CORPORATE COMMUNICATION

* Downward, upward, horizontal, diagonal

* Image-building communication within a company

and with the public

* Making managers better communicators

CORPORATE COMMUNICATION

˜ It denotes the governance of an organization's image-

building communication with itself and with the
outside world.
IMAGE BUILDING COMMUNICATION WITHIN THE
COMPANY AND WITH PUBLIC

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OBJECTIVES
˜ 1. Creating an awareness about the company, goals, products and
services where it counts.
˜ 2. Sustaining the awareness as an ongoing process, keeping in mind
what the competitors are doing, and knowing that public memory is
short.
˜ 3. Striving to be accepted by the various publics. Special efforts are
required to be accepted by employees.
˜ 4. Creating a bond of trust. In times of rumors, misinformation etc. a
company has to establish the truth.
˜ 5. In normal time too the company has to promote its reliability. ( just
consider the frequent use of words like believe, trust, reliable, safe, 100%
etc. in building a company image).
˜ 6. Getting cooperation from various quarters. A company has many
publics on whom it has to depend. Government organizations, providers
of various services etc. has to be wooed in such a way that they willingly
help the company.
˜ 7. Earning recognition. It is not enough to perform feats but it is
necessary to get these noticed and talked about.
THE ¶PUBLICS· OF AN ORGANIZATION
˜ Publics of a Supermarket
˜ Publics of a Holiday resort

˜ Publics of a Bank
WITHIN THE ORGANIZATION

  




  

˜ Receive and react to communication from other

departments
˜ Send appropriate information to his colleagues

˜ Transmit new ideas to his higher-ups

˜ Brief his subordinates to get things done the

required way
˜ Keep his communications free from bias
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˜ Counseling and dialogue

˜ Self-expression forums

˜ Publications

˜ Free films, entertainment shows, educative lectures

˜ Felicitations

˜ Inviting family members by creating occasions

˜ How Pubic Relations differ from propaganda and
advertising?
EXTERNAL PR
˜ Customers
˜ Financiers

˜ General Public

˜ Institutions
TOOLS OF PR
˜ 1.TV

˜ 2. Print Media
˜ 3. Films

˜ 4. Literature

˜ 5. Direct Mail

˜ 6. Internet

˜ Computer Median Communication

˜ 7. Radio

˜ 8. Advertising

˜ 9. Oral communication and stage manners

10. Corporate Gifts/ Calendars

OUTSIDE THE ORGANIZATION
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˜ House Journals,

˜ Corporate Brochures,

˜ Information Booklets,

˜ Press conferences,

˜ Press releases,

˜ Advertising.
HOUSE JOURNALS
˜ Is a company·s own magazine primarily for
internal circulation, with itself as the main
theme.
˜ Bulletins

˜ Newsletters

˜ Websites

˜ Video magazines
CONTENTS
˜ New developments involving the company·s top brass,
their visits and meetings with leaders and dignitaries.
˜ Inaugurations, new branches, major postings,
reshuffles
˜ Employees· and their families· achievements in exams,
public service, sports, fine arts etc.
˜ Humor, especially related to the company·s line of
functioning. Scholarly writings on the company·s field
of activity
˜ Creative writing, viz. poems, stories, satires
˜ Photographs related to the above or of general interest
˜ Paintings by the employees and their relatives
˜ Goodwill activities like donations, tree plantations,
schemes for handicapped
˜ Grant of scholarships and letters from the readers
˜ Air India ² Magic Carpet
˜ RBI ² Without Reserve

˜ HLL ² Hamara

˜ Bank of India ² The Teller

˜ MTNL ² Antarang

˜ Telco Ltd ² Telco Parivar

CORPORATE BROCHURE
˜ Are the printed handouts as small as leaflet or as large
as a booklet or folder, usually using glossy paper and
color pictures to enhance the effect.
˜ Done by copywriters, graphic artists and publicity
personnel.
NATURE OF A BROCHURE
˜ Publicity instrument
˜ Polished prose with minimal words
˜ Pictures, diagrams, charts, tables
˜ Close-up technical pictures
˜ Sample of the product
˜ Catchy headline or matter-of-fact statement of
the product
˜ Best understood language
˜ Expensive to produce and need to be circulated
without waste
˜ Quantity of the prints
INFORMATION BOOKLET

