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Preface
As the nature of man to explore, hunt the ways
and paths. To achieve his set of goals in
shortest and simple way to success. Wise
people do use their wits and techniques.
We present a state of the art view of the
activities of the Marketing operation manager
functions. Operation is an exciting area of
management that has a profound effect on the
productivity of both manufacturing and
services. The goal of this report is to present a
broad introduction to the field of Marketing
management operations and Public Relation in
a realistic, practical manner. Having a solid
understanding of the role of public relation in
an organization is of substantial benefit to you.
This report will help to understand the
relationship of organization and its public.
Public Relation In Corporate Sectors______________________________
Abstract
The abstract of this project is to understanding of field of
Marketing Management as a public relation Practionaer in most
efficient and the easiest way and it is also attractive, increase the
efficiency, and enjoyable style. Public Relation Includes a blend of
topics like definition, funtions of PR, what PR Practioner do,
qulities of PR practioner It will also help to how people organize
themselves for productive eneterprise.
Table of Contents
S. No TOPICS Page#
1.1 Introduction 1
1.2 Design of study 2
1.3 Objective behind the project 3
1.4 The scope of public relations 3
1.5 Limitation of the project 3
1.6 History of public relations 3
1.7 Meaning and introduction 4
1.8 What is public? 4
1.9 What are relations? 5
2.0 Definition of public relations 5
Interpretation of definition 6
Public relations and corporations
Corporations reputation
Importance of public relations
2.1 Why public relation is important? 7
How does public relation work? 8
2.2 Career opportunities in public relations 9
2.3 Public Relations for the Stars: Publicists 12
2.4 Working For Companies: Public Relations Firms 16
2.5 Considering a Public Relations Career? 17
2.6 Element of public relations 20
2.7 Objectives of public relations 25
2.8 Important role of public relations 27
2.9 Key Tools for Public Relations Practitioners 31
3.0 The PR Brief - What It Should Include 33
3.0 Organizational and Societal Functions of PR 35
What Does A Public Relations Person Do? 37-49
3.1 Functions Of Public Relations 38
3.2 Various Publics For Public Relations 39
3.3 Essential Qualities Of Good Public Relations 40
3.4 Need For Public Relations 41
3.5 Public Relations Tools 42
3.8 Public Relation In Levi’s Company 46
3.9 Vision and Values….. 47
3.9 Sears And Levi's Present Christina Aguilera In Concert 48
4.0. Bibliography 49
50-63
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"In a truly democratic society, everything depends upon the consent of the
public." - Thomas Jefferson
Design of study
In today’s modern and fast world style & fashion carries a lot of importance. This
obviously means that the Garments organizations are also prospering, yet they
practice PR. So to know what are the activities they perform I have taken the topic
of PR
Objectives behind the project:-
1) To get an insight through the concept of PR.
2) To know what are the activities performed by Levi’s.
3) To see whether what is being described in the theory
of PR whether it is exact or not
What Is Public?
Public is a group of similar ideas, an assortment of persons having the same interests,
problems, circumstances & goals. They vary in their forms & sizes they have a multitude
of wants & desires. Each group has its own likes & dislikes. Group can be classified as:
- Employees form a group/public; employers form another group, etc. Other members of
the public can be dealers, wholesalers, investors, etc. Each of this group is a public &
everyone tries to attract a district audience with its varied tools & techniques. A public
may also be made up of a no. of individuals who are unorganized & hard to identify but
who for widely varied reasons have a common interest in the matter at issue. Today,
however, when modern means of common make vast number of people aware of
controversial issues & common interests, publics tend to be large & impersonal. These
publics involve people who are not known to each other & are widely distributed over the
country, or even among a number of countries. The members of such public rarely meet
each other face to face or have much direct communication. The impersonal but
powerful publics are numerous in today’s high complex society. But finally the public is
any group of people who share common interest.
