Professional Documents
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Public Relations and Corporate Image
Public Relations and Corporate Image
Public Relations and Corporate Image
INTRODUCTION
Public relations defined
The deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation and its publics.
PUBLIC DEFINED
Financial public relations providing information mainly to business reporters Consumer/lifestyle public relations gaining publicity for a particular product or service, rather than using advertising Crisis public relations responding to negative accusations or information Industry relations providing information to trade bodies Government relations engaging government departments to influence policymaking
New Role:
More marketing-oriented (Marketing Public Relations MPR) Operates within a marketing department to develop programs and policies Supports marketing objectives and adds value to the integrated marketing communications program Incorporates marketing and corporate PR functions.
In-House Publications
Press Conference
Convening Media Reps To Make a Statement. Risky, Because Media May Not See Companys Announcement as Being Real News. May Distribute Press Kits.
Corporate image
A corporate image refers to how a business is perceived. It is a generally accepted image of what a company stands for. A corporation's image is not solely created by the company. Other contributors to a company's image could include: news media, journalists, labor unions, environmental organisations, and other NGOs.
Corporate Image
Definition: Corporate images are selectively perceived mental pictures of an organization.The sum total of these perceived characteristics of the corporation is what we refer to as the corporate image. (Zinkhan, Ganesh, Jaju, Hayes)
- Stockholders: who have invested in the company - Board of Directors: who manage the company - Employees: who is in middle management and below - Suppliers: who supplies any kinds of materials and services (banks) - Channel members: who are involved in the distribution network - Customers: who purchase the companys products and/or services - Community: who asses the companys role as corporate citizen
stimulating sales establishing company goodwill creating an identity for employees influencing investors and financial institutions promoting favourable relations with the community, government and opinion leaders achieving a competitive position
The internal controllable sphere can be used to influence the stakeholders image of the organization. The external factors, however can also be indirectly manipulated.
MARKETING MIX
Marketing involves a number of activities. To begin with, an organisation may decide on its target group of customers to be served. Once the target group is decided, the product is to be placed in the market by providing the appropriate product, price, distribution and promotional efforts. These are to be combined or mixed in an appropriate proportion so as to achieve the marketing goal. Such mix of product, price, distribution and promotional efforts is known as Marketing Mix