PR day 7 Image+identity+profile=branding
A few definitions Public Relations is the planned and sustained effort to establish and maintain goodwill and understanding between an organisation and it s public. PR is the dicipline concerned with the reputation of organisations with the aim of earning understanding and support. CIPR/UK It s about reputation the result of what you do, what you say and what others say about you Alison Theaker
Branding Image Profile Identity
Branding = identity+image+profile IDENTITY the content How the organisation defines and looks upon itself IMAGE the impression How others see the organisation PROFILE the expression How the organisation acts and sets the stage
Identity Who are we: A dynamic, social and changeable construction. To a certain extent. The past is hard to erase. Identity relates to the culture of the org. Reflected in values, visions and strategy. Reflected in how employees feel and talk about the org. Reflected in stakeholders: members, volunteers or shareholders/investors. Reflected in logos, websites and physical appearance.
Image What do stakeholders and publics see? Who do we want to be? How do we want to be known? The projection of the organisation. A projection of actions, products, communication. Walk the talk: it doesn t work to say you help the polarbears, if your actions don t support your statements.
Profile How do we set the stage for our own public appearance? History, income, employees, type of products Huge press conferences or activism? Fair trade coffee or champagne? A new modern headquarter on the harbour or an old town house: What is Greenpeace s physical adress i Denmark? If profile, identity and image are too wide apart, communication becomes very difficult.
Vision, mission, values Vision: how we want the world to be Fødevareministeriets vision Det er Fødevareministeriets vision, at fremsynede og idérige medarbejdere sætter præg på udviklingen på fødevareområdet til sikring af vækst, miljø og sundhed. Mission: what we are here to do Fødevareministeriets mission Det er Fødevareministeriets mission, at skabe rammer for et udviklings- og vækstorienteret fødevareerhverv, en ansvarlig forvaltning af naturressourcer, fødevaresikkerhed, forbrugernes valgmuligheder og sunde kostvaner. Values: The grounds we agree to work on Fødevareministeriets værdier Ministeriets indsats bæres af fælles værdier for arbejde, samarbejde og ledelse, som de ansatte videreudvikler, fremmer og håndhæver: Åbenhed, Faglighed, Ansvarlighed, Engagement
http://www.vestas.com/da/om-vestas.aspx Vind, Olie og Gas er Vestas vision, som udtrykker ambitionen om at gøre vind til en energikilde på lige fod med fossile brændstoffer. Vestas mission, Failure is not an option, udtrykker organisationens holdning til konstant at søge forbedringer og til konsekvent og struktureret at følge op på og rette fejl. For Vestas betyder No. 1 bedst, og bedst betyder, at sikkerheden skal være i verdensklasse, at Vestas skal have de mest tilfredse kunder, de bedst ydende vindkraftværker og den mest miljøvenlige produktion. Vestas ønsker at skabe verdens stærkeste energibrand som markedsleder inden for vindkraft. Vestas drivkraft er medarbejderne, der med viljestyrke, fantasi og evne til konstant at udvikle teknologien og organisationen har sikret Vestas førerposition. Dette er udtrykt i skulpturen Viljen, der er opstillet ved en række af Vestas lokationer.
Warm air? Framework for with working public relations? What makes the difference?
Preparing for tomorrow s meeting with customers Search the website of your organisation for values, vision, mission. What do they say? Where does it show?
We ve looked at What is Public Relations The rethorical compass Strategic Communication The SWOT analysis Targetgroups, stakeholders and user portraits Press releases: Dos and don ts Branding: identity + image + profile