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Corporate Relations

By | March 2012
Page 1 of 14
Topic 1‐Public Relations/ Corporate  Communication: Concepts & Theories

Today’s Agenda
What is PR & its Conceptual Development Key PR Theories/Models Is PR the same as Corporate Communication? Strategic Role in a Company Video Sharing  Relevant Research Findings In‐class Sharing/Discussion

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Public Relations
Made in America. 1st school of PR at Boston University in 1947. 100 colleges & universities 2 years later.

Trying to influence publics through what was  said, not necessarily what was done.

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Public Relations in Asia
o PR in US, Europe and Australia…rooted in the  growth of private industry in 1930s o

PR in Singapore, Hong Kong…founded by  expatriate companies in 1960s China, Korea, and Vietnam followed soon but  still some way to go

o

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What is Public Relations?
“Management of communication between an  organization and the public.” (Grunig 1992) J Grunig

“The Management function that establishes  and maintains mutually beneficial  relationships between an organization and  the publics on whom its success or failure  depends.” (Cutlip et al. 2000)

S Cutlip

A Center

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Public Relations is…
PR = Propaganda PR = Publicity PR = Advertising PR = The mouthpiece of corporate power PR works in 3 ways: ◦ ◦ ◦

Try to create an opinion or attitude Seek to reinforce an existing opinion Attempt to change an existing opinion change  (Devereux and Peirson-Smith, 2009) 6

Different Types of Public Relations

Other Types:  Clean Technology PR, Healthcare and Science PR, Technology PR, Consumer PR…… 7

Synergistic  Interaction Among PR  Activities
Corporate PR
Corporate Brand Value Financial Product Value

Financial PR

Marketing PR

Product Brand Value

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Common Areas of PR Practice
Ten Common Areas of Public Relations Practice
1. Internal relation 3. Community relations 5. Issues management 7. Media relations 9. Investor relations 2. Government relations/Public affairs...
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