Public Relationship Insurance

MEANING AND INTRODUCTION:

Public Relations, commonly called as PR is an activity aimed at increasing common & understanding between an organization or individual & one or more groups called Publics”.

What Is Public?

           Public is a group of similar ideas, an assortment of persons having the same interests, problems, circumstances & goals. They vary in their forms & sizes they have a multitude of wants & desires. Each group has its own likes & dislikes. Group can be classified as:- Employees form a group/public, employers form another group, etc. Other members of the public can be dealers, wholesalers, investors, etc. Each of these groupies a public & everyone tries to attract a district audience with its varied tools & techniques. A public may also be made up of a no. of individual’s who are unorganized & hard to identify but who for widely varied reasons have a common interest in the matter at issue.

   

                  Today, however, when modern means of common make vast number of people aware of controversial issues & common interests, publics tend to be large & impersonal. These publics involve people who are not known to each other & are widely distributed over the country, or even among a number of countries. The members of such public rarely meet each other face to face or have much direct communication. The impersonal but powerful publics are numerous in today’s high complex society.  But finally the public is any group of people who share common interest.

Relations:-

It is the outcome of mutual understanding derived from the process of sharing of common interest where as relationship is the definite type of relation or interaction taking place between two individuals, group or departments. To understand any relationship, therefore it is necessary that one understands the wants of those involved.

                     The term PR is also applied to the profession responsible for handling such assignments. Corporations, govt. agencies, politicians & entertainers are among these who use public relations. Their publics vary from employees & shareholders to an entire community or members of the news media. The communication between an organization & its public ranges a simple news release to a sophisticated campaign featuring films, ad’s speeches & television appearances. Such communication is aimed at gaining the goodwill of the public. The basis of any effective PR campaign is public benefit. If an organization does not serve the needs of public, the public will not support it. PR experts help an organization learn what the public wants & then establish policies that reflect concern for public’s interests.

v PR generally is practiced through:-

1. Corporate PR dept:- In a corporate department, specialists handle corporate PR  activities for only that company.

2. PR Agencies:- In agencies specialists carry out PR activities for several companies

3. Public Information Departments:- Non-profit organizations like colleges and Government agencies have public information departments that work to    strengthen the  image of the organization.

Definitions of PR by some renowned people:

1.      Frank Jefkins:  Public Relations means what it says- relations with the public. It is practically a self-defining term. It aims to create and maintain confidence. It is a system of communication to create goodwill. It produces that intangible quality or asset-goodwill, and earns credit for achievements.

2.      K.R.Balan: ‘The discipline which brings out the rewards in generating “mutual understanding” and the risks involved in misunderstanding between individuals, groups, governments and nations in this restless world the shape and content of which tend to be rapidly changing.’

3.      Editor of PR news: PR is the management function which evaluates public attitudes, identifies the policies & procedures, of an organisation or an individual with pubic interests & plans & executes a program or action to earn public understanding and acceptance.

v Interpretation of the above definition-

1.      It measures, evaluates & interprets the attitude of various related public.

2.      It assists management in defining objectives for increasing public understanding& acceptance of organisations products, plans, policies & personnel                                                                   
3. It equates these objectives with the interests, needs & goals of      various related public

3.     
     4. It develops, executes & evaluates a program to earn public     understanding & acceptance.

HISTORY OF PUBLIC RELATION:-

             Public Relations as a term was first formally used by ‘Thomas Jefferson’ in the year 1807, while drafting his seventh address to the congress delegates when he scratched out the words “State Of Thought” and wrote “Public Relations” instead. Informally Sir Walter Raleigh used it even earlier during the Land Rehabilitation Movement, while persuading people from different parts of America to settle in the rural parts of Virginia. This was the first organized effort to win and mobilize public opinion. In India, the term of course gained importance later through the Public Relations Society of India (PRSI) in 1958.

ELEMENTS OF PUBLIC RELATION:

1. Human relations:

                        

                      It is getting along well with the word public both internally or externally. No person can work independently & everyone who works in an organization directly or indirectly depends on one another.

2. Empathy:

               

                       Empathy means feeling with the other person to analyse others point of view & is regarded as primary pre-requisite for a satisfying experience in a relationship where a certain degree of depth of understanding is expected.

3. Persuasion:

              There are 2 forms of interaction between individuals or groups

a)  Force or compulsion

b) Persuasion.

                    If one party compels another to do something instead of persuing him this is called Despotism. It is against the principle of proper conduct sanctioned by society. A sense of human interest on the person who is being persuaded will understand & appreciate the cause & effect of this action.

4.     Dialogue:

                     It is a conversation with purpose. It is not a bargain basement transaction but it is a low form of negotiation. Dialogue is a reasonable exchange of ideas bringing into view a new form of knowledge, the use of dialogue is for influencing behaviour like selling goods or inspiring innovative ideas.

OBJECTIVES OF PUBLIC RELATIONS

The main objective of public relations is to establish good understanding by sharing a common problem or interest with the public.          By       public we here mean both an internal public and a public external to the organisation. Mutual understanding can be established only by sharing     a common interest, by communication and relations.

