Intro to Corporate Communication Final Paper PDF

**Final-IntroCorpComm** **[Chap 1： Introduction to Corporate Communication]** Forms of corporate communications: ◦Email communications ◦Brochures ◦Flyers ◦Newsletters ◦Website copy ◦Social Media strategy ◦Surveys ◦News summaries ◦Interviews. Internal Communications: [ ] -In addition to being responsible for communicating the organization's message with external audiences, library managers work with communications teams will play at least some role in internal communications, including: ◦Drafting emails and memos announcing company news and initiatives ◦Compiling employee resources (such as information about employee benefits) ◦Creating printed materials, such as employee handbooks or flyers [Modern organizations operate through different departments] charged with community relations, government relations, customer relations, labor relations, human resources -- both at the corporate level and at the business unit level. Also they have various stakeholders who play a role in achieving the organizations, objectives. [Organizations use communication to communicate with these targets to achieve their objectives.] ** ** [Corporate communication] is the total [communication activity] generated by a company and [directed at all relevant target groups] to achieve its planned objectives and create favorable relationships with stakeholders on which the company depends. Each item of communication must convey and emphasize the "corporate point of view and its identity" Corporate Communication: Why do corporations need to develop effective communication? Organizations need communication to : ◦Acquire resources they need in order to operate. ◦Communicate with different stakeholders. ◦Communication with employees to increase their loyalty. ◦Influence the environment within which they operate. ◦Retain their license to operate. ◦Improve the image. ◦Encourage all employees to work together to support the company\'s objectives. ◦Develop the corporate branding. In all organizations, communication flows as the following: vertically and horizontally Internally : linking employees internally to each other, to various layers of management. Externally with different targets (customers, government, resource -- holders...). Formally and Informally : which means not all communications in an organization are work related or aiming at fulfilling organizational objectives. Formal communications (internal and external audiences) A diagram of a company Description automatically generated 1-Management communication: It is the most strategic communication. ![A diagram of a company Description automatically generated](media/image2.png) -Communication is one of the most important skills a manager must have to : ◦gain the acceptance for the organization\'s goals. ◦Develop a shared vision of the company within the organization. ◦Establish and maintain trust in the organization\'s leadership. ◦Initiate and manage the change process. -Communication specialist are needed to support managers in improving the effectiveness of their communications. 2- Organizational Communications -Communications between the organization and its audiences (investors, the public, share holders, financial journalist, investment analyst, regulators, legislators....). -Do not directly aim at generating sales but at developing long -- term relationship. -Apply a different style of communication: messages are more formal and honest. -Initiated by external parties and that means the audiences decide whether the organization should communicate with them. 3- Marketing communication -MarCom is very important to support management communications. -MarCom gets the bulk of the budget in most organizations. -Traditionally termed promotion. -It is a part of the 4Ps marketing mix (product, price and place). -It aims at facilitating the process of exchange. -The organizations choose the target market and avoid communicating with those that are not commercially interesting. -Marketing communication: all forms of communication between an organization and its customers and potential customers, that facilitate exchanges by establishing shared meaning with the brand's customers or clients. Tools of corporate communication The most important practices to achieve Corporate integrated communications are: ◦Use of integrated marketing communications (IMC). ◦Application of visual identity systems (house style). ◦Depending on team works. ◦Adoption of a centralized planning system. 1- Integrated Marketing Communications -In recent years organizations become aware of the need to produce consistent messages (free of contradictions) and this what we can call " Integrated marketing communication" to describe a process for building a fully coordinated communication system inside the organization. -Moore & Thorson (1996) suggest that integrated marketing communication (IMC) can be achieved by: ◦identifying all target audiences. Segmenting audiences on the basis of stage in the purchase decision cycle. Determining messages and communications tools to reach each segment. Allocating resources 2- Visual identity Systems -To produce consistent themes on products and services through the use of common names, logos, sounds, packaging, furniture, building design and even smells. -This led to the emergence of "identity firms" that help the organization to develop a uniform set of symbols, guidelines for employees to create a uniform image for the organization(clothing, way of greetings....). 3-Coordinated teams work groups ◦Team work ◦Integrated communication-Common policy and evaluate its execution. Coordinated teams- Mobilized employees 4-Communication planning system (CPS) -It is a software that can be used to ◦ set up and manage communication projects targeted to internal and external audiences. ◦Manage and control at a general level by providing employees with certain information. ◦Offers standard structure of reports that can be used in various situations. Types of communication in organizations ◦Press agent- propaganda (least desirable: a one-way, not honest, also resist efforts) ◦Public information ◦Two -- way asymmetric communication. ◦Two -- way symmetric communication (best type, open and truthful) A table with text on it Description automatically generated Effective Corporate communication Depends on ensuring that the organization\'s communications policies are derived from the core strategy-identity-brand (SIB) to develop a set of "common starting points" -The corporate strategy can be translated into common starting points by applying the PPT model as : indicate what the organization wants to Promise to its most important internal and external stakeholders; indicate how it expects to Prove it ; and identify what Tone of voice it wants to use to communicate messages to those audiences. -Make plans more specific by applying the KAB model as: specify what the organization wants target groups to know (knowledge), to feel (attitude)and to do (Behavior), both with respect to the entire company and with respect to the individual business unit. Required Skills for Corporate Communications Professionals -Writing skill As a member of the communications department, you will likely spend the majority of your day writing copy in various formats, from emails and memos, to blog posts and articles, to website copy, social media posts, printed collateral, and more. To be effective in the role, you will need to hone your writing skills so that you can communicate clearly to diverse audiences across many formats. \- Presentation and public speaking skills Presentation skills have become more important in recent years. In fact, according to once survey of corporate recruiters, it's in the top five skills that companies look for when filling positions. Communications professionals are regularly expected to interface with the public and members of the media, as well as fellow employees and internal stakeholders. The ability to clearly and confidently present your ideas and information, whether in person or through the aid of technology (such as a video or webinar) is expected in many roles. **[Chap 2：Public\_Relations\_Traditional\_and\_Digital]** Public Relations (PR) defined\... -Public relations is the activities and attitudes intended to analyze, adjust to, influence, and direct the opinion of any group or groups of persons in the interest of any individual, group, or institution. -Public relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics. Goals of PR ◦create, maintain, and protect the organization\'s reputation ◦enhance its prestige ◦present a favorable image ◦create good will for the organization Three Phases of PR ◦Publicity phase of PR ◦Explanatory phase of PR ◦Mutual satisfaction phase of PR Mutual satisfaction phase -Practitioners in the mutual satisfaction phase see public relations as: ◦two-way interaction between an organization and its publics; ◦something done with someone rather than something done to them; ◦negotiation, compromise, and mutual accommodation; ◦communicating in a variety of ways that range from one-on-one interpersonal conversations to dealing with mass audiences via the major media; and ◦applying circuit and/or transactional theories of communication PR Tasks -PR officers use a wide range of media to build and sustain good relationships between the employing organisation and its clients through planned publicity campaigns and PR activities. -PR executives are responsible for handling all aspects of planned publicity campaigns and PR activities during periods of crisis. PR with Traditional Media (TM) ◦Newspapers ◦Magazines ◦Brochures ◦Press releases ◦Press/ media kit ◦Trade shows ◦TV ◦Radio Disadvantages of TM in PR -Slow dissemination of information -Less feedback (one way top-down communication) -Centralized / highly controlled -Less transparent -Expensive -Limited Audience -Out-dated information -Time consuming (organizing events, etc.) PR & New Media \'New Media\' is a term that describes the emergence of digital, computerised, interactive communication technologies. i.e. Internet, Websites, Chat rooms, e-mail, Social media, etc. New media is a broad term in media studies that merged in the latter part of the 20th century It refers to on-demand access to content any time, anywhere, on any digital device, as well as interactive user feedback, creative participation and community formation around the media content Interactivity is a key aspect of many new media tools Social Media -A subset of new media which encourages interactivity via comments or conversation -Social media are defined as \"any tool or service that uses the Internet to facilitate conversations\" -Any online technology or practice that people use to share content, opinions, insights, experiences, perspectives and media Advantages of Using SM for PR -Expedite circulation of information -Reaching broader audiences -Enable to reach people directly -Building connections with public -Reach out and engage public in conversation -Feedback possible -Source for breaking news & stories -Strengthen media relations -Save company\'s money -Easy access, update, and shared workload -Reduces brokers & middlemen Problems in Using SM for PR -Lack of control -Misuse -Misunderstandings -Selecting proper SM tool -Managing different tools, networks & platforms -Never-ending task -Not the only solution Traditional vs Digital PR The history of public relations and goal -informing people -persuading people -integrating people with one another -Radio would enable everyday citizens to communicate and promote their ideas, feelings, and experiences; it would give rise to a new and more democratic PR and communication tools over the years ---------------- ---------------------------------------- ---------------------------------------- Radio Fax Television Post service Cell phones video conferences Social Media Billboards Viral communication or word of mouth YouTube. Newspapers, magazines, journals, ads Emails ---------------- ---------------------------------------- ---------------------------------------- Traditional vs