ADPR 3850 1nd Edition Lecture 19 Outline of Previous LectureI. Traditional and Social MediaOutline of Current LectureI. Managing Corporate ReputationsLectureMANAGING CORPORATE REPUTATIONSThe role of public relations- The importance of corporate social responsibility- The eyes and ears of an organization- Reputation management- Americans Opinions about big business are —> 45% of Americans believe that executives of large U.S. corporations are trustworthy, according to a recent Gallup survey. On the opposite end, 79% trust small business owners.Corporate Citizenship by the numbers (survey of executives)- 82% believe that good corporate citizenship contributes to meeting an organization’s financial objectives.- 53% say corporate citizenship is important to their customers.Corporate Social Responsibility- Idea that a company operates in a manner that goes beyond legal requirements. This is when corporations engage in philanthropy projects, “green behaviors”, etc.Media Relations- Many CEOs see journalists as the enemy due to inaccurate/incomplete coverage, inadequate research, anti-business bias, and more.- Journalists combat this by arguing that the executives make it difficult to write objectively about an organization by not giving them access, providing press releases with minimal news value, and incomplete information on websites, etc.Customer Relations- Customer Service is the front line of public relations.- This is important because of customer satisfaction, loyalty, positive word of mouth, and reputation. - A dissatisfied customer will tell 9 to 15 people, a satisfied customer 4 to 6.- PR must actively listen to consumers and convey concerns back.The DOs and DONTs of Consumer Activism:DOs:- Work with those interested in solutionsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Offer transparency- Turn suggestions into actionDON’T:- Get emotional- Work with those who make threats- Expect immediate
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