商务秘书实务Chapter 16 - Public relations

Introduction
Why is the secretary a public relations representative for the company?
Definition
PR has been defined as the intentional, planned and sustained efforts to establish and maintain goodwill and mutual understanding between a company and the public.
Used to announce major corporate changes
New product lines Takeovers Mergers
Also used for the following:
To organize and manage information in crisis situations To respond to accusations of wrongdoing
and working conditions
promotion
Discussions about career structures,____
and training
Communications about __________ relations
management-employee
Related Activities and Tasks
Reporters are very good at asking
questions which are designed to extract an unguarded remark.
sensitive information
If you are not sure what to say, the best reply is
Related Activities and Tasks
With the media
Interviews with reporters Preparation and issuance of press releases Arrangements for press conferences Arrangements for exhibitions and demonstrations Presence on TV and radio, both national and local Publications in magazines and journals
Tips
Press Conferences
Press Conferences ( News
)
Conferences
Press conferences are an effective means of organizing and disseminating newsworthy information to the public.
Foster and maintain positive and invested morale among the company’s workforce
Create a likeable image by being active in helping and supporting the public on occasions when the need/opportunity arises
Related Activities and Tasks
Supplying leaflets, handbills, brochures and posters Activities in search of new working relationships
With business partners
Reporters may not accept the invitations unless the subject is appealing to them.
So invitations should clearly and succinctly
state the purpose and subject of the press conference.
• When dealing with enquiries from reporters, we should be approachable, friendly and cooperative.
The secretary must note:
No information should be given to a reporter without authorization from a responsible executive in the company.
“No comment”.
After a prepared statement, there
should be time for a question and answer session. The secretary should
take a verbatim report of this session, via tape recorder and written notes.
Increase business through positive public exposure and familiarity with the company’s name and its strategic advantages over the competition
Gain public approval and support for its policies
Chapter 16
Public Relations
Contents
Part 1: Introduction Part 2: Related Activities and Tasks Part 3: The Goals of Positive Public
Relations Part 4: Press Releases Part 5: Press Conferences Part 6: Conclusion
So that the accuracy of the facts printed in the newspaper may be checked
Conclusion
“Public relations” means the efforts made
by a company to create a favorable image
Advertising and presentation for _p_r_o_d_u_c_ts_ and services Making and distributing ___le_a_f_le_t_s___, handbills, brochures and posters _P_r_o_m__o_ti_o_n_ campaigns A_f_t_e_r-_s_a_l_e_s_ services
The Goals of Positive Public Relations
A PR campaign should incorporate the following goals:
Promote a positive local, national and international reputation for the company Encourage public confidence in the company and its products and services
Related Activities and Tasks
With the community
Contributions to the welfare of the community Contacts with dignitaries in local public administration organizations and other businesses
Use sparingly
18 Public Relations
Whom to invite depends upon the type of publicity coverage required
Local newspapers National newspapers Trade and technical journals Local radio stations Local television stations National TV networks Main news agencies
rather than advertising concrete, specific products or services.
Although public relations has internal and external tasks, the foundational task is to ___d_e_a_l _w_it_h_th_e_n_e_w_s_m_e_d_ia___.
Media • Press • TV • Radio • Magazines
Related Activities and Tasks
Related Activities and Tasks
With employees
remuneration
Discussions and negotiations about _____
Press Releases
Press Releases
Press releases can focus on subjects such as:
Receiving an award