1. Problem Finder, Solver and Preventer ( Philip Lesly )
1.1. Need to be aware of and listen to what is important in the public mind.
1.2. Need to monitor and evaluate current social issues.
1.3. Prevent crisis if occurred, keep them from getting out of hand.
1.4. Come up with strategies to solve, contain or hinder the problem.
2. Reputation Management Process
2.1. two stages:
2.1.1. Earn reputation through behavior as well as communication.
2.1.2. Leverage that reputation to gain tangible business benefit.
3. Factors Driving Organization’s Emphasis on Reputation Management
3.1. Media
3.1.1. Tendency to give wider coverage on controversial issue.
3.1.1.1. E.g. Environmental performance, invasion of employee privacy, unfair hiring, testing product on animal.
3.2. Interest Group – NGO’s
3.2.1. E.g. Nutritional content on food, Unfair business practice.
3.3. Information Technology
3.3.1. Need to implement strategy to face web attackers. PR job to maintain company’s web
4. Function to Uphold to Gain Reputation
4.1. Protect company against attack.
4.1.1. Provide detail information to clear controversies.
4.2. Initiate programs to explain company goals and objectives.
4.2.1. Pro-active. Identify potential problem and act quickly.
4.3. Demonstrate good environmental policy.
4.3.1. Protect and promote corporate trademark and logos.
5. 5 self describe roles
5.1. Expert prescriber
5.2. Communication technician
5.3. Communication facilitator
5.4. Problem solving process facilitator
5.5. Acceptant legitimizer.
6. Six Challenges for Business That Affect PR Functions (Philip Lesly)
6.1. How to deal with attitudes of people whose job will be changed or eliminated by the introduction of more efficient method.
6.1.1. How to deal with the attitudes of investors.
6.2. How to deal with reactions of intended customers and dealers to the product.
6.2.1. How to reach the hearts and minds of the people.
6.3. How to persuade the best people to work for the company.
6.3.1. How to make people understand that business works better with minimum restraints.
7. Role of PR in Strategic Management
7.1. Strategic management starts with organization’s mission statement.
7.2. All organization must have a mission statement. It is the responsibility of PR to help in designing a mission statement.
8. Purpose of Mission Statement
8.1. Mission statement commit the whole organization to accountability, creating its own culture and values.
8.2. The attitude express provides framework in which PR can device its goal and objectives, builds its budgets, directs its talent, device its program and assess its impact.
9. Characteristics of Reputation Building Communication
9.1. Clear and direct – say what you mean and mean what you say.
9.2. Informative – based on facts, help people made good decision.
9.3. Emphasize on main idea or purpose – Easy on superlative adjectives.
9.4. Appeal to people best interest.
9.5. mphasize on what the public can benefit instead of what organization will get to achieve.
9.6. Appeal to the eye and ear.
10. Role of Public Relation Practitioner
10.1. Expert pre-scriber
10.1.1. Full authority to identify problems and provide solution.
10.2. Communication Technician
10.2.1. Usually meant for fresh graduate without hands-on experience.
10.3. Communication Facilitator
10.3.1. Remove barriers from relationship.
10.4. Problem-solving process facilitator
10.4.1. Practitioners become part of strategic planning team.
10.5. Acceptant Legitimiser
10.5.1. PR has no authority and does not have the initiative to act on his or her own without management approval.