Integrated Marketing

Communication UNIT 17 PUBLIC RELATIONS AND

CORPORATE COMMUNICATION
Structure
17.0 Introduction

17.1 Learning Outcomes

17.2 Definition of Public Relations

17.3 Public Relations and Journalism

17.4 Public Relation Officer: Duties and Responsibilities

17.5 Tools of Public Relations

17.6 Government Public Relations

17.7 Corporate Communication-Definition

17.8 Corporate Communication: Tools and Methods

17.9 Let Us Sum Up

17.10 Keywords

17.11 Further Readings

17.12 Check Your Progress: Possible Answers

17.0 INTRODUCTION
This unit introduces the concept of public relations and several definitions of
public relations in an attempt to clarify the parameters of the discipline. The
distinctions are made between public relations and corporate communication. The
evolution of public relations is recounted to give context to the profession. Public
relations and corporate communications are comparatively the same, though the
objectives and tactics of both are different – even conflicting. Public relations
creatively promotes the favorable image of its client to the public, corporate
communication adheres to the complicated bylaws of compliance in both internal
and external communication, promoting the integrity of a corporation with very
little room for creativity. And while they are very different, both types of
communication play pivotal role in any company’s success.
Public relations is a way for individuals or companies to heighten and strengthen
their position. This is the professional task of Public Relations Department or
associated firms for the sake of their clients. Public Relations usually implicate
communicating with the media or professionals to introduce the clients in the most
passive way possible. It also involves coordinated efforts with independent society
and organisations to create kindness within the society and propagate the client’s
image.
Managing the flow of information between individuals or an organization is good
public relations. Public relations may include an institutions or organisation or
262
individual getting benefit of exposure to their society using issues of interest of Public Relations and
public and news items that are not advertisement means it does not require direct Corporate Communication
payment to anyone. The aim of public relations by a company or any one or
individual or organisation often is to believe something that is interested to the
public, investors, stake holders, partners, employees, to maintain a certain point
of view about it, it may be belongs to leadership, products, companies profit or
of political type any decisions.

17.1 LEARNING OUTCOMES

After studying this unit you will be able to:
 explain the scope and importance of public relations;
 differentate between public relations and corporate communication;
 describe the nature of duties of public relations officer;
 explain tools and tips of public relations and corporate communications; and
 explain the need for corporate communication.

17.2 DEFINITION OF PUBLIC RELATIONS

Managing the flow of information/ knowledge or data between individual,
organisation, society or within the public is the practice of public relations. Public
relations may include an organisation, establishment, or individual or any one
getting benefit to their society using chapters or issues to related societies interest
and news stories that do not require any type of payment or any type of commercial
dealing. The aim of public relations by a company or individual or any organisation
often is to induce the public, investors, partners, employees, and other stakeholders
to maintain a certain viewpoint about it, its leadership, products, any type of
decisions, or orders. Basic and routine activities included in this are speaking at
conferences or special gathering, winning any type of awards, working with the
media persons, and employee (staff) communication. Public relations is a
professional and commercial practice dedicated to promoting effective two-way
communication between some organisation or entity, such as an industry,
organisation, political party or leadership and persons whose opinions can make
or break the future success of the supporter.
Public relations has been defined in various ways, the definition often evolving
alongside public relations’ changing roles and technological advances. The earliest
definitions stressed media agency and publicity, while more modern definitions
included the concepts of ‘involvement’ and ‘building of good relations’ it also
called image building.
Ivy Lee and Edward Louis Bernays both are called the Father of Public
Relations. They have established the first definition of public relations in the early
1900s as, “A management function, which tabulates public attitudes, defines
the policies, procedures, and interests of an organization... followed by
executing a programme of action to earn public understanding and
acceptance.” PRSA (Public Relations Society of America) in 2011 initiated a
crowdsourcing campaign and public vote that produced the following definition of
Public Relation; “Public relations is a strategic communication process that
263
Integrated Marketing builds mutually beneficial relationships between organizations and their
Communication publics.”
In simple way we have to say that, the above definition is focusing on the basic
concept of public relations is a communication, conversation or discussions process,
this conversation may be one way or two way or in any way. This process may
be strategic in nature and stressed on ‘interdependent relationships’, “procedure”
is preferable to “any type of management function,” which can evoke ideas of
top-down, one-way communications. “Inter association” relates to public relations’
role in helping to bring together organisations , institution or individuals with their
key shareholders. “Publics or society” is preferable to “shareholders,” as the
former relates to the very “public” nature and work of public relations, whereas
“shareholders” has connotations of publicly-traded companies or society based
companies.
As a management function, public relations also covers the following:
 Anticipating, reviewing, calculating, expecting and explicating public or society’s
opinion, attitudes and issues that might impact, for good or ill, the operations
and plans of the organisation.
 Discussions and counselling are an important part of the management at all
levels in the organisation or institutions with regard to policy decisions, courses
of action and communication, taking into account their public implications
and the institution’s social or citizenship responsibilities.
 Research is the most important part of any organisation, with the help of
research any institution can change its plans at any time. Conducting research
and evaluating the report is an important task of institutions it is continuing
task, after the research programmes of action, and communication to achieve
the informed public understanding is necessary to the success of any institutions
or organisation’s aims. These may include marketing; financial; fund raising;
employee, community or government relations, personal level or and other
programmes.
 Planning and implementing the objectives are also one of the important parts
of organisations or institutions. With the help of planning any one can change
public policy. Setting objectives, planning, budgeting, recruiting and training
staff and developing facilities are the other aspects to consider.

