第三講 公共關系公司與部門管理

公共關系公司與部門管理

中國傳媒大學廣告學院·

公共關系系衛(wèi)五名第一節(jié)In-house的地位與部門管理第二節(jié)Agency的管理與服務流程第三節(jié)專業(yè)公關公司管理

第一節(jié)In-house的地位與部門管理

一、名稱與地位

1、名稱世界500強企業(yè)：CorporateCommunicationsCommunicationsPublicRelationsPublicAffairsCorporateAffairsCorporateRelationsMarketingCommunicationsExternalAffairsInvestorRelations

中國：公共關系部公共事務部公司事務部廣告公關部營銷公關部形象推廣部辦公室

2、地位1）與市場營銷部門2）與人力資源部門3）法律顧問部門4）廣告部門5）市場信息部門

PresidentPRProductionAccountingPersonnelSales

PresidentExecutiveVPPersonnelPRMarketingLegal

PresidentVP——Production,Inventory,andEngineeringVP——Legal,Personnel,Sales,andPayrollVP——PR,Advertising,Marketing,andEmployeeComm.s二、公關部門所需的專業(yè)素養(yǎng)

1.Strategic&operationalmgmt.KnowledgeDevelopstrategiesforsolvingproblemsManageorganizationalresponsetoissuesDevelopgoalsandobjectivesfordept.PreparebudgetsManagepeople

2.ResearchknowledgePerformenvironmentalscanningDeterminePRtoyourorganizationUseresearchtosegmentpublicsConductevaluationresearch

3.NegotiationKnowledgeNegotiationwithactivistpublicsHelpmgmt.understandopinionsofpublicsUseconflictresolutiontheorieswithpublics

4.PersuasionKnowledgePersuadeapublicthatyourorganizationisrightUseattitudetheoryinacampaignGetpublicstobehaveasyourorganizationwants三、公共關系部門的職能

1.信息管理部2.決策參謀部3.宣傳和外交部第二節(jié)Agency的管理與服務流程一、規(guī)模人數：1-2人VS.超過2,800人地域：中小城市VS.跨國運作營業(yè)額：數十萬RMBVS.過2億美元

服務范圍：小工型VS.戰(zhàn)略型二、結構1.以服務類型分

CorporateadvertisingCorporatecounselingCrisismanagementEventmarketingGraphicdesignInternalcommunicationsInternetcommunicationsMediarelationsPublicaffairs

Branding2.以服務行業(yè)分

ITAutomobileHealthcareproductsGovernment&NGOConsumerproductsSports&EntertainmentCulture&ArtFoodIndustrialproducts

TechnologyRealestateFamilyelectronicappliance

3.以服務形式分

專業(yè)化分工形式（客戶部、媒介部、策劃部、活動部、設計部等）完全事業(yè)部形式（團隊獨立面對客戶、薪酬與業(yè)績掛鉤）專業(yè)-客戶形式

（圍繞特定行業(yè)建立客戶服務團隊，并進行適當分工與協調）三、職位安排與分工

1.職位層級ReceptionAccountCoordinator/AssociateAssistantaccountexecutiveAccountExecutiveSeniorAccountExecutive/ConsultantAccountSupervisor/AccountManagerSeniorManagerDirectorManagingDirector/GeneralManagerVicePresidentPresident/CEOChairman2.分工

團隊協作及其特點：1）Teammembersareneveralone.2）Neverletateammatedown.3）Noonelikestoworkwithtense,uptight,negative,uncooperative,complaining,unhelpfulpeople.4）Trytoavoidbringingonlyaproblemtoasupervisor.Comewithaproblemandarecommendedsolution.

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

Agenciesbilleachhourloggedtoaclientatabillingratecommensuratewiththestaffperson’slevelofexperience.

2.Mark-ups(代理費，一般為Out-of-pocket的17.65%：15/85)3.Accessfees（投標費，無論成功與否每個公司都可得到的）4.Out-of-pocketexpenses5.Third-partyfees17.1%6.中國最近出現的以實際績效和市場回報定服務費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開支發(fā)票細目（英鎊）公共關系工時費用（35小時，65英鎊/小時）圖像制作費（用于產品發(fā)布）圖像制作費（用于企業(yè)內刊）刊物設計與印刷費學校資料的設計與印刷費2275.00540.50742.702450.003820.00公共關系執(zhí)行費用（傳真、電話、辦公服務器、郵費）旅行費（當天返回倫敦和餐費）408.0054.00增值稅（17.5%）10290.201800.79共計12090.99公關公司開出的月度開支發(fā)票ManagingaPublicRelationsFirmforGrowthandProfit2ndChapter13p187E:\PublicRelationsScannedBooks\ManagingaPublicRelationsFirmforGrowthandProfit2nd\File0013.PDF五、服務流程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（互動過程）40%

9.Knowledgeofclientindustry39%

10.Qualityofmanagement35%11.Price第三節(jié)專業(yè)公關公司管理

一、服務準則1.Results-oriented2.DeterminingResultsinAdvance3.EstablishConsistentContact4.InvestintheLearningCurve5.StayAvailable6.EstablishaFormalClientCommunicationsSystem7.MeetDeadlines8.MaintainDetailedFinancialControls9.DealwithMistakes10.BeaRealPerson11.EducateYourClient二、客服中的溝通原則

1.Askingtobeincludedincriticalmarketingmeetingsandappropriatestrategysessions;2.Beingaddedtothedistributionlistforappropriateinternalmemosandcorrespondence;3.Receivingcopiesofclippingswhentheclientisonthereceivingendfromtheservice;4.Establishinglinesofcommunicationthroughoutthecompany;5.Clearlyindicatingapprovalprocessesandappropriateinternaldistribution.與潛在客戶接洽的問題清單：與潛在客戶接洽的問題清單：來自潛在客戶的尖刻問題1.Haveyoueverdonethisbefore?2.Whoelsehaveyoudoneitfor?3.Whatifitdoesn’twork?4.Whyshouldweselectyou?5.WhyshouldwehireyouratherthatXYZagency?6.Whatareyouweaknesses?7.Willyouteachourpeoplewhatyouknow?三、客服中的客戶導向

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-