˜ Is simpler and more detailed than a brochure, which a

pithy publicity device.
˜ A variant of information booklet is the instructions
manual.
PRESS RELEASES
˜ One of the most important method of Public Relations
of an organization.
˜ To keep the public or a target section of it properly
informed about a company·s activities, especially those
of news value, it has to issue timely press releases.
˜ Ex: on launching of a new product, development of a
new site/project etc.,
NATURE OF A PRESS RELEASE
˜ Press Release is primarily informative and
persuasive
˜ It is generally given on the company·s
letterhead by a responsible officer (PRO)
˜ Most Newspapers have a business page where
the press releases appear after conversion into
news items.
˜ If it is to promote a product, the AIDA formula
is used. A press release is usually supported by
an advertisement.
˜ To get the press releases a good coverage, a
company (PRO) needs to maintain cordial
relations with the media.
˜ The PR department has to follow up after giving a
press release to ensure that ; it is reported duly and
accurately to avoid omissions and misrepresenting.
˜ A press release is part of a complex PR operation and
requires much activity before, after and alongside to
make the best impact.
COMPOSING AND DELIVERING
PRESS RELEASES
˜ It should be prompt.
˜ It should select the mass media to overall
concerned readers, viewers, etc
˜ The headline itself should sum up the story. And
should be followed up by a lead( opening line)
˜ It should not hurt any interest group or the news
editor·s sense of values.
˜ It should reach the specialized desk and find the
functionary in a favorable mood about it.
˜ Some press releases are in two parts-a letter
requesting the editor to publish it, and then the
release of itself.
 Covering letter

The Editor
The Times of India
Mumbai

Dear Sir,
To inform the public correctly about the safe food
value of our chickens, we enclose a write-up
giving the facts. We request you to publish it in
your daily at the earliest, as the matter affects
thousands of workers, dealers, chicken
consumers and birds.
We trust you will, as always support the cause of
truth.
Thanks & regards,

Yours faithfully

Public Relations Office

Encl.
Press Release

Chicken consumers will be glad to note that they can go on

with their favorite food as long as they stick to VIGOUR.
VIGOUR chickens are grown in the bird-flu free state of
Haryana. From the farm to the shopping bag they move in
hygienic conditions. Our farms, spread over hundreds of
acres of clean land, are backward integrated: there is
centralized supervision of every stage of production using
stringent quality control of international standards.

For better information of our consumers, we also inform them that at

temperatures of 70 degrees and above, the bird-flue virus cannot
survive, hence food habits that ensure this (as in most Indian homes)
automatically stay free from bird-flu. In case of any questions, the
enquirers may visit us at www.vigourfarm.com or ring at XXXXXXXX
PRESS CONFERENCE

˜ A press conference is held to interact with the media

rather than just pass on one-way information.
˜ It creates a sense of occasion.
It is helpful to

˜ 1. Launch a product, a new model, etc

˜ 2.Declare the opening of anew project/business, etc
˜ 3. Announce a merger, takeover, new appointment, etc.
˜ 4. Give Company·s version in case of rumors or crises,
˜ 5. Give news of achievements, breakthroughs
˜ 6. Announce schemes, discounts, etc.
PLANNING A PRESS CONFERENCE

˜ Suitable place, time , spokesperson and message

˜ The invitation, intellectual bait, and well-timed repeat
contacts
˜ Use presentation devices like slides, film clippings,
models, actual products , etc
STAGES
˜ Greeting
˜ Outline

˜ Important Information

˜ Summary

˜ Question and Answer session

˜ Body message

˜ Conclusion