Presentation on theme: "Introduction to PR Types of PR practice. Identity, Image and Reputation. Inas A.Hamid."— Presentation transcript:
Introduction to PR Types of PR practice. Identity, Image and Reputation. Inas A.Hamid
Types of PR practice Gruing & Hunt (1984)developed four types of PR practice based on their analysis of the historic development of PR in the USA. These types focus on the nature of communication in different organizations. The fourth is the best type -according to Gruing point of view- to achieve PR excellent performance. These types are : –Press agent- publicity –Public information –Two – way asymmetric –Two – way symmetric
Press agent- publicity: Originated in 1830 Its purpose is described as propaganda. Little respect for truth. One –way of communication : organization publics. Measuring feedback is not important. Researches may be rare. Public information: Tracked back to around 1900. Truthful facts. One-way communication. Researches may be minimal.
Two-way asymmetric: Heavily used in the 1940s &1950s. Following the US propaganda effort of the war I. Two – way communication, but in favour of the sender. Research may be well substantial, for the purpose of changing opinions and habits To increase the effiency of communication. Two-way symmetric: Developed by grunig &Hunt in 1952. Dialogue are relatively equal and mutually respectful. Two-way flow of communication,ideas &opinions. It is an ideal.
Types Press agent publicity Public information Two-way asymmetric Two-way symmetric PurposePropagandaTransmit factsFeedback then persuasion Mutual understandin g CommunicationOne-way,little respect to truth One-way,truthful, complete facts Two-way, in favour of the sender Tow-way,balance interest. ResearchrarelyMay be minimal Measuring attitudes to affect. Measuring attitudes to modify policies Type of organization Entertainment & sport Organizations Non- Profit& governmental organizations PR agencies, competing organizations Ratio of usage in USA Rare %15 More pronounced %50 Most common type %20 Seldom practiced. %15
Corporate Identity Corporate identity should express the character of the business. Corporate identity is planned on the basis of a desired image. Corporate identity means how the corporate presents its self on the basis of a desired image.
Identity planning Corporate identity in the last decade has acquired a broader interpretation, including: –Communication Materials: the design of logos, symbols, booklets, news release,magazine, advertising – Staff appearance, the way they act, and the interior and outside design of the building. –Organizational Personality: values,mission, vision,and purpose. –Organizational Behavior: Its polices,acts decisions –Social responsibility activities :events they sponsors, relations with charities.
Jaguar Vision Our Vision To be Northern California's leading automobile dealer for the products we represent.
Jaguar Mission Our Mission We are committed to providing distinctive automotive products and exceptional service while treating our customers and employees with unyielding integrity. Our Core Values We are a team We respect each other We encourage self-improvement We hold high expectations We embrace change We enthusiastically value our customer We support our community
Proctor & Gamble's (PG) Mission Statement PURPOSE We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper. VALUES P&G is its people and the values by which we live. We attract and recruit the finest people in the world. We build our organization from within, promoting and rewarding people without regard to any difference unrelated to performance. We act on the conviction that the men and women of Procter & Gamble will always be our most important asset. Trust We respect our P&G colleagues, customers, and consumers, and treat them as we want to be treated. We have confidence in each other's capabilities and intentions. We believe that people work best when there is a foundation of trust.
P&G products include nearly 300 of the world's most recognized brand from : Camay, Fairy, Gillette, Head & shoulders, Pampers, Tide, Max & Factor and many more.
Image planning Image is a mental or sensual perception of someone or something, based upon all the direct – indirect source of information Corporate image is very important, it presents the organization values and summarize what the company stands for. Images build – up confidence in the firm,credibility and publicize the firm's strength. Any organization has a current image and a desired image. The corporate image can have a positive or negative influence on customers when they make purchase decisions.
Corporate Image The corporate image is based upon experience of it. Experience may be DirectIndirect
Components of a Corporate Image Tangible Elements Customer perceptions of the goods or services. Retail outlets where the product is sold. Corporate name and logo. Packages and labels. How the corporate deals with customer. Customer views of each company's advertisement. Assessment of employees. Intangible Elements Reactions to crisis. Policies, values and beliefs. Culture of country and location of company. Media reports.
Reputation Company's reputation is valuable. Consumer preference about which brands to purchase and their opinions within a crisis and potential employees depend on a company's reputation. Assessing a company's reputation is important as promoting its goods and service. Interviews and surveys can be used to find out what people think about the organization.
Assessing and managing a company's reputation is one of the most important roles of PR.
Assignment What do PR practitioners mean when they talk about two-way communication? Can you think of a circumstance in which one- way communication might be appropriate? You are the PR director of MTI university. Your PR plans for building a positive reputation of high quality educational service. How will you do it? Can you think of your targeted audiences that need to be affected?