企业公关（英文）

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1、MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleCORPORATE PUBLIC RELATIONSDEFINING THE PARAMETERSMA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleDefining corporate public relationsIt is difficult to find a universally accepted definition of

2、 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 communications functions concerned with managing an organisations relationships with all strategically important stakeholder

3、 groups- those groups that might limit the autonomy of the organisation or who are affected by the organisations actions.MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleSuch stakeholder groups may be quite diverse in nature but broadly include the following major groups

4、:q Customersq Employeesq Investors/Financial communityq Relevant communitiesq Suppliersq Trade intermediaries/ Retailersq Government /RegulatorsHere communication functions may be organised around each of these major groups.MA ADVERTISING & MARKETING: Public Relations & Corporate Communications Modu

5、leEach of these stakeholder groups may hold differing expectations of a company/organisation and hence, judge an organisation according to differing criteria.ExampleInvestors expect sound management and financial performance, whereas customers want reliable products and services and employees expect

6、 good work environments and to be treated fairly and honestly.Balancing these different demands can prove difficult, particularly in the short term.ExampleInvestor demands may be incompatible with those of employees in terms of cost reduction vs. job security.MA ADVERTISING & MARKETING: Public Relat

7、ions & Corporate Communications ModuleEqually organisations may have to prioritise which of these groups it needs to communicate 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 int

8、erest in particular issues and who therefore require the greatest effort and conversely which can be given less attention or ignored.MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleKey PlayersKeep InformedHardest to reach at a minimumKeep SatisfiedInterest Matrix Level

9、of InterestHighLowHighLowMinimal EffortPowerMA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleConfusion over Functional TitlesNowadays it is common to find a range of titles used todesignate the corporate PR function; corporate affairs,public affairs, external affairs and

10、 increasingly- corporate communications.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” which tends to be associated with the manipulation of the media, spi

11、n and tactical publicitywork.MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleHowever, at least conceptually, public relations is the appropriate term to describe the range of communicationactivities concerned with managing relationships withan organisations publics.Auth

12、ors such as Argenti (1998) see public relations as a largely tactical activity out of which more sophisticatedcorporate communications departments have grown since the 1970s in response to the more challenging environmentsin which organisations operate nowadays.Here Argenti associates PR primarily w

13、ith media relationsactivity whereas he see corporate comms. as a strategic communication function.MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleBlauw (1994) defines corporate communications as; “ the integrated approach to all communication producedby an organisation,

14、 directed at all relevant groups”Jackson (1987) suggests;“Corporate communication is the total communication activity generated by a company to achieve its plannedobjectives”& van Riel (1992) suggests adapted;Corporate communication is an instrument of management by which all consciously used forms

15、of internal and external communication are harmonised effectively to create afavourable basis for relationships with key target groupsMA ADVERTISING & MARKETING: Public Relations & Corporate Communications Modulevan Riel (1992) suggest that corporate communication integrates three main forms of comm

16、unication in organisations:Management communication: senior management communication with internal & external target groupsMarketing communication: communication with target markets/customer groupsOrganisational communication: comprising public relations, investor relations, corporate advertising et

17、cMA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleHere the term “organisational communication” is used to refer to all forms of communications other than marketing communications - what public relations scholars would normally see as the domain of public relations and pu

18、blic affairs.Thus van Riel views public relations as a narrower sub-set of organisational communicationvan Riels argument is that the failure to integrate thesecommunication function leads to a fragmentation of the messages communicated by the organisation and he argues that the total communication

19、effort needs to be managed collectively to achieve a coherent communications policy.MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleHere van Riel emphasises the need to orchestrate all communication towards a coherent whole which he sees as directing a companys communic

20、ations policies from within a corporate strategy- corporate identity corporate image triangle.He suggests that the communications specialisms jointly develop common starting points CSP from the chosen communications strategy, which is itself derived from the companys actual and desired identity and

21、company image. These CSPs represent the central values which underpin and guide all communications activity.MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleStrategyIdentityImageCSPsManagementCommMarketingcommsOrganisationalCommsMA ADVERTISING & MARKETING: Public Relatio

22、ns & Corporate Communications ModuleThese CSPs van Riel suggests can be defined at both an organisational level and also for each business unit. In both cases they are defined in terms of:What each organisation/business unit promises to its stakeholdersHow they intend to prove this&.What tone of voi

23、ce will be used to communicate the message.More specific communications plans are then drawn up detailing the knowledge, attitudes and behaviour that the plans are intended to produce. MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleHowever van Riel acknowledges that co

24、rporate communication should not be seen as a new discipline, rather a new way of looking at communication.He views corporate communication as closely bound up with the concepts of corporate identity and image in that corporate communication in all its forms is the chief controlled means by which an

25、 organisations identity is communicated to external groups and thus influences the image that they hold of it.MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleWhy is the communication function increasingly recognised as vital to organisational success?Nowadays it is gene

26、rally accepted that organisations facegreater challenges in pursuing their goals than was the case perhaps 20 years ago.The factors which have so radically changed attitudes towards communication include:qGreater scepticism and hostility towards big businessqMore sophisticated and powerful consumer

27、groupsMA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleqGlobalisation of the media and more intrusive media reportingqMore powerful and sophisticated activists groupsq Increasing regulation of business reflecting societys changing expectations of businessq Better educate

