Ebook Exploring public relations (3rd edition) Part 2

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www.downloadslide.com C H AP T ER 15 Ralph Tench Managing community involvement programmes Learning outcomes By the end of this chapter you should be able to: ■ define, describe and compare the concepts of community involvement, corporate social responsibility and cause-related marketing ■ identify the key principles of community relationship building and apply this understanding to simple, meaningful scenarios ■ evaluate the issues arising from an organisation’s community involvement ■ critically evaluate corporate strategies for integrating corporate social responsibility and community programmes into the business plan from a stakeholder perspective Structure ■ Corporate community involvement (CCI) programmes ■ Employees and community programmes ■ Cause-related marketing (CRM) ■ Developing community programmes ■ Evaluating community programmes M15_TENC7818_03_SE_C15.indd 275 9/27/13 5:15 PM www.downloadslide.com 276 Part 3  PUBLIC RELATIONS SPECIALISMS Introduction If you saw a child helping an elderly citizen cross the road or giving up a seat for them on the train, you would probably think it was a mature and generous act by someone with a considered view of their place in society If the child then went home and wrote about it in their private diary it may still be viewed as a positive action being considered and reflected on to inform the child’s future behaviour in similar situations The child could then share the experience over dinner with family members to elicit praise, credit or a reward of a coveted sweet or drink What if they then went to their school headteacher (principal) soliciting further praise, even a headteacher’s award, which may attract interest from outside the school through a parental contact with the local paper? And the accolades pour in A little far fetched perhaps, but is this analogous with organisations and their involvement in society through corporate social responsibility? It may be for some Certainly criticisms have been levelled at some companies for overpromoting their acts of corporate giving, particularly around major incidents such as 11 September in the USA and the Asian tsunami in December 2004 We have also been forced to reflect on major corporations’ responsibilities and responsible behaviour in the aftermath of the 2008 economic crises What are organisations’ motivations and interests in their communities? How much are they interested in doing something Corporate community involvement (CCI) programmes These are the tactical approaches organisations plan in order to discharge their corporate social responsibility policy CCI may be viewed as the organisational recognition that businesses cannot survive unless there is a prosperous community or wider society from which to draw both employees and trade Building relationships with stakeholders and community groups is important for many organisations when there are changing patterns of employment and recruitment, with increasing use of short-term contracts and part-time work, particularly in the retail and service sectors Other influences include the continuing increase in the number of women in full- and part-time work and the worldwide issue of downsizing It is important to recognise that not all organisations take an enlightened view of their role in society and, in fact, many are content to work at the basic level of responsibility to Definition: ‘Downsizing’ is a term used to describe the reduction in the number of employees working for an organisation in either full- or part-time positions M15_TENC7818_03_SE_C15.indd 276 ‘good’ and how much in being acknowledged, recognised and rewarded for this act? Earlier in the text we discussed the role of organisations in their communities and in this chapter we will explore the different ways in which organisations apply their individual interpretations of community involvement and how this can have various outcomes, outputs, benefits and rewards for them and the communities they are involved with The chapter will therefore evaluate community involvement programmes that can range from the philanthropic (donations) through to campaigns that have much more tangible returns for the organisation, such as initiatives like cause-related marketing (CRM) society – i.e., to pay taxes and obey corporate and societal laws (see Chapter 4) Some also, as Jones et al (2009) have discussed, find themselves behaving irresponsibly while not necessarily breaking society’s rules or laws So how organisations obtain guidance on the best ways to proceed in the modern business world? There are many groups and non-governmental organisations giving advice on the issue globally and nationally One of the principal drivers in this is the United Nations through the UN Global Compact (www.unglobalcompact.org) The Global Compact is a framework for businesses that are committed to aligning their operations and strategies, with ten principles that fall within the areas of human rights, labour, the environment and anti-corruption The ten principles are outlined in Table 15.1 All these factors are influential in the increasing drive by organisations to build links with communities and stakeholders in order to enhance public understanding of the organisation’s function and its business objectives and subsequently impact on the environment in which it operates In recognition of many of these changes, businesses are attempting to forge direct links with communities, either individually or collectively, through organisations such as Business in the Community (BITC) in the UK BITC is a non-political UK organisation founded in 1995 whose aim is to work in partnership with businesses to build their relationships and involvement with the 9/27/13 5:15 PM www.downloadslide.com Chapter 15  Managing community involvement programmes Table 15.1 The Global Compact’s ten principles (source: www unglobalcompact.org) Human rights 277 Principle 1: Businesses should support and respect the protection of internationally proclaimed human rights; and Principle 2: make sure that they are not complicit in human rights abuses Labour standards Principle 3: Businesses should uphold the freedom of association and the effective recognition of the right to collective bargaining; Principle 4: the elimination of all forms of forced and compulsory labour; Principle 5: the effective abolition of child labour; and Principle 6: the elimination of discrimination in respect of employment and occupation Environment Principle 7: Businesses should support a precautionary approach to environmental challenges; Principle 8: undertake initiatives to promote greater environmental responsibility; and Principle 9: encourage the development and diffusion of environmentally friendly technologies Anti-corruption Principle 10: Businesses should work against corruption in all its forms, including extortion and bribery communities in which they operate BITC defines its aims as ‘supporting the social and economic regeneration of communities by raising the quality and extent of business involvement and by making that involvement a natural part of successful business practice’ The organisation represents over 400 member companies in the UK and this includes 75 of the UK’s topperforming stock exchange-listed companies, the FTSE 100 Member companies are encouraged to provide their skills, expertise, influence, products and profits to assist in building a prosperous society that is attractive to investors, in which businesses can thrive and where all stakeholders in the community can have access to opportunities The organisation is run through 11 regional offices throughout the UK BITC claims the benefits to the members are as follows: ■ employee development ■ increased staff morale ■ enhanced relations with local decision makers ■ motivated, high-quality recruits ■ improved corporate image BITC is a member of CSR Europe, a network of national affiliation organisations interested in CSR CSR Europe describes itself as a business-to-business network that aims to help companies achieve profitability by placing CSR in the mainstream of business practice (CSR Europe 2012) In the USA, Business for Social Responsibility (BSR) is the coordinating organisation (www.bsr.org) (See Case study 15.1.) M15_TENC7818_03_SE_C15.indd 277 Sponsorship and the community Today, sponsorship is an important area of business policy and a large proportion of it is highly visible to an organisation’s stakeholders Examples include sponsorship of major sporting events, such as FIFA’s football World Cup or the summer and winter Olympic Games (see Chapter 23 for more on sponsorship) A further area of popular sponsorship is of specific, high-profile television programmes, such as soap operas and drama series It is therefore clear that not all sponsorship fits into the CCI category – for example, tobacco sponsorship of Formula motor racing came in for ethical and political debate for many years During 2004 the Breakthrough breast cancer charity rejected £1m of sponsorship from Nestlé because of the company’s past policy of promoting formula milk products for newborn babies in developing countries Similar issues have arisen for companies accused of ‘greenwashing’ when they support major sporting events such as the 2012 London Olympics (Gibson 2012) Corporate sponsorship can be planned, well managed and fit into corporate strategies within ethical guidelines, but it can also challenge ethical rules if the organisation is not clear about its aims, objectives and criteria for sponsoring It is important, therefore, for the organisation to clarify its aims and objectives when embarking on a sponsorship programme For commercial sponsorship the organisation may have one of the following reasons for sponsoring: ■ To raise awareness of the organisation or its products ■ To build organisational