17.3 PUBLIC RELATIONS AND JOURNALISM

As everyone knows that the role of public relations is to promote image in the
eyes of society, everyone related or without related to the client. Public relations
is free to make use of any words, stories, news items, photographs, new media
in to innovative and interesting newspaper release. As for corporate communication,
a profession that prides itself for glorying compliantly within the lines, there is
almost no chance to spin any word, stories, photographs or any information
related with the media. In such case if we consider public relations and corporate
communication as sister professions a person might consider one as younger and
another as older. It is important in public relations that the objective is newsworthy
for news room, media or press. Here we should know that the newsworthiness
depends upon the client.
264
With corporate communication it may take a complicated approval process as Public Relations and
long as your arm to get a short company email out to the press or to its employee- Corporate Communication
base. And though the two businesses are vastly different, they both serve a very
specific and useful purpose when it comes to communicating to the public or
society or stakeholders. The specialist of corporate communication and the
specialist of public relations are the invaluable advocates of any organisation or
institution whose reputation and profitability can often depend upon these persons.
The role of both persons can be an exciting and lucrative field to get into since
both media marketing and business technology are growing fields of opportunity.

The work of corporate communication specialists is about more than to flourish

organisations’ story to the society or the people connecting with the organisation.
It is often the subject of issue of society, environment, health and satisfaction of
the company’s staff. The job of corporate communicator is to spread ultra-fine
messages to society or company workers. Corporate communication has a
responsibility to the industry or its business, to its workers, it means employee,
to its shareholders or stake holders and most important part of the any commercial
organisation is to its customers - the mission is very responsible.

On the contrary, the public relations has many more responsibilities. The main
responsibility is to make headlines for the media and its house journals. These
news items and stories play an important role in attracting the attention of the
media and the public, stakeholders, and related people -often by any means
necessary. This means it is not true that public relations firms are underhanded and
lacking integrity. Public relations are directed to the media houses or press. This
means newspapers, magazines, radio, television and the internet, social media and
new media. Publicity materials reach media through many channels. After briefing
the information any organisation generally has very little control over the message
or given information or news item or stories that get out into the media. After
giving information, news or any item for the media house it is the journalists and
reporters or media house, editor or his representative who process the message.

For corporate communications, most of the information, article or messages are

directed internally to its employee-base, customers and partners, stakeholders or
inter-related persons via email, memos and the occasional press releases or media
briefing.

