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CORPORATE IMAGE MANAGEMENT THROUGH PUBLIC RELATION

Dissertation submitted to the Department of Journalism & Mass Communication, Baba Saheb Bhim Rao Ambedkar University, in Partial Fulfillment for the award of Master of Journalism& Mass Communication

Supervisor

Researcher Apoorv Mishra

Department of Journalism & Mass Communication Baba Saheb Bhim Rao Ambdedkar University 2012-13
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Content

Acknowledgement 3 Preface 4-5 Introduction Historical background of public relation strategies Oral history by Levi Strauss. Louis Martini Winery DIVERSIONARY RESPONSE PR STRATEGIES Concession. Relabelling. Dissociation. Ingratiation. CREATIVE PR STRATEGIES finders keepers Netting resumes Bloggers grown wings

Exchange for shelf-space All apologies All aboard DEFENSIVE PR STRATGIES Example of PR strategy BRAND REVATIZATION PR STRATGIES Example of Brand Revitalization strategy PROMOTIONAL TOOL MIX PR STRATGIES5 NEW TRENDY PR STRATESIES Guerrilla marketing Social media integration internet and sharing. Media relation CelebrityAmbassadors SURVEYS INTERVIEW An interview with Jerre Stead, EXCEL award recipient

Communication World, June-July, 1995. CONCLUSION

BIBLIOGRAPHY ANNEXURE

Acknowledgement

This text is compilation of definition of public relation , importance of public relation in different sectors of market , how these sectors make various strategies , what are their aim and final objective. Also containing historical back ground, brief introduction of topic Public Relation is in take off stage. A few general topics of the subject have been also dealt with. The text has been written in simple graspable language & profusely illustrated with some datas. In the last but not the least, I wish to express my deep sense of gratitude & indebtedness to those who helped me directly or indirectly during the preparation of the manuscript of this text. It couldnt have been possible for me to execute this work had I not been supported by a number of people. Im really grateful to My Faculty of Department of Journalism & Mass Communication. Thanking you, Apoorv Mishra

Preface

As we know Public relation is all about following points The promotion of rapport and goodwill between an organization and its special publics or the community at large. The planned effort to influence opinion through good character and responsible performance, based upon mutually satisfactory two-way communication. Communication to help an organization and its publics adapt to each other. The art of reputation management. I HAVE CHOOSEN THIS TOPIC BECAUSE To do a Master of Journalism and Mass Communication was my area of interest and career. This topic is the heart and soul of my visionary dream. Provide me all basic and necessary information on how to enter this field and with what essential qualities. I have leaned valuable fundas and now my points of view in this field are
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like these. Engaging in public relations everyday. I started to observe following points. How you act in public. How you interact with others How you carry yourself Your appearance Your off-campus activities What you do now From those goals begin to form a plan of action Research Objective Obstacles Strategy Results Set a time table for your program and then work backwards to set a timeline for deadlines.Make sure the program carries through the fraternities established themes, taglines, logos, etc. I hope this dissertation would be useful in understanding in different types of PR strategy.

Introduction

Public Relations in India is still at a stage where it is striving towards setting consistency and standardization. To be at par with international standards and to instill an element of credibility , the industry has to first of all create a talent pool which is professional, highly-skilled . Its the quality of professionals that defines the representation and face-value of maturity, articulation, and above all- the ability to disseminate well-crafted messages within permissible turn-around period. More than the question of what to communicate, its the matter of whom to target that young industry shotguns fail to hit upon. Newsworthiness is a point that is harped upon while selling content to media. Now, this is

something that has always been a bone of contention amongst publicists and the media alike. This is precisely where strategic media targeting comes into play. Defending commercial interest, and yet gaining news-value is the state of optimal equilibrium. After all, we are in the business of creating perceptions. Once we do our ground-work well, apprehensions and prejudiced opinion against the profession can be controlled. There are some ways by which we can create a new identity for PRKnowledge forums There are very few PR specific

seminars/workshops where people can get hands-on knowledge about the industry and trends. In these seminars, we can invite corporate heads, corporate communication heads, marketing heads and also students of various PR institutes.

PR magazine/newsletter - This may talk about the industry and its trends and will be targeted at above-mentioned people. There could be an electronic version also which could be easily sent out to the people.

PR agency consortium - There should be various consortium PR agencies which would work towards protecting the interests of the industry. PR awards we have awards for all almost every industry/sector but not for PR. Western countries give awards for innovative
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campaigns executed by various agencies. We can create a similar model here to acknowledge and reward innovative work undertaken by agencies.

