企业公关（英文）

PresentedBy:RyanBowd,AssociateLecturer–[e-mail]&MARKETING:PublicRelations&CorporateCommunicationsModuleCORPORATEPUBLICRELATIONSDEFININGTHEPARAMETERSPresentedBy:RyanBowd,AssociateLecturer–[e-mail]&MARKETING:PublicRelations&CorporateCommunicationsModuleDefiningcorporatepublicrelationsItisdifficulttofindauniversallyaccepteddefinitionofcorporatepublicrelationswhichdefinestheparametersofthefunction.corporatepublicrelationsisperhapsbestunderstoodasthe‘umbrella’functionembracingtherangeofcommunicationsfunctionsconcernedwithmanaginganorganisation’srelationshipswithallstrategicallyimportantstakeholdergroups-thosegroupsthatmightlimittheautonomyoftheorganisationorwhoareaffectedbytheorganisation’sactions.PresentedBy:RyanBowd,AssociateLecturer–[e-mail]&MARKETING:PublicRelations&CorporateCommunicationsModuleSuchstakeholdergroupsmaybequitediverseinnaturebutbroadlyincludethefollowingmajorgroups:CustomersEmployeesInvestors/FinancialcommunityRelevantcommunitiesSuppliersTradeintermediaries/RetailersGovernment/RegulatorsHerecommunicationfunctionsmaybeorganisedaroundeachofthesemajorgroups.PresentedBy:RyanBowd,AssociateLecturer–[e-mail]&MARKETING:PublicRelations&CorporateCommunicationsModuleEachofthesestakeholdergroupsmayholddifferingexpectationsofacompany/organisationandhence,judgeanorganisationaccordingtodifferingcriteria.ExampleInvestorsexpectsoundmanagementandfinancialperformance,whereascustomerswantreliableproductsandservicesandemployeesexpectgoodworkenvironmentsandtobetreatedfairlyandhonestly.Balancingthesedifferentdemandscanprovedifficult,particularlyintheshortterm.ExampleInvestordemandsmaybeincompatiblewiththoseofemployeesintermsofcostreductionvs.jobsecurity.PresentedBy:RyanBowd,AssociateLecturer–[e-mail]&MARKETING:PublicRelations&CorporateCommunicationsModuleEquallyorganisationsmayhavetoprioritisewhichofthesegroupsitneedstocommunicatewithatdifferenttimesoratleastwhichitwilldevotethemostattentiontoThismayinvolveassessingwhichgroupsholdthegreatestpowerand/orhavethegreatestinterestinparticularissuesandwhothereforerequirethegreatesteffortandconverselywhichcanbegivenlessattentionorignored.PresentedBy:RyanBowd,AssociateLecturer–[e-mail]&MARKETING:PublicRelations&CorporateCommunicationsModuleKeyPlayersKeepInformedHardesttoreachataminimumKeepSatisfiedInterestMatrixLevelofInterestHighLowHighLowMinimalEffortPowerPresentedBy:RyanBowd,AssociateLecturer–[e-mail]&MARKETING:PublicRelations&CorporateCommunicationsModuleConfusionoverFunctionalTitlesNowadaysitiscommontofindarangeoftitlesusedtodesignatethecorporatePRfunction;corporateaffairs,publicaffairs,externalaffairsandincreasingly-corporatecommunications.Indeeditisincreasinglyraretofindtheterm“corporatepublicrelations”usedasthefunctionaltitle.Thisislargelyduetothenegativeconnotationsoftenassociatedwiththeterm“PR”whichtendstobeassociatedwiththemanipulationofthemedia,‘spin'andtacticalpublicitywork.PresentedBy:RyanBowd,AssociateLecturer–[e-mail]&MARKETING:PublicRelations&CorporateCommunicationsModuleHowever,atleastconceptually,publicrelationsistheappropriatetermtodescribetherangeofcommunicationactivitiesconcernedwithmanagingrelationshipswithanorganisation’spublics.AuthorssuchasArgenti(1998)seepublicrelationsasalargelytacticalactivityoutofwhichmoresophisticatedcorporatecommunicationsdepartmentshavegrownsincethe1970sinresponsetothemorechallengingenvironmentsinwhichorganisationsoperatenowadays.HereArgentiassociatesPRprimarilywithmediarelationsactivitywhereasheseecorporatecomms.asastrategiccommunicationfunction.PresentedBy:RyanBowd,AssociateLecturer–[e-mail]&MARKETING:PublicRelations&CorporateCommunicationsModuleBlauw(1994)definescorporatecommunicationsas;“theintegratedapproachtoallcommunicationproducedbyanorganisation,directedatallrelevantgroups”Jackson(1987)suggests;“Corporatecommunicationisthetotalcommunicationactivitygeneratedbyacompanytoachieveitsplannedobjectives”&vanRiel(1992)suggests[adapted];CorporatecommunicationisaninstrumentofmanagementbywhichallconsciouslyusedformsofinternalandexternalcommunicationareharmonisedeffectivelytocreateafavourablebasisforrelationshipswithkeytargetgroupsPresentedBy:RyanBowd,AssociateLecturer–[e-mail]&MARKETING:PublicRelations&CorporateCommunicationsModulevanRiel(1992)suggestthatcorporatecommunicationintegratesthreemainformsofcommunicationinorganisations:Managementcommunication:seniormanagementcommunicationwithinternal&externaltargetgroupsMarketingcommunication:communicationwithtargetmarkets/customergroupsOrganisationalcommunication:comprisingpublicrelations,investorrelations,corporateadvertisingetcPresentedBy:RyanBowd,AssociateLecturer–[e-mail]&MARKETING:PublicRelations&CorporateCommunicationsModuleHeretheterm“organisationalcommu