Check Your Progress 2

Note: 1) Use the space provided below for your Answers.
2) Compare your answers with those given at the end of the unit.
1. What are the functions of public relations?
............................................................................................................
............................................................................................................
............................................................................................................
............................................................................................................
............................................................................................................
............................................................................................................
265
Integrated Marketing 2. What tools of media can be employed for a company’s public relations?
Communication
............................................................................................................
............................................................................................................
............................................................................................................

17.4 THE PUBLIC RELATIONS OFFICER: DUTIES

AND RESPONSIBILITIES
The spokesperson or media specialist is known as public relations officer. He
works for a company or private organisations or institutions. The main role of the
public relations officer is to convey the policies and interest stories of any
organisation or company to the society or target oriented public through various
modes or available best modes to the media.
In almost all sectors the need of public relations officer can be found. This need
is not for only organisations but also for private agencies, advertising agencies or
companies, government agencies, (Govt. includes State and Central). His main
duty is to maintain the reputation of the institution, organisation or any company
in the eyes of media or society. The major responsibility of the any public relations
officer is to work for the organisation and his duty is to promote the services of
establishment where he is working. For the promotion of the establishment he has
to organise press conferences, exhibitions, publishing articles, use website and
decorate it. At the time of launching new products of the any company the main
job of the public relations officer is to arrangement promotion of products, he has
to plan for promotional strategies keeping target audience in his mind.
A public relations officer has the ability to interact with lots of people at the same
time and that is why he is called an outgoing person. He has to interact with
potential clients, media persons, stakeholders and so on. He is responsible to
answer the questions of the public and the media persons regarding any issue that
arises about products or services of the company. The public relations officer is
supposed to be the head of communication because he is supposed to be an
expert of the communication, public relations and public affairs in any organisation
or institution. His primary duty is to manage communication risk and opportunities
of any business institutions. He is responsible for stakeholders, media, shareholders,
bloggers, officers, influential members of institutions, society or community, media
persons, public, analysts, customers, invertors, company board members and all
factors related with the institution. His duty is also not limited to advise the
institution. He is responsible for the given suggestions about impact of ongoing
reputation of the institution.
A PR officer is not limited to any particular job; it is an ever-expanding area of
concern. Apart from all of these, he has to perform the tasks listed here:
1. He has to monitor issues related to the company and give his opinion to the
organisation as to certain issues.
2. Advise the management on policy issues and communication strategies
regarding new products or any issues related with the company’s image.
3. Preparation of budget and planning public relations programmes.
4. On behalf of the company he has to present arguments to others and special
266 interest groups.
5. He is responsible for public and must respond to any inquiries related with Public Relations and
the company or organisation. Corporate Communication

6. Liaising with the media is the main responsibility of the public relations officer.
He is responsible to inquire, arrange, interview with media persons, journalists,
editors and make statements or distribute the press release. He is also
responsible for organising exhibitions, print broachers, and magazines, house
journals and any work related with the image building of the company or
organisation.
7. He is supposed to assist in preparing documents of the institution or company
such as annual reports, edit and submit them to concerned authorities.
8. Writing speeches regarding the company’s work, products, and preparation
of advertisements, may be visual or print and make public presentations or
in front of the company or institution’s body or in front of society.
9. Production of visual (film or video) and audio material, including managing
a website, and publishing it on the web.
10. Organisation of special events such as visits of workers, stakeholders,
exhibitions, special functions, opening days and anniversary.
117. Media training is an important part and public relations officer has to prepare
such type of training to company workers every year for good communication
skill.
12. Planning for the future is an important task which is supposed to be done by
the PRO.

17.5 TOOLS OF PUBLIC RELATIONS

The things actively prepared and used by PR professionals for the promotion of
company or organisation or individuals or for the use of their client and stakeholders.
For the powerful presentation or for good communication following are the
important tools of public relations.

