Public Relations & Corporate Communication

00:32:28
https://www.youtube.com/watch?v=dJW9uJJExcA

Résumé

TLDRCette session examine en profondeur les relations publiques et la communication d'entreprise, en détaillant leurs buts, leur importance, et comment elles se différencient de la publicité. Les relations publiques sont présentées comme une fonction de gestion essentielle qui crée et maintient l'image d'une organisation par le biais d'un processus planifié d'influence sur l'opinion publique. Les différences entre les relations publiques et la publicité sont expliquées, la première étant orientée vers la construction de relations durables basées sur la vérité et l'information, tandis que la seconde est davantage axée sur l'exposition médiatique. Le rôle des relations publiques dans le renforcement de l'identité de l'entreprise, l'augmentation de la reconnaissance et la gestion des crises est souligné. Enfin, la session introduit également la communication d'entreprise en tant que continuateur moderne des relations publiques, en discutant de ses segments et composantes clés.

A retenir

  • 🎯 Les relations publiques construisent une image d'entreprise positive.
  • 🤝 Elles favorisent des relations durables avec divers publics.
  • 🔄 Différences clés avec la publicité : gratuité et relation de confiance.
  • 🏢 Communication d'entreprise : extension moderne des RP.
  • 📰 Importance des relations médias pour maintenir l'image.
  • 📈 Objectifs des RP : développer la bonne image et résoudre les conflits.
  • 💬 Segments : gestion, marketing et institutionnel.
  • 🔍 Examine l'attitude des groupes par rapport à l'entreprise.
  • 🌍 Renforcement de l'identité et de la réputation de l'entreprise.
  • ⚖️ Utilisation éthique des RP basée sur la vérité.
  • 🔧 Fonctions : diverses techniques pour atteindre les objectifs organisationnels.
  • 🔒 Gestion des crises : transparence et responsabilités.

Chronologie

  • 00:00:00 - 00:05:00

    La session traite des relations publiques (RP) et de la communication d'entreprise, expliquant que les RP sont une fonction de management essentiale pour influencer l'opinion publique et construire des relations positives à long terme avec les publics d'une organisation. Comparées à la publicité, les RP visent à maintenir de bonnes relations et obtenir du crédit pour les bonnes actions effectuées.

  • 00:05:00 - 00:10:00

    La section explique l'importance des RP dans le maintien de relations mutuellement bénéfiques et insiste sur la nécessité de bâtir ces relations sur la vérité et l'information. Les RP sont essentielles pour la construction et la gestion de l'image d'une organisation, et la définition de "publics" inclut tous ceux associés directement ou indirectement à l'organisation.

  • 00:10:00 - 00:15:00

    Les RP visent à établir et maintenir une compréhension mutuelle entre une organisation et ses publics. Les publics peuvent être internes, comme les employés, ou externes comme les clients, médias, et le gouvernement. Les RP permettent une interaction efficacement planifiée et intentionnelle pour le bénéfice commun de l'organisation et de ses publics.

  • 00:15:00 - 00:20:00

    La session compare la publicité et les RP, soulignant que la publicité est payante et plus visible, tandis que les RP sont subtiles, coûtent moins cher, et se basent sur la confiance. Les RP nécessitent une interaction continue avec le public et se concentrent sur la construction de relations qui servent à long terme l'image et la réputation de l'organisation.

  • 00:20:00 - 00:25:00

    Les objectifs des RP incluent le maintien d'une bonne volonté parmi les publics internes et externes, la construction d'une image positive, la promotion de produits et services, et surmonter les préjugés. Les RP jouent également un rôle dans l'éducation des publics et l'alignement des attitudes des groupes envers les politiques de l'entreprise.

  • 00:25:00 - 00:32:28

    Les fonctions des RP sont discutées, avec une emphase sur l'utilisation des outils PR pour atteindre les objectifs organisationnels, maintenir de bonnes relations avec les médias, et gérer les crises. La communication d'entreprise est introduite comme une nouvelle terminologie pour les RP, englobant toutes les communications d'une organisation et visant à améliorer le professionnalisme et la reconnaissance du public.

Afficher plus

Carte mentale

Mind Map

Questions fréquemment posées

  • Qu'est-ce que les relations publiques ?

    Les relations publiques sont une fonction de gestion visant à influencer l'opinion publique et à créer une image positive d'une organisation.

  • Comment les relations publiques se comparent-elles à la publicité ?

    Contrairement à la publicité, qui est payée et vise à exposer un produit, les relations publiques sont gagnées en construisant des relations de confiance à long terme.

  • Quels sont les objectifs des relations publiques ?

    Les objectifs des relations publiques incluent le maintien des bonnes relations, la prévention des problèmes de main-d'œuvre, et la gestion des crises.

  • Quels sont les segments de la communication d'entreprise ?

    Les segments incluent la communication de gestion, la communication marketing, et la communication institutionnelle.

  • Pourquoi les relations publiques sont-elles importantes ?

    Elles aident à construire une image durable de l'organisation, basées sur la vérité et la connaissance, essentielles pour développer des relations mutuellement bénéfiques.

