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PUBLIC RELATIONS
Public Relations is the planned and sustained
effort to establish and maintain goodwill
and understanding...
KISS AND TELL PUBLIC RELATIONS
•“Freddie Starr eat my hamster”
•David Beckham and his assistant Rebecca Loos
•O.J. Simpson...
MARKETING
• The management process responsible for identifying,
anticipating and satisfying consumer requirements
profitab...
ADVERTISING
“Advertising presents the most persuasive
possible selling message to the right
prospects for the product or s...
REPUTATION:
“Regard your good name as the richest jewel you can possibly
be possessed of – for credit is like fire; when o...
SOME KEY CONSIDERATIONS
• Reputation is everything.
• People only buy from companies they like.
• They need to know you to...
THE REPUTATION PREMIUM
• Over half (58%) of consumers will pay a premium to the
company they believe has the best reputati...
THE CYNICS GROW MORE NUMEROUS
The profits of large companies help to make things better for
everyone who uses their produc...
CHANGING CRITERIA BY WHICH WE
JUDGE COMPANIES
What are the most important factors you take into account
when making a judg...
HOW DID WE GET HERE?

• THE PUBLICITY MODEL
• PUBLIC INFORMATION
• TWO-WAY ASYMMETRIC MODEL
• TWO-WAY SYMMETRICAL MODEL
WORLDWIDE REVENUES OF
TOP 50 FIRMS ($M) *
4,500
4,000
3,500
3,000
2,500
2,000
1,500
1,000
500
0
1995 1996 1997 1998 1999 2...
EMPLOYMENT IN PR
•
•
•
•
•
•
•
•

Estimated 3m people working worldwide
(only 10% members of professional bodies)
More peo...
MAIN INDUSTRY SECTORS
• Corporate
• Financial
• Consumer
• Public Affairs
• Local government
• Business-to-business
• Trad...
PR TACTICS
Annual Reports
Adverts/advertorials
Ambassadors
Awards
Branding
Brochures
Case Studies
Charity connections
Comp...
Public Relations Intro 2014
Public Relations Intro 2014
Public Relations Intro 2014
Public Relations Intro 2014
Public Relations Intro 2014
Public Relations Intro 2014
Public Relations Intro 2014
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Public Relations Intro 2014

  1. 1. PUBLIC RELATIONS Public Relations is the planned and sustained effort to establish and maintain goodwill and understanding between an organisation and its publics. Chartered Institute for Public Relations
  2. 2. KISS AND TELL PUBLIC RELATIONS •“Freddie Starr eat my hamster” •David Beckham and his assistant Rebecca Loos •O.J. Simpson over alledged murdur ex-wife and partner
  3. 3. MARKETING • The management process responsible for identifying, anticipating and satisfying consumer requirements profitably Institute of Marketing • Price • Product • Place • Promotion
  4. 4. ADVERTISING “Advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost.” – The Institute of Practitioners in Advertising
  5. 5. REPUTATION: “Regard your good name as the richest jewel you can possibly be possessed of – for credit is like fire; when once you have kindled it you may easily preserve it, but if you once extinguish it, you will find it an arduous task to rekindle it again. The way to gain a good reputation is to endeavour to be what you desire to appear.” Source: Socrates (469 BC – 399 BC)
  6. 6. SOME KEY CONSIDERATIONS • Reputation is everything. • People only buy from companies they like. • They need to know you to like you.
  7. 7. THE REPUTATION PREMIUM • Over half (58%) of consumers will pay a premium to the company they believe has the best reputation (CBI survey) • 43% will pay a 5% premium • 29% will pay a 6-10% premium • 16% will pay a 10% premium Source: CBI Survey 2008
  8. 8. THE CYNICS GROW MORE NUMEROUS The profits of large companies help to make things better for everyone who uses their products and services % 60 Agree Disagree 50 40 30 19 71 19 73 19 75 19 77 19 79 19 81 19 83 19 85 19 87 19 89 19 91 19 93 19 95 19 97 19 99 20 01 20 03 20 05 20 *Source: Ipsos MORI Reputation Centre
  9. 9. CHANGING CRITERIA BY WHICH WE JUDGE COMPANIES What are the most important factors you take into account when making a judgement about a company? 40 30 Quality of Product/Service 20 Honesty/Integrity Customer Service 10 0 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 Source: MORI Reputation Centre
  10. 10. HOW DID WE GET HERE? • THE PUBLICITY MODEL • PUBLIC INFORMATION • TWO-WAY ASYMMETRIC MODEL • TWO-WAY SYMMETRICAL MODEL
  11. 11. WORLDWIDE REVENUES OF TOP 50 FIRMS ($M) * 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 1995 1996 1997 1998 1999 2000 2001 2002 *Source: Council of Public Relations Firms
  12. 12. EMPLOYMENT IN PR • • • • • • • • Estimated 3m people working worldwide (only 10% members of professional bodies) More people employed than in advertising In the UK 7,500 IPR members PR Consultancies (53%) In-house PR Combined turnover estimated at £3bn
  13. 13. MAIN INDUSTRY SECTORS • Corporate • Financial • Consumer • Public Affairs • Local government • Business-to-business • Trade and technical • Internal communications • Not-for-profit organisations or charities • 92 sub-sectors represented (IPR)
  14. 14. PR TACTICS Annual Reports Adverts/advertorials Ambassadors Awards Branding Brochures Case Studies Charity connections Competitions/promotions Corporate hospitality Corporate Identity/branding E-communities Events Exhibitions Newsletters Leaflets and flyers Lobbying Photos Public meetings Presentations Promoting research Roadshows Seminars Stunts Surveys Open Days Videos Websites

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