第三讲 公共关系公司与部门管理

公共关系公司与部门管理

中国传媒大学广告学院·

公共关系系卫五名第一节In-house的地位与部门管理第二节Agency的管理与服务流程第三节专业公关公司管理

第一节In-house的地位与部门管理

一、名称与地位

1、名称世界500强企业：CorporateCommunicationsCommunicationsPublicRelationsPublicAffairsCorporateAffairsCorporateRelationsMarketingCommunicationsExternalAffairsInvestorRelations

中国：公共关系部公共事务部公司事务部广告公关部营销公关部形象推广部办公室

2、地位1）与市场营销部门2）与人力资源部门3）法律顾问部门4）广告部门5）市场信息部门

PresidentPRProductionAccountingPersonnelSales

PresidentExecutiveVPPersonnelPRMarketingLegal

PresidentVP——Production,Inventory,andEngineeringVP——Legal,Personnel,Sales,andPayrollVP——PR,Advertising,Marketing,andEmployeeComm.s二、公关部门所需的专业素养

1.Strategic&operationalmgmt.KnowledgeDevelopstrategiesforsolvingproblemsManageorganizationalresponsetoissuesDevelopgoalsandobjectivesfordept.PreparebudgetsManagepeople

2.ResearchknowledgePerformenvironmentalscanningDeterminePRtoyourorganizationUseresearchtosegmentpublicsConductevaluationresearch

3.NegotiationKnowledgeNegotiationwithactivistpublicsHelpmgmt.understandopinionsofpublicsUseconflictresolutiontheorieswithpublics

4.PersuasionKnowledgePersuadeapublicthatyourorganizationisrightUseattitudetheoryinacampaignGetpublicstobehaveasyourorganizationwants三、公共关系部门的职能

1.信息管理部2.决策参谋部3.宣传和外交部第二节Agency的管理与服务流程一、规模人数：1-2人VS.超过2,800人地域：中小城市VS.跨国运作营业额：数十万RMBVS.过2亿美元

服务范围：小工型VS.战略型二、结构1.以服务类型分

CorporateadvertisingCorporatecounselingCrisismanagementEventmarketingGraphicdesignInternalcommunicationsInternetcommunicationsMediarelationsPublicaffairs

Branding2.以服务行业分

ITAutomobileHealthcareproductsGovernment&NGOConsumerproductsSports&EntertainmentCulture&ArtFoodIndustrialproducts

TechnologyRealestateFamilyelectronicappliance

3.以服务形式分

专业化分工形式（客户部、媒介部、策划部、活动部、设计部等）完全事业部形式（团队独立面对客户、薪酬与业绩挂钩）专业-客户形式

（围绕特定行业建立客户服务团队，并进行适当分工与协调）三、职位安排与分工

1.职位层级ReceptionAccountCoordinator/AssociateAssistantaccountexecutiveAccountExecutiveSeniorAccountExecutive/ConsultantAccountSupervisor/AccountManagerSeniorManagerDirectorManagingDirector/GeneralManagerVicePresidentPresident/CEOChairman2.分工

团队协作及其特点：1）Teammembersareneveralone.2）Neverletateammatedown.3）Noonelikestoworkwithtense,uptight,negative,uncooperative,complaining,unhelpfulpeople.4）Trytoavoidbringingonlyaproblemtoasupervisor.Comewithaproblemandarecommendedsolution.

5）Goodaccountpeopleshouldmotivateothers.四、收费方式1.ProfessionalfeesNotincludingout-of-pocketexpenses,suchastelephone,shipping,copies,transportation,materialsprintingorproduction,locationrentalfees,etc.

Agenciesbilleachhourloggedtoaclientatabillingratecommensuratewiththestaffperson’slevelofexperience.

2.Mark-ups(代理费，一般为Out-of-pocket的17.65%：15/85)3.Accessfees（投标费，无论成功与否每个公司都可得到的）4.Out-of-pocketexpenses5.Third-partyfees17.1%6.中国最近出现的以实际绩效和市场回报定服务费Out-of-pocketexpenses:DesignandillustrationFreelancersandconsultantPhotographyPrintingMailingandhandlingFoodandrefreshmentsAudiovisualmaterialTravelModeland/orspokespersonfeeEquipmentrentalMarkup7.Projectfees（Projectfeestakeintoaccountthedifferentpersonnelrequiredfromtheaccountteamandvariousagencydepartmentstocompleteadiscreteproject;essentially,whichpeopleandhowmuchoftheirtime.）8.Retainerfees（Inretainers,thehoursneededtoappropriatelyservicetheaccountareestimatedandagreeduponaheadoftimewiththeclient.）A$7,700/monthretainerfeemightbedevelopedbasedonthefollowinghourlyinputandbillingrates:Upto20hoursx$200(VP)

=

$3,000Upto37hoursx$125(AE)

=

$3,145Upto22hoursx$85(AA)

