corporate image management through public relation
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CORPORATE IMAGE
MANAGEMENT THROUGH PUBLIC
RELATION
Dissertation submitted to the Department of Journalism &
Mass Communication, Baba Saheb Bhim Rao Ambedkar
University, in Partial Fulfillment for the award of
Master of Journalism& Mass Communication
Supervisor Researcher
Apoorv Mishra
Department of Journalism & Mass Communication
Baba Saheb Bhim Rao Ambdedkar University2012-13
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Content
Acknowledgement
3
Preface
4-5
Introduction
Historical background of public relation strategies
Oral history by
Levi Strauss.
Louis Martini Winery
DIVERSIONARY RESPONSEPR STRATEGIES
Concession.
Relabelling.
Dissociation.
Ingratiation.
CREATIVE PR STRATEGIES
finders keepers
Netting resumes
Bloggers grown wings
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Exchange for shelf-space
All apologies
All aboard
DEFENSIVE PR STRATGIES
Example of PR strategy
BRAND REVATIZATION PR STRATGIES
Example of Brand Revitalization strategy
PROMOTIONAL TOOL MIX PR STRATGIES-
5 NEW TRENDY PR STRATESIES
Guerrilla marketing
Social media integration
internet and sharing.
Media relation
CelebrityAmbassadors
SURVEYS
INTERVIEW
An interview with Jerre Stead, EXCEL award recipient
Communication World, June-July, 1995.
CONCLUSION
BIBLIOGRAPHY
ANNEXURE
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Acknowledgement
This text is compilation of definition of public relation ,importance of public relation in different sectors of market ,
how these sectors make various strategies , what are their
aim and final objective. Also containing historical back
ground, brief introduction of topic Public Relation is in take
off stage. A few general topics of the subject have been also
dealt with. The text has been written in simple graspablelanguage & profusely illustrated with some datas.
In the last but not the least, I wish to express my deep sense
of gratitude & indebtedness to those who helped me directly
or indirectly during the preparation of the manuscript of this
text. It couldnt have been possible for me to execute this
work had I not been supported by a number of people. Im
really grateful to My Faculty of Department of Journalism &
Mass Communication.
Thanking
you,
Apoorv Mishra
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Preface
As we know Public relation is all about following points-
The promotion of rapport and goodwill between an
organization and its special publics or the community at
large.
The planned effort to influence opinion through good
character and responsible performance, based upon
mutually satisfactory two-way communication.
Communication to help an organization and its publics adapt
to each other.
The art of reputation management.
I HAVE CHOOSEN THIS TOPIC BECAUSE
To do a Master of Journalism and Mass Communication was my
area of interest and career. This topic is the heart and soul of my
visionary dream. Provide me all basic and necessary information
on how to enter this field and with what essential qualities. I have
leaned valuable fundas and now my points of view in this field are
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like these. Engaging in public relations everyday. I started to
observe following points.
How you act in public.
How you interact with others
How you carry yourself
Your appearance
Your off-campus activities
What you do now
From those goals begin to form a plan of action
Research
Objective
Obstacles
Strategy
Results
Set a time table for your program and then work backwards to set
a timeline for deadlines.Make sure the program carries through the
fraternities established themes, taglines, logos, etc.I hope this
dissertation would be useful in understanding in different
types of PR strategy.
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Introduction
Public Relations in India is still at a stage where it is striving
towards setting consistency and standardization. To be at par with
international standards and to instill an element of credibility , the
industry has to first of all create a talent pool which is professional,
highly-skilled . Its the quality of professionals that defines the
representation and face-value of maturity, articulation, and above
all- the ability to disseminate well-crafted messages within
permissible turn-around period. More than the question of what to
communicate, its the matter of whom to target that young
industry shotguns fail to hit upon. Newsworthiness is a point that
is harped upon while selling content to media. Now, this is
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something that has always been a bone of contention amongst
publicists and the media alike. This is precisely where strategic
media targeting comes into play. Defending commercial interest,
and yet gaining news-value is the state of optimal equilibrium.
After all, we are in the business of creating
perceptions. Once we do our ground-work well, apprehensions
and prejudiced opinion against the profession can be controlled.
There are some ways by which we can create a new identity for
PR-
Knowledge forums - There are very few PR specific
seminars/workshops where people can get hands-on knowledge
about the industry and trends. In these seminars, we can invite
corporate heads, corporate communication heads, marketing
heads and also students of various PR institutes.
PR magazine/newsletter - This may talk about the industry and its
trends and will be targeted at above-mentioned people. There
could be an electronic version also which could be easily sent out
to the people.
PR agency consortium - There should be various consortium PR
agencies which would work towards protecting the interests of the
industry.
PR awards we have awards for all almost every industry/sector
but not for PR. Western countries give awards for innovative
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campaigns executed by various agencies. We can create a similar
model here to acknowledge and reward innovative work
undertaken by agencies.