However, the following are the broad objectives of public relations:

1)     To promote    mutual understanding.

2)     To avoid the risk involved in         misunderstanding.

3)     To win friends.

4)     To influence people.

5)     To change the behaviour and attitude of the public.

6)     To enhance the patronage from the various sections.

7)     To help in fund raising.

8)     To persuade individuals, groups etc.

9)     To connect misconceptions and clarify on criticism of its policies
and practices.

10)To promote goodwill.

11)To create and maintain the image or reputation about the   company.

12)To forestall attack by the competitors or opponents.

13)To undertake a public relations education program.

14)To help the public to love life and work for better or for worse
  without conditions.

15)To improve internal staff relations.

16)To liaise, counsel and advise.

17)To provide information about the activities of the company to the     press and writers.

18)To prepare and supply the public with information about the organisation like price, quality, export, employment, and other special features.

19)To ascertain public opinion, conduct opinion research, and under-stand public attitudes on the organisation, profession and practice.

20)To sponsor dealer and distributor relations schemes.

21)To undertake programmes like sales training courses for   retailers, wholesalers.

22)To establish press relations, publicity articles preparation, press   release, photographs.

23)To communicate with the employees on their benefits, accident   prevention labour relations and collective bargaining.

24)To undertake a campaign of public education about an industry or profession and its contribution to the public.

25)To establish relations with federal and state legislators, agencies.

FUNCTIONS OF PUBLIC RELATIONS:

The functions that are to be performed by a public relations department may differ from organisation to organisation depending upon the nature and activities of a particular organisation. However, certain standard functions have emerged as common in most balanced departments. They are discussed below:

1. Policy:

                

                     Public relations policy is required for every organisation. A policy is a statement of guidelines to be followed in the company. The
department has to develop and recommend corporate public relations
policies. It has to contribute the public relations view point which helps in the formulation of decision. Its function is not merely to provide the policy mainly to the top management but also to other sections and divisions.

2. Publicity:

                      

                       Corporate publicity is necessary to interact with the public. The department has to undertake the development and issuance of announcements of corporate activities to external communications media.
               It has to handle inquiries from the press. It is part of the functions of the department to develop and place promotional publicity about    the       company as a whole or any of its units.

3. Product Publicity:

                         Corporate publicity is different from the product publicity. In this, focus is on the products and how to popularize
the product. This includes both new products as well as existing ones. It includes the announcement of new products through the editorial channels of the communications media. The department has to develop and execute the promotional product publicity campaigns.

4. Relations with Government:

Relations with government cannot be overlooked. In all spheres of activities the government inter-feres, regulates controls and supervises. It is necessary to           maintain liaison with appropriate governmental departments. This      liaison covers both the local level, state level and national level. Besides, governmental relations include:

(i) Advise action as needed.

(ii) Report trends in government affecting the company.

(iii) Help in preparing and directing corporate appearances before   investigating bodies of legislative hearings.

(iv) Direct programed designed to promote the company's point of view in legislative or regulatory matters.

5.     Community Relations:

                              Community contacts should be planned. It is the performance and/or   coordination of corporate 'good neighbour' activities, including compliance with environmental protection standards, fostering equal employment opportunity, cooperating in urban improvement programs, and developing community understanding of a company's problems and needs.

6.     Shareholders Relations ;

                            Relations with the corporate stockholders is more important to attract public money. This takes the form of communication between the company and the shareholders in particular.  Also the investment community in general. It is necessary for the development and acceptance of the company among investors by broadening the exposure of the company's policies and financial results in the investment community. This function includes preparation of annual reports, quarterly reports, dividend cheque inserts etc. It has to plan and stage the annual meetings of stockholders and appearances before meetings of security analysts.

7.     Promotion Programmes :

                       Public relations promotion programmes should be formulated and implemented. This may broadly cover institutional promotion programmes designed to build corporate acceptance of key policies, institutional advertising, public relations literature and special events.

8.     Donations:

                     A corporate donation policy should be developed for company contributions. Various aspects involved in this function are processing requests for donations administering company's foundation, and the conduct of employees' solicitations for approved drives.

9.     Employee Publications:

                         The public relations department has to prepare and publish employee magazines, newspapers, bulletins, management communications etc.

 10. Guest Relations: The department must undertake guest   

              reception activities.

 11. Coordinating Activities.

 12. Conveying and Interpretation.

 13. Advisory Functions.

 14. Instructing by doing.

 15. Public Relations Education Programme.

PUBLIC RELATIONS     EXPERT SOCIOLOGY AND PSYCHOLOGY POINT OF VIEW

The task of the relations expert is applied sociology. In other words, he must advise his clients bearing in mind the essential features of sociology and psychology. In particular:

1. He must hold a mirror to his organisation so that it can see where it actually stands and how it really looks in the opinion of the public. Thus is one of his essential duties, and in most cases, it provides the organisation with knowledge of itself, which is nothing short of astonishing.

2. He must collect all available data, so to have a sound knowledge of all his details and inter-relationships on which to work out a clear suggestion for building up the picture to be presented.

