Corporate
Communication and
Public Relations
-by Ms Janhavi Rao
MODULE -- I
CORPORATE KEY CONCEPTS IN CORPORATE
COMMUNICATION : SCOPE AND COMMUNICATION
RELEVANCE
ETHICS AND LAW IN
CORPORATE COMMUNICATION
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 AN IDENTITY
BUILD A BRAND
Responsibilities of Corporate
MANAGE THE REPUTATION Communication
• Corporate Branding
• Minimize Discrepancies
DEVELOP A COMMUNICATION MODEL • Delegate tasks
• Formulate and execute effective procedures
• Mobilize internal and external support
• Coordinate with international business firms
IMPORTANCE
Connecting
Internal Co-
Link with the
ordination outside world
Efficient
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
Reco Dete
gniti rmin
on ation
and of
Visibi Ident
lity Face
ity
for
exter
nal
stak
ehol
ders
Tangi
ble
Quali
ties
Har
moni
ous
Relat
ions
hips
CORPORATE IDENTITY - BENEFITS
CUSTOMER
SENSE OF TRUST
AWARENESS
BENEFITS
INSTANTLY
STOCKS
RECOGNIZABLE
SENSE OF CULTURE EMPLOYEES
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
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
DEFAMATION
by Ahmed and Nida
Thank You