History and background of Public Relation for Corporate Image Building through public relation
Public relation (PR) is the practice of managing communication between an organization and its publics. Public relations gains an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement and do not direct payment. Common activities include speaking at conferences, working with the media, crisis communications, social media engagement, and employee communication. It is something that is not tangible; this is what sets it apart from advertising. PR can be used to build rapport with employees, customers, investors, voters, or the general public. Almost any organization

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that has a stake in how it is portrayed in the public arena employs some level of public relations. There are a number of related disciplines falling under the banner of Corporate Communications, such as Analyst Relations, Media Relations, Investor Relations, Internal Communications and Labor Relations. PR professionals focus on building relationships that help to establish rapport with publics. Public Relations professionals must know how to write clearly, speak clearly, and think analytically. These skills are necessary because in the field of PR there is constant communication between professionals and their publics. PR professionals also have to think critically so that they can come up with resolutions to problems their clients may face .There are many areas of public relations, but the most recognized are financial public relations, product public relations, and crisis public relations.

Financial public relations - providing information mainly to business reporters. Product public relations - gaining publicity for a particular product or service (rather than using advertising). Crisis public relations - responding to negative accusations or information.

Oral histories: the most overlooked public relations tool Written histories are widely recognized as integral parts of corporate culture. But, as Levi Strauss, the Louis Martini Winery and other companies are discovering, oral histories also can be valuable public relations, advertising and marketing strategies because they represent "the life of the company."
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How do you create an oral history? Willa Baum, the director of the Regional Oral History Office at the University of California, Berkeley, has this advice on starting an oral history: "You start with who's alive and has a good memory, and then expand out." Expanding out entails analyzing the organization's structure and attempting to characterize that through narratives with long-standing workers representing the various divisions. These will be short interviews, one to two hours, but, nevertheless, of great value to the history as a whole. "You want to have people who represent the workers and can talk about the progression and changes in the organization from their perspective," says Baum. "The fact that a business thinks enough of a worker's contributions to record them and use them as a guide is a matter of pride for the workers and a matter of strength for the institution. With Levi Strauss we were able to interview the leaders. We wanted to do the oldest members of the work force - laborers and floor ladies - but we lacked funding. We have 19 oral histories from Kaiser Permanente, but that still only covers the leaders. No nurses. No staff. Ah, nothing we've ever done has been ideal, but it has been ideal in terms of available resources and funding." Levi Strauss Levi Strauss & Co., San Francisco, draws on its oral history by using quotes from Walter Hauss, Sr., an early president and chairman of the board, in its brochures, press packets and annual reports. The company also makes references to its oral history

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through

in-house

newsletters,

linking

historic

corporate

responsibility and personnel policies with present day policies. The Louis Martini Winery Taking quotes from the oral history to use as public relations, advertising, and marketing tool personalizes a company's products and services. The Louis Martini Winery, St. Helena, Calif., uses quotations from Founder Louis Martini Sr. as oral history in its advertising and press kits. "The quotes show it's an old, traditional family business," says Lorna Impel, the company's public relations director. "It helps in our advertising because the winery's heritage and history is what the company is all about; it's one of the few family-owned and operated wineries left, now being run by the third generation. The quotes in our advertising point out to the consumer the quality of our wine."Companies also use oral history quotes for product displays, exhibits and even theater. The Louis Martini Winery enacted a play of the first vintners' gathering at the Napa Valley Wine Auction. The material came directly from the oral history. The possibilities are endless The creative marketing mind immediately grasps the possibilities if historic and in-depth interviews with people from all divisions of an organization become available. These quotes and sound bites give the advertising and public relations departments material to work with that has an original feel and texture.

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Oral histories prove to be invaluable management tools as well. They not only cover the chronological account of the organization, but also the social history as well. Consequently, they are important research sources, especially in making decisions regarding the future of the company. Future leaders will be able to go back and find out what really happened 30 years ago in any given department, or what actually occurred during a major change. Accordingly, it is of extreme value that the true stories be obtained in the interviews. Frank talk and blunt observations are key elements of the oral history. To guarantee that, all interviewees should be made aware that sealing a portion of an interview for a select number of years is an option.Many businesses end up donating their oral histories to archives such as a university library, a business library, or state, county or city historical society. The University of California concentrates on family businesses and now possesses oral histories from Levi Strauss & Company, the DeDominico Family, Kaiser Permanente and several wineries and mining companies. These histories are made available to the public as a research and teaching tool. According to Baum, business students want to know what steps taken by the companies proved fruitful and what steps failed. This kind of study is on the increase; consequently these oral histories are in demand. This matches the Regional Oral History Office's original goal to have these histories available for scholarly research; graduate students could base their

