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Corporations
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Todays modern corporations

• Giant corporations have operations and customers
  around the world.

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The role of public relations

• The concept of corporate social responsibility
  gain is now high on the priority list of
  executives and their public relations staffs who
  are charged with improving the reputation and
  citizenship of their employers.

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A better reputation

• Responsible business practices
• Employee morale

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General Electric company

• Political- How do government regulations and
  other pressures affect the decision?
• Technological- Do we have engineering knowledge
  to accomplish the goal?
• Social- What is our responsibility to society?
• Economic- Will we make a profit?

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Chinas Hall of Shame
The news is full of Chinese-made products being
recalled. More are likely to come. Which ones
have you bought?
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Thomas Friends

• Units recalled 1.5 million Reason Lead
  paintDate recalled June 13, 2007Wooden Railway
  ToysRC2 Corp.Oak Brook, Ill.

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Magnetix Magnetic Building Sets
Units recalled 4 millionReason The swallowing
of multiple magnets can cause fatal perforations
and/or blockage inside the intestines.Date
recalled Mar. 31, 2006Rose Art
IndustriesLivingston, N.J.
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Halogen Table Lamps
Units recalled 97,000Reason Short circuit,
fire hazardDate recalled May 9, 2007L G
SourcingNorth Wilkesboro, N.C.
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Media relations

• Public relations practitioners serving businesses
  stand in the middle. They must interpret their
  companies and clients to the media, while showing
  their chief executive and other high officials
  how open, friendly media relations can serve
  their interests.

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Customer relations

• A single incident or a series of incidents can
  severely damage a companys reputation and erode
  public trust in its products and services.

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Customer relations

• Small companies can easily monitor the nature of
  customer comments and also respond in a timely
  manner.

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Customer relations

• Sharing of information is valuable from the
  standpoint of getting public relations
  professional involved in active listening so they
  can strategize on what steps a company should
  take to ensure a good reputation among customers.

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Reaching diverse markets

• Many public relations firms have set up specialty
  practices for multicultural marketing and
  communications.

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Consumer activism

• A more serious and complex threat to corporate
  reputation, which can also affect sales, are
  consumer activists who demand changes in
  corporate policies.

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Caged cruelty?

• A bikini-clad woman crouches in a cage with a
  sign reading KFC tortures animals, as a part of
  a protest led by PETA outside a KFC restaurant on
  Silom Road. The group claims KFC suppliers treat
  chickens on their farms in an abusive manner.

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People for the Ethical Treatment of Animals
(PETA) has urged Cambodia's Prime Minister Hun
Sen not to allow the American fast food chain
Kentucky Fried Chicken (KFC) to open outlets in
the country.
The international animal rights group believes
KFC is a threat to Cambodia's culture and the
health of its people and its entry into the
country will lead to animal abuse.
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Under fire

• Under fire About 100 local activists calling
  themselves the Anti-Abbott Network yesterday
  urged a boycott of Abbott Laboratories products.
  Abbott this week offered to register Aluvia, a
  heat-stable form of the Aids drug Kaletra, in
  Thailand on condition the country stopped
  compulsory licensing. Similar campaigns took
  place in 20 other locations, including Hong Kong,
  the United States, South Korea, Brazil and
  Argentina.

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Daewoo slammed

• An activist joins a protest at the South Korean
  Embassy against Daewoo International yesterday
  for allegedly selling military equipment to
  Burmas military government in exchange for
  energy contracts. The protesters demanded India
  withdraw from similar deals.

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Do

• Work with groups who are more interested in
  solutions than getting publicity.
• Offer transparency.
• Turn their suggestions onto action.

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Dont

• Get emotional when dealing with advocacy groups.
• Agree to work with anyone making threats.
• Expect immediate results. Working with
  adversaries takes patience-establish trust takes
  time.

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Consumer boycotts

• The boycott- a refusal to buy the products or
  services of an offending company-has a long
  history and is a widely used publicity tools of
  the consumer movement.
• Activists point out that a boycott doesnt have
  to be 100 percent effective in order to change
  corporate policies.

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• Long Neck Karen women smile as their village in
  Chiang Mais Mae Rim district is raided by
  police.

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Employee relations

• Employees have been called the organizations
  ambassadors because they represent the company
  within a large circle of family, relatives and
  friends.

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Employee communications

• Employee recognition
• Skill-development opportunities
• Career development

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Employee relations

• They must also clearly communicate the policy to
  employees and conduct workshops to ensure that
  everyone thoroughly understands.

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Layoffs and outsourcing

• The rumor will works overtime when there is
  uncertainty among employees about their job
  security, so its also important for the company
  to publicly announce the layoffs and the impact
  as quickly as possible.

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Minorities in the workplace

• Companies must embrace diversity and also
  actively recruit ethnic minorities and people of
  color.

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Employee volunteerism

• Many companies have programs that allow employees
  to volunteer for charitable work on company time.

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Investor relations

• The goal of investor relations is to combine the
  disciplines of communications and finance to
  accurately portray a companys prospect from an
  investment standpoint.

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Marketing communications

• Many companies use the tools and tactics of
  public relations to support the marketing and
  sales objectives of their business.

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Product publicity

• A product that appears as part of a movie or
  television program is a form of product
  placement.
• Product placement opportunities also are
  available on local and national game shows that
  give products to the winners.

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Cause-related marketing

• Look for a cause related to your products or
  services or that exemplifies a product quality.
• Consider causes that appeal to your primary
  customers.
• Choose a charity that doesnt already have
  multiple sponsors.

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Cause-related marketing

• Choose a local organization if the purpose is to
  build brand awareness for local franchises.
• Dont use cause-related efforts after a major
  scandal.

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Cause-related marketing

• Understand that association with a cause or
  nonprofit is a long-term commitment.
• Realize that additional budget must be spent
  create public awareness and build brand
  recognition with the cause.

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Corporate sponsorships

• Enhance the reputation and image of the
  sponsoring company through association
• Give product brands high visibility among key
  purchasing publics

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Corporate sponsorships

• Provide a focal point for marketing efforts and
  sales campaigns
• Generate publicity and media coverage.

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Environmental relations

• Companies work with NGOS to preserve the
  environment, promote human rights and provide
  social/medical services.

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Corporate philanthropy

• Strengthened reputation and brand recognition
• Increased media opportunities
• Improved community and government relations

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Corporate philanthropy

• Facilitation of employee recruitment and
  retention
• Enhanced marketing

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Corporate philanthropy

• Access to research and development
• Increased corporate profitability

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Politics and government
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Government relations

• The action of governmental bodies at the local,
  state, and federal level have a major impact on
  how a business operates.

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Lobbying

• Lobbying is closely aligned with governmental
  relations or public affairs.
• Lobbyist is a person who tries to influence the
  voting on legislation or the decisions of
  government administrators.

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Public affairs in government

• Communicate the work of government agencies
• Improve the effectiveness

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Public affairs in government

• Provide feedback
• Advise management on how best to communicate a
  decision

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Public affairs in government

• Represent the public and listen to its
  representatives
• Educate the role of mass media and how to work
  with media

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• Physically challenged people gather at the
  Administrative Court yesterday to hear a ruling
  on their petition to prevent the opening of
  Suvarnabhumi Airport without functioning
  facilities for the disabled.

Access all areas? Representatives of people with
disabilities inspect Suvarnabhumi Airport in
wheelchairs, following reports that the
facilities are not up to standard for disabled
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• Braille labels A health centre at Nonthaburis
  Pak Kret municipality caters for many blind
  patients by providing Braille labels on
  prescriptions.