activities of pr

8/4/2019 Activities of PR

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FUNCTIONSOFPUBLICRELATIONS


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Your website reflectsyour corporateidentity online.Persuasive content,graphics, andnavigation all work in

harmony to make yoursite a standoutsuccess.

Your website reflectsyour corporate

identity online.Persuasive content,graphics, andnavigation all work inharmony to make yoursite a standoutsuccess.

Search engineoptimization gets yoursite ranking high onsearch engines andyour corporate

identity found on theweb.

Enhance your brand,record events,facilitate training,instruct for safety andpromote yourproducts and serviceswith corporate videoproductions

Your corporatecapabilities brochureexpresses yourcorporate identity inprint. Solidify yourbrand with greatgraphics and

persuasive, to-the-point text.

3D Graphic Designsand illustrations adddimension to yourcorporate identity. Agreat tool to impressyour customers bycreating images of a

proposed reality.

Media relations,community relations,public affairs, crisiscommunications,issue management,

and public speakingall impact yourcorporate identity.

Logo design is at theroot of building your

corporate identity,image and brand. Yourcustomers associatethe qualities of yourcompany with yourlogo.
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In todays news-driven business

environment, building and

maintaining a strong corporatereputation has never been moreimperative.


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The functions of Public Relations (PR) can be groupedinto two loose categories: organizational and societal.Many viewpoints of the functions fall into both categories

and are not mutually limited. The scope of organizational functions of PR involves

actions concerning the company, and societal functionsof PR interests' activities regarding society.

Organizational functions of PR are activities that interact

with or affect organizations while societal functions ofPR have to do with actions that connect to the public.

Communications management, media, governmentaffairs, publicity, investor relations, community relations,consumer relations, and employee relations are

organizational functions while marketingcommunications, consumer relations, public affairs andissues management plus social responsibility aresocietal functions.


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Marketers must be prepared to respond quickly toerroneous information and negative opinions aboutproducts as it can spin out of control very quicklythrough the new technology channels.

Failure to correct misinformation can be devastating

to a product or companys reputation.

It should be noted that specialized monitoringservices can be contracted to help companies keeptrack of buzz about the company and its products.


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GOODPUBLICRELATIONSCONDUCIVETOLARGERPROFITS

In this era of social consciousness, is expected to beoperated on a high plane of ethics, with every regard forthe needs, desires, and feelings of the people withwhom it deals. In other words, a business is expected to

operate in the public interest. To carry the argument stillfurther, a business, no less than an individual, isexpected to respect and observe the dictates of goodmanners and good taste.

The truth of the matter is, however, that sound public-

relations practice, besides establishing and maintaininga corporation's status as a "good citizen" and as aninstitution well worthy of public esteem is sooner or laterreflected on the asset side of the corporation's balancesheet.


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A SOUNDPUBLIC-RELATIONSPROGRAMACCELERATESSALES

If we accept the concept that the public-relationsfunctions encompass and direct the functions of paidadvertising-and this concept seems sound and logical-then the favorable influence of public relations upon thesales of products and services becomes so obvious thatit needs no detailed spelling-out here.

Beyond the range and reach of paid-for advertising,however, a sound public-relations program facilitates thework of a producer's salesmen by "conditioning" thepublic mind to accept the product and its producer.

Good public-relations practice is something more thanidealistic intentions; something more than advertisingand publicity. In business, good public-relations practiceis a way of life.


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INFLUENCEONPUBLICMOVEMENTSANDTRENDS

On a broader scale, public-relations techniques may beapplied to the task of directing public movements andtrends, and even of creating new trends.

Consider fashions. In a motion picture released at the

beginning of the week, a popular feminine star wears anunusual hat. By the week-end, that same hat, or areasonable facsimile of it, will be gracing many a retaildisplay window on New York's Fifth Avenue.Coincidence? Ask the public-relations woman who"planted" the hat in the movie in the first place.

An ideal program for any commercial organization is onewhich performs a public service, and therefore is goodpublic relations, and at the same time helps to sellgoods.


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Organizational functions and Societal functions ofPR include:

Communications managementRelationship managementMedia RelationsPublicityMarketing communicationsEmployee relationsInvestor relationsSocial responsibilityCommunity relations

Consumer relationsGovernment affairsPublic affairs and issues management


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ACTIVITIESOF PUBLIC RELATIONS


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MARKET MONITORING

Monitoring public comment about a company andits products is becoming increasingly importantespecially with the explosion of informationchannels on the Internet.

