corporatepublicrelationsdefiningtheparameter(ppt31)-經(jīng)營管理-展示頁
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【正文】 y: 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 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 However van Riel acknowledges that corporate munication should not be seen as a new discipline, rather a new way of looking at munication. He views corporate munication as closely bound up with the concepts of corporate identity and image in that corporate munication [ in all its forms] is the chief [controlled] means by which an anisation?s identity is municated to external groups and thus influences the image that they hold of it. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING 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。 MARKETING: Public Relations amp。 MARKETING: Public Relations amp。 MARKETING: Public Relations amp。 MARKETING: Public Relations 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 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 munication is the total munication activity generated by a pany to achieve its planned objectives” amp。 Corporate Communications Module Blauw (1994) defines corporate munications as。 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。 and tactical publici
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