Public Relation In Corporate Sectors______________________________
Relations:-
“The discipline which brings out the rewards in generating “mutual understanding
“and the risks involved in misunderstanding between individuals, groups,
governments and nations in this restless world the shape and content of which
tend to be rapidly changing.’ K.R.Balan:
“PR is the management function which evaluates public attitudes, identifies the
policies & procedures, of an organization or an individual with pubic interests &
plans & executes a program or action to earn public understanding and
acceptance.”(Editor of PR news)
“The discipline which looks after the reputation, with the aim of earning
understanding and support, and influencing opinion and behavior .It is the planned
and sustained effort to establish and maintain goodwill and mutual understanding
between an organization and its publics “. (The Institute of Public Relations,
London, UK)
Corporate Reputation
Corporate reputation is the sum of the values that stakeholders attribute to a
company, based on their perception and interpretation of the image the company
communicates and its behavior over time Brands and brand management should
now be considered part of the Public Relations armory, especially for corporate
brands. The hub of the reputation wheel is brand, as it is around this construct that
most reputations are lost and made
Public relations professionals do more than draft press releases and build
relationships with key media representatives. They must also be familiar with the
attitudes and concerns of consumers, employees, public interest groups, and the
community in order to establish and maintain cooperative working relationships.
In addition to fulfilling their traditional role of getting a company's message out to
its audience, those who have completed their studies in communications and
public relations may also be responsible for developing and running programs
designed to keep the lines of communication open between company and
organization representatives and their various audiences. This might include such
activities as scheduling speaking engagements for key company staff and speech
writing.
At its core, public relations revolve around this universal truth: people act based
upon their perception of facts. By managing, controlling, or influencing people's
perceptions, public relations professionals hope to initiate a sequence of behaviors
that will lead to the achievement of an organization's objectives. When those in
public relations successfully create, change, or reinforce opinion through
persuasion, their primary objective is accomplished.
Public Relation In Corporate Sectors______________________________
2. Empathy:
Empathy means feeling with the other person to analyze others point of view & is
regarded as primary pre-requisite for a satisfying experience in a relationship
where a certain degree of depth of understanding is expected.
3. Persuasion:
`There are 2 forms of interaction between individuals or groups
a) Force or compulsion b) persuasion.
If one party compels another to do something instead of perusing him this is
called Despotism. It is against the principle of proper conduct sanctioned by
society. A sense of human interest on the person who is being persuaded will
understand & appreciate the cause & effect of this action.
4. Dialogue:
3. To win friends.
4. To influence people.
11. To create and maintain the image or reputation about the company.
14. To help the public to love life and work for better or for worse without
conditions.
17. To provide information about the activities of the company to the press and
writers.
18. To prepare and supply the public with information about the organization like
price, quality, export, employment, and other special features.
19. To ascertain public opinion, conduct opinion research, and understand public
attitudes on the organization, profession and practice.
21. To undertake programmes like sales training courses for retailers, wholesalers.
* Politicians attract votes and raise money, and craft their public image and legacy
Experienced public relations agencies have formulation press releases into which
they can plug the company news, as well as a targeted list of publications for their
industry. Truly good public relations agencies generally have a good working
relationship with key reporters, boosting their chances of getting coverage. Some
public relations agencies deal only with large, established clients, while smaller
boutique public relations agencies specialize in certain areas.
Public Relation In Corporate Sectors______________________________
Most public relations practitioners are recruited from the ranks of journalism.
Public relations officers are highly trained professionals with expertise and
knowledge in many areas, for example shareholder management during a crisis,
the evolving role of the in-house public relations professional, account
management skills for public relations, an introduction to financial public
relations, an introduction to consumer public relations, an introduction to public
relations software etc.
For me, word count does not matter. Content does. And this, in my view, is what
a good agency brief should include:
This section must give as much flavor about the dimension, character, values and
principles of an organization to help PR agency familiarization but also to aid
external corporate positioning.
This section begins to deal directly with the company's public outreach strategy
and begins to provide insight into the more direct role a PR agency can be
expected to play in support.
5) PR Agency Objectives
This section deals with the very specific company requirements of the PR agency
and should relate clearly to the above company analysis. It should form the basis
of the final agency quote and be embedded within subsequent contractual
obligations. For example:
A good client brief is the precursor to any agency pitch and final selection; it sets
clear client-agency expectations and is integral to final contractual obligations; it
is the reference against which ongoing agency performance can be objectively
measured and reviewed.
