ΠΕΡΙΛΗΨΗ
ΓΙΑΤΙ ΔΗΜΟΣΙΕΣ ΣΧΕΣΕΙΣ;
ΟΙ ΟΡΙΣΜΟΙ ΔΗΜΟΣΙΩΝ ΣΧΕΣΕΩΝ
Η ΙΣΤΟΡΙΚΗ ΕΞΕΛΙΞΗ ΤΩΝ ΔΗΜΟΣΙΩΝ ΣΧΕΣΕΩΝ
Πως άρχισαν όλα
Αποκάλυψη πληροφοριών, διατήρηση της εμπιστοσύνης, σύγκρουση συμφερόντων και ανάπτυξη του επαγγέλματος) (www.wikipedia.prg/wiki/Publicrelations). Βασικός σκοπός ενός τέτοιου προγράμματος είναι η προώθηση χαρακτηριστικών όπως η κοινωνική ευαισθησία και το ανθρώπινο ενδιαφέρον (www.opentec.gr/Eppokratis/GreekVersion/Xorigies.htm). www.specialeditions.maretingweek.gr/publicrelations/index.asp). www.wikipedia.org/wiki/Crisismanagement). www.wpp.com/WPP/Marketing/ReportsStudies/Crisis+Management.htm). Χάρη στον επιδέξιο χειρισμό της κατάστασης από την Johnson & Johnson, η Tylenol όχι μόνο επέζησε, αλλά ανέκτησε την ηγετική θέση στην αγορά, παρέχοντας ένα σχολικό παράδειγμα διαχείρισης κρίσεων.
If the Tylenol poisonings were happening today, the principles that guided Johnson & Johnson 25 years ago would be sufficient. Johnson & Johnson's first principle in 1982 was to make public health and safety their top priority. Johnson issued a nationwide recall on all Tylenol capsules, withdrawing 3.1 million bottles, costing the company $100 million.
Not only were company spokespeople available to the news media, but the company wrote letters to doctors and set up a toll-free consumer hotline. The move cost Johnson & Johnson dearly in the short term, but as the Snow brand collapse shows, there is no free way out of a crisis.
Ελληνικά Πραγματικότητα
Η ΕΠΙΚΟΙΝΩΝΙΑ
Γενικά
Η Σημασία του Μηνύματος
Johnson's response to the Tylenol poisonings in 1982 is widely regarded, even today, as a model response to crisis. Because the company did not know whether the tampering occurred before or after the product left the factory, the company recalled all 4.7 million capsules from the affected lot. Within a week, the recall was extended when, to avoid the possibility of copycat crimes, Johnson &.
In the earliest stages of the crisis, they had no real facts to share, but made company spokespeople available to the media. Contrast this with the response from Snow Brand in Japan in 2000, where nearly 15,000 people contracted food poisoning after consuming dairy products made by the company. When the company eventually had to admit that it had underestimated the extent of the contamination, it faced negative publicity and threats of criminal charges, leading to the temporary closure of 2 1 production facilities.
The Japanese tradition of relying on non-confrontational face-saving responses certainly contributed to Snow Brands' reticence in the face of their pollution crisis. Johnson & Johnson, on the other hand, operated in an environment with well-developed PR channels, and management made the decision to use those channels to share their story. The honest and forthright manner in which the company responded to the situation is believed to have protected the brand from further damage and paved the way for its recovery.
Consumers thus had no reason to believe that the company could be trusted to remedy the situation. As market share fell by a third (from 45 percent to about 30 percent), the reduction in future revenue forced the company to close factories and lay off employees. Not only were all capsules recalled nationwide, but Johnson & Johnson offered to replace any Tylenol product discarded during the crisis without proof of purchase required.
Even companies that do the right thing in a crisis end up facing legal action. In 1996, when contaminated apple juice bottled by Odwalla killed one young child and sickened dozens of others, the company recalled the product, expressed regret, promised to cover all medical costs, and then restructured the entire manufacturing process. While these actions likely saved the company, Odwalla still faced numerous personal injury lawsuits that are expected to cost the company tens of millions of dollars.
If the company had not acted as it did, with openness and honesty, future equity-driven sales would have been significantly reduced. Sony, on the other hand, remained on the sidelines until Apple announced its withdrawal later in the year. For many consumer packaged goods, most sales result from the appeal of the brand name, rather than the qualities inherent in the product or the company's business processes.