image by association with worthwhile causes, e.g charities or the arts, or to 9/27/13 5:15 PM www.downloadslide.com 278 Part 3  PUBLIC RELATIONS SPECIALISMS Case study 15.1 BT Community Partnership Programme BT is a founder member of BITC’s Per Cent Standard (formerly the Per Cent Club) – a group of top companies in the UK that donate a percentage of their annual profits to community-based projects and organisations BT has a long history of working in the community In the 1990s the guiding principle of BT’s Community Partnership Programme was access and communication The aim was to help people to communicate better by providing organisations with resources, expertise and the technology to improve the quality of life and wellbeing of the community BT’s mission statement pledged the company to ‘make a fitting contribution’ to the community in which it conducts its business The recipients of BT’s membership of the Per Cent Club have been charitable causes such as the Samaritans, which has enhance image in particular geographical locations by sponsoring regional or national sports teams ■ To overcome legislation, such as gaining exposure on television for products banned from advertising (e.g contraceptives and tobacco in the UK) ■ To provide corporate hospitality opportunities for stakeholders, such as customers and investors, to attend However, there are other forms of sponsorship that fit into the CCI category more closely, such as charitable donations given to an activity that is not commercial but helps the community or members of that community and from which no commercial return is sought This form of sponsorship does frequently provide significant public relations benefits but this is not always of importance to organisations, nor is it always exploited There are significant differences between corporate sponsorship and charitable donations, not least in the classification of tax Sponsorship is liable to value added tax (VAT) in the UK, whereas charitable donations are not This situation is similar in many other countries Having looked at the definitions of sponsorship it is therefore wrong and potentially illegal for organisations to redefine their sponsorship activity as charitable donations to avoid paying tax It is possible for CCI initiatives to be either sponsorship that benefits both parties or to be clearly examples of charitable donation by the organisation Sponsorship can, therefore, be seen as part of the armoury used in corporate M15_TENC7818_03_SE_C15.indd 278 received over £1m in five years The company has also supported the Royal National Institute for the Deaf ’s Communications Support Unit This enabled 15 people to be trained to professional sign language interpreter standard and provided support during their first year of employment BT has also supported people with disabilities: BT Swimming, for example, together with the disabled swimming organisation, BSAD, organised national competitions BT Swimathon, a nationwide charity swim, raised millions for a number of different charities including ChildLine (see Case study 15.6) This demonstrates the long-term commitment BT has had to the community in which it conducts its business, and allows the company to see the links into its corporate strategy and goals and particularly the connections with the company’s industry, communications This is a common theme with many corporate community initiatives and it is clearly one way that makes the technique acceptable to directors in the boardroom (see also Case study 15.6) Source: used with kind permission of BT and BITC community relations Community relations programmes are often defined as mutually beneficial partnerships with one or more stakeholders to enhance the organisation’s reputation as a good corporate citizen The stakeholders are, therefore, usually the target audiences for the company and include customers, suppliers, media, employers, trade unions, politicians, local government representatives, community organisations, key opinion formers, shareholders, educationalists, environmentalists, etc Community relations can have an influence on the corporate reputation and this is increasingly an important measure for individual and institutional investors for the quality of an organisation As such, the link between good corporate citizenship, good reputation and share value/price can be identified (see Figure 15.1, Think about 15.1 and Explore 15.1) Figure 15.1 Link between community relations, financial performance and reputation 9/27/13 5:15 PM www.downloadslide.com Chapter 15  Managing community involvement programmes 279 Think about 15.1 Explore 15.1 Why companies get involved in community relations Finding examples of community relations Company stock valuation is one reason for being involved in community relations What others can you think of that might benefit the organisation? Think about an organisation you know well or are interested in and research its website and external activities Make a list of those activities you believe might be regarded as community relations Note down what you believe the organisation and the recipient got out of the relationship Feedback Some businesses are increasingly concerned with educational development of the community, in what is termed ‘cradle to grave’ Community relations can influence this process by education-based sponsorship This creates awareness in local schools and establishes the company as a desirable employer This may, in turn, influence future recruitment or create a positive image around products/services/outputs Also, the community initiatives can provide employees with opportunities to develop further skills by working with local schools and organisations The benefits of such education are a properly trained and developed workforce, which is crucial to the company’s future success Feedback Community relations are diverse and the involvement need not be significant Typically, community relations programmes involve one or more of the following techniques or tactics: sponsorships targeted donations awards hospitality employee volunteering Think about 15.2 Sponsoring What you think are the implications for a sponsee of a high-profile event (for example, sponsoring a world-famous horse race or established annual charity walk and collection fund) if the sponsor withdraws their support? use of facilities (loan of equipment) training/seminars secondments (staff) Links between organisations and community groups are normally made with organisations in areas such as sports, arts, education, the environment, occupational health and safety, charities, youth/young people’s groups, senior citizens, the disadvantaged, disability, heritage and many other groupings Feedback The event may be put into jeopardy Think about contracts and the following: What if no suitable sponsor comes to take their place? What about negative publicity if the event is no longer able to run? (See also Chapter 23.) The bigger picture Community initiatives can have benefits beyond links with specific community-based stakeholders (such as schools or community-based groups) Through involvement in M15_TENC7818_03_SE_C15.indd 279 community relations an organisation is often complementing other objectives (such as its corporate strategy) This can have an impact on share value, as discussed, but also on media relations, investor relations, shareholder communications strategies and even, in the event of crisis, communication For example, establishing a relationship with specialist or local journalists during positive news stories connected to community initiatives may help during a crisis A welldisposed journalist is more likely to give the organisation the opportunity to respond or give the organisational view of the negative situation This can prevent more damaging news stories escalating into a crisis (see Mini case study 15.1 and Think abouts 15.2 and 15.3) 9/27/13 5:15 PM www.downloadslide.com 280 Part 3  PUBLIC RELATIONS SPECIALISMS Mini case study 15.1 The M&S and Oxfam Clothes Exchange The UK clothes retailer Marks and Spencer (M&S) and Oxfam Clothes Exchange aim to encourage customers to recycle more and to help to reduce the amount of clothing going to landfill The campaign attracted a lot of interest and comment and was supported with national television adverts in April and May 2012 The campaign used the actress Joanna Lumley, with the aim of changing clothes shopping habits towards greater recycling During the campaign, M&S completely covered a street – including trees and a dog – with clothes in East London’s Brick Lane fashion district to highlight the amount thrown into UK landfill every five minutes In the initiative customers are encouraged to return their used M&S clothes to Oxfam and receive a £5 voucher, Think about 15.3 Reported in the Huffington Post in April 2012, M&S chief executive Marc Bolland said: ‘We’re leading a change in the way we all shop for clothing, forever This is the right, responsible move for the UK’s biggest clothing retailer and the ultimate goal is simple – to put a complete stop to clothes ending up in landfill We want to get back one garment for every one we sell For us that’s 350 million a year It is a big number, but with our customers’ help, we will it.’ Impact The campaign is claimed to have: ■ Raised over £1.8 million for Oxfam projects so far through re-selling the clothes that customers return ■ Diverted over million garments from going to landfill ■ Saved millions of pounds for M&S customers through the redemption of the £5 vouchers Sponsoring and corporate giving The concept of corporate philanthropy was discussed earlier in the text This relates to the process of providing money or gifts in kind to organisations on behalf of a company or organisation Here are some issues for you to think about related to the process of giving and sponsoring on behalf of an organisation: ■ Does sponsorship and corporate giving discourage the state and government agencies from fulfiling their duties to society? ■ Consider a company that sponsors local schools and supplies them with computers Does this discourage state provision of information technology to schools? What happens when the hardware dates and the software become obsolete and the organisation moves on to other causes or stops giving? Employees and community programmes Increasingly, employers are encouraging their employees to become involved in the local communities in which they and often their families live This is true of public as well as private organisations For example, Leeds Metropolitan M15_TENC7818_03_SE_C15.indd 280 which can be redeemed when they spend £35 or more in an M&S store ■ Will giving to one group in society disadvantage others if the state withdraws or reduces support? ■ Might some groups be more attractive to sponsors and donors than others? Is it easier to support babies orphaned in a disaster than disturbed teenagers? Feedback Think about the impact of initiatives such as national lotteries (which exist in many countries) on charity donations Do they provide much-needed support while at the same time take away the responsibility of individuals or the state to support parts of society? Some charities in the UK claim to have lost out because of the National Lottery They believe that because people are buying lottery tickets they feel they are ‘doing their bit’ and no longer need to make the kinds of contribution they used to University supports the Leeds Cares initiative, which includes employees working on voluntary projects in and around Leeds (see Case study 15.2 and Explore 15.2) To achieve practically the increased involvement of employees, the following techniques should be considered: ■ preferential treatment given to requests supported by employees of the organisation (the Leeds Cares Case study 15.2 is an example); 9/27/13 5:15 PM www.downloadslide.com Chapter 15  Managing community involvement programmes Case study 15.2 Leeds Cares – collaborative action Leeds Cares is the leading programme for engaging business support in the northern UK city of Leeds Through the collaboration of its 33 supporting businesses working closely with public sector and community partners, it has a real social impact in the most deprived areas of Leeds Leeds Cares began in 1999, with 11 founder companies providing action days for teams and calendar opportunities for individuals It has grown to include 33 companies and offers a range of employee involvement activities, including team challenges, brokering business mentors who support prisoners due for release and seeking work, and helping homeless people into permanent employment The social impact of the programme is achieved through planning and consultation with stakeholders Leeds Cares’ vision is based on the Vision for Leeds – a community strategy for the city prepared through consultation with the people of Leeds by the Leeds Initiative, the city’s local strategic partnership, bringing together the public, private and voluntary sectors Leeds Cares recognises that education is the primary social issue of concern to business Its programmes provide: one-to-one literacy support to primary schoolchildren; Explore 15.2 Employee involvement List the benefits you think involving employees with the local community might bring to: ■ the individual ■ the organisation Feedback Individual benefits might include: ■ personal development ■ learning new skills ■ developing communication skills Organisational benefits might include learning from working in partnership with your employees and sharing their professional skills, time and experience M15_TENC7818_03_SE_C15.indd 281 281 individual mentors to work with selected secondary schoolchildren; and management support to headteachers through Partners in Leadership Leeds Cares states its aim is to continue helping businesses to engage in wider corporate social responsibility issues through community involvement By addressing hard social issues, such as ex-offender re-offending rates, getting homeless people into jobs and developing reading and numeracy in schools, the programme has the potential to be at the heart of the city’s regeneration movement According to Leeds Cares, the impact of the programme has been: ■ over 8,000 volunteers giving over 100,000 hours of time; of these, 90 per cent were volunteering for the first time ■ support for over 350 community partners and 50 companies ■ human resources benefits for supporting companies, through employee development, communications, project management, teambuilding and motivation, as well as reputation building through public relations around action days ■ development of new training packages based around the staff development benefits of Leeds Cares, while others used it to support their business objectives around social diversity Source: adapted from http://www.bitc.org.uk/ ■ launching a reward and recognition programme that highlights and supports the achievements of employees in out-of-hours activities (e.g sporting honours); leadership initiatives; commitment to an organisation (e.g school governor); academic support (e.g encourage employees to give lectures at local schools and colleges); ■ awards presentations where employees volunteer to represent the organisation as an ‘ambassador’ at presentation events; ■ employee volunteering that actively encourages employees to gain personal development experience by volunteering their time and skills to a willing community organisation; ■ committee membership that develops employees by encouraging involvement with external committees; this will help their networking and understanding of how other organisations work Involving employees in community programmes can offer numerous benefits to both parties For employees, 9/27/13 5:15 PM www.downloadslide.com 282 Part 3  PUBLIC RELATIONS SPECIALISMS Picture 15.1 The UK clothes retailers Marks and Spencer (M&S) and Oxfam Clothes Exchange aim to encourage customers to recycle more and to help to reduce the amount of clothing going to landfill The 'Plan A' campaign attracted a lot of interest and comment and was supported with national television adverts (source: Marks and Spencer) it improves motivation and pride in the organisation, which can improve productivity, reduce sickness absence, increase innovation, develop communication skills, improve understanding of corporate strategy/policy objectives and offer a measure/comparison against competitor organisations If it is so good, however, why are so few organisations doing it? Perhaps some individuals and companies are, but they not make a big deal out of it Alternatively, it may be just too costly and not worth the effort This may be influenced by the business area, range of employee profiles (age, gender, education), corporate interest in the region or local society or, more importantly, the organisation’s size or profitability – it just might not be able to afford the time or the money Cause-related marketing (CRM) Cause-related marketing (CRM) is when ‘companies invest in social causes that complement their brands’ (Blowfield M15_TENC7818_03_SE_C15.indd 282 and Murray 2008: 26), or ‘where a company associates a marketing promotion with a charitable cause’ (Hart 1995: 219), or ‘a strategy designed to promote the achievement of marketing objectives (e.g brand sales) via company support of social causes’ (Barone et al 2000) BITC defines CRM as ‘a commercial activity by which a company with an image, product or service to market, builds a relationship with a “cause” or a number of “causes” for mutual benefit’ (BITC 2012) CRM has become a popular practice for AngloAmerican organisations in recent years and a number of leading UK companies have forged particularly close partnerships with charities and good causes For example, Tesco, one of the UK’s largest supermarket retailers, runs a well-known CRM programme in conjunction with local schools called ‘Tesco Computers for Schools’ The scheme involves consumers collecting tokens with their shopping that can be exchanged by schools for computer equipment BITC in the UK carries out regular research into CRM and its use For example, in October 2008, Business in the Community published research showing that FTSE 350 companies that consistently managed and measured their corporate responsibility outperformed their FTSE 350 9/27/13 5:15 PM www.downloadslide.com Chapter 15  Managing community involvement programmes peers on total shareholder return 2002–2007 by between 3.3 per cent and 7.7 per cent per year Also, earlier studies such as BITC’s Profitable Partnerships research (2000) revealed that the vast majority of the population (88 per cent) are aware of cause-related marketing; that 76 per cent of consumers who had heard of CRM associations have participated in these programmes; and 80 per cent of consumers who had participated in a CRM programme said that it would positively impact on their future behaviour and attitudes BITC has been researching company and consumer attitudes in the UK since the 1990s For example, Research International (1995) surveyed over 450 major companies operating in the UK, including 81 of the top 100 FTSE companies The results demonstrated that CRM was already established and 93 per cent indicated some level of CRM spend The survey also found that marketing directors, community affairs directors and chief executives all believed CRM held ‘obvious benefits for businesses and causes’, including: ■ enhancing corporate reputation 283 in the community’ The most significant finding of the research was that ‘when price and quality are equal, consumers will discriminate in favour of the company that espouses a good cause Furthermore, consumers believe that companies should support a good cause’ (Research International 1997) According to the IEG Sponsorship Report (Chipps 2011), US spending on cause marketing