History and background of Public
Relation for Corporate Image
Building through public relationPublic relation (PR) is the practice of managing
communication between an organization and its publics. Public
relations gains an organization or individual exposure to their
audiences using topics of public interest and news items that
provide a third-party endorsement and do not direct payment.
Common activities include speaking at conferences, working with
the media, crisis communications, social media engagement, and
employee communication. It is something that is not tangible; this
is what sets it apart from advertising.
PR can be used to build rapport with employees, customers,
investors, voters, or the general public. Almost any organization
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http://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Publichttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Audiencehttp://en.wikipedia.org/wiki/Topicshttp://en.wikipedia.org/wiki/Publichttp://en.wikipedia.org/wiki/Newshttp://en.wikipedia.org/wiki/Paymenthttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Employeeshttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Investorshttp://en.wikipedia.org/wiki/Votershttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Publichttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Audiencehttp://en.wikipedia.org/wiki/Topicshttp://en.wikipedia.org/wiki/Publichttp://en.wikipedia.org/wiki/Newshttp://en.wikipedia.org/wiki/Paymenthttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Employeeshttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Investorshttp://en.wikipedia.org/wiki/Voters -
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that has a stake in how it is portrayed in the public arena employs
some level of public relations. There are a number of related
disciplines falling under the banner ofCorporate Communications,
such as Analyst Relations, Media Relations, Investor Relations,
Internal Communications and Labor Relations. PR professionals
focus on building relationships that help to establish rapport with
publics. Public Relations professionals must know how to write
clearly, speak clearly, and think analytically. These skills are
necessary because in the field of PR there is constant
communication between professionals and their publics. PR
professionals also have to think critically so that they can come up
with resolutions to problems their clients may face .There are
many areas of public relations, but the most recognized are
financial public relations, product public relations, and crisis public
relations.
Financial public relations - providing information mainly to
business reporters.
Product public relations - gaining publicity for a particular
product or service (rather than using advertising).
Crisis public relations - responding to negative accusations
or information.
Oral histories: the most overlooked public relations tool
Written histories are widely recognized as integral parts of
corporate culture. But, as Levi Strauss, the Louis Martini Winery
and other companies are discovering, oral histories also can be
valuable public relations, advertising and marketing strategies
because they represent "the life of the company."
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How do you create an oral history?
Willa Baum, the director of the Regional Oral History Office at the
University of California, Berkeley, has this advice on starting anoral history: "You start with who's alive and has a good memory,
and then expand out." Expanding out entails analyzing the
organization's structure and attempting to characterize that through
narratives with long-standing workers representing the various
divisions. These will be short interviews, one to two hours, but,
nevertheless, of great value to the history as a whole.
"You want to have people who represent the workers and can talk
about the progression and changes in the organization from their
perspective," says Baum. "The fact that a business thinks enough
of a worker's contributions to record them and use them as a guide
is a matter of pride for the workers and a matter of strength for the
institution. With Levi Strauss we were able to interview the leaders.
We wanted to do the oldest members of the work force - laborers
and floor ladies - but we lacked funding. We have 19 oral histories
from Kaiser Permanente, but that still only covers the leaders. No
nurses. No staff. Ah, nothing we've ever done has been ideal, but it
has been ideal in terms of available resources and funding."
Levi Strauss
Levi Strauss & Co., San Francisco, draws on its oral history by
using quotes from Walter Hauss, Sr., an early president and
chairman of the board, in its brochures, press packets and annual
reports. The company also makes references to its oral history
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through in-house newsletters, linking historic corporate
responsibility and personnel policies with present day policies.
The Louis Martini Winery
Taking quotes from the oral history to use as public relations,
advertising, and marketing tool personalizes a company's products
and services. The Louis Martini Winery, St. Helena, Calif., uses
quotations from Founder Louis Martini Sr. as oral history in its
advertising and press kits.
"The quotes show it's an old, traditional family business," says
Lorna Impel, the company's public relations director. "It helps in
our advertising because the winery's heritage and history is what
the company is all about; it's one of the few family-owned and
operated wineries left, now being run by the third generation. The
quotes in our advertising point out to the consumer the quality of
our wine."Companies also use oral history quotes for product
displays, exhibits and even theater. The Louis Martini Winery
enacted a play of the first vintners' gathering at the Napa Valley
Wine Auction. The material came directly from the oral history.
The possibilities are endless
The creative marketing mind immediately grasps the possibilities if
historic and in-depth interviews with people from all divisions of an
organization become available. These quotes and sound bites give
the advertising and public relations departments material to work
with that has an original feel and texture.