Today monitoring includes watching what is writtenand reported in traditional print and broadcastmedia and also keeping an eye on discussionsoccurring through various Internet outlets such as

forums, chatrooms, blogs and other publicmessaging areas.


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CRISIS MANAGEMENT

Marketers need to be prepared to respond quickly tonegative information about the company. When aproblem with a product arises in fact or substantiatedonly by rumor a marketers investment in a productand brand can be in serious jeopardy.

Today, with the prevalence of the Internet and wirelesscommunications, negative information can spreadrapidly. Through monitoring marketers can track theissues and respond in a timely fashion.

To manage response effectively, many companies havecrises management plans in place that outline steps totake and company spokespeople to speak on behalf ofthe company should an event occur.


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CORPORATE REPUTATION


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CORPORATE REPUTATION MANAGEMENT

Corporate reputation management is the businessof directing all aspects of an organizations

performance from the perspective of one of its mostimportant attributes: reputation.

Senior management ever more realizes thatreputation can make or break a companys bottom

line. It can boost or kill sales, attract or put offinvestment and business partners, recruit or deter

employees, influence legislators and regulators,and literally touch every audience.


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CORPORATE REPUTATION MANAGEMENTTOOLSAND TECHNIQUES

Corporate reputation management is conducted usingan array of sophisticated tools and techniques includingcompetitive benchmarking, reputation scorecards, keyperformance indicators, journalist surveys, media

content analysis, new media measurement, PRresearch, stakeholder evaluation, internalcommunications measurement, opinion polls, omnibussurveys, and crisis research.

Tools and techniques, such as thought leadership

studies, reputation survey and analysis, PR andcommunications measurement and ratingmethodologies, stakeholder research and corporateimage surveys can all be designed to support corporatereputation management.


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Reputation management is the process of tracking anentity's actions and other entities opinions about those

actions; reporting on those actions and opinions; andreacting to that report creating a feedback loop. Allentities involved are generally people, but that need notalways be the case. Other examples of entities includeanimals, businesses, or even locations or materials. The

tracking and reporting may range from word-of-mouth tostatistical analysis of thousands of data points.

Search Engine Image Protection (SEIP) Also known asSearch Engine Reputation Management (SERM),combines the science of Search Engine Optimization,

with technical and marketing expertise, for the solepurpose of protecting your name and reputation fromundesired public information accessible via internetsearch results.


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The common strategy is to overwhelm andELIMINATE negative, defamatory listings that show

up when people 'Google' your name, or the name ofyour business, removing potentially damagingsearch engine results from public view, regardlessof the source or validity of those listings

This process is central to all kinds of humaninteraction, including interpersonal relationships,international diplomacy, stock markets,communication through marketing and public

relations and sports.


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Reputation is generally wrapped around character,what an individual, organization, society or state is

known for, and it may be good, bad or ugly. Thisreputation that you are known for are real,perceived, ambivalent or totally untrue.

Reputation is different from image or branding for

the fact that the earlier can be created and the latteris an identity that evolves and establishes where anorganization is now.


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Reputation management is neither public relationnor data collecting or advertisement management,it deals with the root cause of a problem, offerssolutions, set processes in motion and monitors

progress towards these solutions. For the effectivemanagement a matrix was developed, namelyR.I.P.E matrix as its called which stands for Repair,Improve, Polish or Eleminate.


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REPUTATIONCANEITHERBE:

Excellentthis means that the organization hasobtained the highest position on the spectrum thatmakes its reputation to be impeccable and this meansthat all the indices that ensure the best corporate

governance are present; high quality of service/product,strong corporate compliance, strong brand values andcommunication, anticipate and manage risk properly,relate well with all stakeholders (internal and external)without any major friction, fulfills contractual

agreements, communicate effectively, learn from othersmistakes and above all have clear and transparentvision, strategy, plan and be trustworthy.


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Good organizations that belong to this category

have almost everything that were mentioned in theexcellent category but one or two of them may bemissing.

Bad organization that belong to this section are

numerous in number this is primarily because theycontinuously break people trust in them.

Ugly this is the lowest depth of reputation, italways happen as a result of a high level of

deception by an organization or an individual iteither ruin the organization or the individuals thatsurround it.


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Also it is possible for organization to be boxed intoany of the categories that they do not necessarilybelong to because of being misunderstood or thefact that they are not transparent enough in their

dealings with the stakeholders and this can bedisastrous for the organization.


