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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)
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,
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)