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Oral histories prove to be invaluable management
tools as well. They not only cover the chronological account of the
organization, but also the social history as well. Consequently,
they are important research sources, especially in making
decisions regarding the future of the company. Future leaders will
be able to go back and find out what really happened 30 years ago
in any given department, or what actually occurred during a major
change. Accordingly, it is of extreme value that the true stories be
obtained in the interviews. Frank talk and blunt observations are
key elements of the oral history. To guarantee that, all
interviewees should be made aware that sealing a portion of an
interview for a select number of years is an option.Many
businesses end up donating their oral histories to archives such as
a university library, a business library, or state, county or city
historical society. The University of California concentrates on
family businesses and now possesses oral histories from LeviStrauss & Company, the DeDominico Family, Kaiser Permanente
and several wineries and mining companies.
These histories are made available to the public as a research and
teaching tool. According to Baum, business students want to know
what steps taken by the companies proved fruitful and what steps
failed. This kind of study is on the increase; consequently these
oral histories are in demand. This matches the Regional Oral
History Office's original goal to have these histories available for
scholarly research; graduate students could base their
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DIVERSIONARY RESPONSEPR
STRATEGIES
Many kind of Diversionary response strategies are open to
communication planners .These strategies aims at shifting the
gaze of public from the problem associated with the organization.
These are basically of four types
1. Concession
2. Relabelling
3. Ingratiation
4. Disassociation
Concession:-
by this organization tries to rebuild with its public by offering them,
of what they are expecting. For e.g. objection was made to anadvertising of car company [1998], parodying Leonardo Da Vinci
s The last supper with caption- my friends ,let us rejoice,
because anew golf is born.
For this, Volkswagen the France car company and
advertising agency offered a major financial contribution to the
religious charity group, protesters .This value of concession was
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appreciated, recognized by both. [Offended public and Car
Company].
Ingratiation:-
is a tactic in which there is an attempt by individuals to increase
their attractiveness and upward influence in the eyes of other
organizational members(management). Four common tactics of
ingratiation are identified: other enhancement, rendering favors,
opinion conformity and self presentation. Suggests that ingratiation
is influenced by individual variables such as: Machiavellianism,
locus of control and work task uniqueness.Furthermore, situational
variables affect this political behavior. There were mixed research
results on the impact of ingratiation on further career success.
Some recent research concluded that this tactic has little or no
effect on extrinsic and intrinsic rewards available to the individuals.
UNDERSTANDING IN DETAIL SOME IMPORTANT
TERMS-
Complimentary Other-Enhancement
Basically it means flattery. The person focuses and often
exaggerates the positive side, and ignores the negative side,
with the goal to communicate the idea that the ingratiatory
thinks highly of the other person. This tactic succeeds often
because people find it difficult not to like people who think
highly of them. To succeed (even despite internal dislike of
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the other person), the ingratiator must give his compliments
credibility. One way is to make sure the reason for the
ingratiation isn't apparent, or the future "favor" needed isn't
obvious or relevant at the time of the compliments .Another
tactic is to tell a third person flattering remarks and have
them "get back" to the target person. Credibility is
established in this process.
One must also make sure the compliments
are plausible, yet still more lavish than the target person
thinks they deserve. It's best to target a person't perceived
weaknesses for flattery. It's the person's doubts about
themselves that open them up for flattery.
Another effect, the "passivity effect" states that people tend to
like people who seem to approve of them than those who
disapprove of them.One can also complicate the flattery to
make it more credible. In a two-sided message strategy, one
could mix negative comments (that the target is fully aware of)
with flattery at attributes the target is uncertain of. Also
comments that put him relatively higher than others on some
criteria may be more gratifying. Flattery and ingratiation tend to
operate in a hinterland of ambiquity.
Another tactic is to start with more negative comments to create
"approval deprivation", then to follow up with more positive
comments (risky but potentially effective). The "friendly insult" is
commonly used by men to suggest admiration. The insult
suggests to the target that they have the attention of the person
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and that they have the strength and good nature to survive the
attack.
Conformity in Opinion, Judgment, and Behavior
A second tactic is conforming to the various ways of the target
person. The belief is that people like those with apparently
similar values. It can range from simple agreement to mimicry.Unlike verbal flattery, mimicry and other complex forms of
conformity may be more difficult to develop and sustain,
especially when they don't actually conform to your real
opinions or behaviors.
Another tactic to ingratiation is to allow the target to
"convince" you of their opinion. Various studies show that eitherconsistent conformity or conformity preceded by sufficient
resistance are both good strategies at ingratiation. However, it's
important not to merely change your opinion each time you hear
the target's opinion -- try to state your opinion (which you
believe is also theirs) before the target states theirs -- it will
seem more sincere.
Another effective method is to disagree on irrelevant
topics to establish some personal independence from the
target, and then appear to agree or switch to agreement on
relevant topics.
Self-Presentation - tactic is to present one's own attributes in a
manner that the target would approve and like. The successful
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ingratiator models themself on the targets "ideal". The
ingratiator can either focus on their strengths and virtues, or
present themselves in such a way as to increase the strengths
and virtues of the target person. For either tactic, credibility
remains important. Actions such as humility and modesty can
also work. Asking for advice or assistance can also be gratifying
to the target. One can also revel sensitive personal opinions to
convey the flattery of implied trust and understanding.
