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Corporate Communication

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This document discusses corporate communication in the digital context. It outlines the objectives of teaching public relations skills, including enabling students to work as PR professionals and develop strong communication abilities. The document then discusses trends in media consumption, such as people getting information from multiple sources and requiring repeated exposure before believing information. It also outlines the social media ecosystem and risks to reputation online. While two-way symmetrical communication is ideal in social media, true dialogue is difficult due to the scale of online conversations and organizations' inability to respond to all users. The document concludes by listing the expected outcomes of the course in public relations skills.

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Chandigarh University Gharuan Ms. Gagandeep Kaur UIMS www.cuchd.in Campus: Gharuan, Mohaliwww.cuchd.in Campus: Gharuan, Mohali
Principals & Concept of Public Relations 2Ms.Gagandeep Kaur, Assistant Professor (UIMS)
Course Objectives 3 • To enable students excess PR skills. • To enable students to work as good PRO • To enable students to learn strong communication skills.
Corporate Communication in the Digital Context
Corporate Communication
(Intersection Consulting 2009) http://www.intersectionconsulting.com/2009/social-media-roi/
Media • In the current media context, the forms of media used by organizations to communicate with publics is changing. • Fundamentally, though, they are still: – Owned Media – Paid Media – Earned Media – Interestingly, social media can fall into all three categories…
Changing Landscape • Media consumption has increased, but it is fundamentally different. – Consumption habits have evolved from “pre-defined” and “mass appeal” – where audiences made appointments to watch their favourite shows on TV – to include “pre-selected” and “long tail or niche content” – on- demand options that allow media to be consumed anytime, anywhere. • In the last decade, media consumption by 8-18 year olds increased by almost 80 minutes to 458 per day. Television viewing is up slightly, but teenagers are simultaneously texting to friends, updating their Facebook status, and tweeting.
• This continuous partial attention – more places, more sources, more social – is a “global” (global and local) phenomenon. • The proliferation of this new social aspect of media means that every kind of media has a role to play. It is no longer the story of “or” – meaning, which channel to use - but is the story of “and” – which combination of channels to use. • The average person is consuming six to eight sources of information daily and needs to hear or read something three to five times in different places from various sources before believing it. – Edelman 2010 Ms.Gagandeep Kaur, Assistant Professor (UIMS) 9
Some Trends • The crisis of attention requires that brands create more compelling content to engage their audiences. • An offline collaborative culture will gain momentum through online social media channels with people sharing information, goods, and services.
• Traditionally, social media relied on a reach and frequency model. Today, action is key as engagement and amplification of authentic ideas are at the forefront. • While the lure of innovations will become stronger as new devices and apps proliferate, people will eventually want to escape the clutter, “turn off” devices, and revert to more human connections. • Gillmor, Heiferman, Ostrow, Rubel and Dubner (2010) Ms.Gagandeep Kaur, Assistant Professor (UIMS) 11
Why is social media appealing? • Reach • Immediacy • Control • Surveillance/ Monitoring/ User research • Expectation
The Social Media Ecosystem • 7 functional building blocks • Study by Kietzmann, Hermkens, McCarthy and Silvestre (2011) • Identity, conversations, sharing, presence, relationships, reputation, and groups
7 functional building blocks of Social Media (Kietzmann et al 2011)
Risk and Reputation in Social Media • Social media audiences are outspoken, quick to react, and most likely to highlight negatives • E.g. tweetjacking of McDonalds’ Twitter campaign #McDStories
Corporate Communication
Engagement Media • Complement paid and earned media strategies by embracing engagement media. • Employ a multi-media approach that starts with the creation of compelling content that is available to people where they are – Web, magazines, mobile, or slate; providing opportunities for consumers to repurpose content and amplify the discussion on other platforms such as Twitter, YouTube, and Facebook. • Reach out to new media with the convening credibility of expert voices (there is a growing power of niche blogs – TechCrunch, Politico, The Huffington Post, and others). • Utilize social networks as essential spaces for company digital embassies, serving as aggregators for discussion and connection points for members. • Understand that every company can become a media company via an owned channel, driving people to substantive and visually alluring material.
