Learning Objectives

 To provide the students with basic understanding of the concepts of

corporate communication and public relations.

 To introduce the various elements of corporate communication and

consider their roles in managing organizations.

 To examine how various elements of corporate communication must be

coordinated to communicate effectively.

 To develop critical understanding of the different practices

associated with corporate communication.
 Chapter 1: Topics
 Introduction

 Meaning

 Scope

 Corporate communication in India

 Need/ relevance of corporate communication in contemporary

scenario
 Meaning
• Corporate communication is the practice of developing, cultivating and
maintaining a corporate identity or brand image.

• A solid corporate communications team provides initiatives to mould

company image, communicate with internal and external audiences, and
sustain a long-term positive reputation.

• Corporate communication is a set of activities involved in managing and

orchestrating all internal and external communications with a view to
create a favorable point for the shareholders.

• Corporate communication is the practice of developing, cultivating and

maintaining corporate identity.
 Corporate They often
Watson Wyatt, communications report directly
Result of Harris HR consulting departments play to a company's
Interactive‟s company a key role in how chief executive
survey conducted conducted a investors, officer and serve
for Towers Communication employees and as advisers in
Perrin ROI study in the general managing a
2003. public perceive a company's
company. reputation.
Promote
Minimize Internal and
Company
discrepancies External
profile communication

SCOPE

Formulate
Coordinate
decision Delegate with Int.
making tasks business
process
 Elements in Corporate
Communication
 Public Relations

 Media Relations

 Shareholder Relations

 Community Relations

 Employee Relations
 Public Relations:
The practice of maintaining a healthy relationship between organization
and its public/employees/stakeholders/investors/partners is called
public relations.
Burger King
Burger King is another example of a brand
embracing women as part of its strategy in
2018.
To help commemorate the passing of a law
allowing women in Saudi Arabia to drive,
Burger King offered a free Whopper
sandwich for every woman who visited one of
its drive-throughs behind the wheel. The
sandwiches sported a wrapper printed with
the phrase, “Celebrating our driving women,”
in both English and Arabic.
Beyond the WhoppHER effort, Burger King
has had a number of successful campaigns in
2018.
Media Relations:
Media relations refer to the relationship that a company or
organization develops with journalists, while public relations extend
that relationship beyond the media to the general public
Shareholder Relations:
Investor relations (IR) is a strategic management responsibility
that is capable of integrating finance, communication, marketing and
securities law compliance to enable the most effective two-way
communication between a company, the financial community, and
other constituencies, which ultimately contributes to a company's
securities achieving fair valuation.
Community Relations:
Community relations refers to the various methods companies use
to establish and maintain a mutually beneficial relationship with the
communities in which they operate.
Employee Relations:
The term 'employee relations' refers to a company's efforts
to manage relationships between employers and employees.

Prega News
 Need for Corporate Communication
 Create brand identities and brand image

 Have a better rapport- internal as well as external

 Face competition

 Reputation management

 Crisis management

 Highlight company performance

 To advertise new products

 Activity:
Write a newspaper article as an employee of the Corporate
Communication Department of the following companies in:
Style cracker
Miniso
Croma
Ikea
Pepper fry
Any dance company
Any educational counselling service provider
Any other if you wish.

The class has to collectively put these articles together and make
a newsletter.
(The title, design, format etc. can be decided by the students)
 Chapter 2: Topics
Corporate Identity: Meaning and Features

Corporate Image: Meaning, Factors Influencing Corporate

Image

Corporate Reputation: Meaning, Advantages of Good

Corporate Reputation
Corporate Identity
 Meaning
 A corporate identity is the persona of a corporation which is
designed to accord with and facilitate the attainment of business
objectives

 Corporate identity is composed of-

• Corporate design ( Logos, uniforms, corporate colours etc.
• Corporate communication ( advertising, Public relations etc)
• Corporate behaviour ( values, norms etc)

 The four functions of corporate identity are as follows:

• Recognizibility
• Corporate reputation
• Organization structure- Monolithic or diverse product lines
• Employees identification with the organization
A corporate identity is the bigger picture of all the
visual and sensual aspects of a company.

Logo design; stationery; marketing collateral such as

print brochures and direct mail; website design,
email, social media; online, radio, magazine, billboard
and display advertising; product design and
packaging; employee uniforms; corporate signage and
vehicle graphics.

It is a way to visually represent themselves, their

product, service or idea.

