corporatepublicrelationsdefiningtheparameter(ppt31)-經(jīng)營管理-免費(fèi)閱讀
【正文】 Corporate Communications Module Examples of Corporate PR Comms Activity Handling the introduction of a new corporate identity Helping to manage major corporate restructuring Design and maintenance of internal munications systems Supporting business expansion through building the anisation’s corporate/brand reputation Defending the anisation from criticism by external bodies/ media Managing corporate donations amp。 MARKETING: Public Relations amp。 MARKETING: Public Relations amp。 MARKETING: Public Relations amp。 MARKETING: Public Relations amp。 Corporate Communications Module Here the term “anisational munication” is used to refer to all forms of munications other than marketing munications what public relations scholars would normally see as the domain of public relations and public affairs. Thus van Riel views public relations as a narrower subset of anisational munication van Riel?s argument is that the failure to integrate these munication function leads to a fragmentation of the messages municated by the anisation and he argues that the total munication effort needs to be managed collectively to achieve a coherent munications policy. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 “ the integrated approach to all munication produced by an anisation, directed at all relevant groups” Jackson (1987) suggests。 MARKETING: Public Relations amp。 MARKETING: Public Relations amp。 Corporate Communications Module CORPORATE PUBLIC RELATIONS DEFINING THE PARAMETERS Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 Corporate Communications Module Equally anisations may have to prioritise which of these groups it needs to municate with at different times or at least which it will devote the most attention to This may involve assessing which groups hold the greatest power and/or have the greatest interest in particular issues and who therefore require the greatest effort and conversely which can be given less attention or ignored. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 Corporate Communications Module However, at least conceptually, public relations is the appropriate term to describe the range of munication activities concerned with managing relationships with an anisation?s publics. Authors such as Argenti (1998) see public relations as a largely tactical activity out of which more sophisticated corporate munications departments have grown since the 1970s in response to the more challenging environments in which anisations operate nowadays. Here Argenti associates PR primarily with media relations activity whereas he see corporate ms. as a strategic munication function. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 Corporate Communications Module van Riel (1992) suggest that corporate munication integrates three main forms of munication in anisations: ?Management munication: senior management munication with internal amp。 MARKETING: Public Relations amp。 Corporate Communications Module ?Globalisation of the media and more intrusive media reporting ?More powerful and sophisticated activists groups ? Increasing regulation of business reflecting society?s changing expectations of business ? Better educated and more demanding employees ?Greater acceptance by management of the need for big business to act as more responsible corporate ci
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