Corporate Communication

and Public Relations

TY BMS- Prof. Rebecca Fernandes

Module 1: Foundation of Corporate Communication

a) Corporate Communication: Scope and Relevance • Introduction, Meaning, Scope,

Corporate Communication in India, Need/ Relevance of Corporate Communication in
Contemporary Scenario

b) Keys concept in Corporate Communication • Corporate Identity: Meaning and

Features, Corporate Image: Meaning, Factors Influencing Corporate Image,
Corporate Reputation: Meaning, Advantages of Good Corporate Reputation

c) Ethics and Law in Corporate Communication • Importance of Ethics in Corporate

Communication, Corporate Communication and Professional Code of Ethics, Mass
Media Laws: Defamation, Invasion of Privacy, Copyright Act, Digital Piracy, RTI
Module 2: Understanding Public Relations

a) Fundamental of Public Relations: • Introduction, Meaning, Essentials of Public

Relations, Objectives of Public Relations, Scope of Public Relations, Significance of
Public Relations in Business

b) Emergence of Public Relations: • Tracing Growth of Public Relations, Public

Relations in India, Reasons for Emerging International Public Relations

c) Public Relations Environment: • Introduction, Social and Cultural Issues,

Economic Issues, Political Issues, Legal Issues

d) Theories used in Public Relations: • Systems Theory, Situational Theory, Social

Exchange Theory, Diffusion Theory
Module 3: Functions of Corporate
Communication and Public Relations

a) Media Relations: • Introduction, Importance of Media Relations, Sources of Media

Information, Building Effective Media Relations, Principles of Good Media Relations

b) Employee Communication: • Introduction, Sources of Employee Communications,

Organizing Employee Communications, Benefits of Good Employee
Communications, Steps in Implementing An Effective Employee Communications
Programme, Role of Management in Employee Communications

c) Crisis Communication: • Introduction, Impact of Crisis, Role of Communication in

Crisis, Guidelines for Handling Crisis, Trust Building

d) Financial Communication: • Introduction, Tracing the Growth of Financial

Communication in India, Audiences for Financial Communication, Financial
Advertising
Module 4: Emerging Technology in Corporate
Communication and Public Relations

a) Contribution of Technology to Corporate Communication • Introduction, Today’s

Communication Technology, Importance of Technology to Corporate
Communication, Functions of Communication Technology in Corporate
Communication, Types of Communication Technology, New Media: Web
Conferencing, Really Simple Syndication (RSS)

b) Information Technology in Corporate Communication • Introduction, E-media

Relations, E-internal Communication, E-brand Identity and Company Reputation

c) Corporate Blogging • Introduction, Defining Corporate Blogging, Characteristics

of a Blog, Types of Corporate Blogs, Role of Corporate Blogs, Making a Business
Blog
What is Corporate Communication?
Corporate Communication refers to the process of communication through which
the managers, supervisors and executives exchange their views, opinions, feelings,
etc. with the subordinates and employees in any corporate organisation and
negotiate with the outside world with a view to fulfilling the objectives of the
organisation.
 Types of Corporate Communication
CORPORATE
COMMUNICATIONS

INTERNAL CORPORATE EXTERNAL CORPORATE

COMMUNICATIONS COMMUNICATIONS

MANAGEMENT & MEDIA, SUPPLIERS,

EMPLOYEES EXECUTIVES CUSTOMERS, AGENCIES, DEALERS
GOVERNMENT,
EDUCATIONAL
INSTITUTES, GENERAL
PUBLIC
 CREATES
AN
IDENTITY

DEVELOP A
SCOPE OF
BUILDS A
COMMUNICATI CORPORATE BRAND
ON MODEL
COMMUNICATION

MANAGE
REPUTATION
Corporate Communication in India
1) India, as a country is a brand driven consumer markets

2) Each phase of industrialization has come up with a new medium of

communication and vision

3) The objective of the company moved from attention seeking to relational

capital (reputation + branding)

4) Today, every corporate wants to manage their stakeholders through various

medium of communications.
Need & Relevance of Corporate Communication in
Contemporary Scenario

1) To create brand identities.

