商务秘书实务.pptx

Chapter 16Public relationsContentsContentsPart 1:IntroductionPart 2:Related Activities and TasksPart 3:The Goals of Positive Public Relations Part 4:Press ReleasesPart 5:Press ConferencesPart 6:Conclusionintroduction 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.Broadly:EmployeesCustomers/clientsBusiness partnersCommunityMediaNarrowly:MediaPressTVRadio MagazinesWhat is PR composed of?PR has two levels of incorporation.It involves the companys interactionwith the following:related activitiesand tasksRelated Activities and TasksWith employeesWith employeesDiscussions and negotiations about _ Discussions and negotiations about _ and working conditionsand working conditionsDiscussions about career structures,_ Discussions about career structures,_ and trainingand trainingCommunications about _ relationsCommunications about _ relationsremunerationpromotionmanagement-employee Advertising and presentation for _ Advertising and presentation for _ and servicesand servicesMaking and distributing _,Making and distributing _,handbills,brochures and postershandbills,brochures and posters_ campaigns_ campaigns_ services _ services With customers/clients With customers/clientsRelated Activities and TasksproductsleafletsPromotionAfter-salesWith business partnersWith business partnersDiscussions about maintaining effective Discussions about maintaining effective business relationshipsbusiness relationshipsDiscussions about expanding current roles Discussions about expanding current roles and business tiesand business tiesRelated Activities and TasksSupplying leaflets,handbills,brochures Supplying leaflets,handbills,brochures and postersand postersActivities in search of new working Activities in search of new working relationshipsrelationships With business partners With business partnersRelated Activities and TasksWith the communityWith the communityContributions to the welfare of the Contributions to the welfare of the communitycommunityContacts with dignitaries in local public Contacts with dignitaries in local public administration organizations and other administration organizations and other businessesbusinessesRelated Activities and TasksWith the communityWith the communitypSponsorship for various activities and Sponsorship for various activities and events of the communityevents of the communitypOpen days and visits of the people in the Open days and visits of the people in the community to the companycommunity to the companys premisess premisesRelated Activities and TasksWith the mediaWith the mediaInterviews with reportersInterviews with reportersPreparation and issuance of press releasesPreparation and issuance of press releasesArrangements for press conferencesArrangements for press conferencesArrangements for exhibitions and Arrangements for exhibitions and demonstrationsdemonstrationsPresence on TV and radio,both national Presence on TV and radio,both national and localand localPublications in magazines and journalsPublications in magazines and journalsRelated Activities and TasksA PR campaign should incorporate thefollowing goals:Promote a positive local,national and international reputation for the companyEncourage public confidence in the company and its products and servicesThe Goals of Positive Public RelationsIncrease business through positive public exposure and familiarity with the companys name and its strategic advantages over the competitionGain public approval and support for its policiesFoster and maintain positive and invested morale among the companys workforceCreate a likeable image by being active in helping and supporting the public on occasions when the need/opportunity arisesPress releasesReceiving an awardThe launching of new products A merger with another companyOpening a new branchAn outstanding achievement by an employeePress ReleasesPress releases can focus on subjects such as:Creating an air of excitement and mysteryChoosing the most appropriate date for publicationChoosing the most appropriate publication or journalistsWriting succinctlyPresenting facts accurately and logicallyUsing some photographsTipsPress conferencesPress conferences are an effective means of organizing and disseminating newsworthy information to the public.Press ConferencesPress Conferences()News ConferencesUsed to announce major Used to announce major corporate changescorporate changes New product lines Takeovers MergersChapter 18 Public RelationsAlso used for the following:Also used for the following:To organize and manage information in crisis situations To respond to accusations of wrongdoing Use sparinglyUse sparinglyWhom to invite depends upon the type of publicity coverage requiredLocal newspapersNational newspapersTrade and technical journalsLocal radio stationsLocal television stationsNational TV networksMain news agenciesReporters may not accept the invitationsunless 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 co-operative.pThe secretary must note:No information should be given to a reporter without authorization from a responsible executive in the company.Reporters are very good at asking questions which are designed to extract an unguarded remark.If you are not sure what to say,the best reply is“No comment”.sensitive information 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.So that the accuracy of the facts printed in the newspaper may be checkedconclusion “Public relations”means the efforts made by a company to create a favorable image rather than advertising concrete,specific products or services.pAlthough public relations has internal and external tasks,the foundational task is to _.press television radio etc.deal with the news media