Public relations

Содержание

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Definition Public Relations are a group of communication tools serving to

Definition

Public Relations are a group of communication tools serving to create

permanent relations of the organization with its environment.
Public Relations include the responsibility and the willingness to act in the interests of the organization and its environment.
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PR activity base Public relations are based on obtaining public support

PR activity base

Public relations are based on obtaining public support (or

each environment surrounding the organization).
Because many programs of shaping public opinion are based on communicating through the media, honesty, openness and subsidiarity are the basic categories of contacts with the media.
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Mission statement The essence of the reasons for the organization existence.

Mission statement

The essence of the reasons for the organization existence.
It generates

a unique selling proposition, positioning, objectives, strategies.
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Corporate culture Common values Expressed by patterns and heroes Reinforced by

Corporate culture

Common values
Expressed by patterns and heroes
Reinforced by rituals and customs


Source of collective work, productivity and morality
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Reputation Induces latent willingness to accept, trust and faith. Unexpected, self-driven

Reputation

Induces latent willingness to accept, trust and faith.
Unexpected, self-driven force being

the source of human action.
The honor and integrity of the manufacturer is the priceless ingredient of every product.
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PR functions Developing knowledge and understanding for the organization and its

PR functions

Developing knowledge and understanding for the organization and its activities.


Creating internal and external image of the organization.
Creating goodwill towards the organization and its activities.
Provoking the involvement of internal and external environment of the organization for its business.
Facilitating the current problem-solving and eliminating the effects of a crisis.
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PR audiences State and local authorities Opinion leaders Business partners Consumer

PR audiences

State and local authorities
Opinion leaders
Business partners
Consumer organizations
Professional organizations
Media
Emploees
Consumers

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Internal PR Internal PR is one of the important areas of

Internal PR

Internal PR is one of the important areas of public

relations including team activities directed at the "internal environment" of the organization.
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Audiences of Internal PR Employees Associates Workers’ family members Organization management Owners and investors Former employees

Audiences of Internal PR

Employees
Associates
Workers’ family members
Organization management
Owners and investors
Former

employees
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Importance of Internal PR Staff and other participants of "internal environment"

Importance of Internal PR

Staff and other participants of "internal environment" are

the most credible ambassadors of the institution.
They create favorable image of the organization.
Neglected information policy, even in the smallest environment lead to the creation of an informal exchange of information.
Unflattering rumors leak out.
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The Aim of Internal PR The most important goal is to

The Aim of Internal PR

The most important goal is to create

a dialogue with the internal environment.
It needs to create the attitude to listen to the voice of workers and the whole internal environment.
The incoming signals can not be ignored.
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Audiovisual communication Audio systems Internal television Emploee wortals Intranet Mailings Mobile

Audiovisual communication

Audio systems
Internal television
Emploee wortals
Intranet
Mailings
Mobile

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Information boards Location Functions: simple information, explanation, attitude change Open space

Information boards

Location
Functions: simple information, explanation, attitude change
Open space - kind of

Hyde Park, where people could post their information, comments, announcement, greetings
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Corporate events Adaptation Motivation Team building Integration

Corporate events

Adaptation
Motivation
Team building
Integration

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Other Internal PR Instruments Corporate press Meetings Letters from the board

Other Internal PR Instruments

Corporate press
Meetings
Letters from the board (eg, congratulations on

the occasion of anniversaries and special achievements)
Box of comments and ideas
Competitions
Trainings
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Media relations – the idea Organizations operate in a particular environment.

Media relations – the idea

Organizations operate in a particular environment. Whether

they will be effective in their action, largely depends on the social perception (awareness, acceptance or even involvement). Thus, organizations communicate their environment what they are doing. One way to fulfill this task is to reach out to the media (and through them to ordinary people).
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Media relations Media relations rely on keeping in contact with journalists,

Media relations

Media relations rely on keeping in contact with journalists,

so that in the media (press, radio, television) there is information on the achievements and accomplishments of the organization.
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Levels of media relations Formal Informal

Levels of media relations

Formal
Informal

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Formal media relations Agreements Advertising services Media patronage

Formal media relations

Agreements
Advertising services
Media patronage

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Informal relations The organization should establish contacts with journalists in order

Informal relations

The organization should establish contacts with journalists in order to

gain their kindness and hospitality. Then they will willingly and competently write about it.
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Establishing relationships Determine the goals of media contacts Determine media contact

Establishing relationships

Determine the goals of media contacts
Determine media contact
Build a database

of contacts to the media
Prepare a proposal for cooperation
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Maintaining relationships Regular transfer of good information (attractive, well-prepared, meet the

Maintaining relationships

Regular transfer of good information (attractive, well-prepared, meet the standards

of a good message);
Willingness to help - if the journalist is looking for help, give it or direct him to the right place;
Exclusiveness - serving them as the first important information and highlight it;
Equilibrium in contacts (not too often, not too rare).
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How to choose journalists? If the organization needs to inform the

How to choose journalists?

If the organization needs to inform the media

about something disturbing or very important, it is basic to identify the proper journalist.
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When to contact the media? The organization should contact the reporters

When to contact the media?

