ADPR 3850 1nd Edition Lecture 20 Outline of Previous LectureI. Managing Corporate ReputationsOutline of Current LectureI. Managing Corporate ReputationsII. Entertainment and Sports PRIII. Travel PromotionLectureMANAGING 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:These 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.DOs:- Work with those interested in solutions- Offer transparency- Turn suggestions into actionDON’T:- Get emotional- Work with those who make threats- Expect immediate resultsConsumer Boycotts- A boycott is a refusal to buy the products and services of an offending company. Offenses can range from the addition of hidden fees to larger business practices to dislike of a spokesperson.- The efficacy of consumer boycotts is mixed. Bank of America removed a monthly debit card fee as consumers threatened to move money elsewhere.- The flipside of the boycott is the buycott: the excess buying of a product in order to combat a boycott.- Community RelationsAnalyze the environmentImportant public opinion issues in the community.What kind of “citizen” if your organization?What is the role of corporate philanthropy?Employee Relations- Employees are the “ambassadors” and a primary public of corporations.- PR often works with human resources on employee communications. - The challenges of this: Morale — what motivates different people to do things?Behavior of other employeesLayoffs and outsourcingInvestor Relations- Requires knowledge of finance and government regulations.- Typically among highest-paid PR practitioners.- Investor relations staff primarily communicate with institutional investors, individual investors, shareholders, prospective shareholders, and the financial media. Use things like annual reports, stockholder meetings, etc.Marketing Communications- Marketing communications is the process of using the tactics of PR to support sales objectives- Integrated marketing communications means managing all the sources of information about a productor service.- Product publicity — product placement often used to increase publicity and public awareness.- Cause-related marketing — Involves partnerships with nonprofits to promote a particular cause- Corporate Sponsorship to- enhance reputation- give product brands high visibility- provide a focal point for marketing efforts and sales campaigns- generate publicity Viral marketing- this is when there is buzz about a product or service- enhances reputation management and message dissemination Corporate Philanthropy: Charitable Donations by Corporations1.13% from foundations2.8% from bequests3.4% from corporations4.75% from individualsENTERTAINMENT/SPORTS/TOURISMKThere’s growing interest in careers in sports, entertainment, and hospitality among PR students and practitionersKPR is required in these areas given the overwhelming size of this marketplace and the competition takingplace for access to disposable income dollars.The Entertainment IndustryKWe are a celebrity-obsessed culture:- In the 24 hours following the death of Michael Jackson in 2009, 60% of total news coverage was about his death, legacy, and life story.- Eclipsed all other major news stories, including health care reform, the greenhouse gas bill, political violence, etc.It involves serving as publicist and engaging in damage control and trying to shine light on positive.Promoting a Personality in PR:- Takes Preparation:- Get newsworthy facts through interview with the personality- Develop a short bio. Something that can be easily shared.- Develop a media kit — a large and more fully comprehensive overview of the client.- Determine what about the personality is to be “sold” (like raising awareness, promote TV show, etc.)- Decide target audiences- Make telephone and e-mail pitches- Conducting the promotional campaign.- Produce news releases and arrange for photo opportunities- Get client invited to news worthy events, such as award ceremonies. - Public appearances like conferences, trade shows, store openings.Promoting an Entertainment Event- The “drip-drip-drip” technique: repetition and steady output of information.- The movie industryPlanters — deliver publicity stories and information to media officesBookers — who arrange for talk show appearances and other appearances Product tie-ins — like Happy Meals that are related to movies.Sports Publicity- Sports publicists embrace the normal PR toolbox but they also try to stir fan emotion — Lebron is on the court but he is also everywhere within pop culture.- Promoting “heroes” — both on and off the field.- Managing crises (like the Penn state and Jerry Sandusky incident)- Developing sponsorship ties.Travel Promotion- Stimulating desire to visit — with online and in-travel publications/programs- Arranging for the traveler to reach the destination by