was up 3.1 per cent to $1.68 billion in 2011 IEG claims this reflects significant growth in the US, where in 1990 cause sponsorship spending was only $120 million The 2012 report breaks down cause spending over the past four years as follows: ■ 2011 – $1.68 billion, 3.1 per cent growth ■ 2010 – $1.62 billion, 6.7 per cent growth ■ 2009 – $1.51 billion, 0.3 per cent decline ■ 2008 – $1.52 million, 5.5 per cent growth The attraction of CRM for organisations is that these programmes generate direct, measurable benefits for the company Further benefits of this approach include: ■ achieving press coverage and public relations ■ those needing help receive it ■ raising brand awareness ■ the public feels good about buying/supporting the product ■ increasing customer loyalty ■ the donor organisation gains reputation and sometimes ■ building and increasing sales (Research International 1995) The ‘Winning Game’ was a large-scale consumer survey carried out among 1,053 UK consumers (Research International 1997) The purpose of the study was to understand consumer attitudes towards CRM It found that consumers had a high expectation that large businesses and corporations should demonstrate an active social responsibility It also found that consumers felt CRM is a ‘means by which businesses can become involved Mini case study 15.2 Procter & Gamble: Podaruj dzieciom słozce (Bring sunshine to children) About the company Procter & Gamble (P&G) is one of the world’s leading companies in the household and personal products M15_TENC7818_03_SE_C15.indd 283 sales ■ it is a win–win situation for both parties Talking about CRM in the mid 1990s, Cadbury Schweppes’ chairman, Dominic Cadbury (1996: 25), one of the biggest proponents in the UK, enthused about CRM’s ‘ability to enhance corporate image, to differentiate products, and to increase sales and loyalty It is enlightened self-interest [see Chapter 4], a win–win situation’ (See Mini case studies 15.2–15.4, then look at the examples provided in Boxes 15.1 and 15.2 and Case study 15.3.) industry P&G’s product line includes over 23 brands The company owns 60 factories worldwide, employs just under 110,000 people and is ranked in the top 100 global companies (Global 500 CNNMoney.com accessed 18 September 2008) In Poland, P&G has been active since 1991, when Procter & Gamble Poll was established After 20 years of activity on the Polish market the company employs over 1,000 people and has been one of the leading providers of home care and beauty care products ➜ 9/27/13 5:15 PM www.downloadslide.com 284 Part 3  PUBLIC RELATIONS SPECIALISMS mini case study 15.2 (continued) About the programme Podaruj dzieciom słofce (‘Bring sunshine to children’) is the biggest cause-related marketing initiative in Poland The campaign has been run by P&G since 1999, together with the ‘Polsat’ Foundation The essence of the campaign is to raise funds for specialist medical equipment for children The campaign is based on a simple mechanism that is always the same Consumers buy particular products, with a yellow sun sign on them, and support the action at the same time (products include Vizir, Pampers, Blend-a-med, Gillette, Ariel, Bonux, Lenor, Always, Naturella, Pantene and Head & Shoulders) Part of the profit from the sale of these products goes to the Polsat Foundation’s account Decisions on how to distribute the funds are made by the Polsat Foundation, P&G company and medical advisors Rationale and results In 1995, P&G defined its global cause-related strategy by implementing the ‘Live, Learn and Thrive’ programme as a part of its CSR P&G’s head office encouraged all departments to focus their activities on children in greatest need, especially those aged 0–13 When the programme was being implemented worldwide, the Polish department of P&G was already experienced in this subject According to Małgorzata Wadzieska, Director of Procter & Gamble Poland’s External Cooperation Department, coming onto the Polish market the company looked for a group that would need the most help ‘We believed that children are our future and by investing in their development we can bring the best benefit to society We also took into account the fact that mothers and children are our prime customers so we have detailed knowledge about their needs and delivering proper solutions.’ As a result of this project, many of the company’s goals/ aims have been realised First of all, it has developed the company’s image with consumers Furthermore, the campaign is organised on a large scale and is recognisable all over Poland This has affected sales so that the company can gather even more funds to support health care and treatment programmes for ill children So far the campaign has covered 260 hospitals in Poland and 11 million Euros have been raised Due to accompanying advertising campaigns the action has also brought educational value, as it has broadened the awareness of the social issues that P&G has chosen to tackle Box 15.1 Box 15.2 Other CRM examples from the UK Other examples from around the world Norwich Union (financial services): St John Ambulance Toyota: Leukaemia Society of America Nivea (cosmetics): Fashion Targets Breast Cancer American Express: Lloyds TSB (financial services): ‘Visible Women’ (ethnic minority women one-off magazine) Elizabeth Taylor AIDS Foundation Nike (sports goods): Kick Racism out of Football Florida Citrus: American Cancer Society Andrex (toiletries): Guide Dogs for the Blind (see Case study 16.3) Kellogg’s: Race For The Cure (breast cancer) HP Foods ‘Daddies’ Sauce’ (food): NSPCC (see Mini case study 16.4) Zachodni WBK Bank (Polish bank): Puppet Clown Action (Akcja Pajack) M15_TENC7818_03_SE_C15.indd 284 Magic Johnson Foundation 9/27/13 5:15 PM www.downloadslide.com GLOSSARY 551 the UK include the Health and Safety Commission, Learning and Skills Councils and Primary Care Trusts Rhetoric The study of language and how it is used to create shared meanings Quantitative research A field of enquiry that aims to quantify variables such as attitudes or behaviours and point out correlations between them Results can be generalised, which means research that generates findings can be applied to a wider public or situation (See Qualitative research.) Risk management The business technique of anticipating, minimising and preventing accidental loss through taking precautionary measures Reactive Responding to an issue or crisis rather than creating or controlling it: for example, a public relations activity being driven by the demands of others rather than the plans of the communicators Sometimes communicators need to be reactive – that is, be able to respond quickly to situations (See Proactive.) Readership The actual numbers reached by written communications Note that more people read trade journals because they are based in an office with one subscription, which is shared: for example, the Architects’ Journal is circulated around the team in an architects’ practice, often with comments on relevant or interesting features/ articles Reform journalism Practised by journalists who oppose, for example, the exploitation of workers for the sake of profit and press for social change to curb the negative effects of enterprise Refusenik Originally a citizen of the former Soviet Union, especially a Jewish citizen, who was not allowed by the government to emigrate Now the term refers to somebody who refuses to cooperate with something Renqing A set of social norms based on the exchange of gifts and support, by which one must abide to get along well with others in Chinese society Representative democracy A system of democracy whereby people are allowed to vote for somebody to represent them in government In the UK, this happens at local level in council elections and at national level in the House of Commons Return on investment (ROI) The positive value or contribution that can be achieved by making an investment in a particular business activity In marketing communications terms, this might include the sales resulting from specific, identifiable and measurable communications activities For example, £5 million sales directly attributable to a direct mail campaign costing £1 million provides a £4 million return on the communication investment Although described here in financial terms, the ‘return’ might also be assessed more subjectively by measuring increased brand awareness or improved corporate image resulting from a range of communications activities Z01_TENC7818_03_SE_GLOS.indd 551 RNS Regulatory News Service Sales promotion Short-term or temporary inducements – for example, price cuts or two-for-one offers – designed to encourage consumers to use a product or service Sampling Deriving a small sub-group of the research population, frequently designed to be representative Scenario planning Involves playing out different outcomes of a sponsorship, anticipating what could happen SEC Securities and Exchange Commission (US) Semiotics The study of language, symbols and images and how they are created by audiences or used to generate relevant meaning Senior practitioners People who occupy a formal senior management position in their organisations, or people who hold a skilled role that requires several years’ of experience to gain the competence necessary to the job Setting the agenda see Agenda setting Soap opera A broadcast drama, serialised in many episodes, which generally deals with domestic themes The name originates from the USA where these types of programmes were sponsored by soap powder manufacturers targeting householders Social marketing The application of commercial marketing techniques to the analysis, planning, execution and evaluation of programmes designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of society (Andreasen 1995) Sponsorship The provision of money, services, knowhow or in-kind support by corporations or organisations to individuals, groups or institutions involved in