JOUR 250 Chapter Notes - Chapter 17: Branded Content, High Visibility, Viral Marketing
Document Summary
Corporate social responsibility (csr) - improving the reputation and citizenship of the organization. Make trust a fundamental rule of corporate governance. Pr professionals must make sure that business reporters are briefed on business operations for accurate coverage. Customer service is, in many respects, the front line of pr. Many pr departments now regularly monitor customer feedback to determine what policies & communication strategies need to be revised. Work with groups who are more interested in solutions than publicity. When you"re not open, activists don"t want to deal with you. Get emotional when dealing with advocacy groups. Agree to work with anyone making threats. Working with adversaries takes patience - establishing trust takes time. Boycott - a refusal to buy the products or services of an offending company. Company info about benefits should be written in plain english (not legalese) Sexual harassment policies must be clearly explained + workshops. Pr department used to ensure employee understanding and support.