3. In doing this, he must help to overcome the many prejudices and biased opinions that are almost always present, and he must be frank in pointing out and attempting to eliminate the weak points and negative aspects of the organisation's projects or policies.

4. All this forms the basis for the public relations action which must then be carried into effect as a long term strategic plan founded on exact knowledge of the process of communication and making full use of all means of communication.

5. In carrying out the plan, he must keep in mind the fact that a public relations is always a two-way communication. Every public relations statement has an echo, which must be regarded as the feedback in cybernetics. Experience shows him how the message was received, and from this he must draw his own practical consequences, in complete disillusion and if necessary with readiness to self-criticism. This is the decisive point in all public relations activities.

6. As a consequence of a1I these measures there gradually comes into being in the inter- relationship between the communicator and the public under the painstaking control of the public relations expert a large measure of conformity and harmony between the two poles. This is the sense and the purpose of public relations activities.

VARIOUS   PUBLICS    FOR     PUBLIC RELATIONS

1. Stockholders Relations:

The owners of the company are the shareholders with whom the company always has to communicate about various matters. Most companies use personal visits, telephone calls, mailing and supplementary reports to keep shareholders informed, interested and satisfied. Communication with them may include reports, matters on corporate meetings, dividend enclosures, magazines, special mailing, notices, resolutions, minutes, periodic correspondence, financial matters, press releases etc. Communication with the shareholders may cover many subject matters such as:

1.Issue of share         certificate;
2.Share           transfer          application    and      procedure;
3.Certificate of        transfer;
4.To mobilise funds, pay dividend, interest on fixed deposits received;
5.To issue dividend warrant, proxy form, dividend coupon;
6.To    issue notices, agenda of the various meetings;
7.To    respond to correspondence received from them;
8.Correspondence relating to calls, forfeiture, transmission;
9.Communication on matters relating to statutory requirements etc.
10.Describing organisational problems and objectives of the company in   terms of special current developments in the company' s folder and other stockholder communication.

11.Drafting and circulating to all stockholders a transcript of highlights of the annual progress at the company's annual meetings.

12. Giving reponse to each stockholder's inquiry which must be prompt   to create goodwill.

13. Informing by way of circulating or distributing to all shareholders   occasional reprints dealing with developments vital to them.

2. General Public Relations

It is with effective communication and through appropriate media that a company maintains contacts with the public. It is the means to create and build goodwill. It also helps as a driving force to reach the public, and brings the company and the public together, linking with society in general. Maintaining external communication facilities through several media of verbal and written contacts with the public in general. It is not possible to build a satisfactory public image for the company. The public should be informed about various products of the company and their uses; comparative advantages, price differentials, product, after sale services and changes must be communicated promptly. Qualitative communication ensure the promotion of a positive favourable atmosphere, develops friendly and confident feelings towards the company and its product.

Audio-visual, direct mail, sales promotion, advertisements, news bulletins, annual reports, posters, hoardings and pamphlets are few of the many media used to reach the public. Public information consists of:

(a) Preparing and distributing new releases concerning the company to        

      create public interest.

(b) Public meetings, press conferences between the company and ~
      representatives of the press, radio and television.

(c) To have a regular and prompt press information service and to
      answer enquiries from the press and radio.

(d) Releasing periodic advertisements in the mass media circulating
      throughout the country, and also in respect of certain commodities
      and information to customers directly.

(e) General public communication covers personalised mass mailings to
     the editors of newspaper, magazines, radio and television directors,

(f) Motion pictures are other important media for public communication
    which portrays the company's operations highlighting the economic
    advantages            of the company's area of operations.
    Mass media are the gateway of the company for communication with
    the public. The public relations department of the company is mainly
    responsible for promoting goodwill among the outside public.

3. Customer Relations

An effective system of communication should provide opportunities for customer information. The customer is the ultimate object whose satisfaction and goodwill are of the utmost importance for the success of an organisation. In carrying out the sales function of planning, the management must communicate with customers. There were times when the customer was not the central figure. But today the customer is the kingpin and sovereign of the market whose needs and satisfaction, and the winning of whose goodwill, is of prime importance in these days of competitive setup. These must be communicated promptly. It is the communication which establishes the contacts with the customers. Customercomn1unication helps to establish a relationship with customers who buy and are the sources of products. The media used for advertisements can also be used effectively to reach the customers. It is the responsibility of communication:

1. To prepare welcome letters, personally addressed, signed by the chief     executive officer to all old as well as new customers.

2. Customer information should include helpful and desirable information concerning prices, uses, after sale facilities etc.

3. Media like pamphlets and booklets printed in an attractive manner summarising the company's product etc., are the purpose of communication.

  

4. Enclosing handouts, progress reports to each bill or to each correspondence mailed to customers. This acts as a repetitive reminder to the customer about the company

5. Prompt response to all enquiries made by the customer promotes and builds confidence and goodwill. Effective written communication promotes a friendly understanding of company policies.

6. Preparing brochures and other informative folders directed to                       specific customer groups like fanners, small business, women, and other special users.

