- •Ильина о.К., Тычинский а.А.
- •Предисловие
- •Методическая записка
- •Content
- •Marketing communication
- •The role of public relations in the marketing mix
- •Public relations planning in the marketing mix
- •Marketing integration
- •Campaign development
- •Diagnosing the solution
- •Product launches
- •Improving brand equity
- •Public Relations in the future marketing mix
- •Step-by step planning process
- •Exercises
- •I. Discuss the following questions.
- •II. Say what the following refer to in the text of the article under the headlines:
- •Marketing integration
- •III. Match the following definitions with the word-combinations below.
- •IV. Complete the words.
- •Internal communication
- •Why communicate?
- •What do people want to know?
- •Some communication techniques
- •Communication and leadership: the bp Oil experience
- •Background
- •Preparing the ground
- •Creating the right attitude
- •1 The right attitude (see Figure 2.2)
- •Attitude Technique Talent
- •2 The communication road map
- •3 The good communicator
- •4 The head office communication forum
- •The virtuous circle
- •Link with human resources
- •Where is bp Oil now?
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •IX. Translate the following text from Russian into English.
- •(Виктория Чупровская. Внутренний pr способен решить коммуникативные проблемы в компании. Www.Prlink.Ru)
- •Сommunity relations
- •Background
- •What is community relations?
- •Why bother?
- •Methods used in a community relations programme
- •One piece in the jigsaw
- •Research
- •Strategic objectives
- •Project selection criteria
- •A sponsorship example
- •Donations policy
- •How can the project be developed?
- •Measurement and evaluation criteria
- •Business benefits of the programme
- •Employee participation in the community involvement programme
- •Why bother involving your employees?
- •How do you know that the programme is a success?
- •Internationalising the programme
- •Future developments
- •Conclusion
- •Exercises
- •I. Discuss the following questions.
- •II. Say what the following refer to in the text of the article under the headlines:
- •IV. Complete the words.
- •V. Translate the following word-combinations from Russian into English consulting the article.
- •Financial public relations
- •How do you define financial public relations?
- •The basic task
- •Corporate public relations
- •What contribution does financial public relations make to the success of a company?
- •What are the rules that govern financial public relations?
- •Why has this business become such a major industry?
- •Investor relations – Is it public?
- •Coordination and consistency
- •A time to speak and time to remain silent
- •How does it fit in with other areas of public relations?
- •In-house or consultancy?
- •Vickers plc – a very brief case study
- •Conclusion
- •A checklist
- •Exercises
- •Corporate public relations
- •Vickers plc – a very brief case study
- •VIII. Translate the following text from English into Russian.
- •IX. Translate the following text from Russian into English.
- •X. Summarize the article “Financial Public Relations”.
- •XI. Solve the following pr problem.
- •Local government and government relations
- •Why central and local government matter
- •Effective public affairs
- •Defining public affairs
- •Central and local government
- •Government
- •Members
- •Local government
- •Gaining access
- •Case studies
- •Bail Bandits – a campaign to change the law
- •The execution
- •Trident – battle of the dockyards
- •Key points
- •Exercises
- •Business to business public relations by Nigel Lawrence
- •The customer rules
- •How do you know it works?
- •The trade press
- •Getting it right
- •Being prepared
- •Getting the good news across
- •Joining forces
- •Conclusion
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •Public relations for non-commercial organizations
- •The mission
- •Not-for-profit pr
- •The public presence
- •Partnership – the sum is greater …
- •Provision of services
- •Involvement of interested parties
- •Case studies – the human face
- •Aims, objectives and realization
- •Checklist for a successful campaign
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •Involvement of interested parties
- •III. Match the following definitions with the word-combinations below.
- •VI. Translate the following sentences from Russian into English using active vocabulary.
- •VII. Translate the following text from English into Russian.
- •Sponsorship
- •Definition of sponsorship
- •What makes a successful sponsorship?
- •Do’s and don’ts of sponsorship
- •The sponsorship package
- •Sponsorship package checklist
- •The public relations agency agenda
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •The sponsorship package
- •III. Match the following definitions with the word-combinations below.
- •IV. Complete the words.
