PR 305 - Corporate PR, ER, CR, IR

PR 305 - Corporate PR, ER, CR, IR - Corporate Public...

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Corporate Public  Relations Chapter 16 Employee Relations Chapter 10 Community Relations Chapter 11 Investor Relations Chapter 13
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Learning Objectives 1. Understand corporate public relations specialties 2. Understand the difference between line and staff management 3. Understand the working relationship with other departments 4. Understand the relationship with public relations firms and advertising  agencies
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Corporate Advertising
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Corporations Have a Distinct Purpose Purpose Raise capital Raise capital Objective Objective Means Sell Sell company company stock stock Fund Fund expansion expansion
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Corporate Public Relations Major Specialties Employee relations  keeps personnel informed, satisfied, and productive Media relations  (includes trade media and corporate advertising) helps shape public  perceptions of the corporation Community relations  (includes philanthropy, e.g., Michael and Susan Dell Foundation,.  www msdf.org , and Bill and Melinda Gates Foundation) helps to recruit employees,  encourage employee outreach (e.g., Habitat for Humanity), secure favorable zoning,  partnering with a nonprofit (e.g., cause-related marketing, which ties a company and  Marathon, formerly the Motorola Marathon, that has generated more than $50 million  for Austin’s economy, and Freescale’s “Road to Austin” free concert   Investor relations  (includes financial media and Securities and Exchange Commission  reporting requirements, e.g., annual reports) creates confidence with shareholders and  individual and institutional investors Government relations or public affairs  (includes lobbying) addresses public policies  that affect corporations at all levels of government Marketing support  (includes consumer relations) helps sell products and services  through promotional communications
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PR is a staff function . It advises line, or senior, management who run  corporations.  Line functions  in industry include product- and profit- producing functions, such as engineering, production, and marketing.  Staff functions include finance, human resources, legal, and PR. For  PR to be effective, its top executive should have direct access to the  highest-ranking person in a corporation, such as the chief executive  officer (see organization charts). 
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Line and Staff Organization Chart
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Corporate Public Relations Department
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ConocoPhillips
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Corporate Mission Statements A mission statement expresses why an organization  exists. It is a fundamental statement of an  organization’s business philosophy, goals, values,  and social responsibility to its stakeholders. It gives 
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This note was uploaded on 09/05/2009 for the course PR Public Rel taught by Professor Meadows during the Spring '09 term at University of Texas.

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PR 305 - Corporate PR, ER, CR, IR - Corporate Public...

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