4. Government Relations

Communication with the government and its departments is another important dimension of external communication. Business communication with the government covers several dealings touching many government departments. A corporate enterprise has to communicate with the Registrar of Companies, Controller of Capital Issues, finance department, industrial department and labour department. The relations of a company with the government are many sided. Correspondence with the government may cover export-import matters, foreign exchange dealings, listening, registration, taxation matters also. A company has to file a number of documents to various departments of the government. Filing of annual returns and tax returns are regular activities.

     Business houses have to consider the national objectives as well as the national priorities of economic development as indicated in Five Year Plans and other policy statements and resolutions. There is always if routine communication between the government and business on several other matters like wage policy, foreign policy, industrial policy etc.

    Government communicates national objectives, priorities, achievements and programmes through the mass media like television, radio, film and ; through the print media like newspapers, magazines, Five Year Plans, budgets, annual reports, special economic survey reports, statistical bulletins, handbooks etc. A firm has to deal with all correspondence in which it is concerned and interested.

5. Dealer Relations

A communication network should not overlook the importance of dealer communication. The dealer is a trader who carries on the business I of buying and selling and other dealings. A dealer effects a substantial turnover involved in buying, selling, supplying or distributing goods directly or indirectly for cash or deferred payment or on commission. A dealer is an important party in external communications. The relation of the company with its dealers, like those of other outsiders, is said to be dealer communication. The quality of the product, the trading policy, practice, procedure and the image the dealers to promote are the fundamental factors which must

be given major consideration in the subject matter of communication. The method of communicating with the dealer will vary depending upon the nature of the product, distribution and media of communication. Communication with a dealer is quite different when the distribution is made through agents.

         Conferences and meetings with dealers are the usual media of oral communication. Written communication through letters is often the common method. Another medium of maintaining close contact with the dealers is by providing all the dealers with regular copies of an external house journal or news sheet. This carries relevant infonnation from the business house to the dealers, wholesalers, stockists, agents etc. The journal generally contains messages on display, promotions, uses, benefits, and comparative superiority of the product. It also covers all such matters calculate to improve the dealer's turnover, and as a consequence, mutual profits. Direct mail is also used to maintain direct contact with the dealers. The public relations officer of the company gives guidance and help to promote sales. He is a liaison between external parties and the company.

6. Inter-organisation Relations

No business organisation can exist in isolation without connections and dealings with other sister business organisations. Inter-corporate communication implies a process of information exchange between companies. A company of a particular industry may have links direct or indirect. Inter-corporate loans, inter-company investment, inter-locking directorship, inter-corporate dividends, inter-corporate holdings and inter-corporate transactions etc., are all

 examples of the existence of inter-corporate communications. Information exchange between companies may take place on many matters like cost, process of production, methods of production, new methods of production etc. It has been observed that a firm simply cannot exist or survive unless it is related with other firms in the industry. Inter-industry and intra-industry information exchange is necessary to make comparison and to run on smooth and competitive lines. Business houses undertake much inter-company communication to bridge the communication gap between the organisation and outside entities. Very often one notices that companies resort to inter- corporate and inter-institutional communication. Companies are also involved in information exchange to know the various sophisticated techniques adopted, the handling of production, appraising people about the organisation's march, social responsibilities discharged and getting their employees informed about the movement of employees in comparable organisations.

In present day competitive structures a firm is expected to catch up on the efficiency attained by competitors, and make efforts to reach and exceed them. Communication between the organisations on various functional performances highlights the points of strength and weakness in individual company performance. Inter-firm information exchange facilitates inter-firm comparison, which provides an objective and realistic measurement of comparable efficiency of the firms inter se. The inter-firm messages on operating performance, financial results, product cost structure, sales trend, market potential etc., in relation to firms of similar size, capacity, nature, industry or trade present a vivid picture of comparative strong points and weak points. The firms can

improve their activities accordingly. Firms thus supply information reports on their activities in the form of ratios, figures etc.

7. Complaints

Public relations firmly believe in openness and honest communication. Public complaints, suggestions and response constitute a complaint communication system. The public is any group of people which shares a common interest. An organisation with its effective communication talent has to establish and maintain mutual understanding between an organisation and its public. Complaints made by the public are to be attended to, and suggestions offered should be considered. A complaint is really a favour done to the company.

Correspondence with the company is a good means of communication, in particular, face- to-face conversation is still effective. Acknowledging a complaint and giving a decision without delay promotes goodwill. It is social responsibility of business as a form of activity to entertain and be responsive to complaints and suggestions. The social responsibility of a business entails obligations which a business owes to society. Communication sets in all spheres of enquiries, complaints and suggestions.

ESSENTIAL QUALITIES OF GOOD      PUBLIC RELATIONS

              Without reaching for the moon, tentative analysis of experience with a large number of public relations managers has indicated, in a general sense, the following as the basic qualities required in successful managers:

1. Mental ability:

                  A combination of planning sense, foresight, orderliness of mind and judgement, which will result in willingness to think straight, and in a thoroughness and promptness of decision.