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CREATIVE PR STRATEGIES
one has to be extra hard working , thorough knowledge about
brand and their competitor. A good understanding of consumer
behaviour, changing trends of market which in turn may effect your
brand toward good or bad , to have a striking combination with
everyone within the agency from studio , finance, planning ,
creativity .When work pressure is there one can be in hell but ulearn a lot . Everyday u learn something new, add new dimension
to our existing knowledge .One should read a lot , the triumph u
feel after finishing a job after a great hard work is beyond
describing . So guys its all about managing our own work
discreetly .
Creativity can do well to help get a message out. Creativitycarries risk as theres always a chance the idea will flop, or worse
attract negative attention. A good way to brainstorm for new ideas
and to see what has worked well is to examine what others have
done. Here are seven creative ideas Ive stumbled upon while
scouring the Net for creative PR ideas:
Seven Creative PR ideas
1. Finders keepers
2. Netting resumes
3. Bloggers grown wings
4. Exchange for shelf-space
5. All apologies
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6. All aboard
7. Much to learn young grasshopper
1. Finders keepers. Burger King had people reaching for their
wallets. The fast food joint dropped wallets filled with cash, gift
cards and other BK paraphernalia.
2. Netting resumes. The New Jersey Nets provided a service to
unemployed fans where job seekers could send their resume to
the Nets job bank; in turn the Nets would attempt to link applicants
with their sponsors and affiliated businesses. In addition, the Nets
handed out free tickets to people that submitted their resumes on a
first come, first serve basis.
3. Blogger grows wings. When Southwest was looking to board a
new blogger the company turned the search into a competition.
Would-be applicants were to submit a one-minute audition from
which three finalists would be selected for a trip to the 2008
BlogWorld Expo where the winner would be chosen. As this post
aptly noted, They're killing two birds with one stone - getting great
publicity for their airline and executing the ultimate job candidate
search without much overhead.
4. Exchange for shelf-space. The Gap emptied shelf-space when
it arranged for the New York Stock Exchange to permit employees
to dress down provided those employees chose to wear a pair of
the clothing stores 1969 Premium Jeans. The PR stunt ran in
conjunction with a $20 discount on jeans purchased at the outlets
online store. Gap caught some flack because clearly it was a PR
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stunt or perhaps because Wall Streets popularity is in freefall, but
kudos to the team at Gap for daring to think different and take a
risk.
5. All apologies- Netflix apologized for a service disruption to its
Xbox Live users and offered a two percent discount. Small change
on an individual basis, but Netflix extended the apology to ALL
Xbox Live service users, not just those affected by the outage.
6. All aboard. The National Railway Museum in the UK hired a
six-year-old as its director of fun. The boy had sent a letter to the
museum after learning a recent retirement had left an opening.
The BBC took note.
7. Much to learn young grasshopper - A company calledGotVMail rebranded itself Grasshopper, Inc. and to kick off its
rebranding campaign mailed chocolate covered grasshoppers to
5,000 influential people. The company pitched a YouTube video
that as of today has received more than 200,000 views and
reached nearly one-million people on Twitter.
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DEFENSIVE PR STRATGIES
The Dark Side of PR
When facedwith terrible information on our business, we have
three options. The first option is to ignore the data and assumeeverything is okay. The second option is to see the data and
tackle the problems head-on so we can find out the truth and fix
what needs to be fixed. And finally, theres a final option rather
than ignore the information or do something about it the effective
and less travelled road is work tirelessly to undermine the original
information, have some doubt for accuracy.
Option three is a defensive strategy and
normally becomes a viable option for a corporation who possibly
faces extinction (cigarettes) or major losses (BPH) if the
government and public turn against it. We learned about this
strategy in school and its darn effective and relatively simple
thanks to mercenary scientists and market researchers who start
with the end in ind.
Do you remember when there was conflicting evidence that
smoking cigarettes were dangerous or the new evidence around
global warming possibly not being a real issue? Confuse the
public enough and the corporations get a stalemate as legislators
get caught between good and bad science.
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While I cant confirm the above is whats happening, I did find it
interesting that the WV Nursing Home Association would decide to
run ads on local radio stations stating that in an *ahem*
independent customer satisfaction survey X% (I think somewhere
around 95%) of respondents were very pleased with their level of
care. X% really?
I guess those terrible ratings from the government have to be
wrong then.
EXAMPLE OF DEFENSIVE PR STRATEGY
One of the earliest documents on the tobacco
industry's PR strategy is from 1953, from the public relations firm
ofHill & Knowlton. It shows how the heads of the major American
tobacco companies came together and agreed to engage in a
massive, long-term public relations effort to confuse the public
regarding information on smoking and health. The document
consists of minutes of a now infamous 1953 meeting at the Plaza
Hotel between the presidents of the major tobacco companies and
representatives of the public relations firm Hill & Knowlton. The
minutes state.
