ju
The practice of Corporate Communication: The importance of strategy in communication, Communication programs and plans, The industry of Corporate Communication and Public Relation. Theory of Corporate Comm related concepts and elements: Propaganda, public Relations and Corporate Communication. Legitimacy gap: It represents the perceived difference between and institutions performance and a society’s expectations for right and proper performance. Corporate communication: Exchange of information. It’s vital to be effective. Helps in creating and keeping good will with publics. It shows the world who you are. It connects the image with the identity. A management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favourable reputations with stakeholder groups upon which the organization is dependent. Storytelling: The art in which a teller conveys a message (truth, information, knowledge. or wisdom) to an audience- often subliminally- In an entertaining way, using whatever skills to enhance the audience enjoyment, retention and or understanding of the message convey. Example: Campofrio. According to Christian Salom storytelling works: We prefer engaging with narratives to wrestling with raw data. We are inclined to accept those claims that fit our narratives. It is easier for people to sell us a story than it is for them to convince us of isolated facts. Advertisers, politicians and communicators are aware of these tendencies. Public affairs can be defined as a specialized part of public relations that builds and maintains organizational relationships (corp. relationships) with governmental agencies and also with community stakeholders to influence public policies. Lobbying is a specialize part of public relations and public affairs that builds and maintains relations with the government. Primarily to influence legislation and regulations. The stakeholders of lobbying are members of the government. Public affairs are a little bit wider than lobbying. Event planning: Planned event design to attract the public’s attention people’s attention and media’s attention, to an organizer or his cause. (STUNT, generates publicity) Publicity: Unpaid dissemination of facts, ideas, news, products about one specific brand, person or organization. Publicity is not advertising, is unpaid (NO ES PUBLICIDAD). 4 P’s of public relations 1. Purpose 2. Principles: it is difficult to communicate without your principles and values 3. People: Always remember you deal with people, not consumers 4. Processes: Communication is a process (there are 4 steps). Everything has a consequence and you have to darle seguimiento al process Characteristics of Corporate Comm: It is about relationship building and reputation management. It must create value for the organization. Reputation is a long-term indicator of communications value creation. It includes deliberate efforts to formally communicate.It is the voice that corporations and institutions use to interact with the outside world and includes many activities. It happens when an organization needs to communicate a message to inform and/or persuade public opinion, consumers, media, investors, and other stakeholders. What is a communication plan? “The formulation and implementation of an organization communication strategy in several steps¨ A communication plan is strategic because… – It is strategic because it is going to be scientifically managed, it is not spontaneous. – It includes goals and objectives – It depends on the overall strategy of the company- Communication plan must be related to the mission n, vision and values of the organization. Communication plan is not independent. o The mission is supposed to remain unchanged over time o The difference between mission and vision 4 Steps of communication plan: 1.Research and problem statement:What’s happening 2. Planning and programming?: What should we change 3. Implementation or communication: What should we do and say? Who? When? Where? How? 4. Evaluation:How are we doing or how did we do? Propaganda; The deliberate, systematic attempt to shape perceptions – sometimes manipulate cognition- and direct behaviors to achieve a response that furthers the desired intent of the propagandist. One-way communication model. Contents: opinion, symbols, ideas, selected metaphors/images and emotions to enlist public support for the propagandist’s opinion. Sometimes…psychological manipulation 5 stages of the communication continuum 1. Dialogue: ▪ Activeness on both sides, a two-way communication dialogue. ▪ Balance situation, the sender and the receiver are on the same level. ▪ Finally there is an exchange of information. 2. Education: ▪ The sender tries to remedy the ignorance of the recipient on a very particular subject ▪ At the beginning of the process there is a little unbalance favorable to the sender ▪ There is rationality, the recipient at the end of the process should be able to use their own criteria to judge reality. 3. Persuasion. ▪ At the end of the process the sender tries to make the recipient share his own criteria to judge reality. ▪ The recipient is aware that he is being persuaded. ▪ The sender works not only on the ignorance but also in the neutrality of the recipient on one specific topic ▪ The difference between EDUCATION and PERSUASION, is that the sender tries to make the recipient share his own criteria to judge reality. The recipient is aware that he is being persuaded. 