PRINCIPLES OF CORPORATE COMMUNICATION

ABCR2103

MAY 2020

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LIST OF CONTENTS

Page

1.0 Introduction to Media Relation 1

2.0 Background Information of Companies 2

2.1 CIMB Bank 2

2.2 Fraser & Neave Holdings BHD 3

3.0 Discussion on the Media Relations Practiced 4

4.0 Analysis on the Media Relation Tools used. 6

5.0 Organization with better media relation 7

6.0 Strategies to further improve the media 8

relation for both organisations.
7.0 Press Release 9

8.0 Conclusion 11

9.0 References 12

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1.0 Introduction to Media Relation

Tench and Yeomans (2006) defined media relation as the organization involvement
to manage a good relationship with media. This also includes all the writers, editors,
Journalist and producers who contributed to in screening and giving approval on what will
appears in the prints, broadcast as well as online media platforms. Media Relation also can
be seen as a two way communication process that link employer, public relation practitioner
with target public through various media platform. Apart from that, media relation can also
be defined as a rapport establishing with media gate-keepers, so that the media can
represent an organization to its publics in a positive reputation. An Organization image is
boosted before its public as it has been properly presented to the public by the various
media of communication. In fact, any Organization events and activities cannot be known by
the target public in the absence of media relation functions.

Plus, Turk (1985) on the other hand, defined media relation as a Turk (1985) has
defined media relations as the practice performed by public relations practitioners, of
providing information subsidies to the media to systematically distribute information on
behalf of their clients. According to Zoch and Molleda (2006), they defined Media relation as
pre-packaged information by practitioner to promote their organizations’ viewpoints on
issues, with little or no cost (in terms of time and money) or effort to the person receiving
the practitioner’s prepackaged information to channel information. In other words, the
media relations practitioner acts as a sort of “pre-reporter” for the journalists, providing
them with information that they need to do their jobs (Supa, 2008)

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2.0 Company Background.

2.1 CIMB Bank

CIMB Group is one of the largest Islamic bank in the worlds and the number one universal
bank in ASEAN and the largest Asia Pacific investment bank. CIMB Bank offered a whole
consumer banking, Islamic banking as well as asset management. CIMB is headquartered in
Kuala Lumpur, have the widest group retail in the region with 1060 retailed with its main
market segment is mainly being in Malaysia, Indonesia, Singapore, Thailand and Cambodia.

As the second largest commercial bank in Malaysia, CIMB Bank is holds main market share
across all consumer banking products. CIMB bank was awarded as the Best Domestic Bank
in Malaysia in 2009. CIMB basically operate business on a dual banking basis through three
main brand units which are CIMB Bank, CIMB Investment Bank and CIMB Islamic that giving
customer a option of both conventional and Islamic solutions. (CIMB, 2012)

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2.2 FRASER & NEAVE HOLDINGS BHD (F&N)

Fraser & Neave Holdings BHD (F&N) is one of the largest beverages manufacturer and
distributor that been founded by John Fraser and David Chalmers Neaver in the year of
1883. This company is one of the oldest and most renowned companies in the region in the
world and is listed on Bursa Malaysia’s Main Board.

Their business core includes manufacturing, sale and marketing of Beverages and
dairy products. Within the dairies line, they also manufactured sweetened condensed and
evaporated milk, as well as packaged milk and juice products under the F&N, TEAPOT, Gold
Coin, F&N Magnolia, FARMHOUSE and F&N Fruit Tree brands. F&N is also an exclusive
manufacturer, marketer and distributor of Carnation, Cap Junjung and IDEAL canned milk
products. Under F&N, they also have few more brands such as 100PLUS, F&N Fun Flavours,
F&N NutriSoy, F&N SEASONS, F&N ICE MOUNTAIN, BORNEO, OYOSHI and RANGER.

F&N Malaysia have a total workforce of 2600 persons which is comprises of 2558
permanent contract employees and 42 temporary contract employees. F&N also providing
22 hours of training per employee per year to ensure that their employees are competent in
doing their tasks

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3.0 Discussion on the Media Relations Practiced

Both of the chosen Organization are practising media relation objectively to establish and
maintaining good relation with the media gatekeepers. This can be simply accomplished
when the appropriate tools are employed. In this modern era, the new tools of media
relation includes internet, webcasting, E-mail, Videoconferencing, video news release, facility
visit and few more. On the other hand, the traditional media includes mostly of non-digital
advertising which includes television advertisement, print advertising, radio advertising,
billboard and off-site sign and many more. The new and traditional media relation tools used
in both of the chosen organization are outlined and discussed.

