GOOD REPUTATION - Copy (2).pptx

GOOD REPUTATION  One of the major objectives of PR is to earn a good reputation for a company A good reputation is not earned overnight. It is earned over a period of time as understanding and support develop for an organisation. Good reputation has to be meticulously undertaken with i...

GOOD REPUTATION  One of the major objectives of PR is to earn a good reputation for a company A good reputation is not earned overnight. It is earned over a period of time as understanding and support develop for an organisation. Good reputation has to be meticulously undertaken with integrity and honesty. It can be fragile and lost quickly if words or actions are not in line with reality or if careles talk gets out of hand.  EVIDENCE OF GOOD REPUTATION If a company has a good reputation, the evidence is that people are more likely to : Try its new products Buy its shares Believe its advertising Want to work for it Do business with it when all other things are equal Support it in difficult times Give it a higher value  WHY PLANNING IS IMPORTANT IN PR Planning applies to everything whether it is to complete programmes and campaigns lasting one or five years or even longer or to activities such as a press conference. It focuses efforts It Improves effectiveness It encourages the long term view It helps demonstrates value for money It minimises mishaps It reconciles conflicts It facilitates proactivity PLANNING PUBLIC RELATIONS PROGRAMME PR programmes are planned on short or long term basis to achieve some certain objectives for the organisation. The reasons for planning PR programmes according to Jefkins include the following: To set targets for PR operations against which results can be assessed. To estimate the working hours and other costs involved. To select priorities which will control (i) the number and (ii) the timing of different operations in the programme.  To decide the feasibility of carrying out the declared objectives according to the availability of (i) sufficient staff of the right calibre (ii) physical equipment (iii) Adequate budget. Note: Without a planned programme, the PR practitioner would have to operate on a day-to-day basis. At the end of the year, it will be difficult to evaluate what the PR practitioner has done. THE PR TRANSFER PROCESS Hostility Sympathy Prejudice Acceptance Apathy Interest Ignorance Knowledge Negative situation Positive situation The PR practition has the onerous responsibility of converting the above negative situations to positive. APPRECIATION OF THE SITUATION You cannot have valid objectives without a clear understanding of the situationn that led to the conclusion that a PR programme was needed. PR programme can be dictated by three kinds of situations. (a) The organisation must conduct a remedial programme to overcome a problem or situation that negatively affects the organisation. (b) The organisation needs to conduct a specfic one-time project. (c) The organisation wants to reinforce an ongoing effort to preserve reputation and public support. Methods of appreciating the situation 1. Opinion, attitude or image surveys 2. Press cuttings, monitored broadcasting scripts 3. Sales figure trends and slaes report indications 4. State of competition and effects of imports 5. Share price, if a public company, stock market opinion, dividends and balance sheet. 6. Industrial relations situation - strikes and wage settlements 7. State and effect of the weather, if relevant  8. Customer complaints, product performance and test reports 9. Discussion with sales force and distributors 10. Prices and effect of price changes 11. Market forces: economic, social, political 12. Attitudes of opinion leaders