Bus & Soc Ch19
Discuss the value of a recognizable brand. What can a company do to foster brand appeal? What can customers do to voice dissatisfaction with a company's products?
Using techniques to increase the perceived value of a product line or brand over time A recognizable brand is one that can immediately signal to stakeholders how the company is different from its rival. A corporation's reputation is captured in a recognized and trusted name. a. The company's name and logo act as its signature, a sign that says they can be trusted to deliver exceptional value to customers. Involves conveying what the product or service offers-the benefits, solutions to problems or simply an experience Banks logos and colors
Evaluate public opinion influencing strategies used by business organization, such as public service announcements, image advertisements, paid content, and event sponsorship.
♣ Businesses have discovered that public service announcements are an effective means for promoting various social issues or topics that resonate with the public. ♣ Image ads promote the image, or general perception, of a product or service, rather than promoting its functional attributes ♣ They target the public's emotions and seek to influence the consumers' imaginations
How do firms develop a distinctive and positive reputation? How can the general public affect a company's reputation? Identify an organization that has recovered from having a bad reputation and explain how the firm restored public confidence.
Building a reputation can be thought of as a step-by-step process: a. Managers must first strive to offer significantly better products and services than its competitors b. Managers must aim to create and convey an identity: a consistent and compelling story about who the company is and what it stands for. i. This story needs to grab the attention of the news media, online media, and opinion leaders in each. Target credit card scam.
Define a corporate crisis. Outline an effective crisis management plan for a public relations manager
Corporate crisis: a significant business disruption that stimulates extensive news media or social networking coverage Effective Crisis Management Plan ♣ Get ready before the crisis hit by creating an internal communication system that can be activated the moment a crisis occurs. ♣ Communicate quickly, but accurately ♣ Use the Internet to convey the message to minimize the public's fears and provide assistance ♣ Do the right thing. ♣ Follow up and, where appropriate, make amends to those affected
Define the general public. How do firms and the public affect one another?
General Public: An organizational stakeholder composed of individuals and groups found in society The general public affects the firm through its opinions of the firm's activities or performance, which in turn help shape the firm's public image or reputation. ♣ The public may utilize its own stakeholder networks, and engage with government agencies, special interest groups, or the media ♣ To demand a certain level of performance ♣ To condemn or praise a firm
What new challenges emerge when public relations strategies take on a global perspective?
Public relations managers must be sensitive to cultural disparities ♣ Some businesses decentralize their global public relations programs and establish officers in each of the locations where they have operations ♣ To ensure that the local public relations strategy is in tune with local customs and emerging issues.
Why do firms create public relations departments? Outline the structure and activities of a typical department.
Role: to manage the firm's public image and, more generally, its relationship with the public. This department may also be called media relations, since much of its work involves interacting with the media. a. It does so through direct communications with the public (for example, through its website). b. Indirect communications with them through various media outlets. ♣ The specific major activities: ♣ Advertising ♣ Corporate Sponsorship ♣ External Communications ♣ Internal Communications ♣ Publicity