Is Social Media the ideal? • The 2-way symmetrical model casts public relations in the role of mediator versus persuader. Under that model, PR pros listen to the concerns of both clients and key publics and help them adapt to one another (Sledzik 2008) • Social media is about “conversation”, “engagement”, “participation” • Two-way symmetrical communication is the essence of social media. It may have been created as a personal communications tool, but social media now provides a way for companies to interact with customers and other stakeholders on a real-time basis. Such initiatives are all about starting and sustaining communications with customers in ways that can increase their loyalty, satisfaction, and commitment to your product or brand. (Marcomm Musings 2010)
Is Social Media the ideal? • The two-way symmetrical communications model for public relations relies on honest and open two-way communication and mutual give-and-take. It requires organizations be willing to make adjustments in how they operate, to accommodate their publics. (Marcomm Musings 2010) • “Although the attention being paid to the new digital media may be the latest fad in public relations, these new media have the potential to make the profession more global, strategic, two-way and interactive, symmetrical or dialogical, and socially responsible. However, many practitioners are using the new media in the same ways they used the old—as a means of dumping messages on the general population rather than as a strategic means of interacting with publics and bringing information from the environment into organizational decision-making. For public relations to fully use digital media, practitioners and scholars must reinstitutionalise public relations as a behavioural, strategic management paradigm rather than as a symbolic, interpretive paradigm.” (Grunig 2010)
Why it’s not • Information across social media follows these stages: – Stage 1: Organisation publishes message – Stage 2: Message is viewed by their direct online audience (followers, likes, etc) – Stage 3: Message is duplicated by publics (causes some messages to adapt) – Stage 4: Some publics communication back to the organisation based upon their interpretations of the message (varying in accuracy) • Based upon these stages of online communication there are three reasons why two-way symmetrical communication isn’t true: – Reason 1: It would be impossible for the organisation to reply to each user. – Reason 2: The user response outweighs the organisation’s message quantity. – Reason 3: Organisation response may purpose to adjust a user’s interpretation of the original message (ie, regaining narrative) / Response may simply be for the purpose of small talk. – (White 2011)
Corporate Communication
Course Outcomes 22 • Students will be able to excess PR skills. • Students will be able to work as good PRO • Students will be able to have strong communication skills.
References • Mehta, D.S., Handbook of Public Relations in India. Ms.Gagandeep Kaur, Assistant Professor (UIMS) 23

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Corporate Communication

  • 1. Chandigarh University Gharuan Ms. Gagandeep Kaur UIMS www.cuchd.in Campus: Gharuan, Mohaliwww.cuchd.in Campus: Gharuan, Mohali
  • 2. Principals & Concept of Public Relations 2Ms.Gagandeep Kaur, Assistant Professor (UIMS)
  • 3. Course Objectives 3 • To enable students excess PR skills. • To enable students to work as good PRO • To enable students to learn strong communication skills.
  • 4. Corporate Communication in the Digital Context
  • 7. Media • In the current media context, the forms of media used by organizations to communicate with publics is changing. • Fundamentally, though, they are still: – Owned Media – Paid Media – Earned Media – Interestingly, social media can fall into all three categories…
  • 8. Changing Landscape • Media consumption has increased, but it is fundamentally different. – Consumption habits have evolved from “pre-defined” and “mass appeal” – where audiences made appointments to watch their favourite shows on TV – to include “pre-selected” and “long tail or niche content” – on- demand options that allow media to be consumed anytime, anywhere. • In the last decade, media consumption by 8-18 year olds increased by almost 80 minutes to 458 per day. Television viewing is up slightly, but teenagers are simultaneously texting to friends, updating their Facebook status, and tweeting.
  • 9. • This continuous partial attention – more places, more sources, more social – is a “global” (global and local) phenomenon. • The proliferation of this new social aspect of media means that every kind of media has a role to play. It is no longer the story of “or” – meaning, which channel to use - but is the story of “and” – which combination of channels to use. • The average person is consuming six to eight sources of information daily and needs to hear or read something three to five times in different places from various sources before believing it. – Edelman 2010 Ms.Gagandeep Kaur, Assistant Professor (UIMS) 9
  • 10. Some Trends • The crisis of attention requires that brands create more compelling content to engage their audiences. • An offline collaborative culture will gain momentum through online social media channels with people sharing information, goods, and services.
