CHAPTER 16 1 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Corporate Reputation Attitude people have towards the organization. Good reputation: –Attracts customers. –Acts as a buffer in a crisis. –Raises share price. –Attracts better employees. 2 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Direct experience of dealing with the organization. Hearsay evidence from friends, colleagues and acquaintances. Third-party public sources such as newspapers and TV. Organization-generated information such as brochures, annual reports and advertising. Sources That Influence Reputation 3 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Hierarchy of Information Sources 4 Fig Hierarchy of information sources Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Creating a Reputation 5 Fig Creating a reputation Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Types of Image 6 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Corporate Image & Added Value 7 Fig Comparison between adding value and maximizing profits Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Publicity, PR and Press Relations 8 Fig Publicity, PR, and press relations Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Organizing press conferences. Staff training workshops. Social events. Handling incoming complaints or criticisms. Grooming senior managers for TV or press interviews. Moulding the internal culture of the organization. Managing social media. PR Managers’ Tasks 9 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Customers. Suppliers. Staff. Local and national governments. Neighbours. Local residents. The general public. Pressure groups. Other industry members. The “Publics” 10 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Tools of PR 11 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Criteria for Successful Press Releases 12 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Call media events and press conferences only for important announcements. Eliminate negative connotations in your announcements. Have both PR people and some of your company’s senior executives to talk to press. Invite journalists you have a good working relationship with. Avoid being lavish with refreshments. Public speaking training is essential. Give enough time for reporters to file their stories. Basic Rules for Media 13 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Hierarchy of Organizational Needs 14 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Magazines. Newspapers. Newsletter. Wall newspaper. Electronic newsletter. Websites. Internal briefings and open meetings. Internal Communications Methods 15 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Issues in Designing a House Journal 16 Fig Issues in designing a house journal Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Reasons for Sponsorship 17 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Must be cost-effective. Be consistent with the brand image and marketing communication plans. Should offer a strong possibility of reaching the desired target audience. Care should be taken if the event was sponsored before. Sponsorship Criteria 18 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Risk Management 19 Fig Elements of good crisis management Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Ensure a good relationship with media beforehand. Be prepared. Avoid careless statements. Have good crisis teams. Know the crisis policy. Dealing with Media During A Crisis 20 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

A firm is too small to have a specialist PR department. Not enough expertise. The external agency can provide an unbiased view. External agencies carry greater credibility. The external agency is cheaper. One-off events or campaigns are more efficiently run by outsiders. Reasons for Outside Relations Agencies 21 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Basic activities/services: Establishing channels of communication. Management communications. Marketing and sales promotion related activity. Advice or services on political, governmental, or public affairs. Financial public relations. Personnel and industrial relations. Recruitment, training, and higher and technical education. The Public Relations Consultants’ Association 22 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Exhibitions. Sponsorship. Production of house journals. Corporate or financial PR. Government liaison. Organizing one-off events. Overseas PR. Outside Agency Activities 23 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

In-House vs. Agency Staff 24 Fig Example of task division between in-house staff and agency staff Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Specific. Measurable. Achievable. Relevant. Targeted accurately. Timed. SMARTT Formula 25 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Evaluating PR 26 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Summary 27 Corporate reputations are not built through spin-doctoring. Good corporate reputation has many values. Public relations has an internal role. Crises will happen: having a crisis team in place is prudent. Outside agencies are often cheaper and more effective than in- house PR. Between two and three times the cost of sponsorship should be devoted to supporting communications. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013