Digital PR Channels Publications: newspapers, magazines, journals. Radio and television. Billboards. Telephones. US Postal Service. Face to face. Websites / Blogs Social Media - Facebook, Twitter, YouTube. Email. Mobile. (location-based in the ad/tech industry) Search [-Telex machines] These machines used radio and/or microwaves to transmit information over the airwave. Variations of them are still in use today for communications by the hearing impaired. Both users needed to have the machine. Less expensive & quicker, compared to phone and post. Image - 1982 telex to Vulcan\'s Florida based manager of engineering services, Jesse Perry, from Alan Keet, at Straits Engineers in Singapore. Telexes were identified by the telex number and the answerback. Telex could also be used in a \"dialogue\" mode similar to instant messaging. In parts of the banking and financial system, Telex is still used for some types of trade confirmation. Ocean-going ships are required to have Telex, as a safety requirement. In remote parts of Africa, telex is still the most reliable (and often) only form of government and administrative communication. Digital PR -Definition Digital PR is the use of online trusted, independent, unbiased. third parties to positively influence a brand\'s target audience. -Two approaches: +-----------------------------------+-----------------------------------+ | OPTION 1 | OPTION 2 | +-----------------------------------+-----------------------------------+ | Old school PR agencies releasing | SEO, SEO, SEO! | | the print media landscape is much | | | smaller than is used to be. | Promoted by SEO agencies, they | | | consider digital PR to encompass | | Solution? | everything from citation | | | building, to generating backlinks | | Launching \"digital PR\" pages on | and outreach activities. | | their websites and social | | | channels. | More links pointing to your site | | | from third party sites= success, | | Social media - digital PR, right? | no? | +-----------------------------------+-----------------------------------+ There\'s also a third approach\... And our personal favourite. Brand awareness - it\'s less about what digital PR is and more about why it\'s important. It involves increasing your organic search engine rankings (i.e. on which page and where you appear on a Google search). This is a direct result of your click through rate (from your SEO efforts) and the quality of the publications mentioning your brand (and their contextual relevance). In terms of traditional Brand Awareness, this includes\... -Traditional Brand Awareness Social media influencer relations Social media advertising SEO Online article placement Blogging PPC Video production Inbound marketing Review generation Email marketing -Brand-only Awareness Social media influencer relations SEO Online article placement (including reviews) \*Remember - A good digital PR result is therefore anything that positively influences a brand\'s social media or organic search profiles, or any positive online media coverage. -How do you measure the success of digital PR? Public relations has typically struggled because it\'s hard to measure its contribution to a business\'s bottom line. Interestingly digital PR doesn\'t suffer the same problem. Anything that\'s directly responsible for increasing website traffic and conversions is very valuable to a business and something they\'ll continue to pay for. Traditional PR agencies that are confident enough to leave outdated PR metrics in the past where they belong, will often suggest PR success measurement is based on how well the business is performing. But by that logic if revenue and profit is down, then PR has failed. However, this isn\'t always the case. The PR campaign may have been excellent at raising awareness with a target demographic but that demographic may have not been the right target audience for the brand, or it was the right target audience, but that audience wasn\'t ready to buy. **[Chap 3：Employee Relations]** What is Employee Relations? -Employee and Employer Relations describes the relationship between workers and employers in business. Communication process is sender encodes messages and receiver encodes messages and together outcome of them is feedback. Why is it important? ◦Motivation ◦Reputation Potential customers, investor and staff ◦Output ◦Efficiency ◦Profit levels Different Approaches To Employee Relations -The workforce is becoming increasingly flexible with an increased emphasis on part-time and temporary workers and against full-time permanent workers -A flexible work force is cheaper for firms, allows them to meet changes in demand, reduces training and allows for specialisation -However there is less security, communication may be problematic and turnover is higher Why are people skills important in the workplace? -People skills or human relations skills are important abilities that help people work together and get along. Leadership for others to follow -Be committed to doing the best job possible. -Surround yourself with quality people. -Have a cheerful, pleasant attitude. -Dont pass the buck. -Admit your mistakes or the fact that you dont know the answer. -Avoid negative criticism of co-workers. -Stand up for your beliefs. -Be open-minded. -Be diplomatic. -Keep a positive mental attitude. -Develop a professional, energetic image. -Be a team player. -Treat coworkers as you want to be treated. Three styles of leadership. -Authoritarian leadership style which favors blind submission to authority. -Laissez-faire leadership style or personality which lacks direction or interference. -Democratic leadership style that favors democracy and social equality. How to Communicate Feedback to Employees -Focus on specific behaviors -Give feedback at appropriate time / place -Focus negative feedback on behaviors that can be controlled by employee Downward Communication\...allows managers to implement their decision and to influence employees lower in organizational hierarchy. Upward Communication\...allows employees at lower levels to communicate ideas and feelings to higher-level decision makers A troubled employee may have\... -excessive absenteeism patterns -poor judgment and bad decisions -unusual on-the-job accidents -involvements with the law -deteriorating personal appearance -problems relating to other people ![A diagram of a problem Description automatically generated](media/image4.png) Employee Recognition Program Suggestion Systems -\"Suggestion evaluation committee\" evaluates suggestions; explains to employees why some suggestions have not been used -Implement accepted suggestions immediately and give credit to the suggestion\'s originator -Make value of reward proportional to suggestion\'s benefit to the company Employee Recognition Systems Employee Awards -give public credit to people or teams who make outstanding contributions -can be initiated by anyone -celebrates team or individual success -encourages organization members to work toward the organization\'s goals How to improve employee relations in your workplace -Create an open dialogue. -Communicate the company\'s mission and vision. -Make employees feel valued. -Promote work-life balance. -Offer career development opportunities. Why do we need employee relations strategy? -Employee relations are important because [they form the foundation of trust between an organization and its employees]. When workers feel respected by their supervisors for their contributions to the organization\'s success, they tend to reciprocate this respect with hard work and loyalty towards the company. 7 Benefits of Having Strong Employee Relations: -Heightened Employee Loyalty. -Increased Motivation. -Fewer Chances of Workplace Conflicts. -Improves the Trust and Confidence. -Ensures a Better Workplace Culture. -Enhanced Work-life Balance. -Better Employee Engagement. 7 Strategies and best practices for improving employee relations in the workplace 1\. Give constructive feedback -Employee evaluation is not just a measure to determine incentives. It should focus on how they can contribute more to their work to get robust results for the corporation, and that starts with getting authentic feedback for their performance. -Give employee feedback regularly to tell them how reliable they are at their work, not merely when the performance audits are on edge, but routinely to help them implement the feedback and improve on the go. -Here are a few approaches you can use to extend constructive feedback to your employees: Be precise and straightforward about the "what" and "why" of your feedback. Avoid emails or phone calls, and use videos or in-person discussions for giving feedback. Have a sincere and candid tone. Be fully aware of the situation before giving feedback. Once you give your feedback, allow the employee a chance to respond. Don't shy away from pointing out mistakes, however, respectfully. "The results of your analysis were impressive, but here's how you can make minor changes to get better results." Acknowledging their good performance and providing them ways to improve is an essential aspect of constructive feedback. This will encourage them to recognize their mistakes and strengths, motivating them to achieve outstanding business and personal goals. 2\. Increase communication with regular check-ins -Your employees play a make or break factor in your business success. They are the most significant resources you have. So, simply assigning them tasks and taking updates is probably not the best way to move forward. -Enhancing communication with your employees with routine checks will help bring up any issues they face at work or any problems they want to discuss. It'll also help resolve one of the most significant employee relationship issues- conflict management by mediating disputes and finding midway solutions for them. -Here are few actions you can take to establish effective communication and improve employee experience: Encourage face-to-face conversations or video calls regularly if working remotely to strengthen work relations. Know when to switch from email to one-on-one conversations in real-time. Re-consider your Human Resources communications strategy. An employee communications app like Slack can come in handy to raise the bar for employee engagement. Be innovative with internal email communications. Apart from work communication, share engaging content like memes, videos, company blogs, or infographics to provide educational resources and promote light humor. You can even use surveys to understand how employees feel about the current communication structure and improve accordingly. The idea is to look approachable to employees for any problems. Finding solutions together, showing support, and acknowledging their thoughts can go a long way. 3\. Provide training and opportunities to upskill -Training and upskilling opportunities are crucial for employee growth and development. Providing resources, webinars, courses, etc., will help them get better at work and ultimately benefit the company. -Establishing such opportunities will help you: Increase employee satisfaction Boost employee morale Enhance productivity at work See a learning curve in performance and growth Reduce employee disengagement -There are various ways to present such opportunities. However, here are some ideas to begin with: Workshops or webinars People skills training Technical training Higher education reimbursements Guest speaking forums Free access to e-learning platforms 4\. Create a culture that promotes transparency -Being open and loyal to your employees about the company's accomplishments and anxieties, however demanding they may be, creates a culture of transparency. -Moreover, creating a work environment that empowers them to voice their concerns, share struggles and achievements will help build a strong-knit company culture. -Without this transparency, it can lead to misunderstandings, troubled employees, and unresolved issues regarding some common problems like safety, hierarchy, etc. -This is how you can instill a transparent culture within your organization: Keep your employees in the loop about modifications and company evolutions. Organize regular meetings to share numbers, achievements, and challenges. Open the floor for communication and feedback. Encourage employees to ask questions in meetings. This can significantly improve employee relations, and engagement resulting in a more dynamic culture that rewards transparency. 