  • 11. • Traditionally, social media relied on a reach and frequency model. Today, action is key as engagement and amplification of authentic ideas are at the forefront. • While the lure of innovations will become stronger as new devices and apps proliferate, people will eventually want to escape the clutter, “turn off” devices, and revert to more human connections. • Gillmor, Heiferman, Ostrow, Rubel and Dubner (2010) Ms.Gagandeep Kaur, Assistant Professor (UIMS) 11
  • 12. Why is social media appealing? • Reach • Immediacy • Control • Surveillance/ Monitoring/ User research • Expectation
  • 13. The Social Media Ecosystem • 7 functional building blocks • Study by Kietzmann, Hermkens, McCarthy and Silvestre (2011) • Identity, conversations, sharing, presence, relationships, reputation, and groups
  • 14. 7 functional building blocks of Social Media (Kietzmann et al 2011)
  • 15. Risk and Reputation in Social Media • Social media audiences are outspoken, quick to react, and most likely to highlight negatives • E.g. tweetjacking of McDonalds’ Twitter campaign #McDStories
  • 17. Engagement Media • Complement paid and earned media strategies by embracing engagement media. • Employ a multi-media approach that starts with the creation of compelling content that is available to people where they are – Web, magazines, mobile, or slate; providing opportunities for consumers to repurpose content and amplify the discussion on other platforms such as Twitter, YouTube, and Facebook. • Reach out to new media with the convening credibility of expert voices (there is a growing power of niche blogs – TechCrunch, Politico, The Huffington Post, and others). • Utilize social networks as essential spaces for company digital embassies, serving as aggregators for discussion and connection points for members. • Understand that every company can become a media company via an owned channel, driving people to substantive and visually alluring material.
  • 18. Is Social Media the ideal? • The 2-way symmetrical model casts public relations in the role of mediator versus persuader. Under that model, PR pros listen to the concerns of both clients and key publics and help them adapt to one another (Sledzik 2008) • Social media is about “conversation”, “engagement”, “participation” • Two-way symmetrical communication is the essence of social media. It may have been created as a personal communications tool, but social media now provides a way for companies to interact with customers and other stakeholders on a real-time basis. Such initiatives are all about starting and sustaining communications with customers in ways that can increase their loyalty, satisfaction, and commitment to your product or brand. (Marcomm Musings 2010)
  • 19. Is Social Media the ideal? • The two-way symmetrical communications model for public relations relies on honest and open two-way communication and mutual give-and-take. It requires organizations be willing to make adjustments in how they operate, to accommodate their publics. (Marcomm Musings 2010) • “Although the attention being paid to the new digital media may be the latest fad in public relations, these new media have the potential to make the profession more global, strategic, two-way and interactive, symmetrical or dialogical, and socially responsible. However, many practitioners are using the new media in the same ways they used the old—as a means of dumping messages on the general population rather than as a strategic means of interacting with publics and bringing information from the environment into organizational decision-making. For public relations to fully use digital media, practitioners and scholars must reinstitutionalise public relations as a behavioural, strategic management paradigm rather than as a symbolic, interpretive paradigm.” (Grunig 2010)
  • 20. Why it’s not • Information across social media follows these stages: – Stage 1: Organisation publishes message – Stage 2: Message is viewed by their direct online audience (followers, likes, etc) – Stage 3: Message is duplicated by publics (causes some messages to adapt) – Stage 4: Some publics communication back to the organisation based upon their interpretations of the message (varying in accuracy) • Based upon these stages of online communication there are three reasons why two-way symmetrical communication isn’t true: – Reason 1: It would be impossible for the organisation to reply to each user. – Reason 2: The user response outweighs the organisation’s message quantity. – Reason 3: Organisation response may purpose to adjust a user’s interpretation of the original message (ie, regaining narrative) / Response may simply be for the purpose of small talk. – (White 2011)
  • 22. Course Outcomes 22 • Students will be able to excess PR skills. • Students will be able to work as good PRO • Students will be able to have strong communication skills.
  • 23. References • Mehta, D.S., Handbook of Public Relations in India. Ms.Gagandeep Kaur, Assistant Professor (UIMS) 23