pr rotary - dr. ahmed taher

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Strategic Business Planning / Marketing Consultancy / Customized, Ongoing & Retailing Research

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Page 1: PR Rotary - Dr. Ahmed Taher

Strategic Business Planning / Marketing Consultancy / Customized, Ongoing & Retailing Research

Page 2: PR Rotary - Dr. Ahmed Taher

Effective Public Relations

Dr. Ahmed TaherChairman

Solutions Consulting

Page 3: PR Rotary - Dr. Ahmed Taher

▲ Dr. Taher has taught marketing at The University of Georgia and The American University in Cairo since 1991, and won the excellence in teaching Award from the University of Georgia in 1995, and from the AUC in 2005/2006.

▲ He taught many undergraduate courses including Marketing Research, Consumer Behavior, Advertising and Promotion Management, International Marketing, Sales Management, Public Relations. He currently teaches the MBA courses: Marketing Channels, Marketing Strategy, Retailing Management, Sales Management, and International Marketing. He has also developed and delivered hundreds of marketing training courses of all types and levels.

▲ Dr. Taher has published several articles in the Journal of Business Research, Journal of Product and Brand Management, among others. He wrote a book called: Pharmaceutical Marketing, and supervised more than 20 doctoral and master dissertations in the Netherlands and the UK. 

▲ Finally, Dr. Taher is a professional public speaker who also serves on the board of more than 10 successful local businesses and charity organizations.

▲ He holds a BSc. in Civil Engineering from Cairo University, an MBA from the Ohio State University, a Diploma in Book and Magazine Publishing from New York University, and a Ph.D. in Marketing from the University of Georgia.

Dr. Ahmed Taher(Chairman)

Page 4: PR Rotary - Dr. Ahmed Taher

Effective Public RelationsOutline

• CLAIMS Of PR• Objectives Of Public Relations• The Publics Of PR• The Tools of PR• Public Opinion and how to influence

it• Attitudes and Influencing them.

Page 5: PR Rotary - Dr. Ahmed Taher

CLAIMS Of PR

ChangeLaunchAcquireInformMaintainStraighten

Page 6: PR Rotary - Dr. Ahmed Taher

Defining The Objectives

Change

Rotary Policy

LocationLeadership

Rotary Image

Page 7: PR Rotary - Dr. Ahmed Taher

Launch

A new RotaryService

A new ckub/district

Rotary Project

Page 8: PR Rotary - Dr. Ahmed Taher

Acquire

Media coveragefor events

Support of Gov.agencies

Credit forOur activities

Page 9: PR Rotary - Dr. Ahmed Taher

Inform

The general public

Opinion Leaders

Donors and supporters

TheAuthorities

Employees

Page 10: PR Rotary - Dr. Ahmed Taher

Maintain

Good communityrelationships

Excellent relationswith the media

Staffstability

Confidence ofAll members

Managementemployee

relationship

Page 11: PR Rotary - Dr. Ahmed Taher

Straighten

Product recallor return

Any publicmisunderstanding

Page 12: PR Rotary - Dr. Ahmed Taher

The Objectives (Claims) of PR

Some Sources of Objectives

CommitteeChairmen

History

Media Friends

Image Research

Social and EconomicTrends

Club Management

Members

Rotary International

Direct Competitors

Successful Global Initiatives

Page 13: PR Rotary - Dr. Ahmed Taher

Publics

Groups of people who have influence on, or interest in, our rotarian Clubs and activities

Page 14: PR Rotary - Dr. Ahmed Taher

The Publics of Public Relations• Public relations

should be publics relations

• Internal and external

• Primary, secondary and marginal

• Traditional and future

• Proponents, opponents and uncommitted

Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Page 15: PR Rotary - Dr. Ahmed Taher

Discussion QuestionIf you were in the PR Committee, Who would be our

key Publics?

Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Page 16: PR Rotary - Dr. Ahmed Taher

Key Rotary Publics

Authorities

Rotary International

Academic Community Other NGO’s

Community neighbors

Special interest groups

Investment community

Opinion leaders

Media

Page 17: PR Rotary - Dr. Ahmed Taher

The Tools of Public Relations• Writing• Media relations• Planning• Counseling• Researching• Publicity• Sponsorships• Marketing

communications

• Community relations• Consumer relations• Employee relations• Government affairs• Investor relations• Special publics

relations• Public affairs/issues• Crisis communications• Social media interface

Copyright ©2014 by Pearson Education, Inc. All rights reserved.

• Seminars• Advertorials• Newsletters• Annual reports• Networking

Page 18: PR Rotary - Dr. Ahmed Taher

What is Public Opinion?• “unknown god to which moderns burn incense”• “an ill-defined, mercurial, and changeable group

of individual judgments”• A group of people who share a common interest in

a specific subject and their expressions of strong attitudes on a particular topic

• Attitudes Opinions Actions• Public opinion is the aggregate of many individual

opinions on a particular issue that affects a group of people

• ConsensusCopyright ©2014 by Pearson Education, Inc. All rights reserved.

Page 19: PR Rotary - Dr. Ahmed Taher

Influencing Public Opinion• Public relations program can

crystallize attitudes, reinforce beliefs, change public opinion

• Opinions to be changed or modified must be identified and understood

• Target publics must be clear• Sharp focus on the “laws” that

govern public opinionCopyright ©2014 by Pearson Education, Inc. All rights reserved.

Page 20: PR Rotary - Dr. Ahmed Taher

Laws of Public Opinion• Opinion is highly sensitive to important

events• Opinions is generally determined more by

events than by words – unless those words are themselves interpreted as an event

• At critical times, people become more sensitive to the adequacy of their leadership– Confident – more responsibility to it– Lack confidence – less tolerant than usual

Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Page 21: PR Rotary - Dr. Ahmed Taher

Laws of Public Opinion• Once self-interest is involved, opinions

are slow to change• People have more opinions and are

able to form opinions more easily on goals than on methods to reach goals

• People in democracies with educational opportunities/information access display hardheaded common sense

Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Page 22: PR Rotary - Dr. Ahmed Taher

What Are Attitudes?

Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Page 23: PR Rotary - Dr. Ahmed Taher

How Are Attitudes Influenced?

• Attitudes are positive, negative or nonexistent

• Person is for something, against it, or neutral

• “The silent majority”• Theory of cognitive dissonance– Avoid dissonant/opposing information– Seek consonant/supportive information

• Social judgment theoryCopyright ©2014 by Pearson Education, Inc. All rights reserved.

Page 24: PR Rotary - Dr. Ahmed Taher

Kinds of Evidence that Persuade

• Facts (empirical data)• Emotions (emotional appeals)• Personalizing (personal experience)• Appealing to “you” (appeal to

audience)

• Emotion may be difficult for some to grasp (e.g. business leaders)

Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Page 25: PR Rotary - Dr. Ahmed Taher

Solutions Consulting 7 Osman Towers, MerrylandRoxy, Heliopolis, Cairo 11341Tel.: (+202) 24559123Mobile: 01220106006www.solutions-consulting.com

Dr. Ahmed Taher (Chairman):[email protected]

Page 26: PR Rotary - Dr. Ahmed Taher