Public Relations. Syed Choudhury. Syed Choudhury - Public Relations - Week 11 1

Transcription

1 Public Relations Syed Choudhury Syed Choudhury - Public Relations - Week 11 1

2 This Week RECAP & Week 10 Test Overview Specialist Public Relations Financial PR Internal PR Syed Choudhury - Public Relations - Week 11 2

3 Previously Jefkins 6 Point PR Planning Model (LO2 & LO3) Situation Analysis Defining Objectives Defining Publics Media Selection The Budget Implementation & Control Syed Choudhury - Public Relations - Week 11 3

4 Recap Situational Analysis Communications Audit Image Analysis (6 Types) Mirror, Current, Wish, Multiple, Optimum, Corporate 7 methods of Situational Analysis Marketing Research, Desk Research, Complaints, Financial Situation, Media Attitudes, Employee Management Relations, Community Relations Syed Choudhury - Public Relations - Week 11 4

5 Recap Defining Objectives They give focus & direction to create programme strategies and tactics Objectives where we want to go Strategies how we are going to get there Tactics the operational aspects of the strategy 3 types of outcomes Knowledge, Predisposition, Behavioural Syed Choudhury - Public Relations - Week 11 5

6 Recap Defining Publics Diverse group Marketing Target Audience vs PR Publics 8 Basic Publics: 1. The Community 2. Potential Employees 3. Employees 4. Suppliers 5. Financial Markets 6. Distributors 7. Customers 8. Opinion Leaders or Formers Syed Choudhury - Public Relations - Week 11 6

7 Recap Media Selection (1) Editorial vs Advertisement vs Advertorials Print vs Broadcast Media Depth, Portability, Extended Life, Circulation, Attention, etc Limitations of Media Cumulative & Long Term Mainly Awareness Seminar, Conferences & Exhibitions are very valuable large targeted and interested audiences Syed Choudhury - Public Relations - Week 11 7

8 Recap Media Selection (2) New markets are rapidly emerging, but political, cultural and economic restrictions apply Radio is one of the best mediums, but consider languages Many factors affect Western Style Mass media consider literacy, access, complexity of economy, etc Don t ignore traditional/folk mediums Oramedia, Gong Man / Court Messenger, Verbal Postman Market Gossip Syed Choudhury - Public Relations - Week 11 8

9 Recap The Budget Scientific using objective formulae Objective and Tactics, Modelling, Payback Period, Profit Optimisation Heuristic subjective, based on trial & error Percentage of Turnover, Competitive Parity, Affordable, Arbitrary Costs Time (Person Hours), Materials, Expenses Syed Choudhury - Public Relations - Week 11 9

10 Recap Implementation & Control (1) Resource Allocation & Task Prioritisation Gantt Charts Contingency Planning What if Scenarios Assessing Results By Observation & Experience By Feedback & It s Assessment By Research Syed Choudhury - Public Relations - Week 11 10

11 Recap Implementation & Control (2) Assessing via Observation & Experience Measured against pre set objectives Has complaints dropped? Has share price improved? Consider external factors too Economic, Political Factors Seasonality Competitors Syed Choudhury - Public Relations - Week 11 11

12 Recap Implementation & Control (3) Assessing By Feedback Consider Complaints Suggestions Reports & Recommendations Press Cuttings (clipping services) Monitored Broadcasts Independent Research Surveys Syed Choudhury - Public Relations - Week 11 12

13 Recap Implementation & Control (4) Assessing By Feedback Press Cuttings Hunt & Grunig: the systematic appraisal of a company s reputation, products or services, or those of it s competitors, as measured by the presence in the media Monitoring Quality of coverage and medium Value Scale Assessing Readership OTS (opportunities to see) Rating Picture Usage Share of Voice Response Syed Choudhury - Public Relations - Week 11 13

14 Recap Implementation & Control (5) Assessing By Research Initial research to determine base percentage Post campaign research to assess change Quantitative research can be analysed for long term longitudinal charts Syed Choudhury - Public Relations - Week 11 14

15 Week 10 Test 1. What are the 6 points of Jefkins PR Planning Model? 2. What is OraMedia? Where is it most effective? 3. Who are Opinion Leaders and why are they important? Give examples 4. What is the difference between Mirror, Current & Wish Image? How can you perform an Image Analysis? 5. What is the difference between objectives, strategies and tactics? 6. What is the difference between Editorials & Advertorials? 7. Describe and give examples for each of the three types of outcomes: Knowledge, Predisposition, Behavioural Syed Choudhury - Public Relations - Week 11 15

