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 Products

• Baby Shampoo

• Baby Hair Oil

• Baby Soap
 Skin Care

• Clean and Clear Face wash

• Johnson Buds
 Wound Care

• Band Aid

• Savlon

• Johnson Plast
 Achievements
Name Of Award Received By… Given By…
Johnson & Johnson Indian Statistical Institute
Six Sigma Consumer Products & The National Institution
India of Quality & Reliability

Industrial Safety Johnson n Johnson National Safety

Plant, Dharavi Council, Maharashtra
Award
Johnson n Johnson Ortho - Clinical
Image Award Diagnostics Division
Innovations Dept Of
India Johnson & Johnson,
Worldwide
Process Johnson & Johnson Johnson & Johnson,
Excellence Award Medical India Worldwide

Best Employers Johnson & Johnson India Hewitt

2003 Rank 4 Consumer Products Associates
Organizational Structure
Managing Director

Commercial
Finance Manager
Manager

R&D Operations
Manager Manager

Human Resource Marketing

Manger Manager

Logistics Public Relations

Manager Manager
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
 PR Dept Functions
Serve As the Keep the Public
Official Aware of
Channel of Organization’s
Information Activities

Coordinate
Coordinate
Relationships
With Other PR With
Departments
Stakeholders

Plan and Collect and

Administer Analyze
Information Stakeholder
Programs Attitudes
 PR Activities

Brand Publicity Media Relations

Crisis PR Corporate
Management Activities Communications

Financial/
Financial Employee
Investor
Relations Relations
Relations
What Is Brand Publicity?

Brand publicity:
The use of non-paid media
messages to deliver brand
information designed to
positively influence customers
and prospects
What Are Brand Publicity Tools?

News Release
(Press Release)

Publicity
DirectPitch
Communication
Letter
Tools

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
 Tools for Media Relations

News Release
Television Advertisements
(Press Release)

Publicity Campaign at the Launch Of

Pitch Letter
Tools New Product

Ads 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
and reputation of the organization
Three Corporate Advertising Objectives

Establish Corporate Identity

Objectives Advocacy

Demonstrating Social
Responsibility
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
PR