Fig. 1 267
Integrated Marketing 17.5.1 News Release
Communication
Press release is also called news release. Some people describe it as media
release or press statement. The release is in the form of written or recorded
communication means the visuals as directed by board members for the purpose
of declaring something. It is important that the information given has news value.
In the field of public relations, the written news release is the most used tool. So
many times, the organisations, institutions, company or any individual send news
release to give out information or organising the press conferences. The news
release is often included in the media “kit”. The main object is to distribute news
and it is supposed to be news worthy. The press release is used for issuing
information of a particular matter to the press. The way of communicating the
release is by email, written communication or by fax to the concerned editors of
newspapers, news magazines, radio stations, TV stations. Now in the corporate
world most of the companies are using their web sites, blogs, WhatsApp or new
media channels for publishing the news item or information to the target customers
or the stakeholders of the company or any organisation.
17.5.2 Media Kit
Usually a media kit is known as press kit. Basically this kit is a set of promotional
materials and is distributed to press/media persons before the press briefing or
press conference.
Such kits are distributed at the time of announcement of new products or service.
Normally, such kits are distributed before the press conference or media briefings.
Content of such kits often depend on the purpose of the press meet or press
briefing. The content, need of the organiser of the conference, the goal of the
client and the target media group are the important factors in preparing the media
kit. The main features of the media kit are:
 Importance to be given to individuals, and company‘s product.
 Give a brief history or background of the company or organisation.
 Provide information in written or in video or audio format.
 Provide details about the company or your organisation with information of
board of managers.
 If necessary, make power point presentations.
 Give report of the company with photographs of officers and products.
 Provide all information related to the press briefing, if possible, on a CD or
in pen drive.
17.5.3 Blog
This is a form of new media, usually used by corporates. In a blog on the web
site of the company of any organisation or any individual can create and publish
information about the company or individual. The use of internet is essential for
the blog. Typically, it is run by an individual or any firm or group. This may be
written or in video format. It can be in conversational mode also. In the blog the
items are posted or displayed with the newest style at the top or on the new page.
This is one of the popular means of communication. Since 1995 blogging has
been popular. Blogging is a two way communication. It means anyone can comment
on the information given by the blogger or the company or the institution. Blogs
affect public opinion and it is a new way of communication and it does not have
268 any physical barriers to reach people all over the globe. It has its own limitations.
Blogs are created to focus on the special issue or to promote a special product Public Relations and
or transmit news. Blogs combine text, images, videos, audios, music and any Corporate Communication
other. Because of these functions, blogs are popular amongst users of new
media. It is a powerful means of communication. Some of the companies provide
blog postings on sites such as [Link] and [Link] among others. They
allow users free access to create and edit the blogs sitting in any part of the world.
Yahoo team allows a type of blogging in which photos, pictures and files can be
uploaded and viewed by visitors. A blog has public relations applications as a
communication tool between internal publics or between internal and external
publics. Some of the important uses of the blogs are as follows:
 The important feature of the blog is it has a feedback system. Blog is an
official web page. It is the head of the company who communicates and
takes feedback from the client or employees.
 Blogs can be used for promoting new products, announcing any new
information related to people or society.
 Blogs have been effectively used by media persons to interact with the
readers and check the responses to stories, news items, photos and editorials.
 It is a useful media tool at the time of crisis management.
On the flip side using the internet can be dangerous for the corporate world
because of hacking and threats from parallel organisations. Some of the threats
are:
 This is a totally free form of information and communication it is very difficult
to judge the response at each level.
 Professionally any one can use, edit, or comment on blogs of the company
and comment badly on the blog. Such comments are harmful to the company.
 Blogger has to be attentive at every stage on the blog.
 There is no control over anonymous postings.
 The threat is also from disgruntled employees who can make comments
against the administration.
 It can spread rumors quickly and due to this anxiety may increase and create
bad impression of the company.
 Information in blogs tends to remain online forever.
 It is easy to manipulate information in the digital world.