The chief executive officers of all the leading tobacco
companies--R.J. Reynolds, Philip Morris, Benson & Hedges, U.S.
Tobacco Company, Brown & Williamson -- have agreed to go
along with a public relations program on the health issue.
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http://www.sourcewatch.org/index.php?title=Tobacco_industryhttp://www.sourcewatch.org/index.php?title=Tobacco_industryhttp://www.sourcewatch.org/index.php?title=Hill_%26_Knowltonhttp://www.sourcewatch.org/index.php?title=Plaza_Hotel&action=edit&redlink=1http://www.sourcewatch.org/index.php?title=Plaza_Hotel&action=edit&redlink=1http://www.sourcewatch.org/index.php?title=Tobacco_industryhttp://www.sourcewatch.org/index.php?title=Tobacco_industryhttp://www.sourcewatch.org/index.php?title=Hill_%26_Knowltonhttp://www.sourcewatch.org/index.php?title=Plaza_Hotel&action=edit&redlink=1http://www.sourcewatch.org/index.php?title=Plaza_Hotel&action=edit&redlink=1 -
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Brand Revitalization strategy
Brand Revitalization is a major overhaul of a brand, starting with its
positioning and proceeding through creative regeneration of the
brand identity. Revitalizing a dormant brand can be a highly
profitable strategy under the right circumstances. Over time,
brands build up awareness and name recognition among your
customers. People connect emotionally with brand that reminds
them of a specific time, place or experience, and old brands often
have a reputation of reliability that new brands cannot match. If
products, services or competition has changed for your business
over the years, then it is time to re-evaluate your brand. Or,
perhaps you never had a clear vision of your brand. Our branding
process will assist your leadership team with clarity and focus.
When the core purpose and vision of the future are crystal clear,
something magical happenspeople get aligned, productivity
increases, satisfaction increases and a strong brand is created.
Some basic points should be kept in mind..
Relevant consumer understanding
knowledge on market dynamics
Strong analytical skills coupled with excellent Man
management approach.
Able to lead a cross functional team to drive the objective on
hand .
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Believes in an optimum mix of Delegation and Hands -on
approach.
A complete team player, with leadership qualities.The key objective Get The Job done ,with full integrity!!'...
Example of Brand Revitalization strategy
IBN 7 Launches 'Citizen Journalist'
-A Citizen for a Citizen's Initiative
New Delhi July 5, 2006:
Practicing its philosophy of inclusive journalism IBN 7
launches 'Citizen Journalist' to the Hindi news space .
Hitherto CNN-IBN, the fellow channel of the TV 18 Network,
was empowering the common man through the Citizen
Journalism initiative. 'Citizen Journalist' encourages the
viewers to document in pictures or videos, anything around
them that should be brought to the nation's notice. The most
relevant reports sent will be aired on the channel, duly
crediting the viewer. Citizens can report on news items of
importance across the country by sending in a MMS to 2622,
SMS CJ (Story) to 2622 or by calling IBN 7's help-line at 0120-
2515340. Citizen Journalists may also e-mail their stories to
[email protected] or even post their stories on
www.ibnlive.com. Citizen Journalist, the initiative started by
CNN-IBN and has over 2000 stories in its bank within just six
months.
Ashutosh, Managing Editor, IBN 7 said,
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"We at IBN 7 endeavorto infuse our mission statement
'Khabar Har Keemat Par' in every individual's life, and ' Citizen
Journalist' an ideal route to capture it. This initiative by CNN-
IBN is exemplary and laudable. We are confident that IBN 7
will also receive an encouraging response and attain similar
success"
Editor-n-Chief, CNN-IBN, Rajdeep
Sardesai said, " Citizen Journalist is an idea whose time has
come. It 's a way of engaging the viewer, of making him/her
an active participant in the process of newsgathering, of
making television news truly interactive. The big idea is to
build a citizenry that is engaged with public life."
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PROMOTIONAL TOOL MIX PR
STRATGY
In the most simple terms, promotion or marketing communication
is the way in which organisations communicate with their
customers. The customers may be intermediaries (such as
advertising agencies, retailers or sales people) or the end user of
the product. End users may continue the communication chain by
influencing the decision making of their friends and acquaintances.
It aims at attracting business success.
Gain Customer Confidence. Customer indecisiveness,
skepticism, indifference, or confusion are among the top
sales killers in the business world. It's up to you to project an
image of experience, quality, dependability, excellent
customer service, and/or added value to your prospective
customers in order to win their confidence. If you haven't
clearly communicated the advantages and solid reasons for
them to do business with you, then they'll be hesitant to
commit and the sale will go to your competitor.
