalism Scope Objectives Audiences Channels Is PR the same with advertising Evolution of PR Advertising works with mass media outlets vs PR relies on all communications tools Advertising is a specialized communication function vs PR having broader scope The idea of using all form of human communication – drama and stotytelling among them – to influence the behaviour of other people. promoted athletic events . 8. just or unjust. Three types of practitioners Absolutist Existentialist Situationalist P. 9.R. 14. fair or unfair . Evolving functions for understanding what PR is today .4 7. 10. 13. built an aura of myth around emperors and heroes Publicity Consisting mainly of the issuing of news releases to the media about the activities of an organization or individual Counseling Four models of PR Press agentry /publicity source- receiver Public information source- receiver Two way asymmetric source  receiver with feedback Two way symmetric group group with feedback Why PR is growing PR is cost efficient PR has won over management The penalties of poor PR are viewed each night on the 8:30 news PR is no longer measured by the ink and /or time PR is becoming more specialized PR tools are becoming more complex Markets are going international – glabalization Principles of PR management Tell the truth Prove it with action Listen to the customer Manage for tomorrow Conduct PR as if the whole organization depends on it Remain calm. 12. patioent and good – humored What is ethics Ethics refers to the value system by which a person determines what is right or wrong.

2002-2003 . effective solutions) Instinct for persuasion Those who plan careers in PR should have Written skills Research ability Planning expertise Problem solving ability NOTE some companies use a triangle concept . Expertise required in a PR Dept. employer 3. In small organizations feels few public pressures and little government regulatory interest . shareholders and employees forming the three sides. professional organization’s code of ethics 4. Ability to make compelling and polished presentations Professional support services Organizations and societies Internships ( working along studying) Public Relations Department and Firms Importance of organizational structure depends on The type of organization Perception of management Capabilities of PR personnel Eg1 In Big multinationals ( classified as mixed/mechanical) the autority and power of PR depts are high .A. personal values and norms Personal assessment in PR Some years before a good PR has to go through journalism.The management goal is to keep the sides of the triangle in balance satisfying all of the three. Strategic and operational management knowlwdge Develop strategies for solving problems Develop goals and objectives for department Propose budgets Manage people P.Rodopoulos . notes by E. sports. representing three basic elements in their business – customers .5 PR practioners have the added dilemma of making decisions that satisfy 1.R. Some CEO perceives PR as a journalistic function PR practitioners background if they know business etc. travel Government and military Education International PR Personal qualifications and attitudes Ability with words ( written and spoken) Analytical skills ( identify & define problems) Creative ability( develop fresh . Where a PR practitioner can work Corporations Non profit organizations Entertaiment. public interest 2.

6 Research knowledge Perform environmental scanning Determine public reactions to your organization Use research to segment publics Conduct evaluation research Negotiation knowledge Negotiate with activist publics Help management understood opinions of publics Use conflict resolution theories with publics Persuasion knowledge Persuade a public that your organization is right Use attitude theory in a campaign Get publics to behave as your organizations wants. set goals. etc in comparison with the staff that they suggest . advise) PR Firms Services Providers Executive speech training Research and evaluation Crisis communications Media analysis Community relations Events management Public affairs Brand and corporate reputation Financial relations As cost increase PR firms tend to be acquired by advertising firms keeping some times the NAME of the company.R. PR is a staff function ( difference between line and staff line managers can delegate authority . recommend . 2002-2003 .Rodopoulos .A. PROS and CONS of using a PR firm Advantages Objectivity Variety of skills and expertise Extensive resources Offices spread Special problems – solving Credibility Disadvantages Not thorough understanding of clients business or needs Lack of full time commitment Need for prolonged briefing period Resentment by internal staff ( they think that they are not able to assess a particular job) Need for strong direction by top management Need for full information and confidence Costs Fees and charges Basic hourly fee plus expenses Retainer fee Fixed project fee. notes by E. RESEARCH Questions to be asked P. As big advertising firms on their effort to vertically expand create and organize PR firms ACCOUNT SUPERVISORS – EXECUTIVES are the ones who take care of an account ie of a big company.

