Public relations (MC, unit 2)

the planned and sustained effort to publish and maintain goodwill and mutual understanding between an organisation and its publics (CIPR)

Publics: customer groups, local & central Govt, general public, financial institutions, media, opinion leaders/formers, internal marketplace, potential employees

Benefits?

• higher perceived credibility
• derogatory media image of spin
• NOT free - staffing costs & related expenditure

Objectives:
- must be SMART & precisely targeted
- create & maintain corporate & brand image
- communicate org's ethos & corporate values
- raise profile (build stronger customer/supply chain relations)
- disseminate information
- damage limitation

Marketing info that feeds PR: consumer & trade press scanning, competitive comparisons, publicity materials, management of special events, internal marketing tools

Techniques (and how to select):

• Press releases - highlight specific info.
  
• Press conferences - announce major story / crisis management
  
• Publications
  
• Media relations - good relations may gain favour
  
• Events - close links with sponsorship
  
• Annual reports - very important for stakeholders
  
• Lobbying - specialist area seeks to influence people in authority to gain their support for action

Select on basis of:

1. Suitability - approp. for target market in tone, content, style, medium
   
2. Feasibility - budget/HR considerations
   
3. Acceptability - in keeping with corporate identity
   

Internal PR: vital to gain confidence of workforce & support for implementing new strategies. ~Uses journals, newsletters and internal briefings.

Crisis management: be alert to potential situations, develop number of contingency plans in advance