The organization should contact the reporters when

it has something to say to interest them.
Not too often, but not too rare.
If the organization wants to convey the invitation to the event – it should contact in advance (not day to day, but not a month in advance - journalists forget).
It is worth to know the editorial cycle.
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What is interesting for media? The journalist does not work for

What is interesting for media?

The journalist does not work for himself,

but for his readers. His curiosity is also their curiosity.  For the journalists a valuable information:
is actual - the highest value of "fresh news" is that the journalist will give it first (being actual also means to provide information in a timely manner, allowing for the publication, and not at the last minute);
concerns many people, the environment, which the medium adresses;
is interesting, distinctive, original;
relates to a known person.
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Forms of media relations Press release Meetings (press conferences, briefings, press

Forms of media relations

Press release
Meetings (press conferences, briefings, press breakfasts).
Events (presentations,

visits, incentives)
Replying to questions
Regular direct contacts
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Forms of press releases Regular press release Background release (backgrounder) Press

Forms of press releases

Regular press release
Background release (backgrounder)
Press statement
News release
Feature release
Dementi
Advertorial

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advertorial

advertorial

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How to react to media interest? Do not panic. Find out

How to react to media interest?

Do not panic.
Find out what the

journalist calls for.
Try to respond quickly (usually the information is needed for "yesterday")
If you cannot answer the question right away, you need to apologize and make an appointment for later.
Be honest.
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The situations of media interest Media require expert explanation or specialized

The situations of media interest

Media require expert explanation or specialized data
They

are interested in a particular action
The effect of the press release
"Sensation"
They call us, but the matter does not concern us
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How to answer the journalists questions? Speak clearly Speak briefly Give

How to answer the journalists questions?

Speak clearly
Speak briefly
Give specific examples
Respond quickly

to questions and requests from journalists for comment
Control what you say
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Sponsoring definition Sponsoring is direct or indirect financing or co-financing of

Sponsoring definition

Sponsoring is direct or indirect financing or co-financing of the

project, the person or institution in exchange for promotional benefits for the sponsoring entity.
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Perspective of the sponsored Sponsorship is to obtain cash or other

Perspective of the sponsored

Sponsorship is to obtain cash or other support

by the beneficient to make its operations possible from an economic and technical point of view.
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Sponsorship categories sports culture social sphere science ecological

Sponsorship categories

sports
culture
social sphere
science
ecological

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Sponsored objects Personal Institutional Project Media

Sponsored objects

Personal
Institutional
Project
Media

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Forms of sponsorship financial goods services media patronage honorary patronage

Forms of sponsorship

financial
goods
services
media patronage
honorary patronage

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Forms of promoting sponsors Name Emblem License

Forms of promoting sponsors

Name
Emblem
License

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Features of sponsoring long-range interaction high intensity of the impact effective

Features of sponsoring

long-range interaction
high intensity of the impact
effective channel of communication
the

right image: the use of the phenomenon of the image transfer
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Sponsorship strategies Concentrated strategy Suplemental strategy

Sponsorship strategies

Concentrated strategy
Suplemental strategy

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Corporate identity set of characteristics that distinguish the company from significant

Corporate identity

set of characteristics that distinguish the company from significant others,

especially its competitors. It is a team of attributes and values ​​to enable us to present themselves in a particularly vivid way to correctly identify themselves and their products or services.
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Corporate identity - explanation It shows the company’s character inside and

Corporate identity - explanation

It shows the company’s character inside and outside

in a visual form such as on buildings, transport, work uniforms and wherever there is any contact with the environment. A properly constructed and managed identity is one of the most effective means of inducing confidence among customers.
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Corporate identity functions The medial function The elements of identity are

Corporate identity functions

The medial function
The elements of identity are carriers of

the nature of the business and a factor influencing selection decisions by customers.
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Corporate identity functions The competitive function In a market where the

Corporate identity functions

The competitive function
In a market where the competition offers

goods of similar value in use, quality, price and appearance, the final decision of the buyer is beneficial to companies with well-known and clearly marked identity.
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Corporate identity functions The identification function Identity allows the company to

Corporate identity functions

The identification function
Identity allows the company to determine the

form of its communication with customers and partners. This may manifest as a kind of language, set of signs or symbols. With its own recognizable language that can communicate with the environment, the company is gaining additional elements distinguishing it on the market.
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Creating the corporate identity The company creating its own identity should

Creating the corporate identity

The company creating its own identity should answer

the following questions:
What is the company and how it changes?
Where it is going and what position it wants to achieve?
What makes it different from the competition?
What it does and how it does it?
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Corporate identity structure

Corporate identity structure

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Corporate behaviour Corporate behaviour is the behaviour of an organisation when considered as a single body.

Corporate behaviour

Corporate behaviour is the behaviour of an organisation when considered as

a single body.
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Corporate communication Corporate communication is the set of activities involved in

Corporate communication

Corporate communication is the set of activities involved in managing and

orchestrating all internal and external communications aimed at creating favourable point-of-view among stakeholders on which the company depends.
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Corporate design The term corporate design or corporate appearance contains the

Corporate design

The term corporate design or corporate appearance contains the visual

image of a company or organization. These include primarily the design of the communication (company logo) but also business papers, advertising, packaging, websites and others, as well as product design.
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Дитя он русской был земли. К 800 - летию Александра Невского

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