Corporate identity is a combination of color, graphic,

verbal, typographical, video or other techniques,
which provides a single image for the company, for
its face and success.
Features of Corporate Identity
 Intangible qualities- Values,  Price
Personality etc.
 Tangible qualities  Geographical roots
 Symbolism  Longevity
 Communication  Slogan
 Behaviour

 It is therefore a combination of all the visual and non-visual components

which a company uses to present itself.
 Activity
Let us study the corporate identity of
various brands with respect to:

1. Uniforms
2. Merchandises
3. Colours used
4. Design etc.

Class work!
 Homework:

Make merchandises & uniforms for companies of your choice.

If they already have an existing uniform then discuss the
reason for your recommended change. You not only design it
but also show us a sample of your creative work.

You also need to design your visiting cards and get a sample
print.
CORPORATE IMAGE
 Meaning
 Corporate image is the sum total of the perceptions and
impressions carried by various publics about

• the quality of the products and services

• and the behaviour of the organization towards the

community at large.

 It is the set of beliefs, ideas and impression the

stakeholders hold regarding the object.
 Quality and Pricing of the products.

 Attractiveness or safety of the product

 Advertising campaigns

 Press relations

 Social audit program of the company Factors

 Reliability of products and services, and its future plans affecting
 Flexibility of an organisation to adapt to the changing
environment
corporate
 Co-ordinated working of the various divisions and chains image
of a company.

 Its openness to communicate with public, employees and

potential customers.

 Contribution of the public to rural development

Difference between Corporate
Identity And Corporate Image
• Corporate image is the
public perception of
the company, whereas

• Corporate identity is how

the company wants to be
perceived by the public
 UrbanClap has become India‟s first online service platform.

 It operates in six cities and works on demand services. Earlier times, it was
difficult to find reliable service providers for home, like carpenters and plumbers
etc. But with Urban Clap this has come as a huge relief.

 The sheer luxury of getting all the needed services with one click from your phone
has made UrbanClap a huge success in the market. As per UrbanClap, their salon
services got huge demand from the consumers
Bolt:
Bolt has come up with world‟s first small mobile phone charger for motorbikes.

Founded by Satyajeet Mohanty and Ronak Kumar Samatray, this product has enabled users
to quickly charge their phones whilst riding as well as with the help of the Bolt Riders App
they can track the entire ride, total distance covered, average speed, etc.

They have also inbuilt a unique detachable design which prevents theft or any misuse of the
device.
It has already become popular product on ecommerce platforms such as Flipkart and
Amazon.
 Corporate Reputation
 The collective beliefs or opinions that the public hold about a firm.

 Refers to the observers collective judgment of a corporation based on

• Financial
• Social
• Environmental impacts
attributed to the corporation over the period of time.

 Fortune Magazine

 Global Reputation Pulse

Reputation is used to describe ideas as opposed to visual symbols and emotional

impressions that are also part of a firm's corporate identity.
There are several important factors that go into a firm's reputation:

a. Customer Experience

b. Organizational Culture

c. Financial Reputation

d. Reputation Systems

e. Social Media

f. Sustainability

g. Risk Management

h. Incidents
Advantages of Corporate Reputation
 Product differentiation

 Support system during crisis

 Acts as marketing strategy

 Customer preferences

 Helps to charge premium prices

 Enhances pride and employee engagement

 Generates respect and recognition

 Findings from our 2019 Global RepTrak® 100

 They have built credibility with the people who matter most and while financials are strong
– they are perceived as having a greater purpose beyond profit.

Source: https://www.reputationinstitute.com/blog/these-companies-have-best-corporate-reputations
ETHICS IN CORPORATE
COMMUNICATION
 Ethics is derived from the Greek word „ethos‟ which
means character.

 According to Webster dictionary, it means- conforming

to professional standard of conduct.

 Corporate Communication Code of Ethics:

• Honesty
• Confidentiality
• Credit
• Free speech
• Courtesy
 IMPORTANCE OF ETHICS IN
CORPORATE COMMUNICATION
 Corresponds to basic human needs
 Enhances public confidence
 Gives credibility to managers
 Prevents disorderliness, chaos and anarchy
 Building better relationship with the stakeholders
 Retains good employees
 Customer satisfaction
 Spells out minimum standards of practice
 Enhances good governance and accountability
 DEFAMATION
Catch all term for any statement tat hurts someone‟s reputation.

Written defamation- Libel

Spoken defamation- Slander

Not a crime but a tort ( Civil wrong rather than criminal wrong )

• If you believe you are defamed then you have to prove the
following:

• Statement- spoken, pictured, written or even gestured.