4 Manipulation ▪ The information relationship here is completely unbalanced ▪ Balance tilted towards the sender ▪ The sender pursues his own interest and he does so because he is not going to respect the intellectual freedom of the recipient ▪ At the end of the process, the recipient is not going to be able to build his own criteria to judge reality ▪ When you manipulate, you use lies, distorted information ▪ Features of manipulative speech 5. Imposition. ▪ There is no communication here the message is imposed, there is no exchange of anything. ▪ All the elementary rules of communication are broken. ▪ There is no communicative relationship between the sender and the recipient. ▪ Means are mostly violent “If you don’t vote i’ll kill you” (blackmail). White propaganda: Comes from an identified source and the information in the message tends to be accurate o Example could be Religion. o When trying to spread an ideology, whenever you write the message tries to convince people of their ideology. Russia propaganda Black propaganda: The source is concealed or credited to a a false authority and spreads lies fabrications and deceptions. o you can’t tell if the message is lying, now a day is quite difficult that black propagandas work. o ex of black propaganda: in the IIWW, Nazi broadcasting services c. Grey Propaganda. The source may be correctly identified, and the accuracy of information is uncertain… or else. The source may not be correctly identified and the accuracy of the information is certain.. Sub propaganda. The propagandist’s task is to spread an unfamiliar doctrine through different stimuli (others..) and eventually have it accepted. Political propaganda: Aimed at spreading information about those who are in power or want to be in powerI deological propaganda. Planned to spread an ideology or win over followers/converts to the propagandist’s ideology War propaganda: Also known as psychological warfare, it includes all the informative actions made by the Estate to promote patriotism or hate (of enemies) among soldiers and public opinion. Commercial Propaganda: When the sender wants to promote the acquisition or purchase of a good or service. Types of lobbying: Direct lobbying and Indirect lobbyin. Marketing: Conjunto de acciones dirigidas a alcanzar los objetivos de la marca a través de satisfacer las necesidades de los consumidores y crear un valor añadido a productos Identity capital: Capital which you build over time with everything you do. It increases when you do interesting things, and decreases when you lay in bed all day. What’s the difference between persuasion and manipulation? Persuasion takes place when the sender of the message tries to take advantage of the ignorance of the receiver in order to shape his or her perception. Persuasion distinguishes between arguments and conclusions Does not use an emotional approach Does not discredit other sources by attacking them With manipulation, the intellectual freedom of the receiver is not respected, and at the end of the process the receiver does not have the freedom to judge reality. Uses harmful stereotypes Tries to establish a common enemy to blame for everything Only selects facts that are beneficial for them 2. What is Ecology in PR according to Scott Cutlip and Allen Center? In PR, ecology is a concept that says in order to prosper and endure, all organizations must accept the public responsibility imposed by an increasingly independent society, communicate despite barriers and achieve integration in communities that they were created to serve. What’s the concept of publics according to Grunig? And how does his concept differ from Bernays’? According to Grunig, public are a group of people affected by organizational behavior and groups of people that affect organizational behavior. People can change the way they think/act about a company.Grunig says you cannot read your audiences the same way overtime because people change. Believes the average person and PR professionals share equal intellectual capacities. Bernays believe in the contrary. He believes in the limited intellectually public. Name 5 major PR consultancies. MSL Group ,Edelman ,Ogilvy ,Hill & Knowlton ,Blue Focus ,Ketchum. According to purpose and the nature of communication, which section of the model do political parties practice nowadays, especially during election periods? During elections, political parties practice the two-way asymmetrical model. Their purpose is scientific persuasion, and their nature of communication is two-way, imbalanced effects. They research their audience in order to learn more about the behavior of the public. Using this information, political parties are trying to change the public opinion/perception by persuasion. Bernays. There are difference criteria to determine types of propaganda, according to the object, what kind of propaganda can we see in the disney shorts? In the Disney shorts we saw in class, it’s easy to tell that the producers were using War Propaganda. War Propaganda (A.K.A. psychological warfare) – all informative actions by the estate are to promote patriotism or hate towards enemies among soldiers and public opinion. In all 3 of the short videos, the common theme was to promote patriotism. In the first two we saw, Donald Duck in Nazi Land and Education for Death, viewers were persuaded to find the ideologies of the enemy (Nazi Germany) appalling and to mold the viewers perception.