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DIVERSIONARY RESPONSE PR STRATEGIES

Many kind of Diversionary response strategies are open to communication planners .These strategies aims at shifting the gaze of public from the problem associated with the organization. These are basically of four types 1. Concession 2. Relabelling 3. Ingratiation 4. Disassociation

Concession:by this organization tries to rebuild with its public by offering them, of what they are expecting. For e.g. objection was made to an advertising of car company [1998], parodying Leonardo Da Vinci s The last supper with caption- my friends ,let us rejoice, because anew golf is born. For this, Volkswagen the France car company and advertising agency offered a major financial contribution to the religious charity group, protesters .This value of concession was
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appreciated, recognized by both. [Offended public and Car Company]. Ingratiation:is a tactic in which there is an attempt by individuals to increase their attractiveness and upward influence in the eyes of other organizational members(management). Four common tactics of ingratiation are identified: other enhancement, rendering favors, opinion conformity and self presentation. Suggests that ingratiation is influenced by individual variables such as: Machiavellianism, locus of control and work task uniqueness.Furthermore, situational variables affect this political behavior. There were mixed research results on the impact of ingratiation on further career success. Some recent research concluded that this tactic has little or no effect on extrinsic and intrinsic rewards available to the individuals.

UNDERSTANDING IN DETAIL SOME IMPORTANT TERMS-

Complimentary Other-Enhancement Basically it means flattery. The person focuses and often exaggerates the positive side, and ignores the negative side, with the goal to communicate the idea that the ingratiatory thinks highly of the other person. This tactic succeeds often because people find it difficult not to like people who think highly of them. To succeed (even despite internal dislike of
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the other person), the ingratiator must give his compliments credibility. One way is to make sure the reason for the ingratiation isn't apparent, or the future "favor" needed isn't obvious or relevant at the time of the compliments .Another tactic is to tell a third person flattering remarks and have them "get back" to the target person. Credibility is established in this process. One must also make sure the compliments are plausible, yet still more lavish than the target person thinks they deserve. It's best to target a person't perceived weaknesses for flattery. It's the person's doubts about themselves that open them up for flattery.

Another effect, the "passivity effect" states that people tend to like people who seem to approve of them than those who disapprove of them.One can also complicate the flattery to make it more credible. In a two-sided message strategy, one could mix negative comments (that the target is fully aware of) with flattery at attributes the target is uncertain of. Also comments that put him relatively higher than others on some criteria may be more gratifying. Flattery and ingratiation tend to operate in a hinterland of ambiquity.

Another tactic is to start with more negative comments to create "approval deprivation", then to follow up with more positive comments (risky but potentially effective). The "friendly insult" is commonly used by men to suggest admiration. The insult suggests to the target that they have the attention of the person
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and that they have the strength and good nature to survive the attack.

Conformity in Opinion, Judgment, and Behavior

A second tactic is conforming to the various ways of the target person. The belief is that people like those with apparently similar values. It can range from simple agreement to mimicry. Unlike verbal flattery, mimicry and other complex forms of conformity may be more difficult to develop and sustain, especially when they don't actually conform to your real opinions or behaviors. Another tactic to ingratiation is to allow the target to "convince" you of their opinion. Various studies show that either consistent conformity or conformity preceded by sufficient resistance are both good strategies at ingratiation. However, it's important not to merely change your opinion each time you hear the target's opinion -- try to state your opinion (which you believe is also theirs) before the target states theirs -- it will seem more sincere. Another effective method is to disagree on irrelevant topics to establish some personal independence from the target, and then appear to agree or switch to agreement on relevant topics.

Self-Presentation - tactic is to present one's own attributes in a manner that the target would approve and like. The successful
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ingratiator models themself on the targets "ideal". The ingratiator can either focus on their strengths and virtues, or present themselves in such a way as to increase the strengths and virtues of the target person. For either tactic, credibility remains important. Actions such as humility and modesty can also work. Asking for advice or assistance can also be gratifying to the target. One can also revel sensitive personal opinions to convey the flattery of implied trust and understanding.

