Corporate Communications and Public Relations PDF

Corporate Communications and Public Relations Ashish Mathur School of branding and advertising School of branding and advertising  How to be a great media professional 1. Read Read Read....

Corporate Communications and Public Relations Ashish Mathur School of branding and advertising School of branding and advertising  How to be a great media professional 1. Read Read Read. 2. TOI, HT, ET, MINT, HINDU, NYT, WSJ 3. Must read books : - The power of habit – Charles Dhuigg - The art of thinking clearly - Rolf Dobeli - Atomic Habits – James Clear - Pandeymonium – Piyush Pandey - David Ogilvy Ogivly on Advertising. Confessions of an advertising man School of branding and advertising  Introductions 1. Your name. which city are you from? 2. What made you enroll in this course 3. What do you plan to do after graduation. School of branding and advertising  Ground Rules 1. Respect the faculty – expect respect and love in return 2. Class is open ended encourages discussions, questions but does not encourage chaos. 3. There are attendance rules respect them 4. This floor belongs to the faculty your entry and exits are subject to approval – Faculty decides who stays. 5. You are here to get knowledge, that’s what you will get, expect anything else find it elsewhere 6. If you have better things to do than attend this class please go ahead do it – but not here. School of branding and advertising School of branding and advertising  Communications process communication : Transmitting, receiving, and processing information senders :The person(s) attempting to deliver a message or idea Encoding: The verbal (words, sounds) and nonverbal (gestures, facial expressions, posture) cues that the sender utilizes in dispatching a message. Channel : All of the items that carry a message from the sender to the receiver decoding What occurs when the receiver employs any of his or her senses (hearing, seeing, feeling) in an attempt to capture a message Receivers: The intended audience for a message Feedback: The information the sender obtains from the receiver regarding the receiver’s perception or interpretation of a message noise : Anything that distorts or disrupts a message. clutter What exists when consumers are exposed to hundreds of marketing messages per day. School of branding and advertising  What is IMC Integrated marketing communications (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders. The program covers all of a firm’s business-to-business, market channel, customer focused, and internally- directed communications. School of branding and advertising  Various Communication Kinds External Internal Communication Digital Communication Communication Interpersonal Communication External Internal Interpersonal Digital communication communication communication communication focuses on involves sharing refers to the encompasses the engaging with information, exchange of use of various stakeholders fostering information and online platforms, outside the collaboration, and ideas between social media, and organization, such building a strong individuals within digital tools to as customers, corporate culture the organization, connect with investors, and the within the enabling effective stakeholders and general public. organization. teamwork and share information. decision-making. School of branding and advertising  Principles of Effective Corporate Communication Clarity Consistency Transparency Adaptability Corporate Maintaining Organizations Corporate communication consistency in should strive for communication should be clear, messaging and transparency in strategies should concise, and branding across their be adaptable to easily all communication, changing understandable communication fostering open circumstances, to ensure channels is crucial dialogue and market trends, effective for building trust addressing and evolving information and credibility. stakeholder stakeholder dissemination. concerns needs. School of branding promptly. and advertising  Corporate Branding and Identity Visual Identity 2 Brand Voice 1 Defining a distinct brand Developing a consistent voice that resonates with the visual identity, including target audience, ensuring logos, color schemes, consistency in tone and typography, and imagery, messaging across all that accurately represents communication channels. the organization's brand and values. 3 4 Brand Ambassadors Brand Storytelling Identifying and empowering Crafting compelling brand influential brand stories that connect with ambassadors, such as stakeholders on an employees, customers, or emotional level, highlighting industry experts, to amplify the organization's history, the brand's message and values, and unique selling foster authenticity. School of branding propositions. and advertising Crisis Communication Preparation 1 Develop a crisis communication plan and train spokespeople to effectively 2 Response handle emergency situations, Promptly acknowledge the ensuring a rapid and crisis, provide accurate and coordinated response. transparent information, Recovery express empathy, and outline 3 steps being taken to address Continuously update the situation. stakeholders, implement corrective measures, and rebuild trust through 4 Evaluation consistent and authentic Assess the effectiveness