企业公关课件

企业公关2024/5/12企业公关DefiningcorporatepublicrelationsItisdifficulttofindauniversallyaccepteddefinitionof

corporatepublicrelations

whichdefinestheparametersofthefunction.corporatepublicrelations

isperhapsbestunderstoodasthe

‘umbrella’

functionembracingtherangeofcommunicationsfunctionsconcernedwithmanaginganorganisation’srelationshipswithallstrategicallyimportantstakeholdergroups-thosegroupsthatmightlimittheautonomyoftheorganisationorwhoareaffectedbytheorganisation’sactions.企业公关Suchstakeholdergroupsmaybequitediverseinnaturebutbroadlyincludethefollowingmajorgroups:CustomersEmployeesInvestors/FinancialcommunityRelevantcommunitiesSuppliersTradeintermediaries/RetailersGovernment/RegulatorsHerecommunicationfunctionsmaybeorganisedaroundeachofthesemajorgroups.企业公关Eachofthesestakeholdergroupsmayholddifferingexpectationsofacompany/organisationandhence,judgeanorganisationaccordingtodifferingcriteria.ExampleInvestors

expectsoundmanagementandfinancialperformance,whereas

customers

wantreliableproductsandservicesand

employees

expectgoodworkenvironmentsandtobetreatedfairlyandhonestly.Balancingthesedifferentdemandscanprovedifficult,particularlyintheshortterm.ExampleInvestordemandsmaybeincompatiblewiththoseofemployeesintermsofcostreductionvs.jobsecurity.企业公关EquallyorganisationsmayhavetoprioritisewhichofthesegroupsitneedstocommunicatewithatdifferenttimesoratleastwhichitwilldevotethemostattentiontoThismayinvolveassessingwhichgroupsholdthegreatestpowerand/orhavethegreatestinterestinparticularissuesandwhothereforerequirethegreatesteffortandconverselywhichcanbegivenlessattentionorignored.企业公关KeyPlayersKeepInformedHardesttoreachataminimumKeepSatisfiedInterestMatrix

LevelofInterestHighLowHighLowMinimalEffortPower企业公关ConfusionoverFunctionalTitlesNowadaysitiscommontofindarangeoftitlesusedtodesignatethe

corporatePRfunction;corporateaffairs,publicaffairs,externalaffairsandincreasingly-

corporatecommunications.Indeeditisincreasinglyraretofindtheterm

“corporatepublicrelations”

usedasthefunctionaltitle.Thisislargelyduetothenegativeconnotationsoftenassociatedwiththeterm

“PR”

whichtendstobeassociatedwiththemanipulationofthemedia,‘spin'andtacticalpublicitywork.企业公关However,atleastconceptually,publicrelations

istheappropriatetermtodescribetherangeofcommunicationactivitiesconcernedwithmanagingrelationshipswithanorganisation’spublics.AuthorssuchasArgenti(1998)seepublicrelationsasalargely

tacticalactivity

outofwhichmoresophisticatedcorporatecommunicationsdepartments

havegrownsincethe1970sinresponsetothemorechallengingenvironmentsinwhichorganisationsoperatenowadays.HereArgentiassociatesPRprimarilywith

mediarelationsactivitywhereasheseecorporatecomms.asa

strategic

communicationfunction.企业公关Blauw(1994)definescorporatecommunicationsas;“theintegratedapproachtoallcommunicationproducedbyanorganisation,directedatallrelevantgroups”Jackson(1987)suggests;“Corporatecommunicationisthetotalcommunicationactivitygeneratedbyacompanytoachieveitsplannedobjectives”&vanRiel(1992)suggests[adapted];Corporatecommunicationisaninstrumentofmanagementbywhichallconsciouslyusedformsofinternalandexternalcommunicationareharmonisedeffectivelytocreateafavourablebasisforrelationshipswithkeytargetgroups企业公关vanRiel(1992)suggestthat

corporatecommunication

integratesthreemainformsofcommunicationinorganisations:Managementcommunication:

seniormanagementcommunicationwithinternal&externaltargetgroupsMarketingcommunication:

communicationwithtargetmarkets/customergroupsOrganisationalcommunication:

comprisingpublicrelations,investorrelations,corporateadvertisingetc企业公关Heretheterm“organisationalcommunication”isusedtorefertoallformsofcommunicationsotherthanmarketingcommunications-whatpublicrelationsscholarswouldnormallyseeasthe

domainofpublicrelationsandpublicaffairs.ThusvanRiel

viewspublicrelationsasa

narrower

sub-setoforganisationalcommunicationvanRiel’sargumentisthatthefailuretointegratethesecommunicationfunctionleadstoa

fragmentation

ofthemessagescommunicatedbytheorganisationandhearguesthatthetotalcommunicationeffortneedstobemanagedcollectivelytoachievea

coherentcommunicationspolicy.企业公关HerevanRielemphasisestheneedtoorchestrateallcommunicationtowardsacoherentwholewhichheseesasdirectingacompany’scommunicationspoliciesfromwithina

corporatestrategy-corporateidentity–corporateimagetriangle.Hesuggeststhatthecommunicationsspecialismsjointlydevelop

commonstartingpoints

[CSP]

fromthechosencommunicationsstrategy,whichisitselfderivedfromthecompany’sactualanddesired

identity

andcompany

image.TheseCSPsrepresentthe

centralvalues

whichunderpinandguideallcommunicationsactivity.企业公关StrategyIdentityImageCSPsManagementCommMarketingcommsOrganisationalComms企业公关TheseCSPsvanRielsuggestscanbedefinedatbothanorganisationallevelandalsoforeachbusinessunit.Inbothcasestheyaredefinedintermsof:Whateachorganisation/businessunit

promises

toitsstakeholders…Howtheyintendto

prove

this…&...What

toneofvoice

willbeusedtocommunicatethemessage.Morespecificcommunicationsplansarethendrawnupdetailingthe

knowledge,attitudesandbehaviour

thattheplansareintendedtoproduce.企业公关HowevervanRielacknowledgesthatcorporatecommunicationshould

not

beseenasanewdiscipline,ratheranewwayoflookingatcommunication.Heviewscorporatecommunicationascloselyboundupwiththeconceptsof

corporateidentityandimage

inthatcorporatecommunication[inallitsforms]isthechief[controlled]meansbywhichanorganisation’s

identity

iscommunicatedtoexternalgroupsandthusinfluencesthe

image

thattheyholdofit.企业公关Whyisthecommunicationfunctionincreasinglyrecognisedasvitaltoorganisationalsuccess?Nowadaysitisgenerallyacceptedthatorganisationsfacegreaterchallengesinpursuingtheirgoalsthanwasthecaseperhaps20yearsago.Thefactorswhichhavesoradicallychangedattitudestowardscommunicationinclude:GreaterscepticismandhostilitytowardsbigbusinessMoresophisticatedandpowerfulconsumergroups企业公关GlobalisationofthemediaandmoreintrusivemediareportingMorepowerfulandsophisticatedactivistsgroupsIncreasingregulationofbusinessreflectingsociety’schangingexpectationsofbusinessBettereducatedandmoredemandingemployeesGreateracceptancebymanagementoftheneedforbigbusinesstoactasmoreresponsible

corporatecitizens企业公关WhatactivitiescomprisethecorporatePR/corporatecommunicationsfunction?Theactivitiesorsub-functionswhicharenormallyseentobepartofthecorporatePR/Commsfunctionmayvaryfromorganisationtoorganisation,dependingonthethewaythecommunicationsfunctionis

structured

andtheperceivedneedsoftheorganisation,intermsof[corporate]communications.Here,therangeofsub-functionsthatmightbefoundinarelativelylargeorganisation’scorporateComms.departmentmightinclude:企业公关TheRangeofSub-FunctionsthatmightcomeundertheUmbrellaofCorporatePR/CommunicationsMediarelationsEmployeecommunication