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Identifying the state of your reputation either excellent,good, bad or ugly every reputation requires attention. In

order to identify the position of an organization on thereputation spectrum there are things that can serve aspointers, here are some of them;

1. High or low employee turnover

2. Reduction or increase in market share

3. Waning or increasing shareholders confidence

4. Quality of product/service

5. Customer retention is high or low

6. Media report good or bad

7. Third party rating and award is high or non existence

8. Competitors perception of your organization

9. Host community perception


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This are what the stakeholders will use in judging thepointers earlier mention in order to situate yourreputation, so question such as;

How do you treat your staff?

How does the organization respond to crisis?

What is your rating like?

How much confidence do your shareholder/ bank have in

you?

How well do the consumers accept your product/service?

It is now left for your organization to know what is beingsaid of you and align it with your brand. Your brand may

be good and still have a bad reputation Reputation management is therefore cyclic and the one

to be use must fit the stage in which an organization isin.


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The cost of managing the reputation of an organizationwill adequately reduce if your preparatory reputationlevel is very high, reputation management could

therefore take place at any of the stages of thedevelopment of an organization, the stages and the typeof management required are listed below

Preparatory Reputation Management for the pre-establishment of the organization

Introductory Reputation Management for theintroductory level of the organization

Incremental Reputation Management for the growth erain the organization

Experiential Reputation Management for the mature eraof the organization

Perspective Reputation Management for the declinestage of the organization


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A strong corporate reputation generatesconfidencein the present as well as the futureand can power a companys success by:

Driving profitable sales in crowded markets

Attracting, motivating and retaining talentedemployees

Deterring competitors

Attracting capital resources and strategic businesspartners

Facilitating entry into new markets

Defining corporate financial value (marketcapitalization)


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DEVELOPING CORPORATE IDENTITY

Corporate identity is not just a logo or a name of a

company. Though these are the most visible of itscomponents. Corporate identity is what makes acompany special and unique.

It expresses the company's approach to business, itsvalues and business culture. It is reflected in everythingfrom the quality of the products and/or services,marketing strategies, communication media, andworking environment.

Corporate identity should tie all the different elements ofthe business together in a unifying way. Corporateidentity enables the company to build recognition and

loyalty among clients, to communicate its values andspecial approach to business in a memorable way, toestablish a benchmark of set of goals, against which theperformance can be judged, and to give employees asense of belonging to a team.


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Corporate identity is especially important for a newcompany. A well-developed corporate identity is aninvestment in the company's future. It helps to lend

credibility and professionalism to the enterprise, at atime when it is trying to become known in the market.Successful companies invest a lot of time and energyinto managing how they are seen by the world. They donot leave anything to chance when it comes to theircorporate identity. Corporate identity is also the detailedway a company is intended to be run, serving as a guideto employees as the company grows.

Developing an effective corporate identity does notnecessarily mean investing large amounts of money -but it takes time and careful consideration.Organisations can provide trade name/trademarkdesign, logo design, webpage design and corporateidentity consulting.


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EFFECTIVE NEGOTIATION TECHNIQUES

Startup entrepreneurs are not always the bestnegotiators. They step into the shoes of a businessowner for the first time and find to their surprise that nearly everythinginvolves negotiation of some kind,

and they may not always have those negotiationtechniques down. Starting a business requires, quite literally, hundreds of

negotiations. Some are small, like securing the bestprice on printing your letterhead and business cards.

Others are far bigger deals that can make or break yourstartup business from the get-go. Sometimes you arethe buyer; other times the seller. Either way, the skillsyou need to be a good negotiator are the same.


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Negotiating is an art. Simple yet effectivetechniques can make a negotiation not onlyprofitable, but more fun.

It's important to understand the entirety of what you

are negotiating not only to better understand youropponent's position, but also to ensure that you'regetting the best in the end.

You need to keep your emotions under wraps to be

effective during a negotiation.


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TEN NEGOTIATION TECHNIQUES:

Prepare, prepare, prepare

Enter a negotiation without proper preparation andyou've already lost. Start with yourself. Make sureyou are clear on what you really want out of the

arrangement. Research the other side to betterunderstand their needs as well as their strengthsand weaknesses. Enlist help from experts, such asan accountant, attorney or tech guru.


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Pay attention to timing

Timing is important in any negotiation. Sure, youmust know what to ask for. But be sensitive to whenyou ask for it. There are times to press ahead, and

times to wait. When you are looking your best is thetime to press for what you want. But beware ofpushing too hard and poisoning any long-termrelationship.


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Leave behind your ego

The best negotiators either don't care or don't showthey care about who gets credit for a successfuldeal. Their talent is in making the other side feel

like the final agreement was all theiridea.