16 This Week Specialist Public Relations Financial PR Internal PR LO1, LO4 Syed Choudhury - Public Relations - Week 11 16

17 Financial Public Relations that area of public relations which relates to the dissemination of information that affects the understanding of shareholders and investors generally concerning the financial position and prospects of a company PRSA, 2002 Syed Choudhury - Public Relations - Week 11 17

18 Financial Public Relations Increased due to: Global trading / globalisation Share offerings & floatations Mergers & acquisitions Two Types: City PR Investor Relations Syed Choudhury - Public Relations - Week 11 18

19 City PR Aimed at financial publics: Regulatory Agencies Rating Agencies Banks Investment Analysts & City Newspapers Syed Choudhury - Public Relations - Week 11 19

20 Investor Relations Aimed at investors: Institutional Buyers Public (non informed) Buyers Shareholders Syed Choudhury - Public Relations - Week 11 20

21 Who can be a Financial PRO? Ex senior financial journalists Former bankers and brokers Graduate! In house and External Consultant Syed Choudhury - Public Relations - Week 11 21

22 PROs Duties Shareholder Relations Annual Report Annual General Meeting Correct Rumours/Misleading Information Confident, but not overconfident One to one relationships Syed Choudhury - Public Relations - Week 11 22

23 Financial PR Mediums Regulatory News Service Annual Reports, Accounts & AGM Analysts Briefings Institutional Meetings & Company Visits Corporate Websites Syed Choudhury - Public Relations - Week 11 23

24 Financial PR Summary Two types of Financial PR City PR Investor Relations Several mediums that can be used, but it is all about communicating and creating confidence Syed Choudhury - Public Relations - Week 11 24

25 Quiz 1. Who are Opinion Leaders and why are they important? Give examples 2. What is the difference between Mirror, Current & Wish Image? How can you perform an Image Analysis? 3. Describe and give examples for each of the three types of outcomes: Knowledge, Predisposition, Behavioural Syed Choudhury - Public Relations - Week 11 25

26 This Week Specialist Public Relations Financial PR Internal PR LO1, LO4 Syed Choudhury - Public Relations - Week 11 26

27 Internal Public Relations Management Employee, Employee Employee Need for Internal PR is greater now because of: Greater requirement to inform employees Increasing democratization of industry Employee ownership of company More accessible communications technology The increasing importance of service industries Syed Choudhury - Public Relations - Week 11 27

28 The Environment Them and Us Attitude 2002 MORI Survey On Employees: 30% are brand neutral 22% are brand saboteurs 48% are brand champions Change Management Programmes Syed Choudhury - Public Relations - Week 11 28

29 Employee Empowerment Happy Employee = Happy Customer Knowing the wider picture (the value chain) Making suggestions Taking initiative Syed Choudhury - Public Relations - Week 11 29

30 Internal PR Channels & Mediums Employee Management (upward) Employee Employee (sideways) Management Employee (downwards) Syed Choudhury - Public Relations - Week 11 30

31 Upward Channels & Techniques Readers Letters Suggestion Schemes House Journal Articles Specialist Workshops Syed Choudhury - Public Relations - Week 11 31

32 Sideways Channels & Techniques Classified House Journal Advertisements Staff Clubs & Social Events Staff News Syed Choudhury - Public Relations - Week 11 32

33 Downwards Channels & Techniques Annual Reports & Accounts Company Policy Documents Appointment Announcements The House Journal Cascade Briefing Sessions Syed Choudhury - Public Relations - Week 11 33

34 Auditing Internal PR Internal communication Employee participation and involvement Employee loyalty and commitment Staff morale Institutional reputation Ethics Recognition of employee contributions Alignment of corporate, dept, team & individual goals Leadership Employee development opportunities Resource utilization Syed Choudhury - Public Relations - Week 11 34

35 Internal PR Summary Internal PR Happy Employees = Happy Customers Need for Internal PR is greater now because of: Greater requirement to inform employees Increasing democratization of industry Employee ownership of company More accessible communications technology The increasing importance of service industries Three Channels Upwards, Sideways, Downwards Syed Choudhury - Public Relations - Week 11 35

36 This Week Specialist Public Relations Financial PR Internal PR LO1, LO4 Syed Choudhury - Public Relations - Week 11 36

37 Week 11 Test 1. According to US Management Consultant Tom Stewart Internal marketing is probably much more important than external marketing. Explain why internal marketing (or internal public relations as it is also known) is regarded as so important to an organisation and how might it be effectively managed. 2. In the management of Public Relations the term publics is often used. Explain the meaning of publics and evaluate its importance in the public relations process. Syed Choudhury - Public Relations - Week 11 37