28、d and more demanding employeesqGreater acceptance by management of the need for big business to act as more responsible corporate citizensMA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleWhat activities comprise the corporate PR/ corporate communications function?The act

29、ivities or sub-functions which are normally seen to be part of the corporate PR/ Comms function may vary fromorganisation to organisation, depending on the the way the communications function is structured and the perceived needs of the organisation, in terms of corporate communications.Here, the ra

30、nge of sub-functions that might be found in a relatively large organisations corporate Comms. department might include :MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleThe Range of Sub-Functions that might come under the Umbrella of Corporate PR/ CommunicationsqMedia re

31、lationsqEmployee communicationqCorporate advertisingqCommunity relationsq Investor relations/Financial PRqIssues managementMA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleqCorporate identity designqCrisis communicationqSpeech writingqCorporate Donations/SponsorshipqEnvi

32、ronmental managementqGovernment relationsq Brand and market-related communicationsMA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleThe extent to which these functions exist will depend to a large degree on the size and structure of the organisation and of the PR/Comms De

33、pt. itself.Even in relatively large organisations, there may be onlya relatively small team of practitioners responsible for carrying out all the communications activities rather than having specialists responsible for each sub-function.This is particular true of UK organisations where the corporate

34、 PR/ comms. function is still at a relatively early stage of development. MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleWhere larger corporate PR/ Comms functions do exist, the majority of the staff tend to be engaged in more tactical media relations/ publicity work.A

35、t Diageo a leading international premium drinks group, the corporate communication function comprises some 23 people in the group HQ function divided between five areas:External communicationsInternal communications Brand and market teamCorporate citizenshipScottish operationsThe HQ function is supp

36、orted by regional functions organised around the key geographical markets/ MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleAt Standard and Chartered Bank the HQ Corporate Affairs department is comprised of only 9 staff, although there are some 45+ people working in corp

37、orate affairs in separate branch offices based in Africa, Asia and Europe.At Manchester Airport the corporate affairs department comprises some 14/15 staff who are responsible for media relations, employee communications, partner business communications, community relations and public MA ADVERTISING

38、 & MARKETING: Public Relations & Corporate Communications ModuleIn 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 organisations seem to be relying increasingly on a relatively small team of

39、in-house practitioners who handle the more strategic aspects of the work, issues management, comms planning, government liaison, etc. External agencies may then be employed to support the tactical implementation of communication programmes.MA ADVERTISING & MARKETING: Public Relations & Corporate Com

40、munications ModuleConceptualising the Corporate Communications process:Several models have been advanced to help conceptualise the role and process of corporate communications. These models emphasise the importance of analysing the relationships between organisations and their stakeholders and the c

41、onsequences of their respective behaviours/action for the other party(ies).Here corporate comms serves as a mediating force to help create understanding, build relationships and resolve potential conflict.MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleOrganisationOrgan

42、isational goalsOrganisations position and imageWhat action is requiredfrom each of its stakeholdersMessages/ImagesContent / structureof messagesChannel selectionStakeholdersDefining keystakeholder groupsStakeholder perceptionsof the organisationAttitudes/ behaviourtowards issues/ orgsstance on issue

43、sconsequencesStakeholderresponsesOutcomes did the stakeholdersrespond in the way desired?consequencesStrategic Corporate Communication Model Adapted from Argenti (1998)MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleManagement DecisionsPublicsBehaviour of Publics create

44、sIssuesOrganisationalReputationAchievement ofOrg. GoalsRelationshipoutcomeConsequencesConsequencesCrisismanagementComms ProgrammesRelationship MgtConflict MgtModel of Strategic Management of PR/Corporate CommsNo consequencesMA ADVERTISING & MARKETING: Public Relations & Corporate Communications Modu

45、leAnother 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 organisation may interact.Each of these domains focus around particular setsof stakeholders and may give rise to differing sets ofissues that the organisation h

46、as to address.Here the communications domain is seen as the linking mechanism through which the organisationresponds to the issues/ challenges that may emerge from each of the other domains.MA ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleOrganisationCOMMUNICATIONS DOMAI

47、NCorporateidentityMedia relationsCorporate advertising /communicationsFinancial DomainFinancial performanceInvestor relationsTakeovers/ mergersBusiness DomainCustomer relationsTrade relationsSupplier relationscompetitionPolitical DomainLegislationRegulatory issuesEU directivesEmployee DomainEmployme

48、nt policiesTrades unionsEqual opportunitiesRestructuringCommunity DomainCorporate citizenshipCommunity relationsCorporate responsibilityEnvironmental DomainEnvironmental policiesConservation issuesEnv.pressure groupsThe key domains of the corporate PR function; Interrelationship of areas of concernM

49、A ADVERTISING & MARKETING: Public Relations & Corporate Communications ModuleExamples of Corporate PRComms ActivityHandling the introduction of a new corporate identityHelping to manage major corporate restructuringDesign and maintenance of internal communications systemsSupporting business expansio

50、n through building the organisations corporate/brand reputationDefending the organisation fromcriticism by external bodies/ mediaManaging corporate donations& corporate giving. (CSR)Developing local communityrelations programmes (CSR)Building relationships with the financial community/media/CityHandling the release of financial resultsHelping to defend the company during hostile takeoverMA ADVERTISING & MARKETING: Public Relations & Corporate Communications Module