Should the organization do the research or hire an outside consultant 6. notes by E.HOW TO GET THERE.Rodopoulos . How soon are the results needed 8. How will the results of the research be used 4.A. What is the problem 2.7 1. Approaches to planning MBO Client/employer Objectives Audience ?publics Audience objectives Media channels Media channel objectives Sources and questions Communications strategies P. What specific public should be reached 5. How much will the research cost Using research Achieve credibility with management Define audiences and segment publics Formulate strategy Test messages Help management keep in touch Prevent crises Monitor the competition Sway public opinion Generate publicity Measure success Research techniques Organizational materials Library methods Online resources Online networks www content analysis interviewing focus groups copy testing scientific sampling Questionnaire design The problem of semantics Avoid biased wording Timing and context Political correctness The answer categories Questionnaire guidelines Ways of reaching respondents Mail questionnaires Telephone surveys Personal interviews Web -Piggyback survey ------------------------------------------------- Before any PR activity can be implemented . 2002-2003 .R. PROGRAM PLANNING WHERE WE ARE WHERE DO WE WANT TO GO . it is essential that considerable thought be given to what should be done and in what sequence to accomplish an organization’s objectives. How will the research data be analyzed reported or applied 7. What kind of information is needed 3.

The process is defined as five basic steps 1. The goals of the communication process are to inform . resolve issues e. 2. 3. The organization needs to conduct a specific one-time project 3. Strategic planning model Facts Category facts Product /service Issues Competitive facts Customer facts Goals Business objectives Role of PR Sources of new business Audience Target audiences Current mind-set Desired mind test Key message Elements of a program plan Situation Three kinds of situations often dictate the conduct of a PR program 1. Does it really address the situation? Is it realistic and achievable? Can success be measured in meaningful terms ? Two kinds of objectives 1. minimize surprises d. 2002-2003 . providing guidelines and themes for the overall program. For effective communication : 1.Rodopoulos . persuade. predict problems b. the process and the means by which objectives are achieved. 3.A. 4. What constitutes communication and how people receive messages How people process information and change their perceptions COMMUNICATION P. 2. anticipate threats c.8 Essence of the message Nonverbal support. 5. Informational 2. Issue identification Issue analysis Strategy options Action plan Evaluation Communication is the implementation of a decision. motivate or achieve mutual understanding.R. Tactics It describes the sequence of the activities that put the strategies into operation and help the achievement of stated objectives Timetable Timing of a campaign Scheduling of tactics Compiling a calendar Budget Evaluation Planning issues management 1. The organization must conduct a remedial program to overcome a problem or situation that negatively affec6ts the organization 2. notes by E. prevent crises. Issues management is a proactive and systematic approach to a. Motivational Audience It can be done through public segmentation for specific and well defined publics Strategy A strategy statement describes how an objective is to be achieved . 2. The organization wants to reinforce an ongoing effort to preserve reputation and public support Objectives A stated objective must answer 1.