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  • 00:00:03
    hello one and all
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    welcome to today's session on public
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    relations
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    and corporate communications in this
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    session
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    we will learn about what public
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    relations is
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    what is the significance or relevance of
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    public relations
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    what are the various publics of an
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    organization
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    whose relations we have to mend or
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    maintain or build
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    and then what is advertising as compared
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    to public relations how do the two
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    compare with each other
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    also we will talk about the objectives
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    of public relations
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    and the functions of public relations
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    then we will also briefly touch upon
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    corporate communications
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    and how does it overlap with public
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    relations
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    we are also going to talk in this
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    session about advantages of public
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    relations
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    and corporate communication for any
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    organization
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    we will also talk about the segments of
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    corporate communication and the key
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    components or key areas of corporate
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    communication
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    so let us begin this session what is
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    public relations public relations is
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    basically
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    a management function this means that it
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    is a
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    function of the management like
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    management has various kinds of
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    functions
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    public relations is one of them and what
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    does this public relation do
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    it creates it develops and carries out
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    policies and programs to
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    influence public opinion or public
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    reaction
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    about an idea or a product or an
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    organization
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    or these days even personalities because
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    famous personalities be it in bollywood
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    or in politics
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    hire public relations agencies to work
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    for them
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    so the basic idea of public relations
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    is to create and develop programs
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    which are going to influence the image
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    of an organization in such a manner that
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    it will create a positive impact on its
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    audiences which are the public's
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    also it influences public opinion when
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    we say it influences public opinion
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    we try to judge how positively any
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    opinion
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    of the public at large gets influenced
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    such that it can be converted
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    into tangible or intangible profits
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    for any organization it is also called
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    the art of building relationships
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    this is a very simple and beautiful
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    definition of public relations
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    because public relations largely is a
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    long term plan
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    it is not like advertising it is not
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    short term it doesn't just
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    make a single announcement and then you
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    know relinquish itself from the other
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    responsibilities
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    what it does basically is it builds
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    relationships
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    and we all understand as human beings as
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    social beings that building of
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    relationships
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    and maintaining those relationships is a
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    very difficult affair in human life
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    and time and again people get tested on
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    it so also
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    organizations get tested about it how do
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    you
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    build a relationship with a certain
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    segment of the audience
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    how do you sustain it or maintain it and
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    how do you strengthen it
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    in a way that tomorrow when it comes to
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    brand loyalty
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    this segment of the audience chooses you
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    the brand for its choice
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    it is also called public relations is
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    also called doing good
