INTRODUCTION TO PR
INTRODUCTION TO PR PUR 3000
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Mr. Nestor Miller
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This 3 page Class Notes was uploaded by Mr. Nestor Miller on Thursday September 17, 2015. The Class Notes belongs to PUR 3000 at Florida State University taught by William Gilmer in Fall. Since its upload, it has received 17 views. For similar materials see /class/205632/pur-3000-florida-state-university in Public Relations at Florida State University.
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Date Created: 09/17/15
Ch17 Corporations 1 Today s modern corporations a Large 300 billion in sales but large brings remoteness b 73 feel untrustworthy c Media quotfanquot suspicions 2 Why study corporations a Negative publicity requires that they gain trust and credibility b They realize the importance of CORPORATE SOCIAL RESPONSIBILITY c The public relations practitioner has a major role in doing both 3 Today corporations are unique a They deal with a of governments b Their operations affect the environment c Their large sizes bring remoteness 4 The public distrusts corporations a Of the public only 27 trusts 5 CSR is critical because a Corporate social responsibility is critical because of negative publicity 6 CSR requires a Adopting ethical principles b Pursuing transparency and disclosure c Making trust a foundation precept of corporate governance 7 PR s importance in corporations a Practitioners are the eyes and ears of the corporation trained on all stakeholders i They serve as a link between the CEO and the realities of the marketplace and the organization can t be a yesperson 8 To implement CSR PR must a Counsel the CEO b Help create and maintaining company morale c Urge becoming a good public citizen 9 Influences when making decisions a Governmental regulation and other political influences b Engineering knowledge c Responsibility to society d Whether making a profit is possible 10 Media pressure the dilemma a On one hand the media make CEOs defensive about business coverage b Yet media is the most effective way to help get corporation s message across c Problem too many unqualified reporters 11 Media also view big business negatively a Uncooperative executives who erect barriers against them b Don t have access to key personnel l to c Don t have access to key personnel d CEOs who don t think anything unfavorable is intentionally bad Corporations and llLet the buyer beware a llcaveat emptor let the buyer beware b Long gone are days when sellers are expected to deliver goods of safe acceptable quality on honest terms Buyers do have rights c Customer service relations is part of PR responsibility yet those relations are separate from PR function Corporations must reach diverse markets a Must focus on more than one market Customer relations a Front line of PR single incident can damage a company reputation b Internet and blogs can affect 1000 s Product recalls a Test the patience of consumers and credibility of company b Pr has to monitor aftereffects Customer relations priorities a Keep old customers b Attract new customers c Market new products or services d Expedite complaint handling e Reduce costs Ombudsperson a Originally was a government official in Sweden and New Zealand appointed to investigate complaints about government officials Consumer agencies a FTC protects consumers in foods drugs and cosmetics b Consumer Product Safety Commission oversees products safety and standards c Office of Consumer Affairs publishes literate to inform public of developments in consumer affairs Consumer Activism a PETA is an example of a group that targets companies b Boycotts refusal to buy products or services c Small drop in sales will cause companies to rethink policies especially for single product Employee relations a PR concentrates on communicating with employees and working with HR but is separate b Difficult to retain good employees when its messages are not believed Major PR employee challenges a Layoffs job reduction procedures can affect futures of organizations b Allows rumor mill grapevine to work overtime c Outsourcing or offshoringsending white collar jobs to other nations 22 Greatest employee challenge for corporations a Dealing with composition of employees that includes more minorities 23 Diversity in the workplace a Employers must i Embrace diversity ii Actively recruit ethnic minorities b large groups will boycotts rally ampor sue 24 Investor Relations a Communicate with shareholders amp prospective investors b This work is called investor relations c Its goal to combine communications and finance to accurately portray prospects from an investment stand point
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