The public relations (PR) department is a unit in the firm that manages items such as publicity and other communications with all of the groups who make contact with the company. Some marketing experts argue that public relations should be part of the marketing department, just as advertising, trade promotions, and sales promotions are under the jurisdiction of the marketing manager. Others suggest that public relations is a different function. One major decision firms must make concerning public relations is who will handle PR activities.
[...] Many companies are environmentally concerned. Each will choose the level to which they want to promote the efforts of environmental consciousness Preventing or reducing image damage Damage control is the defense of an organization's image when something negative, such as bad publicity, occurs. It includes both reactive and proactive approaches. Image destroying activities include: • Discrimination • Harassment • Pollution • Misleading communications • Deceptive communications • Offensive communications Proactive Strategies: Proactive strategies include entitlings and enhancements Entitlings are attempts to claim responsibility for positive outcomes of events. [...]
[...] Benefits of cause-related marketing include: • Additional customers • Increased profits • Consumer goodwill for the future • Better relations with governmental agencies • Reduced chances of facing lawsuits Promoting a cause-related program is tricky. You cannot overemphasize the charity but need to make sure that public knows about the company's involvement in the program. Green Marketing Green marketing is the development and promotion of products that are environmentally safe. To be successful, firms must produce the same level of quality in green marketing products as well as non-environmentally safe products, and it must be at relatively the same price. [...]
[...] Assess corporate reputation 3. Audit corporate social responsibility 4. Create positive, image-building activities 5. Prevent or reduce image damage 1. Identifying stakeholders A stakeholder is a person or group which that has a vested interest in the organization's well -being. Internal Stakeholders The primary internal stakeholders are the employees of the organization, unions, and corporate shareholders. Most of the time, the public relations department can access internal stakeholders fairly easily. [...]
[...] Questions should be asked about internal views of the firm as well as opinions of those outside the company Auditing corporate social responsibility Social responsibility is the obligation of an organization with regard to being ethical, accountable, and reactive to the needs of society. A corporate social responsibility audit is performed by managers and departmental leaders. The company should have: • A corporate or professional code of ethics • A list of activities that would be considered unethical • Statements about positive activities the company will pursue • Access to an ethical hot line for employees with dilemmas or questions 4. [...]
[...] Company members must monitor the Internet to see what is being said and responded when something false or negative appears Crisis management involves either accepting the blame and offering an apology or refuting the charges in a forceful manner An apology strategy has five elements: An expression of guilt, embarrassment, or regret. A statement recognizing the appropriate behavior and acceptance of sanctions. A rejection of the inappropriate behavior. Approval of the appropriate behavior with the promise not to violate again. An offer of compensation or penance Impression management is the attempt to control images that are projected in social interactions. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