of the communication. crisis communication efforts, identify areas for improvement, and update the crisis communication plan School of branding accordingly. and advertising School of branding and advertising  IMC : Basic platforms Advertising : Paid form of non personal presentation of ideas, goods or services by an identified sponsor ( print/broadcast/Movies/Radio Ads) Sales promotion : A variety of short term incentives to encourage trial or purchase of a product of service (Contests, games, sampling, coupons, exhibits) Public Relations : A variety of programs designed to promote or protect a company’s image or its individual products(Press kits, Speech, seminars, company magazine ) School of branding and advertising  IMC : Basic platforms Personal Selling : Face to face interaction with potential purchasers of the product, giving presentations to them and procuring orders.(Sales Presentations, Sales Meetings, Fair & Trade shows ) Direct & Interactive Marketing : Use of Mail, Telephone, fax, internet etc. to solicit a response from individual customers (Catalogs, mailings, telemarketing, tele shopping, email ) experiences—Company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers, including sports, arts, entertainment, and cause s as well as less formal activities School of branding and advertising  Key terms Communication channels: various media, like mass media, newspapers, television, radio, internet, cinema, and interpersonal media through which communication is done. Corporate communication: how a company communicates with its various stakeholders, both in routine and crisis times. Corporate governance: how a company runs its business both legally and ethically. Corporate social responsibility: the responsibility of a corporate organization towards society, that goes beyond the obvious. School of branding and advertising  Corporate image: how a company is perceived by the outside world. Crisis communication: how a company communicates in times of crisis to reach out to various stakeholders through various means, including the media, with a view to inform how it is handling the crisis. Investor relationship: relationship of a company with its various investors that would include banks, financial institutions, and individual investors. Key trade press: financial newspapers, magazines, and trade news channels and financial journalists. Marketing communication: those forms of communication that support sales of particular goods or services, including advertising, sales promotion, direct mail communication, etc. Management communication: it encompasses communication used in various staff and line functions in an organization. Organizational communication: communication that encompasses public relations, public affairs, investor relations, labor market communication, corporate advertising, environmental communication, corporate communication, etc. Public relations: a deliberate, planned, and sustained effort to create mutual understanding between an organization and its different publics. School of branding and advertising Key terms Communication Strategy A plan outlining how to effectively communicate messages to target audiences. Target Audience The specific group of people that an organization aims to aims to reach with its communications. Public Opinion The collective attitudes and beliefs of individuals on certain certain issues, which can influence an organization's actions. actions. School of branding and advertising  Key terms Social Media Engagement Influencer Marketing Content Creation Interacting with Collaborating with audiences through social Producing written, influential individuals to media platforms to visual, or multimedia promote a brand or enhance communication content to communicate product to a wider and brand visibility. messages effectively. audience. School of branding and advertising  Key terms Pitching 1 The act of proposing story ideas or information to the media in media in hopes of gaining coverage. 2 Event Planning Organizing events to create public engagement and promote a brand or message. 3 Media Kit A collection of materials provided to journalists to help them write them write stories about a company, its products, or its events. events. School of branding and advertising  Key terms Measurement and Evaluation Assessing the effectiveness of of PR campaigns through metrics and feedback. Ethics in PR The moral principles that guide guide the conduct of public public relations professionals. professionals. School of branding and advertising  Evolution of Corporate Communications Face-to-Face Print Media Telephone In-person meetings Utilized newspapers, Telephone and interactions magazines, and conversations were the newsletters as enabled real-time cornerstone of primary channels. communication over communication. These provided long distances. They They allowed for tangible, long-lasting were crucial for personal messages that could urgent messages and connections, reach a wider discussions. immediate feedback, audience. and non-verbal cues. School of branding and advertising  Evolution of corporate communications Broadcasting Radio and Television Social Media Email & Webinars broadcasting allowed Platforms like Twitter, Email became a primary people to experience LinkedIn, and Facebook communication tool. events of