5\. Allow flexibility and empower independent decision making -While the idea of independent decision-making may not look promising initially, it can lead to enhanced confidence, developing leadership skills, and unexpected yet excellent outcomes. -It's not too exciting to have one person make all the decisions. Bypassing on the hat, allows employees to be creative and do things differently. You never know how they approach these decisions, which may even turn out to be beneficial and eye-opening. -The key to business growth is experimentation. Allowing employees to make decisions, even at a group or department level, can significantly boost their confidence and empower them to do better and work harder. -Moreover, when you do this, you display confidence and faith. It boosts morale and pushes them to think differently and pursue a different perspective of doing things. Initiating creativity and openness through flexible decision-making is much better than assigning tasks every day and expecting some dynamic results. -Here are a few ways to empower flexible decision-making in your organization. Physical or digital suggestion boxes to facilitate new and creative ideas. Responding and appreciating innovative ideas. Employee surveys to draw ideas, suggestions, and improvements. Brainstorming sessions using innovative methods like brain dump and mental associations to bring forward some creative thinkers. 6\. Rewards and recognition for employees -Rewarding and recognizing outstanding performances by employees can significantly help in improving employee relations and create a culture of collaboration rather than competition. Everyone likes to be appreciated and acknowledged for their work, be it on a small scale. -These make the employee feel that they're a part of something bigger while working in an organization where performance and growth are rewarded. -Here are some powerful ways to implement a recognition culture: Determine employee growth factors. Track performance by keeping reporting managers in the loop. Be fair and promote a transparent environment. Host annual rewards that motivate employees to work hard. These employee rewards can be bonuses, incentives, gift cards, wall of fame, etc. The idea is to reward outstanding performance and empower others to work harder to reach the same level with a rising growth graph. 7\. Analyze performance and growth to make improvements -Promoting and empowering growth is not enough for improved employee relationships. You need to analyze how these methods are working out, how employees respond to them and tweak them to make improvements. -This will help you identify gaps in your employee engagement strategy and improve it to enhance relations. Here's how you can analyze employee performance and growth: -Step 1: The first step would be to define performance factors. While these can vary depending on your employee and business goals, here are a few common ones: Speed and efficiency Quality of work Time management and attendance Creative ideas and solutions Demonstration of entrepreneurial and leadership spirit Personal development efforts -Step 2: Determine a metric rating system to evaluate performance and growth for a particular duration of time. You can either have a rating chart from 1 to 5 or rank it by setting values as parameters, like- partial contributor, contributor, performer, driver, transformer. You can get as creative as you want but make sure the parameters are easy to understand and can be evaluated easily. -Step 3: Schedule a one-on-one meeting with the employee and reporting manager to rank on these factors. Have a SWOT Analysis to list down motivations and pain points to drive solutions and make progressive improvements. -Step 4: Gather data and manage individual performance to initiate growth and create an improvement plan. These ratings shouldn't be shared with anyone but be used to create a structure that can drive improvement and enhance employee relations. In the end, satisfaction and happiness are some of the biggest indicators of strong employee relations. It also determines employee retention and if they would want to continue working with the organization. Good relations at work foster greater productivity and efficiency. It makes work much more engaging and interactive, empowering employees to work harder. Use these seven practices to improve relations between the employees and management. The stronger these relations are, the more the company will grow. Employee Relation pt2 -In every company, keeping your team happy offers its share of unique challenges. -And that\'s especially true in a world where a lot of teams are working remotely. Many employees struggle with social isolation, communication, and a sense of belonging. -Employee relations is there to help with all of these. -Employee relations, very simply, can include everything involved in maintaining your colleagues' well-being. That\'s a broad purview. -Also called HR relations, associate relations, and even labor relations, the goal is to both reinforce your company\'s culture and make sure that teammates can be productive and get along with each other. -The term also refers to making sure they have the necessary support to grow their careers as much as they can with you. -Employee relations professionals aren\'t focused exclusively on your employee\'s happiness, though. They\'re also responsible for helping to improve performance. Strengthening Employee Relations -Understanding how a union will change operations -What causes unionization -Practical advice for day-to-day leadership -Recognizing signs of organizing -A manager's responsibilities as a leader -Management's responsibility to act -What managers can and can't say and do A blue and white card with black text Description automatically generated 9 examples of employee relations -1. Making sure new team members add to the company culture Hiring is no longer about competence alone. It's also about the culture add. A good employee relationship includes making sure that all potential employees bring a unique or necessary quality to the company. It\'s up to the HR relations team to screen potential employees not only when they apply but also in interviews. -2. Onboarding support for new recruits Employee relations teams are responsible for the full onboarding process. Teams need to create welcome packs, set up meetings with key members, and get their equipment ready. -3. Providing ongoing support for employees Employee relations processes don\'t stop once a new team member joins the company. You also need to provide ongoing support in the form of learning and development programs, plus mentoring and coaching. -4. Analyzing performance The improvement of employees\' performance is essential for helping companies to grow year-over-year. Employee relations teams are responsible for monitoring each colleague\'s performance and offering ways to help where possible. You can do this by using insights software. -5. Dealing with employee misconduct Even with the best employee relations strategy, HR teams will find themselves in challenging situations. Unfortunately, employee misconduct such as violating health safety regulations and harassment does happen. Teams, therefore, need a plan in place to deal with these problems. -6. Resolving ongoing conflicts Not everyone is going to get along at all times. Disgruntled employees may argue with their managers or even with each other. Employee relations teams will play an essential role in diffusing these situations and finding the best possible solution. -7. Exploring new ways to further-improve employee well-being Even in an office full of happy colleagues, there is always room for improvement. You might look for new ways to further improve your employees\' happiness by paying for online courses, promoting mental health days, and other well-being initiatives. -8. Extra-curricular initiatives One of the best ways to improve your employees\' well-being and workplace wellness is by providing activities and events outside of the office. This could be something as simple as drinks on a Friday evening or even paid-for fitness or online yoga classes. -9. Office health and safety procedures Employee relations professionals are responsible for putting together building safety procedures. They must also provide everyone with the correct training and manage everything efficiently if something happens. 8 crucial traits of an employee relations manager -1. Emotional intelligence: As the leader of a labor relations team, you need to have a high emotional intelligence level. You must know how to control your thoughts and feelings, but also read others. Empathy and understanding other points of view will enable you to solve colleagues\' problems better. -2. Good communication skills: Unsurprisingly, employee relations requires being a good communicator. You need to know how to engage others, create emails that people want to open, carry out interview questions, and more. -3. The ability to identify problems: Being a valuable Employee Relations Manager requires proactivity. You must have the ability to identify problems that may arise and solve them before they become serious issues. You also need an understanding of where underlying office issues may be, and how to solve them. -4. A strategic mindset: Employee engagement trends change. So does what employees want and do not want from their office experience. As the Employee Relations Manager, you must have a strategic mindset and be able to identify changing trends, and know how to implement improvements. -5. Leadership: Whenever something goes wrong with any employee, employee relations are usually the first called in to help. Therefore, you need to lead others in difficult times and be a source of inspiration to others. -6. Social responsibility: Everyone should be socially responsible, but this is especially true for Employee Relations Managers. You should consider how your team\'s actions impact both the office and the wider community and also think about how you can support humanitarian issues. -7. An innovative mindset: A good Employee Relations Manager is not afraid to try new things. They might overhear new ways to improve what they offer to employees or introduce ideas they\'ve seen happen elsewhere. -8. Resilience: No profession is all sunshine and rainbows, even less so when managing a whole office of employees. You might find that others talk to you disrespectfully, you need to make difficult decisions, or deal with other employee-related challenges. Therefore, resilience is essential in employee relations. 