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

MCC604_C2.pdf - CHAPTER 2 l AN INTRODUCTION TO CORPORATE...

This preview shows page 1 - 3 out of 24 pages.

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
Image of page 1

Subscribe to view the full document.

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.
Image of page 2
Image of page 3

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Ask Expert Tutors You can ask 0 bonus questions You can ask 0 questions (0 expire soon) You can ask 0 questions (will expire )
Answers in as fast as 15 minutes