PR Quiz 2 Study Guide - Corporate Public Relations...

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Corporate Public Relations Percentage in the U.S. labor force--77% “Reputation Management” Lifeblood: profits (as donations are for nonprofits and taxes are for government agen- cies/departments) Misconception: “Greedy bastards” --Is profit, by definition, “bad”? Note: objective benefits of “making money”--generating taxes, supporting nonprofits, building families, correlated to positive citizenship, etc.; question, however, is beyond scope of the class...but remains one paramount re. the percep- tion of role and outputs of corporations Investor relations (investors are unique public); most lucrative PR function; calls dispro- portionately (but not entirely) for familiarity with principles of business-- e.g., market- ing, finance, accounting, etc. (principles helpful to all PR professionals); paramount is relationship with corporate shareholders A. Corporate philanthropy--“...in essence, is the donation of funds, products, and ser- vices to various causes” B. Cause-related marketing--Loosely termed, any mutually beneficial relationship b/w a corporation and a nonprofit (approach extremely carefully)--specialty of Cone PR agency C. Corporate social responsibility (CSR)--concept suggesting the role of the corporation is to benefit society (albeit often indirectly)--specifically re. gaining public trust Note: corporate philanthropy, CSR, and cause-related marketing can significantly in- crease profits (directly--e.g. through licensing in the case of corporate social respon- sibility, or through increased good will, positive publicity, etc.) Business misconduct--kills profits, hurts shareholders; should be guarded against via PR function, ideally via PR representative/s advice Understanding corporate PR increases understanding of nonprofit and governmental PR Misconception: profit-only-profit--anecdotal e.g.’s of highly successful corporate PR professionals sincerely “doing good” because “it’s the right thing to do” (sub- jective comment by instructor) Application: Salt Springs Baseball League--and local McDonalds Governmental Public Relations • Types:  departmental/agency (political appointees/bureaucrats); activist/advocacy (usu- ally located in nonprofits); governmental relations specialists (in corporations); political  campaigns; work for legislators/chief executives (e.g., press secretaries); lobbyists (in  corporations and nonprofits) • Communication management same across local, state and national (numbers grow  smaller/larger)—note “governmental PR” has implications locally, statewide, national,  and (as some forget) internationally as well • Governmental communication managers/PR specialists central to an informed democ- racy • “Consent of the governed”  • Public sector PR professionals craft messages impacting lives--e.g.: military draft for  college-age men…student loans...“rationing” health care…availability of birth control as 
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mandatory health “benefit” vs. government forcing business owners/religious traditions 
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