Identify and engage influential members of the blogging community in advance, just as you would with traditional media.
Η Κατανόηση των εννοιών
Η Διαδικασία της Επικοινωνίας
Η Σημασία της Επικοινωνίας Διπλής Κατεύθυνσης
Τα Εμπόδια στην Αποτελεσματικότητα της Επιχειρησιακής Επικοινωνίας
Τα 10 Θανάσιμα ατοπήματα της Επικοινωνίας
ΟΙ ΔΗΜΟΣΙΕΣ ΣΧΕΣΕΙΣ ΣΕ ΣΧΕΣΗ ΜΕ ΤΑ ΑΛΛΑ ΜΕΣΑ ΕΠΙΚΟΙΝΩΝΙΑΣ
Οι Δημόσιες Σχέσεις και η Προπαγάνδα
Οι Δημόσιες Σχέσεις και η Δημοσιογραφία
Οι Δημόσιες Σχέσεις και οι Πωλήσεις
Οι Δημόσιες Σχέσεις και η Διαφήμιση
ΤΑ ΜΕΣΑ ΤΩΝ ΔΗΜΟΣΙΩΝ ΣΧΕΣΕΩΝ
Έντυπα Μέσα
Προφορικά Μέσα
Οπτικοακουστικά Μέσα
Διάφορες Εκδηλώσεις
ΟΙ ΣΧΕΣΕΙΣ ΜΕ ΤΑ MEDIA
ΤΑ ΤΜΗΜΑΤΑ ΤΩΝ ΔΗΜΟΣΙΩΝ ΣΧΕΣΕΩΝ
Γενικά
Το Μέγεθος του Τμήματος
Το Προσωπικό του Τμήματος
Ο Υπεύθυνος Δημοσίων Σχέσεων
Οι Δραστηριότητες του Τμήματος Δημοσίων Σχέσεων
ΟΙ ΣΥΜΒΟΥΛΟΙ ΔΗΜΟΣΙΩΝ ΣΧΕΣΕΩΝ
Γενικά
Οι Αμοιβές των εταιρειών Συμβούλων Δημοσίων Σχέσεων
Τα Πλεονεκτήματα των εταιρειών Συμβούλων Δημοσίων Σχέσεων
Τα Μειονεκτήματα των εταιρειών Συμβούλων Δημοσίων Σχέσεων
ΠΛΑΝΟ ΔΗΜΟΣΙΩΝ ΣΧΕΣΕΩΝ
ΧΟΡΗΓΙΕΣ
Οφέλη και λόγοι Χορηγίας
Τα Είδη των Χορηγιών
Πρακτικές πλευρές Χορηγίας
Κόστος της Χορηγίας
Χορηγικός Δωδεκάλογος
ΤΑ ΟΡΙΑ ΤΩΝ ΔΗΜΟΣΙΩΝ ΣΧΕΣΕΩΝ (ΔΕΟΝΤΟΛΟΓΙΑ)
ΟΙΚΟΝΟΜΙΚΑ ΟΡΙΑ
ΝΟΜΙΚΑ ΟΡΙΑ
ΛΑΝΘΑΣΜΕΝΗ ΔΙΑΦΗΜΙΣΗ
ΤΑ ΟΡΙΑ ΤΩΝ ΔΗΜΟΣΙΩΝ ΣΧΕΣΕΩΝ
Η ΚΟΙΝΗ ΓΝΩΜΗ
ΔΙΑΧΕΙΡΗΣΗ ΚΡΙΣΕΩΝ
Η ΚΟΙΝΩΝΙΚΗ ΕΥΘΥΝΗ ΤΩΝ ΕΤΑΙΡΙΩΝ
ΟΙ ΔΙΕΘΝΕΙΣ ΔΗΜΟΣΙΕΣ ΣΧΕΣΕΙΣ
Γλώσσα και Κουλτούρα
Ο Προφορικός Λόγος
When early news came out that Tylenol might be linked to the deaths in the Chicago area, they didn't try to deny the connection, but instead pledged to work with law enforcement on the investigation. Rather than confront the problem, which was traced to bacteria on a production line at a factory, Snow Brand initially downplayed the incident and limited the scope of its product recall. According to the Associated Press, the fallout from the initial contamination cost over $900 million, but that was just the beginning.
