billy hung2015/6/231 dss 20007 community relations topic eight: advertisement and community...
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Billy Hung 112/04/18 1
DSS 20007 Community Relations
Topic Eight:Advertisement and Community Relations in Business Sector
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Advertising
Paid non-personal communication from an identified sponsor using media to persuade or influence audience
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Sales Promotion
Those marketing activities that add value to the product for a limited period of time to stimulate consumer purchasing and dealer effectiveness
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Objectives of P.R. Advertising
• Favorable image
• Correct misconceptions
• Inform government officials
• Goodwill of dealers
• Goodwill of employee
• Keep good suppliers
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• Arouse interest
• Goodwill of neighbors
• Inform and serve consumers
• Improve labor relations
• Render public services
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Cost per thousand (CPM)
The cost exposing each 1,000 members of the target audience to the advertising message
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7 Cs of P R Communication
• Credibility
• Context
• Content
• Clarity
• Continuity & Consistency
• Channel
• Capability of Audience
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Types of Advertising
• Brand
• Retail
• Political
• Directory
• Direct-Response
• Business-to-business
• Institutional
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Public Service Announcements
A type of P. R. advertising that deals with public welfare issues and is typically run free of charges
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Propaganda Analysis
• Ideology & Purpose
• Context
• Propagandist
• Organizational Structure
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• Target Audience
• Nature & Media Techniques
• Reaction of Audience
• Counter Propaganda
• Effects & Evaluation
Propaganda Analysis
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Special Techniques
• Resonance
• Source credibility
• Opinion leader
• Face-to-face
• Group norms
• Rewards
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Rogers' Theory (Diffusion of Innovation)
• Innovation
• Communication
• Channels
• Time
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Innovation is an idea, practice, or object that is perceived as new by an individual
Relative AdvantageCompatibilityComplexityCommunicability
TrialabilityObservability
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Time/ 5-steps Process
• Knowledge
• Persuasion
• Decision
• Implementation
• Confirmation
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5 Adapters
• Innovators
• Early Adapters
• Early Majority
• Late Majority
• Laggards
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Image Measurement
Beliefs, ideas and impressions that a person has of an object
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Methods of Image Measurement
• Familiarity – Favorability
• Semantic Differential
• Direct Attitude
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Favourable Unfavourable
Familiar Super-star Third-class rich actor
Unfamiliar
Professional actor New Actor
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高姓大名 : Qoo出自何處 : 某日現身森林.旋即被一對好心 夫婦帶走.收養為家中獨子身型係點 : 重大機密 !!今年貴庚 : 秘密.唔話俾你知 !!血型 : 不詳 ( 但佢既行為就似 B 型 )點先認到佢 : 淨係識嗌 Qoo .一飲 “ Qoo” . 面珠登就會紅晒有咩個性 : 鍾意扮野 ; 好動.鍾意四周圍攪 攪震.少少論盡.想做就去做. 所以有時會攪左好多麻煩出黎 : 有些小自戀.亦會有脆弱既時候 唔好睇佢外表簡單.但其實好有 內涵架 技能 : 撐艇仔. 滑板車.跳舞鐘意 D 咩 : 沖涼.曬太陽.飲好味既飲品 ( 最 鐘意就係飲 Qoo) .同 D 年青人玩 埋一堆.鐘意周圍去 ( 由日本出 發去過韓國同新加坡.成日都想 去香港 )
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Principal Media - I
• Television
• Radio
• Magazines
• Newspapers
• Direct mail
• Poster
• Pamphlets and booklets
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Principal Media - II
• Banners
• E-communication
• Home-pages, e-mails, e-banners
• Public Relations: Press Release, News Conference, VIP visits and celebrities, Familiarization Tour, Formal briefings, Media kit
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Donation to Community Chest
• HK Bank• Cheung Kong
• Fong Yun-wah• 何伯• CitiBank• 黎明• McDonald• 何鴻燊
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Reasons for Sponsorship• Image
• Identity
• Name Familiarization
• Goodwill
• Understanding
• Dealer Relations
• Media Interest
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Considerations for Sponsorship
• Commercial
• Exchange for Autonomy
• Media Coverage
• Cost
• Various Expectations
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Media for Consumer Relations
• Oral
• Audio-visual
• Printed
• Special Event
• Others.
