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CHAPTER 10: PR, trends and challenges in PR, strengths of PR, pre crisis…
CHAPTER 10: PR
trends and challenges in PR
new tech
globalization
specialization
bad rep
measuring efffect
good employee relations
corporate branding
growing consumer awareness
strengths of PR
good citizenship
crisis management
message flexibility
cost effective
more objectove
advice on important trends
difficult to reach audiences
pre crisis communication rules
communicate
keep in touch and be responsive
dont act as if problems dont exist
build trust by communicating
build brand equity
build scenarios for the unexpected
audiences of dif types of pr
emplyees
stakeholders
investors
general public
bank consultants
television media
radio press
suppliers
competitiors
wholasalers/ retailer
weakness of PR
lack of control
effectiveness hard to measure
journalists as gatekeepers
PR Budgeting techniques
historical comparison
resources costing
action costing
competitive tendering
income proportion
industry comparison
capitation rating