Public relations

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Public relations
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What is Public relations ?

• Promote the goodwill of the company as a whole
• Management of reputation
• Establish and maintain good relationships with
  stakeholders
• Close the image gap

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Strengths of public relations
Figure 10.1 Strengths of public relations
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Weaknesses of public relations
Figure 10.2 Weaknesses of public relations
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Trends and challenges in public relations
Figure 10.3 Trends and challenges in public
relations
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Audiences of different types of PR
Table 10.1 Audiences of different types of public
relations
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Public relations objectives and tasks
Table 10.2 Public relations objectives and tasks
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Public relations instruments and channels
Table 10.3 Public relations instruments and
channels
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Media PR writing a news release
Table 10.4 Writing a news release Based on
Smith, J. (1995), The New Publicity Kit. New
York John Wiley Sons Pickton, D. and
Broderick, A. (2001), Integrated Marketing
Communications. Harlow Financial Times/Prentice
Hall Duncan, T. (2002), IMC. Using Advertising
and Promotion to Build Brands. Boston
McGraw-Hill.
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Media PR rules of good media relations
Table 10.5 Rules of good media relations Based
on Burnett, J. and Moriarty, S. (1998),
Introduction to Marketing Communication. Upper
Saddle River, NJ Prentice Hall Duncan, T.
(2002), IMC. Using Advertising and Promotion to
Build Brands. Boston McGraw-Hill.
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Public relations budgeting techniques
Table 10.6 Public relations budgeting techniques
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Measuring public relations results

• Input indicators number of news stories,
  interviews, trade meetings, brochures sent,...
• Output indicators media coverage and publicity
• Achievement indicators awareness, knowledge,
  attitude,...

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Pre-crisis communication rules
Table 10.7 Pre-crisis communications rules Based
on Marconi, J. (1992), Crisis Marketing. When
Bad Things Happen to Good Companies. Chicago, IL
Probus Publishing Company.
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Preparing for and handling a crisis
Table 10.8 Preparing for and handling a
crisis Based on Haywood, R. (1998), Public
Relations for Marketing Professionals. London
Macmillan Business Seymour, M. and Moore, S.
(2000), Effective Crisis Management Worldwide
Principles and Practices. London and New York
Cassell Anthonissen, P. (2002), Murphy Was an
Optimist. Tielt Lannoo.
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During a crisis

• Designate a single spokesperson
• Tell your story first and be honest
• Never go off the record
• Keep your employees informed
• Postion your company in a larger context
• Give details
• Show compassion
• Reassurance
• What are we doing about it ?

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Mercedes tries to redress the crisis after the
Moose test incident
Plate 20 The moose trap Mercedes tries to
redress a crisis (Reproduced with permission of
Daimler Chrysler)