5 employee relations best practices -1. Invest in your people beyond the recruitment phase No company has ever been successful by ignoring its customers after completing a sale. Similarly, no business can operate if it ignores its employees\' needs after they\'ve settled in. One way to invest is with coaching courses, which can improve employee performance by 20% and business revenue growth by 60% over five years. As you can see from employees and teams who've participated in our coaching below, you can also improve your teammates' well-being in various areas. -2. Let your employees know that you trust them Some employees, especially newer ones, may lack confidence and want to work more closely with management. And while you should provide this, it's also important to trust in their abilities. Let them come to you and offer them help, but avoid micromanaging. -3. Have a well-defined company culture According to a survey by Glassdoor, 22% of US employees believe that culture matters most to them in their office. Having a culture that fosters inclusion and belonging will empower your colleagues and help them develop both professionally and personally. -4. Open and honest communication It\'s essential that you are transparent not only with your own team members but also with the rest of the company. You should encourage open dialogue and seek to clarify points of confusion wherever possible. -5. Promote inclusivity Your employee relations strategy must find a way to include everyone. Their seniority level should not matter, nor should their background. When you create an office where everyone feels equal to one another, you will also achieve a greater sense of harmony. Moreover, employees will feel more of a purpose. What are common employee relations issues? Most employee relations teams will have to deal with similar challenges. If left ignored, they will have a detrimental effect on your teammates' experience in the office. This can lead to bitterness, resentment, and further rifts. -1.Disengaged employees: This is a big employee relations issue. Beyond stifling their own personal growth, disengaged employees can become toxic. Their actions could affect the productivity and morale of others and also harm their mental health. -2.Little opportunity for upward mobility: If employees feel like they\'ve put in the work to deserve a higher salary or promotion, they may find it disheartening when others achieve this. Limited opportunities for upward mobility can also cause jealousy and resentment, while also providing little incentive for employees to go above and beyond. -3.Conflict management: Not everything will be rosy all the time. Personalities may clash, team members might not see eye-to-eye, and tempers could flare. It\'s important that all disagreements are settled fast and professionally. -4.Not having access to better information: According to HR Acuity, 58% of HR representatives think that having access to better data would help them to serve their employees better. Not having the tools to improve your offerings can hold you back and cause a leakage in talent. **[Chap 4：Corporate\_Advertising\_and\_Advocacy]** Corporate Advertising: Some Perspectives -The debates continuously confuse many practitioners who still perceive corporate advertising as a tactical tool to hit the ground running in short-term planning. -Many practitioners also still cannot differentiate between corporate advertising and product advertising, though both are considered as paid advertising. -Importantly, corporate advertising, from a perspective of reputation management, must be aligned with strategic communication policy set by top management. -This must be seen beyond Integrated Marketing Communication (IMC) or marketing side -Thus, corporate advertising will be more valued if properly conducted by strategic communicators at the Department of Corporate Communication. -Van Riel and Fombrun (2007) argued that the success of corporate advertising campaign largely depends on the right tool and framework analysis used by corporation aligning them with approaches of reputation management. -Unlike other communication tools such as publicity, sales, marketing communication, and product advertising, corporate advertising must be viewed in a broader concept by considering the public policy and corporate social responsibility in a macro-external environment. Corporate Advertising: Concepts & Functions -Defining Corporate Advertising Corporate advertising is aimed at promoting the overall awareness of a company as well as enhance its brand image to its various stakeholders. Thus, the main idea is to strengthen a company's reputation (Park et al, 2000) -Argenti (2007: 87) defined corporate advertising as "paid use of media that seeks to benefit the image of the corporation as a whole rather that its products or services alone" There is a significant different between corporate advertising (managed by the corporate communication department) and product advertising (carried out by the sales and marketing department) as illustrated in Figure 7.0 (Argenti,2007) -Underlying Function of Corporate Advertising is perceived as a key tool in presenting the corporate identity of the organization to its strategic constituencies. Its functions to promote the organization' s character and personality that assess the overall communications strategy through several types of corporate advertising such as image advertising, advocacy advertising and cause related advertising -The study by Park et al (2000) showed that with the rise of customer sophistication, the corporate advertising is one of the pivotal drivers in formulating and implementing strategy development and perception management for today's global corporation. -Today's corporation should pay substantial attention to, and continue investing in corporate advertising campaign as an improved marketing communication strategy to reach out to existing customers and potential stakeholders Strategic Objectives of Corporate Advertising -According to O'Guinn at al (2202: 74), there are several objectives of corporate advertising that enhance the corporate image and reputation' 1. To build the image of the firm among its various stakeholders such as customer, investors, employees and general public 2. To improve morale of existing employees and attract new skilled employees 3. To convey strategically more coherent corporate messages by expressing the firm's concerns over social, political or environmental issues 4. To better position the firm's products against global competition. Types of Corporate Advertising -In a successful corporate advertising campaign, a firm implements one of theses types of corporate advertising (O'Guinn et al, 2000) -1. Image advertising -2. Advocacy advertising -3. Cause-related advertising Corporate Image Advertising -Corporate image advertising is the most popular of strategic communication campaign planning that is frequently used by global corporation to promote the corporate personality and character to their wider stakeholder. -There are several methods that can be used to achieve the objectives; 1. Creating image-building in the stakeholders mind 2. Providing sponsorship to create an image as a good corporate citizenship 3. Recruiting talented and skilled employees (brainpower) 4. Generating more investment in the firm For example, the giant Korean electronic firm, Samsung, recently invested 120 million pound to run a global branding campaign by appointing the WPP group, a global and reputable communication agency (Benady, 2004, in Trench & Yeomans, 2006: 511) Advocacy Advertising -The firms creates corporate advertisement 'to propagate ideas and reveal controversial social issues of public importance' which may attract sponsors. -They are not designed to promote the corporate image but importantly, 'adopting a position on a particular issue' concerning with social, business or environment that may affect directly and indirectly the organisational image. -For example, Avon's policy on animal testing has alerted many cosmetic companies to consider this corporate value in its policy development Cause-related advertising -The firm creates corporate advertisements to sponsor charities or non-profits organization for the purpose of creating a win-win situation.For example, the diversified global financial services corporation, American Express, supports the restoration of the Statue of Liberty by raising funds accounting for USD1.7 million. Measuring Corporate Advertising Campaigns -1. Attitude Survey To observe the perception of stakeholders about the ads -2. Corporate Advertising Strategy An E-fluential corporate advertising study -3. Focus Group Research To examine qualitatively 'what investors want to seein the ads and how they are react after ads are developed' Advocacy What Is Advocacy Advertising? -Advocacy advertising is the use of marketing to support a particular message or cause. -Unlike commercial advertising, advocacy advertising is considered to be undertaken in the interest of a group or the public and typically does not promote a product or service. -Focused on philanthropic activities concerning social issues -Independent from direct purchasing of sponsor's products or services What Makes Advocacy Advertising Different? -Long-term relationships -Does not focus on sales and product purchasing, creating greater consumer elaboration -"Schemer-Schemas" (Friestad and Wright, 1994) -Necessity of Consumer Elaboration (Campbell and Kirmani, 2000; Shiv, Edell, & Payne, 1997) -Possibility of doubt or suspicion motives Advocacy Advertising and Its Relationship with CSR -Promotion of philanthropic activities -Advocacy Advertisements are commercials about a firms CSR -Used to develop impressions of sponsor, creating long-term relationships -The more CSR, the more Advocacy Advertising needed Consumer Trust -Has both cognitive and behavioral aspects -Expectations leading to desired behaviors Objectives of Corporate Advertising -Create a positive image for the firm -Establish diversified company identity -Help newly deregulated industries -Smooth labor relations -Communicate the organization\'s viewpoint -Boost employee morale Advocacy Advertising -Propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of the sponsor **[Chap 5：Crisis Communication and Decision Making]** Crisis Management Crisis management is the process by which an organization deals with a major unpredictable event that threatens to harm the organization, its stakeholders, or the general public Elements of a Crisis Three elements are common to most definitions of crisis: -a threat to the organization, -the element of surprise, -a short decision time -a need for change Crisis management - 1 Crisis management consists of: -Methods used to respond to both the reality and perception of crises -Establishing metrics to define what scenarios constitute a crisis and should consequently trigger the necessary response mechanisms. -Communication that occurs within the response phase of emergency management scenarios Crisis Management - 2 -The credibility and reputation of organizations is heavily influenced by the perception of their responses during crisis situations Crisis Management - 3 -respond to a crisis in a timely fashion makes for a challenge in businesses. -must be open and consistent communication throughout the hierarchy to contribute to a successful crisis communication process. Purpose of crisis management: -Prevention -Survival -Successful outcomes Communication Mechanisms during a Crisis: -Inside Alert -News Releases -Media Briefings and News Conferences -World Wide Web -Voice Mail -Flyers -Housing Residential Staff -Cable Information Channel -Phone Bank -Hotline Common features of a crisis: -The situation materialises unexpectedly -Decisions are required urgently -Time is short -Specific threats are identified -Urgent demands for information are received -There is sense of loss of control -Pressures build over time -Routine business become increasingly difficult -Demands are made to identify someone to blame -Outsiders take an unaccustomed interest -Reputation suffers -Communications are increasingly difficult to manage Types of Crises -Natural disasters -Malevolence -Technical breakdowns -Human breakdowns -Challenges -Mega-damage -Organizational misdeeds -Workplace violence -Rumors Three Categories of Crisis -Victim crises: very weak crisis responsibility. Natural disasters: acts of nature such as tornadoes or earthquakes. Rumors: false and damaging information being circulated about your organization. Workplace violence: attack by former or current employee on current employees on-site. Product tampering/malevolence: external agent causes damage to the organization. -Accident crises: minimal crisis responsibility. Challenges: stakeholders claim that the organization is operating in an inappropriate manner. Technical error accidents: equipment or technology failure that causes an industrial accident. Technical error product harm: equipment or technology failure that causes a product to be defective or potentially harmful. -(Preventable crisis) Intentional crises: strong crisis responsibility. Human-error accidents: industrial accident caused