A good agency, as I mentioned in my last post, will engage with this brief, may
challenge it and generate value-adding discussion to help move the company
forward in its thinking.
My passion for a good client brief stems from the conviction that, without a brief,
there is no performance. And without performance, the communications role will
never be viewed as a robust, commercially-minded and trusted entity within an
organization. It is ultimately, therefore, a tool of professional and personal
credibility.
Media relations account for one of the many organizational functions of the public
relations processes. The mass media is an amazing feature of corporate America.
One of the public relations characteristics is the attempt to influence its publics.
Public relations activities assist the public in helping them to understand the
organizations and the products they have to offer (McNamara, C. 2007). Similar
to the results of advertising and promotions public relations depend on
implementing any designs of a public relations plan.
newspaper, magazines, and television (2007). The organization does not have
very much control over the message in the media especially in regards to
advertising. The results of opinions to be expressed are generally left in the hands
of the reporters and writers.
A public relations firm must be equally honest and possess a great deal of honesty
and integrity in dealing with various groups of the society and choose its clients
with care, so that it can avoid the mutual embarrassment of facing the tattered
reputations of two firms, namely itself and the company it is representing
While it has been valued since humans first began congregating, the idea of public
relations as a profession is less than 100 years old.
Public Relation In Corporate Sectors______________________________
1. Policy:
2. Publicity:
3. Product Publicity:
5. Community Relations:
6. Shareholders Relations ;
7. Promotion Programmes :
8. Donations:
Public Relation In Corporate Sectors______________________________
9. Employee Publications:
The owners of the company are the shareholders with whom the company
always has to communicate about various matters. Most companies use
personal visits, telephone calls, mailing and supplementary reports to keep
shareholders informed, interested and satisfied. Communication with them
may include reports, matters on corporate meetings, dividend enclosures,
magazines, special mailing, notices, resolutions, minutes, periodic
correspondence, financial matters, press releases etc.
Communication with the shareholders may cover many subject matters such as :
3. Certificate of transfer;
The public should be informed about various products of the company and
their uses; comparative advantages, price differentials, product, after sale
services and changes must be communicated promptly. Qualitative
communication ensure the promotion of a positive favorable atmosphere,
develops friendly and confident feelings towards the company and its
product.
(c) To have a regular and prompt press information service and to answer
enquiries from the press and radio.
(t) Motion pictures are other important media for public communication
which portrays the company’s operations highlighting the economic?
Advantages of the company's area of operations. Mass media are the
gateway of the company for communication with the public. The public
relations department of the company is mainly responsible for promoting
goodwill among the outside public.
3. Customer Relations
4. Government Relations
5. Dealer Relations
6. Inter-organization Relations
It has been observed that a firm simply cannot exist or survive unless it is
related with other firms in the industry. Inter-industry and intra-industry
information exchange is necessary to make comparison and to run on
smooth and competitive lines. Business houses undertake much inter-
company communication to bridge the communication gap between the
organization and outside entities. Very often one notices that companies
resort to inter-corporate and inter-institutional communication. Companies
are also involved in information exchange to know the various
sophisticated techniques adopted, the handling of production, appraising
people about the organization’s march, social responsibilities discharged
and getting their employees informed about the movement of employees
in comparable organizations.In present day competitive structures a firm is
expected to catch up on the efficiency attained by competitors, and make
efforts to reach and exceed them. Communication between the
Public Relation In Corporate Sectors______________________________
7. Complaints
1. Communication :
3. Information Load:
Also called message load or quantity, The skeptic will, of course, draw our
attention to the flood of information to which we are all exposed today.
The proper reply to this is that this flood is largely without direction and
that it is incomplete or inaccurate. Information must be prepared. Essential
information must be separated from trivial matter, and the interest of the
receiver must be aroused in the right direction. In the organization that
ignorance, the inability to appreciate or organization , superficial
knowledge is extremely likely to result in dislikes, dissatisfaction and
outright rejection with all their disastrous consequences. What we require
is a fair means of information which eliminates existing or awakened
suspicions, which builds up understanding, and creates confidence. This
is what we call Public Relations.
