corporatepublicrelationsdefiningtheparameter(ppt31)-经营管理(编辑修改稿)

corporatepublicrelationsdefiningtheparameter(ppt31)-经营管理(编辑修改稿)内容摘要：

te Communications Module Strategy Identity Image CSPs Management Comm Marketing ms Organisational Comms Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 MARKETING: Public Relations amp。 Corporate Communications Module These CSPs van Riel suggests can be defined at both an anisational level and also for each business unit. In both cases they are defined in terms of: What each anisation/business unit promises to its stakeholders… How they intend to prove this…amp。 ... What tone of voice will be used to municate the message. More specific munications plans are then drawn up detailing the knowledge, attitudes and behaviour that the plans are intended to produce. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 MARKETING: Public Relations amp。 Corporate Communications Module However van Riel acknowledges that corporate munication should not be seen as a new discipline, rather a new way of looking at munication. He views corporate munication as closely bound up with the concepts of corporate identity and image in that corporate munication [ in all its forms] is the chief [controlled] means by which an anisation‟s identity is municated to external groups and thus influences the image that they hold of it. Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 MARKETING: Public Relations amp。 Corporate Communications Module Why is the munication function increasingly recognised as vital to anisational success? Nowadays it is generally accepted that anisations face greater challenges in pursuing their goals than was the case perhaps 20 years ago. The factors which have so radically changed attitudes towards munication include: Greater scepticism and hostility towards big business More sophisticated and powerful consumer groups Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 MARKETING: Public Relations amp。 Corporate Communications Module Globalisation of the media and more intrusive media reporting More powerful and sophisticated activists groups  Increasing regulation of business reflecting society‟s changing expectations of business  Better educated and more demanding employees Greater acceptance by management of the need for big business to act as more responsible corporate citizens Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 MARKETING: Public Relations amp。 Corporate Communications Module What activities prise the corporate PR/ corporate munications function? The activities or subfunctions which are normally seen to be part of the corporate PR/ Comms function may vary from anisation to anisation, depending on the the way the munications function is structured and the perceived needs of the anisation, in terms of [corporate] munications. Here, the range of subfunctions that might be found in a relatively large anisation‟s corporate Comms. department might include : Presented By: Ryan Bowd, Associate Lecturer – MA ADVERTISING amp。 MARKETING: Public Relations amp。 Corporate Communications Module The Range of SubFunctions that might e under the Umbrella of Corporate PR/ Communications Media relations Employee munication Corporate advertising Community relations  Investor relations/Financial PR Issues management Presented By: Ryan Bowd, Associate Lecturer – MA AD。