by human error. Human-error product harm: product is defective or potentially harmful because of human error. Organizational misdeed: management actions that put stakeholders at risk and / or violate the law. Types of crises of organizational misdeeds: -crises of skewed management values -crises of deception -crises of management misconduct. Contingency Planning -Plan in advance -Rehearse via simulation -Stipulate who the spokesperson is -Speed and efficiency in response to crisis -Offer accurate information or it will backfire -Plan offers info and guidance to help decision makers deal with long-term effects of decisions Role of apologies in crisis management -Controversial - for fear of legal outcomes -Evidence says that a compensation and sympathy are effective -True contrition includes sympathy for victims and offers of compensation to offset losses or suffering Common features of a crisis: -The situation materialises unexpectedly -Decisions are required urgently -Time is short -Specific threats are identified -Urgent demands for information are received -There is sense of loss of control -Pressures build over time -Routine business become increasingly difficult -Demands are made to identify someone to blame -Outsiders take an unaccustomed interest -Reputation suffers -Communications are increasingly difficult to manage Understanding Crisis Management -Strategic vs. Tactical Decision makers (Strategic) Recovery teams (Tactical) -Mode of Operation Mission statement (How) Team roles defined (Who) Prioritizing Decisions (What) -Command Center Information Management Key Communications Command Center Activities Virtual Command Center Activities Goal \"Management of a crisis at time of disaster\" Develop a Plan -Anticipate potential questions -Prepare accurate, understandable, and consistent messages -PRACTICE, PRACTICE, PRACTICE Goal \#1: Ease concern to necessary levels -Saying \"don\'t panic\" will not allay fears: you must provide clear indication of why they shouldn\'t worry -Example: \"The risk is low\" or \"the disease is treatable\" -If threat is real and action is required, don\'t encourage complacency Goal \# 2: Give guidance -Give clear instructions on what precautions to take -Provide a list of symptoms to look for in themselves and others -Suggest when to call a physician -Giving ACTION items to public provides comfort and detracts from focus on panic -EXAMPLE: US Duct tape Campaign Proper Body Language is Essential -Maintain good eye contact -Do not cross your arms -otherwise you could appear defensive or uninterested -Resting your head in your hands makes you look tired or bored -Watch your tone of voice -a loud or high pitch voice can suggest hostility or nervousness Executive Crisis Management Team -Chairman / Chairperson -Executive Representative / Spokesperson -Finance Understand Individual Team Roles -Who\'s in charge? CEO? Chairman: Acts as the leader of the Crisis Management Team Drives the overall decision-making process Participates in the assessment of the overall impact of the event to the organization Drives the process to determine initial containment actions Notifies direct reports Finance? CFO? Responsible release of funds for resources, purchasing, etc. during a crisis situation Is mobilized based on the scope and severity of an incident, based on the initial assessment Participates in the assessment of the overall impact of the event to the organization Acts as primary decision maker Notifies direct reports Messaging? Corporate Communications: Responsible for all communications of official status to head office, to the media, and to staff Responsible for coordinating message development for the Crisis Management Team Directs Corporate Communications resources to carry out required messaging and communications to staff and media Participates in the assessment of the overall impact of the event to the organization Employee assistance / Employee status / Notification of next of kin? Human Resources: Responsible for determining the safety and status of all staff Responsible for debriefing employees, employee assistance, counselling, and other personnel matters Coordinates notification of next of kin. Assess staff injuries and casualties Participates in the assessment of the overall impact of the event to the organization Provide family\'s) of affected staff with a point of contact for information and concerns Facilities? Premises & Logistics / Security: Participates in the assessment of the overall impact of the event to the organization Coordinate with utilities companies, and equipment vendors Manage facility issues (Security, Clean up, etc.) Determines staffing requirements to react to the crisis Responsible for facilities, relationship with building management, insurance, logistics Crisis Management Coordinator? Crisis Management & BCP: Responsible for coordinating crisis response activities Opens the conference bridges Activates the Crisis Management Team Provides for information gathering, analysis, and storage Acts as conduit for information from the onsite incident commander Assists the Crisis Management Team in responding and assessing the crisis situation (SME) Coordinates the day-to-day activities of the Command Center 5 communication failures that kill operational success -Mixed messages from multiple experts -Information released late -Paternalistic attitudes -Not countering rumors and myths in real-time -Public power struggles and confusion Writing for the Media During a Crisis -The pressure will be tremendous from all quarters. -It must be fast and accurate. -It\'s like cooking a turkey when people are starving. -If information isn\'t finalized, explain the process. ![A diagram of a crisis Description automatically generated](media/image6.png) **[Chap 6：Media Relations]** What is media? -Mass media consists of the various means by which information reaches large numbers of people, such as television, radio, movies, newspapers, and the Internet. -Controlled media include those in which practitioners have the say over what is said, how it is said, when it is said, and---to some extent---to whom it is said. -Uncontrolled media are those over which practitioners have no direct role in decisions about media content. ◦Instead, media gatekeepers decide if it is reported, what is reported, how it is reported, when it is reported, and to whom it is reported. Media Relations -Media Relations is a strategy within PR that builds relationship between organizations and the media to inform the public of the organization's mission, policies & practices in a positive, consistent and credible manner. -Media Relations is a powerful tool for influencing and changing behavior -It provides critical, 3^rd^ party enforcement for product, service, issue and organization -A journalist provides valuable and sought after creditability that other forms of communication cannot match -More credible than advertisement. -Media Relations involves working with media for purpose of informing the public of a organization mission, policies and practices in a positive, consistent and credible manner -Media relations is a specialist area of PR that focuses on promoting key messages about your organisation or cause through editorial coverage in the media. -Editorial refers to the parts created by journalists, whereas advertisements and advertorials are paid-for sections. -Media relations goal: maximize positive coverage in the mass media without paying Media relations can help: -Raise media awareness among your target audience -Increase understanding of what you offer -Create a positive profile of the organisation through good news stories and on going achievements Media relations is an effective part of any communications plan because: -Editorial tends to be 'believed' more than advertising -Editorial provides scope to expand on topics and provide more in-depth information -You can be more targeted with your communications -However Editorial coverage is not guaranteed Media Relations Tactics -Press release -Video release -Press Conference -Media Interview -Media Kits -Media alert What is News? -An acronym for North, East, West & South. Something that happens somewhere, anywhere is news to someone. -Hard news -- crimes, speeches by government official, natural disaster -Soft news -- charity, opening ceremony, alumni meeting etc. -News is out-of-ordinary events -When a dog bites a man, it is not news, but when a man bites a dog, it is news. ◦Which dog? Which man? ◦If Lassie bites a man, it is news & if a dog bites the PM, it is also news. ◦If someone form Tg. Rambutan bites a dog; it is not news -News is a timely & accurate report of important, unusual and interesting events, ideas and opinion that is of interest to a considerable number of people. News Value -Impact -Conflict -Timeliness -Proximity -Prominence -Human interest -Unusual /novelty Guidelines for Good Media Relations -Shoot squarely -- credibility earned. Don't favor one outlet -Give service -- provide newsworthy, interesting and timely stories -Do not beg or carp (complain) ; don't threaten to pull advertising -Do not ask for "kills" - If the report is misleading or inaccurate, ask for a correction in the computer as well -Do not flood the media -- keep media lists current Guidelines for Working with the Media -Talk from the viewpoint of the public's interest, not the organization's. -Make the news easy to read and use. -If you do not want a statement quoted, do not make it. -State the most important fact at the beginning -- Inverted pyramid style -Do not argue with a reporter or lose your cool. -If a question contains offensive words, do not repeat them in your answer. -If the reporter asks a direct question, give an equally direct answer. -If you do not know the answer to a question, simply say, "I do not know, but I will get the answer for you." -Tell the truth, even if it hurts. -Do not call a press conference unless reporters will consider the content news. Key Considerations -Maintenance of good media relationship is very important for PR practitioners. ◦Be prepared-you have to be familiar with both your subject matter and the requirements of the various media. üBe cool-Reporters sometimes say and do things that prompt an emotional response. Remember for whom you are speaking. ◦Never lie-There are sometimes when a practitioner may have legal, ethical and security considerations for withholding information. There is no excuse for deliberately deceiving people. ◦Demand accuracy-The failure to provide accurate information to reporters, even by an honest mistake, can cast serious doubts on your competence and credibility. ◦The burden of context is on you-Words must be placed in an appropriate context. ◦Don't go off the record-Most disputes about what was and was not off the record stem from misunderstandings. ◦Never speculate-Reporters love to ask speculative questions. You do not need to answer them. ◦No comment is a nonstarter-if you are not in the position to answer a reporter's question, explain your reasons. ◦Be there in good times and bad times-take a long term view of your relationship with reporters. If you want the media to respond to you when times are good, you have to respect their need for information when times are bad. What is a Media Release? -A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. -Official announcement (written or recorded) that an organization issues to the news media -Typically, they are mailed, faxed, or e-mailed to assignment editors and journalists at newspapers, magazines, radio stations, online media, television stations or television networks. When to Prepare /Distribute a Media Release? -There is no cut-and-dried formula for when a media release should be written and distributed, here's a few reasons when it's a good idea: ◦New product launches ◦Updates to existing products ◦Opening a new office ◦Introducing a new partnership ◦Rebranding ◦Promoting/hiring a new executive ◦Receiving an award -A regular cadence of meaningful news can help a company stand out and build mindshare with journalists over time. Formatting: The basic