CIMB bank and Freser & Neave Holdings are both using corporate homepage and websites
as one of their media relation tools and as shown in Figure 1 and 2. In today’s era, it is
crucial to reach out and communicate with target groups or public through internet. This is
because, when you are quoted in an online news publication or blog, the reporter or
journalist that is interested in the scope will include an attribution and link to your website.
These links are valuable in increasing website traffic and putting you as an influential source
of information on relevant topics in the eyes of Google and other search engines. With links
to your website on third-party news and websites, you will drive traffic back to your website
and increase your search rankings, improving SEO performance and reaching new audiences
and thus improving your organization images and reputation

Figure 1: CIMB Bank Websites

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 Figure 2: F&N Holdings BHD Websites

The next tool that has been use by F&N Holdings BHD is the facility Visit. This company
organize facility visit for journalist and reporters so that they can see for themselves on
what the company is really doing. According to Adamolekun in 2011, sources of the news
are sometimes not reliable and transparent due to the difficulties of an organization to
deliver the information effectively.

Apart from that, even though television advertisement is considered as a traditional

media relation, it still had been use by both of the selected organization. Television stations
are interested in stories that have a solid visual element, such as a release of new product
of services. Television commercials are costly to produce and air-time, even for a 15-second
spot, is very expensive. Despite of that, Both F&N Holding and CIMB Bank promote their
good and services on the market in order to build up their organization’s trust and
reputation to the consumer as well as journalists.

Last but not least is usage of social media as the media relation tool for both
organizations. Each organization is complete with their organization social account to
engage, interact, and see what topics journalists are talking about. A good organization is
always try to build connection with journalist and media outlets so that they can publish a
scope for us and they can share compelling stories. Media outlets are always active on social
media platforms; this could mean a great opportunity to connect with them

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4.0 Analysis on the Media Relation Tools used.

Both CIMB Groups and Freser and Neaver Holdings uses corporate homepage and website
with informative and persuasive detailed about their product and services offered as one of
their media relation tool. Previous research conducted by Alfonso and Migual that examined
the media relation through corporate websites revealed that a large number of international
companies use Web-based media platform or virtual press rooms to attain their
organizational goals and to meet journalists‟ demands for information. Also the study
showed that most of these virtual press rooms lacked being complete, easy-to-use and are
not updated on a daily basis. (Alfonso & Miguel, 2006)

Apart from that, most social media sites offer news, information and story ideas; therefore,
practitioners may use them as a media relations resource, which may increase their perceived
expertise in the eyes of journalists (Diga & Kelleher, 2009). More often now, journalists are
experimenting with social media to collect sources and story ideas, which means public relations
practitioners need to engage those journalists on those platforms (Waters, Tindall & Morton, 2010).

A facility visit organized for the media gatekeepers (a third party) would boost the image of
a company and eliminate negative stories about the company. For example, in a situation
when someone opens a canned of favourite food and finds or claims to find an insect inside
it, the company may not be able to win back their customers mind through constant
publications on the media. There may be need for the company to organize a facility visit
whereby the company invite media gatekeepers such as journalists and editors etc, from
different media houses to their production section to show them the processing and
packaging process of your product , this is because people only believe what they saw.

Organizations can send their news to media organizations in the television centre especially
for free and believe that they would be aired. Hanson (2005) argues however that to get a
video news release on the air, it has to be more than a glib piece of video promoting the
company but should be something that media organization want to air.

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5.0 Organzation with better media relation

In my opinion, the organization with better media relation is F&N Holdings. I strongly
believe Both CIMB bank and F&N Holdings, which have their own website, can boost the
image of the organization. The only concern that a making a huge different between both
organization website is the degree of their website’s attractiveness, web organization and
the times they constantly updated websites which F&N Holdings are superior when
compared to CIMB bank. Moreover, F&N Holdings also is getting an international recognition
for having a good and effective company website. People and media organizations would be
likely to to associate more with F&N Holdings recognized in a positive light globally.