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CREATIVE PR STRATEGIES
one has to be extra hard working , thorough knowledge about brand and their competitor. A good understanding of consumer behaviour, changing trends of market which in turn may effect your brand toward good or bad , to have a striking combination with everyone within the agency from studio , finance, planning , creativity .When work pressure is there one can be in hell but u learn a lot . Everyday u learn something new, add new dimension to our existing knowledge .One should read a lot , the triumph u feel after finishing a job after a great hard work is beyond describing . So guys its all about managing our own work discreetly . Creativity can do well to help get a message out. Creativity carries risk as theres always a chance the idea will flop, or worse attract negative attention. A good way to brainstorm for new ideas and to see what has worked well is to examine what others have done. Here are seven creative ideas Ive stumbled upon while scouring the Net for creative PR ideas:

Seven Creative PR ideas 1. 2. 3. 4. 5. Finders keepers Netting resumes Bloggers grown wings Exchange for shelf-space All apologies
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6. 7.

All aboard Much to learn young grasshopper

1. Finders keepers. Burger King had people reaching for their wallets. The fast food joint dropped wallets filled with cash, gift cards and other BK paraphernalia. 2. Netting resumes. The New Jersey Nets provided a service to unemployed fans where job seekers could send their resume to the Nets job bank; in turn the Nets would attempt to link applicants with their sponsors and affiliated businesses. In addition, the Nets handed out free tickets to people that submitted their resumes on a first come, first serve basis. 3. Blogger grows wings. When Southwest was looking to board a new blogger the company turned the search into a competition. Would-be applicants were to submit a one-minute audition from which three finalists would be selected for a trip to the 2008 BlogWorld Expo where the winner would be chosen. As this post aptly noted, They're killing two birds with one stone - getting great publicity for their airline and executing the ultimate job candidate search without much overhead.

4. Exchange for shelf-space. The Gap emptied shelf-space when it arranged for the New York Stock Exchange to permit employees to dress down provided those employees chose to wear a pair of the clothing stores 1969 Premium Jeans. The PR stunt ran in conjunction with a $20 discount on jeans purchased at the outlets online store. Gap caught some flack because clearly it was a PR

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stunt or perhaps because Wall Streets popularity is in freefall, but kudos to the team at Gap for daring to think different and take a risk. 5. All apologies- Netflix apologized for a service disruption to its Xbox Live users and offered a two percent discount. Small change on an individual basis, but Netflix extended the apology to ALL Xbox Live service users, not just those affected by the outage. 6. All aboard. The National Railway Museum in the UK hired a six-year-old as its director of fun. The boy had sent a letter to the museum after learning a recent retirement had left an opening. The BBC took note.

7. Much to learn young grasshopper - A company called GotVMail rebranded itself Grasshopper, Inc. and to kick off its rebranding campaign mailed chocolate covered grasshoppers to 5,000 influential people. The company pitched a YouTube video that as of today has received more than 200,000 views and reached nearly one-million people on Twitter.

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DEFENSIVE PR STRATGIES
The Dark Side of PR
When faced with terrible information on our business, we have three options. The first option is to ignore the data and assume everything is okay. The second option is to see the data and tackle the problems head-on so we can find out the truth and fix what needs to be fixed. And finally, theres a final option rather than ignore the information or do something about it the effective and less travelled road is work tirelessly to undermine the original information, have some doubt for accuracy. Option three is a defensive strategy and normally becomes a viable option for a corporation who possibly faces extinction (cigarettes) or major losses (BPH) if the government and public turn against it. We learned about this strategy in school and its darn effective and relatively simple thanks to mercenary scientists and market researchers who start with the end in ind. Do you remember when there was conflicting evidence that smoking cigarettes were dangerous or the new evidence around global warming possibly not being a real issue? Confuse the public enough and the corporations get a stalemate as legislators get caught between good and bad science.

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While I cant confirm the above is whats happening, I did find it interesting that the WV Nursing Home Association would decide to run ads on local radio stations stating that in an *ahem* independent customer satisfaction survey X% (I think somewhere around 95%) of respondents were very pleased with their level of care. X% really? I guess those terrible ratings from the government have to be wrong then.

EXAMPLE OF DEFENSIVE PR STRATEGY

One of the earliest documents on the tobacco industry's PR strategy is from 1953, from the public relations firm of Hill & Knowlton. It shows how the heads of the major American tobacco companies came together and agreed to engage in a massive, long-term public relations effort to confuse the public regarding information on smoking and health. The document consists of minutes of a now infamous 1953 meeting at the Plaza Hotel between the presidents of the major tobacco companies and representatives of the public relations firm Hill & Knowlton. The minutes state. The chief executive officers of all the leading tobacco companies--R.J. Reynolds, Philip Morris, Benson & Hedges, U.S. Tobacco Company, Brown & Williamson -- have agreed to go along with a public relations program on the health issue.