component of a Media Release -Letterhead -Contact -Headline -Dateline -Lead paragraph -- 5W1H -Body text -Conclusion / Boilerplate Inverted Pyramid style A diagram of writing a triangle Description automatically generated **[Chap 7：Corporate Writing]** What is corporate writing? -Corporate writing is writing for business purposes. -A press release, for example, is corporate writing. -So is the content written for a company's informational web site, whether it's used by journalists or the public. Business communications: -Business communications are written for people who deal with the company, either internally or externally. -Business communications to the internal audience---that is, to employees---are things like newsletters, in-house magazines, company-wide memos, email updates and intranet sites. External business communications are geared toward shareholders, analysts or the public. -Examples of external business communications are annual reports and other financial statements, opinion pieces and policy statements. There are also speeches and presentations for both audiences that need to be written. Marketing communications: -These are things written with the specific purpose of selling a product or service. They're directed to the consumer or to a business customer. Brochures and other sales material (the stuff a salesperson leaves with a potential customer, for example) are examples of marketing material. What are business writing skills -Business writing skills are the characteristics that help you communicate effectively in a professional setting through writing. -These skills often include communication, proofreading and persuasion. They help you engage with your audience more clearly in situations that may require you to send an email, draft a memo or write a letter to your clients, colleagues or supervisors. -By improving your business writing skills, you can enhance your credibility in the workplace and appear more professional when interacting with both clients and colleagues. How to improve business writing skills 1.Think before you write To ensure you create effective business materials, plan your message before writing it. One of your first steps is to identify the purpose of your message. You can track your progress by deciding on a few key points to include in your writing. Planning messages can help you ensure that you only include the most relevant information. Understanding which objective you want to achieve can help you draft your message effectively. Business writing generally falls under the following four categories: Instructional: This type of message instructs the recipients on how to complete a process or task. Examples of instructional communications include memos and user manuals. Informational: These messages, such as financial statements and other business reports, provide the recipients with relevant information about the business. You can use informational communications to mark project progress, make decisions or ensure compliance. Persuasive: The purpose of these messages is to influence the decisions that targeted audiences make using information that's relevant to them. Examples include sales pitches, project proposals and press releases. Transactional: This category covers most daily workplace communications, and its purpose is to share news or information and gather reactions. Examples include emails, official letters and invoices. 2\. Be concise In business writing, choosing to keep your main points concise can help keep your audience engaged amidst their busy schedules. Try to be as succinct as possible in both the structure of your documents and the language. Determine how to relay your messages in as few words or sentences as possible and replace complex words or phrases with shorter, plainer language. Another effective method is to remove unnecessary adjectives or adverbs and any irrelevant details. For example, rather than We very much appreciated meeting with you on Tuesday, you can say, We enjoyed meeting you Tuesday. 3\. Understand your audience You write to a wide variety of people in your professional life, so it's beneficial to consider their individual needs and interests when communicating. Think about why the document matters to your audience and how you can convey that through your business writing. Ask yourself who might read your message, the goal of your message and the level of interest your target audience has in it. In addition, consider your relationship with the recipients, as that can determine the tone of your message. Some audiences require you to be formal, while others may prefer a more conversational tone. 4\. Use active voice In sentences that use the active voice, the object or subject performs the action. In the passive voice, the subject in the sentence receives an action. Choosing to use active voice over passive voice provides clarity and reduces wordiness while also strengthening your message. It also helps make the meaning of your communications more obvious to your audience and creates a more engaging narrative. 5\. Avoid using jargon A wide variety of industries and organizations use their own terminology. While these unique terms can serve as shorthand, they can confuse people outside of the business. One goal of business writing is to ensure anyone can understand your communications. Therefore, when writing to external recipients, stay mindful of terms they may not be familiar with and avoid them. If you aren't able to avoid jargon, try to explain the concept in as plain terms as possible. In addition, spell out acronyms specific to your organization or industry for clarity. Doing this is also necessary because some acronyms can have multiple meanings. For example, IP may mean internet protocol to one person but intellectual property to another. 6\. Get to your message quickly Whereas creative writing lets you build up to the main idea, business writing requires getting straight to the point. Your recipients most want to know what your message is and why it matters to them. Since they're often busy at work, they may become disengaged with your communications if they can't identify the purpose of your writing quickly. Before you begin writing, consider your main points and draft a summary sentence that you can include at the top of your written communication. When writing documents with multiple paragraphs, add the main point in the first sentence of each one. By doing this, you save your recipients the time and effort of searching for the main purpose of your message themselves. 7\. Focus on accuracy Accuracy is an essential component of business writing, so try to focus on the facts rather than providing opinions unless the purpose of your writing is to share your thoughts. Accurate data or statistics can also convince your readers to follow your recommendations, so utilize such information when drafting persuasive communications. Avoiding opinions or hyperbole also establishes your professional credibility. When recipients know they can rely on you to provide accurate information, it builds trust and persuades them to listen to what you have to say. 8\. Be specific in your call to action If the goal of your message is to get the reader to do something, include a distinct call to action in your writing. Calls to action are often useful in emails or other direct messages. Be as specific as possible to ensure your recipient understands what to do, along with any expectations on how you want the action completed. This technique ensures you can send your message without also providing further instructions or clarifications, which can take up more time than necessary. 9\. Write in your authentic voice When crafting less formal business communications, convey your own unique voice in your writing. Write as if you were speaking to the recipient in person and choose words that you use in your day-to-day life. This can help you gain the trust of your readers. Use simple language, as larger or more complex wording may make your writing less engaging. Adopting a more conversational tone when appropriate gives your reader insights into your personality. It's also important to remember to consider your audience, as writing to clients may require you to use formal language rather than writing to colleagues. 10\. Maintain professionalism Demonstrating professionalism involves communicating in a way that shows respect for others. While you might want to showcase your authentic self to create rapport, it's also necessary to balance that with your professional self. Assess the professionalism of your communications by asking whether you would feel comfortable if a supervisor read it or if the public could access it. Try to avoid slang or hyperbole so you can better establish your professional credibility. 11\. Create templates If you frequently send the same types of written communication to colleagues or clients, consider creating a template you can use to make your writing process easier. Even if you don't follow your templates exactly, they can help you begin your writing more quickly. For example, if you send a follow-up email to your clients each month, having a template can save you time and allow you to focus more on other important tasks. Make sure to review any documents that use a template to ensure you replace the correct information properly, such as company or client names. 12\. Use writing resources No matter what proficiency you have as a writer, you can find a variety of online writing resources to help you learn more about grammatical rules and establish good habits. These tools include grammar and readability checkers, online dictionaries and thesauruses and even technologies that can analyze tone. Use these resources as a final review after proofreading. These tools can also help you focus on areas for improvement and strengthen your writing. 13\. Proofread your communications No matter what you write, it's beneficial to always proofread it as thoroughly as possible. Review the message for any grammatical, spelling and other errors. A polished document makes you appear professional and credible to your recipients. Consider reading the material aloud to yourself. ensure that the flow of information makes sense and sounds engaging to the reader. It can also make it easier to catch any language that feels repetitive or unnecessary. 14\. Ask for feedback As you build confidence in your business writing abilities, ask other people to provide feedback. You can seek help from professional writers and editors or trusted colleagues and friends. These sources can provide insights into your writing and help you improve your tone. Try to be specific about the type of feedback you wish to receive. For example, you may want to focus on whether you're using the right tone or concise structure and wording. By doing this, you focus on specific areas to improve one step at a time. 15\. Keep practicing Regular practice can help you improve your business writing skills. Make sure you follow any organizational guidelines or style guides to promote consistency in your writing and focus on following journalistic best practices when drafting new communications. Periodically review your previous writing assignments and make an effort to track your improvement. In addition, consider spending some time writing outside of work to help you better understand your voice as a writer and realize which mistakes you make the most often so you can correct them more easily when writing professionally. How to write corporate content? 1.Write a Head-Turning Headline. The headline determines whether audiences will read the rest of your work. If the headline doesn't spark interest, stir an emotion or make the reader want to learn more about the topic, you simply won't achieve the desired results with your content. Walker Sands' professional copywriting services take the guesswork out of generating effective headlines by using proven techniques and traffic-driving strategies. 