Penetrate awareness of your target audience by using
integrated marketing strategy, which in many cases would
include a well-planned website marketing strategy. Stated
simply: the more ways the public hears about you, the better
your chances are for achieving brand recognition, credibility,
and greater market share. Effective marketing strategy is
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partly the result of exposing your target audience to your
name and your selling points (unique selling proposition) as
often as possible (frequency), in as many ways as possible,
and as cost-effectively as possible.
Purchasing is an emotional decision. Instill in your prospects
good feelings about your company, your business
relationship with them, and how you can improve their lives
or solve their problem. Accomplishing that is at least as
important in the sales and marketing process as focusingattention on product features and benefits. To learn more
about the role emotion plays in marketing.
Continually ask questions, re-evaluate what you're doing,
and be flexible. If your website isn't converting the way it
ought to be, try to pinpoint its weaknesses and correct them.
The same holds true for print ads that are not generating
responses. If the solution doesn't jump right out at you, ask
your associates, acquaintances, neighbors, or spouse what
their initial gut reaction is to your latest print ad, website
landing page, a marketing postcard, or a radio ad. Instead of
asking them what they think of it, ask them the more pointed
question of how they think it could be improved (and assure
them that you won't be offended by their constructive
criticism). Useful feedback can often come from unexpected
sources.
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Here are 5 trendy, new strategies being adopted by
PR agencies today.
1. Guerrilla marketing - This strategy is gaining in popularity and
even though they work best for small companies; big companies
are adopting this technique as well. Guerilla marketing is a low-
cost high-impact tactic that is meant to draw attention. The biggest
example is when Cartoon Network in 2007 placed several
magnetic displays in and around Boston to represent a few of the
characters of the Television series Aqua..
2.Social media integration- Social Media includes Internet
marketing channels like Facebook, Twitter, Linked-In and You
Tube to name a few. Companies start Facebook and Twitter
accounts to keep their followers updated with the best offers, latest
news, new locations, discounts and industry trends. A goodexample of a company that has solely used social media to
promote sales is Rosa Mexicano. The restaurant draws customers
by exclusively working on websites.
3.internet and sharing - Internet sharing refers to the global
distribution of information via the electronic medium. Mobile
marketing, Podcasting, E-Zines, Vlogs and Wiki sites almost
replace the traditional media kit. Social bookmarking sites like
Digg, Delicious, Stumble-Upon and Reddit also get word of your
product .
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4 Media relation- The new trends indicate that print is being read
less and less each day. This can only mean one thing - people are
reading on the Internet. Therefore, instead of maintaining media
relations with magazines and newspaper reporters, PR agencies
are now trying to reach out to highly connected bloggers. These
bloggers communicate directly with the audience. Instead of
writing news releases for print media, the new trend is to write
concise ideas of your product or service and pitch it to a handful of
bloggers. It is more effective to have a few bloggers writing about
one of your products than to have one glorified article on an
expensive magazine.
5.celebrityambassdors The more creative you are with your brand
ambassador the better will the response be to your product.
Celebrity ambassadors will never go out of fashion. You can also
create character bloggers or character twitters: They can be thename and the face of the brand in the virtual medium. Example:
Television shows like Greys Anatomy are using character blogs to
promote viewership.
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SURVEY
1 . Do you know about Corporate Image Management through
Public Relation ?
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Source: a survey has been done among the people age of 18-40 in
Lucknow -2010
COMMENT: Most of the people know about Corporate Image
Management through Public Relation. The ratio of male and
female is approximately same.
2 . Have you ever heard about diversionary response PR strategy
. If , yes , which aspect of the strategy is your favourite . Four
options are..
1. Concession.
2. Relabelling.
3. Dissociation.
4. Ingratiation
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Female
age- 18-40
Yes 87
No 13
5%
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survey been done among the people age of 18-40 in Lucknow -2010
COMMENT: Most of the people know about divisionary PR
strategies. The ratio of male and female is approximately
same. And the most popular strategy is relabeling which
mine favorite is too.
3 . Have you ever heard aboutcreative PR strategy? If, yes, which
aspect of the strategy is your favorite. six options are..
finders keepers
Netting resumes
Bloggers grown wings
Exchange for shelf-space
All apologies
All aboard
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Source: a survey has been done among the people age of 18-40 in
Lucknow -2010
Comments - most of the male are not aware of creative
PR stategy , whereas females are much aware of it, in
comparison of male .For favourite aspect.exchange is
most popular.
4 . Have you ever heard about defensive PR strategy?
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Source: a survey has been done among the people age of 18-40 in
Lucknow -2010
COMMENT: Most of the people know about defensive PR
strategies
. The ratio of male and female is approximately
same.
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5 .Have you ever heard about brand revatization PR strategy?
Source: a survey has been done among the people age of 18-40 in
Lucknow -2010
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COMMENT: Most of the people dont know about brand
revatization PR strategy. The awareness ratio of male and
female is approximatelysame.
