corporatepublicrelationsdefiningtheparameter(ppt31)-經(jīng)營(yíng)管理(完整版)
【正文】 arget groups ?Marketing munication: munication with target markets/customer groups ?Organisational munication: prising public relations, investor relations, corporate advertising etc Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 MARKETING: Public Relations amp。 MARKETING: Public Relations amp。 MARKETING: Public Relations amp。 Corporate Communications Module Defining corporate public relations It is difficult to find a universally accepted definition of corporate public relations which defines the parameters of the function. corporate public relations is perhaps best understood as the ?umbrella’ function embracing the range of munications functions concerned with managing an anisation?s relationships with all strategically important stakeholder groups those groups that might limit the autonomy of the anisation or who are affected by the anisation?s actions. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 Corporate Communications Module Key Players Keep Informed Hardest to reach at a minimum Keep Satisfied Interest Matrix Level of Interest High Low High Low Minimal Effort Power Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 Corporate Communications Module Blauw (1994) defines corporate munications as。 MARKETING: Public Relations amp。... ?What tone of voice will be used to municate the message. More specific munications plans are then drawn up detailing the knowledge, attitudes and behaviour that the plans are intended to produce. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 Corporate Communications Module What activities prise the corporate PR/ corporate munications function? The activities or subfunctions which are normally seen to be part of the corporate PR/ Comms function may vary from anisation to anisation, depending on the the way the munications function is structured and the perceived needs of the anisation, in terms of [corporate] munications. Here, the range of subfunctions that might be found in a relatively large anisation?s corporate Comms. department might include : Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 Corporate Communications Module Where larger corporate PR/ Comms functions do exist, the majority of the staff tend to be engaged in more tactical media relations/ publicity work. At Diageo a leading international premium drinks group, the corporate munication function prises some 23 people in the group HQ function divided between five areas: ?External munications ?Internal munications ?Brand and market team ?Corporate citizenship ?Scottish operations The HQ function is supported by regional functions anised around the key geographical markets/ businesses. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 Corporate Communications Module Organisation Organisational goals Organisation?s position and image What action is required from each of its stakeholders Messages/Images Content / structure of messages Channel selection Stakeholders Defining key stakeholder groups Stakeholder perceptions of the anisation Attitudes/ behaviour towards issues/ ?s stance on issues consequences Stakeholder responses Outes did the stakeholders respond in the way desired? consequences Strategic Corporate Communication Model Adapted from Argenti (1998) Presented B
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