Next, new media such as social media make good two way communication which is the core
aim of good media relations. F&N Holdings have a chat rooms for virtual discussion where
users have opportunities to talk on-line” with the organizations having the social media
platform such as linkedin 24 hours daily compared to CIMB bank that only offered this
services just during working hours. Ayankojo (2001) recalls that a message typed and sent
within a chat room appears almost at the same time on the computers of other users in the
same chat room, 24hours daily. Social Media used by F&N holding also encourage feedback
and interactivity as media relations practitioners’ means to interact with reporters and get
immediate feedback as the case. Lievrouw and Livingstone (2006) state that new media give
users the means to generate, seek and share content selectively, and to interact with other
individuals and groups on a scale that was impracticable with traditional means.” In short,
the immediacy, responsiveness and social presence of interaction in most new media
constitute a huge opportunity for media relations practice

The last points that making F&N holding is having better media relation is because of
the facility visit that they often organized. A press trip or facility visit offers journalists the
chance to gain first-hand experience of a place or a particular situation. In Occupational
Health and Safety campaigns, facility visit is often organised by the company to give an
exposure on how their manufacturing factory looks like.

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6.0 Strategies to further improve the media relation for both organisations.

Organizations altogether as well as media relations practitioners must implement various

effective strategies to be able to survive and succeed in this global competitive world. Thus,
it therefore behoves on organizations’ media relations department to map out effective
strategies for effective media relations practice. Each company can significantly improve
their strategies by making their website to be useful to the public by publishing contents
that are current, relevant, concise, and useful for the target audience. Appropriate content
may include:
• Information on the benefits of membership and a membership application form
• A description of the organization’s projects

The next point is by strengthening the media relation. Every time it is possible, inform
and update the media with interesting and positive stories. The media enable CIMB bank
and F&N holdings Berhad to communicate with a wide audience including potential funders,
policy makers, and the general public. The image the public has of an organization is often
shaped, at least in part, by the publicity provided by the media.

Regular television coverage of CIMB bank and F&N Holdings reiterates and enhances the
organization’s reputation and maintaining its good image. Howard (2004) on her part has
added that the emphasis in every media relations programme should be on the relations
aspect, which is, working to build long-term relations with the people who cover your
organizations.

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7.0 PRESS RELEASE

FOR IMMEDIATE RELEASE Contact: Zack Samsul

Phone: +6018584054
Email: Zack@gmail.com

Two new products Special for F&N's 135th anniversary

Kuala Lumpur, (27 June 2019) - (F&N) has launched two new products earlier this week
and offer its customer from all ages the deliciousness of F&N full cream condensed milk in
squeeze tube and milk stick packaging formats. The launched of these new products are in
conjunction with F&N’s 135th anniversary celebration this year.

These new products that come in three different flavours (Chocolate, Milk and strawberry)
are Malaysia’s first full cream sweetened condensed milk in such packagings.

The group’s Chief Executive officer, Lim Yew How speaking at the F&N 135 th anniversary
fiesta saying that, F&N will continue to ramp out their product in order to fulfil customers’
growing social and environmental concerns.

The five-day anniversary event will be held from 27 June to 1 July at the IOI City Mall, Kuala
Lumpur. 100 earlier patrons that come to the event will also be able to purchase F&N’s
popular brands at special discount at the event.

Visit www.fnlife.com.my for more info.

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FOR IMMEDIATE RELEASE Contact: Zack Samsul
Phone: +6018584054
Email: Zack@gmail.com

BANKING ON CIMB F.I.R.S.T TO PROMOTE PRODUCT TAKE-UP

Putrajaya (May 16) – CIMB Groups Holdings Bhd officially has launching their new service
called CIMB F.I.R.S.T here in Kuala Lumpur yesterday. CIMB FIRST is a platform that offers
personalised solution to assist their customer in planning their financial plan.

CIMB FIRST stands for finance, insure returns, save and transact, which allow each
customer to choose the online profile that best describes them. Apart from that, Customer is
also able to pick and customize any combination of product that suits their needs. They
could apply online to sign up saving accounts and credit cards while other solutions like
insurance and investments would require face-to-face consultations with CIMB officials here
in the CIMB branch

CIMB Bank Bhd regional head, preferred banking and segments group consumer banking
Desmond Teoh said that the bank learned a monthly average of 60,000 new customers who
chose one product from the bank’s 30-product range. Apart from that, Customer is also able
to pick and customize any combination of product that suits their needs.

For more information, please visit www.cimb.com.my

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8.0 Conclusion.

As a conclusion, building and maintaining a relationship with the media is a good way for
CIMB bank and F&N holdings to stack up a good reputation worldwide especially with the
journalist and editors. Regular media coverage will position the organization as a key
authority on this organization and will allow you to communicate positive and interesting
points to a wide audience. The media can be a powerful ally. Cultivating and maintaining a
personal relationship with key media contacts in the country or region can go a long way in
helping both organizations achieve their goals

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