MCC604_C2.pdf - CHAPTER 2 l AN INTRODUCTION TO CORPORATE COMMUNICATION CHAPTER 2 An Introduction To Corporate What is Ethics Communications LE AR NI NG


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CHAPTER 2 1 l AN INTRODUCTION TO CORPORATE COMMUNICATION An Introduction To Corporate Communications 2 By the end of this topic, you should be able to: Explain the roleand responsibilities of public relations; 1. Describe and discuss the characteristics of organisation publics; 2. Outline the four-step of process management in public relations campaign. 3. CHAPTER LEARNING OUTCOMES
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CHAPTER 2 AN INTRODUCTION TO CORPORATE COMMUNICATION l 2 INTRODUCTION Public relation (PR) has a management function that determines the general poli- cies and strategies of an institution or or- ganisation. The organisational policy in- troduced normally aims to provide public understanding and acceptance of the pre- scribed policies. PR department helps to; minimise the negative effects of the policy introduced between the internal and ex- ternal organisational communication with the public opinion. Thus, in this chapter the discussion centres on what is corporate communication and public relations, the different type of PR, the role of corporate managers and lobbying, public relations functions, public and public opinion, and overview of corporate plan and campaign. COMMUNICATIONS AND PUBLIC RELATIONS 2.1 As a new science, public relations had its origin in social sciences like communication, eco- nomics, marketing and psychology (Howard, 1984). Most definitions of public relations in textbooks and professional literature state that public relations are an integral part of manage- ment. The management specialists in the field of marketing and human resource management, however, regard public relations as a marketing tool in the theory of marketing mix: product, price, place and promotion (McCarthy, 1992) which later made famous as mega marketing when Kotler and Armstrong (1994) added two other Ps: power and public relations. The global aspect of public relations was underscored by the demand abroad for public rela- tions expertise both in the field and in the classroom. This is because the public relations (PR) practitioner serves as an intermediary between the organisation that he or she represents and all of that organisation’s publics. Consequently, the PR practitioner has responsibilities both to the institution and to its various publics. He or she distributes information that enables the institu- tion’s publics to understand its policies (Newsom, Turk & Kruckeberg, 2004). PR, therefore, is the art and science of managing communication between and within an organi- sation. It plays an important role in building managing and sustaining positive organisational image. In short PR involves various activities as described in figure 2.1. Evaluation of public attitude and opinions toward the organisation. Oversees procedures and policies are implemented successfully.
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