sports, charities, education or broadcasting, or in cultural and ecological activities Activities are chosen for sponsorship based on their ability to project the right commercial and psychological message that fits in with the specific corporate goals of a sponsor Sponsorship property The venue, event, activity, cause, team or individual that is the subject of sponsorship Stakeholder Someone who has an interest (stake) in the organisation, which may be direct or indirect interest as well as active or passive, known or unknown, recognised or unrecognised 9/27/13 10:37 AM www.downloadslide.com 552 GLOSSARY Stand-out To give prominence to a brand, product or service through a marketing campaign Stock market index Wikipedia defines a stock market index as: ‘a listing of stocks, and a statistic reflecting the composite value of its components It is used as a tool to represent the characteristics of its component stocks, all of which bear some commonality such as trading on the same stock market exchange, belonging to the same industry, or having similar market capitalizations Many indices compiled by news or financial services firms are used to benchmark the performance of portfolios such as mutual funds Stock market indices may be classed in many ways A broad-base index represents the performance of a whole stock market – and, by proxy, reflects investor sentiment on the state of the economy The most regularly quoted market indices are broad-based indices including the largest listed companies on a nation’s largest stock exchange, such as the American Dow Jones Industrial Average and S&P 500 Index, the British FTSE 100 and the Japanese Nikkei 225’ (Wikipedia 2008) Strategy selection Term used for selecting a sponsorship strategy Summative evaluation Evaluation carried out at the end of the programme of activity (See Formative evaluation; Goal-free evaluation) Systems theory The theory that describes how organisations work in terms of interlocking and interdependent systems of communication, production, etc It embraces both the internal and external environments Tabloidisation This occurs when a ‘quality’ broadsheet attempts to broaden its appeal to popular interests – for example, through a greater focus on ‘human interest’ stories and celebrity gossip Tabloids Small-format newspapers, sometimes referred to as the ‘popular press’, often written in a sensationalist style and containing a large number of photographs Team briefing A method of communication whereby a line manager briefs their team – usually on a regular basis – about company policy and on day-to-day issues related to the completion of team tasks Team briefings are often structured to allow for staff feedback and questions to change This phrase emerged from Gladwell’s influential book, The Tipping Point: How little things can make a big difference (2000) Transformational, interactional and inclusive Styles of management and leadership, employing negotiation and adjustment rather than hierarchy or command to make decisions Triple bottom-line reporting A phrase increasingly used to describe the economic, environmental and social aspects that are being defined and considered by business These are sometimes called the three Ps – profit, plant and people Typology Classifying and dividing things according to ‘type’: for example, in a PR context, working out the key elements that distinguish one kind of PR practitioner, or activity, from another UKLA UK Listings Authority (a division of the FSA) Upward communication A system of communication that allows employees to feed back their views to their team leaders or line managers, and where line managers in turn feed back these views to senior management Values The business practice of identifying an organisation’s corporate vision – where it wants to go and how it wants to be perceived through its core values (Go to the Internet and look up value and mission statements for corporations.) Vision and values The business practice of identifying an organisation’s corporate vision – where it wants to go and how it wants to be perceived through its core values Wannabe Negative slang for a person who aspires to be well known in the media or to be perceived as successful in a pursuit that is in the public eye (sport, arts, popular music, etc.), although lacking the necessary qualifications and/or talent Watchdog A term used to describe a body that monitors behaviour and activities in different sections of society to protect the consumer or citizen Think-tank An organisation made up of experts who undertake research and provide advice to governments Weblog A website in the form of a diary, containing timestamped articles and frequently linking to sources and other sites of interest Weblogs usually reflect the views of one person or a small group of individuals and are read generally by a limited number of people on the Internet but are capable of attracting large readerships through references on other websites Webloggers are the individuals who run weblog journals on the world wide web Tipping point The moment when the spread of a debate, idea, or message reaches critical point and ultimately leads Whistleblower Someone who goes outside the normal reporting procedures to alert internal senior managers or Terrestrial channels Television channels that broadcast from the UK and not via satellite Terrestrial channels are subject to greater regulation than satellite channels Z01_TENC7818_03_SE_GLOS.indd 552 9/27/13 10:37 AM www.downloadslide.com GLOSSARY external sources to wrongdoing, unethical behaviour or malpractice in the organisation For example, employees who tell the public about financial mismanagement or theft inside an organisation, or government employees who leak evidence of wrongdoing such as arms sales to particular regimes, or government actions that contravene policy or legal frameworks Wicked problems Problems that are unstructured and difficult to define, cutting across many stakeholders (Weber and Khademian 2008) These characteristics require fluid problem solving, the application of many Z01_TENC7818_03_SE_GLOS.indd 553 553 different perspectives, collaboration and long-term commitment Wire service A news-gathering organisation that distributes syndicated copy (information) electronically, as by teletype or the Internet, usually to subscribers World Trade Organisation (WTO) This comprises 148 countries, and is the ‘only global international organization dealing with the rules of trade between nations’ (www.wto.org) The WTO is based in Geneva, Switzerland, and administers trade agreements, acts as a forum for trade negotiations and handles international trade disputes 9/27/13 10:37 AM www.downloadslide.com Index Abercrombie & Fitch 322 accountability, public affairs 377 accreditation systems 108 activism 148, 467–8 Adlam, Jack 116 advertising 237, 332, 398, 399 and business-to-business PR 353–4 media 399 place 399 UK expenditure on by media 397 Advertising Value Equivalents (AVEs) 170 advertorials 350–1 advisory influence 101, 102 advocacy and PR ethics 223–4 Africa 88–9 agency perspectives and integrated marketing communications (IMC) 405 agenda setting 244 aggregate view aims and objectives, setting of 155–6 Airbus 95–6 American Express 269 Amnesty International 131 AMVBBDO 331–2 analysis 154–5 public affairs management 374–6 Andrex and Guide Dogs for the Blind Association 286 anti-smoking adverts 202–3 Anyco 452 Apple Mac 401 Architects’ Journal 347–8 Argentina 88 arguments use of in persuasion 202–3 Art Eco-System Model 506 art exhibitions 496 arts 494–500 audience development 499–506 co-creation and collaboration 500 communication practices in sectors 502–4 communications expertise 513 definitions 494–9 effect of social media on 500 and experiential marketing 500, 502 generating conversation for the 508–9 Z02_TENC7818_03_SE_IDX.indd 554 and Lottery funding 495 role of celebrity 512–13 Arts Council 495 arts marketing 499–500 arts organisations, publics for 507, 509 ASICS Smarter Rugby 433–4 asthma inhalers and CFCs 306 asymmetric communication model 124–5, 126–7 attitudes 208–9 audience and persuasion 205–7 audience development 499–506 audits communications 268, 375 social 294 Australia 89 AVEs (Advertising Value Equivalents) 170 Aviva UK 269–71 axiom 133 balanced scorecard 378 banking sector 392 Barcelona Principles 169–70, 172, 173, 174, 175, 532–3 and social media 178–9 Barretstown 60–1 baseline, establishing a 171 Bayliss, Mark 428–31 BBC (British Broadcasting Corporation) 22, 23, 24, 25, 27, 341 BBC Proms 510–11 BBC World Service Trust 48 Beckham, David and Victoria 521 behaviouristics 402 beliefs 207–8 Bell Pottinger 38, 39, 40, 73 benchmarking 171 benefit positioning 403 Bennett, Katherine 95–6 Bernays, Edward 11, 197 ‘Best Job in the World’ 176, 246 Bhopal chemical plant disaster 320, 322 Bill and Melinda Gates Foundation 52 Bismarck, Otto von 15 BITC (Business in the Community) 58, 276–7, 282–3 Community Mark 49, 50 Blair, Tony 242 board of directors 94 10/7/13 3:43 PM www.downloadslide.com INDEX bogofs 355 Bolt, Usain 524 bossism 37 Bouazizi, Mohhamed 76 Bourdieu, Pierre 136–7, 451 brainstorming 355 brands/branding 333–4, 339, 341 and celebrities 512, 524–5 corporate 188–90 definition 403–4 and integrated marketing communications (IMC) 403–5 and NGOs 474 Branson, Richard 260 Brent Spar oil platform 53 BRICs 387 Brit Art movement 510 Britain and documentary film 13 public interest in private opinions 12–14 public relations 85–6, 197 public relations education 86 British Airways 431–2 British Documentary Film Movement 12 British Gurkha Welfare Society (BGWS) 364, 365 British Museum 513–14 BSkyB 22, 24 BT 52, 53 ‘Am I Listening’ and ChildLine campaigns 291–3 Community Partnership Programme 278, 290 Buffet, Warren 52 Bulgaria, public relations education 87 bullshit 341 Business in the Community see BITC business-to-business (B2B) PR 344–58 activities used in 355 and advertising 369–70 