Course Title : PR & Corporate Communications

Synopsis

In the contemporary society, institutional obligations across the public and private entities has shifted their
focus upon public relations and communications to maintain corporate image building. Hence corporate
management has taken a more inclusive approach in giving significance to the above in order to maintain
a close relationship with all its stakeholders.

The expertise and skills required of PR practitioners include the strategic handling of tools and channels
for information distribution and retrieval, to build relationships with individuals and target groups or
publics through planned Action and Communication via mass media, new media, and person to person.

Apart from product/service related communication; todays organizations have to communicate with
publics like shareholders, employees, bankers, suppliers, government agencies and community at
large. Top and senior managements of these organizations have to establish and maintain continuous &
effective communication for the purpose of corporate image-building, maintaining corporate reputation,
providing explanations & information; and situation-specific communication. Obviously, this calls for
skills in verbal communication, written communication, negotiations and bargaining.

The above trends have resulted into emergence of Corporate Communication as a specialized function
which contributes substantially towards enhancing effectiveness of management policies, business plans,
their implementation and other managerial decisions. Responding to this, many organizations have
created special departments at the corporate level with a view to establishing effective channels of
communication within the organization; and between the organization and various publics. Secondly,
organizations are increasingly spending their resources for trainings in development and upgradation of
communication skills.

Corporate Communications

Objectives

This module considers both the theoretical and practical aspects of corporate communications in a
wider organisational context. The aim is to develop an understanding of the role and scope of
Corporate Communications within modern organisations through a critical analysis of theoretical
concepts, models and theories.

The objectives of the module are to:

- Acquire insights into the communication context of modern organisations

- Recognise the role and importance of strategic communication in delivering organisational,
marketing and business level goals and objectives
- Interpret and critically reflect upon research and literature regarding strategic communication
- Use 'real world' case examples and case studies as a vehicle to build on knowledge gained and as a
means to develop methodology for app0lying theory in a variety of organisational settings.
Learning outcomes
Upon completion of this module students should be able to:
- Critically evaluate the historical underpinnings of Corporate Communications and engage with the
main debates.
- Summarise the developing role and remit of communication practitioners within organisations both
locally and globally.
- Formulate a communication strategy for an organisation and be able to link this to corporate
strategy.
- Evalutation and apply theoretical frameworks and models in planning for and managing
communication around issues and crises as well as other aspects of Corporate Communications
- Distinguish and utilise various approaches to research and measurement within Corporate
Communications.
- Analyse theoretical concepts and their application to real-life case studies, providing a critique,
making and justifying recommendations for practice and extending debates in Corporate
Communications.
- Critically evaluate ethical issues within Corporate Communications and the implications of these in
practice.

Learning outcomes - knowledge/application

On completition of this module, students should be able to:

- Critically evaluate the historical underpinnings of Corporate Communications and engage with main
debates.
- Summarise the developing role and remit of communication practitioners within organisations, both
locally and globally.
- Formulate a communications strategy for an organisation and be able to link this to corporate,
market and business level strategy.
- Evaluate and construct theoretical frameworks and models in planning for and managing
communication around issues and crises.
- Analyse theoretical concepts and their application to real-life case studies, providing a critique,
making and justifying recommendations for practice and extending debates in Corporate
Communications.
- Critically evaluate ethical issues within Corporate Communications.

Learning Outcomes - Skills

Subject specific skills:

- Conduct a communications needs analysis within an organisation and formulate communications

strategies in anticipation of, and in response to, various situations.
- Articulate the role and contributin of Corporate Communication activities with regard to
organisational goals and objectives.
- Construct a clear plan of action in managing issues and dealing with crises.