6. Have you ever heard about promotional tool mix PR strategy?
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Source: a survey has been done among the people age of 18-40 in
Lucknow -2010
COMMENT: Average people know about promotional tool mix
PR strategy. The ratio of male and female is approximately
same.
8.Among trendy PR strategy , which is your favourite.
Guerrilla marketing
Social media integration
internet and sharing.
Media relation
Celebrity Ambassadors.
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Interview
An interview with Jerre Stead, EXCEL award recipient
Communication World, June-July, 1995
Q1. Have you developed any particular strategies that
contribute to your own style of communication?
One is that the only way you really win in business is through your
own associates, or employees, being externally focused on
customers. Over the years I've gotten to the point where I
really do believe that the only sustainable competitive
advantage any company has is its people.Two, I also start out
with the assumption that's proved to be pretty accurate over
time, that the people power available to a corporation, or
organization of any kind, is very rarely tapped to its potential
because of the lack of trust that we have, conscious or
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unconscious, in our people. So I start out with the assumption
that I trust 100 percent of our people, and that each and every
person knows how to do his or her job better than anybody
else.
I also believe that because people really do, in a corporation,
develop, sell, market, support, innovate, create - everything is
done by people - one of the most important things we can do
is create really world-class internal communication vehicles
and systems. If you're not keeping all of your people current
and constantly up-to-speed, and sharing with them the facts,
we won't be allowing them to be accountable; to make a
difference. I actually tell people that coaching responsibilities
are management responsibilities. They should be spending at
least 50 percent of their time in communication, and that
includes sharing facts, as well as listening.
Q2. What are the areas you find most challenging in working
with increasingly diverse cultures, both globally and
locally?
I think two things: One is that we complicate the globalenvironment much more than we need to. For example, one of the
things I always do when I join a company is to make sure that we
set an agreed-upon vision and mission and set of values. It is
incredible to me how often we get the question, "Will these values
be accepted in Spain? or Europe or someplace else?" Because
we are so insulated in the United States, we think the rest of the
world is different. I have lived and managed outside of the U.S. for
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many years; people value values equally around the world.
Secondly, we do not do nearly enough interchange; if we're
running a global company, it's coincidental that in the case of
Legent or AT&T or anybody else that our headquarters happen to
be in the United States. We need a very diversified set of leaders.
For example, the person whom we have just selected to run our
North American sales organization at Legent is from Australia.You
created a major cultural shift at AT&T/GIS as well as other
companies. Can you elaborate on some of the programs that
you've instituted, and why you feel a vision and mission and
values statement to be so vital?
One of the wonderful things
about AT&T/GIS and Legent is that we are the kind of companies
we are, with the number of associates that we have. At both of
these companies, I have relied on many of the same
communication programs. At Legent, I'm now able to communicate
by E-mail more efficiently, and faster, around the world than any
place I've ever been. It's a wonderful vehicle. We also have a
once-every-two-months video that we produce. We do a Coach's
Corner once every two weeks in addition to Coach's Rallies and
Juice with Jerre.
Q3 . How many people do you have in the corporate
communicationdepartment?
We are growing so quickly it's hard to keep track. Right now we
have nine.When we look at the bottom line, and I'm talking about
the profit/loss, financial bottom line, how important do you think
good communication is?
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Over the long haul,
that's more important than anything else we can do. To really
maximize the resources of the company, people have to know
what's going on. We'll start at Legent, as an example, soon, with
scoreboards letting folks know exactly how we're doing from our
revenue growth standpoint, our profit growth standpoint, our
customer delight standpoint, so our people know what's
happening. It's critical.
Q4 . Do you have any other advice or suggestions that you
could offer our readers?
The only additional comment I would make is I try to create an
environment where we have a single class of people, a world-class
group of folks. We are all equally important. I work on an
objectives, measures and rewards system, and work very hard to
get those of us who have coaching responsibilities to make sure
that we are adequately trained and adequately rewarded for
communicating with our associates. That's critical to the ultimate
success of any organization.
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Q4 . Do you have any other advice or suggestions that you
could offer our readers?
The only additional comment I would make is I try to create an
environment where we have a single class of people, a world-
class group of folks. We are all equally important. I work on an
objectives, measures and rewards system, and work very
hard to get those of us who have coaching responsibilities to
make sure that we are adequately trained and adequately
rewarded for communicating with our associates. That's
critical to the ultimate success of any organization.
Conclusion
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In a word: credibility.And a good public relations strategy is the
way to get the media to seek you out. How can you make the PR
process work for you? Let me walk you through 10 rules you need
to create an effective PR plan to give your product competitive
advantages in yourmarket:
1. Know your market. The more specific you can get about
which community should use your product, the easier it will
be to identify which media you need to work with. Be very
narrow in your target, realizing that no product ever
commands 100 percent market share, nor does it need to in
order to be successful.
