【正文】 Public Relations amp。 Corporate Communications Module Each of these stakeholder groups may hold differing expectations of a pany/anisation and hence, judge an anisation according to differing criteria. Example Investors expect sound management and financial performance, whereas customers want reliable products and services and employees expect good work environments and to be treated fairly and honestly. Balancing these different demands can prove difficult, particularly in the short term. Example Investor demands may be inpatible with those of employees in terms of cost reduction vs. job security. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 Corporate munication is an instrument of management by which all consciously used forms of internal and external munication are harmonised effectively to create a favourable basis for relationships with key target groups Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 Corporate Communications Module Why is the munication function increasingly recognised as vital to anisational success? Nowadays it is generally accepted that anisations face greater challenges in pursuing their goals than was the case perhaps 20 years ago. The factors which have so radically changed attitudes towards munication include: ?Greater scepticism and hostility towards big business ?More sophisticated and powerful consumer groups Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 Corporate Communications Module In recent years there has been a trend towards downsizing centralised functions in all fields and this trend has been seen in the PR Corporate Comms area where anisations seem to be relying increasingly on a relatively small team of inhouse practitioners who handle the more ?strategic’ aspects of the work, issues management, ms planning, government liaison, etc. External agencies may then be employed to support the tactical implementation of munication programmes. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 Corporate Communications Module 。 Corporate Communications Module Conceptualising the Corporate Communications process: Several models have been advanced to help conceptualise the role and process of corporate munications. These models emphasise the importance of analysing the relationships between anisations and their stakeholders and the consequences of their respective behaviours/action for the other party(ies). Here corporate ms serves as a mediating force to help create understanding, build relationships and resolve potential conflict. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING 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 citizens 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。 Corporate Communications Module Equa