CCPR Module 3

CORPORATE COMMUNICATION AND PUBLIC RELATIONS

Jackson defined Corporate Communication as, “the total communication activity generated by a company to achieve its planned objectives.”

MODULE 3 Functions of Corporate Communication and Public Relations

Media relations involve working with media for the purpose of informing the public of an organization’s mission, policies and practices in a positive, consistent and credible manner. Typically, this means coordinating directly with the people responsible for producing the news and features in the mass media. The goal of media relations is to maximize positive coverage in the mass media without paying for it directly through advertising.

IMPORTANCE OF MEDIA RELATIONS

Increase brand awareness and achieve company reputation

To find the customers preference and choice Image strategy in Public

SOURCES OF MEDIA INFORMATION News Paper Magazines Books Websites Database Population Census Annual Economic Survey India Yearbook Indian News and Feature Alliance Year Book Audit Bureau of Circulation

PRESS RELEASE Press release means to make the news known publicly or allow to make the news known publicly, sometimes it is also called as handout or news release. The press release is an official statement issued by the government or the organisation. Press release is the most popular way of issuing news, information and article to the press or to give due publicity. Every press release should be prepared carefully and pre-verified before it is distributed.

CHARACTERISTICS OF PRESS RELEASE Brief

Simple language Newsworthy

Factual Truth Suitable for publication Answer to Five W’s

BUILDING EFFECTIVE MEDIA RELATIONS

1)Research your angle: Find the white space Show media that you have read their news and tailor Create a more complete story

2) Anticipate Needs: Visuals Spokesperson availability Quotes and press material Third party experts Questions and answers

3) Introduction and Contacting Media:     

Ask questions Expressing your intentions Connect on a personal level Social media Ask yourself what’s vital

4) Practice Good Habits and Earn Favour  Honour timelines or beat them  Offer and honour exclusive  Amplify news  Read and engage with news that’s not about you.  Bring your reporter in as an expert  Stay in touch

Five classic mistakes to avoid when dealing with the media.

Not understanding the ‘media mind-set’

Not responding quickly enough Not preparing for the interview Not getting to the point

Talking in jargon

Employee Communication Employee communication means sharing of organizational information among the employees. It is the process of establishing relationship, commitment and management. While designing an employee communication programme the PR department must focus on understanding the composition of the employees to whom the communication is directed. The public relations officer must know the needs, objective and problems of his employees. It is also important to identify the different types of employees according to their status positions, privileges and what is the impression of the employees towards the organisation.

Requirement for effective employee communication Employee communication must be recognised as an essential tools of management. All the employees must be informed concerning their mutual interest in the success of the company. Individual managers must actively support corporate communication efforts. Communication cannot be left to chance. Emphasis must be placed on communication and measurement. The top management must establish a communication climate so that other department will reflect this climate. It is necessary to take a long-term investment in professional talent and communication programming must be made. The management must recognize its responsibility to listen as well as to speak. It must also recognise the desire of the employees to help their company.

Organizing Employee Communication Set a clear Vision and Goal Be clear and concise Create a Dialogue, not a Monologue Foster a Culture of Transparency Set the tone at the top Understand your employee Use many channels Notify employees first Match action with words Emphasize face-to-face communication

Benefits of Good Employee Communications Engaged Employees Ensures Consistency Promotes 2 Way Feedback Ensure Compliance with Regulatory Bodies Ensure Common Understanding of Strategy and Goals Promotes a Positive Attitude Towards Change

Steps in implementing an effective employee communications programme Clarify your purpose

Clarify your desired outcome Know your audience Develop the strategy Develop the message Deliver the message Evaluate and learn

Role of Management in Employee Communications

Have face-to-face conversations Keep employees in the loop

Provide avenues for sounding off Be approachable Act on what you hear

Importance of Communication in Management Necessary for planning Basis of co-ordination Establishment of effective leadership Increases managerial efficiency Promotes Co-operation and industrial peace Basis of Decision-making Morale Building and Motivation Smooth Working of Enterprise Job satisfaction

CRISIS Webster’s Dictionary defines crisis as, “a turning point for better or worse”. This means that the situation could turn out to be both good and bad.

CAUSES OF CRISIS •Poor maintenance practices •Human error •Bad planning •Material failure •Unethical or dishonest behavior •Unresponsive culture •Leadership failurea •Poor judgment •Insufficient training, eg maintenance workers, designers or accountants

STAGES OF PUBLIC OPINION IN CRISIS Latent Issues Event Occurs Groups forms Debate occurs Time lapse Public Opinion form Social Action occurs Group Norms Established

Role of Communication in Crisis Respond adequately in the moment of crisis. It must be assured that all the key media as well as the local communities have an ongoing relationship with the communication channels that are already established within the company. The company and its communicators should anticipate in advance what the media want to know. The companies must understand and appreciate the media which serves the public for survival and success and the company just cannot do away with the media. There should be an effective communication within the organisation. The employees should be provided sufficient information on matter concerned to them. It proves as a source of encouragement to the employees.

RESPONDING TO CRISIS At the time of crisis use special communication plans Inform the required people about the crisis Do not avoid media

Take caution to contain any rumours. Inform everyone about the crisis

Appoint the spokesperson, to be available for the media

FINANCIAL COMMUNICATION Financial communication is a branch of public relation management and is used to build close relation management and is used to build close relationships with investors, analysts, and the financial media. It is a communication process which connects the financial markets and investing committees with various organisations who borrow money from the market.

Qualities to handle Financial Communications You should have a good knowledge about capital market. You should be aware of the roles and responsibilities of various regulatory bodies and institutions. You should be through with the legal aspects of financial advertising. You should have a good knowledge of the various styles involved in corporate reporting.

Audiences for Financial Communications Partners Employees Investors Financial Analysts

FINANCIAL ADVERTISING

The advertising of financial businesses and services such as banks, investment companies, loans, and mortgages.

Advantages/Importance/Role of Financial Advertising Provides information about investment opportunities Provides education and guidance to investors Publicity to company and its operation Reminder to investing class

Support to dealers in investment matters Goodwill and popularity to companies Economic and social significance

PR Function in Financial Advertising The most important decision Build Trust

Offer a unique benefit and advertising it Go on Television Find a unique symbol Go first class Unify your advertising Talk in your customer’s language Make sure that people know that you really want their business Make the most of news Don’t be afraid of long copy