2. Ability to see the other person's point of view, and to be as critical
of oneself as of others; this is the basis of the ability to work with other
people.

3. Integrity, in the sense of mental honesty.

4. A restrained self-confidence, coupled with initiative and      resourcefulness.

5. A balanced temperament particularly the absence of such traits as emotional instability, a sense of marked inferiority, forcefulness and

Self-centred outlook.

NEED FOR PUBLIC RELATIONS

The need for public relations is clearly explained n the points below –

1. Communication:

The means for communication have reached , technically ,almost a stage          of perfection. It is today financially possible for practically everybody–at         least    in         the       advanced nations- to receive information. The level of education of a wide circle of the      population is rising rapidly and this ensures a steady increase in the       capacity for receiving information which is guaranteed by the ‘constitution.’ Adequate       information is,          therefore, theoretically possible although it is by no means guaranteed in each individual case.

2. New Information Order:

Whether we are correctly informed is far more difficult to answer. Many books, many discussions in academies in radio and television in India and abroad, and countless lectures, not excluding those in ‘Information Society’ and ‘New Information Order’, as far as we are aware, a correct reply is yet to be received. The only answer, according to the philosopher Karl Jaspers given in 1963, is “we in the Free World have the chance to share the responsibility and find ways of receiving the best possible information.”

3. Information Load:

Also called message load or quantity, The sceptic will, of course, draw our attention to the flood of information to which we are all exposed today. The proper reply to this is that this flood is largely without direction and that it is incomplete or inaccurate. Information must be prepared. Essential information must be separated from trivial matter, and the interest of the receiver must be aroused in the right direction. In the organization that ignorance, the inability to appreciate or organization, superficial knowledge is extremely likely to result in dislikes, dissatisfaction and outright rejection with all their disastrous consequences. What we require is a fair means of information which eliminates existing or awakened suspicions, which builds up understanding, and creates confidence. This is what we call Public Relations.

4. Mutuality and Understanding:

                Going by the definition of public relations, the mutuality is based on       interaction     between             consideration for public opinion, and the need of the communicator or organization to inform
or establish contact. Understanding is created by providing insight into,      and reporting on all essential matters. Confidence is cultivated by bringing the aim of the organization into harmony with the public interest, thus winning and maintaining goodwill among the general public.

                From all these facts, it is clear what the purpose of this ‘Activity in, for, and with. The public' is : To act and not to react; to create an atmosphere of confidence by an active information policy, the passive part of which consists in answering queries ; to inform the public and exert influence towards the inside as a form of corporate and social counter control to establish direct or indirect connections with the public, to fulfill a kind of interpreters’s function towards the public and to control communicative reaction.

PUBLIC RELATIONS TOOLS

1)    Advertising

Advertising is publicity but not all publicity is advertising. It is the business of selling goods, services and ideas by inducing people to want them. It is drawing attention of public by big public announcement t o a commodity or service with the aim of selling it.

Advertising may also be defined as the purchase of space in the press, or time over the radio and television to promote the sale of products or ideas, and to build up the corporate image of an institution. Advertising is one of the forces of modernisation and cuts across Ideologies. Any advertising campaign should contain in it the broad ingredent of public interest.

  The specific categories of public interest advertising are:

·        Corporate Advertising

·        Public Relations Advertising and

·        Public Service Advertising

·        Corporate Advertising

It explains the continuing research, engineering and management efforts a company makes to improve its products or services. It can be called the voice of management speaking not only to customers, but also to investors, suppliers, distributors, employees -present and potential – and leaders of public opinion.

·        Public Relations Advertising

It discusses the problems, policies, social philosophy, or economic
goals of a company or industry, illuminates some aspect of the Nation's
scene; discusses the basic principles of its enterprise, notably with respect to foreign collaboration for the reader to shed light on the economy or the society in which he lives.

·        Public Service Advertising

It is designed to promote voluntary individual actions to solve national problems such as better roads, prevention of floods, better health care, family planning and rehabilitation of the handicapped. Also encouraging cultural activities, tourism, secularism, buying of Unit Trust Certificates, voting in national elections, reducing prejudices, and other worthwhile causes.

2)    Publicity

Publicity is the technique of 'telling the story' of any organisation or cause. It is the umbrella term which in its meaning covers all the
techniques employed to get a story across to the public. It is weapon of
war, an instrument of sales, a tool of politics. Basically publicity is news. It has to be news, that is, be of interest to be carried. Publicity includes advertising because advertising, like publicity, tells the story. But in general usage, publicity is used to describe those expressions where the medium is not paid for; whereas advertising consists of paying for the medium to get the story told.

3)    Advertising vis-a-vis Publicity

If public relations may be broadly considered, as it is by many, as the act of right living, or 'being a good citizen', publicity is the act of telling the world about right living or good citizenship.

               The role of public relations is to make a light worth projecting. The art of publicity is the act of projecting the light.

4)    Propaganda

               Propaganda describes the political.

