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What is Public Relations?
Public relations (PR): A communication function used to promote mutual understanding between an organization and its various stakeholder groups
Why is PR Needed?
• Complex structure of Industry
• Importance of Employee Relations
• For Good Communication
• Increasing Competition
Johnson & Johnson
• The world’s largest and most comprehensive manufacturer of health care products
• Founded in 1886• Headquartered in New Brunswick, New Jersey• Sales of $64 billion in 2004• 200+ operating companies in 50+ countries• 109,000+ employees worldwide• Customers in over 175 countries
Products
• Baby Products
• Skin Care
• Wound Care
Baby Products
• Baby Powder
• Baby Oil
• Baby Cream
• Baby Lotion
• Baby Shampoo
• Baby Hair Oil
• Baby Soap
Baby Products
Skin Care
• Clean and Clear Face wash
• Johnson Buds
Wound Care
• Band Aid
• Savlon
• Johnson Plast
Name Of Award Received By… Given By…
Six Sigma Johnson & Johnson Consumer Products India
Indian Statistical Institute & The National Institution of Quality & Reliability
Industrial Safety Award
Johnson n Johnson Plant, Dharavi
National Safety Council, Maharashtra
Image Award Johnson n Johnson Innovations Dept Of India
Ortho - Clinical Diagnostics Division Johnson & Johnson, Worldwide
Process Excellence Award
Johnson & Johnson Medical India
Johnson & Johnson, Worldwide
Best Employers 2003 Rank 4
Johnson & Johnson Consumer Products
India Hewitt Associates
Achievements
Organizational Structure
Managing Director
Finance ManagerCommercial
Manager
R & D Manager
OperationsManager
Public RelationsManager
Marketing Manager
Human ResourceManger
LogisticsManager
Mission Statements
• We Must be Good Citizens…
…Support Good Works & Charities.
• We must maintain in good order the property we are privileged to use,
protecting the environment & natural resources.
Basic Objective
• To Provide scientifically sound, High Quality products & services to help
Heal, Cure Diseases & Improve the
Quality of Life
• This was also the basic Goal that began with the Founding of the Company in 1886
Social Responsibilities
• Earthquake in Pakistan
• Hurricane ‘Katrina’
• HIV/AIDS
• International Disaster Relief
Organization
• Mumbai Floods
Coordinate Relationships
With Stakeholders
Coordinate Relationships
With Stakeholders
Collect and Analyze
Stakeholder Attitudes
Collect and Analyze
Stakeholder Attitudes
Serve As the Official Channel of Information
Serve As the Official Channel of Information
Keep the Public Aware of
Organization’s Activities
Keep the Public Aware of
Organization’s Activities
Plan and Administer Information Programs
Plan and Administer Information Programs
Coordinate With Other
Departments
Coordinate With Other
Departments
Plan and Administer Information Programs
Plan and Administer Information Programs
Collect and Analyze
Stakeholder Attitudes
Collect and Analyze
Stakeholder Attitudes
Coordinate Relationships
With Stakeholders
Coordinate Relationships
With Stakeholders
Keep the Public Aware of
Organization’s Activities
Keep the Public Aware of
Organization’s Activities
Serve As the Official Channel of Information
Serve As the Official Channel of Information
PR Dept Functions
PRPR
Corporate Communications
Corporate Communications
Employee Relations
Employee Relations
Brand PublicityBrand Publicity Media RelationsMedia Relations
Financial/Investor
Relations
Financial/Investor
Relations
Crisis Management
Crisis Management
Financial
Relations
Financial
RelationsEmployee Relations
Employee Relations
Corporate Communications
Corporate Communications
Media RelationsMedia RelationsBrand PublicityBrand Publicity
PR Activities
PRActivities
PRActivities
What Is Brand Publicity?
Brand publicity: The use of non-paid media messages to deliver brand information designed to positively influence customers and prospects
PublicityTools
PublicityTools
News Release (Press Release)News Release (Press Release)
Pitch LetterPitch LetterDirect CommunicationDirect Communication
News Release (Press Release)News Release (Press Release)
What Are Brand Publicity Tools?
News Kit (Press Kit)News Kit (Press Kit)
Key Part of Brand Publicity: Media Relations
Key part of brand publicity:
Media relations: Maintaining a positive professional relationship with the media in general or with media that specialize in covering a specific industry
• The challenge: getting past media gatekeepers
• Editors and reporters who select (or reject) stories for their publications or stations based on what they think will interest their audiences
PublicityTools
PublicityTools
News Release (Press Release)News Release (Press Release)
Pitch LetterPitch LetterCampaign at the Launch Of New Product
Campaign at the Launch Of New Product
Television AdvertisementsTelevision Advertisements
Tools for Media Relations
Ads In Different LanguagesAds In Different Languages
What Is Corporate Communication?
Corporate communication: High level public relations carried out by executives who work at a senior level in a company and advise top management on how the organization presents itself
Goal: to manage the image Goal: to manage the image and reputation of the organizationand reputation of the organization
Establish Corporate IdentityEstablish Corporate Identity
AdvocacyAdvocacy
Demonstrating Social Responsibility
Demonstrating Social Responsibility
AdvocacyAdvocacy
Establish Corporate IdentityEstablish Corporate Identity
Three Corporate Advertising Objectives
ObjectivesObjectives
Corporate Advertising
++
Campaign For A Cure
++
3M’s Annual Report Is An Example Of Financial Relations
++
Insight: Proactive Crisis Management
Crisis are a fact of an organization’s life. If the Executives perform proactively that is acting before the crisis, so as to avoid the situation of Crisis, It can very well create a mechanism that is free of failures and hence a Crisis can be prevented even before it is Born.
Johnson & Johnson Enjoys One Of The Strongest Reputations In The World
++
Five Influencing Factors
• Support & commitment from supervisors & management
• Workplace policies friendly to program goals & objectives
• Workplace culture which values health
• Program marketing efforts that reach, preach, teach & influence
• Programs designed & owned by real people
Six Strategic Platforms
• Effectively manage program cycle
• Recognize importance of relationships
• Increase proportion of activities that affect program infrastructure
• Create environment to support individuals & groups
• Create empowering opportunities
• Create many program opportunities
Final Note:
• An organization’s reputation is critical to the strength of its relationships with stakeholders…
• …and Public Relations is one of the most effective MC functions to build and maintain it
PRPR