17.5.4 Media Relations

In public relations the most important task is to maintain media relations. Media
relations means not only connect with the media persons but also includes giving
out information about the company’s products, or any information which is useful
for the promotion of the company or the institution and its services to the press
and media industry who publicise the information on the TV, radio, Internet, in
newspapers and other publicity agencies. The public relations practitioners connect
with the media people on the social matters of the company or organisation.
269
Integrated Marketing 17.5.5 Publicity
Communication
The publicity plan is always adventurous. The news media constitute a major
factor in public relations. Proper selection of mass media is essential in preparing
and placing news release or news, article or any other publicity material. The
material is designed to create attention for client or to publicise larger event. A
carefully planned campaign is used for publicity. News, article or any form of
information given for publicity needs to be value-based so that it can be published
by media persons. The major tools used for the publicity are newspapers,
magazines, radio and television, new media, handouts, posters and handouts. The
basic types of publicity are news releases, business features, articles, service
features, financial and background editorial material. Such material is read-worthy
and useful for the media.

17.5.6 Media Tours

Such types of tours are organised by the company or any other organization for
to show their success stories. These tours are useful to promote or advertise
company’s newly launched products. This is one of the effective publicity tools
for promoting the product or to achieve the set goals. The spokesperson goes
to other important cities to meet media persons for introducing new products. In
such meeting he offers goods kit or gift of the products to media persons.
Sometimes the public relations officer calls the media persons to visit the company
for showing new products or the progress of company through an organised
media tour of the company. Most of the time celebrities can also be used for the
media tours. At the time of such tour it is the responsibility of the public relations
officer to attend the media persons. For the tour, the PRO can call senior
journalists, editor or specialists.

17.5.7 Special Events

At the time of launching of the new products or special day such as foundation
day of the company, or birth anniversary of any national leader, the company or
the business firm organises a special event. In such events, the company may
launch new products or show their profit or their social responsibility activities to
media persons. This can improve the organisation’s reputation in the society. In
such events, the arrangement of party, dinner or any other hospitality is offered.
This attracts the attention of media persons and it gets good coverage. It is the
responsibility of public relations persons to organise such events in a planned
manner. These are some of the effective and mostly used public relations tools
and methods which are implemented and followed by organisations and individuals.
Check Your Progress 2
Note: 1) Use the space provided below for your Answers.
2) Compare your answers with those given at the end of the unit.
1. List a few qualities of a public relations person.
............................................................................................................
............................................................................................................
............................................................................................................
............................................................................................................
270
2. What are the tools of public relations? Public Relations and
Corporate Communication
............................................................................................................
............................................................................................................
............................................................................................................
............................................................................................................

17.6 GOVERNMENT PUBLIC RELATIONS

As discussed earlier, public relations is the practice of managing the information
between an individual and an organisation or government agencies. Government
is a non-profit entity, which works for the society. Public relations involves
communication between various organizations and the public. This is useful
for building public opinion, educate people and convey particular message to
society.
The government public relations contributes to:
1. Effective implementation of public policy towards society
2. Assisting in all types of media in coverage of government activities.
3. Reporting and providing information to the citizenry on its activities.
4. Increasing the internal cohesion of the agency.
5. Increasing the sensitivity of its publics or society.
National objectives of public relations for government: To educate, inform and
instruct the society is the basic function of government public relations department.
The indirect or direct motivation should be to discharge these functions in a
purposeful manner. The main object of national public relations is nonpolitical,
non-controversial and in national interest. The objectives should further the interests
and the well-being of the public as a whole and promote the many-sided
development of the country. The objectives should be long term ones and need
not necessarily change with political vagaries.

