What is Public Relations?
Public relations (PR): A communication function used to promote mutual understanding between an organization and its various stakeholder groups
Why is PR Needed?
• Complex structure of Industry • Importance of Employee Relations • For Good Communication • Increasing Competition
Johnson & Johnson • The world’s largest and most comprehensive manufacturer of health care products • Founded in 1886 • Headquartered in New Brunswick, New Jersey • Sales of $64 billion in 2004 • 200+ operating companies in 50+ countries • 109,000+ employees worldwide • Customers in over 175 countries
Products • Baby Products • Skin Care • Wound Care
Baby Products • Baby Powder • Baby Oil • Baby Cream • Baby Lotion
Baby Products • Baby Shampoo
• Baby Hair Oil
• Baby Soap
Skin Care • Clean and Clear Face wash
• Johnson Buds
Wound Care • Band Aid
• Savlon
• Johnson Plast
Achievements Name Of Award
Received By…
Given By…
Six Sigma
Johnson & Johnson Consumer Products India
Indian Statistical Institute & The National Institution of Quality & Reliability
Industrial Safety Award Image Award
Johnson n Johnson Plant, Dharavi
National Safety Council, Maharashtra
Johnson n Johnson Innovations Dept Of India
Ortho - Clinical Diagnostics Division Johnson & Johnson, Worldwide
Process Excellence Award Best Employers 2003 Rank 4
Johnson & Johnson Medical India
Johnson & Johnson, Worldwide
Johnson & Johnson Consumer Products
India Hewitt Associates
Organizational Structure Managing Director
Finance Manager
Commercial Manager
R&D Manager
Operations Manager
Human Resource Manger
Marketing Manager
Logistics Manager
Public Relations Manager
Mission Statements • We Must be Good Citizens… …Support Good Works & Charities. • We must maintain in good order the property we are privileged to use, protecting the environment & natural resources.
Basic Objective • To Provide scientifically sound, High Quality products & services to help Heal, Cure Diseases & Improve the Quality of Life • This was also the basic Goal that began with the Founding of the Company in 1886
Social Responsibilities • Earthquake in Pakistan • Hurricane ‘Katrina’ • HIV/AIDS • International Disaster Relief Organization • Mumbai Floods
PR Dept Functions Serve As the Official Channel of Information Coordinate With Other Departments Plan and Administer Information Programs
Keep the Public Aware of Organization’s Activities
PR
Coordinate Relationships With Stakeholders Collect and Analyze Stakeholder Attitudes
PR Activities Brand Publicity
Crisis Management
Financial/ Financial Investor Relations Relations
Media Relations
PR Activities
Corporate Communications
Employee Relations
What Is Brand Publicity? Brand publicity: The use of non-paid media messages to deliver brand information designed to positively influence customers and prospects
What Are Brand Publicity Tools? News Release (Press Release)
Publicity Tools
DirectPitch Communication Letter
News Kit (Press Kit)
Key Part of Brand Publicity: Media Relations Key part of brand publicity: Media relations: Maintaining a positive professional relationship with the media in general or with media that specialize in covering a specific industry • The challenge: getting past media gatekeepers • Editors and reporters who select (or reject) stories for their publications or stations based on what they think will interest their audiences
Tools for Media Relations News Release Television Advertisements (Press Release)
Publicity Tools
Campaign at the Launch Of Pitch Letter New Product
Ads In Different Languages
What Is Corporate Communication? Corporate communication: High level public relations carried out by executives who work at a senior level in a company and advise top management on how the organization presents itself Goal: to manage the image and reputation of the organization
Three Corporate Advertising Objectives Establish Corporate Identity
Objectives
Advocacy
Demonstrating Social Responsibility
Corporate Advertising
+
Campaign For A Cure
+
3M’s Annual Report Is An Example Of Financial Relations
+
Insight: Proactive Crisis Management
Crisis are a fact of an organization’s life. If the Executives perform proactively that is acting before the crisis, so as to avoid the situation of Crisis, It can very well create a mechanism that is free of failures and hence a Crisis can be prevented even before it is Born.
Johnson & Johnson Enjoys One Of The Strongest Reputations In The World
+
Five Influencing Factors • Support & commitment from supervisors & management • Workplace policies friendly to program goals & objectives • Workplace culture which values health • Program marketing efforts that reach, preach, teach & influence • Programs designed & owned by real people
Six Strategic Platforms • • • • • •
Effectively manage program cycle Recognize importance of relationships Increase proportion of activities that affect program infrastructure Create environment to support individuals & groups Create empowering opportunities Create many program opportunities
Final Note: • An organization’s reputation is critical to the strength of its relationships with stakeholders… • …and Public Relations is one of the most effective MC functions to build and maintain it
PR