2.Create a Hook That Grabs Their Attention. You have three seconds to keep readers hooked after the headline. The first sentence also plays a role in determining whether they read the rest of your content. As a result, it should capture the reader's attention and smoothly lead them into your first point. 3.Do Your Research. You must have extensive knowledge on the topic you're writing about, especially in the B2B market. Include statistics, data and metrics to establish credibility and support your claims. 4.Focus on a Single Purpose. You should identify at least one key message you'd like to convey before you create your content. Keep this in mind when writing and tie your content back to the main point as much as possible. 5.Write in a Unique Voice. The content you publish is the voice of your company and it should be unique to your company's personality. It's important to align the tone of your writing to your target audience, business goals and brand persona. 6.Optimize Digital Content. The best digital content often consists of short paragraphs, short sentences and bulleted lists. Digital content should also be optimized for search using SEO best practices and the latest SEO content strategies. 7.Edit Your Work. After you have created a first draft, go back and consider how you might polish the rough edges of your writing. In most cases, writing improves as it goes through a round or two of edits---even when it has been drafted by experienced content creators. Types of Workplace writing -Letters Letters of Application Thank-You Letters Letters of Complaint Bad News Letters Letters of Request Informative Letters Letters Promoting Something -E-Mail Messages and Memos Brief Reminders Information Exchanges Recommendations Announcements Thank-You Notes -Reports Sales Reports Minutes of Meetings Accident or Injury Reports Job Completion Summaries Proposals for New Products Progress Reports Research Reports Case Studies -Special Forms News Releases Product Brochures Newsletters Advertisements Manuals Types of Professional Writing: From Fiction to Memos -Professional writing is the process of creating an informative, persuasive, and error-free piece of text as a job or service. The type of content that professional writers are typically engaged in ranges from academic texts like research papers to newspaper articles, websites, and social media posts. Professional writing often refers to writing within the context of a workplace but can mean any type of writing as a profession. -The purpose of professional writing is not only to entertain but also to educate. -To ensure their content is taken seriously, writers often follow set guidelines when they write for business purposes. These standards are globally accepted and established by organizations such as Forbes Magazine and Harvard Business Review, which will disregard work that does not meet professional standards. -All professional writers follow these guidelines when creating content, and in the case of ignorance on their part, they may have to re-write their work or risk having it rejected as unprofessional. -Professional writing is a type of creative work that's often done by expert copywriters. Writing often needs to be carefully crafted with facts on the subject because clients can't afford any mistakes or anything that would render the content ineffective. Without professional writing services, companies have to do their own research and spend countless hours trying to find the information they need for their projects. -The motive behind this type of work may be for personal entrepreneurial use or business environments when you have something specific that your company wants to convey. -Professional writers offer their services in an array of different forms, including web pages, social media posts, and newsletters. -Through content, you can define your authority on the subject matter to attract more business opportunities. This type of writing also influences buyers by providing them with consistent engagement between you and your audience through customer-centric messaging that provides true value for the buyer's time. 1\. Business letters Business letters fall under the category of instructional text. Informational documents and minutes are both types of professional writing that can be used in business settings. They consist of different documents, such as user manuals and meeting minutes. Writing a business letter can be formal and professional. The length of the letter depends on the purpose, the writer's objective, and the message that needs to be conveyed. A good way to begin writing a business letter is by outlining what you want to say in your introduction paragraph before diving into your body paragraphs. A business letter can be as short or long as the writer needs. The recipient's address must always be included in a business letter, and it should also include who is writing the letter. Finally, the body of a business letter is where you write your main message. A business letter is typically used to convey company information. A standard format for a brief paragraph should be followed, including the date and name of the sender, recipient, and salutation ("Dear Mr. Smith" or "Greetings!") with an opening line that briefly states what you want to discuss. The body of your message follows this introductory line, followed by closing lines asking for feedback on your message if needed or thanking the recipient for their time. 2\. Emails Email writing is the most common type of business communication. Emails can be used to communicate with employees or customers, share information, provide instructions on how to use a product or service, or serve as an informational marketing tool. 3\. Reports Reports are documents that archive and communicate information, record incidents, or finalize projects and recommendations. A report can be a formal written document for internal business purposes. One example is the findings and analysis for a marketing study that includes an introduction, executive summary, and information on the findings. There are many different types of reports that can be created to provide information on a specific topic. Knowing how your audience is going to read the report will help you determine which type of report would be most beneficial for them. The purpose of each section is important for readers, as they need to find the information they want. The quality of organization of your report will help them find what they are looking for. Know what the audience is looking for in your report. Then, provide that information with each section of your document. Organizing reports can help readers find important information easily and quickly. 4\. Newsletters Business newsletters can be brief, punchy, and simple. You should maintain interest by keeping it brief, but you must also keep it interesting. To maintain a strong audience, newsletters should be informative and include an interesting angle. This will keep your customers engaged with the company's content as they learn about what is happening in their world. Research shows that the perfect length for a newsletter is about 20 lines of text or 200 words. This helps you connect with more customers and boosts your content marketing strategy. Newsletters are a powerful tool that can be used to improve your business's credibility and authority. Newsletters boost content marketing strategies, which in turn increase engagement with customers. You can customize them for stronger engagement by providing unique messages tailored to readers' needs. 5\. Memos Memo writing is an art form. It differs from other types of professional writing because it's used within organizations to communicate information. In contrast, letters are typically written for people outside of an organization. The style should be brief and easy to navigate while maintaining a professional tone throughout the document. Memo writing is an art form that requires a good structure. Brief, easy-to-read, and fast memos are more likely to be effective in bringing attention to problems and solving them with suggestions on how the problem can be solved or handled better. Memos are short and to the point, which is what makes them effective. The goal of a memo should be clear and concise; it shouldn't take more than one paragraph for the audience to understand what's going on. When writing memos, keep your last paragraph actionable so that readers will take appropriate actions after reading your message (such as signing up for an internal email list or an event). Include a brief closing statement with a summary of the key information from the memo. This can be a point-form summary or a short paragraph. 6\. Press releases Press releases are a great way of communicating your company, products, events, or policies to the public. They can be used to get people's attention and share information about yourself with a broad audience. A press release is also an effective tool for marketing and PR purposes. Press releases often notify the media of an upcoming event in hopes that they will spread the word. Press releases are short and to the point. PR professionals send press releases to propose news story ideas, which can then be published online or in print media. Press releases are a tool used by PR professionals. The goal of a press release is to pique the interest of journalists or publications, which leads to increased traffic for websites and potential opportunities. This can be done through various methods such as emailing reporters directly or sending out a mass email with a link that points back to your website. You can also post this on social media platforms like Twitter and Facebook. While press releases are important to your business's media relations, they don't guarantee you exposure in the media. 7\. Meeting agendas A meeting agenda is a list of items and the timing for a meeting. The goal is to identify the meeting's goals and discuss topics. A clear, well-written agenda can help you stay on track at meetings. When a meeting starts, participants should already have an agenda. The purpose of the agenda is to set clear expectations for what needs to occur before and during a meeting. The purpose of the agenda is to create a clear set of topics, objectives, and time frames for attendees. It sets expectations about what needs to occur before and during a meeting. The agenda is a list of activities that participants hope to accomplish during their meeting. It saves time for all the involved parties since they can plan ahead with an agenda in hand. 8\. Resumes and cover letters A cover letter is your introduction to your resume, and it can be up to 400 words long. A good way to tie experience in with the job description is by mentioning the skills that you have specifically listed in the job description. It should also include a mention of how you meet the qualifications for the position. The type of writing is formal and professional, so a similar style is perfect for any level of employment. A professional resume writer's job is to craft a compelling marketing document for a candidate. An ideal resume writer has experience in hiring, has industry-specialized knowledge or education, and often has formal training. 9\. Handbooks Handbooks are a great way for employers to outline strategies for thinking, writing, and acting. They can be valuable to both the employer and employee because they set out rules that should be followed. Handbooks protect employers against claims, but they also help managers build an ethical framework in which employees work. Handbooks are a document typically available to employees and customers. They are an easily accessible guide to a company's policies and practices, as well as an overview of management expectations. Handbooks are also often legal documents that must be reviewed by a lawyer to ensure compliance with guidelines. Handbooks should adhere to consistent style rules for headers, lists, notices, and graphics. Handbooks should also use tables and documentation to make it easier for the reader to understand. 