STRATEGIC COMMUNICATION

CORPORATE PUBLIC RELATIONS

THE COMMUNICATION PROCESS

THE THEMES OF INTERVENTION IN THE STRATEGIC COMMUNICATION

PUBLIC RELATIONS AS A MEANS OF PERSUATION

The Model of Communication

What is communication?

Effective communication

Certain Concepts

The Thematic of Intervention

Personality, Culture and Corporate Identity

The Communication Area in Companies

The Link, the Communication and the Corporate Image

Birth of Public Relations

Utilization of Public Relations in the Business World

Definition of Public Business Relations

Effectiveness of Public Relations with the Media

Internal Public Relations

Ethics, Basis of Public Relations

The Public and the Public

The 7 C of Public Relations

The communication is the faculty and the process of transmitting to another or others, information, feelings and experiences. In all communication there must be an issuer, a message and a receiver.

The purposes of the communication should be:

  • Not logically inconsistent or logically unconscious with itself.
  • Focused on behavior; that is, expressed in terms of human behavior.
  • Specific enough to allow us to relate it to real communicative behavior.
  • Compatible with the ways in which people communicate.

Main elements of the communication process:

  • Issuer (who issues a message)
  • Message (what is communicated)
  • Channel (where the message is communicated)
  • Code (signs used to communicate the message)
  • Context (relationship established between the words of a message and that clarify and facilitate understanding of what you want to express.)
  • Receiver (who receives the message).

An effective communication is based on the establishment of a bridge where the sender has detected the object, the language and the correct content, knowing previously who is the perceiver and foreseeing what their feedback will be (doing the right things correctly).

Communication: Faculty and process of transmitting to other information, feelings and experiences.
Language : Set of means that allow the human being to express their thoughts, feelings and experiences.
Language : specific forms of language.
Speak: individual use that each person makes of language.
Language: Official language of a country.

Tactical Communications
are all those disciplines that, in the corporate communication management, fulfill a primarily operational function, for example:

  • Public relations
  • Advertising
  • Promotion
  • Design

Strategic Communication is the discipline from which all tactical communications will be intelligently articulated.
For the organization based on information and knowledge, the communication function takes on unprecedented importance.

The strategic communication aims to systematize the communication functions, through the administration of the "intervention themes":

  • Personality
  • Culture
  • Communication
  • Image

The corporate culture is a pattern of behaviors that develops in the organization, with its own logic and dynamics.

The Personality is an operative cut to the complex reality, in order to achieve a first approximation ordered and intelligible to that significant universe that is an organization.

The corporate identity is the most invariable component of the company. That is to say that, for a corporation, the appearance of a new identity implies the appearance of a new corporation.
The corporate identity is a set of attributes assumed as proper by the organization.

The Corporate Image is the public record of corporate attributes. It is a mental synthesis that the public elaborates about the acts that the company carries out, whether or not they are specifically communicational in nature.
The Corporate Image is developed by the public and the company is responsible for the image that the public produces from it.


Corporate communication is that communication that conveys messages related to the company itself, for example:

  • Institutional Advertising
  • Newsletters and periodic notes that contain corporate themes.
  • Memory and Balance

Institutional link: This linking analysis has the purpose of particularizing the relationship of these publics with the company involved, since each company with each public forms a specific institutional link.

Public Relations Businesses are based not only on a better or worse image of the organization, but on the actual business reality of the moment, since quality and results must always be consistent with the image.
All the points of approach and divergences between the company and the public must be evaluated, through a scientific investigation of the latter.

In 1837, the Age of Entrepreneurship began, a key moment for PR.
In the first half of the twentieth, there are actions aimed at acting on public opinion and the media acquire an increasing importance.

Basic needs for the exercise of the RRPP:

  • Political freedom understood as the absence of obstacles or impediments that limit the freedom of expression of the will of citizens.
  • Party plurality: regime of freedom and the real possibility of exercising the right to propose alternatives in accordance with democratic rules.
  • Economic-social situation: it must be adequate (capitalism and democracy).

It has become essential for any organization that pursues a good relationship with its audiences, which ultimately depends on their success, as they expand the knowledge of the company, allowing it to be created, appreciated and distinguished among others.
Nowadays, the phenomenon of Public Relations extends to all the countries of the world, even to China, a communist country in which programs of this subject have been taught for twenty years and in more than 150 universities.

For the Public Relations specialist who works in the company or organization, the media and especially the specialized media are a public, an objective that has to be weighted properly and on time.

Some recommendations to establish good and effective relations with the press:

  • Press releases have to conform to standards, be precise and well written.
  • The news will be exposed objectively and without any exaggeration. Opinions will be issued only when they form an inseparable part of the article.
  • The public relations business department must be available at all times.

Credibility
Context
Content
Clarity
Continuity and consistency
Communication channels
Auditorium capacity

Objectives with the External people:
Project a positive image in these publics making them feel sympathy towards our company or institution and give us their support and understanding. Achieve, through a permanent dialogue, the agreement of interests between the organization and its various publics for the benefit of both parties.

Objectives with the internal publics:
That the members of the organization, from the highest executive or executive to employees of lower hierarchical level, constitute a group, in the true sense of the word "group" to a group of people who have a common goal and interact with each other .

Internal Public , related social groups that make up the organization chart of the company or institution. So, for example: shareholders; the managers; the functionaries; the employees.
External Public, are all those social groups that have a certain interest that links their members to each other and that are not part of the organizational chart of the organization in question.

The Company: Public relations is an advisory function that will be responsible for setting the general policy of the company and, therefore, its location is next to the presidency or general management.

Public relations and economic and social development: Public relations are some of the most powerful levers for promoting the economic and social development of a community.

Groups in the company In every company, within its internal public, there exist and affinity groups are formed that it is convenient to take them into account in the public relations program that is elaborated.

Internet : The solutions offered The new sites that abound in the INTERNET, in what refers to providing services, is to take advantage of all the new channels of communication telephone, email, etc .; and integrate them in a single interface, in order to speed up the relationship of each company with its customers.


Spam:
Communications improve when distances are long and time presses us. Spam, junk e-mail and Spam are the different terms to describe the action of sending unsolicited advertisements en masse through the Internet and bound to the mailboxes of hundreds of thousands of recipients at the same time.

"Do it well and make it known." This is the Slogan of Public Relations. Thus, "Doing it well and making it known" summarizes in a few words the basic objective of public relations. In addition to doing well whatever it is, we must make it known.