Enterprise public relations

PR practices in US &China What is PR? 1. Why need PR? 2. Cases related 3. Difference and commonality 4.

Content conscious planning activities two-way information exchange process it is a behavior of the output of the process It will be the public interest in the first place It is one kind of management function

Enterprise public relations work procedures public relations survey public relations program public relations plan implementation public relations effect evaluation

Crisis public relations Characteristic ：Accidental,focuses,destructive, urgency Function： Brand maintenance, product marketing and public praise maintenance.

Function of PR On social organization On society On individual

PR is advocated and developed by social organization On social organization Collect information, test environment Output Information, establish good image Coordinate relation, improve cooperation consult advice, participate in the decision Crisis management 2,Corporations convey information about their products or services to potential customers.When new products are introduced to the market the role that public relations plays is crucial for creating awareness and differentiating the product in the public’s eyes from other similar products. 3,Public relations helps an organization and its public adopt mutually to one another." 5, When anything untoward happens like an accident in a production plant it is the job of public relations to provide honest and accurate information so that the uncertainty by the people involved directly or indirectly can be assuaged. 7

Spur the social environmental optimization On society Spur the social environmental optimization Social interactive environment Social mental environment Social economic environment

Differences & Similarities Between Organizational & Societal Functions Organizational functions involves actions concerning the company while societal functions are involved in dissipating useful information towards consumers. Both are involved in conveying messages and encouraging communication of a business organizations. Both serve as good means of developing communications and gathering data. Both use different forms of media for better creativity and convenience.

On individual Update individual perceptions Improve personal competence

Main Functions of PR Gathering information Coordinating disputes and Corporate Reputation and corporate image Gathering information Coordinating disputes and crisis management As public image is important to all organizations and prominent personalities the role of public relations specialist becomes pertinent in crisis situations. Public relations agencies provide important and timely transmission of information that helps save the face of the organization. 11

Crisis management Crisis management is the nature of activities to respond to a major threat to a person, group or organization. Typically, proactive crisis management activities include forecasting potential crises and planning how to deal with them. Crisis management often includes strong focus on public relations to recover any damage to public image and assure stakeholders that recovery is underway.

Planning For A Crisis Companies must be able to quickly answer questions and allegations about looming crisis. Crisis management is vital for every organization. There are more examples of organizations getting crisis management wrong than doing it right. The organization's most important asset is at stake, their reputation. It is useless to conceal the truth from the public because eventually someone will blow the whistle.

× Firestone continued to sell faulty tires to the public when they knew there was a problem with the product. After many deaths, Firestone recalled millions of tires, and the public wondered how long Firestone knew about the problem. Now Firestone is on the verge of declaring bankruptcy and going out of business because they made poor crisis management decisions

√ In 1991, a Pepsi customer claimed to have found a syringe in a can. Once the story hit the press, there were numerous reports of people finding screws, syringes and bolts in Pepsi cans. The Pepsi Company immediately denied that this was possible and that these claims were fraudulent. Pepsi started running ad campaigns against these incidents saying that they were "copycats" and Pepsi cans are "99.9% safe." This gave Pepsi enough time to discover what was happening.

Guidelines for Successful Social Crisis Planning 1. Understand your organization. 2. Create a new social mindset in your organization. 3. Know your consumers. 4. Form a social crisis team. 5. Roll out a social crisis communications plan.

More cases

Behind that……

purpose activities procedures

purpose increase the credibility to increase public awareness about their company build brand name recognition promote corporate name and identity

purpose sales/revenue attract investment

activities press release Advertising

activities Corporate Philanthropy Corporate Sponsorship

procedures Analysis of the situation Definition of problem areas Identification of pertinent publics Establishment of specific objectives Planning of program Implementation of program Periodic evaluations of progress

Cultural Difference Between Corporate P.R in China and U.S

Individualism & collectivism High-context & Low-context Cultural Difference between Corporate P.R in China and U.S Individualism & collectivism Power distance High-context & Low-context

Individualism & Collectivism

relationship; loyalty Individualism & collectivism Americans Personal goal Individual Freedom Date; Fact Individualism Chinese Collective honor Interdependence relationship; loyalty Collectivism

Power Distance

Power Distance

High-context & Low-context

Thank you !