Public Relations

COMMUNICATION QUALITY DIRECTLY DEPEND UPON ETHIC ATTITUDIES, ADOPTED RULES, PROCEDURES, JUST LIKE AN ACTUAL CREATOR*S STATE OF MIND IN A MINUTE OF CREATING MESSAGES
dr Slavko Kovaevi

WWW.IMC.CO.YU

SOSTAC PLANNING MODEL

Situation - Where are we now?

Objectives - Where we WANT to go ? Is it real ?

Strategy - How do we get there? general way

Tactics - What will we do ? STEP BY STEP

Actions - Who will do, what and when?

Control - How will we know when we arrive?

WHAT IS MAIN COMPANY VALUE ?

MAIN COMPANY VALUE IS NOT ANY MORE MACHINES AND BUILDINGS ! MAIN COMPANY VALUE IS COMMUNICATION QUALITY (TRUST) WITH CUSTOMERS, EMPLOYEES, SUPPLIERS, SALES FORCES, GOVERNMENT, MEDIA, COMPETITION ...
QUALITY AND DEVELOPMENT OF MARKET COMMUNICATIONS AS WELL AS FULL CONCEPT APPLICATION OF

INTEGRATED CORPORATE COMMUNICATIONS ARE MAIN COMPANY VALUE !

DEALING WITH INVISIBLE PART OF BUSINESS !? COMMUNICATIONS QUALITY

IS EVERYTHING !

BUT ?

WHAT THINGS MAKES WRONG ?: AMIGDALA ?

Ego - INDIVIDUAL IDENTITY WE BELIVE THAT WE ARE ALWAYS RIGHT

AUTHORITY ? WHO JUDGE ? HABIT / ego dominations - fight or run away ! Education quality in communications ? Leader - boss bad or good teacher ? responsibility ? alfa (fe)male factor - vanity / passion !?

Unutranji Konflikti
Ja Sa mnom
I like Platon*s philosophy, But sex, I even like a bit more !

PUBLIC RELATIONS
actual state of PR in your company ???

Is there PR - sector or PR - department How much PR employees (what kind of function) How is real influence of PR department ? Do you have PR budget for one year plan ? How often you invite mas - media for company celebrations or others events Do you have in writing form: mission and corporative identity How management care about communications qulity with employees
(for management: 1. employees, 2. customer ......?!)

Your PR - employees : PLANNERS / WORKERS ?!

WHAT IS PUBLIC RELATIONS ?

TWO WAYS COMMUNICATIONS PERMANENT TWO WAYS COMMUNICATIONS PERMANENT STRATEGIC TWO WAYS COMMUNICATIONS - CLEAR GOALS and timing and control ! PERMANENT STRATEGIC TWO WAYS COMMUNICATIONS WITH YOUR PUBLICS:
EKSTERNAL AND INTERNAL

PERMANENT STRATIGIC TWO WAYS COMMUNICATIONS WITH YOUR PUBLICS: EKSTERNAL AND INTERNAL - TO REACH MUTUAL BENEFITS ! (SPONSORSHIP)

PROACTIVE COMMUNICATIONS !!!

Definition
The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics
Institute of Public Relations

Definition more !
PR is about reputation, - the

result of what you say and what others say about you. PR practice is the discipline which looks after reputation with the aim of earning understanding and support and influencing opinion and behaviour
IPRA

PUBLICS

PUBLIC RELATIONS 1
what we do ? moves in order ! MISSION - definition Environment reserach MUST BE GOALS IN WHOLE STRATEGY - plan AND ORDER TACTICS - plan ACTIONS RESULTS CONTROL (RESEARCH)
PROACTIVE INTEGRATED CORPORATIVE COMMUNICATIONS !

PUBLIC RELATIONS 2
WHAT WE DO !?
COMMUNICATION STRATEGY - research, make priority list of publics,
define goals, make strategy and tactics, creations and control of messages !

IDETITY MEDIA ( controling in visual standards, dress code, entherier . .) COMPANY NEWS (PRODUCT NEWS, ABOUT OUR MARKET AND EMPLOYEES) EVENTS (organising and sponsoring in sports and art) PUBLICATION ( company news paper, annual raport, catalogue for customer ...) LOBBYING ( to maintain positive law, to gain important people outside company) LOCAL COMMUNITY COMMUNICATIONS (cooperation and manitain
good relations with local community)

SOCIAL RESPONSIBLE ACTIVITIES ( postive image building in local

community as social responsible company )

PUBLIC RELATIONS
What we do - more ?

PUBLICS RESEARCH MANAGEMENT SUPPORT

STRATEGIC COMMUNICATIONS WITH PUBLICS MEDIA RELATIONS
- PRESS CONFERENCE
- PRESS RELEASE - PUBLIC SPEACH - TRAVELING FOR MEDIA - PEOPLE

COMMUNICATIONS IN CRISIS PRESENTATION - annual meetings, wellcome parties, promotions, exhibitions, semminars etc.

PR Planning
The identification of the primary audience(s) for a campaign. The identification of key issues for the audience Positioning- closing the gap between the image and the actual

COMPANY IMAGE
BIG INFLUENCE ON MARKET SUCCESS

SUCCESS or ...!?
RESEARCH BEHAVIOUR - ACTION

COMPANY PERSONALITY

ENVIRONMENT ATTITUDIES
CORPORATIVE CULTURE

QUALITY !?

COMPANY IMAGE
REALISTIC

INFORMATIONS
Establish as soon as possible

QUALITY !?

Chack frequently

VERY OFTEN

COMPANY ERRORS
IN THEIR OWN PR - PRACTICE

BAD RELATIONSHIP WITH PR - EMPLOYEES INADEQUATE POSITION OF PR - DEPARTMENT

- USUALY: MEDIA SERVIS or CELEBRATIONS

AVOIDING BASIC PR - RESEARCH NO INTERES FOR REAL COMPANY IMAGE
ATTITUDE: THAT GUILTY IS ALWAYS SAMOBODY ELSE

BELIVING THAT WE CAN BE INVISIBLE WHENEVER WE WANT TO !?

MOST IMPORTANT PR - VALUES

1. IN FIRST PLACES - TRUTH ! 2. UNDERSTANDING COMMUNICATION-PARTNERS NEEDS !

3. OPTIMISM, TOLERANCE, BE OPEN, HONESTY ! CORPORATIVE CULTURE ! 4. PROFESIONALITY RESPECT FOR OBLIGATIONS AND ABILITY TO TAKE FULL RESPONSIBILITY !

PROACTIVE COMMUNICATION ACCESS !!!

ALL WE NEED IS LOVA

Kada ste najjai - u najveoj ste opasnosti !?

WHEN YOU ARE STRONGEST - YOU ARE IN BIGGEST DANGER !

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