STUDY UNIT 1.

American perspective
 Learning
outcomes
Discuss the European perspective
on corporate communication;

Discuss the American perspective

on corporate communication;

Discuss the African (Ubuntu)

perspective on corporate
communication

Compare the different

perspectives
Presentation title 2
 Goals of Corporate communication
• Plan
• Initiate
• Develop
• Integrate
• Optimise
• Manage

Presentation title 3
 Components/Elements of Corporate
Communication

Presentation title 4
Presentation title 5
 European perspective of corporate communication
Recap

Presentation title 6
Presentation title 7
American Perspective of Corporate
Communication

8
 “PR is the planned and sustained effort to establish and maintain goodwill
and understanding between an organisation and its publics” (IPR)

Presentation title 9
 Key stakeholders – Anybody who can be influenced by an organisation, or
who can influence organisation

Public stakeholders – Stakeholders at risk of a potential (positive or negative)

issue between org & stakeholders. Tend to be members of the public or a
broad base of stakeholders affected by a project

Presentation title 10
Excellence Theory

11
 Excellence theory explained the value of PR to organisations and society based
on the social responsibility of managerial decisions and the quality of relationship

For an organisation to be effective it must behave in ways that solve the

problems and satisfy the goals of stakeholders as well as management

Organisations must communicate symmetrically with publics to establish high-

quality, long-term relationships with them

Presentation title 12
Presentation title 14
Presentation title 15
 Press Angetry Model

Presentation title 16
Presentation title 17
 Public information model

Presentation title 18
 Asymmetrical Model

Presentation title 19
Presentation title 20
 Symmetrical Model

Presentation title 21
 The generic principles of the excellence theory

Presentation title 22
Presentation title 23
Presentation title 24
Presentation title 25
 Critique

Presentation title 26
Presentation title 28
 Conclusion

Presentation title 29
Next: American Perspective

Thank you