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    and getting credit for it so public
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    relations is all about doing good
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    because you need to strengthen and build
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    and maintain and sustain your
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    relationships with various publics
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    so you have to do good so that you get
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    credit for it
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    and not just doing good you also have to
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    showcase
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    it in such a way that you're able to get
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    the credit for the good deeds that
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    you've done
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    now what are these various ways is what
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    we will explore
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    in this session today pr
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    basically public relations is a part of
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    the society it is a part of the politics
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    it is a part of the economics
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    wherever sociological relations wherever
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    human relations are involved
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    we do talk of public relations there are
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    people in life
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    who we would like to keep in good humor
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    there are people in life
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    who we would like to maintain a certain
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    give and take relationship with
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    so public relations basically teaches
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    you the
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    methods the art the innovations
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    of building these relationships
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    sustaining them
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    strengthening them and making use of
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    them in future
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    let us look at the significance of
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    public relations it maintains a mutually
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    beneficial relationship between a firm
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    and its publics
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    now it is important that the benefit be
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    mutually shared
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    so ideally in a situation if an
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    organization benefits from the purchase
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    decisions made by the
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    customers or the target audience or the
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    target segment
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    on the other hand the customer should
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    also find it a fruitful experience
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    to make a purchase of a certain brand
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    should find
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    value of money should find it better
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    than the competition
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    should find it more satisfying in terms
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    of
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    using that product or service as an
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    experience
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    then another way of signifying or
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    telling the relevance of public
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    relations is that it builds sustainable
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    relationships
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    between an organization and its publics
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    i just
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    talked about building relationships so
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    building relationships and forgetting
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    about it
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    not investing into it or not reaping the
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    benefits of it
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    is of no use ideally for a profit making
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    organization for a
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    business organization it is rather a
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    waste so it is important that
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    sustainable relationships
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    be developed between an organization the
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    goals
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    the values the mission that it stands
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    for and
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    the public's at large again it should be
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    based on truth
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    knowledge and information it is
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    important to insist on
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    truth because unlike other forms of
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    marketing
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    say for example advertising which is not
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    necessarily hundred percent true
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    if public relations is not hundred
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    percent true you cannot
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    look at building a sustainable
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    relationship
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    so for all that it takes it must be
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    built on truth
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    it must be built on knowledge and the
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    information
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    about the organization about the product
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    about how it can benefit the society
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    about the kind of use that the audiences
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    can put it to
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    then public relations also builds image
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    in a big way
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    in fact public relations is used for
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    image building and image management only
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    so ideally public relations is able to
