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E4-

E4-E5 (MANAGEMENT)

Corporate Image Building


&
Public Relations

For internal circulation of BSNL only


WELCOME

• This is a presentation for the E4-E5


Management Module for the Topic: Corporate
Image Building & Public Relations.
• Eligibility: Those who have got the Up gradation
to from E3 to E4.
• This presentation is last updated on 21-3-2011.
• You can also visit the Digital library of BSNL to
see this topic.

For internal circulation of BSNL only


AGENDA

• Corporate Image
• Tools for building corporate image
• Public Relations
• Expectations from PR
• Ways to promote corporate image through PR
• Corporate Image and Public Relations
Campaign

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Image

???
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Contributors to corporate image
Media
Communications Employee
Investor Communications
Communications

Community
Corporate Communications
Image
Consumer
Communications Government
Crisis Communications
Communications

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Important tools for image building

• Branding
• Corporate Identity Manual
• Advertising
• Public Relations

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Branding

• Needed to differentiate offer of one company from


other’s
• What the brand conveys to target group
• House of brands V/s Branded House

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Corporate Identity

• Definition: A collective understanding of the


organization’s features presumed to be central
and relatively stable and that distinguish the
organization from others.

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Examples of Identity

• What words do you associate with the following


firms?
– Infosys
– Microsoft
– Sony
– HP
– Tata

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Corporate identity

• Tag lines
• Logos
• Identity manuals
• Stationary, standard templates, anthem, dress
code, color codes, vehicles etc.

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Can you recollect from memory

Quote Company
• Invent
• Applying thought
• Express yourself
• Kar Lo …
• Connecting….

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Typical identity issues

• Financial soundness
• Ability to attract, develop & keep talented people
• Responsibility to the community & environment
• Leadership in field
• Quality of management
• Quality of products & services
• Innovativeness

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Developing a reputation

• Org. Strategy
– Corporate Communications
– Projected images
• Institutional Mandates
– Reports by media and others
– Refracted images
• People select images

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BSNL Status

• Connecting India
• All ads give same look & feel?
• Employees know about corporate identity
manual?
• All our customer correspondence have synergy,
similarity, layout, color scheme, simplicity?
• Our showrooms, CSCs, offices, buildings etc.

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Image elements

• Integrity (honesty, loyalty, determination,


strength, completeness, dependability)
• Value (Customer perceived value, worth the cost)
• Consistency in delivery
• Leadership (establishes knowledge of market
place)
• Innovation (creative, newest, need fit)

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Business Today: Image survey

• Visibility score-f(size of article, position in paper,


readership of publication)
• Image score-f(strength of visibility score: 1,2 or –1
for neutral, positive or negative)
• Quality of Exposure: Image score/Visibility score %

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Top 5 Telecom Company scores

Company Visibility Image QoE Score

BSNL 32853.51 41518.39 119.91

Reliance Info 18527.53 21291.78 114.99

MTNL 15550* 16000* 102.87

Bharti cellular 9721.83 15016.41 144.98

Tata tele 7361* 10000* 135.84

* Projected from graphical details

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Economic Times-AC Nielsen Trusted brand Annual survey

Telecom sector ranking


Brand Rank-07 Rank-05 Rank-04 Rank-03

BSNL 3 1 1 2

Airtel 1 2 3 3

RIM 2 3 2 1

Tata 4 4 4 5

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Other achievements

• BSNL selected as Superbrand 2007

• Golden Peacock Award for Corporate Social


Responsibility: 2005 Award instituted by
Institute of Directors, Centre for Corporate
Governance in association with World Council
for Corporate Governance

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Other achievements
• CNBC Awaaz award 2007 Best Broadband and
Landline service provider
• CNBC Awaaz 'Hall of Fame' special award 2008
• Voice & Data Top Fixed Services, NLD, and
Broadband” 2008
• Voice & Data Top Fixed Services and
Broadband” 2009
• CNBC Awaaz award 2009 Best Broadband
service provider
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Advertising

• Various media
• What is the public appeal
• What is the Top of mind recall

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Public Relations

A planned and sustained effort to bring out a


harmonious interaction between an organization
and the community, through dissemination of
information and ideas about the organization, to
its publics and to provide feedback from the
publics to the management

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PR characteristics
• A planned effort or management function
• The relationship between an organization and the
publics
• Evaluation of public attitude and opinion
• A mouth piece for organization’s policies, procedures
and action as they relate to the publics.
• Execution of an action and/or communication program
• Handle adverse situations, development of good rapport,
goodwill, understanding and acceptance through a two-
way communication
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Expectation from PR

• Relationship with customer


• Better community relation
• Support to opinion leaders
• Reduce tension
• Take care of productivity
• Confidence in the value of the company

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Different ways to promote corporate
image through PR
• Relation with the media
• Annual report and stockholder meeting
• Investors indifference
• Community relationship
• Employees good will
• Recruitment drives
• Write own articles through media
• Political lobbying/Trade associations/Seminars
• Events for good will
• BU can use PR as a tool
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Five basic principles of good employee
relations are

• Employee must be told first


• Tell the bed news along with the good
• Employee must be informed for innovations,
opportunities etc
• Use the media with employee trust

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Press Conference check list
• Venue arrangement
• Invites to journalists
• Program details
• Banners
• Branding material
• Names of people on dais
• Name plates
• Reception table outside venue
• AV arrangement
• Collar, table, Podium and cordless Mike
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Press Conference check list
• Press docket
• Press Release including Hindi & regional language
versions
• Supplementary information
• Pen/Pad/Folder
• Photographer/Video recording
• Arrangement for Electronic media [platform]
• Relevant photograph if any
• Refreshments
• Gifts if needed

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Interviews

• Set up- venue


• Story theme
• Ground work- May ask for advance
questionnaire
• BSNL point of view
• Preparation for Live shows

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Key to Good Media relation
• Understand journalists, their nature, inclination toward
competitors (read past/recent coverage by the journalist)
• Keep their interest alive [Give them stories/News to
break, help them with information while protecting
company interests]
• Keep good relations with editors/bureau chief
• Learn to tackle nuisance value
• Prompt rejoinder to customer queries/false stories [most
of the times, it is better to ignore]
• Keep yourself well aware of past and latest
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Corporate image and PR campaign

• Analysis and research to identify all the relevant


factors of the situation
• Establishes an overall policy with respect to the
campaign and define goals and desired
outcomes
• Outlines its strategies and tactics
• Actual communication with the targeted public

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Sum up

• Branding plays an important role


• Corporate Image building is dependent on many
factors
• Public Relation has to be used properly for
better results

For internal circulation of BSNL only


For internal circulation of BSNL only

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