2. Identify the product benefits relevant to your market.
Features arent as important as what your product does for
your potential clientele. Remember, at this stage youre
trying to sell your product or service to the media so your
story will get published. Let them know the benefits and
show them the numbers to prove that your product saves
users time and money--or makes money.
3. Establish your product as unique. Its important to be able to
prove your product is x-times faster, better, cleaner or more
cost-effective than your competitors product or industry
standard. Such specific and proven advantages will provide
the media concrete evidence to feature your product over
anyone elses.
4. Source and use testimonials. All other things equal,
testimonials are one of the strongest ways to enhance the
credibility of any promotional piece. This also holds true for
your editorial piece as well. The main difference will be the
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way the testimonial is presented. While in some promotional
pieces you might get away with someone named C.K. from
Omaha who says your widgets are great. However an
editorial piece needs to be about a targeted benefit.
5. Target the media used by your target market. Find out
which media outlets yourtargetmarket typically reads, views
or listens to. In many cases, youll be able to identify specific
journals or programs for the industry you are targeting. If its
not obvious, you may need to do some research to find out
which media are most seen or read by your targetmarket.
You can get this information from SRDS and any of the
Bacons directories. These types of publications outline
available newspapers, magazines, newsletters, radio and
television broadcasts according to locality and special
interest groups. They also provide names and contact
information for key editors.6. Prepare your press release to be printed as is. Start your
release with a great headline and make sure it also follows
AP style guides so a journalist can (if they so choose) cut
and paste your copy for their story needs. Your first
paragraph should be no more than 25 words and needs to
both explain the headline and summaries the story.Journalists spend on average of seven seconds speed
reading the hundreds of news releases they receive each
day, so the first 25 words are critical. And remember to keep
your editorial to one page or less.
7. Sell your release. Make a phone call to the person named in
the media guide. Let them know you have a story that may
interest them and their readers. Give them the headline and
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the first paragraph. Theyll make a decision then and there
whether they like it or not. A yes or maybe means send
me a fax or email with more information. Then, forward
immediately marked clearly to their attention. Earn the right
to follow up by asking if you can call back the next day or at
some other specific time, depending on publication dates.
8. Follow up. Call your contact when you said you would to
confirm whether or not they received the information you
sent and offer to provide more information if necessary.
9. Keep in contact. But dont be pushy. If the story is of value, it
will sell itself. All you should do is provide your contact with
the convenience of more information. This is also a good
way to make sure your press release gets a second look.
10. Use a photograph. A photograph can literally sell a thousand
words. Daily media are more photo-conscious than ever, and
are more interested in photos than the monthly specialinterest magazines or trade journals. Those publications are
usually only interested in a photograph if it educates or
informs the reader.
Are these steps a guarantee of publication, broadcast and
success? No.
But by following them, youll immediately increase your chances of
success and youll also start to build the good media relationships
youll need for the future. Youll also give your product a strong
competitive advantage in the mediamarket, while any results you
do achieve from free press will be more effective.
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So if youre looking to start your own PR program, just follow the
steps. Then, you can work to apply your off-line efforts to the
online space--a strategy that can leverage your message in a
number of ways conventional media simply cant.
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Bibliography
Books ..
1. Effective PR for a small business on a budget : by Shana Keith
2. Top 5 PR Strategies by : Danny Brown
3. Strategic planning for public relations : by Ronald D. Smith
4. Public Relation Strategies and Tactics : by Dennis L. Wilcox,
Web sites:
1. www.cbeyond.net
2. www.webanalyticsworld.
3. www.answers.com
4. www.answers/topic.com
5. www.aboutpublicrelation.com
Annexure
Questionnaire (general)
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Department of Journalism & Mass Communication
This questionnaire is aimed at understanding different aspects of
Different types of PR strategies..an analysis. The project is
purely for academic purpose & will not be used commercially.
1 . Do you know about Corporate Image Management through
Public Relation ?
a- Yes b- No
2.Have you ever heard about diversionary response PR
strategy .If , yes , which aspect of the strategy is your favourite.
a- Yes b- No
four options are..
1. Concession.
2. Relabelling.
3. Dissociation.
4. Ingratiation
3 . Have you ever heard aboutcreative PR strategy ? If , yes ,
which aspect of the strategy is your favorite.
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.
a- Yes b- No
six options are..
finders keepers
Netting resumes
Bloggers grown wings
Exchange for shelf-space
All apologies
All aboard
4 . Have you ever heard about defensive PR strategy?
a- Yes b- No
5 .Have you ever heard about brand revatization PR strategy?
a- Yes b- No
6. Have you ever heard about promotional tool mix PR strategy?
a- Yes b- No
7 .. do you know about some trendy PR strategy. If , yes , please
mention about the strategy
a- Yes b- No
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8.Among trendy PR strategy , which is your favourite.
Guerrilla marketing
Social media integration
internet and sharing.
Media relation
Celebrity Ambassadors.
9. Do you think that by promotional mix strategy , the product or
service get popular among customer.a- Yes b- No
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