far and wide. revolutionized Webinars allowed for Live broadcasting added communication. Instant, virtual events, training, a new dimension, global reach, direct and presentations, September 30, 1929 – interaction with fostering remote The BBC made the audiences, and real-time collaboration. world's first television feedback. broadcast to British audiences: September 4, 1951 – The first national live television broadcast in the U.S. took place School of branding and advertising  Future Trends in Corporate Communication 26 Trend D escriptio n Integration of artificial intelligence for personalized AI in Communication interactions and data analysis. Increasing use of video for storytelling and Video Content Dominance engagement strategies. Immersive virtual experiences for internal training Virtual Reality Integration and external engagement. Utilizing analytics and big data for targeted Data-driven Insights communication strategies. Automated chat assistants for customer service and Interactive Chatbots inquiries. Integration of various communication channels for Unified Communication Platforms seamless interactions. School of branding and advertising  Challenge to communications -3 stages of response hierarchy models Cognitive (thinking) so that the consumer becomes product aware and gathers product knowledge, Advertising is used a to create attention and awareness, to provide information, to educate audiences about how to use the product or behave, Affective (feeling) This is the component that is concerned with feelings, sentiments, moods and emotions about an object, product or service. Advertising is used to influence emotions and induce feelings, by making associations, about a brand. Conative (behavior) so that the consumer buys the product brand. Advertising, therefore, should be used to encourage audiences to do something – for example, visit a website, phone a telephone number, take a coupon, book a visit. These models are known as a "hierarchy" because the number of consumers moving from one stage to the next reduces, as you move through the model. There may be a lot of consumers that see the product advert but not everyone will make a purchase. Understanding what people think and feel about ads can help shape not just content but also placement of the ads. School of branding and advertising  Characteristics Affecting Consumer Behavior Perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world. Perceptual Processes Selective attention Selective distortion Selective retention (the tendency for people to (tendency for people to (tendency to remember good points screen out most of the interpret information in a way made about a piece of information to which they are that will support what they communication) exposed ) already believe.) School of branding and advertising Response Hierarchy models School of branding and advertising  PR Public Relations : public relations is a managerial communication-based function designed to identify a organization’s key publics, evaluate its relationships with those publics, and foster and manage desirable relationships between the organization and those publics. Characteristics of Public Relations Management function– Senior-level, strategic consideration– Broader than just a marketing activity Communications-based activity– Public relations = Communications at organizational level– Fundamental to fostering relationships Systematically approached– Public relations as a process rather than a product– Integrated into organizational strategy Facilitates outcomes favorable to the organization. The success of the organization depends on the management of these relationships. School of branding and advertising  PR PR can be defined as the organizational function responsible for the management of an organization’s stakeholder relationships, and for monitoring organizational reputation and public opinion. The PR professional hence identifies, establishes and maintains mutually beneficial relationships for the organization. for example, sponsors, fans, athletes, employees (of organizations and sponsors), volunteers, geographical and online communities, government (local, regional, and central as well as international bodies.) School of branding and advertising  Who are Publics or Stakeholders? Communities of people at large (whether or not organized as groups) that have a direct or indirect association with an organization: customers, employees, investors etc. Internal Publics : Who are directly employed by the organization. External Publics : Who are indirectly connected with the organization. School of branding and advertising  Who are Publics or Stakeholders? publics are people which may influence a organization's ability to operate include, customers, suppliers, consumers, employees, investors and the community; legal and regulatory bodies; industry associations and standards; industry reputation; media etc. School of branding and advertising  School of branding PUBLICS FOR A GOODS MANUFACTURER and advertising  Evolution of Media in India Significance The evolution of media in India is crucial in understanding the shifts in public opinion, governance, and cultural identity. Media has been a reflection of socio-political changes. Key Transformations The journey from the print-centric colonial era to the current digital