Corporateadvertising Communityrelations

Investorrelations/FinancialPR

Issuesmanagement企业公关CorporateidentitydesignCrisiscommunicationSpeechwritingCorporateDonations/SponsorshipEnvironmentalmanagementGovernmentrelationsBrandandmarket-relatedcommunications企业公关Theextenttowhichthesefunctionsexistwilldependtoalargedegreeonthe

size

and

structure

oftheorganisationandofthePR/CommsDept.itself.Eveninrelativelylargeorganisations,theremaybeonlyarelativelysmallteamofpractitionersresponsibleforcarryingoutallthecommunicationsactivitiesratherthanhavingspecialistsresponsibleforeachsub-function.ThisisparticulartrueofUKorganisationswherethecorporatePR/comms.functionisstillatarelativelyearlystageofdevelopment.企业公关WherelargercorporatePR/Commsfunctionsdoexist,themajorityofthestafftendtobeengagedinmore

tacticalmediarelations/publicitywork.AtDiageoaleadinginternationalpremiumdrinksgroup,thecorporatecommunicationfunctioncomprisessome23peopleinthegroupHQfunctiondividedbetweenfiveareas:ExternalcommunicationsInternalcommunicationsBrandandmarketteamCorporatecitizenshipScottishoperationsTheHQfunctionissupportedbyregionalfunctionsorganisedaroundthekeygeographicalmarkets/businesses.企业公关At

StandardandCharteredBank

theHQCorporateAffairsdepartmentiscomprisedofonly9staff,althoughtherearesome45+peopleworkingincorporateaffairsinseparatebranchofficesbasedinAfrica,AsiaandEurope.At

ManchesterAirport

thecorporateaffairsdepartmentcomprisessome14/15staffwhoareresponsibleformediarelations,employeecommunications,partnerbusinesscommunications,communityrelationsandpublicaffairs.企业公关InrecentyearstherehasbeenatrendtowardsdownsizingcentralisedfunctionsinallfieldsandthistrendhasbeenseeninthePRCorporateCommsareawhereorganisationsseemtoberelyingincreasinglyonarelativelysmallteamofin-housepractitionerswhohandlethemore

‘strategic’

aspectsofthework,

issuesmanagement,commsplanning,governmentliaison,etc.

Externalagenciesmaythenbeemployedtosupportthetacticalimplementationofcommunicationprogrammes.企业公关ConceptualisingtheCorporateCommunicationsprocess:Severalmodelshavebeenadvancedtohelpconceptualisetheroleandprocessofcorporatecommunications.Thesemodelsemphasisetheimportanceofanalysingthe

relationships

betweenorganisationsandtheirstakeholdersandthe

consequences

oftheirrespectivebehaviours/actionfortheotherparty(ies).Herecorporatecommsservesasamediatingforcetohelp

createunderstanding,buildrelationshipsandresolvepotentialconflict.企业公关OrganisationOrganisationalgoalsOrganisation’spositionandimageWhatactionisrequiredfromeachofitsstakeholdersMessages/ImagesContent/structureofmessagesChannelselectionStakeholdersDefiningkeystakeholdergroupsStakeholderperceptionsoftheorganisationAttitudes/behaviourtowardsissues/org’sstanceonissuesconsequencesStakeholderresponsesOutcomesdidthestakeholdersrespondinthewaydesired?consequencesStrategicCorporateCommunicationModelAdaptedfromArgenti(1998)企业公关ManagementDecisionsPublicsBehaviour

ofPublicscreatesIssuesOrganisationalReputationAchievementofOrg.GoalsRelationshipoutcomeConsequencesConsequencesCrisismanagementCommsProgrammesRelationshipMgtConflictMgtModelofStrategicManagementofPR/CorporateCommsNoconsequences企业公关AnotherwayofthinkingaboutthescopeoftheworkofthecorporatePR/Commsfunctionistoconsidertheareasof

‘domains’

withwhichtheorganisationmayinteract.Eachofthese‘domains’focusaroundparticularsetsofstakeholdersandmaygiverisetodifferingsetsofissuesthattheorganisationhastoaddress.Herethe

‘communicationsdomain’

isseenasthelinkingmechanismthroughwhichtheorganisationrespondstotheissues/challengesthatmayemergefromeachoftheotherdomains.企业公关OrganisationCO