the recipient wants to be entertained or alerted to opportunities that can fulfill individual needs People use mass media for such purposes as 1) Surveillance of the environment 2) Entertainment and diversion 3) Reinforcement of their opinion 4) Decision-making about a product or service. It must be coloured and the slogan to be easily processed.Y. Symbols are WORDS.Details will follow Understanding the message Communication can take place only if the sender and receiver have common understanding of the symbols being used. AKOYO or five senses model Another model in the communications process is the Five senses one or ( in Greek A. Thus the communicator has to make messages for fulfilling needs. 2002-2003 . 1) The message must be a) Appropriate b) Meaningful c) Memorable d) Understandable e) Believable 2) Objectives to the communicator a) Message exposure b) Accurate dissemination of the message c) Acceptance of the message d) Attitude change e) Change in overt behavior To be successful . It must have style and creativity. Αφή γεύση Ο=οσμή Hook model To catch the audience ‘s attention at the beginning of the message .Acronyms and slogans Avoid jargon Avoid clishes and hype words Avoid Euphemisms P.9 3. A PR perspective What kinds of media and communication tools are most appropriate for a particular message. As the audiences can be devided to PASSIVE and ACTIVE . It must be Remembered .social class regional differences.R.Rodopoulos . Writing for clarity Use symbols .A. It must get the audience’s Attention .The understanding of symbols is based on education. Receiving the message Three models of communication by Schramm 1) Early model 2) Shared experience 3) Continuous feedback FIG 8. a message must be Received by the intended individual or audience.It must be Believed. Failure to accomplish any of these means the entire message fails.1 PAGE 165 Pr insights page 166 Paying attention to the message Media uses and gratification model The communication process is interactive .O) Α= ακουστικοί Κ=κινησιακοί Ο=οπτικοί Υ=υφή. and thus the message has to be appropriate for gaining their attention . notes by E. the communicator wants to inform and even persuade.K. One way is to understand the mental state of the intended audience. It must be Acted Upon. Passive audiences pay some attention to a message just for entertainment reasons . nationality cultural background.O.

Entropy = the messages continually lose information as media channels and people process the information and pass it on to others. or the wealth or well-being of employees . Nike. or the public at large. high threat to important values and a short decision time 2.Some factors that affect the adoption process are 1) Relative advantage 2) Compatibility 3) Complexity 4) Traibility 5) Observability FIG 8. the community .10 Believing the message Avoid discriminatory language Do 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. An extraordinary event or series of events that adversely affects the integrity of the product . notes by E. 2002-2003 . Acting on the message The five stage adoption process 1) Awareness 2) Interest 3) Evaluation 4) Trial 5) Adoption Not any person passes through the five stages with a given idea . 2) Context of the message 3) Audience predispositions Remembering the message The messages are repeated extensively because 1) 2) 3) 4) Repetition Repetition Repetition Repetition is necessary reminds the audience helps the audience can lead to improved learning.the reputation or financial stability of the organization.A.R. Examples of crisis situations : Microsoft.Rodopoulos . How decisions are influenced What is crisis ? 1. 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 P.2 page 177 The time factor The time required to adopt a new idea or product. CRISIS MANAGEMENT It is the situation characterized by surprise.

corrective action and full apology Read the cases in the book Risk communication What is risk communication? Any verbal or written exchange that attempts to communicate information regarding risk to public health and safety and the environment.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. actively solicit and identify people’s concerns 3. risks voluntarily taken tend to be accepted better than those over which individuals have little or no control 2. understand the needs of the media 7. G. recognize the public as a legitimate partner in the process 4. anticipate and prepare for hostility 6.Rodopoulos .11 • • • Be accessible Monitor news coverage and telephone inquiries Communicate with key publics. 4. the more complex the situation . 2002-2003 . Britain Risk communicators identified some variables that affect public perception 1. It is a means for practitioners to offer accountability to clients and to themselves ____J.A. accommodative strategies when confronted with crisis Some variables that have to do with this theory are 1. How organizations handled a crisis Exxon used defensive startegy Intel used justification . address issues of concern 5. the severity of consequences affects risk perceptions Zoda’s suggestions on writing on risk com 1. Example the mad cows in G. notes by E. 3. begin early and initiate a dialogue with affected publics 2.Bissland P.R. 6. the higher the perception of risk 3. management’s moral conviction that the public is wrong moral neutrality when two contending publics want the organization to take sides on a policy issue legal constraints regulatory constraints prohibition by senior management against an accommodative stance possible conflict between departments of the organization on what strategies to adopt. be HONEST The purpose of evaluation EVALUATION It is the systematic assessment of a program and its results. How organizations respond to crises List of proposed strategies • Attack the accuser • Denial • Excuse • Justification • Ingratiation( persuasion) • Corrective action • Full apology Some times organizations do not adopt appropriate strategy due to some constrains. 5. perception of risk increases when the messages of experts conflict 5. 2. familiarity breeds confidence 4.

