corporatepublicrelationsdefiningtheparameter(ppt31)-經(jīng)營管理-在線瀏覽
2024-10-19 15:50本頁面
【正文】 ty work. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 Corporate Communications Module Confusion over Functional Titles Nowadays it is mon to find a range of titles used to designate the corporate PR function。 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 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 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 Communications Module Such stakeholder groups may be quite diverse in nature but broadly include the following major groups: ? Customers ? Employees ? Investors/Financial munity ? Relevant munities ? Suppliers ? Trade intermediaries/ Retailers ? Government /Regulators Here munication functions may be anised around each of these major groups. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING 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 CORPORATE PUBLIC RELATIONS DEFINING THE PARAMETERS Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。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。 MARKETING: Public Relations amp。 MARKETING: Public Relations amp。 MARKETING: Public Relations amp。 corporate affairs, public affairs, external affairs and increasingly corporate munications. Indeed it is increasingly rare to find the term “corporate public relations” used as the functional title. This is largely due to the negative connotations often associated with the term “PR” wh
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