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    display
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    either your actions or your ideas or
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    whatever good you've done
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    as an organization or an individual or a
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    product
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    in front of the audiences who are
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    concerned with it who are direct or
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    indirect stakeholders in the company and
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    then they are able to
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    you know project a favorable a positive
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    picture of themselves
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    in front of the target audience
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    now let us look at what these publics of
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    an organization are
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    when i say publics of an organization um
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    it is a basically first just to you know
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    look at public relation in a different
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    manner it is a
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    deliberate and planned and sustained
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    effort
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    to establish and maintain mutual
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    understanding between
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    an organization and its publics so it
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    has to be deliberate and planned because
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    here
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    we are not just here i mean in any
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    context that we talk about
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    whether it be an organization or a
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    leader or a bollywood star
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    or me and you in general if we
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    want to build mutual uh relationships
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    which are based on understanding and
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    mutual benefit
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    it has to be deliberate and planned and
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    efforts need to be made to sustain it
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    now publics basically are communities of
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    people
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    who are associated either directly or
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    indirectly
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    with an organization say for example
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    an organization that produces that is a
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    manufacturing company
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    so who all are the publics the public's
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    can be
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    the government whose policies it must
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    follow and whose taxation system it must
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    follow
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    it can be the people around to them
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    they have a certain kind of social
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    responsibility
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    then there is the media there are the
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    investors there are
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    the various you know wholesalers
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    distributors all this
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    chain of people who are associated
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    directly
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    or indirectly with any organization is
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    called
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    its publics now the public's can be
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    of two kinds they can be external and
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    they can be internal
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    when i say internal public it is largely
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    those people who are directly associated
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    not only with an organization they are
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    associated with the production of the
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    product or service or whatever the idea
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    that they are propagating or selling in
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    the market
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    so the employees of an organization are
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    the
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    internal publics of that organization
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    when it comes to external publics this
  • 00:09:17
    list can be extended it is not all
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    inclusive
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    but it does list a few of the external
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    publics
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    now these can be the customers the first
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    and the very most
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    then it is the media the community
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    the action groups we all have ngos who
  • 00:09:34
    would
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    you know who would like to look into the
  • 00:09:36
    policies that are being formulated the
  • 00:09:38
    environmental hassles that are in
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    hazards that are involved or in the
  • 00:09:42
    production or manufacturing of a product
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    and all other various aspects of it so
  • 00:09:47
    also
  • 00:09:48
    you know human rights is one form of it
  • 00:09:50
    so ngos are the action groups
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    then there is the government there are
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    financial institutions
  • 00:09:56
    financial institutions are the
  • 00:09:57
    institutions that will fund you also
  • 00:10:00
    that will put certain taxations also and
  • 00:10:03
    according to whose rules and regulations
  • 00:10:05
    the business environment will function
  • 00:10:08
    and then there is the general public so
  • 00:10:11
    all of these together form the external
  • 00:10:13
    public's foreign
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    organization now let us just look at
  • 00:10:19
    how advertising compares with public
  • 00:10:21
    relations
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    my last sessions were based on
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    advertising and when we try and compare
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    advertising which is such a vociferous