17.7 CORPORATE COMMUNICATION -

DEFINITION
Any communication activity undertaken within or by an organisation to create
a favorable perspective by its stakeholders is called corporate communication.
It usually comprises of various messages created and issued to its employees,
media and channel partners and general public.
Some of the key responsibility areas of the corporate communication
department or personnel are:
1) To create a brand identity
2) To promote the brand and company
3) To devise a communication strategy within and outside the company
4) To put the strategy into action within and outside the company 271
Integrated Marketing To simplify further, corporate communication includes media relations, corporate
Communication advertising and employee communication as well. The communication could
be aimed at handling an internal crisis, making a new employee feel welcome,
creating safety booklets or films for workers of a factory facility or even
communicating with various vendors and retailers for better business
relationships.
Corporate communication can be further divided in three segments:
1) Management communication: It is the communication by the managers.
The various components include planning, organising, leading and getting
reports. Any communication done for these purposes can be categorised
as management communication.
2) Marketing communication: Any sort of communication that aims to market
the brand, the company or the products to the stakeholders is known as
marketing communication.
3) Institutional communication: Any communication done to strengthen the
institute, relationship between management and employees is known as
institutional communication.
Following are the key feature areas related to corporate communications:

17.7.1 Corporate Branding

This is the process of creating a perception of the company that could be
producing a number of products or services. The perception is usually defined
by a name or symbols and ideas. For e.g. Reliance as a brand name has a
unique identity from, let us say, Tatas and it has further different branches
such as Reliance Digital, Reliance Fresh and Reliance Jio.

17.7.2 Corporate Identity

Three types of identities that can be distinguished are:
Perceived identity: One that is assumed to be by its members and other
stakeholders.
Projected identity: One that is manifest through various communication practices
of the company.
Desired identity: One that is aimed for by the management and the
communication department.

17.7.3 Corporate Responsibility

There are few practices that help the organisations work for the society and
win trust of their stakeholders. It also creates a respect for the company in
the market. For e.g. you must have seen ads telling you that when you buy
this particular product some amount is donated to charity.

17.7.4 Corporate Reputation

Reputation basically means an assessment of organisation by the stakeholders.
It is built over ages with philanthropy, quality assurance and adopting best
practices in the industry.
272
17.7.5 Crisis Communication Public Relations and
Corporate Communication
It is considered to be a sub-specialty of corporate communication. It deals
not only with how in-house catastrophes are dealt with by the company but
also how various situations of concerns are avoided and handled externally as
well.

17.7.6 In-house Communication

For the functioning of any organisation, good communication practices are
required within units and departments. In-house communication happens in
two ways:
Vertical communication: It takes place when communication happens
between departments or people with hierarchy. Superiors send information to
the subordinates through oral or written means. Oral methods would include
face to face conversation, telephonic conversation, speeches and meetings
while the written forms would include mails, displays, manuals and handbooks.
Subordinates would also use these methods to convey their opinions, report
and raise concerns.
Horizontal communication: When communication happens between
departments or unit of same hierarchy is called horizontal communication. Let
us look at a few definitions: Ricky W. Griffin has written that, “Horizontal
communication involves colleagues and peers at the same level of the
organization. “On the other hand, Bartol and Martin opine: “Horizontal
communication is lateral or diagonal message exchange either within work –
unit boundaries, involving peers who report to the same supervisor or across-
work unit boundaries, involving individuals who report to different supervisors.”
While the major purpose of vertical communication is to delegate tasks and
report, the horizontal communication serves the purpose of coordination
between departments.

17.7.7 Investor and Vendor Communication

Strategies used to keep various vendors, partners and investors involved are
categorised under this. It may include organising special events and sending
seasonal and festival greetings as well.

17.8 CORPORATE COMMUNICATION: TOOLS

AND METHODS
Various tools may be employed to communicate within the corporate structures:
meetings, emails, presentations, films, events and messages may be utilised as
per the need and the gravity of the message.
Here are a few tips for effective corporate communication:
1) Keep the corporate brand and its intent in mind while framing the
communication.
2) Think of a favorable tool. Sometime a meeting would waste time where
a mail could have sufficed.

273
Integrated Marketing 3) Frame your message according to the target audience.
Communication
4) Keep all the people in loop who are even peripherally related to the
issue.
5) Keep a difference between personal and professional.
6) Document every step of the communication process.
Check Your Progress 3
Note: 1) Use the space provided below for your Answers.
2) Compare your answers with those given at the end of the unit.
1. What are the two types of in-house communication process?
............................................................................................................
............................................................................................................
............................................................................................................
............................................................................................................
............................................................................................................

