corporatepublicrelationsdefiningtheparameter(ppt31)-經(jīng)營管理-資料下載頁
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【導(dǎo)讀】ofthefunction.the?anisation?anisation?sactions.Customers. Employees. Relevantmunities. Suppliers. intheshortterm.munications.
【正文】 ciate Lecturer – MA ADVERTISING amp。 MARKETING: Public Relations 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 By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 MARKETING: Public Relations amp。 Corporate Communications Module Management Decisions Publics Behaviour of Publics creates Issues Organisational Reputation Achievement of Org. Goals Relationship oute Consequences Consequences Crisis management Comms Programmes Relationship Mgt Conflict Mgt Model of Strategic Management of PR/Corporate Comms No consequences Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 MARKETING: Public Relations amp。 Corporate Communications Module Another way of thinking about the scope of the work of the corporate PR/Comms function is to consider the areas of ?domains’ with which the anisation may interact. Each of these ?domains? focus around particular sets of stakeholders and may give rise to differing sets of issues that the anisation has to address. Here the ?munications domain’ is seen as the linking mechanism through which the anisation responds to the issues/ challenges that may emerge from each of the other domains. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 MARKETING: Public Relations amp。 Corporate Communications Module Organisation COMMUNICATIONS DOMAIN Corporate identity Media relations Corporate advertising /munications Financial Domain Financial performance Investor relations Takeovers/ mergers Business Domain Customer relations Trade relations Supplier relations petition Political Domain Legislation Regulatory issues EU directives Employee Domain Employment policies Trades unions Equal opportunities Restructuring Community Domain Corporate citizenship Community relations Corporate responsibility Environmental Domain Environmental policies Conservation issues groups The key domains of the corporate PR function。 Interrelationship of areas of concern Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 MARKETING: Public Relations amp。 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。 corporate giving. (CSR) Developing local munity relations programmes (CSR) Building relationships with the financial munity/media/City Handling the release of financial results Helping to defend the pany during hostile takeover Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 MARKETING: Public Relations amp。 Corporate Communications Module
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