奥美-UPSChinaPROrientation

《奥美-UPSChinaPROrientation》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、UPSChinaPROrientationShanghai,May17,2005What’sPROgilvyPRinChinaUPS&OgilvyPRinChinaChinaMediaAlookat2004Forwardto2005AgendaPRDefinitionThemanagementofmutuallybeneficialcommunicationbetweenanorganizationanditskeyinterestgroupThePurposeofPRProtectandEnhanceUPS’sreputationSupporttheGrowthofourBus

2、inessMaximizeShareholdersValueWhatPRIs-SomeKeyExamplesReputationManagementInfluencingperception/monitoringtheenvironmentCommunication–-longtermcommitmentsMediaRelationsProactive:controllingtheprocessReactive:managingmediaenquiries/“firefighting”Creating“UPSspin”WhatPRIs-SomeKeyExamplesCrisisC

3、ommunicationsCommunityRelations/PhilanthropyExecutiveCommunicationsSpecialEventsWhatPRIsNOT?GuaranteeAgainstBadPressForcingMediatoTellYourStoryGettingcompanynameinthepresswhenthereisnonewsAtUPS–InternalCommunicationsorPublicAffairs(GovernmentAffairs)FreeAdvertisingWhatDoPRPeopleDo?Advise&Coun

4、selManagementIdentify&ManageIssuesBuildRelationshipswithKeyAudiences–Media,Community,etcPlanandWritePressReleases.Speeches,Newsletter,etcPlanSpecialEventsWhatMakesaUPSStoryNews?(ManageNewsFlow)CustomerBenefit-Multi-languagetracking-Services,fasterdel.timesUPSvs.Competition-First-to-market,or

5、a“metoo”-UniquesellingpointShowsCommitmenttoMarket-Investments-IntroductionofnewtechnologyWhoisYourSpokesperson?CredibilityissueHowWilltheJournalistLookatUPS?Mediainterestbasedoncostandcontroversy“WhyisMyStoryNOTNews?GreaterInteresttoInternalAudiencethanExternal?BenefittoUPS,butnotthecustomer

6、TooMuchPotentialDownsideBacklasheffectPreferredcustomer,servicerecovery,etc.NoUniqueSellingPointNotaheadofthecompetitionNotTimelyMissedwindowofopportunityBenefitsofPublicRelationsTellUPSsideofstoryCommunicationscriticaltoeverybusinessdecisionmadeManagenegativestoriesMakesurenewsworthystoriesa

7、recoveredCreditabilityAwellplacedstory=100salescallsCreateAwarenessandGoodwillInnovations,technology,sponsorshipCharityeventsBenefitsofPublicRelationsBuildingMomentumStrengthenMarketEffortsNewproducts/services,DMandadlaunchesSwayOpinionLeader