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    form of marketing
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    as compared to public relations which is
  • 00:10:33
    subtle which has a long lasting impact
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    which takes a lot of time to show
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    effects
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    how do the two compare advertising is
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    paid
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    while public relations is earned when i
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    say paid whenever you approach a media
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    in order to present any
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    piece of communication which to you is a
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    form of advertising a persuasive
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    communication
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    meant for the audiences at large it you
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    have to pay that media
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    in order that this communication should
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    be sent out to the public
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    so this is advertising but public
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    relations isn't it's into manufacturing
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    of
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    relations strong relationships with
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    target segment
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    so i say that it is earned then
  • 00:11:14
    advertising builds exposure it exposes
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    the brand it exposes a new product
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    exposes a new addition to the product
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    the additional features that come up
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    so it gives a lot of exposure of the
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    media of the audiences of the public
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    in general to a certain product or a
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    service
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    as compared to this public relations
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    builds on trust
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    the relationship is lasting on trust
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    itself so as long as we know like you
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    know there are examples of various kinds
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    there can be a certain brand of shoes
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    that you must be uh you know using for
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    the last 10 or 20 years or your parents
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    must be using for a
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    very long time they are not so
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    easy to change because they more or less
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    become a habit
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    say for example a newspaper you become
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    so accustomed to those
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    ways of writing those styles of writing
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    of a newspaper
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    that if you are given another newspaper
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    you can feel slightly uncomfortable with
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    it then it is also advertising is also
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    more expensive because public relations
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    has those innovative ways i do not say
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    that public relations does not
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    uh need any budget of course as a part
  • 00:12:22
    of marketing it doesn't utilize
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    some kind of budget for any kind of
  • 00:12:26
    public relation
  • 00:12:27
    activity or public relation campaigns
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    that is carried out
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    yet i would say that public relations is
  • 00:12:33
    less expensive
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    because you can come up with innovative
  • 00:12:36
    ways of doing it
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    you have social media which is also
  • 00:12:39
    available for advertising
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    so on and so forth then again as far as
  • 00:12:44
    advertising goes the ads have a visual
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    appeal
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    if you look at an ad in a newspaper or
  • 00:12:50
    you look at
  • 00:12:51
    the tv commercials as compared to that
  • 00:12:54
    public relations
  • 00:12:55
    is largely uh making use of language
  • 00:12:59
    so in the form of news a public
  • 00:13:01
    relations piece might say
  • 00:13:03
    that such and such company has opened a
  • 00:13:06
    small hospital
  • 00:13:07
    in a small village which was far-flung
  • 00:13:09
    village where there was no health
  • 00:13:11
    facility
  • 00:13:12
    so this piece of news actually acts like
  • 00:13:14
    a public relations
  • 00:13:17
    public relation piece of communication
  • 00:13:21
    similarly advertising is more of rooftop
  • 00:13:24
    shouting
  • 00:13:24
    so you say i am good my product is good
  • 00:13:27
    this company this organization is good
  • 00:13:29
    you should purchase it you should spend
  • 00:13:31
    your money on it
  • 00:13:32
    as compared to that public relations uh
  • 00:13:35
    believes in someone else
  • 00:13:37
    you know proposing that product or
  • 00:13:39
    service so that product or organization
  • 00:13:41
    is good
  • 00:13:42
    self acclaims are not the ways of public
  • 00:13:45
    relations
  • 00:13:46
    then guaranteed placement in media is
  • 00:13:48
    there since you're paying for it it is a
  • 00:13:50
    paid service
  • 00:13:51
    advertising guarantees that there will
  • 00:13:53
    be a placement in media
  • 00:13:55
    but as compared to this public
  • 00:13:57
    liberations may
  • 00:13:58
    only be able to persuade media to
  • 00:14:00
    accommodate the news
  • 00:14:02
    say for example i just gave you an
  • 00:14:03
    example of a hospital
  • 00:14:06
    opening up in a far-flung village of
  • 00:14:08
    india so this might
  • 00:14:09
    this is a news which is a positive story
  • 00:14:12
    but might get killed in case there is
  • 00:14:14
    something more sensational
  • 00:14:16
    that will serve the needs of the
  • 00:14:17
    newspaper or the media that is being
  • 00:14:19
    made use of better
  • 00:14:20
    so they might just decide to kill the
  • 00:14:22
    story or publish it on some other
  • 00:14:25
    occasion or some other time so ideally
  • 00:14:28
    this is the difference between
  • 00:14:29
    advertising
  • 00:14:30
    and public relations let us proceed
  • 00:14:34
    now we look at what are the objectives
  • 00:14:36
    of public relations
  • 00:14:38
    the first and the foremost is to
  • 00:14:40
    maintain a good will
  • 00:14:41
    maintaining cordial relations good
  • 00:14:43
    relations trust
  • 00:14:44
    is all about making good will so among
