1 CORPORATE COMMUNICATION Session 1By : Liya Djajadisastra
2 PERSONAL 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
3 NEXT REQUESTPlease fill in Students List (name, address) for contact purposes.Please subscribe to :Please listen to the KONTRAK PERKULIAHAN sheet and read carefully on the yahoogroups site above. Follow the instruction there.Please introduce yourself orally
4 CORPORATE 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.
5 CORPORATE COMMUNICATION AN INTEGRATED FRAMEWORKPublic AffairsIssues ManagementInvestor RelationsMedia RelationsNGO RelationsCorporate Social ResponsibilityInternal CommunicationCommunity RelationsPublicity/ SponsorshipKey Opinion Former Relations
6 CHANGES THAT AFFECT HOW A CORPORATION COMMUNICATES HISTORICAL PERSPECTIVESPUBLICITY SEEKINGINFORMATION DISSEMINATIONRELATIONSHIP MANAGEMENTORGANIZATIONAL POSITIONING21ST CENTURY19001980/19901930/19401960/1970…..
7 CHANGES 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
8 4 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.
9 4 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
10 4 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,”
11 4 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).
12 Dominance 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?
13 Dominance of the internet and growth of social media
14 KEY 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
15 KEY 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
16 KEY 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.
17 KEY 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
18 SCOPE OF CORPORATE COMMUNICATION Stakeholders managementCorporate IdentityCorporate Reputation
19 INPUT OUTPUT MODEL SUPPLIERS INVESTORS CUSTOMERS ORGANIZATION EMPLOYEESSUPPLIERSINVESTORS
20 STRATEGIC MANAGEMENT OF STAKEHOLDERS ORGANIZATIONCUSTOMERSEMPLOYEESSUPPLIERSINVESTORSGOVERNMENTPOLITICAL GROUPSTRADE ASSOCIATIONSCOMMUNITIES
21 STAKEHOLDERS Customers Employees Distributors Suppliers Shareholders CONTRACTUALCOMMUNITYCustomersEmployeesDistributorsSuppliersShareholdersLendersConsumersRegulatorsGovernmentMediaLocal communitiesPressure groups
22 STAKEHOLDER SALIENCE MODEL DefinitiveDefinitive
23 CORPORATION- STAKEHOLDER COMMUNICATION MODELS ONE-WAY SYMMETRICALMODELTWO-WAY ASYMMETRICALTWO-WAY SYMMETRICALInformationalStrategyPersuasiveDialogue
24 STAKEHOLDER COMMUNICATION StakeholderseffectAwareness ----Understanding -Involvement --CommitmentTacticsNewslettersReportsMemosFree PublicityDiscussionsMeetingsAdvertising andEducationalCampaignConsultationDebateEarlyincorporationCollective problem solvingType ofStrategyInformational StrategyInformational/ Persuasive StrategyDialogue strategy
25 EXERCISE Please identify this company’s : Publics Objective of Corporate communicationsThe outcome of its Corporate Communications
26 CONCLUSION Corporate Communication Why Corporate Communication StakeholdersStakeholders Management
27 HOMEWORK : CORPORATE FUNCTION Argenti, Paul A. Corporate Communication, McGraw Hill, Singapore 2009Cornelissen, Joep Corporate Communication, SAGE Publications, Singapore 2008
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