Lecture 1 / Chapter 1 Flashcards
What is Communications and Public Relations:
Strategic management of relationships b/w organization and its publics, through the use of communication, to achieve mutual understanding, realize organizational goals and serve the public interest
Communication professionals represent:
voice of organization as it interacts with customers, clients, employees, partners, shareholders, competitors, and community.
Communications professional brings organization to:
life with a brand voice that aligns its verbal, visual and digital messages and activities with its mission and vision. By clarifying the brand, communication professionals also help ensure the organization runs efficiently and effectively.
Six Principles of the communication profession:
Ethics, consistency, context, analysis, strategy, engagement
Ethics:
Adopt highest standards of professional behaviour
Consistency:
Express a single, consistent story for internal and external audiences
Context:
Deeply understand the organizations internal culture and external environment
Analysis:
Research and evaluate how to serve and promote the organization most effectively
Strategy:
Address communication challenges and opportunities with thoughtful strategy contributing to organizations mission & goals
Engagement:
Foster and nourish relationships with all groups who have an interest/stake in the organization’s activities
Functions of communications in organizations:
Media relations, Employee communications, issues/crisis communications, Corporate reputation, Community relations, Investor relations, Government relations, Social media strategy, Event management
IABC
International association for business communicators
CPRS
Canadian Public Relations Society
Why Business Acumen Matter?
career advancement, trust and credibility, seat at the table
roles of good communicator
advisor to management, credible on subject
What business expects of communicators?
Reactive, proactive, interactive
reactive
manage requests from media/stakeholders, act as spokesperson, manage crisis
proactive
develop plan/ideas, shape messages/narrative, monitor reputation
interactive
collaborate across company, shape strategic direction, measure results
vision
what organization aspires to be/achieve
mission:
why organization exists, how it creates value for stakeholders
strategy
overall plan/method to achieve organization goal
goal
general statement rooted in mission/vision, stating what organization intends to achieve
objectives
specific statement emerging from goal - clear, measurable, realistic, time bound