1. Corporate Advertising
basic principles of its enterprise, notably with respect to foreign collaboration for
the reader to shed light on the economy or the society in which he lives.
Publicity
PUBLIC RELATIONS
IN
LEVI’S COMPANY
Public Relation In Corporate Sectors______________________________
known worldwide for its Levi's brand of denim jeans. It was founded in 1853
when Levi Strauss came from Buttenheim, Franconia, (Kingdom of Bavaria) to
San Francisco, California to open a west coast branch of his brothers' New York
dry goods business. Although the company began producing denim overalls in the
1870s, modern jeans were not produced until the 1920s. The company briefly
experimented (in the 1970s) with employee ownership and a public stock listing,
but remains owned and controlled by descendants and relatives of Levi Strauss'.
We will market and distribute the most appealing and widely worn apparel brands.
Values
Our values are fundamental to our success. They are the foundation of our
company, define who we are and set us apart from the competition. They underlie
our vision of the future, our business strategies and our decisions, actions and
behaviors. We live by them. They endure. Four core values are at the heart of
Levi Strauss & Co.: Empathy, Originality, Integrity and Courage success.
Situation Analysis:
The greatest challenge posed by the sponsorship was developing national and
local programs The PR team researched teen views, trends and interests to design
programs that appealed to them, while creating synergy between Sears, Levi’s and
Christina. In addition, the PR team determined the best way to reach this young
audience¾through television, teen-specific magazines, Hispanic publications,
newspapers and pop radio stations¾and concentrated media efforts to target these
media.
Strategic Approach
Public Relation In Corporate Sectors______________________________
To keep Sears and Levi’s in the news prior to and throughout the tour, the PR
team developed a two-tiered public relations program to support both national
activities and local events in the 35 tour markets. In addition to working with the
Sears and Levi’s advertising, event marketing and promotions groups to promote
the integrated marketing campaign, the PR team developed national and local
public relations-driven events to fully leverage and maximize awareness of the
Sears and Levi’s Present Christina Aguilera in Concert tour.
Execution Elements
Tour Launch: In April 2000, Sears, Levi’s and Christina announced the details of
the sponsorship during a radio media tour in New York City. The PR team also
secured placements in USA Today and on the television entertainment program
Access Hollywood. Sears and Levi’s PR then partnered with Access Hollywood to
make the show the “official program” of Christina’s tour.
Following the tour launch, the PR team continued to build excitement with the
distribution of tour media kits. The kits were distributed nationally to business,
entertainment, teen, Hispanic and consumer media, and locally to business,
entertainment and youth/teen reporters in the 35 U.S. tour cities. Extensive
follow-up ensured vast media coverage of both the consumer and business angles
of the sponsorship. Sears and Levi’s also teamed with teen magazines, including
Teen and Seventeen, to create exclusive “Sears, Levi’s and Christina” sweepstakes
for prizes including the chance to meet Christina backstage before a show.
National Promotion:
The Sears and Levi’s PR team provided support for the Sears and Levi’s Present
Christina Aguilera in Concert tour national sweepstakes, focusing on the
sweepstakes announcement and the promotion fulfillment. To kick off the
promotion, Sears announced the shopping spree sweepstakes through a national
media campaign
Challenges
Flexibility and creativity allowed the Sears PR team to continue achieving goals
throughout the course of the sponsorship in light of several obstacles. Last year’s
SAG/AFTRA strike prevented publicity surrounding the filming and launch of the
advertising campaign, a key component of the PR plan. However, the PR team
shifted the focus to a “marketing campaign” launch, pushing the business angle
and resulting in numerous national hits. Though Christina’s participation in the
Public Relation In Corporate Sectors______________________________
Sears and Levi’s PR program was limited by her schedule, Sears and Levi’s
maximized the media and consumer exposure of her involvement through sound
bites obtained during/for satellite media tours, video news releases and a public
service announcement.
“Conclusion”
Public Relation is the communication function between
organization and its publics. Public Relations is related to
ethical questions and ensuring that Practitioners or
Marketing Manager operate ethically is fundamental to the
professionalism and credibility of the Field.