Syllabus

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
 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
 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
 Emerging Technology
in Corporate Communication &
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
 Meaning
• Corporate communication is a management
function that offer co-ordination of all internal
and external communication with a purpose
of establishing and maintaining favourable
reputations with stakeholders groups on
which the organization is dependent
 It means…
• The future of any organization critically
depends on how it is viewed by key
stakeholders, such as shareholders and
investors, customers and consumers,
employees, and members of the community in
which the company operates.
• Protecting the organization’s reputation is
considered to be ‘critical’ and one of the most
important strategic objectives.
 Overview …
• Until the 1970s, practitioners had used the term
‘public relations’ to describe communication
with stakeholders.
• However, it largely consisted ofcommunication
with the press.
• As the more demand of communication has
arises from different stakeholders, the roots of
the new corporate communication function
started to take hold
• It focuses on the organization as a whole and
how an organization presents itself to all its
key stakeholders, both internal and external.
 Today…
• Organizations have realized that the most
effective way of organizing communication
consists of ‘integrating’ most, if not all, of an
organization’s communication disciplines and
related activities, such as media relations,
issues management, advertising and direct
marketing.
Until the 1980s, marketing and public
relations were considered as two distinct
disciplines, in their objectives and tactics.
Marketing deals with markets, while public
relations deals with all the publics (excluding
customers and consumers) of an organization
• In the 1980s, concern over the rising
costs and decreasing impact of mass media
advertising encouraged many companies to
examine different means of promoting
customer loyalty and brand awareness to
increase sales.
• Companies started to make greater use of
‘marketing public relations’.
• It involves the use of public relations
techniques for marketing purposes which was
found to be a cost-effective tool for
generating awareness and brand favorability
 SCOPE
• Complex in nature.
• Demands an integrated approach.
• Harnesses the strategic interest of the
organization.
• Centralized department.
• Integrates or coordinates the work.
 Responsibilities…
• To promote the profile of the "company behind the
brand" (corporate branding)
• To minimize discrepancies between the company's
desired identity and brand features
• To delegate tasks in communication
• To formulate and execute effective procedures to make
decisions on communication matters
• To mobilize internal and external support for corporate
objectives
• To coordinate with international business firms
 Corporate Communication
in India
• New economic policy – 1991
• Vision 2020 -corporate communication to be a
part of strategic management.
• Role of public sector
• Demand of professionals
 Need & Relevance
• Customer awareness : Customers already know
about the product they want to purchase by
seeking information about the product online.
• Internet : The rapidly changing global economy, a
revolution of media fuelled by democratisation of
the internet and a substantially transformed the
21st century corporation and is making the
business more competitive
• More clutter : On average a person is hit by
13,000 commercial messages daily integrated
communication strategies are more likely to break
through this clutter.
• Emphasis in ICT : Organisations are also
realising that messages in various media can
complement one another leading to a greater
communication impact than any single message
can achieve.
• A corporate identity or corporate image is the
manner which a corporation, firm or business
presents themselves to the public (such as
customers and investors as well as
employees).
• Corporate identity is a primary goal of the
corporate communications, for the purpose to
maintain and build the identity to accord with
and facilitate the corporate business
objectives.
• The corporate identity is typically visualized by
way of branding and the use of trademarks,
but it can also include things like product
design, advertising, public relations etc.. .
• In general, this amounts to a corporate title,
logo (logotype and/or logogram) and
supporting devices commonly assembled
within a set of corporate guidelines.
• These guidelines govern how the identity is
applied and usually include approved colour
palettes, typefaces, page layouts, fonts, and
others
 Example …
• Google is a company that has been known for
its corporate identity of being a modern
company which is symbolized by its name
which is unique in sound and in image, with a
symbol which is always changing in shape and
color.
Dabur case study…