2) To have a better rapport
3) To face competitive and information driven business surrounding
4) To highlight the performance
5) To advertise new product and services
6) To limit the negative argument
7) Major role in creating and maintaining business image
8) Reputation Management
Corporate
Identity
 Features of Corporate Identity

Determination Face for

Recognition
of Identity External
and Visibility
Stakeholders

Tangible Harmonious
Belongingness
Qualities Relationship
Corporate Image
Image is the set of beliefs,
ideas and impression, a
person holds regarding an
object.
Factors Affecting Corporate Image

1) Quality and Pricing of Products

2) Attractiveness and Safety of the Product
3) Dealer Relationship and Attitude
4) Discounts, Credit Facilities and After Sale Services Offered
5) Sales Policies and Sales Promotion Techniques Used
6) Advertising Campaigns and Logo
7) Press Relations and Publicity
8) Discharging Social Responsibility
9) Social Audit Programme
10) Attitude towards Female Employees
11) Financial Position of the Company
CORPORATE
REPUTATION
 ADVANTAGES OF GOOD
CORPORATE REPUTATION.
Importance of Ethics in CC
1) Ethics corresponds to basic human needs
2) Values create credibility with public
3) Value gives credibility to management
4) Values help at better decision making
5) Law cannot always protect society
Guidelines for Ethical
Communication
1) Clear
2) Concise
3) Objective
4) Consistent
5) Complete
6) Relevant
7) Understanding of Audience Knowledge
Corporate Communication
and Professional Ethics
1) Honesty
2) Confidentiality
3) Credit
4) Free Speech
5) Courtesy
Defamation Laws
Whoever by words either spoken or intended to be read or by signs or by
visible representation makes or publishes any imputation concerning any
person intending to harm or knowing or having reasons to believe that
such imputation will harm, the reputation of such person, is said except in
the case here in after expected to defame that person.

1) Published
2) False
3) Injurious
4) Unprivileged
Types of Defamation
1) Libel
2) Slander
https://legalserviceindia.com/legal/article-7095-defamation-
and-media-law.html#:~:text=Whoever%20by%20words%20eit
her%20spoken,the%20case%20here%20in%20after
 Invasion
of Privacy
The four most common types of invasion of privacy torts
are as follows:

1. Appropriation of Name or Likeness

2. Intrusion Upon Seclusion
3. False Light
4. Public Disclosure of Private Facts
INTRUSION UPON SECLUSION
Intrusion upon seclusion laws protect your right to privacy while you are in
solitude or seclusion. This right extends to you or your private affairs. For
example, it's an invasion of privacy for a neighbor to peek through your
windows or take pictures of you in your home. Likewise, it's also an invasion
of privacy to use electronic equipment to eavesdrop on a private
conversation. The general elements of this tort are as follows:

1. The defendant intruded into the plaintiff's private affairs, seclusion or

solitude
2. The intrusion would be objectionable to a reasonable person

ERIN ANDREWS v/s MICHAEL BARRET

Appropriation of Name & Likeness

Appropriation of name or likeness laws protect your right to control the use of your own
identity for a business or economic purpose. Typically, these claims involve the
unauthorized use of a person's picture or name. While state laws vary, the elements
necessary to prove appropriation are generally as follows:
1. The defendant (the party being sued) used the plaintiff's (the party initiating the
lawsuit) name, likeness or identity;
2. The use was for the defendant's benefit, whether the benefit is economic or
otherwise;
3. The use was without the plaintiff's consent; and
Tom Waits v/s Adam Opel Ag and
4. The use caused injury to the plaintiff.
McCann Erickson
Public Disclosure of Private Facts

Public disclosure of private facts laws protect your right to keep the details of your
private life from becoming public information. For example, publicizing facts
about a person's health, sexual conduct, or financial troubles is likely an invasion of
privacy. While state laws vary, the general elements of this tort are as follows:

1. The defendant publicized a matter regarding the private life of the plaintiff;
2. The publicized matter would be highly offensive to a reasonable person; and
3. It is not of legitimate concern to the public.
False Light
False light laws protect your right to not have potentially misleading or damaging
information about yourself publicly disclosed. This includes the disclosure of
information that may be true but is nonetheless misleading or damaging. For
example, it may be an invasion of privacy if a caption published with a photograph
in a news article about a protest describes a person as a participant, when in fact,
the person was only observing the protest. Generally, the elements of false light
are as follows:
96 yr old v/s Arkansas
1. The defendant publicly disclosed information about the plaintiff; Newspaper

2. The information placed the plaintiff in a false light; and

3. The false light would be highly offensive to a reasonable person.
DIGITAL PIRACY
RIGHT TO INFORMATION
ACT, 2005
Copyright
Act, 1957
https://blog.ipleaders.in
/an-overview-of-the-co
pyright-act-1957/?amp=1