Advertising equivalency 4. 2002-2003 . 5.12 Objectives 1. Do not wait till the end of the program to determine what to evaluate Checklist for basic evaluation 1. photos letters and the like are produced. survey sampling. whether they have retained those messages.A. the second level measurement of audience awareness. 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. during and after PR campaign) MEASUREMENT OF AUDIENCE ACTION The tools of PR are a means not an end. feature stories. whether they understood the messages.Rodopoulos . 2. 8. Media impressions 2. MEASUREMENT OF AUDIENCE ATTITUDES It can be done via Baseline study. Hits on the net 3. Systematic tracking 5. Was the activity or program adequately planned? Did recipients of the message understand it? How could the program strategy have been more effective? Were all primary and secondary audiences reached? Was the desired organizational objective achieved? What unforeseen circumstances affected the success of the program or activity? Did the program or activity fall within the budget set for it? What steps can be taken to improve the success of similar future activities? Current status of measurement and evaluation Some techniques as computerized news-clips analysis. Requests and 800 # 6. 7. correlation with sales. comprehension and keeping in mind the message. 4.( measurement of audience attitude before. Cost per person 7. PR personnel and management should agree on the criteria that will be used to evaluate success in attaining objectives 2. Audience attendance MEASUREMENT OF AUDIENCE AWARENESS We have to measure whether target audience groups actually RECEIVED the messages directed to them . On the basic level there are compilations of message distribution and media placements. MEASUREMENT OF SUPPLEMENTAL ACTIVITIES 1) COMMUNICATION AUDITS a) Analysis of all communications activities b) Informal interviews with managerial personnel c) Informal interviews with community public 2) Pilot tests and split messages 3) Meeting and event attendance 4) Newsletter readership a) Content analysis b) Readership interest surveys c) Article recall d) Advisory boards P. MEASUREMENT OF MESSAGE EXPOSURE 1.opinions and behavior. whether they paid ATTENTION . 3. 6.R. measurement of changes in attitudes . notes by E. other way to see quntity and quality of releases. MEASUREMENT OF PRODUCTION Simply way to count how many news releases.

Change or neutralize hostile opinions Crystallize latent opinions and positive attitudes Conserve favorable opinions Audience analysis ____ beliefs . notes by E. Persuasion Aristotle mentioned ethos.O.trearments and even words to frame a story. 4. psychographics. Factors in persuasive communication P. 2. endorser’s action undercut the product or service. logical argument .Rodopoulos . sincerity. Events trigger public opinion Events can swing public opinion from one extreme to the other. 1. emotional appeal. The role of Mass media The information reaches the publics through media. themes . Source credibility ____ The three factors ( expertise . articles about a product etc. Examples can be the interviews after a soccer game .13 What is public opinion PUBLIC OPINION AND PERSUASION Public opinion is the sum of individual opinions on an issue affecting those individuals. 2. Public opinion is a collection of views held by persons interested in the subject. In the epicenter of action are opinion makers etc.R. Persuasion is used to 1. CEO etc) Informal opinion leaders ( role models. 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. Some researches have found that : 1. 3.pathos being translated to source credibility . 2. 2002-2003 . charisma). The multiple – step flow model__ can graphically illustrated by a series of concentric circles.A. attitudes . 3. Using celebrities appears to be problematic due to increasing number of endorsements can mix public who is doing what. it reacts to them. Framing Theory How the journalists select certain facts . Opinion is highly sensitive to events that have impact on the public ( as a whole or in segments) Public opinion does not anticipate events . Logos . overexpose of a celebrity . Opinion leaders as catalysts Types of leaders Formal opinion leaders( elected officials . 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. important persons) The flow of opinion Two step theory of communication __ P. Cultivation Theory The events are repacked and transformed to more logical and interesting things to readers. concerns . lifestyles .

