Marketing Communications

318 CHAPTER 10 PUBLIC RELATIONS Introduction Traditionally, public relations (PR) is an activity which in most companies has bee ...

PUBLIC RELATIONS AS A COMMUNICATIONS TOOL 319 z Looking aft er internal communications, with the purpose of involving employees ...

320 CHAPTER 10 PUBLIC RELATIONS because the media coverage generated is free. Getting media coverage oft en enables the company ...

PUBLIC RELATIONS AS A COMMUNICATIONS TOOL 321 With PR, journalists act as gatekeepers: if a story is perceived as having not eno ...

322 CHAPTER 10 PUBLIC RELATIONS Attracting and keeping high-quality personnel and improving the image of the PR profession have ...

TARGET GROUPS, OBJECTIVES AND TASKS 323 Th e fi rst important distinction that can be made is between corporate and marketing PR ...

324 CHAPTER 10 PUBLIC RELATIONS Management’ PR campaign in order to teach students how to spend money wisely. This way, MasterCa ...

TARGET GROUPS, OBJECTIVES AND TASKS 325 KBC is one of the major Belgian banks. In 2000, it decided to launch an advertising camp ...

326 CHAPTER 10 PUBLIC RELATIONS Public affairs Public affairs is a management function directed towards the societal and politic ...

TARGET GROUPS, OBJECTIVES AND TASKS 327 ‘We cannot tolerate that, without our permission, political messages are linked with one ...

328 CHAPTER 10 PUBLIC RELATIONS may invite journalists from the specialised press to encourage them to write a positive article ...

INSTRUMENTS AND CHANNELS 329 Instruments and channels PR professionals use a multitude of instruments and channels to reach thei ...

330 CHAPTER 10 PUBLIC RELATIONS enhance internal communications among employees because they provide the structured setting and ...

INSTRUMENTS AND CHANNELS 331 z The more positive (negative) that media coverage is for a particular attribute, the more positive ...

332 CHAPTER 10 PUBLIC RELATIONS Table 10.5 Rules of good media relations Learn about what a medium considers newsworthy: z^ Make ...

BUDGETS 333 The Da Vinci Code Even before the movie based on Dan Brown’s book was released in 2006, it succeeded in generating a ...

334 CHAPTER 10 PUBLIC RELATIONS Table 10.6 PR budgeting techniques z Historical comparison z Resources costing z Action costing ...

COMMUNICATIONS IN TIMES OF CRISIS 335 Table 10.7 Pre-crisis communications rules z Communicate z Keep in touch and be responsive ...

336 CHAPTER 10 PUBLIC RELATIONS Th e company should not pretend that problems do not exist. It has to show confi dence and knowl ...

COMMUNICATIONS IN TIMES OF CRISIS 337 z Tell your story fi rst and be honest. It is much more diffi cult to neutralise rumours o ...