 

 

 

 

 

 

 

 

 

 

PUBLIC RELATIONS /COMMUNICATIONS

The mission of State Farm’s Public Affairs Department is to manage relationships and create, develop, and communicate messages in ways that advance State Farm's brand and reputation and help drive business results. The department is comprised of the following five areas:

1.     Business Technology Services

The technical support needs of the Public Affairs Department are handled by the Business Technology Services unit. The team helps with hardware and software acquisition, installation and support for Corporate Public Affairs, and assists Zone Public Affairs departments with workstation application reporting and tracking. 

2.     Community Alliances

Through the products and services we offer, and through our involvement in and commitment to the communities where we live and do business, we are a good neighbor, in words and in deeds. The focus of Community Alliances is to help create a healthy business environment through relationships that build stronger, safer, and better-educated communities.

3.     Media Relations

The goal of the Media Relations team is to tell the State Farm story, so policyholders and the public understand our business and the value of our brand. We pride ourselves on building relationships with members of the media, so we can provide timely news and information about State Farm and the insurance industry.

 

4.     PR/Marketing

The PR/Marketing arm of Public Affairs works closely with Media Relations, Community Alliances, and the Marketing Department to secure positive earned media for State Farm. We help build the State Farm brand and drive sales by getting media interested in the many positive things we do.  

5.     Strategic Communications

This area of Public Affairs provides communication consulting, strategy, online and print communications, as well as speech support. Through collaboration with other communication efforts throughout the Company, Strategic Communications informs, educates, and motivates employees and agents.

6.     Public Affairs Representatives

In addition to the Public Affairs Department at Corporate Headquarters, we have Public Affairs practitioners in many State Farm offices around the country. A Public Affairs practitioner typically provides assistance with local public relations efforts and may also have responsibility for project and program implementation in one or more of these areas: Public Policy, Community Relations/Education and Safety, and Media Relations/Communications.

 

 

 

 

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Justin Harrison announces the launch of his virtual internet mentorship program. This program will replace the blog that Justin has maintained for the past four years and will cost a small fee, which

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Fax To Email Service In The UK Set For Massive Growth

As more traveling employees and their employers become of the service and its value, the number of clients is steadily growing.

by Andrew Karvert On August 19,2010 | Technology

 

 

Car Insurance Growing Amongst Single Females

The number of single females in South Africa who purchase car insurance is growing according to information from Car Insurance SA.

by Susan Smith On August 19,2010 | Insurance

Debt Consolidation Options Limited In South Africa

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by Susan Smith On August 20,2010 | Finance

SEO Rankings Becomes South Africa's Primary SEO Service Provider

SEO Rankings has grown to become the primary supplier of SEO services for South African Website owners.

by Susan Smith On August 20,2010 | Marketing

Best UK Flights Adds Car Hire Comparison Feature

Best UK Flights has added a utility that allows travelers to compare not only the prices of flights, but now the prices of car hire at their destination.

by Susan Smith On August 20,2010 | Travel

CompareInsuranceQuotes.co.za Remains Upbeat About 2010

Compare Insurance Quotes is upbeat about 2010 due to the growing number of individuals beginning to use the internet as a means of obtaining and comparing insurance rates.

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South African House Prices Continue To Grow

Home Loans South Africa, a bond originator that helps home buyers secure favorable loan terms on their mortgage loans.

by Susan Smith On August 20,2010 | Finance

 

 

Insurance South Africa Committed To Educating Clients

Insurance South Africa is committed to educating its customers about insurance coverage, how to find the best rates.

by Susan Smith On August 20,2010 | Insurance

SA Flights Dominates Local Flight Search Market

The new leader in South African flight searches is SAA Flights. More people are using this portal than any other to compare routes.

by Susan Smith On August 20,2010 | Travel

Website Offers Free Psychic Readings

Individuals interested in obtaining free psychic readings to guide them in making the major decisions in their lives may obtain a free psychic reading online by visiting Best Free Psychic Readings.

by Susan Smith On August 20,2010 | Education

Bond Credit Continues To Educate On Home Loans

Bond Credit, South Africa's leading bond originator, continues to educate consumers on home loans. In addition, this firm helps consumers secure the most favorable home loan terms available.

by Susan Smith On August 20,2010 | Finance

 

 

 

 

 

 

 

 

 

PUBLIC RELATIONS RESUME TIPS

By Kim Isaacs, Monster Resume Expert Perhaps you're like many of your colleagues in the PR field -- you excel when creating targeted communications for your employers or clients but struggle when it comes to writing about yourself on a resume. To help with this dilemma, PR resume experts offer insights on how to make your resume shine. (For more guidance, see our sample resume for a public relations manager.)

Summarize Your PR Strengths

"Professional summaries are good to include right up front," says Tina Carroll Dugas, senior associate with Bloom, Gross & Associates, a Chicago-based search firm specializing in PR professionals. Dugas likes this section of the resume to include a brief statement about your industry focus and experience emphasis.

"The more focused the resume is, the more it will fit the needs of the employer," adds Vivian VanLier, a resume writer for Advantage Resume and Career Services. VanLier explains that job seekers often make the mistake of using one resume for a variety of positions. They fail to realize that the more focused their resume is toward a specific position, the stronger their candidacy will be.