In US two demographic groups deserve special attention 1. Propaganda Propaganda is the deliberate and systematic attempt to shape perceptions . 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. Statistics 3. 4. Surveys have do be done in order to identify attributes . Emotional appeals. 2. Content and Structure of message ___ Some techniques can be used to make messages more persuasive such as 1. Testimonials 6.14 3. 5. Radio’s greatest advantages are flexibility and ability to reach specific targets . 4.Rodopoulos . 2002-2003 . Senior – more than 65 years old with proven attributes  Long experience  Political oriented  Source of volunteers  Health conscious Ethnic groups In E U the problem with ONE market is more complicated than in US. Lack of message penetration Competing messages Self selection Self perception THE AUDIENCE AND HOW TO REACH IT The audience is a complex set of groups with diverse cultural. 6. TV has the strongest emotional impact of all media 3. Advertising and PR messages use some techniques such as : • • • • • • Plain folks Testimonial Bandwagon Card stacking Transfer Glittering generalities Persuasion and manipulation The effectiveness of persuasive techniques is not an exact science. others are not. lower cost. 3.( Maslow theory) Clarity of message ____ Messages have to be clear and understandable. 3. Surveys and polls 4.A. P. 4. 2. Appeal to self Interest ____ Publics become involved in issues or pay attention to messages that appeal to their psychic or economic needs. ethnic. The on line media used as supplemental method of reaching a gena\erally well educated . 8. notes by E. Print media are the most effective for delivering a message with details 2. Audience Participation ___ involvement and participation Suggestions for action ___ The people endorse an idea if they are accompanied by a proposed action from the sponsor. 7. relatively affluent audience. and economic attributes whose interests coincide at times and conflict at others. Matching Audience and media The public is increasingly visually oriented Fervent support is generated for single issues Heavy emphasis is placed on personality and celebrity Strong distrust of authority and suspicion of conspiracy exist.R. 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. Drama 2. religious. Characteristics of the audience 1. audience exposure 4. Examples 5. Mass media endorsements 7. manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandist. There are some limitations on effective persuasive messages such as: 1. 5. The international audience for public relations is expanding swiftly Some general guidelines exist for matching audience and media 1. Some segments are easily identifiable and reachable . Discuss the problem.

notes by E. PR opportunities in newspapers 1. Print media Newspapers Some points to be remembered about : 1. Newscasts Community calendars Actualities P.15 Media relations PR practitioners have to remember 1. A commercial institution 2. Articles are in more depth . 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 magazines Some 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 form The spoken and visual media Radio Sound and rock and roll Speed and mobility are making radio unique Urgent messages are on the air asap Loose program structure ( in comparison with TV) Radio goes everywhere Flexibility among listeners High technology is involved PR opportunities in Radio 1. 2002-2003 . Magazines They differ from newspapers in content.Rodopoulos . The journalists and editors are not aware of everything. 2. Newspapers some times create news and some times news happen. time frame and methods of operation. Editors must have background information before they publish their story 4. Material submission 2. Invitation to news conferences must be include facts sheet 3. that editors . 3.A.R. 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. The organization of newspapers Created events or news happen. color is used and sometimes are of different interest – in comparison with newspapers that deal with whole family-. reporters at all are :  Busy  Pride for making their own decisions  Editors and PR’s work together 2.

