1. THINK Public Relations
Wilcox/Cameron/Reber/Shin

2. Ch 15: Corporate Public Relations

3. Overview Managing corporate reputations Media relations
Customer relations
Employee relations
Investor relations
Marketing communications
Environmental relations
Corporate philanthropy

4. Managing Corporate Reputations
Public suspicion and distrust of giant corporations and business in general
The role of public relations
The importance of corporate social responsibility
The eyes and ears of an organization
Reputation management

5. Image of Corporations
The large size of corporations can distance them from stakeholders.
Why do corporations seek to achieve better reputations? It helps the bottom line.
A survey conducted by Hill & Knowlton found that Canadian CEOs believed print and broadcast media were the biggest threat to their company’s reputation.

6. American Opinions about Big Business

7. Corporate Citizenship by the Numbers

8. What Do You Think?
Why is CSR important to today’s corporations? How does public relations contribute to CSR?
What is CSR? Corporate Social Responsibility

9. Media Relations Many CEOs see journalists as the enemy.
PR must educate both the organization and the press.

10. Customer Relations
Customer Service is the front line of public relations.
The importance of customer satisfaction for loyalty, positive word of mouth, and reputation
PR must actively listen to consumers and convey concerns back.

11. Consumer Activism DO DON’T 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

12. Consumer Boycotts Boycott
A refusal to buy the products and services of an offending company
The efficacy of consumer boycotts is mixed.

13. Employee Relations
Employees are the “ambassadors” and a primary public of corporations.
PR often works with human resources on employee communications.
Challenges
Morale
Sexual harassment
Layoffs and outsourcing

14. Investor Relations
Requires knowledge of finance and government regulations
Investor relations staff primarily communicate with institutional investors, individual investors, shareholders, prospective shareholders, and the financial media.

15. Marketing Communications
Product publicity
Product publicity and product placement are often part of marketing communications.
Cause-related marketing
Involves partnerships with nonprofits to promote a particular cause

16. Corporate Sponsorship
Enhance reputation
Give product brands high visibility
Provide a focal point for marketing efforts and sales campaigns
Generate publicity

17. Viral Marketing “Buzz” about a product or service
Enhances reputation management and message dissemination
Adopted terminology and some special techniques

18. Environmental Relations
Corporate concern for the environment and sustainable resources
Examples
Shell
American Apparel
Proctor and Gamble
Starbucks
Coca-Cola
Merck

19. Corporate Philanthropy
Strengthens reputation
Increases favorable publicity
Be careful about touting good deeds.

20. Charitable Donations by Corporations

21. business. , brand equity, stakeholder relations…
Corporations should participate in corporate philanthropy in order to build:
business. , brand equity, stakeholder relations…

22. Corporate sponsorships provide:
reputation and image enhancement, brand visibility, a focal point for marketing and sales, publicity and media coverage

23. The primary purpose of “viral marketing” is to:
stimulate impulse purchases or downloads.

24. The initials IPO stand for: (and why is this important to business?)
initial public offering

25. Securities and Exchange Commission
What government regulatory agency oversees the financial matters of public companies?
Securities and Exchange Commission

26. Federal Trade Commission
In the United States, which government agency regulates truth in advertising?
Federal Trade Commission