PR 3310 Principles of Public Relations

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

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

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

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

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

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

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

Corporate PR and Media Relations • Gatekeepers (editors, producers) can, and will, reject public relations efforts if they are not • Well written • Honest, truthful • 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 • That they report inaccurate information, that is incomplete, or biased • Sensationalism in some types of reporting (celebrities) • That they provoke actions • (celebrities) • Media Response is slow

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

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

Corporate PR and Employee Relations • What to do with employees • Treat your as best you can (although this is a moving target) • Turnover is very expensive • Create a safe workplace • If there is a layoff • Inform employees first (don’t let the read about it in a newspaper) • Meet with them one on one • 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 • Flextime • Can a job become a work-at-home? • Especially helpful if your job deals with international customers/employees/etc. • Compressed Work Weeks • 4 days a week with 10 hour days • Actually benefits many companies because they can “turn off” the building for 3 days • Job Sharing • Can 2 part-timers do the job of 1 (save on not paying them benefits)

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

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

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

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

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

PR 3310 Principles of Public Relations