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pr to comm
preventing press from getting too close to mngment
-spinning off damaging news
protect from bad publicity
centralize
-consistence
-control overall comm activities
decentralize
-flexible in accomadating function needs
brands
-companys value can be resulted to their sucss in corp randing
-coca cola, strong brand name
-name change to signal identity change for better refelection of their releaties
identity management
csdddpli=Cynthia should do double dutch plus loop inside
conduct identity audit
-asess current reality(what r org current views)
-conduct in depth audit interviews
-review websites
set identity objectives
-clear goals
-explain how consistuench should react
develeop design and names
develop prototype
-using the sympbol and name
lsunch and comm
-press conference
implement program
-manual, to show staff how t use new identity
image
-how constituencies perceive based on all the msgs
-perception before we begin to interact w ith, read, heard
quick to judge, one negative comment
reputation
-build overtime
-good reputation attract and retain customers, loyalty in employess
corporate advertising
-paid use media that benefit the image of the corporation rather than a product of
service
-contributes to the reputation
-diff, marketing department=prod ads, paid out of its budgets
-corp ads=cc, comes our of that budgets sometimes paid by ceos off
corp ads
financial ads
advocacy ads
-to strengthen the image
-as company enter new business or merge they need to explain their vision and
make constituency understand the new org
-if an org identity is v diff from how it is externally, it can close the gap. Burberry print
campaign
-to differentiate themselves from rival, nitendo
financial
-to enhance image amonge investor community
-can stimulate interest strength of management
-influence decision
-corp advertising=significant positive results in stock prices
Advocacy
-to respond to external threats from gov or special interest group
-deal w controvercial subj and respond to those who challenge their status qua
seniors mngment must be courageous and not be afraid
-approach w extreme caution and full understanding of the consequences
Use c.a
To increase sales
Recruite and Retain employess
Create stronge reputation
Media realtions
Research
Respond
Prepare
Maintain
-need to understand investors concern and relay this infor to mngment to create a
understanding of what the market anticipates fro the company. If does not see, nee
to work w ir to craft comm plan. Iro need to help investors see their potential
reduce stock price volatility
institutionalize investor
bank, insurance company
has to give more detailed info
separate into two, port forlio turnover(h,m,l) and investment style(groth, value), to
know more better to comm,
individual
smaller acc size, generate lower trading vol, require diff type of info, can be
employees
reaching invi is more diff becaue harder to identify and numureos, direct mail,
advertising,
how to have successful ip
must ensure stock prices are app to comps earning, economy and industry outlook
limit stock price volatility
-through proper strategic plan and negation w major shareholder
understand current shareholder base
build and reconstructure shareholder base. Strategies and tools. Can initiate convo
bout strategies w liyal cus
provide feedback to management regarding concers. Must be knowledgeable
gov
lobbying
attempting to directly influence the actions of the gov through various combinations
of private conjolling, public action. Activities such as writing, editorial visits law
makers have positive affect on org
role of political
another method to get involve w gov. created by official commities for raising money
to support political campaigns