and advertorials 350–1 business and trade press 346–52 and communication 353–7 core principles of 345 and corporate reputation 357–8 definition 345 and direct marketing 354–5 and sales promotion 371 and social media 351–3 typical news angles for 350 websites 351 business/trade press and business-to-business PR 346–7 Cadbury 238, 283, 416 chocolate recall 324 Gorilla campaign 398 Cameron, David 28, 29 campaigns, PR 149, 151–2 Canada 87 Cannes Lions International Festival of Creativity 330, 331, 339 capital 136–7 Z02_TENC7818_03_SE_IDX.indd 555 555 Carlsberg 187, 192 categorical imperative 63 category positioning 402–3 cause-related marketing (CRM) 47, 282–7, 418, 471 CBI (Confederation of British Industry) 58, 458 CEDEFOP (European Centre for the Development of Vocational Training) 104 celebrities/celebrity culture 518–29 and branding 512, 524–5 classification of 520–2 critique of 527 factors influencing 520 growth of 519–20 infamy 525 personality market 522–3 and privacy issue 526 pseudo-events and ‘star’ making 519–20 reasons for being good for the bottom line 524–5 role of 512–13 role of the publicists 523–4 celebrity endorsement 524–5 celetoid 522 CEOs 108, 109 CFCs and asthma inhalers 306 charitable donations 417 Chartered Institute of Public Relations see CIPR Chase, Howard 301, 302, 304 China 72, 76 celebrity culture and PR 527–8 public relations education 89 choice and public affairs management 376–7 choice decision tools 376–7 choice editing and PR in retail markets 389 churnalism 239 CIPR (Chartered Institute of Public Relations) 40, 85, 90, 109–11 aims of 110 Charter status approval 110–11 membership grades 109 sector groups 109–10 civil servants and lobbying 366–7 Clarke, Basil 13 classical conditioning 208 classical models of management 373 Clifford, Max 4, 236, 237, 523 Cluetrain Manifesto 239 co-creation 500 Co-operative Bank 287, 395–8 Co-operative Group 266 cognitive dissonance 209, 210 collective view collectivism 261 Committee for Public Information (CPI) (US) 197 Common End Points (CEPs) 452, 453 10/7/13 3:43 PM www.downloadslide.com 556 INDEX Common Starting Points (CSPs) 451–2, 453 communication 79, 93–7, 201 in arts sectors 502–4 and business-to-business PR 353–7 corporate and strategic 183 crisis 320–4 and ECOPSI EU-funded research project 536 and healthcare 483–5, 490 integrated marketing see integrated marketing communications internal see internal communication Laswell’s model of 201–10 and leaders/managers 260–1 and NGOs 468, 469 and relationship management 128 and social media 253 two-way asymmetric model 124–5, 126–7 value of strategic 316 see also corporate communication communication audit 268, 375 communication channels 268 communication strategy 267 communication theory 243–4 community-based organisation (CBO) 466 community involvement programmes 275–99 and BT’s ChildLine campaigns 291–3 and cause-related marketing (CRM) 282–7 and Co-operative Bank case study 295–8 developing 287–93 and employees 280–2 evaluation of 293–4 key factors for successful 294 and research 290 and sponsorship 277–80 strategic objectives for 290 tactics 290 vision 290 competencies 104–6 complex systems 334 complexity theory 130 conceptual competence 104 Confederation of British Industry see CBI Consensus-Oriented Public Relations (COPR) 136 consequentialism 63, 220 consultancy 97 consumer PR 329–42 back to basics 325–6 and branding 333–4, 339, 341 and ethics 341 and events 336 expanding of strategic role 339–40 features of 332–5 issues that afflict practice 340–1 media relations 334–5 objectives 333 reasons for importance 330–1 and sponsorship 337–9 tools and techniques 334–9 Z02_TENC7818_03_SE_IDX.indd 556 consumers categorisation of 402 and cause-related marketing 287 key factors influencing behaviour of 509 consumption 138 contemporary visual arts (CVA) 506 content analysis 176–8, 204 context, importance of 146, 340 contextual intelligence 340 continuing professional development (CPD) 96 corporate branding 188–90 corporate communication 447–64 centralised approach to 457 and corporate values 451–3, 454–5 defining as integrated communication 458–61 definitions 448 as developing social capital 450–1 as establishing and maintaining legitimacy 448–50 fitting of into an organisation structure 457 identifying shared values 453–4 influencing of corporate decision making 456–7 key functions and budget responsibilities 449 marketing-centred approach 461 in practice 451–6 purpose of 448–51 and strategic planning 454–5 corporate community involvement (CCI) 276–80 corporate culture 73, 265–6 corporate identity 185–7, 193 corporate image 183–4, 192 measuring and evaluation of 190–1 corporate philanthropy 51, 280, 417–18 corporate reputation 184–5, 192 and business-to-business PR 357–8 corporate social irresponsibility (CSI) 56–8 corporate social responsibility (CSR) 46–87, 417 business case for 52–4 contribution to good reputation 53 and corporate social irresponsibility 56–8 distinction between philanthropy and 51–2 and ethics 61–6 planning and implementing 287–8 pyramid 55 regulatory frameworks 58–60 and society 55–6 and stakeholders 54–6 and Vattenfall’s Climate Signature Campaign 65–6 see also community involvement programmes corporate values and corporate communication 451–3, 454–5 cost per impact metric (COI) 172 Coulson, Andy 29 CPP Group 356–7 creative industries 494–5 role of public relations in 506–11 credibility and persuasion 201–2 credit crunch (2008/9) 47 10/7/13 3:43 PM www.downloadslide.com INDEX Crisis Appendix 319 crisis communication 320–4 strategic focus 320, 323–4 tactical focus 320–1 crisis management plan (CMP) 318–19 crisis management team 318–19 crisis public relations management 313–28 crisis response strategies 321–2 defining 315 and Internet 325–6 preparing for a crisis 317–19 preventative actions 317–18 sources of crises 316 three-stage life-cycle of crises 315–16 and training 319 types of crisis 317 value of strategic communication 316 crisis risk score 318 crisis spokespersons, advice for 321 critical approaches to PR 136–7 critical modernism and ethics 62, 63 critical path analysis (CPA) 145 critical theory 224–5 CRM see cause-related marketing crowdsourcing 503–4 CSR Europe 58, 277 cub reporter 348 cultural diplomacy 80 cultural industries 496–7 cultural studies 498 cultural trends affect of changes in on internal communication 255 culture 71–4, 130, 138–9, 151 circuit of 138, 200, 225 corporate 73, 265–6 definitions and concepts 498 key principles in intercultural/multicultural public relations 78 organisational 265–8 and public relations 72–4, 340 cycling industry 421 Danone Poland 286–7 dark side 237, 240 Darwin City Council 162–6 Dateline NBC 322 decision making influence of corporate communication on corporate 456 decision tree analysis 377 definitions 4–7 degrees 106, 114 deliberative engagement 158 democracy 39–43 futures of PR and 42–3 harming of by PR 37–9, 43 and media 35 and PR ethics codes 40–1, 43 Z02_TENC7818_03_SE_IDX.indd 557 557 PR’s contribution to 36–7 and PR’s expertise for 42, 43 representative 35 demographics 205, 401 deontology 63, 220 deregulation 14 Desmond, Richard 23 Diageo GB 336 digital 535 and integrated marketing communications (IMC) 400 and media relations 244–5 diplomacy 79–80 direct mail 332, 333 direct marketing and business-to-business PR 354–5 direct response 399 discourse 132, 137, 204 discourse ethics 221, 222, 224 discrimination 135 disputation theme and issues 302 dissertations 106–7 diversity 134–5 Do-it Plan 307 dominant coalition 456 Dove ‘Campaign for Real Beauty’ 407–8 downsizing 276 eBay European Team Brief (ETB) 264 ECM (European Communication Monitor) 93, 108, 538–42 econometrics 174–5 economic trends 254–5 ECOPSI EU-funded research project 106, 536 Edelman Trust Barometer 201 education financial 390 PR 86–9, 90, 103, 106, 107–8, 114–15, 537–8 elaboration likelihood model 202, 203 embargoes 242 emotional ecology 134 employee engagement 258–60 benefits of 260 drivers of 259–60 employee value proposition (EVP) 257 employees and community programmes 280–2 relationship with employer 257–60 and segmentation 263 see also internal communication endorsement, third-party 390 Enduroman Arch to Arc challenge 428–30 Engage Communications 115 Enron 63, 265 EPISTLE 147 ethical egoism 222 10/7/13 3:43 PM www.downloadslide.com 558 INDEX ethics 61–6, 132, 217, 217, 222–6, 535, 541–2 and advocacy 223–4 changing culture and changing organisational 64 codes of 40–1, 222 and consumer PR 341 and critical modernism 62 and critical theory 224–6 dilemmas 62 discourse 221, 222, 224 Excellence approach to 223 guidelines 62 practitioner’s view of 226–8 professional 220–2 and relationship management 224 situationist 221 and systematic modernism 61–2 theory and practice 61–4 virtue 64, 221 ethnic groups 135 Europe 52 characteristics of PR in 130 European Centre for the Development of Vocational Training (CEDEFOP) 104 European Communication Monitor see ECM European Communication Skills and Innovation Programme 100 European public relations associations 110 European Team Brief (ETB), eBay 264 evaluation 161–2 of corporate image and reputation 191–2 and econometrics 174–5 and issue management 308 and objective setting 172 outcome 172, 174–5 output 172, 175–6 principles making it easier 162 public affairs management 378 of social media 178–9 of sponsorship 440 events 336, 399 Everton Football Club Disability Football Development Programme 289 Excellence theory 75–6, 223 exclusives 242 executive influence 101, 102 expectancy value theory 209 expectation gap theme and issues 302 experiential marketing 500, 502 expertise, democracy and PR 42 external environment 147–50 effect of changes on internal communication 254–7 Facebook 217–18, 253, 335, 389 Fairtrade Foundation 451 fake news 38 Fame Report, The 525 fear protection motivation schema 202 Z02_TENC7818_03_SE_IDX.indd 558 female public relations manager 134 feminist analyses 133–4 Festival Republic 