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The discipline which looks after the reputation, with the aim of earning understanding and support, and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics . (The
Institute of Public Relations, London, UK)
Of all the elements of the communications mix, Public Relations is the hardest to define. Many different definitions have been suggested by practitioners and academics alike
However, Public Relations has, rather ironically, suffered from an identity crisis. A search through marketing literature will reveal dozens of different definitions, some placing emphasis on its role in media relations, others offering a much wider perspective.
Given that the marketing environment has changed so radically over the last two decades and, Information & technology has allowed considerable marketing convergence, it is not surprising that a topic as amorphous as Public Relations finds itself with such an identity crisis
The value of PR within the communications mix has increased considerably since the 1980s. Today, corporations depend less on mass media advertising and have adopted a more credible PR approach based on third party endorsement and consumer education.
Public Relations in essence, is about managing reputation and perception and establishing good relationships with key stakeholders. As such, it can be considered the key weapon in the armoury of corporate communication and reputation management
The ascendancy of reputation capital and the shift from product to value-focus means that the demands on PR have significantly increased Traditionally within the communications mix, Public Relations focused on changing or influencing stakeholder beliefs and attitudes towards organisations and brands
Public Relations activities were either proactive, by helping to generate attention and understanding through media awareness or reactive, in helping to protect an organisation's reputation during crisis or adverse publicity.
For many in communications, the term public relations has become redundant. The reasons behind this revolve around a mixture of negative connotations, the need to broaden their agency services and PRs own inability to address its own identity issues
Public Relations plays a key role in educating audiences and further converting awareness, often generated by advertising and sales promotion into understanding and acceptance. From the viewpoint of many organizations, its principal advantage comes from its third party credibility, when obtained through positive editorial coverage in major news media
Public Relations is one of the most important elements in building brands and creating both the right environment for the brand to prosper, but also for the right messages to be received at the right time to the relevant audiences
Public relations is also critical in brand building, as brands cannot rely solely on advertising and sales promotion to foster the desired image
Media relations: gaining editorial coverage Issues and risk management Crisis management CEO reputation management Change management Internal communications
Corporate identity and image management Managing stakeholder conflicts: Non Governmental Organizations (NGOs) and managing activists Corporate social responsibility Publications of Annual Reports: corporate reporting Corporation reputation management Financial and investor relations
Managing shareholder expectations Exhibition and event management Brand building Promoting professional services and business to business services Managing sponsorship
Managing relationship with suppliers and distributors Building relationships with various buyers Media and competitor analysis Public affairs and lobbying Supporting other elements of the mix
E-mail: press release Press briefings/ conferences Site, press and VIP visits Photography Video News Releases (VNRs): digital
Features Webcasting Interviews Competitions Surveys and results of market research Case studies
Corporate literature and publications Newsletters and e-zines Contract publishing Web sites and portals Published surveys and reports based on consumer, medical or scientific research
The Study Program of Public Relations at Faculty of Communications of President University supports the idea that, Public Relations can also be termed
reputation management, although it recognises that Public Relations has not yet fully evolved a complete reputation management function.
Although many different definitions of Public Relations are available, rather ironically Public Relations itself has suffered to a certain extent from both an identity and credibility crisis during the 1990s. The main reason for such difficulties in defining not just the nature of Public Relations, but also its scope, is the ascendancy of reputation capital. Within brand management this has resulted in a shift form product to value focus, which in turn has placed greater demands on Public Relations and its campaign outcomes.
Public Relations is developing slowly into a more strategic and holistic discipline termed reputation management. Such a view would have to recognise reputation management as an interdisciplinary subject that acts to present realistically and manage a corporation or its brands in the best way possible
Unlike traditional approaches to Public Relations, the reputation management approach does not just seek to offer promises, but actively and strategically guides a brand in such a way that delivers on the promise. The logical outcome of such an argument is that brand and reputation are not the same, which is brands make promises, reputation is about the delivery on such promises.
Corporate Reputation
Corporate reputation is the sum of the values that stakeholders attribute to a company, based on their perception and interpretation of the image the company communicates and its behaviour over time
Corporate Reputation
Brands and brand management should now be considered part of the Public Relations armoury, especially for corporate brands. The hub of the reputation wheel is brand, as it is around this construct that most reputations are lost and made
The problems of Public Relations are numerous; definitions cannot be agreed upon, those that are available are vague and a large degree of discord exists between theorists and practitioners. To compound these problems many of the supporting elements of Public Relations, such as sponsorship and event marketing, have become decentred and fragmented disciplines in their own right
Educating consumers about new products and services Gaining third party endorsements through articles and editorial coverage media coverage Changing perceptions and attitudes Raising awareness about issues through surveys and research data
Building brands and image Building reputation Crisis management Event management
corporate identity symbols good corporate reputation desired corporate image reputation attributes external fit corporate ads corporate affairs department
corporate advertising campaign positioning theme corporate advertisements marketing leverage identity consultants corporate slogan internal fit desired image various stakeholder groups corporate reputations image attributes