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Effective Public Relation

Jonas
Personal project: written. Find a communication campaign. Exactly 2 pages. Be
original. 1st of March. No advertisement campaign.
Livre de Vernet (rien voir avec le public)

Le guide de la communication Jean-Claude Martin collection Marabout,


ISBN 978-2-501-03229-2

Les contes d'un psychiatre ordinaire Franois Lelord

04/01/10
= COMMUNICATION
Understanding who the public is is essential. For large corporation = stakeholders
(customers, employee, shareholders, press, politician, factories )
The timeline is important:
Sales: today
Marketing: today & tomorrow
PR: Tomorrow & the day after
PR is not sales, not marketing, not publicity, not advertising, not press agentry,
not public affairs, not lobbying, not investor relations (just a part of PR)
Line & staff functions
The bigger is the company, the more specialized are the people working.
Ex. Type of the public
A Ham factory in Girona
Turnover: 10 million EUR
Employees: 50
Employees, customers (private & supermarket), public authorities, (investors like
banks) general public, partners/suppliers, press (local, industry), local community
B Winemaker in Penedes (Torres)
Turnover: 400 mil EUR
Employees: 200
Investors (banks), customers, general
specialized, wine), local community
C Charity in Raval

public,

employees,

press

(local,

T: 300 000 EUR


Emp: 5 full time / 20 volunteers
general public, employees, politician, press, local community, donors,
D ABB (energy) in Switzerland
Turnover: 30 billion EUR
Employees: 25.000
Stakeholders, Investors, customers (governments & public), general public,
employees, press, politicians, suppliers, factories, financial regulation, partners
11/01/11
Professionalism & Ethics
Tell the truth. Communication is important.
Looking at the 5 worst scenario and know how to deal with them in case it
happens is important, so to be prepared. Anticipating public reaction and
eliminate practice that can hurt the company is essential.
Legal consideration
Freedom of speech and freedom of press (decide whether publish or not. You
cannot force anyone to publish sth)
Copyright, reproduction, distribution, adaptation, performance and display right
(painting-> exhibition)
Trademark
Lobbying
Investor relations/Financial public relation
The system perspective
Open system: companies goes forward by bringing new ideas and always
listening to their public.
Problem 5
There is a legal aspect: you have to inform everything that influences the stocks.
1st meeting: Union, company and the board -> deal (must be communicate,
because its financial information)
2nd inform the employee to avoid rumors and press release
3rd shareholders meeting

Commitment to social responsibility


Greenwashing: difference between the environmental image y the actions done
by a company.
1.
Yes, because it is in the values of the company. Then because it would avoid the
problems they had.
2.
No, because low wages is still perceived as negative and will give a bad image.
3.
It forced them to react in some ways.
4.
It is mainly a public relation problem, because before it came to the media, there
was no problem for the company at all.
18/01/11
Nike
Nike didnt make through with a message. If you sell your being socially
responsible, then you should act as it. If not, youre an easy target. If youre small
or middle company and youre not selling yourself being responsible, therell be
no issue.
There 2 parts: the sales and the image of the company (employees tend to stay
in companies with good images). So they have responsibility, because it can
affect your bottom line.
(They could also have problem with sponsoring, like Bara, which are high
standard, too)
The argument is not acceptable, at least this way. Again: a problem of image.
3. Very difficult to turn around a negative perception of the company.
4. Both. Financial decision turns in PR problem.
Lesson 3
Understand your public. Good communicator=good listener. => Strong corporate
values (the whole organization should know and identify about them).

Asymmetrical: us & them (we are right and we dont care about the other)
All these aspects look very obvious, but in practice, they are not so easy to
implement.
Communication has to be two ways.
Mission statement is an excellent tool if it means something.
Controlled media: adds, website
After 2, you wont have journalist, because the news should then be written for
the next day.
25/01/11
Case study: Investing in employee pays off
Organizational plan for the company is priority number one to employees: job
securities, their future.
Communication with your employee is essential, as theyll be focus on their work,
knowing that theres a plan for the future.
They also will make a good publicity of the company when leaving it.
1)

2)
The same. Losing the market share.
3)
They have branded themselves has being socially responsible, so it will ruin their
reputation. Here the reputation was improved.
People make the company, so its important to have a big pool of people wanting
to work for your company, as youll be able to choose the best one.
5) Continue sharing information. Communication is very important, no problem to
repeat the thing.
6) the time of reaction would have been bigger. They would have been more
profit focus. Having a crisis plan to be able to solve the issue -> the persons who
should be there and being able to have fast information.

Management process.
Feedbacks are very important.
Research (determining trends) 3 channels
Listen (the most important part)
Honesty & communication in the company
Opinion leader/Advisory board -> want feedbacks
01/02/11
Management process B
Ex. Violencia machista
With a good brand value you can do everything (->Virgin)
Be focused on the long run
(-> good reputation)
Strategy is done by tactics.
Ex: the drink & drive (-> on the long run, about 30 years in Sweden)
What are your public, what are your targets are very central question.
Crisis management -> knowing the cost (ex: sexual harassment)

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