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Brand Revitalization strategy

Brand Revitalization is a major overhaul of a brand, starting with its positioning and proceeding through creative regeneration of the brand identity. Revitalizing a dormant brand can be a highly profitable strategy under the right circumstances. Over time, brands build up awareness and name recognition among your customers. People connect emotionally with brand that reminds them of a specific time, place or experience, and old brands often have a reputation of reliability that new brands cannot match. If products, services or competition has changed for your business over the years, then it is time to re-evaluate your brand. Or, perhaps you never had a clear vision of your brand. Our branding process will assist your leadership team with clarity and focus. When the core purpose and vision of the future are crystal clear, something magical happenspeople get aligned, productivity increases, satisfaction increases and a strong brand is created. Some basic points should be kept in mind.. Relevant consumer understanding knowledge on market dynamics Strong analytical skills coupled with excellent Man

management approach. Able to lead a cross functional team to drive the objective on hand .

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Believes in an optimum mix of Delegation and Hands -on approach. A complete team player, with leadership qualities.

The key objective Get The Job done ,with full integrity!!'... Example of Brand Revitalization strategy IBN 7 Launches 'Citizen Journalist' -A Citizen for a Citizen's Initiative New Delhi July 5, 2006: Practicing its philosophy of inclusive journalism IBN 7 launches 'Citizen Journalist' to the Hindi news space . Hitherto CNN-IBN, the fellow channel of the TV 18 Network, was empowering the common man through the Citizen Journalism initiative. 'Citizen Journalist' encourages the viewers to document in pictures or videos, anything around them that should be brought to the nation's notice. The most relevant reports sent will be aired on the channel, duly crediting the viewer. Citizens can report on news items of importance across the country by sending in a MMS to 2622, SMS CJ (Story) to 2622 or by calling IBN 7's help-line at 01202515340. Citizen Journalists may also e-mail their stories to citizen@ibnlive.com or even post their stories on www.ibnlive.com. Citizen Journalist, the initiative started by CNN-IBN and has over 2000 stories in its bank within just six months. Ashutosh, Managing Editor, IBN 7 said,

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"We at IBN 7 endeavor to infuse our mission statement 'Khabar Har Keemat Par' in every individual's life, and ' Citizen Journalist' an ideal route to capture it. This initiative by CNNIBN is exemplary and laudable. We are confident that IBN 7 will also receive an encouraging response and attain similar success" Editor-n-Chief, CNN-IBN, Rajdeep Sardesai said, " Citizen Journalist is an idea whose time has come. It 's a way of engaging the viewer, of making him/her an active participant in the process of newsgathering, of making television news truly interactive. The big idea is to build a citizenry that is engaged with public life."

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PROMOTIONAL TOOL MIX PR STRATGY

In the most simple terms, promotion or marketing communication is the way in which organisations communicate with their customers. The customers may be intermediaries (such as advertising agencies, retailers or sales people) or the end user of the product. End users may continue the communication chain by influencing the decision making of their friends and acquaintances. It aims at attracting business success. Gain Customer Confidence. Customer indecisiveness,

skepticism, indifference, or confusion are among the top sales killers in the business world. It's up to you to project an image of experience, quality, dependability, excellent customer service, and/or added value to your prospective customers in order to win their confidence. If you haven't clearly communicated the advantages and solid reasons for them to do business with you, then they'll be hesitant to commit and the sale will go to your competitor. Penetrate awareness of your target audience by using integrated marketing strategy, which in many cases would include a well-planned website marketing strategy. Stated simply: the more ways the public hears about you, the better your chances are for achieving brand recognition, credibility, and greater market share. Effective marketing strategy is

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partly the result of exposing your target audience to your name and your selling points (unique selling proposition) as often as possible (frequency), in as many ways as possible, and as cost-effectively as possible. Purchasing is an emotional decision. Instill in your prospects good feelings about your company, your business relationship with them, and how you can improve their lives or solve their problem. Accomplishing that is at least as important in the sales and marketing process as focusing attention on product features and benefits. To learn more about the role emotion plays in marketing.

