Company Image & Reality

-D A V I D B E R N S T E I N
PRESENTED TO P R O F. R L R A I N A PRESENTED BY GROUP 3, SECTION F AV I N A S H M A D H AVA N - P G P 2 6 3 3 1 DINESH NUTHETI -PGP26339 JEEVITHA -PGP26345 V I J A Y Y A DAV - P G P 2 6 3 8 1 VINEET SINGH -PGP26383 VISHAL KHANDEWAL -PGP26384 V IS H N UVA R D HA N J -PGP26386

Introduction
y David Bernstein ± Chairman of µCreative Business¶ y What is in it for you? y Model of the Book  Need for communication  Lack of genuine communication  Integration  Crisis Management

Corporate Communication y Performance Vs Image y Aspects ±  Coordination  Importance  Vis-à-vis y Non-communication y Impressions µHalo Effect¶ .

Model of Communication Informal Messages ‡Personality ‡Identity ‡Image ‡Thoughts ‡Impressions Noise Transmitter Encoder Decoder Receiver Feedback .

. y Image is ³how it is seen´.Personality ± Identity and Image y Personality is ³what it is´. y Identity is ³what it wants to show´.

Personality y Who are you ??? y Chinese Portrait ± Analogy game Or Ed Edd & Eddy Batman .

Identity y 3 concepts to marketing identity ±  Consistency Individuality A Sign ± Branding an Advertisement   .

Identity Failing to brand = Writing letter without Signature .

Identity Unique??? Motto??? .

Conveying Philosophy the right way Need for Philosophy : To convey points ( to inspire staff. Message should be specific rather than general and concrete rather than abstract. set personal goals.) Need for a short message arises to deliver the right piece of information. The only way to communicate with a company¶s external audience. . unite separate and disparate components etc.

y Employees are spokesperson for the company. y Company can learn from this and use it for external communication. Living Advertisements. y It leads to better performance .Internal Communication y An area that has not been given enough importance. greater trust and job satisfaction. .

External Audience The Trade Local Public Customers Influential Groups Company Financial Govt. General Public The Media .

Channels of Communication Advertising Product Permanent Media Correspondence Company Point of Sale Literature Impersonal Presentation Public Relations Personal Presentation .

Channels and audiences overlap. Industry and country of origin can effect the image and hence the communication .Wheel of Communication y Hub y y y y y y Company Rim Audience 9 channels of communication 81 combinations of medium and audience Communication is not discrete messages to discrete audiences.

Influential Groups Advertising Local Permanent Media Industry Trade Point of Sale In te rn al Literature Product Go ve rn m en t Correspondence Company General Public Impersonal Presentation Country of origin Personal Presentation Public Relations Media Customers Financial .

Media relations y Editorial and advertisement are the two sides of y y y y same coin Company¶s view may be different from media which may lead to misreporting Communication director should be efficient enough to edit news letters without misreporting Corporate advertising-most important means of communication Corporate image built by deeds and not only by words and graphics .

not a magic token or a philosopher¶s stone.Corporate identity y Corporate identity ± visual cue by which public y y y y recognises the company Logo. It will not change the image of the company overnight Identity change must say more about the company than the fact that its identity has changed Corporate communication programme shows a company to itself Corporate communication is both a management as well a marketing tool .

interests etc y Broad Categories of Advertising  Product Advertising.create favorable attitude Ù To educate the nine audiences about policies.aimed at increasing the sales of one product/brand/service  Corporate Advertising-aimed at increasing sales of whole range of products/brands/services.Corporate Advertising y What is corporate advertising?  Objectives Ù Promote identity. y Product advertising Corporate Image . impress public .

.Corporate Advertising y Strategies  Corporate advertiser must think of itself and its public as people in dialogue  Familiarity breeds favourability  Humor y Challenges  Lack of identity  Difficult to arrive at a single minded proposition as company is too diverse and audience too is diverse.

Research y Why research  Need to know the image of company in public  Decide the need for corporate advertising  Decide the effectiveness of a advertising strategy  To give quantified evidence y Research ± the how  Surveys  Comparison made with other companies  Opinion research ± measure strength of image  Focus Groups .

y These crisis are meat and drink for the media.Crisis Management y Nothing Tests a Company like a crisis. y One bad stories will be remembered while 100 goods stories forgotten. y Either Corporate relations stands up gets counted or discounted. .

candor. y Concern of radiation induced health effects but no unusual health trend in the area for next 18 years.Real Examples of Crisis Mgmt y J&J Case y 7 people died in Chicago after swallowing Tylenol Capsules(Caused $450m loss in sales) y Working group formed which contained president and other four top Executive. action and initiative y Three Mile Accident Case y TMI-2 Reactor destroyed and caused radioactive gas release in atmosphere. y The Nuclear Regulatory commission and other officials resorted to abstract words which led to conflicting information and public fear. . y Followed Four principles for dealing with emergencies: Preparation.

Confusion and fear amongst Public at Three miles Island .

Guidelines to Crisis Management y Take the Initiative y Treat Media with Respect y Speak the truth do not speculate y Keep Communication simple and specific y Think in terms of People y Follow up .

Summary y Focus on both obvious and neglected aspects y Practical model and illustrations y Critical Review .