10\. Responses to customer complaint letters One type of professional writing is creating memos and letters that respond to customer complaints or inquiries. There are a few things you can do to handle customer complaints. First, clearly outline your plan for remedying the situation, and distribute it internally as well. Second, it's easy to become defensive or write off responding to complaints as not worth the effort; however, those mistakes cost time and money in terms of lost business. Responses to customer complaint letters often do not get communicated within a business. It is now more likely for customers to share feedback moving forward. Allowing customers to leave feedback can make it easier for them to continue doing business with a company in the future if they are satisfied by the interactions and feel like the response is adequate and do not fear retaliation from staff. Depending on the field, most complaints might come via social media. 11\. User manuals User manuals fall under the instructional business writing type. A user manual carries instructions for a new employee for a certain business process. The instructions can be on operating a machine or using the software. In addition to that, user manuals aim to assist an employee in using a certain product or application. User manuals are technical writing documents, hence it is the responsibility of developers or technicians to draft them. You must have encountered a user instruction manual, as they come along with various products as a product guide. These can be provided to the target audience in both hard and soft forms. In general, usual businesses have an online user manual, while manufacturing companies have a hard copy for these manuals. Furthermore, user manuals can include images, screenshots, and illustrations for better readability. Each business can have its custom format for a user manual, and there is no hard and fast rule for its formatting. In addition to that, the writing tone is professional, and it must not include any technical jargon without its prior explanation. What information should be in a user manual? -Different kind of products need a user manual. A product can be a system, tool, device, an instrument, a piece of software or an app. Depending on the type of product, a user manual might include things as: Product name Model or type number Intended use Features/accessories Description of the main product elements Description of the user interface Safety warnings Installation instructions Description of how to use/operate the product Troubleshooting section and instructions on how to solve problems Maintenance information Repair information Information on disposal of the product and packaging Technical specifications Table of content Index Glossary Warranty information Contact details What is a \"press release\"? -A press release is a written statement to the media. It is a product written in the third person that seeks to demonstrate to media personnel the newsworthiness of your published paper. -The media are more likely to consider doing a story idea if they first receive a press release. -It is a fundamental tool of public relations work. Step 1 in Writing a Press Release Write the headline Gets attention. Suggests a reader audience. Delivers a complete message. Draws the reader into the body copy. It should be brief, clear and to the point: an ultra-compact version of the press release\'s key point. Public relations Step 2 in Writing a Press Release Write the body copy. Start with the date and city in which the press release originates. If your institution or organization has a media or public relations unit, the people who work there will be of great assistance; however, you can help them by providing some key facts. The lead, or first sentence, should interest the reader and say concisely what the research study found. The next 1-2 sentences should then expand upon the lead, thereby filling in some details. The press release body copy should be compact. Avoid using long sentences and paragraphs Avoid repetition and use of technical language and jargon Strive for simplicity with no wasted words The press release should be written as you want it to appear in a news story. Because media people are busy and may not have time to research your announcement, much of what you write for your press release is what the media may use in their write-up of your research. Step 3 in Writing a Press Release Communicate the \"5 Ws\" (and the H) clearly. Who, what when, where, why - and how - should tell the reader everything they need to know.  Who did the research (eg, leader researcher or research team). What was found? When was the research carried out? Where was the research carried out (ie, institution)? Why is this research important? How can people find out more? A quote from the lead researcher may add context to the findings Other Keys to the Press Release Keep it short and to the point. The length of a press release should be limited to \~ 500 words of single-spaced text of 10-12 point font. If sending hard copy, the text should be double-spaced. The more newsworthy the press release copy, the better the chances of it being selected by media for wider dissemination. ![A screenshot of a website Description automatically generated](media/image8.png) A document with text on it Description automatically generated Cover letter & resume What is a Resume? -A resume is a summary of your experiences and skills relevant to the field of work you are entering. -A resume is an accomplishment driven marketing tool for individuals seeking employment. -A resume relates your experience to your career objective. What is the Purpose of a Resume? -The goal of any good resume is to show that you are a qualified candidate and a good match for the job. -The resume motivates employers to interview you. -Remember! Most employers spend 10 - 20 seconds scanning a resume. Keep your resume to 1 page! Types of resumes -Reverse Chronological Resumes -Functional Resumes -Targeted Resume -Combination Resumes **[Chap 8：Investor Relations]** What is Investor Relations? -Investor relations is the term used to describe the ongoing activity of companies communicating with the investment community -While the communication that quoted companies undertake is a mix of regulatory and voluntary activities -investor relations is essentially the part of stock market life that sees companies interacting with existing shareholders, potential investors, analysts and journalists. -A strategic management responsibility required for publicly-traded companies. -Integrates finance, communication, marketing and securities law compliance. -Enables effective two-way communication between a company, its shareholders and the financial community. -Contributes to achieving fair valuation for the company. -A form of marketing. Objectives of Investor Relations -The main goal of IR is to position the company to compete effectively for investors' capital -To achieve this, IR focuses on the following objectives Explain the company's vision, strategy, and potential to investors and "intermediary constituencies" such as analysts and the media Ensure that the expectations of the company's stock price are appropriate for its earnings prospects, industry outlook, and the economy Reduce stock price volatility Who Handles IR? The IR function can be handled by: -An individual within a company i.e. Director of Investor Relations -A department within a company i.e. Corporate Communications or Investor Relations -Supported by outside consultants Communications Legal The IR Skill Set To be successful in the field of IR, you MUST have: -Excellent writing and verbal communications skills. -Knowledge of accounting and financial terms. -The ability to think strategically. -An understanding of the stock market and how it works. -A marketing mindset. The Investor Relations Professional seeks to: -Win Win shareholder support through timely and valuable communications. -Serve Serve as their link to the organization. -Provide Provide information according to SEC regulations. -Uphold Uphold ethical and professional guidelines. IR Audiences IR activities primarily target: -Individual investors -Institutional investors/money managers -Securities analysts Secondary audiences for IR activities include: -Employees -Customers -Communities What Does an IR Person Do? Primary responsibilities for the IR person include: -Developing an overall strategy. -Setting goals and objectives. -Developing key messages to support the strategy. -Overseeing IR program development and execution. -Providing feedback on the investor community to management team. IR Has Many Responsibilities -IR is responsible for a wide variety of investor activities, some regularly scheduled and others that arise on an as-needed basis -Regularly scheduled activities include:Marketing the Brand to Investors -Annual ReportInvestor Meetings/ConferencesInternal Valuation Models -Quarterly Reports & Conference Calls -Maintenance of Website -Event-driven activities include:Investor Targeting -Crisis Communications -Merger & Acquisition IssuesCross Border IR Why commit to Investor Relations? -Fundamentally, the remit of investor relations is not only to create an awareness and understanding of your company amongst the investment community -it is also to help quoted companies gain :- access to capital achieve liquidity fair valuation for their shares -Getting balance right IR Directly Impacts Stock Price -Corporate Investor Relations activity could account for as much as a 25% variance in a company's stock price, according to a recent study -Study surveyed 243 buy-side investment professionals from leading mutual funds, pension funds and insurance firms -82% believe good investor relations affects a company's valuation -"Superb" IR is associated with creating a median stock price premium of 10% -"Poor" IR is associated with a median stock price discount of 15% Institutional Investors -Long-term, concentrated support -Managing pooled assets -Hedge funds, long only investors and sovereign wealth funds -Benchmarked performance -Focus on key investors Analysts -The role analysts play in forecasting a company\'s performance is vital in setting market expectations about its likely profitability and future growth -Analysts therefore play a pivotal role in the relationship between a company and its investors -Analysts strive to have as deep an understanding of a company, its key drivers and macro influences as possible, which requires regular access to the company\'s management and ongoing direct communication Media This means that for all businesses, and quoted companies in particular - which have a duty to engage with their shareholders - effective communication with the financial press is more important than ever, whether :- Traditional print (newspaper and magazine) Journalists Broadcast press Radio and television Internet based new media ![Several papers on a white surface Description automatically generated](media/image10.png) A close-up of a website Description automatically generated ![A close-up of a website Description automatically generated](media/image12.png) **[Chap 9：Corporate\_Governance]** What is Corporate Governance? Promote the efficient use of scarce resources Promote the trust of investors Good corporate governance has a positive link to economic development and good corporate performance Funds will flow to entities which are seen to have internationally accepted standards of corporate governance Why is it important? Proliferation of financial scandals and crisis Loss of trust of investors Globalization lead to increasing cross-border investment opportunities but investors may not have knowledge about the regulatory framework of overseas investees Investors are not willing to invest in countries/companies that are corrupt, prone to fraud, poorly managed and lacking sufficient protection for investors' rights Securities and company law protection may help, but not enough Corporate Governance supplements the legal framework Corporate Governance also plays an important role in maintaining corporate integrity and managing the risk of corporate fraud, combati

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