Continually ask questions, re-evaluate what you're doing, and be flexible. If your website isn't converting the way it ought to be, try to pinpoint its weaknesses and correct them. The same holds true for print ads that are not generating responses. If the solution doesn't jump right out at you, ask your associates, acquaintances, neighbors, or spouse what their initial gut reaction is to your latest print ad, website landing page, a marketing postcard, or a radio ad. Instead of asking them what they think of it, ask them the more pointed question of how they think it could be improved (and assure them that you won't be offended by their constructive criticism). Useful feedback can often come from unexpected sources.

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Here are 5 trendy, new strategies being adopted by PR agencies today.

1. Guerrilla marketing - This strategy is gaining in popularity and even though they work best for small companies; big companies are adopting this technique as well. Guerilla marketing is a lowcost high-impact tactic that is meant to draw attention. The biggest example is when Cartoon Network in 2007 placed several magnetic displays in and around Boston to represent a few of the characters of the Television series Aqua..

2.Social media integration- Social Media includes Internet marketing channels like Facebook, Twitter, Linked-In and You Tube to name a few. Companies start Facebook and Twitter accounts to keep their followers updated with the best offers, latest news, new locations, discounts and industry trends. A good example of a company that has solely used social media to promote sales is Rosa Mexicano. The restaurant draws customers by exclusively working on websites.

3.internet and sharing - Internet sharing refers to the global distribution of information via the electronic medium. Mobile marketing, Podcasting, E-Zines, Vlogs and Wiki sites almost replace the traditional media kit. Social bookmarking sites like Digg, Delicious, Stumble-Upon and Reddit also get word of your product .

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4 Media relation- The new trends indicate that print is being read less and less each day. This can only mean one thing - people are reading on the Internet. Therefore, instead of maintaining media relations with magazines and newspaper reporters, PR agencies are now trying to reach out to highly connected bloggers. These bloggers communicate directly with the audience. Instead of writing news releases for print media, the new trend is to write concise ideas of your product or service and pitch it to a handful of bloggers. It is more effective to have a few bloggers writing about one of your products than to have one glorified article on an expensive magazine.

5.celebrityambassdors The more creative you are with your brand ambassador the better will the response be to your product. Celebrity ambassadors will never go out of fashion. You can also create character bloggers or character twitters: They can be the name and the face of the brand in the virtual medium. Example: Television shows like Greys Anatomy are using character blogs to promote viewership.

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SURVEY

1 . Do you know about Corporate Image Management through Public Relation ?

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Source: a survey has been done among the people age of 18-40 in Lucknow -2010

COMMENT: Most of the people know about Corporate Image Management through Public Relation. The ratio of male and female is approximately same.

2 . Have you ever heard about diversionary response PR strategy . If , yes , which aspect of the strategy is your favourite . Four options are..
1. Concession. 2. Relabelling. 3. Dissociation. 4. Ingratiation

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Female age- 18-40

5% Yes 87 No 13

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survey been done among the people age of 18-40 in Lucknow -2010

COMMENT: Most of the people know about divisionary PR strategies. The ratio of male and female is approximately same. And the most popular strategy is relabeling which mine favorite is too.

3 . Have you ever heard about creative PR strategy? If, yes, which aspect of the strategy is your favorite. six options are..

finders keepers Netting resumes Bloggers grown wings Exchange for shelf-space All apologies All aboard

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Source: a survey has been done among the people age of 18-40 in Lucknow -2010

Comments - most of the male are not aware of creative PR stategy , whereas females are much aware of it, in comparison of male .For favourite aspect.exchange is most popular.

4 . Have you ever heard about defensive PR strategy?

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Source: a survey has been done among the people age of 18-40 in Lucknow -2010

COMMENT: Most of the people know about defensive PR strategies . The ratio of male and female is approximately same.
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5 . Have you ever heard about brand revatization PR strategy?

Source: a survey has been done among the people age of 18-40 in Lucknow -2010

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COMMENT: Most of the people dont know about brand revatization PR strategy. The awareness ratio of male and female is approximately same.

6. Have you ever heard about promotional tool mix PR strategy?

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Source: a survey has been done among the people age of 18-40 in Lucknow -2010

COMMENT: Average people know about promotional tool mix PR strategy . The ratio of male and female is approximately same.

8. Among trendy PR strategy , which is your favourite.

Guerrilla marketing Social media integration internet and sharing. Media relation Celebrity Ambassadors.

