Corporate Communication and Public Relations
-by Ms Janhavi Rao
MODULE -- I
CORPORATE KEY ETHICS AND
COMMUNICAT CONCEPTS IN LAW IN
ION : SCOPE CORPORATE CORPORATE
AND COMMUNICAT COMMUNICAT
RELEVANCE ION ION
FOUNDATION OF CORPORATE COMMUNICATION
CORPORATE COMMUNCIATION : SCOPE AND RELEVANCE
Introduction
Meaning and Scope
Corporate Communication in India
Need/Relevance of Corporate Communication in Contemporary Scenario
KEYS CONCEPTS IN CORPORATE COMMUNICATION
Corporate Identity: Meaning and Features
Corporate Image: Factors Influencing Corporate Image
Corporate Reputation: Meaning, Advantages of Good Corporate Reputation
ETHICS AND LAW IN CORPORATE COMMUNICATION
Importance of Ethics in corporate communication
Corporate Communication and Professional Code of Ethics
Mass Media Laws: Defamation, Invasion of Privacy, Copyright Act, Digital Piracy, RTI
INTRODUCTION and DEFINITION
Corporate communication refers to
Process of communication through which managers, supervisors and executives
exchange their views, opinions, feelings etc. with the subordinates and employees in
any corporate organization and
Negotiate with the outside world with a view to fulfilling the objectives of the
organization.
Jackson defines Corporate Communication as “the total
communication activity generated by a company to achieve its
planned objective.”
According to Joep Cornellisen “ Corporate Communication is a
management function that offers a framework for the effective
coordination of all internal and external communication with the
overall purpose of establishing and maintaining favourable
reputation with the stakeholders groups upon which the
organisation is dependent.
MEANING
Is a Management Function or department like marketing, HR, Finance, Operations etc.
Stems from the Latin words “body” (corpus) and for “forming into a body” (corporare)
Emphasizes on a unified way of looking at ‘internal’ and ‘external’ communication
discipline
Set of activities involved in managing and orchestrating all internal and external
communications
Aimed at creating favourable point of view among the stakeholders on which the
company depends
It is messages issued by corporate bodies to its audiences (employees, media, channel
partners and the general public)
Communicating the same message to all stakeholders to transmit coherence,
credibility and ethic.
CHARACTERISTICS OF CORPORATE
COMMUNICATION
Formal Communication
Informal Communication
Internal and External Communication
Oral and Written Communication
Wide Coverage
Means of Communication
Feedback
Long Term system
Continuous flow of Communication
Reliable Information
SCOPE OF CORPORATE COMMUNICATION
CREATE BUILD A MANAG DEVELO
AN BRAND E THE PA
IDENTIT REPUTA COMMU
Y TION NICATIO
N Responsibilities of Corporate
MODEL Communication
Corporate Branding
Minimize Discrepancies
Delegate tasks
Formulate and execute effective
procedures
Mobilize internal and external support
Coordinate with international business
firms
IMPORTANCE
Internal Co- Connecting Motivation Efficient
ordination Link with the Management
outside world
Speed Corrective Leadership Decision
Measures Making and
Implementati
on
Discipline Training
and Peace
CORPORATE COMMUNICATION IN INDIA
Liberalisation, Privatisation, Globalisation (CCPR to overcome bureaucracy and red tapism)
Corporate Branding and Reputation through Digital Media
As a profession
Scope due to Competition, need to communicate, dynamism
Department depends on size
Impact of CC is seen in all areas
Future Prospects
NEED AND RELEVANCE OF CORPORATE
COMMUNICATION
To create brand Identity
To have a better rapport
To face Competitive and information driven business
To Highlight the performance
To advertise New products and services
To limit the negative argument
Major role in creating and maintaining the business image
Reputation Management
Identity
Who you are
Image
What do stakeholders think of whom you are and who you tell them who you are
Reputation
What do all the stakeholders think of whom you tell them you are and what have you done
CORPORATE IDENTITY-DEFINITION
Composed of three parts
Corporate design (Logos, colours)
Corporate Communication (advertising, PR)
Corporate behaviour (vaues, norms)
Corporate identity is the strategy which helps to increase the economic performance and
the efficiency of the company. It co ordinates achievements, values and information, and
leads to integration in the sense of cooperation. – Hannebohm/Blocker
Corporate identity is the tangible manifestation of the personality of the company. It is
the identity which reflects the projects and the real personality of the company. - Olins
CORPORATE IDENTITY-FEATURES
Determination of Identity
Face for external stakeholders
Tangible Qualities
Harmonious Relationships
CORPORATE IDENTITY - BENEFITS
ENEFITS
SENSE OF TRUST STOCKS EMPLOYEES SENSE OF CULTURE INSTANTLY CUSTOMER
RECOGNIZABLE AWARENESS
CORPORATE IMAGE - INTRODUCTION
Image is the set of beliefs, ideas and impression a person holds regarding an
object. This is also applicable to business. – Philip Kotler
Corporate Image is the set of ideas, beliefs and impression a person i.e.
customer, shareholder and employee holds regarding the object i.e. the
company.
It is the mental picture that springs up at the mention of the firms name.
It can change overnight from positive to negative to neutral.
It is the perception that the stakeholders hold in the minds of the customer
CORPORATE IMAGE - FACTORS
Quality and Pricing of the products
Attractiveness and safety of the product
Dealer Relationship and the attitude of dealers towards the company
Discounts, credit facilities and after sales services offered
Sales Policies and Sales Promotion techniques used
Advertising and d campaigns of the company and the logo used
Press relations of the company including press publicity
Discharging of social responsibilities
Consumer service, consumer protection and welfare
Attitude towards female employees and special children
Financial position of the company management practice and socio-economic objective of
the company
IMPORTANT MEASURES FOR POSITIVE IMAGE
BUILDING
CONSUMER PROTECTION AND SATISFACTION
FAIR TREATMENT TO ALL SOCIAL GROUPS
POLLUTION CONTROL MEASURES
SUPPORT SPORTS AN DCULTURAL ACTIVITIES
MAINTAIN HIGH LEEVL OF EFFICIENCY AND PRODUCTIVITY
FINANCIAL SUPPORT IN TIME SO FNATURAL CALAMITIES
ETHCIAL WORK ENVIRONMENT
CORPORATE REPUTATION
Refers to collection of a corporations past actions and the ability of the company
to deliver improving business results to multiple stakeholders over time.
Assessment in terms of financial soundness, quality of management, products
and service market competitiveness.
It is the overall estimation in which an organization is held by its internal and
external stakeholders based on its past actions and probability of its future
behaviour. – Charles Fombrun
CORPORATE REPUTATION - ADVANTAGES
Employees Customers Investors Charge premium
price
Supports during Product International Others
crisis Differentiation Expansion (Suppliers/Gover
nment etc.)
ETHICS AND LAW IN COPORATE
COMMUNICATION
Refers to a code of conduct that guides an individual while dealing with others.
Relates to the rules and values that motivate people to be honest in dealing with others
Derived from the greek word “ethos”
What to do and what not to do.
IMPORTANCE OF ETHICS
Ethics correspond to basic human needs
Values create credibility with public
Values give credibility to management
Values help better decision making
Ethics and profits
Law cannot always protect society
CORPORATE COMMUNICATION AND
PROFESSIONAL CODE OF ETHICS
Honesty
Confidentiality
Credit
Free Speech
Courtesy
DEFAMATIONby
Ahmed and Nida
Thank You