Responsibility

“A big word that reflects strength, principles and credibility”

Corporate Social responsibility efforts always influence the overall perceptions of an organisation regardless of industry or geography. Many times, stakeholder expectations have shifted from focusing on “what not to do” to a more proactive, transparent approach ( Kotler,P. and Nancy .L.,2005).

Shift in Stakeholder Expectations

The importance of corporate social responsibility efforts in shaping overall corporate reputation plays into a larger trend for what the public expects

from companies. To be judged as a responsible and respected company, it is no longer enough for a company to deliver quality products and services to its customers. Audiences worldwide increasingly judge companies by their business operations – in particular, their labor practices

(Domestic and abroad), the safety of their plants and operations, and whether they are holding their international chain of vendors and suppliers

to these same strict labor and operational safety standards. Additionally, companies are increasingly being scrutinized on the basis of their corporate responsibility efforts or their efforts to “give back” to the community. This was shown in the research done by APCO WORLDWIDE in past years. So well in Russ Consulting I have learnt that the consultancy has choose it way to contribute something to the community through the environment section as a way to advocate for adaption of green build in Malaysia. Also the consultancy has arranged the international conference on the corporate social responsibility on environmental issues like shifting to green planet for the future.

So how is your take on corporate social responsibility?

The understanding of Word-of-mouth as the marketing strategy

During these interviews i got exposure to know the different ways of traditional PR with less conventional word-of-mouth marketing techniques. An increased focus on integrated marketing and global deployment of campaigns helped in this regard to understand the use of this term(Silverman,2001).During interview I wrote an article on the interview and also the article on the Word-of-mouth as way of marketing strategies for new business owners and entrepreneurs. This was part of the article on word-of-mouth, “A man who has both feet planted firmly in the air can be safely called a liberal as opposed to the conservative, who has both feet firmly planted in his mouth”. Mouth is something that people tend to think is designed to eat and gossips but it has the most important part when it gets to business marketing. Most entrepreneurs grow their business though word of mouth as their marketing tool. The use of word of mouth to market you business is the most important and powerful method to get your business to grow to the higher level. The information that relied by person to other person is powerful than the information relied by the media to the public. People believe to the word they get to hear from other costumers that the use your services.

So during this time I came across the lot of information about this term of word-of-mouth as a marketing strategy for new business owners so what is your say on this term and its impact towards new entrepreneurs.

Relationships between Public Relations Practitioners and Journalists

The relationship between the journalists and Public relations practitioner is one of the vital in a way that both professionals needs one another for the success of their careers. Meaning that the PR practitioner needs the journalists for publicity and the journalists needs the other for story to publish that represent win-win situation in of the Gruing theories. Their relationship is one that gives them time to build strong loyalty to one another and leaves nothing that will make the loss credibility among their target audiences. Through the internship I leant that keeping the contacts with the media is every important as they give the space to publish and cover you clients.

“The importance of effective long-term relationships with strategic segments of the public for the achievement of organisational goals through various communication programmes has been widely acknowledged by many scholars and practitioners,” (Grunig, 1992).

At Russ consulting, every month the update the media contacts and also most of their PR service come much about the media and this make them more connected to journalists for their success towards their services they offer. I believe the PR practitioners needs to build more the relationship that will last with this journalists, and also sure that their relationship with this journalists is important for both professionals. I suggest that PR practitioners should produce quality work that will surely bring the story to the journalists and not just a general information which people will consider it boring to read and also events done by PR practitioner should show creativity to attract journalists to attend and write a better story.

Doing interview on behave of the client

Interviews in public relations work as a way of enhancing the client reputation and also maintaining the client image. During my first day at Russ Consulting I have a chance to conduct the magazine interview on behalf of agency client. During the interview I learned how to conduct the interview and how to handle the interview. So by doing this interview we were more of protecting and enhance the reputation of the client towards their stakeholders. The stakeholders or consumers of this magazine believe in the best of best so, the client contracted Russ consulting to handle magazine interview for them as a way to protect brand reputation. Reputation management is one of the public relations terms that in this day many organisation put much of their interest on and they are busy doing what they can to protect their reputation. So many companies end up losing their profit due to brand reputation when bad thing happen to their company.

So share your knowledge about brand reputation and you think will help the organisation to stay in business.

WOW! Finally I managed I got the chance to Share information on PR internship program

Just want to say its time to share information on the ongoing internship program. Since I started on December 1^st of this month, its been a learning process as things I am doing here are much into professional practice rather than the theorical part we get to pass through since I started Mass communications specialising in PR, so what I can say is that PR at the professional level is more challenging than at the theorical level because things you learn through theorical level is much different with what you get to face when you are at the professional level. My first day was the most challenging one because in few hours I was there, I had to do the magazine interview for Russ Consulting. Russ Consulting is where I am doing my internship, so the interview was bet challenging as well because the interviewee was not that much influent in English to I had to have the problem of understand the people and the most problem was the language barrier, so during the interview, the interviewee response was in two languages which are English and Bahasa. After the interview I was asked to write the article about the whole interview. So I did manage to get another information about the interview, so I managed to finish the article the next day.

Soon I will post the whole magazine article.