CORPORATE PR
Pengantar Public Relations
–
KOM 116
Program Studi Ilmu Komunikasi
Dosen Pengampu
CEO can enhance
credibility
by being
transparent, engaging in proactive
communications, supporting CSR
Initiatives
In 3 areas (environment, ethics &
employees), the public noted a gap
between actual & perceived corporate
behavior
Corporate Credibility & Reputation
PR in Multinational Company
PR Roles
PR Activities
PR in Corporations
PR in Corporations
Responsible use & to
help develop
cooperative
relationships
between corporations &
other societal
institutions
Media relations
Employee
relations
Community
relations
Consumer
relations
Financial
relations
Marketing
communications
Public affairs
smooth & enhance a
company’s
operations as well as increase
its sales
Corporate Public Relations
PR ACTIVITIES
Activities
%
Corporate communications
(not advertising)
85
Crisis management
73
Internal communications
73
Marketing PR
73
Executive communications
69
Product PR
62
Online communications
61
Community relations
61
PR ROLES
Public Relations Roles
TACTICAL MANAGERS
(Make To Day-to-day Decision on Many Practical & Specific Issues)
Communication
Manager
Specialist In PR, often
Directed By Others
Communication
Technician
1 1
2
Entry Level Jobs
or
Specialized Tasks
2 STRATEGIC MANAGERS
(Concerned with
Management, Trends, Issues, Policies & Corporate
Structure)
COMMUNICATION MANAGER
(Grunig & Hunt, 1984, p. 91)
Expert
Prescriber
Communication
Facilitator
Communication Manager
...means acting as a go-between,
facilitating communication
between management and publics (Dozier, 1995, p.24)
He or she is a liaison, interpreter, and mediator
Communication
Facilitator
Expert
Prescriber
Helping management think through problems & issuessystematically to find a solution (Dozier, 1995, p.24)
the public relations manager helps others
in the organization solve their public relations problems
Problem-Solving
Process
Facilitator
…functions as the
“expert” public relations
person who researches and defines public relations problems, develops programs, and takes responsibility for implementing programs
3
2 1
PR in Multinational &
SMALLER Corporations
PR in CORPORATIONS
Multinational
•
3 major barriers:
language,
laws & culture
•
3 distinct aspects:
1.
Represent
multinational
corporations
2.
To help
bridge
the
communication gap
3.
Conducted in the various
host countries
of the
corporation
Smaller
•
Responsible for
all aspects
of
the business
•
Spent most of the time on
1.
strategic planning,
2.
supervision
3.
doing the work
Tactics used by CPR
Use whatever means is available & appropriate to send a
message to external & internal audiences
TOOL INTEGRATION
Communicators might use the disciplines from other
sciences to PR
CROSS-DISCIPLINARY INTEGRATION
Corporate Credibility &
Reputation
To exert
positive
influence
on
public attitude
,
corporations must be
perceive as
honest
& responsible
Honest & responsible
World class
reputation
Positive relationships
Resultant
mutual understanding
on policies &
issues
Being
trustworthy
& taking
a right actions
CSR & Diversity
Diversity means
different things
in different countries
Diversity or inclusion encompasses
the mix
of race, age, gender,
sexual orientation, religious beliefs, national origin &disability
CSR has its roots in corporate philanthropy
CSR is not a random act of kindness
Evaluation & communication
Management
Training
Accessibility
Comprehensiveness
Opportunity
Inclusion
7 Tenets to Achieve Diversity
