The public relations department & its functions

Résumé du document

The public relations (PR) department is a unit in the firm that manages items such as publicity and other communications with all of the groups who make contact with the company. Some marketing experts argue that public relations should be part of the marketing department, just as advertising, trade promotions, and sales promotions are under the jurisdiction of the marketing manager. Others suggest that public relations is a different function. One major decision firms must make concerning public relations is who will handle PR activities.

Extraits

[...] Most of the time, the public relations department can access internal stakeholders fairly easily. Public relations people should work carefully with those in the human resource office to make sure the right kinds of people are being hired and that the reward system emphasizes the IMC theme of the company. External Stakeholders The external stakeholders that company leaders encounter include: Channel members, including wholesalers and retailers, have a direct effect on the success of a firm Customers who may be strongly influenced by promotional campaigns The media The local community The financial community The government Special-interest groups The marketing department tends to create contact points with customers and potential customers. [...]

[...] A corporate social responsibility audit is performed by managers and departmental leaders. The company should have: A corporate or professional code of ethics A list of activities that would be considered unethical Statements about positive activities the company will pursue Access to an ethical hot line for employees with dilemmas or questions 4. Creating positive image-building activities Image-building activities include: Empowerment of employees Charitable contributions Sponsoring local events Selling environmentally safe products Outplacement programs for displaced employees Support of community events Cause-Related Marketing Cause-related marketing ties a marketing program in with some type of charity in order to generate goodwill. [...]

[...] Another example is a low-carb product. Reactive Damage Control Strategies 1. Internet interventions are designed to combat negative word of mouth being spread over the Internet. Company members must monitor the Internet to see what is being said and respond when something false and/or negative appears Crisis management involves either accepting the blame and offering an apology or refuting the charges in a forceful manner An apology strategy has five elements: An expression of guilt, embarrassment, or regret. A statement recognizing the appropriate behavior and acceptance of sanctions. [...]

[...] It includes both reactive and proactive approaches. Image destroying activities include: Discrimination Harassment Pollution Misleading communications Deceptive communications Offensive communications Proactive Strategies Proactive strategies include entitlings and enhancements Entitlings are attempts to claim responsibility for positive outcomes of events. Lance Armstrong's wins of the Tour de France is an entitling effort by the U.S. Postal Service Enhancements are attempts to increase the desirable outcome of an event in the eyes of the public. The text notes fat-free products as enhancements. [...]

[...] Others suggest that public relations is a different function. Therefore, a new division, called a Department of Communications may be created to oversee both marketing and public relations activities. One major decision firms must make concerning public relations is who will handle PR activities. Should it be? An internal public relations officer or department A public relations firm One person in charge of internal public relations and a public relations firm to deal with external publics Public Relations Functions The main public relations functions are: 1. [...]