DSS 20007 Community Relations

1. DSS 20007 Community Relations Topic Eight:Advertisement and Community Relations in Business Sector

2. Media • Controlled media • Uncontrolled media • Gate Keeper

3. Advertising Paid non-personal communication from an identified sponsor using media to persuade or influence audience

4. Sales Promotion Those marketing activities that add value to the product for a limited period of time to stimulate consumer purchasing and dealer effectiveness

5. Roles of Advertising • Marketing • Communication • Economic • Societal

6. Objectives of P.R. Advertising • Favorable image • Correct misconceptions • Inform government officials • Goodwill of dealers • Goodwill of employee • Keep good suppliers

7. Arouse interest • Goodwill of neighbors • Inform and serve consumers • Improve labor relations • Render public services

8. P. R. Advertising as a medium of Communication

9. Audience • Primary • Secondary • Composition • Fragmentation • Flow

10. Consumer Behavior • High-involvement • Low-involvement

11. Cost per thousand (CPM) The cost exposing each 1,000 members of the target audience to the advertising message

12. 7 Cs of P R Communication • Credibility • Context • Content • Clarity • Continuity & Consistency • Channel • Capability of Audience

13. Types of Advertising • Brand • Retail • Political • Directory • Direct-Response • Business-to-business • Institutional

14. Public Service Announcements A type of P. R. advertising that deals with public welfare issues and is typically run free of charges

15. Propaganda Analysis • Ideology & Purpose • Context • Propagandist • Organizational Structure

16. Propaganda Analysis • Target Audience • Nature & Media Techniques • Reaction of Audience • Counter Propaganda • Effects & Evaluation

17. Special Techniques • Resonance • Source credibility • Opinion leader • Face-to-face • Group norms • Rewards

18. Monopoly of source • Visual symbol • Language usage • Arousal of emotions

19. Case - Aids Education http://www.info.gov.hk/aids/chinese/rrc/index.htm

20. Case http://www.hkatv.com/special_events/tvc_award_2004/main.html

21. Rogers' Theory (Diffusion of Innovation) • Innovation • Communication • Channels • Time

22. Innovation is an idea, practice, or object that is perceived as new by an individual • Relative Advantage • Compatibility • Complexity • Communicability • Trialability • Observability

23. Time/ 5-steps Process • Knowledge • Persuasion • Decision • Implementation • Confirmation

24. 5 Adapters • Innovators • Early Adapters • Early Majority • Late Majority • Laggards

25. Image Measurement Beliefs, ideas and impressions that a person has of an object

26. Methods of Image Measurement • Familiarity – Favorability • Semantic Differential • Direct Attitude

27. Image Building • Familiar • Favourable

29. Semantic Differential of three hospitals

30. Desirable Image Gap Factors Current Image

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32. Principal Media - I • Television • Radio • Magazines • Newspapers • Direct mail • Poster • Pamphlets and booklets

33. Principal Media - II • Banners • E-communication • Home-pages, e-mails, e-banners • Public Relations: Press Release, News Conference, VIP visits and celebrities, Familiarization Tour, Formal briefings, Media kit

34. Donation to Community Chest • HK Bank • Cheung Kong • Fong Yun-wah • 何伯 • CitiBank • 黎明 • McDonald • 何鴻燊

37. Reasons for Sponsorship • Image • Identity • Name Familiarization • Goodwill • Understanding • Dealer Relations • Media Interest

38. Considerations for Sponsorship • Commercial • Exchange for Autonomy • Media Coverage • Cost • Various Expectations

39. Objectives for Consumer Relations

40. Public Relations Practice for Consumer Relations

41. Media for Consumer Relations • Oral • Audio-visual • Printed • Special Event • Others.

42. What is Employee Relations?

43. The most valuable and important resource within an organization is its employees. Employees are not one large homogenous group but are made up of subgroups with different interests, wants, issues and concerns. In order to reach each subgroup, publics must be targeted and content related to specific needs, utilizing appropriate communication tools. Employee Communication

44. Employee Communication aims to: • Be continuous, respectful, and candid to all employees • Be developed within a planned framework and encourage participation consistent with the organization’s mission and philosophy • Inspire an open environment that is interactive, promotes shared meaning, and encourages diverse viewpoints • Reinforce the organization’s ethical stance

45. Employees want: • Truthful information, especially in person • To know how they’re doing • Trust increases if management communicates early and frequently • Shares both good and bad news • Involve employees actively, seeking opinions and ideas

46. Employee Communication Strategies Development of a plan to enhance credibility, candor, and trust must be the primary objective and should include the following five elements:

47. Strategic Communication Elements • Survey employees attitudes regularly • Be consistent • Personalize communications • Be candid 5. Be innovative

48. Employee Communication Tactics • Formal Communication Paths • Online Communications • Intranet • Print Publications • Desktop Publishing • Employee Annual Reports

49. Employee Communication Tactics • Bulletin Boards • Suggestion Box/Town Hall Meetings • Internal Video • Face-to-Face Supervisory Meetings

50. Timely and valuable communications that gain and maintain shareholder support Investor Relations