505 film 502–4 marketing and public relations 503 media relations in 504 finance 381–94 financial centres media in 390–2 profiles 383 public relations for 384–6 financial crisis, global (2008/9) 146, 244, 392 financial education 390 financial and investor relations (IR) 101 financial markets public relations in retail 387–8 public relations in wholesale 385–6 financial PR 384–5, 386 financial regulation 49 Firestone tyres 322 first direct 247–8 First World War 15 flack 237 flexibility 193 Foucault, Michel 121 4Ps 332 framing 244 France 72 public relations education 86–7 ‘Frankenstein’s Wedding Live in Leeds’ 501 free press 27–30 freelance 97 Friedman, Milton 53, 67 Frieze Art Fair 509 Fukuyama, Francis 76 future issues 530–44 game theory 126 gatekeeping 31 Gates, Bill 52 GE Capital 437–9 gender and PR practitioner role 129 genetic determinism 208–9 geodemographics 401 geographics 401 German Public Relations Association 15–16 Germany 73 industrialists, politics and critique 14–17 public relations education 87 GlaxoSmithKline (GSK) 60–1 Global Compact, Ten Principles of 75 global financial centres 384–6 global financial crisis see financial crisis global public relations 76, 77 Global RepTrak Pulse 191 global warming 47 globalisation 77, 148, 372, 372 10/7/13 3:43 PM www.downloadslide.com INDEX glocalisation 372 ‘good and bad apple’ analogy 62 Good Causes, lottery funding 495 Google 217–18 Gore, Al 47 grassroots organisation (GRO) 466 Great Depression 11 green environment 147 Green, Nicola 111–14 Greenpeace 125, 326, 467 group dynamics and persuasion 205–6 GSK 310–11 Guardian, The 26 Guide Dogs for the Blind Association 286 Gurkhas 364, 365 Habermas, Jürgen 31, 136 healthcare 381–490 and communication 483–5 confronting wicked problems 484–5, 490–1 importance of collaboration 490–1 internal challenges and communication 490–1 and social marketing 485–8 ‘Hello I’m a Mac’ campaign 401 Her Majesty’s Revenue and Customs (HMRC) 170 heterophily 201 homophily 201 ‘hot shots’ 263, 265 HP Sauce 285 HSBC 389 human resources 161 Hundhausen, Carl 15 hybrid media 335 identity(ies) corporate 185–6, 192 multiple 186 organisational 185 strategic school of corporate 185 visual school of corporate 185 image controversy of in PR 182–3 corporate see corporate image image positioning 403 image transfer and sponsorship 420 imove 497 impact theme, and issues 302 implementation costs 161 in-house 97 in-store communications 399 India earthquake (2001) 474 public relations education 89 individualism 261 inequality 393 and healthcare 490 Z02_TENC7818_03_SE_IDX.indd 559 559 information subsidies 37, 38, 244 information technology 148 INGO (International Non-Government Organisation) 467, 474 input/output matrix 210, 211 Institute of Public Administration 13 Institute of Public Relations (IPR) 13–14 instrumental/operant conditioning 208 integrated communication defining corporate communication as 458–62 and sponsorship 420–1 integrated marketing communications (IMC) 395–408 agency perspectives 405 and branding 403–5 definitions 396–7 and digital/online 400 and Dove’s ‘Campaign for Real Beauty’ 407–8 marketing communications toolbox 498–501 planning for 406 segmentation, targeting and positioning (STP) 401–3 integration 183, 192 Intercontinental Hotel Group 434–5 intercultural training programme 77 intercultural/multicultural context 70–82 see also culture interdisciplinary approach 114 internal communication 251–74 in an organisation 256–7 and Aviva 269–72 budgets for 257 changes in external environment affecting 254–7 definition and purpose 252–4 developing a strategy 267–9 effective 268–9 and employee-employer relationship 257–60 factors leading to strategic 253 and internal marketing 255 location of function of 256 methods more likely to be used by higher performing organisations 269 most common methods used 256 and networks 265 and return on investment (ROI) 268, 269 roles of leaders/managers 260–5 internal environment 150–1 internal marketing 255 International Campaign to Ban Landmines (ICBL) 304 international non-government organisations see INGOs international public relations 76, 77, 138 internet 22, 25, 239 and crisis public relations management 325–6 impact on NGOs 467–8 online memorials 326 rise of 23 see also websites interpersonal skills 104 intersectionality 127, 135 ISO CSR standards 58 issue analysis and public affairs 374–5 10/7/13 3:43 PM www.downloadslide.com 560 INDEX issue life cycle 305–8 issue management 300–12 critics of 304 definition 301, 307–8 developing an issue strategy 307–8 and evaluation 308 evolution of 309–10 impact of technology on 309–10 and intended outcomes 308 and objectives 308 origins 301 rise of 304–5 and social media 309–10 tactics 308 tools and processes 305–8 issue-readiness checklist 305 issues definition 301–2 disputation theme 302 expectation gap theme 302 impact theme 302 qualities of 302–3 sources 305 Italy 87 Jack Daniel’s (JD) 339 Jenkins, Helen and Marc 437–40 Jobs, Steve 260 Johnson & Johnson 53, 322–3 journalists 136, 139 and gatekeeping 31 relationship between PR practitioners and financial 392 trade press 348 Kalayaan 473 Kant, Immanuel 63, 222 King, Sir Mervyn 48 Knight, Emma 103 Krupp 15 landmines 304 Latin America 130 leadership/leaders 340 and communication advisers 532 communication roles 260–5 styles of in strategic change 261 thought 386, 387 Lebedev, Alexander 23 Lee, Ivy 9–10, 238 Leeds Cares 280–1 legal environment 147 legitimacy and corporate communication 448–9 leisure 497 Leveson Inquiry (2012) 28, 526 liberal pluralism 25 Life in a Day (film) 503 Z02_TENC7818_03_SE_IDX.indd 560 line managers 262–3 literacy 99, 103 sponsorship 416 litigation PR 526 lobbying 38–9, 40, 42, 43, 363–8 and civil servants 366–7 international perspectives 368–72 legitimacy issue 365–6 practices 264–5 principles for successful 365 purpose of 364 regulation of 367–8 L’Oreal 405 M&S and ‘Bra War’ 309 and Oxfam Clothes Exchange 280, 282 McCann, Madeleine 28 McDonalds 188 MACIE framework 373–8 McLuhan, Marshal 76 macro environment 147–8 Maecenatism 417, 424–5 magazines 25 market mix modelling (MMM) 175 marketing communication 451 marketing communications toolbox 398–402 marketing mix 332 masculinity 261 media 22–3 and democracy 35 in financial centres 390–2 and gatekeeping 31 liberalisation of 23 network 27 ownership 22 regulation of 28, 30, 31 media advertising 399 media bias 24 media evaluation 175–6 media fragmentation 537 media impressions 171–2 media publicity and media relations 237–8 media relations 236–49 and consumer PR 334–5 and the digital 244–5 in film 504 integrating social media with 247 and media publicity 237–8 origins and history 238–9 political perspectives 229–40 practical 240–2 and public relations 249–50 theories 243–4 memorials, online 326 metanarratives 132 10/7/13 3:43 PM www.downloadslide.com INDEX MetLife 177–8 Mexican Statement (1978) 6, Mexico 91–2, 130 mianzi 128 MINI 103 modernist 132 monitoring 161–2 of social media 178 Motrin 325 muckraking 10, 11 Murdoch, Rupert 23, 29, 30, 526 Murrow, Edward R 79 music festivals 504–5 music marketing 504 nation-states 72 Nationwide 174 natural rights theory 222 nature/nurture debate 71 neo-liberalism 14 Nestlé 323, 326 Net Promoter Score 435 Netherlands 86 network media 27 networks 265 neuromarketing 200 New Zealand 89 news media 148–9 news values 244 News of the World 323, 324, 526 phone hacking scandal 29–30 newspapers 23, 238–9 decline and fall of regional and local 26–7 free press 27–30 losing readership 37 ownership 23 NGOs (non-government organisations) 464–79, 531 advocacy and campaigning 472–3 brand, reputation and identity 474 choosing images for campaigns 475 and communication 468, 469 as corporations and superbrands 475–6 definition 466–7 donors and communication in small 471 getting donations 474 impact of internet on 468–9 international development context 468 PR and its link to fundraising in 472 relationship with donors 469–70 and sectors 467 and stakeholders 469 Terrence Higgins Trust case study 476–7 and transparency 468 and websites 472 NHS (National Health Service) 491 NHS Peterborough 489–90 no-advertising campaigns 401 Z02_TENC7818_03_SE_IDX.indd 561 561 Nolan Committee 365, 366 non-attributable 242 non-government organisations see NGOs Northern Art Prize 510 Nottingham University Hospitals NHS Trust 116 Nuba peoples 77 nudge theory 200 O2 52, 427–8 obesity issue 489–90 objectives 155–6 hierarchy of 172 and issue management 308 setting of 172 Occupy movement 393 Odwalla 315–16 Oeckl, Albert 16 off-the-record 242 Olympic Games 421 London (2012) 431–2, 434–5 one systems model of PR 152 online memorials 326 open system 152 opportunities to see (OTS) 171–2 organisational culture 265–6 and organisational ethics 64 organisational identity 185 outcome evaluation 174–5 output evaluation 175–6 owned media 335 Oxfam Clothes Exchange 280 Oxfam GB 109 para-crises 325 passion marketing and sponsorship 420 Passion, The 507 people’s organisation (PO) 466 PepsiCo 330–1 performance competence 106 performing arts 506 personal progress file 103 personal selling 415 personality market 522–3 personality types 206 persuasion 5, 195–215 approaches to 203–5 and audience attitudes 208–10 audience perspective 205–7 barriers to 209–10 and beliefs 207–8 and credibility 201–2 definitions 199 and group dynamics 205–6 and McGuire’s input/output matrix 210, 211 and nature of message 202–5 and psychology 200–1 10/7/13 3:43 PM www.downloadslide.com 562 INDEX persuasion (continued) resisting 212 and rhetorical approach 203–4 and self-esteem 205 use of arguments 202–3 PEST (Political, Economic, Social and Technological) 147, 254–5 philanthropy 51–2 corporate 51, 280, 417–18 phone hacking scandal 29–30 ‘photo op’ 520 place advertising 399 planning 152–67 analysis 154–5 approaches to 153 evaluation and review 161–2 identifying publics 157 importance of 152 and integrated marketing communications (IMC) 406 messages/content 157–9 scope of 