Image Building

Prof. Jose R. Lacson Jr., PhD Food and Nutrition Research Institute Department of Science and Technology

Concepts and Definitions

Audience Research know thy audience Internal and External Publics Image Management Impression Management Public Opinion Formation Message Packaging Corporate Communications Media Relations Public Affairs and Public Information

Concepts
Advocacy Vision, Mission, Goal Visibility Promotions Cause Promotions, Cause-related Marketing, Social Marketing, Corporate Philosophy, Community Volunteering, Socially Responsible Business Practices

Communication theory
Convergence Model Display-Attention Model

Best Practices for Developing Social Initiative Programs (Kotler& Lee, p. 238 261, 2005)
1. Choose only a few social issues to support. 2. Choose issues that are of concern in the communities where you do business. 3. Choose causes that have synergy with mission, values, products and services. 4. Choose causes that have potential to support business goals: marketing, supplier relations, increased productivity, cost reductions.

Best Practices for Selecting a Social Initiative (Kotler& Lee, p. 238 261, 2005)
5. Choose issues that are of concern to key constituent groups: employees, target markets, customers, investors and corporate leaders. 6. Choose causes that can be supported over a long term.