企业公关英文.ppt

CORPORATE PUBLIC RELATIONS DEFINING THE PARAMETERS Examples of Corporate PRComms Activity Presented By: Ryan Bowd, Associate Lecturer – busrmlb@lubs.leeds.ac.uk MA ADVERTISING MARKETING: Public Relations Corporate Communications Module Defining corporate public relations It is difficult to find a universally accepted definition of corporate public relations which defines the parameters of the function. corporate public relations is perhaps best understood as the ‘umbrella’ function embracing the range of communications functions concerned with managing an organisation’s relationships with all strategically important stakeholder groups- those groups that might limit the autonomy of the organisation or who are affected by the organisation’s actions. Such stakeholder groups may be quite diverse in nature but broadly include the following major groups: Customers Employees Investors/Financial community Relevant communities Suppliers Trade intermediaries/ Retailers Government /Regulators Here communication functions may be organised around each of these major groups. Each of these stakeholder groups may hold differing expectations of a company/organisation and hence, judge an organisation according to differing criteria. Example Investors expect sound management and financial performance, whereas customers want reliable products and services and employees expect good work environments and to be treated fairly and honestly. Balancing these different demands can prove difficult, particularly in the short term. Example Investor demands may be incompatible with those of employees in terms of cost reduction vs. job security. Equally organisations may have to prioritise which of these groups it needs to communicate with at different times or at least which it will devote the most attention to This may involve assessing which groups hold the greatest power and/or have the greatest interest in particular issues and who therefore require the greatest effort