Chapter – 14

Corporate Communication and Public Relations

In this post we have given the detailed notes of class 12 Home Science Chapter 14 (Corporate Communication and Public Relations) in English. These notes are useful for the students who are going to appear in class 12 board exams.

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Chapter 14: Corporate Communication and Public Relations

Introduction

• In today’s world, communication is crucial, as important as basic necessities like food, clothing, and shelter.  
• This chapter focuses on communication within organizations and businesses, specifically corporate communication.  
• Corporate communication is a vital management tool that has developed over many years.  
• It involves managing and organizing all internal and external communications to create favorable outcomes.  
• It depends on information from various experts and communicators within the organization.  
• Corporate communication also deals with people, organizational processes, activities, and communication channels.  

Importance of Corporate Communication

• Public perception is the key to an organization’s success.  
• The public, competitors, and employees’ opinions about an organization shape its reputation, standing, and ultimately, its success.  
• The main goal of corporate communication is to establish the organization’s vision (whether true or not) among its stakeholders.  
• A crucial purpose is to control how the world perceives the organization.  
• In times of crisis, managing public and employee perception of the situation and the organization’s response is extremely important.  
• The corporate communication team must shape public understanding through press releases, newsletters, advertisements, and other communication channels.  

Public Relations (PR)

• PR is both an art and a science.  
• It combines the aesthetic and emotional aspects of art with the methodology of science.  
• PR aims to establish and maintain relationships and communication between an organization and its stakeholders.  
• PR activities, policies, and plans vary depending on the organization and its specific goals, such as creating a positive image, managing crises, motivating employees, generating product interest, advertising, and providing pre-event information.  
• PR professionals should adhere to a code of ethics and avoid exploiting insider information for personal gain.  
• Corporate communication is essential because it creates positive public awareness, effective communication channels, a strong corporate culture, and a genuine understanding of corporate citizenship.  

Functions of Corporate Communication

• Corporate communication creates a healthy organizational environment.  
• It facilitates information sharing among employees, stakeholders, media, and customers.  
• It builds and maintains the brand, manages the organization’s reputation, and ensures communication within and outside the organization.  
• It is used to project a positive corporate image, build strong stakeholder relationships, and inform the public about new products and achievements.  
• Reputation management is crucial due to increased competition, information availability, and media outlets.  
• Crisis control, global communication, and using complex communication tools are also important functions.  

Functions of Public Relations

• Many functions of corporate PR departments and PR agencies overlap, including:
  • Developing and disseminating PR policies.  
  • Preparing corporate statements, press releases, and executive speeches.  
  • Promoting company activities and products through media and communities.  
  • Building relationships with government entities and the local community.  
  • Producing and publishing institutional publications.  

Key Areas of Public Relations Activities

• Press Relations: Maintaining good relationships with all levels of the press, providing well-written press releases, and understanding the interdependence between PR and the press.  
• Advertising: Promoting a product through various media like newspapers, radio, and TV to spread information and persuade people to use it.  
• Publications: Producing brochures, folders, pamphlets, institutional magazines, etc., keeping in mind simplicity, clarity, cost, and the organization’s image.  
• Coordination with other media: Utilizing audio-visual media, films, exhibitions, and even public speaking and phone conversations to maintain a positive image.  
• Community relations: Building relationships with the local community, financial analysts, banks, large institutions, shareholders, and potential investors.  

Seven Principles of Public Relations (Arthur Page)

• Tell the truth: Be transparent about the company’s character, ideals, and practices.  
• Prove it with action: Public perception is largely based on what the organization does, not just what it says.  
• Listen to the customer: Understand public needs and feedback to provide good service.  
• Manage for tomorrow: Anticipate public reaction and eliminate problematic practices.  
• Conduct public relations as if the whole company depends on it: PR is a management function that should be considered in every policy decision.  
• Realize a company’s true character is expressed by its people: Employees’ words and actions shape public opinion.  
• Remain calm, patient, and good-humoured: Approach PR with reason and a steady focus on information and public relations.  

Types of Communication

• Internal Communication: Communication between employers and employees within an organization, crucial for maintaining morale, promoting transparency, and mitigating potential damage.  
• External Communication: Communication between members of the organization and the outside world, essential for creating a positive image, brand protection, and public relations.  

Crafting and Communicating Messages

• When creating messages, consider the seven Cs of communication:
  • Conciseness: Keep messages brief and focused.
  • Concreteness: Ensure messages are solid and meaningful, but not lengthy.  
  • Clarity: Use appropriate and unambiguous language.  
  • Completeness: Provide sufficient information for complete understanding.  
  • Courtesy: Maintain a polite tone and show respect to the audience.  
  • Correctness: Verify the accuracy of the message and ensure it is free of grammatical errors.  
  • Consideration: Craft the message thoughtfully, emphasizing the “you-attitude” over “I” and “we.”  

Essential Knowledge and Skills for Corporate Communication

• Listening Skills: Actively listening, understanding, and responding to messages.  
• Interpersonal Skills: Effective communication and interaction within a business setting.  
• Negotiation Skills: Persuading and reaching mutually agreeable outcomes.  
• Presentation Skills: Conveying ideas and information through engaging presentations.  
• Human Element: Adding a personal touch to communication, such as sending cards on birthdays or special occasions.  
• Building Rapport: Establishing trust and harmony in relationships.  
• Effective Decision-Making: Making informed choices that consider all relevant factors.  
• Telephone Etiquette, Basic Writing Skills, and Public Speaking Skills: Essential communication skills for corporate communicators.  
• Accent Neutralization: Speaking clearly and understandably for diverse audiences.  
• Time Management: Utilizing time effectively to achieve goals.  
• Stress Management: Recognizing and managing stress to maintain a healthy work-life balance.  

Use of Technology in Communication

• Technology has revolutionized communication, providing access to information, knowledge, and news worldwide.  
• Information and Communication Technology (ICT) encompasses all technical means of processing and communicating information, including digital and pre-digital technologies.  

Scope of Corporate Communication and Public Relations

• Corporate communication involves all communication tasks between employers and employees within organizations.  
• Public relations officers handle communication with stakeholders, media, government, and the public.  
• PR plays a crucial role in working with external agencies and utilizing communication technologies innovatively.

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