Chapter 17

							Chapter 17
Corporations

Decision making factors
Political  Technological  Social  Economic


Today’s Modern Corporation


The Role of Public Relations
– The eyes and ears of an organization – A link between the chief executive and the marketplace – Reputation management

Media Relations


The media may be the most effective way for an organization to:
– Get a message across – Achieve business goals

Customer Relations


Customer Service is the front line of public relations.
– Reach diverse audience – Reach all consumers, especially…

Consumer Activism


DO
– Work with those interested in solutions – Offer transparency – Turn suggestions into action



DON’T
– Get emotional – Work with those who make threats – Expect immediate results

Consumer Actions
Boycott – A refusal to buy the products and services of an offending company  Public Anger - groundswell


Employee Relations
 

Employees are a primary public of corporations
– Organizational ambassadors

Media effects perception  Key Topics
– Health and social issues – Layoffs and outsourcing – Diversity in workforce
 Culture and faiths  Embracing diversity

Investor Relations


Investor relations staff primarily communicate with institutional investors, individual investors, stockbrokers, and financial analysts.

Marketing Communications
Product publicity  Cause-related marketing  Corporate sponsorships


Polling  Public relations tours


– Sporting events – Sponsoring art and music

Environmental Relations


Examples
– – – – – The Royal Dutch/Shell Group Unilever Volvo Corporation LM Ericsson Merck

Corporate Philanthropy and Social Responsibility


Benefits
– – – – – – – Strengthened reputation Increased media opportunities Improved community and government relations Employee recruitment and retention Enhanced marketing Research and development Increased profits