You are on page 1of 12

Master of Arts in Communication : Corporate Communication Studies

Course : Principle of Corporate Communications (1409PCC05)
Session Topic : PR & Corporate
Course: Principles of Corporate
By Dr. Nico Wattimena Ph.D MCIPR
LSPR eLearning Program
Powered by - 1409PCC05-
Hal 3
An organizations reputation, profitability and its
continued existence can depend on the degree to
which its targeted public support its goals and
A public relations representative,
Has direct impact on corporate communication,
Is the one responsible for dealing with the media,
interviews and other forms of public image.
PR : With Corporate Communication
Powered by - 1409PCC05-
Hal 4
Many definitions of Public relations.
In short, it could be defined as,
using the news to carry positive
stories about the company and its
products, cultivating a good
relationship with the media.
PR: Definition
Powered by - 1409PCC05-
Hal 5
Corporate communication,
Is the sending of messages from a
large and established company or
Can be with the public, but is also used
in business-to-business matters and
PR: Definition (cont.)
Powered by - 1409PCC05-
Hal 6
A public relations representative
Responsible for : all forms of corporate
communication between a particular
organization and the public.
Purpose : To properly represent the company
and maintain a positive and attractive image
that people would want to support.
PR: Purpose
Powered by - 1409PCC05-
Hal 7
Many times negative talk about a company
can transpire.
It is the PR reps responsibility to address
unjustified information with the truth.
If some of the negative talk is justified, the PR
reps should address and apply a positive
spin to what could be perceived as negative.
PR: Purpose (cont.)
Powered by - 1409PCC05-
Hal 8
Mass media corporate communication is,
Any communication from the corporation to the public using
mass media.
Commonly seen in the form of press conference.
Mass media can assist the company in rapidly sending key
messages to the public.
Corporate communications can be face-to-face.
Example: when PR,
Uses interpersonal communication
Dealing with business-to-business matters
Communicate directly with people in the organization.
PR: Types
Powered by - 1409PCC05-
Hal 9
Involving PR representatives in corporate
communications. Main benefits: Can,
Carry the weight of maintaining positive company
image so top management does not have to concern
themselves with it.
Ensure the public stays informed of developing
corncerns or news.
Create accountability and a check-and-balances
PR: Benefits
Powered by - 1409PCC05-
Hal 10
Common misconception : a PR
representatives top objective is to,
slants facts to work for the
benefit of the company.
PR: Misconceptions
Powered by - 1409PCC05-
Hal 11
Actual: a PR representatives top objective is to,
Deliver truthful facts to the press and public.
Develop an action plan on how to
appropriately communicate difficult matters.
Implements crisis communication so the public
understands a particular situation in its
entirety with accurate and complete
statements that do not harm the companys
public image.
PR: Misconceptions (cont.)
Associate Partners :
Powered by
Course : Principle of Corporate Communications (1409PCC05)