VanLier recommends following the summary with a list of core competencies or areas of expertise, which enables the reader to quickly gather relevant information about the applicant. Examples of PR skills, which are also important industry keywords, include press kits, account management, editing, presentations, press releases, EPKs (electronic press kits), media relations, public speaking and event coordination. The actual skills you select should reflect your skill level and your target job's requirements.

Emphasize Accomplishments on Your Resume

VanLier frequently sees PR resumes that focus too much on job responsibilities. "It's important for PR candidates -- like all other job candidates -- to understand that prospective employers hire results, not responsibilities," she says.

Karen Shnek Lippman, who oversees PR and corporate communications recruitment for Howard-Sloan-Koller Group, agrees that the inclusion of relevant accomplishments on a PR resume is critical. She states that your resume should answer questions such as: "What did you do for your clients? Did you help achieve goals? Did you win any awards? Did you receive an inordinate amount of 'hits' for your clients?"

Quantify your achievements with percentages, dollar amounts or other key measures wherever possible. "Numbers count," says Lippman. Showing your business savvy and demonstrating that you have a naturally strategic orientation only increases your value and potential to be taken seriously for a job.

Highlight Public Relations Industry Experience 

Lippman advises PR pros with agency experience to name the clients they've represented. "Recruiters need to know what businesses and industries a candidate has worked in -- not just the name of the PR agency," she explains.

"If you have extensive experience working with blogs, I want to see that on your resume," she advises. "Alternatively, if we're looking for an internal communications professional or someone with more consumer marketing in his/her background, I need to see that communicated."

Be Cautious If Using Gimmicks on Your Resume

Should you use PR-related gimmicks, such as formatting your resume as a press release, to get noticed? Dugas says it depends. "Photos and Web sites, for example, can be attention getters -- positively and negatively. Always consider the recipient of the resume and information. If the company targeted is conservative and traditional, keep your delivery the same. If the company is more creative, entrepreneurial or boutique, the added touch could be the key to opening a door."

Select the Appropriate Resume Length

While there is no best resume length that works for all job seekers, the resume should be concise but filled with accomplishments. "Candidates with three, possibly up to five years of professional experience should be able to keep the resume to one page, editing down internships and summer jobs while in school," says Dugas. "Otherwise, the old rule of thumb to keep resumes to only a page no longer applies -- as long as you have real meat on your resume."

Lippman adds, "If you have been working in a career for 10 years plus, I would rather see two pages and really get a sense of what you have accomplished throughout your career, rather than read a one-page piece of paper that tells me nothing."

Create a PR Resume that Represents You

"Consider that your resume is your voice and can speak volumes on your behalf," Dugas concludes. "Keep it clean. Make it easy to follow and accurate. Focus on significant successes."

Lippman adds: "Be yourself. Do not try to pad your resume with experience that is clearly not there. Rather, emphasize effectively the good work and experience that is there. Try to convey who you are as a person and a professional to the best of your abilities."

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

How to Start a Public Relations Agency

Public relations is one of the most fiercely competitive markets in the business world. Starting a PR agency is not for the faint-hearted and requires careful planning and resources. This dynamic and fast-paced industry can make or break you, so being determined and prepared are the best defenses.

Difficulty: Moderately Challenging

 

Instructions

 

   Things You'll Need:

·        Comprehensive business plan

·        Financial resources or backing

1.      Get the experience: Trying to start an agency without enough experience in the industry would be admitting defeat from the beginning. Entrepreneurs that have inside knowledge are going to be more successful than others are. Armed with agency experience and a degree or MBA will leave you better prepared.

2.      Research the market: Ensure that they are enough potential clients in the area and if possible find your direct competition, so you know who to target and avoid. Make an in-depth business plan that illustrates long-term goals and growth projections as well as short-term startup planning. A business plan like this will not only be useful for impressing possible investors but also will be a guideline for you to keep on track.

3.      Find the funding: Starting any business will require a lot of out of pocket expenses and it may take some time to turn a reasonable profit. Secure loans from banks for startup capital and look into small business grants. A partner (sometimes silent) is another possibility, as is a group of investors and your own agency earnings.

4.      Network: Public relations possibly more than any other type of business relies on contacts. Call in any favors owed to you by others in the business about clients and openings. Although not always ethically sound, research the possibility of recruiting previous clients and companies that you have worked well within the past.

5.      Advertise: A lot of business opportunities are generated by networking and word of mouth so get out there and talk yourself up. Generate free publicity by non-profit partnerships, sponsored events and community service drives. Local exposure using area broadcasts and radio will also be a cheaper option.

