Public Relations Management - Session 2 - Corporate Communications and PR Communication Models

1. Semester IV Session 2

4. Moksh Juneja

7. Types of Communication Moksh Juneja Verbal Communication Speaking Singing Tone of Voice

8. Types of Communication Moksh Juneja Non – Verbal Communication Body Language Sign Language Paralanguage Touch Eye Contact Writing Silence

12. Linear model of communication

17. Public Relations Communications Models Moksh Juneja Source: Managing Public Relations [James E. Grunig and Todd Hunt, Harcourt, Bace Jovanovich (1984), p. 21]

18. Public Relations Communications Models Moksh Juneja Source: Managing Public Relations [James E. Grunig and Todd Hunt, Harcourt, Bace Jovanovich (1984), p. 21]

19. Grunig's four models of Public Relations Moksh Juneja Model Name Type of Communication Model Characteristics Examples Press agentry/publicity model One-way communication Uses persuasion and manipulation to influence audience to behave as the organization desires Event Publicity Public Information model One-way communication Uses press releases and other one-way communication techniques to distribute organizational information. Public relations practitioner is often referred to as the "journalist in residence". Government information One-way asymmetrical model Two-way communication Uses persuasion and manipulation to influence audience to behave as the organization desires. Does not use research to find out how it publics feel about the organization. Corporate PR / Investor Relations Two-way symmetrical model Two-way communication Uses communication to negotiate with publics,resolve conflict, and promote mutual understanding and respect between the organization and its public(s). Reputation Management

20. Future PR Communication models Moksh Juneja One-to-One Communication One-to-Many Communication Many-to-One Communication One-to-Many-to-Many Communication Source: IAOC

21. Moksh Juneja

28. Corp. Comm. Vs. Marketing Comm. Corporate communications Marketing communications Aim building company's reputation brand building Scope of communication Company / Enterprise product/produce or service provided by the company/enterprise Target Audience multiple stakeholders customer Mode multiple channels defined set of channels Creativity less room for creativity more room for creativity Consistency With corporate identity, image, philosophy; product & brand attributes With product and brand attributes

29. THE CORPORATE COMMUNICATIONS WHEEL O The New Corporate Communications Wheel: Balmer and Greyser. Adapted from D. Bernstein (1984) [42] The Corporate Communications Wheel: Balmer and Greyser. Adapted from D. Bernstein (1984) Advertising Products/ Services Direct Marketing and Correspondence Corporate & Marketing PR Personal Presentation Impersonal Presentation Literature Point of Sale Permanent Media New Media Sponsorship THE CORPORATION Brand Business Partnerships Alliances O R I V N E N M E N T O R I V N E N M E N T The New Corporate Communications Wheel: Balmer and Greyser. Adapted from D. Bernstein (1984) [42] and The Industry Corporate Country of Origin Influential Groups The Trade Government(s) The Media Financial Customers General Public Internal Prospective Employees Local Business Partners