17.9 LET US SUM UP

In this unit we learnt about the practice and the need for building public relations
by an organisation. We discussed various methods, tools and techniques about
establishing favorable public relations. Elaborating on media relations and journalism
in the time of public relations, this unit also stressed on the need of creating media
kits and other ways of getting the media involved.
We also touched upon the need and importance of corporate communication.
Covering various areas and aspects a corporate organisation would need through
it communication processes, we also talked about vertical and horizontal
communication patterns within an organisation. Lastly we learnt about the need
and the process of maintaining good communication within and outside the corporate
structures.

17.10 KEYWORDS
Angle : Particular emphasis of a story or broadcast; also called “slant”.
Campaign : Organised efforts to plan, formulate, or alter the opinion of any
group or groups on a selected subject.
Coverage : Extent of distribution of publicity or opinion-affecting material.
Debrief : Originally, to interrogate a serviceman after return from combat
area. Now includes interviewing members of an organization or
their readings of public attitudes.

17.11 FURTHER READINGS

 Christensen, Lars Thoger, Morsing, Mette and Cheney, George (2008),
Corporate Communications: Convention, Complexity and Critique.
274 London: Sage.
 Balan, KR (2004), What the Management Defines. Public Relations Refines, Public Relations and
New Delhi, Sterling Publishers Corporate Communication

 Cutlip, Scott M, Center, Allen H and Broom, Glen, 2000), Effective Public
Relations, New Delhi, Prentice Hall of India Private Limited
 Carroll, C. E. (Ed.). (2011), Corporate reputation and the news media:
Agenda-setting within business news coverage in developed, emerging, and
frontier markets. New York: Routledge.
 Fombrun, Charles and Van Riel, Cees (2004), Fame and Fortune: How
Successful Companies Build Winning Reputations. London: FT Prentice Hall.
 Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image.
Boston: Harvard Business Review Press.
 Lev, B. (2011). Winning investors over: Surprising truths about honesty,
earnings guidance, and other ways to boost your stock price. Boston: Harvard
Business Review Press.
 Morris, K. M., & Morris, V. B. (2004). The Wall Street Journal guide to
understanding money and investing (3rd ed ). New York: Lightbulb Press
and Dow Jones & Co.
 Select a company with which you are familiar. Describe the company’s
corporate communication in terms of its corporate identity, image and
reputation.
 Write a press release for the launch of Honda’s first diesel car ‘Amaze’.
Refer to course material on how to write a press release and also prepare
a power point presentation.
 Develop a PR programme for an organisation of your choice (organisation
may be of government owned or public welfare) it should cover development
of public relations objective, communication programme, content / message
development, media co-ordination and impact / result monitoring.

17.12 CHECK YOUR PROGRESS: POSSIBLE

ANSWERS
Check Your Progress 1
1. Various functions of public relations are:
 Measuring public opinion that might impact the operations and plans of
the organisation.
 Discussions and counseling of all parties involved aligned to the institution’s
social or citizenship responsibilities.
 Conducting the research and evaluating the marketing; financial; fund
raising; employee, community or government relations, personal level
or/ and other programmes.
 Planning and implementing the objectives.
2. Following are various tools of media which can be utilised for public relations:
newspapers, magazines, radio, television and the internet, social media and
new media.
275
Integrated Marketing Check Your Progress 2
Communication
1. A good public relations officer must be a loyal and dedicated worker who
understands the brand and its responsibilities. He/ she must be good with
communications skills and should be able to draft messages in accordance
with the company’s image.
2. Following are the few of the tools for public relations: News releases, media
kits, blogs, media relations, publicity, media tours and special events.
Check Your Progress 3
1. Corporate communication happens in two ways:
a) Vertical communication: When communication happens between
departments or people with hierarchy.
b) Horizontal communication: When communication happens between
departments or units of same hierarchy.

276