age showcases significant milestones, including the rise of television and radio, and the emergence of digital platforms. Impact on Society Each phase of media evolution has reshaped societal norms and public discourse, highlighting the role of media in reform movements, political activism, and modern governance. School of branding and advertising Photos provided by Unsplash  Pre-Independence Era (Before 1947) Impact Print Media Historical Publications Print media fostered a During the British Raj, Notable publications like sense of national identity print media emerged as a The Hindustan Times and unity among Indians, tool for social reform and (1924) and The Times of contributing significantly political activism. India (1838) were pivotal to the freedom struggle Newspapers in spreading nationalist by raising awareness and communicated ideas of sentiments and critiquing encouraging activism. independence and social colonial policies. change, playing a key role in mobilizing the masses. School of branding and advertising  Key Publications Pub licatio n Year Im p act Highlighted colonial injustices The Times of India 1838 and boosted national consciousness Promoted social reforms and The Hindustan Times 1924 nationalistic ideas Influenced public opinion on The Statesman 1875 political matters Journal started by Mahatma Young India 1919 Gandhi to spread nationalist writings School of branding and advertising  Post-Independence to Emergency (1947-1975) Radio All India Radio (AIR), established in 1936, played a crucial role in communicating government policies to the masses, especially in rural areas. It became a significant medium of public information post-independence. Television The introduction of Doordarshan in 1959 marked the beginning of television broadcasting in India, offering programs ranging from news to entertainment. Impact Radio and television increased accessibility to information, contributing to nation-building and fostering a sense of unity among diverse populations across India. School of branding and advertising Photos provided by Unsplash  Media Control During Emergency (1975-1977) Censorship The Emergency period (1975-1977) was marked by stringent censorship under Prime Minister Indira Gandhi. Press freedom was severely curtailed, with media forced to toe the government line. Impact on Journalists Journalists faced threats, imprisonment, and censorship, leading to self-censorship and a significant reduction in investigative reporting. Many publications were shut down for non-compliance. Public Reaction The control over media led to a public outcry and highlighted the importance of press freedom, contributing to a stronger movement for democratic rights and media independence post- Emergency. School of branding and advertising  Key Events from Emergency Period MISA – Maintenance of Internal security act nearly 100,000 people including prominent opposition leaders and journalists like Arun Shourie , Kuldip Nayyar were arrested. School of branding and advertising  Liberalization to Digital Age (1991-2024) Media Growth Post-liberalization in the 1990s, India witnessed an explosion of cable television and private broadcasters. Channels like Star TV and Zee TV revolutionized the media landscape, providing diverse content. Digital Revolution With the advent of the internet in the 2000s, digital platforms like Facebook, Twitter, and YouTube have transformed the way people consume news and entertainment. Traditional media adapted by creating online versions. Current Trends By 2024, the convergence of media and technology has given rise to new forms of journalism such as citizen journalism, podcasts, and vlogs. The media landscape is continually evolving to keep pace with technological advancements. School of branding and advertising Photos provided by Unsplash  New Forms of Journalism Podcasts and Vlogs Citizen Journalism Online News Portals Podcasts and video blogs Individuals report news Platforms like The Wire, (vlogs) have emerged as and share stories through Scroll, and The Quint popular media formats, social media and blogs. provide in-depth offering detailed analysis This form of journalism coverage and and personal narratives on democratizes information investigative journalism, current events and diverse but raises challenges leveraging the reach of topics. related to credibility and digital media to inform verification. and engage readers. School of branding and advertising  Challenges in Modern Media Misinformation The rise of digital platforms has led to an increase in misinformation and fake news. Combating this issue requires media literacy and stringent fact-checking mechanisms. Media Ethics With the rapid dissemination of information, maintaining ethical standards in journalism is crucial. Issues such as bias, sensationalism, and invasion of privacy are ongoing concerns. Digital Privacy The digital age has raised significant concerns about user privacy. Data breaches and surveillance undermine the trust in media platforms, necessitating robust privacy protections. School of branding and advertising Photos provided by Unsplash  Process of corporate communications Identify Determine Decide Establish Design the Select Measure target Objective on Media Budget message Channel Results audience Mix School of branding and advertising