  • 00:14:47
    uh both
  • 00:14:47
    external as well as internal publics
  • 00:14:49
    because the employees need to be kept
  • 00:14:52
    motivated only
  • 00:14:53
    as long as they believe that they're
  • 00:14:54
    working for an organization which really
  • 00:14:56
    stands apart and which has something to
  • 00:14:58
    be proud of
  • 00:14:59
    will they feel motivated to work there
  • 00:15:01
    so it is important to build that
  • 00:15:03
    goodwill in terms of motivation for the
  • 00:15:05
    internal public
  • 00:15:07
    then of course another main objective of
  • 00:15:09
    public relations is to maintain
  • 00:15:11
    a positive image image building is a
  • 00:15:15
    primary function of public relations
  • 00:15:17
    which it can serve very well because of
  • 00:15:19
    the
  • 00:15:19
    kind because of the techniques because
  • 00:15:21
    of the tools that it makes use of and
  • 00:15:23
    because of the approach
  • 00:15:24
    that it takes so it is a very successful
  • 00:15:28
    means of building image public relations
  • 00:15:31
    also product uh promotes
  • 00:15:33
    the product or service so the basic idea
  • 00:15:36
    why an organization will make use of any
  • 00:15:39
    marketing
  • 00:15:40
    initiative be it advertising be it
  • 00:15:41
    public relations or
  • 00:15:43
    any other form of marketing is basically
  • 00:15:46
    to push the product
  • 00:15:48
    so public relations uh also has the
  • 00:15:51
    objective
  • 00:15:52
    of promoting the product and service
  • 00:15:55
    prevention and solution of the labor
  • 00:15:57
    problem
  • 00:15:59
    most of the time in manufacturing
  • 00:16:01
    sectors it is seen that the laborers the
  • 00:16:03
    people who are working the proletariat
  • 00:16:05
    as marx called it is the one who is paid
  • 00:16:08
    less
  • 00:16:10
    the labor that they put in is much more
  • 00:16:12
    the skill that they put in
  • 00:16:13
    is much more but the kind of payments
  • 00:16:15
    they receive is meager
  • 00:16:16
    so in that kind of a situation there
  • 00:16:18
    will always be a
  • 00:16:20
    problem between the laborers and the
  • 00:16:22
    managers or the owners of a company
  • 00:16:24
    so public relations does a mediating job
  • 00:16:28
    in this as well another objective of
  • 00:16:30
    public relation
  • 00:16:31
    is overcoming misconceptions and
  • 00:16:34
    prejudice
  • 00:16:35
    so like you have seen there have been
  • 00:16:37
    brands in india like maggie or cadburys
  • 00:16:40
    where we found that there were insects
  • 00:16:41
    or cockroaches in it
  • 00:16:42
    or it was propagated that the uh
  • 00:16:45
    whatever is contained in maggie contains
  • 00:16:48
    lead or other such things which are
  • 00:16:51
    harmful to the health so overcoming
  • 00:16:54
    any kind of misconception or any kind of
  • 00:16:56
    negative notion
  • 00:16:58
    through its various activities is also
  • 00:17:00
    the job of a
  • 00:17:01
    public relations officer in an
  • 00:17:03
    organization so these
  • 00:17:05
    are the objectives of public relations
  • 00:17:07
    there are more
  • 00:17:09
    educating the public to the use of the
  • 00:17:11
    product and service
  • 00:17:12
    if there is a new product in the market
  • 00:17:14
    you need to educate
  • 00:17:16
    one thing is you need to create a need
  • 00:17:17
    for it there can be
  • 00:17:19
    a big possibility that since this
  • 00:17:21
    product did not exist till date
  • 00:17:23
    means there wasn't so much of a need for
  • 00:17:25
    it so you first have to
  • 00:17:26
    understand why and how you have to
  • 00:17:29
    create
  • 00:17:30
    need for your product and then you have
  • 00:17:32
    to educate the public on how your
  • 00:17:34
    product or service
  • 00:17:35
    can fulfill that need so say for example
  • 00:17:39
    a number of times pesticides have been
  • 00:17:42
    reported in vegetables and fruits
  • 00:17:44
    so there have been brands that have come
  • 00:17:46
    up with uh certain
  • 00:17:47
    you know uh features of their products
  • 00:17:50
    whereby they can take out the
  • 00:17:52
    uh the chemicals that are there in the
  • 00:17:55
    vegetables and fruits
  • 00:17:56
    so you have to first create a need this
  • 00:17:58
    is something which could have been done
  • 00:18:00
    even without the use of
  • 00:18:02
    a purifier this thing but here you are
  • 00:18:05
    creating a need amongst the target
  • 00:18:07
    segment that this will do it to its best
  • 00:18:09
    possible capacity
  • 00:18:10
    and it will completely free your fruits
  • 00:18:12
    and vegetables of any kind of chemicals
  • 00:18:15
    or
  • 00:18:15
    pesticides or some such thing so you
  • 00:18:18
    have to create a need
  • 00:18:19
    and then educate the public as to how
  • 00:18:22
    the product
  • 00:18:23
    can suffice that need
  • 00:18:26
    then another objective is to investigate
  • 00:18:28
    the attitude of various groups towards
  • 00:18:31
    the company policies
  • 00:18:33
    there can be times when profit-making
  • 00:18:35
    organizations
  • 00:18:36
    are not seen um in a manner
  • 00:18:40
    in a justifiable manner as in there can
  • 00:18:42
    be always human rights organizations who
  • 00:18:44
    would say that they are either paying
  • 00:18:46
    less or they are creating a hazard to
  • 00:18:47
    the environment or they are
  • 00:18:49
    you know the people around have to pay a
  • 00:18:51
    lot of social cost
  • 00:18:52
    because of the existence of the factory
  • 00:18:54
    or the manufacturing unit
  • 00:18:56
    in a certain area so ideally one the
  • 00:18:58
    public relations department
  • 00:19:00
    must investigate the attitude of various
  • 00:19:03
    groups
  • 00:19:04
    towards the company policies towards the
  • 00:19:06
    company products and the company as an
  • 00:19:08
    entity as such
  • 00:19:10
    and then work on what best it can do to
  • 00:19:12
    improvise it
  • 00:19:14
    another thing is formulation and
  • 00:19:16
    guidance of the policies
  • 00:19:18
    when i say formulation and guidance it
  • 00:19:20
    is about
  • 00:19:21
    what kind of policies should be formed
  • 00:19:23
    such that without you know hampering the
  • 00:19:26
    environment without have
  • 00:19:27
    incurring a lot of social cost to the
  • 00:19:30
    people nearby
  • 00:19:31
    you should be able to formulate a policy
  • 00:19:34
    which will also do you good
  • 00:19:35
    and also be of some social benefit so
  • 00:19:38
    formulation
  • 00:19:39
    and guidance of policies in the inside
  • 00:19:41
    the company
  • 00:19:42
    is also one objective one function of
  • 00:19:46
    public relations department
  • 00:19:50
    now we look at functions we were so far
  • 00:19:52
    talking of objectives and objectives and
  • 00:19:54
    functions you will find
  • 00:19:55
    are quite overlapping in nature now let
  • 00:19:58
    us look at the functions
  • 00:19:59
    the first thing is to use various pr
  • 00:20:02
    tools to achieve
  • 00:20:03
    organizational goals every organization
  • 00:20:06
    has a certain identity a certain
  • 00:20:08
    personality
  • 00:20:09
    it is viewed in a certain manner by its
  • 00:20:11
    public
  • 00:20:12
    so when you making use of public
  • 00:20:14
    relations tools and techniques
  • 00:20:16
    how are you able to successfully achieve
  • 00:20:19
    the organizational goals
  • 00:20:20
    is an important thing to consider so
  • 00:20:22
    that's one function of public relations
  • 00:20:24
    another is to interact with the
  • 00:20:26
    government and non-government agencies
  • 00:20:28
    for smooth running of the organization
  • 00:20:30
    an organization
  • 00:20:32
    may have multiple problems problems
  • 00:20:34
    related to wages
  • 00:20:35
    problems related to product quantity
  • 00:20:38
    product
  • 00:20:38
    quality so many different aspects can
  • 00:20:41
    become a concern
  • 00:20:42
