JOURN 4256 1st Edition Lecture 16Outline of Last Lecture I. Eventsa. Purposeb. Typesc. Stepsd. GoalOutline of Current Lecture II. Agency and Corporate PR a. Role of PRb. Types of PR Current LectureAgency and Corporate PRRole of PR:-Interpret companies and clients to the media-Show the chief exec how open, friendly media relations can serve their interests Different options:Customer relations:-Front line of PR-Traditionally separate from PR-Single incident can severely damage company’s reputation-Customer relations serves as a public relations barometer 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.Information sharing- why does customer relations info need to be shared with PR professionals?Active/social listening, strategizing what steps a company should take to ensure a good reputation among customers Solving problems- what is a good PR tactic to solve a customer complaint? Prompt and courteous attention to complaint, offer to replace item or provide discount toward future purchases Consumer activism- Work with those interested in solutions-Offer transparency-Turn suggestions into action-Don’t get emotional-Don’t deal with those who make threats-Don’t expect immediate results -Also, consumer boycotts, layoffs/outsourcing Employee relations:-PR and HR as “ambassadors”-Communicating with employees same as would be done with public-PR pros often help with employee policies, policy implementation/communication Investor relations:-Communicate company’s health/wealth to shareholders/prospective investors-Goal: combine disciplines of communications and finance to portray a company’s prospects from an investment standpointKey audiences include: Financial analysis-Individuals and institutional investors-Shareholders-Prospective shareholders-Financial mediaEnvironmental relations:-Trend toward cooperation between NGOs and corporations-Many companies now:-Issue annual corporate responsibility report-Work with environmental groups to clean up environment, preserve wilderness area, etc. Corporate PR:-Global perspective-Large size brings remoteness-Ordinary citizens become distrustful-Arguing for realism vs. lame excuses Corporate social responsibility:-Extensive, negative publicity require a special effort to regain public credibility-Adopt ethical principles-Pursue transparency and disclosure-Make sure trust is a fundamental precept of corporate governance Corporate philanthropy:-Enhances reputation-Builds relationships with key audiences-Increases employee and customer loyalty Benefits of philanthropy:-Strengthened reputation-Increased media opportunities-Improved community and government relations-Employee recruitment and retention-Enhanced marketing-Research and development-Increased profits Jobs abroad:-Working in the “global village”-Fluency in foreign language is valued (but no a prerequisite)-Important to have background in:-International relations-Global marketing techniques-Social and economic geography-Cross-cultural communication Where does it thrive?-Multiparty political system-Relatively free press-Private ownership of business and industry-Large-scale urbanization-High per capita income levels New age of global marketing:-Exploded in 90s-New communication technologies-24-hour financial markets-Lowering of trade barriers-Growth of sophisticated foreign competition in American markets-Shrinking cultural differencesNGO:-Trusted more than the Gov. or corporations because their motivation is based on morals -Cooperation with these groups can be a brand/certification that company is doing goodPR by governments:-The governments communicating with other nations-Tourism-Lobbying efforts to obtain favorable legislation for a country’s products-Conflict and war also generates public relations efforts by nations to make their case in the world court of public opinion Doing PR in the US:-Advance political objectives-Assess probable US reaction to a projected action by the country-Advance the country’s commercial interests-Assist in communications in English-Help win understanding and support for specific issues-Modify laws and regulations inhibiting the country’s activities in the USProblems you may encounter:-Deciding whether to represent the country for a variety of reasons-Persuading the governments to alter some of their practices-Helping officials from other countries understand the American press US diplomacy:-Open communication process primarily intended to present American society as context for our concepts of democracy, free trade, and open communication-United States Information Agency-Voice of