and for company’s survival lay-offs might be used and in some cases the new technology might annoy customers. with no social values. our first available officer will serve you soon ” The public perceptions CONSUMERISM The Latin presept caveat emptor – let the buyer beware is long gone. BUSINESS PUBLIC AFFAIRS Corporate citizenship is a basic tenet of business and industry for several reasons 1. Disc jockey shows 7. P. Video tapes for news shows 4. General interest films What to do  News release and story proposals  Video news  Program ideas MOTION pictures sponsored films The big business operations – multinational corporations. Economic – will it make a profit CORPORATIONS Human Factor A successful company must conduct relations with its employees with a responsible . However . acceptable quality on honest terms. Political – How do government regulations and other pressures affect the decision 2. Especially in case of massive lay-offs public criticism is getting hard to fight. Ralph Nader – a Washington lawyer – was one of the first consumerism activists. security and economic well being for its citizens. Many business executives have realized that to reduce government regulation they must take the initiative and voluntarily exercise a sense of social responsibility. cold. Consumerism is a significant and growing force in the conduct of business. Social – what is our responsibility to society 4. satellite tv Pr opportunities in TV 1. 2002-2003 .R.A. What can happen when business overlook the human factor ? The lesson is clear : before a company takes an action affecting the public . companssionate policy. the popular phrase THE FACELESS CORPORATION it is a cliché and it represents the public distrust over them. Technological – do we have engineering knowledge to complete the goal 3. its management should attempt to view the move through the eyes of others. sound and rock and roll Cable tv .Similarly if the company’s employees believe that management is treating them unfairly .Bigness brings remot6eness . control the employment of thousands of workers. One of the ways the consumers can react to a company is the boycott PRODUCT RECALLS Recalls of defective products from the purchasers are the most visible and frequently very expensive aspect of corporate relations with customers. General Electric Co. 3. Talk shows 5. conglomerates – affect the environment . Public thinks of big business as greedy . due to the advance of the technology . Community events 8. notes by E. Editorials 6.. ( example of the new telephone centers with the pre recorded voices “The lines are busy . 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. Guest appearances on news and talk shows 2.16 4. Corporate citizenship enhances a company’w reputation and its ability to market goods and services. of safe . Business are required to produce goods and services . and good terms of payments . 2. sees four factors that must be taken into consideration whenever a management decision is made : 1. Business and industrial leaders realize that they can survive and prosper only in a stable socity that provides safety . and have an impact on the financial and social well being of millions . Protest demonstrations 3. their work suffers and internal tensions develop.Rodopoulos . Public service announcements TV Color .

R. 2.Rodopoulos . notes by E. 5. Sexual harassment P. CORPORATE AID TO EDUCATION CORPORATE PHILANTHROPY School supports . 3. Present to the public the company’s environmental accomplishments Inform top management of the public’s perception and concerns about the company’s environmental record Conduct environmental cleanup campaigns within the company The green image One company’s program THE BUSINESS – MEDIA RELATIONSHIP Some times media inform the public in a way that will mislead the P. integrated marketing communications are often used. and/or the info is different that the one business has passed through or any other case you might think of. Financial analysts. marketing public relations. 2. Informations Bureus School Promotions Cause. Stockholdres 2. THE PUBLIC RELATIONS ROLE.A.related marketing Corporate sponsorships EMPLOYEE COMMUNICATIONS Health and social issues 1. CORPORATIONS AND THE ENVIRONMENT Public is more aware of the importance of environment. give some examples. 3. 1. Smoking 3. See the PR insights . Company financial contributions to community and national social programs and institutions are closely related to community relations.O. research support . Use of drugs 2.17 COMMUNITY RELATIONS Following the Think globally . 2002-2003 . 4. PR stand in the middle. 1. Product publicity product publicity is more effective than an expensive advertising campaign. marketing communication . FINANCIAL INFORMATION Two primary targets for a company’s financial information are 1. SENSITIVITY TO ETHNIC GROUPS MARKETING COMMUNICATIONS The terms . grants etc One good example of corporate public relations is the one of the Japanese firms working in the US. act locally business have to take care of the affairs with the community in which they work with.

2002-2003 .Rodopoulos . notes by E.R.18 P.A.

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