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Ramp up your listening skills

The best negotiators are often quiet listeners whopatiently let others have the floor while they maketheir case. They never interrupt. Encourage the

other side to talk first. That helps set up one ofnegotiation's oldest maxims: Whoever mentionsnumbers first, loses. While that's not always true,it's generally better to sit tight and let the other side

go first. Even if they don't mention numbers, it givesyou a chance to ask what they are thinking.


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If you don't ask, you don't get -

Another tenet of negotiating is "Go high, or gohome." As part of your preparation, define yourhighestjustifiableprice. As long as you can argue

convincingly, don't be afraid to aim high. But noultimatums, please. Take-it-or-leave-it offers areusually out of place.


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Anticipate compromise-

You should expect to make concessions and planwhat they might be. Of course, the other side isthinking the same, so never take their first offer.

Even if it's better than you'd hoped for, practice yourbest look of disappointment and politely decline.You never know what else you can get.


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Offer and expect commitment -

The glue that keeps deals from unraveling is anunshakable commitment to deliver. You should offerthis comfort level to others. Likewise, avoid deals

where the other side does not demonstratecommitment.


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Don't absorb their problems -

In most negotiations, you will hear all of the otherside's problems and reasons they can't give youwhat you want. They want their problems to

become yours, but don't let them. Instead, deal witheach as they come up and try to solve them. If their"budget" is too low, for example, maybe there areother places that money could come from.


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Stick to your principles -

As an individual and a business owner, you likelyhave a set of guiding principles values that you

just won't compromise. If you find negotiations

crossing those boundaries, it might be a deal youcan live without.


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Close with confirmation

At the close of any meeting even if no final dealis struck recap the points covered and any areasof agreement. Make sure everyone confirms.

Follow-up with appropriate letters or emails. Do notleave behind loose ends.


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Be Confident

No matter how desperate you may be, yourappearance of confidence will set your oppositionback a bit. Be calm and cheerful, and exudeconfidence not only in yourself, but in the entirely

reasonable request that you are making. Don't inany way, shape or form indicate that you'redesperate for the deal, the job, the car, the house orthe item for which you are negotiating. You'll give

your opponent all the power in the deal in thissituation, and you will end up with a result that youmight well rue.


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Be Prepared

Prior to starting the negotiation, make sure you'reon top of every detail (for example, the cost of anyadd-ons, the price of financing, rebates available orthe going rate for contract or supplies). Having

these details available quickly gives you far morepower in negotiating as it becomes apparent thatyou understand the business issue at hand--it lendsyou credibility. If issues arise of which you were not

aware, stop the negotiation and take time to getfurther information before continuing.


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Start High?

Negotiating is not meeting in the middle. It is findinga common place of agreement. You don't have tostart too high or start low, but the deal that youstrike will not be the deal you start with. Make sure

you've built into any opening offer enough buffer sothat you can make concessions that are not oftremendous importance to you. This way, youropponent can whittle away some things, yet you still

come out ahead, satisfying both parties.


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Know What You Want

Similarly, know what your bottom line is. If too muchis being whittled away, your deal isn't going to besatisfactory. Make sure you know in advance what

is absolutely the minimum that works. Be willing towalk away if that minimum is no longer available.It's a powerful technique and one that gives achance for cooler heads to prevail if the negotiating

is becoming heated.


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Don't Lose Your Cool

If it's getting very heated, take a time out. Walkoutside, review your needs and assess where youare in the negotiation. If you've just been surprisedwith new information, either research it using your

hand-held computer or reschedule until you can befully up to speed on the item. If you're clearly too farapart from your opponent and she's unwilling tobudge, assess whether to walk away now or see

what further steps you can take, if any.


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Win-Win Solutions

When negotiating, always look for win-winsolutions, and present them as such.

If you need to get the garage cleaned, and your sonwants a new watch, you have the makings of a win-win negotiation. You might tell him, "Look, you wantthat watch, and I want a clean garage. Let's bothget what we want okay? Clean it up today and we'llget your watch. How's that sound?"

The key to good win-win solutions in your

negotiations is to find non-conflicting needs orwants.


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Exclude Competition

If you could exclude competition in any negotiation,you'll have a better chance of getting what youwant, right? How do you do that? Start by nevermentioning competition to the other side. It's

possible they don't know all their options, and it'snot your job to enlighten them.At the negotiating table, be ready to confront thecompetition head-on, when the other side brings it

up.


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Extreme Initial Positions

Everyone knows this technique, but most are afraid

to use it. A real estate investor I was talking to theother day told me, "If you aren't embarrassed byyour offer, it isn't low enough.

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