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
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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
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
MARKETING
• The management process responsible for identifying, anticipating and satisfying consumer requirements profitably
Institute of Marketing Price Product Place Promotion
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
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)
SOME KEY CONSIDERATIONS
• Reputation is everything.
• People only buy from companies they like.
• They need to know you to like you.
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
*Source: Ipsos MORI Reputation Centre
20
30
40
50
60
%Agree Disagree
The profits of large companies help to make things better for everyone who uses their products and services
THE CYNICS GROW MORE NUMEROUS
What are the most important factors you take into account when making a judgement about a company?
Honesty/IntegrityQuality of Product/Service
Customer Service
Source: MORI Reputation Centre
0
10
20
30
40
1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004
CHANGING CRITERIA BY WHICH WE JUDGE COMPANIES
• THE PUBLICITY MODEL
• PUBLIC INFORMATION
• TWO-WAY ASYMMETRIC MODEL
• TWO-WAY SYMMETRICAL MODEL
HOW DID WE GET HERE?
WORLDWIDE REVENUES OF TOP 50 FIRMS ($M) *
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
1995 1996 1997 1998 1999 2000 2001 2002
*Source: Council of Public Relations Firms
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
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)
Annual ReportsAdverts/advertorialsAmbassadorsAwardsBrandingBrochuresCase StudiesCharity connectionsCompetitions/promotionsCorporate hospitality Corporate Identity/brandingE-communitiesEventsExhibitions
NewslettersLeaflets and flyersLobbyingPhotosPublic meetingsPresentationsPromoting research RoadshowsSeminarsStuntsSurveysOpen DaysVideosWebsites
PR TACTICS
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