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Evolution of Corporate Communication: Navigating PR to CorpComm

Explore the transition of PR to Corporate Communication (CorpComm) and the essential functions it encompasses, from media relations to reputation management and community relations. Gain insights into building a strategic CopComm function focusing on identity and image.

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Evolution of Corporate Communication: Navigating PR to CorpComm

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  1. CORPORATE COMMUNICATION FUNCTION

  2. PR to CorpComm • PR, the predecessor to the corporate communication (CorpComm), grew out of necessity. • When companies needed other communications activities “PR” took them on.

  3. Marketing is the management process that identifies, anticipates and supplies customer requirements efficiently and profitably CorpComm deals with events and publicity relating to new or existing products and customers.

  4. PR Week’s “Corporate Survey 2002” revealed that over half of the heads of corporate communication departments oversee communications functions that include: media relations crisis management employee comm. reputation management community rel. product/brand comm.

  5. The best approach to build a CopComm function is to begin with the most global and strategic issues and then move into narrower aspects of the function

  6. Identity and Image • Image is the corporation as seen through the eyes of its publics. • An organization can have different images with different publics. - Market research needed

  7. Identity and Image • Identityconsists of a company’s defining attributes such as its people, products and services. • Unlike image, the organization’s identity shouldn’t vary from public to public.

  8. CORPORATE REPUTATION

  9. Community Relations: Corporate Social Responsibility Corporate Philanthropy-readings-

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