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Interview
An interview with Jerre Stead, EXCEL award recipient Communication World June-July, 1995 Q1. Have you developed any particular strategies that contribute to your own style of communication? One is that the only way you really win in business is through your own associates, or employees, being externally focused on customers. Over the years I've gotten to the point where I really do believe that the only sustainable competitive advantage any company has is its people.Two, I also start out with the assumption that's proved to be pretty accurate over time, that the people power available to a corporation, or organization of any kind, is very rarely tapped to its potential because of the lack of trust that we have, conscious or
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unconscious, in our people. So I start out with the assumption that I trust 100 percent of our people, and that each and every person knows how to do his or her job better than anybody else. I also believe that because people really do, in a corporation, develop, sell, market, support, innovate, create - everything is done by people - one of the most important things we can do is create really world-class internal communication vehicles and systems. If you're not keeping all of your people current and constantly up-to-speed, and sharing with them the facts, we won't be allowing them to be accountable; to make a difference. I actually tell people that coaching responsibilities are management responsibilities. They should be spending at least 50 percent of their time in communication, and that includes sharing facts, as well as listening.

Q2. What are the areas you find most challenging in working with increasingly diverse cultures, both globally and locally? I think two things: One is that we complicate the global environment much more than we need to. For example, one of the things I always do when I join a company is to make sure that we set an agreed-upon vision and mission and set of values. It is incredible to me how often we get the question, "Will these values be accepted in Spain? or Europe or someplace else?" Because we are so insulated in the United States, we think the rest of the world is different. I have lived and managed outside of the U.S. for
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many years; people value values equally around the world. Secondly, we do not do nearly enough interchange; if we're running a global company, it's coincidental that in the case of Legent or AT&T or anybody else that our headquarters happen to be in the United States. We need a very diversified set of leaders. For example, the person whom we have just selected to run our North American sales organization at Legent is from Australia.You created a major cultural shift at AT&T/GIS as well as other companies. Can you elaborate on some of the programs that you've instituted, and why you feel a vision and mission and values statement to be so vital? One of the wonderful things about AT&T/GIS and Legent is that we are the kind of companies we are, with the number of associates that we have. At both of these companies, I have relied on many of the same communication programs. At Legent, I'm now able to communicate by E-mail more efficiently, and faster, around the world than any place I've ever been. It's a wonderful vehicle. We also have a once-every-two-months video that we produce. We do a Coach's Corner once every two weeks in addition to Coach's Rallies and Juice with Jerre. Q3 . How many people do you have in the corporate communication department? We are growing so quickly it's hard to keep track. Right now we have nine.When we look at the bottom line, and I'm talking about the profit/loss, financial bottom line, how important do you think good communication is?
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Over the long haul, that's more important than anything else we can do. To really maximize the resources of the company, people have to know what's going on. We'll start at Legent, as an example, soon, with scoreboards letting folks know exactly how we're doing from our revenue growth standpoint, our profit growth standpoint, our customer delight standpoint, so our people know what's happening. It's critical. Q4 . Do you have any other advice or suggestions that you could offer our readers? The only additional comment I would make is I try to create an environment where we have a single class of people, a world-class group of folks. We are all equally important. I work on an objectives, measures and rewards system, and work very hard to get those of us who have coaching responsibilities to make sure that we are adequately trained and adequately rewarded for communicating with our associates. That's critical to the ultimate success of any organization.

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Q4 . Do you have any other advice or suggestions that you could offer our readers? The only additional comment I would make is I try to create an environment where we have a single class of people, a worldclass group of folks. We are all equally important. I work on an objectives, measures and rewards system, and work very hard to get those of us who have coaching responsibilities to make sure that we are adequately trained and adequately rewarded for communicating with our associates. That's critical to the ultimate success of any organization.

Conclusion

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In a word: credibility.And a good public relations strategy is the way to get the media to seek you out. How can you make the PR process work for you? Let me walk you through 10 rules you need to create an effective PR plan to give your product competitive advantages in your market:
1. Know your market. The more specific you can get about

which community should use your product, the easier it will be to identify which media you need to work with. Be very narrow in your target, realizing that no product ever commands 100 percent market share, nor does it need to in order to be successful.
2. Identify the product benefits relevant to your

market.