    for any organization so it is the uh the
  • 00:20:45
    you know the work of public relations
  • 00:20:48
    wing of any organization to interact
  • 00:20:50
    with the government
  • 00:20:51
    for policy matters taxation matters and
  • 00:20:53
    for the non with the non-government
  • 00:20:55
    agencies ngos
  • 00:20:57
    as they are commonly called on the
  • 00:20:59
    various other aspects of society
  • 00:21:01
    for smooth running of the organization
  • 00:21:05
    then another function is to maintain
  • 00:21:07
    good media relations
  • 00:21:08
    because at the end of it the kind of
  • 00:21:10
    image that any organization
  • 00:21:12
    or an or a star celebrity or a
  • 00:21:14
    politician or anyone
  • 00:21:16
    is able to project is only through the
  • 00:21:18
    vehicle
  • 00:21:19
    which is the media so it is very
  • 00:21:21
    important to
  • 00:21:22
    you know cultivate the media and
  • 00:21:24
    maintain good relations with the
  • 00:21:26
    media this is another function of public
  • 00:21:29
    relations
  • 00:21:30
    then to inform the publics about various
  • 00:21:33
    activities
  • 00:21:34
    until you inform the various target
  • 00:21:36
    audience the
  • 00:21:37
    public memory as they say is short-lived
  • 00:21:40
    so until you keep informing them
  • 00:21:42
    until you keep doing new activities
  • 00:21:45
    something that you know has something to
  • 00:21:46
    give away to the society as well
  • 00:21:49
    and you highlight your activities people
  • 00:21:51
    will totally forget about the brand
  • 00:21:54
    so it is important to inform the publics
  • 00:21:56
    about the various activities that your
  • 00:21:58
    organization
  • 00:21:59
    is scheduling and carrying out also
  • 00:22:02
    reputation building and management is an
  • 00:22:04
    important part
  • 00:22:06
    uh which is like you know image building
  • 00:22:09
    so you build a certain kind of
  • 00:22:10
    reputation this organization is
  • 00:22:12
    aggressive
  • 00:22:13
    but it holds on to its corporate social
  • 00:22:15
    responsibility
  • 00:22:16
    that's one kind of a reputation another
  • 00:22:18
    kind could be
  • 00:22:19
    that this organization helps the the
  • 00:22:22
    little companies which are springing up
  • 00:22:24
    in the market but it is highly profit
  • 00:22:26
    oriented
  • 00:22:26
    this is another kind of reputation so
  • 00:22:28
    what kind of reputation would you like
  • 00:22:30
    to hold for your organization
  • 00:22:32
    and how you would want to manage and you
  • 00:22:34
    know sustain it
  • 00:22:35
    and whether you would want to change it
  • 00:22:37
    over a period of years like a
  • 00:22:38
    traditional company
  • 00:22:40
    would want to be seen in the modern uh
  • 00:22:42
    light
  • 00:22:43
    because the younger generation is now
  • 00:22:45
    taking purchase decisions
  • 00:22:47
    so probably the values that are more you
  • 00:22:50
    know closer to them
  • 00:22:51
    is something that a company would like
  • 00:22:53
    to reflect
  • 00:22:54
    so that requires building of reputation
  • 00:22:57
    and management of reputation as well
  • 00:23:00
    and the a very important function of
  • 00:23:03
    public relations is
  • 00:23:04
    crisis management crisis is something
  • 00:23:07
    which is an unforeseen situation that
  • 00:23:09
    suddenly comes in front of you
  • 00:23:11
    and you have to make the right decisions
  • 00:23:13
    at that time
  • 00:23:14
    most of the times most people would want
  • 00:23:17
    to hide the facts
  • 00:23:18
    they would want to hide the truth but
  • 00:23:20
    that completely
  • 00:23:21
    is the you know the worst thing anything
  • 00:23:24
    that can go wrong
  • 00:23:25
    is this so in times of crisis
  • 00:23:29
    how do you plan your communication and
  • 00:23:32
    how do you communicate to whom do you
  • 00:23:34
    communicate
  • 00:23:35
    how do you maintain transparency because
  • 00:23:38
    you know you have to all right a crisis
  • 00:23:40
    has taken place in an organization
  • 00:23:42
    you have to shoulder the responsibility
  • 00:23:44
    you have to take the responsibility
  • 00:23:46
    after which how are you doing the damage
  • 00:23:49
    control
  • 00:23:50
    or how are you compensating to the
  • 00:23:53
    people to the society for the
  • 00:23:55
    losses that have been incurred that is
  • 00:23:57
    an important thing
  • 00:23:59
    so crisis management is another very
  • 00:24:01
    important function of public relations
  • 00:24:04
    now we start to look at what corporate
  • 00:24:07
    communications is so far i have given
  • 00:24:09
    you
  • 00:24:09
    a fair idea of what public relations is
  • 00:24:11
    what its objectives and functions are
  • 00:24:13
    why is it important why do we need it in
  • 00:24:15
    organizations
  • 00:24:17
    and now we come to corporate
  • 00:24:18
    communications to begin with let me
  • 00:24:20
    state frankly
  • 00:24:22
    that corporate communication is a new
  • 00:24:24
    terminology for public relations
  • 00:24:26
    and maximum of its functions are
  • 00:24:28
    overlapping in nature
  • 00:24:30
    so you may also call public relations as
  • 00:24:32
    corporate communication
  • 00:24:33
    but since this has emerged a little
  • 00:24:36
    later than public relations
  • 00:24:37
    and is closer to the management uh side
  • 00:24:40
    of things
  • 00:24:41
    so i am dealing with it in a separate
  • 00:24:43
    way today
  • 00:24:45
    corporate communication encompasses all
  • 00:24:47
    communications of an organization both
  • 00:24:49
    externally as well as internally
  • 00:24:52
    when we look at the aims of corporate
  • 00:24:54
    communication it is to present a uniform
  • 00:24:56
    communicative experience
  • 00:24:58
    we said in terms of public relations it
  • 00:25:00
    was to maintain a good image a favorable
  • 00:25:02
    image and to
  • 00:25:03
    you know manage crisis and all those
  • 00:25:04
    things here we say that it is important
  • 00:25:07
    to present
  • 00:25:07
    a uniform communicative experience what
  • 00:25:10
    do i mean by that
  • 00:25:12
    say for example um there are various
  • 00:25:15
    verticals that an organization may have
  • 00:25:17
    so this organization could be producing
  • 00:25:20
    refrigerators
  • 00:25:21
    and also washing machines and also other
  • 00:25:23
    consumer durables
  • 00:25:25
    and now they have maybe moved into
  • 00:25:27
    textiles
  • 00:25:28
    so how do you present a uniformity in it
  • 00:25:31
    so that this company
  • 00:25:32
    it just don't you know it is not only to
  • 00:25:34
    give an idea of the magnanimity of the
  • 00:25:37
    organization
  • 00:25:38
    but also you put some weight behind a
  • 00:25:40
    new product that is being launched or a
  • 00:25:42
    new
  • 00:25:43
    vertical that you're moving in because
  • 00:25:45
    your reputation from your old business
  • 00:25:48
    will carry forward here so this is the
  • 00:25:51
    job of corporate communication that it
  • 00:25:52
    presents a uniform
  • 00:25:54
    communicative experience one umbrella
  • 00:25:56
    brand
  • 00:25:58
    you know which has so many verticals
  • 00:26:00
    under it
  • 00:26:01
    then another aim is to create a
  • 00:26:03
    favorable point of view which is what
  • 00:26:05
    public relations does
  • 00:26:07
    the third thing is improving awareness
  • 00:26:10
    things keep changing in an organization
  • 00:26:12
    it could be related to the production it
  • 00:26:14
    could be related to the policies it
  • 00:26:16
    could be
  • 00:26:16
    related to the budgets that you sell you
  • 00:26:18
    know set for your
  • 00:26:20
    marketing advertising and other
  • 00:26:22
    expenditures it could be pertaining to
  • 00:26:24
    your corporate social responsibility
  • 00:26:27
    it can also pertain to your mergers and
  • 00:26:29
    acquisitions into new companies new
  • 00:26:31
    concerns
  • 00:26:31
