PR 3310 Principles of Public Relations Tuesday 62309

PR 3310 Principles of Public Relations Tuesday, 6/23/09

Class Objectives n n Optional: Hand in re-do of Paper 1 Guest Presenter: Dr. Coy Callison Presentation: S. Baroody and J. Jones Lecture n Ch. 17, Corporate PR n Homework assignments n Presentations on Wednesday: H. Walsh and L. Baroody n Read chapter 17 in book n Ex. 5 due Thursday (6/25) at 12: 05 pm

4 things to consider when making a corporate pr decision/csr (corporate social responsibility) n What are the political ramifications? n How do gov’t regulations affect our actions? n Can we avoid the creation of new laws? n What are our social responsibilities to society? n What economic benefits (in terms of profit) will we make? n What do we need to consider regarding our technologies? n Do we have the engineering/technical know how to perform?

Corporate PR Customer Relations Media Relations Corporate Public Relations Employee Relations Future Customers or General Public Investor Relations

Corporate PR and the General Public n Public’s perception is that larger corporations. . n … are less connected to the public and to the local community n … have outrageously high salaried employees n Think about severance packages in the news

Corporate PR and Customer Relations n Customer service is the front line of PR n Is like a barometer of public opinion n Customer satisfaction is most important because of word-of-mouth ability to spread the news n On average, a person shares their bad experience with 17 other people /11 if good n The Internet has increased this considerably! n Consumer boycotts and consumer activism

How to react to activists (e. g. PETA) n Work with the Reasonable Groups as opposed to the extremists n Be Open n Act n Don’t Get Emotional n Yield to Threats n Expect Immediate Results n

Corporate PR and Media Relations n Gatekeepers (editors, producers) can, and will, reject public relations efforts if they are not Well written n Honest, truthful n n n and not blatantly selling a product (this is why use of objective terminology is important) Approachable and open to being interviewed

Switching sides: corporate criticism of media n That they report inaccurate information, that is incomplete, or biased n Sensationalism in some types of reporting (celebrities) n That they provoke actions n (celebrities) n Media Response is slow

Corporate PR and Employee Relations n Concerns of employees related to their work environment n Does it follow the law? n In terms of sexual harassment, physical safety (related to what you do and what others do- e. g. smoking), discrimination

Corporate PR and Employee Relations n Concerns of employees related to their job n Layoffs and outsourcing of jobs n Changing of jobs responsibilities n Industry changes n Related to their benefits n What does my insurance cover? Who does it cover? What are the costs? n Related to the services that the corporation may provide n n Childcare Legal advising

Corporate PR and Employee Relations n What will PR do in this type of job? n Dealing with unions n Spokesperson, organize meetings, etc. n If international, may provide intranet or newsletter services

Corporate PR and Employee Relations n What to do with employees n Treat your as best you can (although this is a moving target) n Turnover is very expensive n Create a safe workplace n If there is a layoff n Inform employees first (don’t let the read about it in a newspaper) n Meet with them one on one n Cushion layoff so that it’s not a dramatic “you’re fired, get your belongings now and we’ll escort you out” § Is there a possibility of severence pay? Can the layoff be stepped down?

Fortune 100’s Best Practices n Flextime n Can a job become a work-at-home? n Especially helpful if your job deals with international customers/employees/etc. n Compressed Work Weeks n 4 days a week with 10 hour days n Actually benefits many companies because they can “turn off” the building for 3 days n Job Sharing n Can 2 part-timers do the job of 1 (save on not paying them benefits)

Fortune 100’s Best Practices n Elder AND Child Care n Sandwich generation has both children that they are taking care of AND their parents n Employee Assistance Programs n Can be both proactive and reactive n To help with substance abuse, emotional distress, health care concerns, issues with aging parents

Corporate PR and Investor Relations n Stakeholders are anyone who has some type of interest in your company n Investors have time or $$ invested in your company Stockholders n Now, U. S. citizens n

Corporate Social Responsibility n Adopt Ethical Principles n Transparency / Disclosure n Trust n Ward Off Government Regulation n Employee Morale

Corporate PR and Marketing n Product promotion and publicity n Working with marketing communications n Cause-related marketing or collaboration with a Non- Profit n n Advance Cause = Increased Sales Dannon – National Wildlife Federation American Ex – Statue of Liberty Bristol-Myers – Cancer Research n Corporate sponsorship of events n Enhanced Image n Give Product Brands High Visibility n Focal Point for Marketing n Media Coverage / Publicity

Corporate Philanthropy n Help People n Not for Publicity n Not always just for good n Huge tax write-offs n 2002 - $12 Billion n Cash – Food – Clothing n Loan of Employees n Matching Funds