企业公关英文.ppt

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1、CORPORATEPUBLICRELATIONSDEFININGTHEPARAMETERSDefiningcorporatepublicrelationsItisdifficulttofindauniversallyaccepteddefinitionofcorporatepublicrelationswhichdefinestheparametersofthefunction.corporatepublicrelationsisperhapsbestunderstoodasthe‘umbrella’functionem

2、bracingtherangeofcommunicationsfunctionsconcernedwithmanaginganorganisation’srelationshipswithallstrategicallyimportantstakeholdergroups-thosegroupsthatmightlimittheautonomyoftheorganisationorwhoareaffectedbytheorganisation’sactions.Suchstakeholdergroupsmaybequit

3、ediverseinnaturebutbroadlyincludethefollowingmajorgroups:CustomersEmployeesInvestors/FinancialcommunityRelevantcommunitiesSuppliersTradeintermediaries/RetailersGovernment/RegulatorsHerecommunicationfunctionsmaybeorganisedaroundeachofthesemajorgroups.Eachofthesest

4、akeholdergroupsmayholddifferingexpectationsofacompany/organisationandhence,judgeanorganisationaccordingtodifferingcriteria.ExampleInvestorsexpectsoundmanagementandfinancialperformance,whereascustomerswantreliableproductsandservicesandemployeesexpectgoodworkenviro

5、nmentsandtobetreatedfairlyandhonestly.Balancingthesedifferentdemandscanprovedifficult,particularlyintheshortterm.ExampleInvestordemandsmaybeincompatiblewiththoseofemployeesintermsofcostreductionvs.jobsecurity.Equallyorganisationsmayhavetoprioritisewhichofthesegro

6、upsitneedstocommunicatewithatdifferenttimesoratleastwhichitwilldevotethemostattentiontoThismayinvolveassessingwhichgroupsholdthegreatestpowerand/orhavethegreatestinterestinparticularissuesandwhothereforerequirethegreatesteffortandconverselywhichcanbegivenlessatte

7、ntionorignored.KeyPlayersKeepInformedHardesttoreachataminimumKeepSatisfiedInterestMatrixLevelofInterestHighLowHighLowMinimalEffortPowerConfusionoverFunctionalTitlesNowadaysitiscommontofindarangeoftitlesusedtodesignatethecorporatePRfunction;corporateaffairs,public

8、affairs,externalaffairsandincreasingly-corporatecommunications.Indeeditisincreasinglyraretofindtheterm“corporatepublicrelations”usedasthefunctionaltitle.Thisis