• Published- third party heard or saw the statement and made public

• False- has to be proven false

• Injurious- how their reputation was hurt

• Unprivileged- one who is the witness cannot be prosecuted.

Arun Jaitley files 10 crore defamation suit on Arvind Kejriwal.

Trump V Clifford.
 INVASION OF PRIVACY
 Invasion of privacy is an intrusion upon an individual‟s reasonable expectation to be left
alone.

 Invasion of privacy is generally controlled by the state law.

 In 1905, Georgia became the first state to establish the tort of invasion of privacy

 This tort takes four general forms:

• Intrusion of solitude- physically or otherwise, if intrusion is highly offensive to reasonable
person.

• Appropriate of name or likeness- if used without the party‟s permission.

• Public Disclosure of private facts- what is not of public concern and which the person
would find offensive.

• False light claim- allows individual to sue for public disclosure of misleading information
but not technically false.
COPYRIGHT ACT, 1957
Author of Copyright

Work Author
Literary or Dramatic Work The one who creates it
Musical Work Composer
Film Producer
Sound Recording Producer
Photograph / Image Photographer
Any work which is computer The one who causes its creation
generated

44
 TENURE OF COPYRIGHT
Copyright in relation to
Literary work
Artistic work
Dramatic work
Musical work
Cinematographic films
Photographs
Sound recordings
Posthumous publications
Broadcasts made by
broadcasting organization
Performers Rights
Term of Copyright
Life of author + 60 years
60 years from the end of the
year in which the work was first
published
25 years from the end of the
year in which the broadcast was
first made
50 years
45
 FAIR USE
• Limited use of copyright material without permission from
copyright holder
For research or private study or educational purpose

For criticism or review

For reporting current events

In connection with judicial proceedings or use by members

of legislature

Performance for non-paying audience

Making of copies for non-commercial personal use

Reading or recitation in public of reasonable extracts

46
RIGHTS OF A COPYRIGHT HOLDER
To publish or not to publish

To reproduce the work and store in any form

To perform or communicate his work to public

To make any film or sound recording

To make any translation of the work

To sell or give on commercial rental

To assign the rights

To grant licenses
47
Infringement of Copyright

Remedies for
copyright
infringement

Possession of
Suit for Suit for Suit for
infringing
injunction damages accounts
material

48
AND MANY MORE !!!!!
Digital Piracy
• Sec 65A
• Circumvention of copyright on the
internet
• Imprisonment upto 2 years
• Fine
• Sec 65B
• Infringing of copyright material online
• Imprisonment upto 2 years
• Fine
• John Doe Orders
• Petition against unknown defendants
for stopping online piracy before the
release of a movie

50
Game of
Thrones returned to
HBO with some of its
highest ratings yet last
Sunday, but even those
numbers were dwarfed
by an even bigger
audience. The season 8
premiere had almost 55
million pirated views
across illegal streams,
downloads, and torrents
in the first 24 hours,
according to analytics
firm MUSO.
Right to Information Act, 2005
Any information

Inspect documents, works or

records
Rights of a citizen of India to ask
for information from a
Government body only
Take copies of documents

Obtain information in the form of

printouts, diskettes, floppies, tips,
video cassettes or other electronic
or physical form
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 Process of RTI

If PIO transfers the Information

If someone’s life or
Application to PIO Application to APIO application to another concerning violation
liberty is at stake
PIO of Human Rights

Reply within 45 days

Reply within 30 days
Reply within 30 days Reply within 35 days with prior approval of
from receipt by the Reply within 48 hours
of receipt of receipt Central Information
new PIO
Commission

53
 Fees for BPL
Application fee Photocopy fees Inspection fees
cardholder

Rs 10 Rs 2 per page Rs 5 per hour or part No fee

thereof after the first
hour

54
INFORMATION THAT CANNOT BE SOUGHT / WILL NOT
BE PROVIDED
That affects sovereignty and integrity of the country

That may be forbidden by the Court of Law

That may breach the privilege of Parliament or State

Legislature

That may harm competitive position of a third party

That is available to a person in his fiduciary relationship

That is received in confidence from Foreign Government

That may endanger the life or physical safety of a person

That may impede the process of investigation or

prosecution

Cabinet papers and discussions 55

Lets study something new.
TUMERIC
NEEM
Dr.Yusuf Hamied
Discuss the takeaways of this
Module