However, if companies refrain from commenting even after the reality of a negative situation is clear, this is likely due to the ever-increasing threat of litigation. If senior management is unfamiliar with the new communication power of the Internet and consumer-generated media, they may underestimate the speed at which bad news can spread. Traditional media viewed the recall in a positive light, but many comments in blogs and other online forums were negative.
What's ironic is that stories of exploding laptops have been circulating in the press and online since 2003. Dell was just one of the brands affected, and the batteries in question were actually manufactured by Sony. Their independent and thoughtful communication will be as valuable as that of the traditional media when it comes to allaying consumer fears and frustrations.
Γραπτός Λόγος
Κανάλια Επικοινωνίας
Ενέργειες Δημοσίων Σχέσεων
ΟΙ ΔΗΜΟΣΙΕΣ ΣΧΕΣΕΙΣ ΣΕ ΜΗ ΚΕΡΔΟΣΚΟΠΙΚΟΥΣ ΟΡΓΑΝΙΣΜΟΥΣ
ΟΙ ΔΗΜΟΣΙΕΣ ΣΧΕΣΕΙΣ ΚΑΙ ΤΟ ΔΙΑΔΙΚΤΥΟ
ΟΙ ΔΗΜΟΣΙΕΣ ΣΧΕΣΕΙΣ ΣΕ ΤΡΑΠΕΖΙΚΟΥΣ ΟΡΓΑΝΙΣΜΟΥΣ
Προσωπική Πώληση
Προώθηση των Πωλήσεων
Διαφήμιση
Δημοσιότητα
Δημόσιες Σχέσεις
ΕΤΑΙΡΙΚΟ ΠΡΟΦΙΛ ΕΘΝΙΚΗΣ ΤΡΑΠΕΖΑΣ ΤΗΣ ΕΛΛΑΔΟΣ
ΟΙ ΔΗΜΟΣΙΕΣ ΣΧΕΣΕΙΣ ΣΕ ΜΙΑ ΒΙΟΜΗΧΑΝΙΑ
ΕΤΑΙΡΙΚΟ ΠΡΟΦΙΛ ΔΡΟΜΕΑΣ
Ο ΤΟΥΡΙΣΜΟΣ ΚΑΙ ΟΙ ΔΗΜΟΣΙΕΣ ΣΧΕΣΕΙΣ
ΕΤΑΙΡΙΚΟ ΠΡΟΦΙΛ ΞΕΝΟΔΟΧΕΙΟΥ ΚΑΨΗΣ
ΤΟ ΜΕΛΛΟΝ ΤΩΝ ΔΗΜΟΣΙΩΝ ΣΧΕΣΕΩΝ
ΣΥΜΠΕΡΑΣΜΑΤΑ
ΒΙΒΛΙΟΓΡΑΦΙΑ
- Ερωτηματολόγιο προς τον κ. Τσαγκαλίδη της εταιρείας ΔΡΟΜΕΑΣ
- Ερωτηματολόγιο προς την κ. Ειρήνη Παπακώστα, Υπεύθ. Δημοσίων Σχέσεων
- Ερωτηματολόγιο προς τον κ. Σταύρο Παπακωνσταντινίδη, Υπεύθ. Δημοσίων
- Απόσπασμα από το βιβλίο του Larry King «Τα μυστικά της σωστής Επικοινωνίας»,
- Case Study για την διαχείριση κρίσεων, της εταιρείας Tynetol
Then seven people in suburban Chicago died after taking Extra-Strength Tylenol capsules laced with cyanide, and many experts, including advertising man Jerry Della Femina, predicted the demise of the brand. As the nature of the problem became clear, they implemented the product recalls and promised that Tylenol capsules would remain off the market until procedures could be put in place to make the packaging more tamper-resistant. So it would take a courageous CEO to call for a recall on the scale of Tylenol's.
But when Dell, the world's largest computer maker, announced its biggest consumer electronics recall ever, it drew the spotlight squarely on itself. Dell should have better managed the distribution of the story through social media to ensure their message is heard firsthand. For example, Millward Brown Optimor calculates that between 65 and 80 percent of sales in the bottled beer category come from the emotional connections beer drinkers have with their brands.
