A continuing feature of your work will be leaflets, brochures, labels, press handouts, packs, information sheets, posters, special articles, features and advertisements.
It is better to have too much information rather than too little in a democratic, consumerist society. But the information you produce should be honest, as factual as possible, and serve some useful purpose besides just puffing up your client's ego. When you look at the dazzling display of art work and fine printing done in so much consumer literature today, you will get some idea of the high standards required in public relations.
In addition to publications, there are written words for films, video tapes, sound recordings, and for information used in broadcasting. Even if you work in a large consultancy of the future where a media department controls the production, you will still probably have to write.
Courses and examinations
The Communication Advertising and Marketing Education Foundation (CAM) is an examining body and examination system for both a certificate and a diploma in communications. There are CAM guided studies and colleges through which these may be obtained. The certificate is also available by correspondence study.
Write to CAM at Afford House, 15 Wilton Road, and London SW1 for a list of colleges offering courses. CAM has regional co ordination officers in Aberdeen, Leeds, Birmingham, Liverpool, Bristol, Manchester, Newcastle, Edinburgh, Glasgow and Northern Ireland whose aims are to: encourage local educational establishments to run CAM courses; liaise with employers and potential students to ensure that more people enter for courses and take the CAM examinations; help students in every way possible, eg. by advising on guided studies.
Corporate Identity and awareness
Definition of corporate identity, culture, positioning and reputation influencing factors Identification of public and measurement of opinions, attitudes and motives. Formulating a corporate identity programme. The projection of a corporate identity. The integration of all aspects of PR activity to achieve this end and to enhance long term awareness among its key public of a company's aims and achievements foster favorable attitudes and minimize unfavorable actions due to lack of information.
Government relations
- Understanding the legislative processes in Westminster and Whitehall, the role of parliament including government and opposition parties and the system by which laws are made; appreciating the responsibilities of the EEC Commission, the European Parliament and the administrative bodies; responsibility for the development of EEC directives and transnational law.
- Establishing and maintaining relationships with relevant individuals and officials within these organizations.
- Monitoring the development of legislation and undertaking the presentation of the case relevant to proposed parliamentary actions that affect the business activity.
- The role of trade associations, professional bodies, business organizations and pressure groups in parliamentary relations.
- Local Communities
- The importance of the local populace, and especially key sub groups, being kept aware of the company's attitudes and policies.
- Local communities as employees, customers, neighbors past and present. Involvement in local activities, on a personal and corporate level, as an aspect of corporate PR
Question
You are the public Affairs Director of a charity, which deals with the adoption and fostering of children. Your charity is having problems finding homes, particularly for black and handicapped children. Give details of a PR programme that might be run to address the problem.
Question
At a launch of a new diagnostic technique the Chief Executive of a hi tech company in the medical field seeks your advice on two public relations programs:
- Aimed at his own company's staff 230 of them at two factories 65 miles apart and at an R & D facility with 38 senior staff.
- Selected senior and middle management and staff of their parent company who will be needed to manufacture vital components for the new equipment and also to support efforts to raise new finance for further research and development.
Question
You are the Public Relations Manager for a bus company which runs continental tours from Britain to destinations in Europe. In the past few months your vehicles have been involved in a number of accidents and one person has been killed. It has been alleged that the accidents have occurred because your drivers have been working over the legal limit and that your vehicles have not been serviced.
- How would you counter these allegations?
- How would you attract the tourists back to your bus holidays?
