corporate communication and public relations

CORPORATE COMMUNICATION

The term ‘corporate communication’ is increasingly being used in practice to describe the

Management function that is still referred to as ‘public relations’ in the body of knowledge

 ‘Corporate communication’ is preferred in this paper, the justification being that ‘public

Relations’ suffers from negative associations with the way it has been practiced in the past

Furthermore, public relations is also seen by some as referring only to an organization’s

External communication. In this paper, corporate communication is regarded as the

Broader term, encompassing both internal and external communication.

PUBLIC RELATIONS

‘Corporate communication’ and ‘public relations’. These two terms are seen to be interchangeable, and the concept of ‘corporate communication strategy’ is therefore based on the following definitions of ‘public relations’:

Definitions:

Public relations as “the art and social science of analyzing trends, predicting their consequences,

Counseling organizational leaders, and implementing planned programmers of action which will

Serve both the organization and the public interest”

• Public relations is a communication function of management through which organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals”

• Public relations is “the management function that establishes and maintains mutually beneficial

Relationships between an organization and the public’s on whom its success or failure depends”

• Public relations is concerned with assisting organizations to both formulate and achieve socially acceptable goals, thus achieving a balance between commercial imperatives and socially responsible behavior”

All in all, corporate communication as a management function

Identifying and managing issues and stakeholders/public's; building mutually beneficial relationships in organization

by,mdodo rebecca j 

42614