1CORPORATE COMMUNICATION Session 1By : Liya Djajadisastra
2PERSONAL INTRODUCTION Liya DjajadisastraLives in Jakarta SelatanGraduated from UNPAD Law School (Master of International Law and Master of Business Law), trained in Marketing & PR in Jakarta, UK, Switzerland, US, Singapore.Experience : Managing Director, FORTUNE PR ( ), Sales & Marketing Manager, PR Manager, Hotel Mutiara Panghegar Riau ( ), OTC Marketing Manager, Sandoz Indonesia & Roche Indonesia ( )Work : Technical Advisor FORTUNE PR (2010-now), Lecturer in Post Graduate Program of London School of PR, Jakarta
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4CORPORATE COMMUNICATION Until 1970 practitioners used the term ‘Public Relations’ for communication with stakeholders ; this was mainly tacticalWhen other stakeholders demand more information, the new function of corporate communication started to get holdComprise of wide range of specialized disciplines such as corp. design, corp. advertising, internal comm., investor relations, etc.
5CORPORATE COMMUNICATION AN INTEGRATED FRAMEWORKPublic AffairsIssues ManagementInvestor RelationsMedia RelationsNGO RelationsCorporate Social ResponsibilityInternal CommunicationCommunity RelationsPublicity/ SponsorshipKey Opinion Former Relations
6CHANGES THAT AFFECT HOW A CORPORATION COMMUNICATES HISTORICAL PERSPECTIVESPUBLICITY SEEKINGINFORMATION DISSEMINATIONRELATIONSHIP MANAGEMENTORGANIZATIONAL POSITIONING21ST CENTURY19001980/19901930/19401960/1970…..
7CHANGES THAT AFFECT HOW A CORPORATION COMMUNICATES Growth of big institutionsHeightened public awareness and media sophisticationIncreasing incidence of societal change, conflict and confrontationGlobalization and the growing power of global media, public opinion and democratic capitalismDominance of the Internet and growth of social media
84 models of PR The Press Agentry Model Press agents worked to influence public opinion by creating news. Press agents were liars — at least some of the time — but it got their clients into the headlines, and that’s what mattered.
94 models of PR The Public Information Model One-way communication is the focus of the public information model. Press releases, brochures, even static Web content, are tools used by these information dispensers. They tell the story and hope someone is paying attention
104 models of PR The 2-way asymmetrical model. The post World War II rise in consumer products created a need for targeted, scientific marketing. PR played a role. Under the 2-way asymmetrical model, practitioners used research to get inside the heads of consumers and to help fashion the sell messages. Grunig and Hunt called it “scientific persuasion,”
114 models of PR The 2-way symmetrical model Uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organization and its public(s).
12Dominance of the internet and growth of social media 8-year-old Harry Winsor (son of John Winsor, CEO of the ad agency Victors & Spoils), decided to send Boeing one of his concept designs for a new plane, done in crayon.Boeing in turn responded as any giant company would, with a standard form letter which basically stated, "thanks for the letter, we liked it so much we put it in the trash”.Harry's father didn't appreciate the response his son received and posted his reaction to Boeing's letter on his blog.His post received a lot of traffic and quite quickly caught the attention of Boeing who realized they were on the verge of a PR nightmare.Boeing acted quickly and the story ended happily for young Harry who was invited to tour Boeings facilities.‘Future of Flight’ invited Harry to Seattle, and offered to host "Harry Winsor Design Your Own Airplane Show."Museum of Flight also offered Harry a free tour. What should Boeing take away from this incident? Your thoughts?
13Dominance of the internet and growth of social media
14KEY CONCEPTS IN CORPORATE COMMUNICATION Mission = Overriding purpose in line with the value of expectations of shareholders= Maksud utama (keberadaan korporasi) yang sejalan dengan harapan para pemangku kepentinganVision = External future state; the aspiration of the organization= Suatu keadaan di masa depan (yang akan dicapai), aspirasi dari organisasi tersebut.Corporate objectives and goals = Precise statement of aims and purposes = Pernyataan tegas tentang tujuan dan sasaran korporasiStrategies : The ways or means of which the corporate objectives are to be achieved and put into effect= Cara atau sarana untuk mencapai tujuan dan pelaksanaannya
15KEY CONCEPTS IN CORPORATE COMMUNICATION Corporate Identity = The profile and values communicated by an organization= Profil dan nilai2 yang dikomunikasikan oleh sebuah organisasiCorporate image = The immediate set of associations of an individual in response to one or more signals or messages from or about an organization at a single point in time= Anggapan langsung yang dirasakan sesorang ketika merespon satu atau beberapa sinyal tentang sebuah citra organisasiCorporate reputation = An individual’s collective representation of past images of an organization (induced through either communication or past experience) established over time= Gambaran citra sebuah organisasi di masa lalu yang dirasakan sesorang ketika terpicu oleh komunikasi ataupun pengalaman yang terbentuk bersama waktu
16KEY CONCEPTS IN CORPORATE COMMUNICATION Stakeholders = Any group or individual who can affect or is affected by the achievement of the organization’s objectives= Orang atau sekumpulan orang yang dapat memberi dampak ataupun terdampak oleh aksi sebuah organisasiPublic = People who mobilize themselves against the organization on the basis of some common issue or concern to them= Orang-orang yang memobilisasi dirinya menentang sebuah organisasi dengan berbasis kepentingan atau hal yang samaMarket = A defined group for whom a product is or may be in demand (and for whom an organization creates and maintains products and service offerings)= Sekumpulan orang yang mempunyai suatu kebutuhan akan produk tertentu dan menjadi sasaran organisasi tersebut ketika menciptakan produk atau jasanya.
17KEY CONCEPTS IN CORPORATE COMMUNICATION Issue = An unsettled matter (which is ready for a decision) or a point of conflict between an organization and one or more publics= Sebuah masalah yang belum tuntas digarap atau sebuah konflik antara organisasi dengan publiknyaCommunication = The tactics and media that are used to communicate with internal and external groups= Taktik dan media yang digunakan untuk berkomunikasi dengan sasaran internal ataupun eksternalIntegration = The act of coordinating all communication so that the corporate identity is effectively and consistently communicated to internal and external groups= Upaya mengkoordinasikan semua komunikasi sehingga identitas korporasi dapat dengan efektif dan konsisten dikomnikasikan ke sasaran internal dan eksternal
18SCOPE OF CORPORATE COMMUNICATION Stakeholders managementCorporate IdentityCorporate Reputation
19INPUT OUTPUT MODEL SUPPLIERS INVESTORS CUSTOMERS ORGANIZATION EMPLOYEESSUPPLIERSINVESTORS
20STRATEGIC MANAGEMENT OF STAKEHOLDERS ORGANIZATIONCUSTOMERSEMPLOYEESSUPPLIERSINVESTORSGOVERNMENTPOLITICAL GROUPSTRADE ASSOCIATIONSCOMMUNITIES
21STAKEHOLDERS Customers Employees Distributors Suppliers Shareholders CONTRACTUALCOMMUNITYCustomersEmployeesDistributorsSuppliersShareholdersLendersConsumersRegulatorsGovernmentMediaLocal communitiesPressure groups