152–3 setting aims and objectives 155–6 strategy and tactics 159–60 systems context of 152–3 template 154–62 timescales and resources 160–1 pluralism 148 political economy approach 198 political trends 254 Portsmouth FC 171 positioning 402–3 postmodernism 132, 185, 498–9 Powell, Claire 524 power, types of 201–2 power distance 261 power/interest matrix 157, 160 PR consultancies 14 PR practitioner 83–116, 535 categories of where people work 97 characteristics of successful 94–5 communicator role 93–7, 128 and cultural intermediaries 139 diaries of 111–14, 115, 116 influence of 101, 102 key skills and qualities required of 245 life cycle 104 in Mexico 91–2 and professionalism 107–11 representation of in boardroom 108–9 roles performed 98, 128–9 skills and competencies for the ideal 99–106, 108 skills and education required for PR in financial markets 389 and systems theory 95–6 view of ethics 226–8 press agentry 124 Press Complaints Commission (PCC) 28, 30 press conferences 241, 242, 519 Z02_TENC7818_03_SE_IDX.indd 562 press releases 239, 241–2 and UK financial services 391 pressure groups 531 definition 465–6 privatisation 14 procedural competence 104 Procter & Gamble ‘Bring Sunshine to Children’ programme 283–4 professional ethics 220 professionalism 107–11, 217, 219–20, 531–2, 535 professions, defining 218–19 programmes 149 strategic PR 151–2 propaganda 12, 196–8, 199, 336 definitions 198, 199 ‘Prove You Love Me’ campaign 162–6 pseudo events 519–20 psychographics 205, 402 psychological contract 257–8, 263 psychology, and persuasion 200–1 Public Administration Select Committee (PASC) 367–8 public affairs 360–80 accountability 377 best practice concept 372 definitions 361, 362 intermediary role of 363 international perspectives 368–9 and lobbying 363–8 location of within the organisation 361 principles of successful 365 scope of 361–3 Public Affairs Council (PAC) 362, 368 public affairs management 368–71, 372–8 analysis 374–5 choice 376–7 evaluation 378 implementation 377–8 MACIE framework 373–8 public diplomacy 79–80 public relations critical approaches to 136–7 definitions 90, 199, 236 disciplines that inform 107 history of 197 identity of 533–4 internalisation of 531–3 justifying 8–9 major challenges addressed by 139 principles needed for contribution to organisational effectiveness 75–6 Public Relations Consultants Association 14 Public Relations Society of America (PRSA) 90, 223 ‘Port of Entry’ and ’Professional Bond’ reports 100 public sector employees and trust issue 257 public sphere 31, 136 publicity stunts 238 10/7/13 3:43 PM www.downloadslide.com INDEX publics 127, 146, 150, 187, 533 for arts organisations 507–8 identifying 157 situational theory of 127 ‘publish then filter’ 243–4 Puerto Rica 88 pulse reports 268 ‘putting lipstick on a pig’ 340 qualifications 106 quango 467 quantification of PR 170–2 Queen Margaret University (Edinburgh) 454 race 134–5, 153 radio 24 ranking methods 377 rankings 191–2 reasoned action, theory of 209 Red Products 418 reform journalism 10 ‘refuseniks’ 265 regulation and lobbying 367–8 relation 183 relational actors 149–50 relationship management 127–8, 224 relationships, distinction between symbolic and behavioural 182–3 relativism 74–5 renqing 128 representative bodies 109–11 representative democracy 35, 42 reputation corporate 184–5, 192, 357–8 and corporate branding 188–90 corporate social responsibility (CSR)’s contribution to good 53 measuring and evaluation of 190–1 and NGOs 474 as time-based construct 184 as value-based construct 184 Reputation Institute (New York) 191 research 114–15, 173–4 and community relations programmes 290 primary and secondary 173 quantitative and qualitative 174 resources 161 retail financial markets 387–90 return on investment (ROI) 172 and internal communication 268, 269 Return on Marketing Investment (ROM) 170 review 162 rhetoric 204 rhetorical approach 131, 132–3, 203–4, 224 Ribena 310–11 rights holder 412, 425 risk analysis 377 Z02_TENC7818_03_SE_IDX.indd 563 563 Romania 87 Rugby World Cup (2011) 427–8 sales promotion 332, 333, 400 and business-to-business PR 355 savers and investors, connecting with 387–90 scenario building 377 Scottish Nappy Company 288 Second World War 11 segmentation 401–2 and employees 263 segmentation, targeting and positioning (STP) 401–3 self-efficacy 209 self-esteem 205 semiotics 498 shared values and corporate communication 454 Shell 53, 75 Shell Guide 413, 418 Siemens AG, bribery scandal 74–5 situational analysis 189 situational publics 127 situational theory, and publics 127 situationist ethics 221 Situational Crisis Communication Theory (SCCT) 316 skills, and PR practitioner 99–106, 108 Skyfall 416 Slate 60 51 ‘slow burners’ 265 SMART objectives 156, 172 social audits 294 social capital corporate communication as developing 450–1 definition 451 social comparison theory 205–6 social contract theory 222 social learning theory 208 social marketing 485–9 definition 486 and healthcare 485–9 implementation challenges 487–8 social media 41, 76, 178–9, 238, 335, 534, 540 and activists in the global village 76 and the arts 502 and Barcelona Principles 178–9 and ‘Bra War’ 309 and business-to-business PR 351–3 and choice editing 389 and communication 253 and crisis public relations management 326 evaluation of 178–9 integrating with media relations 247–8 and issue management 309 social psychology 11 social trends 255 society, organisational responsibilities to 55–6 Society of Independent Public Relations Consultants (SIPRC) 14 10/7/13 3:43 PM www.downloadslide.com 564 INDEX socio-cultural approaches 6, 138–9 soft power 80 solar power 375 South Lanarkshire Council (Scotland) 262 specialisation of PR practice 537 specialist financial trade press 390 spin 237 Spinwatch 198 sponsorship 399, 410–43 activation strategies (case studies) 427–35 breakdown of spend by sport, arts and broadcast 423 and the community 277–80 and consumer PR 337–9 definitions 416–20 developing a strategy 424–6 and direct sales 421, 423 evaluation of 440 and image transfer 420 implementation phase/evaluation 426 and integrated communications 420–1 mainstream sectors for 422 measuring success 440 and multiple stakeholders communications 421 overview 414–16 and passion marketing 420 properties 411 reasons for getting involved in 411, 413, 414 reasons for popularity of 420–3 revenues by region 415 role of PR 436 strategic planning phase 426 Top 10 US sponsors 415 and value in kind (VIK) 411–12 of venues and infrastructure 422 sponsorship category 412 sponsorship literacy 416 sponsorship property 411, 426 sponsorship rights 412 Staines, Paul 25 stakeholder responsibility matrix 56 stakeholders 48–9, 146, 150, 157 and NGOs 468 organisational responsibilities to 54–6 typical for-profit organisational 54 Standard Oil 10 Standing, Helen 115 Starr, Freddie 238 strategic crisis communication 321, 323 strategic planning 455 strategic PR programmes and campaigns 151–2 strategic public relations 145–67 strategy 159, 454–5 strategy process model and issue management 305, 307–8 structuration theory 131 substitution game 169–70 surveys 8, 173–4, 175 Z02_TENC7818_03_SE_IDX.indd 564 Sweden 17–18 Swedish Public Relations Association 17 Switzerland 72, 385 SWOT 150–1 symbolic capital 450 symmetrical communication 124–5, 130 systematic modernism and ethics 61–2, 63 systems theory 95–6, 124–9, 224 internationalising 130 and PR practitioner 95 shortcomings of 130–1 tactics 159–60 targeting 365, 402 task environment 149–50 team briefing 262–3 technology 534–5 impact of on issue management 309–10 trends 255 Telefónica 111–14 television 24 Terrence Higgins Trust 471, 476–7 Tesco 282 theory 123–44 role of in practice 106–7 third-party endorsement and PR in retail financial markets 390 Thomas Cook Sport (TCS) 338 thought leadership 386, 387 timescales 160–1 timing 365 Toyota 266, 323 tracking survey 173–4 trade press 346–7 training and crisis public relations management 319 see also education Transparency International 75 triangulation 174 triple bottom-line 60 trust 257–8 Twitter 253, 335 two-way asymmetric model of communication 124–5, 200 typologies 124 UK Resource Centre 352–3 UN Global Compact 276, 277 Ten Principles 74–5 uncertainty avoidance 261 ‘unguided missiles’ 263 Unilever 62 Union Carbide Bhopal disaster 320, 322 unique product positioning 402–3 United States Department of Defence 78 10/7/13 3:43 PM www.downloadslide.com INDEX PR education 88, 100 PR in 197 private interests in public opinion 9–12 and public diplomacy 79 and sponsorship 414–15 United States Information Agency 79 universalism 58–9 utilitarianism 63, 220, 222 valid metrics guidelines 170 value in kind (VIK) 411–12 values 184 and corporate communication 451–3 values statements 265–6 Vattenfall Climate Signature Campaign 65–6 Virgin 524 virtue ethics 64, 221, 224 visual arts marketing 506 Voluntary Organisation (VO) 467 Z02_TENC7818_03_SE_IDX.indd 565 565 Warhol, Andy 519 websites business-to-business PR 351 and NGOs 473 Westinghouse Electric Corporation 10 whistleblower 64 wholesale financial markets 385–6 wicked problems, in healthcare 484–5 Wikipedia 41 Williams, Raymond 184 Winning Game study 283 women, in PR 129, 133–4 Woods, Tiger 525–6 worldviews 76 Young British Artists (YBA) 509 Your Health, Your Care, Your Say (YHCYS) initiative 158 YouTube 22 Zara 400, 401 10/7/13 3:43 PM ... Miller (20 07), Miller and Dinan (20 08), Lubbers (20 02) , Beder (20 02, 20 06) and the classic book by Stauber and Rampton (1995), Toxic Sludge is Good For You: Lies, damn lies and the public relations. .. week The winner was a 12- year-old Scottish girl ➜ 9 /27 /13 5:15 PM www.downloadslide.com 29 2 Part 3  PUBLIC RELATIONS SPECIALISMS case study 15.5 (continued) Seen & Heard In partnership with the... community programmes can offer numerous benefits to both parties For employees, 9 /27 /13 5:15 PM www.downloadslide.com 28 2 Part 3  PUBLIC RELATIONS SPECIALISMS Picture 15.1 The UK clothes retailers