8.19
Relations publiques_I
Les relations publiques (RP) sont un processus de communication stratégique qui établit des relations mutuellement bénéfiques entre les organisations…
Les relations publiques ou RP sont des activités visant à promouvoir et à gérer la réputation d'une entreprise et à influencer l'opinion publique pour obtenir du soutien.
Les RP peuvent être une publicité rémunérée ou non rémunérée pour établir des relations favorables avec les parties prenantes en éduquant le public et en gérant efficacement les crises.
Par exemple, KFC a lancé une campagne de relations publiques pleine d’esprit et d’excuses pour s’excuser de la pénurie de poulet au Royaume-Uni en raison de problèmes de chaîne d’approvisionnement. Cette campagne a permis de restaurer sa réputation et sa confiance.
Les relations publiques contribuent également à créer un plus grand sentiment de crédibilité pour les parties prenantes ciblées.
À l'ère numérique, la campagne « Rebuild the World » de Lego visait à encourager la créativité, le jeu physique et un plus grand lien entre les enfants et les familles à l'aide de briques de jouets Lego.
Cette campagne a sauvé Lego de la quasi-faillite, en le repositionnant comme une expérience créative pour tous les groupes d’âge.
D’autre part, les RP se concentrent principalement sur la gestion de la réputation, ce qui rend difficile la mesure de son impact direct sur les ventes.
Malgré ces défis, les relations publiques sont un outil puissant pour façonner la perception du public et favoriser la bonne volonté.
View the full transcript and gain access to JoVE Business videos
Q1: What is the main purpose of public relations in business?
Public relations promotes and manages a company's reputation while influencing public opinion to gain stakeholder support. PR builds favorable relationships through paid or non-paid publicity, educates the public, and effectively manages crises. It creates credibility for targeted stakeholders and shapes public perception, fostering goodwill between organizations and their audiences.
Q2: How did Lego use PR to recover from financial difficulties?
Lego launched the 'Rebuild the World' campaign to encourage creativity, physical play, and family bonding using toy bricks. This strategic PR initiative repositioned Lego as a creative experience for all age groups, saving the company from near bankruptcy. The campaign demonstrated how effective messaging can transform public perception and restore organizational viability.
Q3: What makes PR different from other marketing communication approaches?
PR focuses predominantly on reputation management and building mutual relationships with stakeholders through two-way communication. Unlike other integrated marketing communication strategies, PR emphasizes listening and engaging in conversations rather than just broadcasting messages. This relationship-building approach makes PR challenging to measure directly in terms of sales impact.
Q4: Can you provide an example of a successful crisis management PR campaign?
KFC launched a witty, apologetic PR campaign to address a chicken shortage in the UK caused by supply chain issues. The campaign effectively restored the company's reputation and rebuilt customer trust through transparent, humorous communication. This example demonstrates how strategic PR responses can turn operational challenges into opportunities for strengthening stakeholder relationships.
Q5: What roles do PR professionals handle within organizations?
PR professionals manage diverse organizational functions including media relations, community relations, consumer relations, industry relations, and governmental relations. They also handle political campaigns, interest-group representation, conflict mediation, and employee and investor relations. These multifaceted responsibilities enable organizations to communicate core values and benefits effectively to target audiences.
Q6: How does PR help organizations achieve their full potential?
A strong PR campaign provides credibility and enhances organizational reputation by portraying the company positively and appealing to its audience. PR protects, enhances, or builds reputations through media, social media, or self-produced communications. By managing image and relationships with key stakeholders, PR enables organizations to communicate effectively and reach their strategic objectives.
Q7: Why is two-way communication important in public relations?
Two-way communication in PR is about listening and engaging in conversations with stakeholders, not just broadcasting organizational messages. This mutual engagement increases understanding and creates benefits for both the organization and its audiences. By fostering dialogue, PR professionals build stronger relationships and develop more authentic connections with the public.