Chap 18 MarCom Questions
Questions Chapter 19 PUBLIC RELATIONS
Define public relations and set out its principal characteristics
PR = tool, manner and style with which an organization interact with its major publics
‘Public Relations is the art and social science of analysing trends, predicting their consequences, counselling organisations’ leadership and implementing planned programmes of action which will serve both the organisation’s and the public interest’ (Public Relations Educational Trust, 1991)
The main characteristics of public relations are that it represents a very cost-effective means of carrying messages with a high degree of credibility. However, the degree of control that management is able to exert over the transmission of messages can be limited.
Using an organization of your choice, identify the main stakeholders and comment on why it is important to communication with each of them
More about the stakeholders: http://www.healthknowledge.org.uk/public-health-textbook/organisation-management/5b-understanding-ofs/managing-internal-external-stakeholders
MacDonald’s:
The "McDonald's System" differs from the traditional view of monocentric and hierarchical organization. It is based on the permanent link several types of stakeholders that build the business and the future of the company. The first three pillars of this system are: McDonald's France, the community of franchisees * and all suppliers, which make up a community in its own right, without being legally constituted.
Communication en engagements with the stakeholders:
Long-term commitments with the franchisees (20 years)
Develop new social and environmental practices, integrating the heart of its governance a fourth type of player: external stakeholders (government, local authorities, associations, schools, research centres, etc.).
The "value" used by a company allows profit to its shareholders.
Be a lever for change in society, particularly by changing agricultural practices of its
Define public relations and set out its principal characteristics
PR = tool, manner and style with which an organization interact with its major publics
‘Public Relations is the art and social science of analysing trends, predicting their consequences, counselling organisations’ leadership and implementing planned programmes of action which will serve both the organisation’s and the public interest’ (Public Relations Educational Trust, 1991)
The main characteristics of public relations are that it represents a very cost-effective means of carrying messages with a high degree of credibility. However, the degree of control that management is able to exert over the transmission of messages can be limited.
Using an organization of your choice, identify the main stakeholders and comment on why it is important to communication with each of them
More about the stakeholders: http://www.healthknowledge.org.uk/public-health-textbook/organisation-management/5b-understanding-ofs/managing-internal-external-stakeholders
MacDonald’s:
The "McDonald's System" differs from the traditional view of monocentric and hierarchical organization. It is based on the permanent link several types of stakeholders that build the business and the future of the company. The first three pillars of this system are: McDonald's France, the community of franchisees * and all suppliers, which make up a community in its own right, without being legally constituted.
Communication en engagements with the stakeholders:
Long-term commitments with the franchisees (20 years)
Develop new social and environmental practices, integrating the heart of its governance a fourth type of player: external stakeholders (government, local authorities, associations, schools, research centres, etc.).
The "value" used by a company allows profit to its shareholders.
Be a lever for change in society, particularly by changing agricultural practices of its