Features arent as important as what your product does for your potential clientele. Remember, at this stage youre trying to sell your product or service to the media so your story will get published. Let them know the benefits and show them the numbers to prove that your product saves users time and money--or makes money.
3. Establish your product as unique. Its important to be able to

prove your product is x-times faster, better, cleaner or more cost-effective than your competitors product or industry standard. Such specific and proven advantages will provide the media concrete evidence to feature your product over anyone elses.
4. Source

and use testimonials. All other things equal,

testimonials are one of the strongest ways to enhance the credibility of any promotional piece. This also holds true for your editorial piece as well. The main difference will be the

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way the testimonial is presented. While in some promotional pieces you might get away with someone named C.K. from Omaha who says your widgets are great. However an editorial piece needs to be about a targeted benefit. 5. Target the media used by your target market. Find out which media outlets your target market typically reads, views or listens to. In many cases, youll be able to identify specific journals or programs for the industry you are targeting. If its not obvious, you may need to do some research to find out which media are most seen or read by your target market. You can get this information from SRDS and any of the Bacons directories. These types of publications outline available newspapers, magazines, newsletters, radio and television broadcasts according to locality and special interest groups. They also provide names and contact information for key editors.
6. Prepare your press release to be printed as is. Start your

release with a great headline and make sure it also follows AP style guides so a journalist can (if they so choose) cut and paste your copy for their story needs. Your first paragraph should be no more than 25 words and needs to both explain the headline and summaries the story. Journalists spend on average of seven seconds speed reading the hundreds of news releases they receive each day, so the first 25 words are critical. And remember to keep your editorial to one page or less.
7. Sell your release. Make a phone call to the person named in

the media guide. Let them know you have a story that may interest them and their readers. Give them the headline and
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the first paragraph. Theyll make a decision then and there whether they like it or not. A yes or maybe means send me a fax or email with more information. Then, forward immediately marked clearly to their attention. Earn the right to follow up by asking if you can call back the next day or at some other specific time, depending on publication dates.
8. Follow up. Call your contact when you said you would to

confirm whether or not they received the information you sent and offer to provide more information if necessary.
9. Keep in contact. But dont be pushy. If the story is of value, it

will sell itself. All you should do is provide your contact with the convenience of more information. This is also a good way to make sure your press release gets a second look.
10. Use a photograph. A photograph can literally sell a thousand

words. Daily media are more photo-conscious than ever, and are more interested in photos than the monthly special interest magazines or trade journals. Those publications are usually only interested in a photograph if it educates or informs the reader. Are these steps a guarantee of publication, broadcast and success? No. But by following them, youll immediately increase your chances of success and youll also start to build the good media relationships youll need for the future. Youll also give your product a strong competitive advantage in the media market, while any results you do achieve from free press will be more effective.

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So if youre looking to start your own PR program, just follow the steps. Then, you can work to apply your off-line efforts to the online space--a strategy that can leverage your message in a number of ways conventional media simply cant.

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Bibliography

Books .. 1. Effective PR for a small business on a budget : by Shana Keith 2. Top 5 PR Strategies by : Danny Brown 3. Strategic planning for public relations : by Ronald D. Smith 4. Public Relation Strategies and Tactics : by Dennis L. Wilcox,

Web sites: 1. www.cbeyond.net 2. www.webanalyticsworld. 3. www.answers.com 4. www.answers/topic.com 5. www.aboutpublicrelation.com

Annexure
Questionnaire (general)

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Department of Journalism & Mass Communication

This questionnaire is aimed at understanding different aspects of Different types of PR strategies..an analysis . The project is purely for academic purpose & will not be used commercially.

1 . Do you know about Corporate Image Management through Public Relation ? a- Yes b- No

2.Have you ever heard about diversionary response PR strategy .If , yes , which aspect of the strategy is your favourite.

a- Yes

b- No

four options are..

1. Concession. 2. Relabelling. 3. Dissociation. 4. Ingratiation

3 . Have you ever heard about creative PR strategy ? If , yes , which aspect of the strategy is your favorite.
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a- Yes

b- No

six options are..

finders keepers Netting resumes Bloggers grown wings Exchange for shelf-space All apologies All aboard

4 . Have you ever heard about defensive PR strategy? a- Yes b- No

5 . Have you ever heard about brand revatization PR strategy? a- Yes b- No

6. Have you ever heard about promotional tool mix PR strategy? a- Yes b- No

7 . . do you know about some trendy PR strategy. If , yes , please mention about the strategy a- Yes b- No

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8. Among trendy PR strategy , which is your favourite.

Guerrilla marketing Social media integration internet and sharing. Media relation Celebrity Ambassadors.

9. Do you think that by promotional mix strategy , the product or service get popular among customer. a- Yes b- No

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