- •V. Translate the following word-combinations from Russian into English consulting the article.
- •Environmental public relations
- •Be aware of public concerns
- •Chemicals industry – in the limelight
- •The Rhône-Poulenc initiative
- •Changing public perceptions
- •Putting the case for recycling
- •Looking to the future
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •III. Match the following definitions with the word-combinations below.
- •IV. Complete the words.
- •(Dorothy Seed. Global warming changes attitudes to nuclear power / Behind The SpinPublic Relations. Http://publicsphere.Typepad.Com/behindthespin/2006/11)
- •Glossary a
Сommunity relations
by Andrew Mann
Background
Community relations programmes have many definitions, cover varying objectives and are usually based on either a focused or scatter-gun approach. However, all professionally developed programmes have one thing in common – they are all designed to have a measurable impact on the overall perception of the company, by both its external and internal audiences – in other words, a measurable direct bottom line benefit.
This is achieved by utilizing the professional skills of a public relations expert who is capable of demonstrating the achievable benefits of the community relations discipline and can highlight the added value of such a programme to a company’s overall business objectives.
The need to link a company’s community programme to its overall business objectives is a fundamental assumption. However, this is not always the case. In the past, patronage (defined as a donation where the company gets no direct benefit) and the ‘Chairman’s wife syndrome’ greatly influenced a community relations programme. But, following the recent recessionary period, when company budgets were squeezed, most companies now aim to maximize community programmes by adding value to – in many cases – a reduced budget by examining all community expenditure and devising strategies focused on maximizing the benefits.
One consequence of this is that corporate philanthropic donations have decreased as marketing spend is concentrated on more proactive sponsorship activities.
A further trend is that companies are now realizing the advantages of involving their employees in deciding how the community should be supported and which activities will form the key focus areas. This creates opportunities for involvement personal development, pride in helping the local community and increased morale, as employees feel that their contribution is valued, by both the company and the community.
What is community relations?
My definition of community relations is ‘a series of mutually beneficial business partnerships with one or more stakeholders, which enhance the company’s reputation as a good corporate citizen’. Parterships can be either a local, regional, national or international basis, but, the majority of community relations programmes are usually focused on either where the company’s headquarters is located, or around one or more of its operational sites.
The stakeholders are represented by the company’s target audiences (customers, media, suppliers, employees, trade unions, politicians, local government representatives, community organizations, key opinion formers, shareholders, educationalists, environmentalists) and it is vital for the long-term future of your company that they receive the correct messages and understand the reasons for/consequences of your actions.
Why bother?
As companies develop more professional community programmes and communicate their policies to wider audiences, more and more shareholders are looking at the company’s reputation, especially from an ethical viewpoint. This trend is slowly influencing institutional shareholders, proving that a good corporate reputation for serving the community can have a beneficial impact on the share price.
Furthermore, educational development (‘from the cradle to the grave’) concepts are now being developed to encompass the whole community, since properly trained and developed workforce is seen as being crucial for any company’s future. A community relations programme can benefit this development in two ways. The first is by education based sponsorships which create awareness in local schools and/or are linked to the national curriculum, which helps establish a company as a desirable employer with resultant potential recruitment opportunities. Secondly, they can provide opportunities for employees to develop their skills by working with local schools on schemes such as mentoring, work shadowing or mock interviewing.
Likewise, serving the local community and the impact of its presence on local employment and economic regeneraton is a frequently used defence during a takeover. This can help to focus the support of the local media, MPs and other key opinion formers. It is crucial that target audiences are already aware of your existing work and are suitably briefed in order to quickly support your actions, based on knowledge and facts. If a story breaks in the local media, it is the first two hours which are the most important, when news editors are compiling background reports and interviews. If they ask the views of (say) local MP, they may be put in a position where they have to instantly respond. If you are regularly updating your local MP about your involvement in their constituency, they will be able to respond in a far more knowledgeable and supportive way.
A final reason is that a positive community involvement strategy is now being more widely acknowledged as a fundamental part of a business excellence programme. For instance, the influential European Foundation for Quality Management model has nine determinants for recognizing and assessing total quality management, one of which is the impact company has on society.