A Proposed Programme of Work
A Proposed Programme of Work
Finally, we come to the consideration of a programme of Public Relations activity to:
A. correct any mistaken impressions of the company which may exist;
B. establish the desired company image;
C. direct this image to those whose opinion really matters to the company.
Mistaken impressions of the company which may exist-such as concern among employees with regard to labour/management relations; or outside the firm, such as concern on the part of local residents about the hazards of environmental pollution; concern on the part of existing or potential customers about the company's trading policies-call for energetic remedial action by Public Relations. If the neighbouring community fears the dangers to health threatened by the factory effluent, Public Relations must explain the true facts; if necessary, with the active support of the local health authorities. If labour relations within the company's plant are strained, it is the task of Public Relations to try to dispel the tension by a clear enunciation of the firm's viewpoint, backed by factual releases to the local press, describing the action being taken to improve working conditions.
Above all, from the ONLINE MARKETING Manager's point of view, it is up to Public Relations to emphasize to the trade such aspects of company policy that will correct mistaken impressions with regard to its trading arrangements. A lack of confidence is, probably, the most serious of the misgivings from which a company is likely to suffer in its image with the trade. This can take various forms. Confidence may be lacking in the company's
� financial probity, or in its technical expertise or merely in its size in relation to older, more established organizations. By emphasizing its past achievements, its current trading success or its
� future expansion programmes, Public Relations can correct these misconceptions and redress the image to one of solvency, technological competence and a role of increasing importance in the market which it serves.
In establishing the desired company image, Public Relations will take into account not only the products or services which the firm is offering but also those underlying factors we examined in our discussion about the advertising platform. For example, a manufacturer of food products is selling, in addition to a nourishing, appetizing and timesaving precooked meal, an assurance of hygiene and reliability in its preparation. Public Relations will seek to stress these additional attributes by means of organized visits by groups of consumers to the company's factories, where housewives can see for themselves the stringent conditions in which the foodstuffs are handled. Similarly, the Public Relations department of a leading manufacturer of chemical products will publicize, by means of press bulletins, lectures delivered to trade association meetings by members of the company's technical staff. Such lectures, given to an audience of highly qualified people within the trade, or industry, provide an indication of the calibre of the technicians employed by the company to maintain the high quality of its products.
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