=

$1,540

$7,685Agencyexpenses:TelephoneFaxCopiesClippingandvideoservicePublicationsubscriptionsPostage,shipping,messengerEditorialandcliententertainmentSuggestedannualagencybudgetcategories开支发票细目（英镑）公共关系工时费用（35小时，65英镑/小时）图像制作费（用于产品发布）图像制作费（用于企业内刊）刊物设计与印刷费学校资料的设计与印刷费2275.00540.50742.702450.003820.00公共关系执行费用（传真、电话、办公服务器、邮费）旅行费（当天返回伦敦和餐费）408.0054.00增值税（17.5%）10290.201800.79共计12090.99公关公司开出的月度开支发票ManagingaPublicRelationsFirmforGrowthandProfit2ndChapter13p187E:\PublicRelationsScannedBooks\ManagingaPublicRelationsFirmforGrowthandProfit2nd\File0013.PDF五、服务流程1.Access&contact2.Briefing3.Proposalbidding4.Makingcontracts5.Actionplan6.Execution7.Evaluation&follow-ups六、Top10PRfirmselectioncriteria

1.Qualityofaccountteam69%

2.Meetsdeadlines,keepspromises68%

3.Clientservice60%

4.Qualityofwriting52%

5.Strategiccounsel47%

6.Creativity46%

7.Mediaplacement44%

8.Chemistry（互动过程）40%

9.Knowledgeofclientindustry39%

10.Qualityofmanagement35%11.Price第三节专业公关公司管理

一、服务准则1.Results-oriented2.DeterminingResultsinAdvance3.EstablishConsistentContact4.InvestintheLearningCurve5.StayAvailable6.EstablishaFormalClientCommunicationsSystem7.MeetDeadlines8.MaintainDetailedFinancialControls9.DealwithMistakes10.BeaRealPerson11.EducateYourClient二、客服中的沟通原则

1.Askingtobeincludedincriticalmarketingmeetingsandappropriatestrategysessions;2.Beingaddedtothedistributionlistforappropriateinternalmemosandcorrespondence;3.Receivingcopiesofclippingswhentheclientisonthereceivingendfromtheservice;4.Establishinglinesofcommunicationthroughoutthecompany;5.Clearlyindicatingapprovalprocessesandappropriateinternaldistribution.与潜在客户接洽的问题清单：与潜在客户接洽的问题清单：来自潜在客户的尖刻问题1.Haveyoueverdonethisbefore?2.Whoelsehaveyoudoneitfor?3.Whatifitdoesn’twork?4.Whyshouldweselectyou?5.WhyshouldwehireyouratherthatXYZagency?6.Whatareyouweaknesses?7.Willyouteachourpeoplewhatyouknow?三、客服中的客户导向

1.WhatClientsLikeVersusWhatTheyHate

LikeHate1Integrity1.Baitandswitch;disappearingseniormanagementaftersale2Candor2.Over-promising3Professionalism,experience3.Fewresults,manyexcuses4.Knowledgeofcompany,industry4.Lackofknowledgeofcompany,industry,competition5.Strategicthinking5.Order-takingversusconsulting6.Newideas,enthusiasm6.Boilerplateclientservice7.Accessibility,responsiveness7.Lackofcommunication,responsiveness8.Budgetaryresponsibility8.Exceedingthebudget;lowperceivedvalue9.Bottom-lineorientation(theirs)9.Generalbusinessignorance10.Loyalty10.Chasingtheclientwiththebiggestbudget四、客服中的Do’sandDon’ts

Do’s1.Alwaysshowupontimeforclientmeetings.2.Takedetailednotesinmeetings;useclarityinsummariesandassignmentsresults.3.Makesureclientsknowwhenyou’llbeoutoftownorunavailable.4.Arrangeforback-upwhenoutoftheoffice;thevalueofteamsisthatsomeoneis(usually)alwaysavailable.5.Takecareofthelittlerequestsrightaway.6.Developthepersonaltouch:acknowledgebirthdays,client/agencyanniversaries.7.Usetheclient’sproductswheneverpossible.8.Meeteverydeadline(evenifitseemstheworldwon’tcometoanendifyoumiss“justthisonce”).9.Use“we”and“us”languagewhentalkingwithclients,ratherthan“you”and“yourcompany.”10.Besensitivetotheebbandflowofaclient’sbusiness(seasonality)andanyotherfactorsthatmighthelpyoushowyourinterest,intuitivenessandenthusiasm.10.Reviewtheprogramwiththeclientatregularintervals.11.Religiouslymeetbudgetcommitments;ifyoucan’t,communicatethereasonsandseekapprovalinadvance.12.Returnphonecallspromptly-andpersonally.

13.Preparesummariesandcontactmemoswithin24hours.Ensurethatalldecisionsreflectconsensusandarepreciselyworded.14.Gettoknowpeoplethroughoutyourclient’sbusiness,includingthoseinsales,technicalspecialists,operationsandotherusefulcontacts.15.Showcasetheentireaccountteam;talkintermsof“we”ratherthan“I.”16.Managetheclient’smoneyandtimeasthoughitwereyourown.17.Occasionallyask,“Howarewedoing?”

Don’ts1.Makeapromiseyoucan’tkeep.2.TalkaboutClientB’sworkinfrontofClientA.3.MakeaphonecallforClientBwhileworkingwithClientA.4.Coverupmistakes.5.Waitfortheclienttocallabouttrouble.6.Dismissanyclientcomplaintastrivial.7.Bad-mouthyourclientcontacttohisassociatesorsuppliers.8.Jointheclientinbad-mouthingassociates.

9.Regard“nonewsasgoodnews.”10.Surpriseaclientwithbadnews,higher-than-expectedbills,orprojectsheorsheshouldhaveknownaboutlongago.11.Over-