Transferable Skills:
- Develop oral communication and presentation skills
- Problem solve by finding solutions to problems identified via the case-study approach
- Critically evaluate relevant academic materials and use them in their academic writing
- Produce a piece of academic writing to expected standards
Skills outcomes
Upon completion of this module students will be able to:

Subject specific skills:

- Conduct a communications needs analysis within an organisation and formulate communications

strategies in anticipation of, and in response to, various situations.
- Articulate the role and contributin of Corporate Communication activities with regard to
organisational goals and objectives.
- Construct a clear plan of action in managing issues and dealing with crises.

Transferable Skills:

- Develop oral communication and presentation skills

- Problem solve by finding solutions to problems identified via the case-study approach
- Critically evaluate relevant academic materials and use them in their academic writing
- Produce a piece of academic writing to expected standards

Syllabus

Indicative content
- Historical foundations and development of Corporate Communications
- Structure and role of corporate communications within modern organisations: exploring the
relationship with Marketing and other management functions; Changing practitioner roles
- Conceptual foundations including organisational identity, image and reputation; Stakeholder
Management and communication
- Strategic Communication planning, execution, and evaluation of communication campaigns and
programmes
- Media relations and global media strategies
- Issues management and Crisis communication - tactics and strategies
- Consumer and Business-to-Business Public Relations
- Investor Relations and Financial Public Relations
- Community Relations
- Social media and Corporate Communications
- Ethical issues in Corporate Communications practice

Job Prospects

There are rich and varied opportunities available in Business Corporations, PR Specialist Service
Providers, Advertising Agencies, NGOs, Government Divisions and Departments, Academia and in the
Mass Media News and Entertainment Industry Corporations. Placement interactions are scheduled
towards the end of the second term before the closing of the academic year.

P.R. Concepts, Structures & Practice

10 sessions
2 credits
The P.R. Campaign / Strategic P.R.
10 Sessions
2 Credits
Effective Writing for P. R.
15 Sessions
3 Credits
P.R. & Media Relations
10 Sessions
2 Credits
Client servicing
10 Sessions
2 Credits
Corporate Communication Concepts
15 Sessions
3 Credits
Corporate Communication Practice
15 Sessions
3 Credits

The Making of a P.R. professional

5 Sessions
1 Credits
Management Studies
30 Sessions
6 Credits
The Mass Media Industry
15 Sessions
3 Credits
Effective Business Communication
10 Sessions
2 Credits
Integrated Communication
10 Sessions
2 Credits
Corporate Branding
10 Sessions
2 Credits
P.R. Industry Practice and Application
15 sessions
3 credits
Event Management
10 Sessions
2 Credits
Event Planning and Execution in P.R.
30 Sessions
6 Credits
Computer Skills for Media and Communication
30 Sessions
6 Credits
New Media & Practice
10 sessions
2 credits
New media Case-Studies
10 sessions
2 credits
P.R. Case Studies: Research, Analysis and Solutions
15 Sessions
3 Credits
Crisis Communication
10 Sessions
2 Credits
Public Affairs Practice
P.R. Law & Media
5 Sessions
1 Credits
Module B-2: Mass Communication: Need and Situations Various Communication media Selection
Choice of mode of presentation Production and Distribution of Communication material - Organizing
Press Conference Communication Perspective

Module A-1: Corporate Communication in Organizational Context: Strategic Communication

Communicating Corporate objectives and Strategy Communicating corporate philosophy and values
Organizational culture as a means as well as a goal for communication Designing organization structure
and communication perspective Legal Aspects of Corporate Communication
Reading List:

Title Essentials of Corporate Communication: Implementing Practices for Effective Reputation

Management
Authors van Riel Cees, Cees B.M. Van Riel, Charles J. Fombrun
Publisher Routledge, 2007
ISBN 1134335059, 9781134335053

Corporate Communication: A Marketing Viewpoint

Author Klement Podnar
Publisher Routledge, 2014
ISBN 1317619153, 9781317619154

Planning and Managing Public Relations Campaigns: A Strategic Approach

PR In Practice
Author Anne Gregory
Edition 3, illustrated
Publisher Kogan Page Publishers, 2010
ISBN 074945928X,
9780749459284