 

 

 

 

 

 

PUBLIC RELATIONS: WHAT WILL

HAPPEN IN 2011

                                

                                

                                The past few years have turned PR on its head. As media consumption has shifted almost entirely to the Internet, many print publications have struggled to adjust their editorial approaches to accommodate and PR practitioners have had to adjust accordingly. On top of that, the social revolution completely changed PR job descriptions. Our social networks have taken on the role of news editors. Instead of going directly to websites to scan for news, we frequently only see bite-sized news headlines that have been posted or retweeted by our trusted sources. Instead of going directly to a site, readers now rely on personalized news aggregators such as Google Reader, or getting the scoop on what's trending from sites such as Tweetbeat. To add even more complication to the changing landscape that we now deal with in PR, mobile devices are sparking another big shift in media infrastructure, with tablets set to become the centerpiece of media strategies for top print publications such as The New York Times, The Wall Street Journal and USA Today.
In light of these evolving dynamics, what should PR practitioners be thinking about as they're building plans for 2011? Here are three trends to watch in the coming year.

1. Publicity now has two sources: the original news source and the person that shared it with the rest of the world Gone are the days of getting your client published in The Wall Street Journal and thinking your job was done. Now, the credibility and influence of the person tweeting that coverage is just as important as the credibility and influence of the publication that printed it. Smart PR pros will take a good, long look at the key industry influencers in social media for each of their clients and begin developing fruitful relationships. In addition, you'll want to take a look at your headlines and subject lines. Are they under 140 characters? They need to be. Making your information easily accessible and reusable for social media influencers and traditional journalists is going to be the fine line you walk this year. If you haven't been practicing your PR tightrope walk, you'll need to catch up.

2. Journalists' increased need for "exclusives"

                            Publications aren't looking at readership anymore, they are looking at hits, and the best way to get more hits is to offer something no other online outlet can. Major stories spread to thousands of websites and millions of social media feeds within minutes so journalists and publications are looking for ways to tailor their big news stories to a unique audience to garner additional traffic and they'll be looking to PR pros to help. When sending out releases, pitching is going to be key. You can't just rely on the wire service anymore. Tailoring the release and pointing out a unique angle to specific journalists is going to be critical to securing quality coverage.

3. Increased focus on multimedia

                           This has been going on for years now but many PR pros just aren't listening. Along with exclusives, a big point of differentiation for publications will be the use of slideshows and video to complement their print and online stories. Where appropriate, PR professionals should begin to build ideas for working different media formats into their pitches to let reporters choose how they want to report the news, as well as to give their readers a choice on how they want to consume it. In the end, that's what the digital world has truly given consumers when it comes to consumer media - a choice. And PR pros need to do the same. M/C/C is a full service Dallas public relations, advertising, and social media firm. For more detailed information, please visit their website.

 

 

 

 

 

 

 

 

 

 

Case Study

Public Relations Drives Support for Competitive Pricing of Auto Insurance Rates

Overview

In 2008, auto insurers in Georgia – including Allstate Insurance and the Independent Insurance Agents of Georgia, Inc. – supported Senate Bill 276 which provided additional coverage to drivers hit by “low” or uninsured motorists and enabled competitive forces to set rates, instead of government control. By removing a cumbersome layer of government bureaucracy, this legislation was intended to allow a competitive marketplace to set auto insurance rates instead of requiring “prior approval” from state regulators, a process that took up to six months.

Objectives

Cookerly Public relations was charged with assisting the industry’s development and execution of a communications program to support passage of SB 276 by educating legislators, key opinion leaders and the public about consumer benefits of the bill and correcting misperceptions.

Strategy and Tactics

The agency developed a multi-pronged strategy that included: research and in-house focus groups to test perceptions and messages; credible message development; educational fact sheets for legislators; outreach (press materials) with statewide media.

To correct misinformation, messages and materials incorporated strong data/results from “free market” programs in 22 states and endorsements from experts at Georgia State University and consumer advocates.

Following overwhelming passage of Bill 276, the agency worked with the industry to counter a backlash of opposition from the office of the insurance commissioner prior to the bill being signed into law by the governor. The agency monitored all media coverage to review and analyze messages and recommend swift action to counter incorrect information.

The agency provided press materials and statements as needed, worked with media to run op-ed pieces and provided media training for spokespersons interviewed by print and broadcast reporters.

Results

An effective communications campaign aided in overwhelming passage of SB 276 by the Georgia legislature. Cool heads and clear messages that corrected inaccuracies prevailed during a period of backlash from the office of the insurance commissioner. Governor Purdue signed the bill into law on May 14, 2008. The industry is taking steps to assure smooth and seamless implementation of the bill and will monitor auto rates carefully.

 

CONCLUSION

Many people perceive public relations as quite less than respectable — as clever strategies to convince the public that something wrong is right. Some see public relations professionals as manipulators of the public mind, rather than conveyors of truth.

Of course it is possible to use public relations skills to advance less than noble causes. All too often, we know that bad people and bad causes are advanced through the adept use of public relations. Therefore it is vital that good people with good intentions also master effective public relations skills.

Remember, too, that public relations is a two way street: not only must you present your organization to the public, but you must also present the public back to your organization and colleagues. Help them understand how the public perceives their actions.

The public relations professional is often the conscience of a company or campaign. It’s not always a popular spot to be in, but it’s an important job. If done well, your PR work should serve both your organization and the news media, and also be a valuable contribution to the greater public good.