    taking over smaller concerns so it can
  • 00:26:34
    be
  • 00:26:35
    all sorts of information so it is
  • 00:26:37
    important that corporate communication
  • 00:26:38
    keeps
  • 00:26:39
    improving upon the awareness of various
  • 00:26:42
    stakeholders
  • 00:26:43
    if i am a financer i would like to see
  • 00:26:47
    how
  • 00:26:47
    well this company has grown over a
  • 00:26:49
    period of years where all it has
  • 00:26:51
    invested what kind of mergers has it
  • 00:26:53
    been into
  • 00:26:54
    and what kind of dividends has it reaped
  • 00:26:56
    out of this
  • 00:26:57
    so ideally this is the a chart that i
  • 00:27:00
    would like in front of me
  • 00:27:02
    in order to decide whether or not i am
  • 00:27:04
    going to fund this organization
  • 00:27:06
    or not so improving upon constant
  • 00:27:08
    improvement
  • 00:27:09
    in awareness about a concern about a
  • 00:27:11
    brand is also
  • 00:27:13
    the function of corporate communication
  • 00:27:16
    then it has to be goal oriented action
  • 00:27:19
    like any other marketing communication
  • 00:27:21
    corporate communication
  • 00:27:22
    also sets certain goals for itself for
  • 00:27:25
    its activities
  • 00:27:26
    and then it decides in how much how long
  • 00:27:29
    a period or how short a period
  • 00:27:31
    will we reach this goal what are the
  • 00:27:33
    various you know means and materials
  • 00:27:35
    that we will use for it
  • 00:27:36
    what is the methodology we will make use
  • 00:27:38
    of so on and so forth
  • 00:27:40
    then there has to be some profit
  • 00:27:42
    oriented action why have we set goals
  • 00:27:44
    because we are a
  • 00:27:45
    business entity so at the end of it all
  • 00:27:48
    there has to
  • 00:27:48
    be some profit to show to the
  • 00:27:50
    stakeholders to the government
  • 00:27:52
    and everyone so profit-oriented action
  • 00:27:55
    is also a part of the functions of
  • 00:27:57
    corporate communication
  • 00:28:00
    now let us look at the advantages of
  • 00:28:02
    public relations and corporate
  • 00:28:04
    communications
  • 00:28:05
    the first thing is that it strengthens
  • 00:28:07
    corporate identity
  • 00:28:09
    corporate identity are all those
  • 00:28:11
    features in a brand it could be your
  • 00:28:13
    logo it could be your mascot it could be
  • 00:28:15
    anything
  • 00:28:16
    through which your unique identity is
  • 00:28:19
    represented
  • 00:28:20
    so this kind of communication
  • 00:28:21
    professional targeted
  • 00:28:23
    planned communication helps you in
  • 00:28:25
    strengthening your identity as a
  • 00:28:28
    corporate it increases the recognition
  • 00:28:31
    value
  • 00:28:32
    so when you when people know more about
  • 00:28:34
    this company they will be able to
  • 00:28:35
    recognize this company
  • 00:28:37
    it improves upon professionalism in any
  • 00:28:40
    concern business concern
  • 00:28:42
    there is greater efficient control of
  • 00:28:44
    external effects
  • 00:28:45
    you are able to keep a better control
  • 00:28:48
    why because you are continually
  • 00:28:50
    and consciously dealing with various
  • 00:28:52
    segments of the audiences
  • 00:28:53
    be the ngos be the media be the other
  • 00:28:56
    external
  • 00:28:57
    factors so you are in a position to
  • 00:29:00
    have certain kind of control exercise
  • 00:29:02
    certain kind of control over it
  • 00:29:04
    as compared to a situation where there
  • 00:29:06
    is no control and people might affect
  • 00:29:08
    you
  • 00:29:08
    negatively then it of course it helps in
  • 00:29:12
    improving work environment because it
  • 00:29:14
    also
  • 00:29:15
    works a lot on internal communication
  • 00:29:17
    employment motivation
  • 00:29:19
    and whatever else is required so that
  • 00:29:21
    the employees may
  • 00:29:22
    work in a manner that they reap greater
  • 00:29:24
    dividends they bring in more
  • 00:29:26
    profits so it also helps in improving
  • 00:29:28
    work environment
  • 00:29:30
    now let us look at the segments of
  • 00:29:32
    corporate communication
  • 00:29:34
    when we talk about the segments of
  • 00:29:36
    corporate communication
  • 00:29:37
    one is management communication which
  • 00:29:39
    includes the components like
  • 00:29:41
    leading planning organizing evaluating
  • 00:29:43
    all the management functions that are
  • 00:29:45
    set for any activity or campaign or
  • 00:29:48
    series of activities
  • 00:29:49
    is managing communication so this is one
  • 00:29:52
    segment of one area of corporate
  • 00:29:54
    communication the another segment is
  • 00:29:56
    marketing communication
  • 00:29:57
    so when i will talk to you about
  • 00:30:00
    integrated marketing communication i
  • 00:30:01
    will talk in greater detail about what
  • 00:30:03
    marketing communications is all about
  • 00:30:06
    but this is basically to tell you in
  • 00:30:07
    short it is basically
  • 00:30:09
    aimed at marketing a brand or a company
  • 00:30:12
    or product
  • 00:30:13
    by means of various tools advertising
  • 00:30:16
    can be one
  • 00:30:17
    organizing events can be another public
  • 00:30:19
    relations and corporate communications
  • 00:30:21
    could be one
  • 00:30:21
    so hence we counted as a segment of
  • 00:30:24
    corporate communication
  • 00:30:25
    and then institutional communication
  • 00:30:27
    which is basically to strengthen the
  • 00:30:29
    relation between the
  • 00:30:30
    institution and the employees so
  • 00:30:33
    institutional communication internal
  • 00:30:35
    communication
  • 00:30:36
    is also an important segment of
  • 00:30:38
    corporate communication
  • 00:30:40
    now let us look at the components
  • 00:30:44
    our key areas of corporate communication
  • 00:30:47
    one is corporate identity like i just
  • 00:30:50
    said there are certain unique attributes
  • 00:30:52
    or features that describe a company
  • 00:30:54
    these are the corporate identities
  • 00:30:56
    corporate branding
  • 00:30:58
    this is the uniting a group of products
  • 00:31:00
    the example of which i just gave you a
  • 00:31:02
    number of consumer durable
  • 00:31:04
    products are being produced by one
  • 00:31:06
    company when you bring them
  • 00:31:07
    under one name or identity it is called
  • 00:31:10
    corporate branding
  • 00:31:12
    another is corporate reputation the you
  • 00:31:15
    know it is
  • 00:31:16
    uh molding the perception of
  • 00:31:19
    stakeholders
  • 00:31:20
    based on how you have performed so well
  • 00:31:22
    and what is the you know in
  • 00:31:24
    what is the perception of the
  • 00:31:25
    stakeholder in terms of
  • 00:31:27
    your ability to meet the expectations in
  • 00:31:29
    the market
  • 00:31:30
    all these are components or key areas of
  • 00:31:33
    corporate communication
  • 00:31:35
    and of course regular based
  • 00:31:37
    communication with publics like
  • 00:31:39
    investors
  • 00:31:40
    with publics like media internal
  • 00:31:42
    communication which is your employees
  • 00:31:44
    as well as communicating with the
  • 00:31:46
    customers
  • 00:31:47
    these are another important segment of
  • 00:31:50
    corporate communication
  • 00:31:52
    and like i just suggested that crisis
  • 00:31:56
    communication is another segment
  • 00:31:57
    which has to be greatly led by corporate
  • 00:32:00
    communication because in terms of crisis
  • 00:32:02
    there is no one else who is
  • 00:32:03
    no other department which will be you
  • 00:32:05
    know well armed to deal with a situation
  • 00:32:08
    of that sort
  • 00:32:08
    so crisis communication is another
  • 00:32:10
    segment of corporate communication
  • 00:32:13
    that's all in this session today think
  • 00:32:16
    creative
  • 00:32:17
    think pr join us again in five minutes
  • 00:32:19
    thank you
Tags
  • relations publiques
  • communication d'entreprise
  • gestion des crises
  • image de marque
  • publicité