Master of Arts in Communication : Corporate Communication Studies
Course : Principle of Corporate Communications (1409PCC05)
elearning.lspr.edu Session Topic : PR & Corporate Communication Course: Principles of Corporate Communication By Dr. Nico Wattimena Ph.D MCIPR LSPR eLearning Program Powered by HarukaEdu.com - 1409PCC05- Hal 3 An organizations reputation, profitability and its continued existence can depend on the degree to which its targeted public support its goals and policies A public relations representative, Has direct impact on corporate communication, Is the one responsible for dealing with the media, interviews and other forms of public image. PR : With Corporate Communication Powered by HarukaEdu.com - 1409PCC05- Hal 4 Many definitions of Public relations. In short, it could be defined as, using the news to carry positive stories about the company and its products, cultivating a good relationship with the media. PR: Definition Powered by HarukaEdu.com - 1409PCC05- Hal 5 Corporate communication, Is the sending of messages from a large and established company or organization. Can be with the public, but is also used in business-to-business matters and internally. PR: Definition (cont.) Powered by HarukaEdu.com - 1409PCC05- Hal 6 A public relations representative Responsible for : all forms of corporate communication between a particular organization and the public. Purpose : To properly represent the company and maintain a positive and attractive image that people would want to support. PR: Purpose Powered by HarukaEdu.com - 1409PCC05- Hal 7 Many times negative talk about a company can transpire. It is the PR reps responsibility to address unjustified information with the truth. If some of the negative talk is justified, the PR reps should address and apply a positive spin to what could be perceived as negative. PR: Purpose (cont.) Powered by HarukaEdu.com - 1409PCC05- Hal 8 Mass media corporate communication is, Any communication from the corporation to the public using mass media. Commonly seen in the form of press conference. Mass media can assist the company in rapidly sending key messages to the public. Corporate communications can be face-to-face. Example: when PR, Uses interpersonal communication Dealing with business-to-business matters Communicate directly with people in the organization. PR: Types Powered by HarukaEdu.com - 1409PCC05- Hal 9 Involving PR representatives in corporate communications. Main benefits: Can, Carry the weight of maintaining positive company image so top management does not have to concern themselves with it. Ensure the public stays informed of developing corncerns or news. Create accountability and a check-and-balances system. PR: Benefits Powered by HarukaEdu.com - 1409PCC05- Hal 10 Common misconception : a PR representatives top objective is to, slants facts to work for the benefit of the company. PR: Misconceptions Powered by HarukaEdu.com - 1409PCC05- Hal 11 Actual: a PR representatives top objective is to, Deliver truthful facts to the press and public. Develop an action plan on how to appropriately communicate difficult matters. Implements crisis communication so the public understands a particular situation in its entirety with accurate and complete statements that do not harm the companys public image. PR: Misconceptions (cont.) elearning.lspr.edu Associate Partners : Powered by HarukaEdu.com Course : Principle of Corporate Communications (1409PCC05)