Corporate Public Relations - Assignment Example

Corporate Public Relations of the Contents Question Corporate Identity, Corporate Image and Corporate Reputation 3 Question 2. Issues Management and Crisis Management 3 2.b Consequences 4 Question 3.a Need for CSR strategies 5 3.b Planning and Implementation of CSR Programmes 5 3.c Corporate Citizenship 6 Question 4.a Functions of Internal PR/ Employee Communication 6 4.b Differences Between HR and PR 7 Question 5. Necessity and Role of Ethics in Corporate PR Practices 7 References 8 Question 1. Corporate Identity, Corporate Image and Corporate Reputation In Globalisation, image is considered as an essential feature that is being highlighted by the companies. Corporate identity is the complete image of an organisation, firm or corporation. It is a collection of visual elements used in different applications for the promotion of the image of a firm. Corporate image is the mental picture that pops up when a particular company’s name is mentioned. It is a psychological impression that keeps on changing from time to time with media coverage, firm’s performance and circumstances, etc. Corporate reputation is the cumulative evaluation of a company’s past performances and its ability to deliver improved business outcomes to different stockholders over time (Hutton, et al., 2001). Corporate identity and image are responsible for the creation of reputation of a corporation. The branding and the incorporation of logos are done to create a positive image of the brands. This also enhances its reputation and brand value (Watson & Noble, 2014). DiStaso, McCorkindale and Wright, (2011) explains that corporate image is the perception of customers rather than the actual position or state of the company which is beyond the firm’s control. However, unlike corporate identity, it is fluid and can change overnight. Corporate identity is created and maintained by the corporate communications department. Corporate reputation is built up with the company’s performance, whereas, image is completely created by the customers. Question 2. Issues Management and Crisis Management The issue management is a procedure that certifies the information processing and monitoring capability of a firm so that it can efficiently deal with risks and uncertainty (Botan & Taylor, (2004). Basically, its aim is to identify the unpleasant conflicts and issues beforehand so that steps can be taken accordingly. Crisis management on the other hand is the procedure that deals with major unpredictable threat that has already occurred in the organisation. Crisis is basically unanticipated threat. The similarity is that both the managements have to deal with unpredictable events which pose a threat to the stockholders and the organisation (Watson & Noble, 2014). The main difference arises between an issue and a crisis. Issues do not impose any immediate threat on the company’s reputation. However, they can rapidly escalate into crises if not handled properly. Issues can crop up anytime but an issue unresolved can quickly turn into a crisis. Firms that implement issue management develop better reputations and create bridge to crisis management. The issue management basically plans to avoid critical circumstances, whereas, crisis management analyses the threat and acts to minimise its impact. It is argued that a company cannot always identify the issues. It happens that even after evaluation, crisis arises. So, how a company manages its issues and crisis is reflective of its progressive behaviour and reputation. Issue management is linked to crisis management in the sense that issue management team work to reduce the occurrence of a crisis from already existing issues. There are different types of crises like economic, physical, personnel, criminal, information, reputational, natural disasters. Three main types of issues are Current, Emerging and Societal (Watson & Noble, 2014). 2.b Consequences Blowfield and Murray, (2014) suggest that the most precious set of a company is its reputation. During challenging times, the issue management and crisis management teams play crucial roles. Companies have to deal with issues all the time and sometimes these issues also take a larger form and become crisis. Crisis can lead to catastrophic results which can even bring down leaders, management regimes, products and firms. Failure of a proper issue management team can disrupt the workings in a firm. If issues are not taken care of then office environment will get affected with the disputes or conflicts which in turn will hamper the smooth functioning of a company. It may also evoke debate, differences of opinion and controversy. In the end, this will turn into crisis. This crisis can cause escalation in intensity among the employees; issues might get under media and government scrutiny which will welcome unwanted attention from the public. If the crisis is not managed, it may also result in shift of power in a firm. Both the managements hence aim at creating encouraging environment where business can flourish and be profitable (Ki, Kim & Ledingham, (2015).   Question 3.a Need for CSR strategies Companies are basically business bodies which run with the motive of profit maximisation. However, they also carry some responsibilities to their customers, workers and suppliers. Corporate Social Responsibility (CSR) is a model applied in management in which companies integrate environmental and social concerns in their interactions with their stakeholders and business processes (Ng & Ngai, 2015). CSR can bring advantages to a company. If a company wishes to apply sustainable techniques it has to apply innovative methods. This means that the company will follow the path of innovation. This also means that cost reducing techniques are also applied. Hence, it is a double gain for a company. CSR adds value to the organisation and society. Different programmes like scholarships for teenagers, awards and internship programmes also helps in building a healthy relationship with the customers. It can be an aid to retention and recruitment of workers (Williamson, 2015). It can limit the risks of corruption scandals or environmental accidents. 