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Employee Communication
• The most valuable and important resource within an organization is its employees.
• Employees are not one large homogenous group but are made up of subgroups with different interests, wants, issues and concerns.
• In order to reach each subgroup, publics must be targeted and content related to specific needs, utilizing appropriate communication tools.
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Employee Communication aims to:
• Be continuous, respectful, and candid to all employees
• Be developed within a planned framework and encourage participation consistent with the organization’s mission and philosophy
• Inspire an open environment that is interactive, promotes shared meaning, and encourages diverse viewpoints
• Reinforce the organization’s ethical stance
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Employees want:
• Truthful information, especially in person
• To know how they’re doing– Trust increases if management communicates
early and frequently– Shares both good and bad news– Involve employees actively, seeking opinions
and ideas
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Employee Communication Strategies
Development of a plan to enhance credibility, candor, and trust must be the primary objective and should include the following five elements:
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Strategic Communication Elements1. Survey employees attitudes regularly
2. Be consistent
3. Personalize communications
4. Be candid
5. Be innovative
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Employee Communication Tactics
• Formal Communication Paths
• Online Communications
• Intranet
• Print Publications
• Desktop Publishing
• Employee Annual Reports
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Employee Communication Tactics
• Bulletin Boards
• Suggestion Box/Town Hall Meetings
• Internal Video
• Face-to-Face Supervisory Meetings
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Timely and valuable communications that gain and maintain shareholder support
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Investor Relations is aimed at:
• Helping the firm’s securities reach their market price. IR professionals encourage stockholders to buy and hold company shares and persuade Wall Street financial analysts and institutions to take an interest.
• Shareholders are necessary to support management’s objectives.
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The Investor Relations Professional seeks to:
• Win shareholder support through timely and valuable communications
• Serve as their link to the organization
• Provide information according to Hong Kong Exchanges and Clearing Limited regulations
• Uphold ethical and professional guidelines
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Materiality
• Materiality refers to corporate decisions that cause an investor to buy, sell, or hold company stock.
• Companies must disclose information that is considered to be material.
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Examples of Material
• Proposed mergers or acquisitions• Change in dividend policy, capital investments• Determination of earnings• Acquisition or loss of significant business contract• Major management changes• Purchase or sale of significant assets• Major discoveries or inventions• Marketing new products
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Investor Relations Activities
• Corporate Investor Relations Professionals would prepare:– Annual Reports– Quarterly reports– Annual meetings– Conference calls– Media calls and monitoring– Proxy mailings
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Investor Relations Professionals
• Deal with the stock market analyst– Analysts are responsible for determining the
value of stock based on its current value in the market and their expectations of the company’s future earnings per share.
– There are two types of analysts: sell side and buy side analysts
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Analysts Breakdown
• Sell-side analysts research stocks and attempt to predict future earnings and place recommendations on each stock to buy, sell, or hold.
• Buy-side analysts work for large institutional firms, such as mutual funds, investment advisers, family trusts, and pension funds. They find stocks and their institutions can purchase them and make a profit.
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Internet Investor Relations
Organizations today use the Internet to reach investors. They must provide information to the investors that is honest and trustworthy.
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Internet Communications:
• Homepage providing information• Web site serves as a service to new, as well as
seasoned, investors and attracts potential investors• Information can be controlled through an
integrated site rather than distributed randomly• Investments can be done online and investors can
research investments on the Internet
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Key Words
• Advertisement
• Sales promotion
• Propaganda analysis
• Diffusion of Innovation
• Immage Measurement
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• Target audience
• Consumer behavior
• Employee relations
• Social responsibility
• Autonomy