CORPORATE
COMMUNICATION
AND PUBLIC
RELATIONS
Jackson defined Corporate
Communication as, “the total
communication activity
generated by a company to
achieve its planned objectives.”
MODULE 3
Functions of Corporate
Communication and
Public Relations
Media relations involve working with media for the purpose of
informing the public of an organization’s mission, policies and
practices in a positive, consistent and credible manner. Typically,
this means coordinating directly with the people responsible for
producing the news and features in the mass media. The goal of
media relations is to maximize positive coverage in the mass
media without paying for it directly through advertising.
IMPORTANCE OF MEDIA RELATIONS
Increase brand awareness and achieve company
reputation
To find the customers preference and
choice
Image strategy in Public
SOURCES OF MEDIA INFORMATION
News Paper
Magazines
Books
Websites
Database
Population Census
Annual Economic Survey
India Yearbook
Indian News and Feature Alliance Year Book
Audit Bureau of Circulation
PRESS RELEASE
Press release means to make the news known publicly or allow
to make the news known publicly, sometimes it is also called as
handout or news release. The press release is an official
statement issued by the government or the organisation. Press
release is the most popular way of issuing news, information
and article to the press or to give due publicity. Every press
release should be prepared carefully and pre-verified before it is
distributed.
CHARACTERISTICS OF PRESS RELEASE
Brief
Simple language
Newsworthy
Factual Truth
Suitable for publication
Answer to Five W’s
BUILDING EFFECTIVE MEDIA RELATIONS
1)Research your angle:
Find the white space
Show media that you have read their news and tailor
Create a more complete story
2) Anticipate Needs:
Visuals
Spokesperson availability
Quotes and press material
Third party experts
Questions and answers
3) Introduction and Contacting Media:
Ask questions
Expressing your intentions
Connect on a personal level
Social media
Ask yourself what’s vital
4) Practice Good Habits and Earn Favour
Honour timelines or beat them
Offer and honour exclusive
Amplify news
Read and engage with news that’s not about you.
Bring your reporter in as an expert
Stay in touch
Five classic mistakes to avoid when dealing with the
media.
Not understanding the ‘media mind-set’
Not responding quickly enough
Not preparing for the interview
Not getting to the point
Talking in jargon
Employee Communication
Employee communication means sharing of organizational
information among the employees. It is the process of establishing
relationship, commitment and management. While designing an
employee communication programme the PR department must
focus on understanding the composition of the employees to whom
the communication is directed. The public relations officer must
know the needs, objective and problems of his employees. It is also
important to identify the different types of employees according to
their status positions, privileges and what is the impression of the
employees towards the organisation.
Requirement for effective employee communication
Employee communication must be recognised as an essential tools of
management.
All the employees must be informed concerning their mutual interest in the
success of the company.
Individual managers must actively support corporate communication efforts.
Communication cannot be left to chance. Emphasis must be placed on
communication and measurement.
The top management must establish a communication climate so that other
department will reflect this climate.
It is necessary to take a long-term investment in professional talent and
communication programming must be made.
The management must recognize its responsibility to listen as well as to speak. It
must also recognise the desire of the employees to help their company.
Organizing Employee Communication
Set a clear Vision and Goal
Be clear and concise
Create a Dialogue, not a Monologue
Foster a Culture of Transparency
Set the tone at the top
Understand your employee
Use many channels
Notify employees first
Match action with words
Emphasize face-to-face communication
Benefits of Good Employee Communications
Engaged Employees
Ensures Consistency
Promotes 2 Way Feedback
Ensure Compliance with Regulatory Bodies
Ensure Common Understanding of Strategy and Goals
Promotes a Positive Attitude Towards Change
Steps in implementing an effective employee
communications programme
Clarify your purpose
Clarify your desired outcome
Know your audience
Develop the strategy
Develop the message
Deliver the message
Evaluate and learn
Role of Management in Employee Communications
Have face-to-face conversations
Keep employees in the loop
Provide avenues for sounding off
Be approachable
Act on what you hear
Importance of Communication in Management
Necessary for planning
Basis of co-ordination
Establishment of effective leadership
Increases managerial efficiency
Promotes Co-operation and industrial peace
Basis of Decision-making
Morale Building and Motivation
Smooth Working of Enterprise
Job satisfaction
CRISIS
Webster’s Dictionary defines crisis
as, “a turning point for better or
worse”. This means that the
situation could turn out to be both
good and bad.
CAUSES OF CRISIS
•Poor maintenance practices
•Human error
•Bad planning
•Material failure
•Unethical or dishonest behavior
•Unresponsive culture
•Leadership failurea
•Poor judgment
•Insufficient training, eg maintenance workers, designers or
accountants
STAGES OF PUBLIC OPINION IN CRISIS
Latent Issues
Event Occurs
Groups forms
Debate occurs
Time lapse
Public Opinion form
Social Action occurs
Group Norms Established
Role of Communication in Crisis
Respond adequately in the moment of crisis. It must be assured that all
the key media as well as the local communities have an ongoing
relationship with the communication channels that are already
established within the company.
The company and its communicators should anticipate in advance
what the media want to know. The companies must understand and
appreciate the media which serves the public for survival and success
and the company just cannot do away with the media.
There should be an effective communication within the organisation.
The employees should be provided sufficient information on matter
concerned to them. It proves as a source of encouragement to the
employees.
RESPONDING TO CRISIS
At the time of crisis use special communication plans
Inform the required people about the crisis
Do not avoid media
Take caution to contain any rumours.
Inform everyone about the crisis
Appoint the spokesperson, to be available for the media
FINANCIAL COMMUNICATION
Financial communication is a branch of public relation
management and is used to build close relation
management and is used to build close relationships with
investors, analysts, and the financial media. It is a
communication process which connects the financial
markets and investing committees with various
organisations who borrow money from the market.
Qualities to handle Financial Communications
You should have a good knowledge about capital market.
You should be aware of the roles and responsibilities of
various regulatory bodies and institutions.
You should be through with the legal aspects of financial
advertising.
You should have a good knowledge of the various styles
involved in corporate reporting.
Audiences for Financial Communications
Partners
Employees
Investors
Financial Analysts
FINANCIAL ADVERTISING
The advertising of financial
businesses and services such as
banks, investment companies,
loans, and mortgages.
Advantages/Importance/Role of Financial
Advertising
Provides information about investment opportunities
Provides education and guidance to investors
Publicity to company and its operation
Reminder to investing class
Support to dealers in investment matters
Goodwill and popularity to companies
Economic and social significance
PR Function in Financial Advertising
The most important decision
Build Trust
Offer a unique benefit and advertising it
Go on Television
Find a unique symbol
Go first class
Unify your advertising
Talk in your customer’s language
Make sure that people know that you really want their business
Make the most of news
Don’t be afraid of long copy