ppt_13_r - 13 Public Relations, Sponsorship Programs, and...

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RETL369 12-1 Public Relations, Sponsorship Programs, and Regulations 13 Public relations Role of public relations Assessing corporate reputation Social responsibility Damage control Sponsorship marketing Event marketing Chapter Overview
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RETL369 12-2 Public Relations Public relations (PR) - manages items such as publicity and other communications with all of the groups who make contact with the company. Under marketing dept. Separate dept. of communications External agency The more a customer sees the name in a news- related context, the higher the brand awareness or recall will become. Goal hits Develop PR strategy that fits with IMC Strengthen company voice Special events, news releases, sponsorship, etc.
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RETL369 12-3 Identify internal and external stakeholders Assess the corporate reputation Audit corporate social responsibility Create positive image-building activities Prevent or reduce image damage F I G U R E 1 2 . 1 Public Relations Functions
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RETL369 12-4 Stakeholders A stakeholder is a person or group that has a vested interest in the organization’s well - being.
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RETL369 12-5 Internal Stakeholders Employees of the organization, unions, and corporate shareholders. PR people should work carefully with those in the human resource (HR) office to make sure the right kinds of people are being hired and that the reward system emphasizes the IMC theme of the company.
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RETL369 12-6 External Stakeholders Channel members, including wholesalers and retailers, have a direct effect on the success of a firm Customers who may be strongly influenced by promotional campaigns The media The local community The financial community The government Special-interest groups
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RETL369 12-7 Assessing Corporate Reputation Assess a company’s reputation on a regular basis -- conduct surveys and interviews about what people think of the organization. This can be done internally or by an external company. Questions should be asked about internal views of the firm as well as opinions of those outside the company.
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RETL369 12-8 Auditing Corporate Social Responsibility Social responsibility is the obligation an organization has to be ethical, transparent, accountable, and reactive to the needs of society. 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 hotline” for employees with dilemmas or questions
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RETL369 12-9 Discrimination Harassment Pollution Misleading communications Deceptive communications Offensive communications Empowerment of employees Charitable contributions Sponsoring local events Selling environmentally safe products Outplacement programs
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This note was uploaded on 12/13/2011 for the course RETL 369 taught by Professor Dr.kim during the Fall '10 term at South Carolina.

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ppt_13_r - 13 Public Relations, Sponsorship Programs, and...

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