2

A communication process

1. The reputation

2. Corporate responsibility

3. The brand

4. The talent

5. The leadership

To optimize the management of the strategic intangibles

• Corporate Reputation is the Recognition by stakeholders of a company's behavior. It is based on compliance with commitments to customers, employees, shareholders, and the community.

• It is the most emerging concept in current management and one of the main sources of the companies intangible values

1. Reality -> what the organization is

2. Identity -> what the organization says it is

3. Image -> what others say about the organization

The RACE model is a strategic framework commonly used in public relations to plan and execute communication campaigns, so a different way to apply the PR Plan

1. Research and diagnosis

   - PR Audit.

   - Qualitative research

   - Quantitative investigation

1. Planning / Action

   - Set goals and objectives

   - Identify target audiences

   - Design the message

   - Strategies and techniques for disseminating these messages

   - Schedule (timing) and budget (money)

2. Communication

   - Verification of message communication before diffusion

3. Evaluation

   - Techniques for measuring results

It allows knowing the mechanisms, articulations and existing channels in the groups to be able to use them in the execution of the programs.

1. Internal audiences:

- employees

- union representatives

- works council

1. Close external audiences:

- shareholders

- suppliers

- local politicians

1. public (no close):

● potential customers

● Big audience

● financial means

It allows determining their motivations, interests and their problems, either in general, in relation to a real or potential issue, or regarding the organization.

- Inactive publics: low level of involvement and knowledge of the

organization.

- Attentive audiences: low levels of knowledge, but they have recognized a problem with the organization: their involvement has intensified.

- Informed public: They are informed about an organization but they are not directly affected.

- Non-Public: without knowledge or implication.

By the degree of knowledge of the organization and involvement)

- Journalists

- Leaders of opinion

- Intellectuals

Prioritize stakeholders, since companies have many stakeholders - too many to target them all. Its crucial for the organization to implement its goals.

1. The selection of the most relevant target groups.

2. Segmentation of the selected target groups.

By the distinction of more important and less important target groups.

1. Functional Groups - involved in the companies inputs & outputs, so input target groups (employees) and output target groups (customers)

2. Normative groups - have the same interests as the company, so competitors or allies

3. Diffuse groups - linkages cant be identified (ex: Media)

From a marketing/communication point of view, segments can be created around three categories:

1. Brand-specific characteristics of the group:

These involve the way the target group feels about a corporate brand. An example would be a customer's loyalty to the beer brands of a particular beer beverage company and the frequency of consumption of this brands.

2. Product class characteristics of the target group:

These involve the use of products in a limited product class, e.g., the consumption of alcohol-free beer.

3. The general characteristics of the target group,

e.g. Education, marital status, lifestyle.

Another approach to prioritizing stakeholders involves characterizing stakeholders by their relative power, legitimacy and urgency

into seven key groups:

- Dormant stakeholders (groups with latent power);

- Discretionary stakeholders (groups driven by legitimacy);

- Demanding stakeholders (groups driven by urgency);

- Dominant stakeholders (powerful groups with legitimate claims);

- Dangerous stakeholders (powerful groups making urgent demands but

lacking in perceived legitimacy);

- Dependent stakeholders (groups with legitimate claims but no power);

- Definitive stakeholders (groups with power, legitimacy and urgency).

The concept of public opinion in the context of public relations has its origins in the 17th century in France. The term "public opinion" refers to the collective views and attitudes of the people on matters that affect them.

Opinion leaders, individuals who express their views on specific topics, act as catalysts influencing public opinion.

They are:

● Very interested in a topic or a problem.

● Better informed about it than the average.

● First to adopt new ideas.

1. Formal opinion leaders, named for the position they occupy as public representatives, company presidents or association president.

2. Informal opinion leaders, those who have influence over others because they possess some special characteristic.

   They can be a model, admired and emulated, or opinion leaders capable of putting pressure on others to get them to do something.

Public relations professionals try to influence these leaders

because they are going to influence the general public as well.

PR campaigns rely on key opinion leaders.

The "double flow of communication" model underscores informed individuals shaping public opinion. The multi-stage flow model involves opinion creators, the attentive public relying on leaders for interpretation, and the non-attentive public potentially becoming interested, shaping public opinion.

PR staff utilize various channels, including social media, to engage opinion leaders. Traditional social media quickly disseminates PR information to millions. Organizations are typically the PR source.

Persuasion is a communication skill involving positively influencing others through techniques. Within an organization, it aims to change or neutralize unfavorable opinions, crystallize latent opinions and positive attitudes, and maintain favorable opinions.

1. Reciprocity: mutual treatment

2. Scarcity: in optaining

3. Authority: from credible authorities, like opinion leaders and celebrities.

4. Commitment and Consistency

5. Social Proof / Consensus: People tend to accept what others accept

6. Liking: People are more influenced by those they like

Now, with the popularity of social media, influencer marketing has become a significant aspect of PR. Social media influencers, seen as new opinion creators, are leveraged by brands for product promotion. PR firms are adapting to this shift by adopting a data-driven approach to navigate challenges and stay impactful.

1. To Build Consumer Engagement and Trust

2. To Create a Unified Customer Experience

3. Get the Chance to Get Creative

1. Finding Right Influencers:

2. Handling the two-way Relationship Management

3. Dedicated, Specialized Approach from a tactical approach to a broader, data-driven focus for optimizing ROI and building standardized influencer programs.