3.b Planning and Implementation of CSR Programmes In 21st century, issues like global warming and greenhouse effect are becoming the top concerns of not only the environmental campaigner but also the general public. In such a scenario, the companies make it a point to include CSR in their strategic planning, since customers are aware of environmental pollution. Botan and Hazleton, (2010) believe that the CSR programmes are also viewed as public relations campaigns to improve their brand reputations. It is also considered as a tool for brand promotion. An appropriately implemented CSR strategy can bring competitive advantages like increased access to markets and capital, rising profits, improved quality and productivity, savings on operational costs, proficient human resource base, enhanced decision making. This in turn will improve brand reputation and image and hence, will increase customer loyalty. Embracing CSR creates brand differentiation. However, since CSR has become a common strategy, it is getting difficult for companies to differentiate. Still, it is given high preference due to the presence of diminishing returns on brand differentiation. Through CSR programmes, customers can be engaged which will help in the promotion of the brand. It also involves employee’s participation in such programmes. This helps in determining their needs and increases their productivity (Doorley & Garcia, 2011). 3.c Corporate Citizenship The fair and ethical treatment of stakeholders has gain importance among many organisations. They have hence adopted the policy of corporate citizenship. It is essential for successfully running of the companies to treat their employees ethically and with respect. This is what has been coined as corporate citizenship (Williamson, 2015). In this, a company tries to portray its commitment to decent behaviour by assessing the needs of the stakeholders and protecting the environment. This involves giving importance to the employees and involving them in CSR programmes so that they also have the chance to channelize their passion of community services through volunteering and charities. Implementing corporate citizenship policy can boost brilliant employee relations; improve relations with the customers and superior marketing (Ng & Ngai, (2015). The customer relations are improved by ethically treating them and monitoring their feedbacks. Marketing is enhanced because customers are more attracted to ethical firms and their goods. Consumer satisfaction will lead to increase in sales and therefore, profit. Question 4.a Functions of Internal PR/ Employee Communication Within an organisation, different communication activities and processes are undertaken. This is defined as internal communication or internal public relations. The concept highlights strategic communication activities directed towards a company’s internal stakeholders and internal audiences. Williamson (2015) discussed that the functions of Internal PR can be listed as, to construct support for the PR, determine the amount that the company wants to spend on PR initiatives and defines the activities which are planned by the team; handles PR budget so that it is used efficiently, it acts as a bridge between the firm and the external agency and helps them to meet their expectations, it makes sure that the company is developing long term plans, assists employees to set their goals. Basically, the role of an internal PR is to maintain a proper flow of information within an organisation. This in turn, builds relationships among stakeholder and management which are mutually beneficial, reinforces loyalty and curates healthy corporate culture and community. 4.b Differences Between HR and PR HR is related to the hiring employees and builds procedures and policies to develop employee productivity. They invigilate their working conditions and make sure that they are able to give their maximum effort and are satisfied with their job. PR, on the other hand, acts as a medium of communication between stakeholders and management. The work of a PR is considered to be linked with relationships and corporate image. It involves handling media relations that includes conducting press releases, scheduling interview, etc. unlike HR; it does not enforce employee policies and regulations. It is more involved with circulating information to potential customers about the business activities through conduction of seminars and press releases. It may also vary to arrangement of public speaking programmes where the products and services are featured as a method of promotion (Williamson, 2015). Question 5. Necessity and Role of Ethics in Corporate PR Practices Ethics can be defined as being transparent and open. A PR will cease to exist in the long run if it does not practise ethical strategies. Unethical practise have always hampered business units. If there are unethical practices in internal PR then the harmony of the workplace will get disturbed. There will be miscommunication and conflicts. External PR can also get adversely affected. This may create poor brand image to the customers. All these will ultimately make the company incur loss. So, Botan & Taylor, (2004) emphasised that the role of ethics is one of the vital issues that the management are concerned with. References Blowfield, M., & Murray, A. (2014). Corporate Responsibility. Oxford: Oxford University Press. Botan, C. H., & Hazleton, V. (2010). Public relations theory II. London: Routledge. Botan, C. H., & Taylor, M. (2004). Public Relations: State of the Field. Journal of Communication, 54(4), 645-661. DiStaso, M. W., McCorkindale, T., & Wright, D. K. (2011). How Public Relations Executives Perceive and Measure the Impact of Social Media in their Organizations. Public Relations Review, 37(3), 325-328. Doorley, J., & Garcia, H. F. (2011). Reputation Management: The Key to Successful Public Relations and Corporate Communication. London: Routledge. Hutton, J. G., Goodman, M. B., Alexander, J. B., & Genest, C. M. (2001). Reputation Management: The New Face of Corporate Public Relations?. Public Relations Review, 27(3), 247-261. Ki, E. J., Kim, J. N., & Ledingham, J. A. (2015). Public Relations as Relationship Management: A Relational Approach to the Study and Practice Of Public Relations. London: Routledge. Ng, P., & Ngai, C. (2015). Role of Language and Corporate Communication in Greater China: From Academic to Practitioner Perspectives. Berlin: Springer. Watson, T., & Noble, P. (2014). Evaluating Public Relations: A Guide to Planning, Research and Measurement. London: Kogan Page Publishers. Williamson, J. (2015). Customers as Publics: Contemporary Service Research from a Public Relations Perspective. Berlin: Springer International Publishing. Read More