After reading this chapter, students should be able to:
Define the different audiences for a corporation. Knowledge of the differences between a target audience, a target public and a target market when considering a corporation's audiences. |
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Understand the role of a CEO in the corporate communications process. Knowledge of the backgrounds of most chief executive officers and the lack of preparation for the tactics and strategies necessary for effective corporate communication. |
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Outline the role and processes of public relations in corporations and corporate communication. Knowledge of the public relations activities used to develop and maintain cooperative relationships between a company and other societal institutions. |
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Define the various responsibilities and activities of corporate communication professionals. Knowledge of the responsibilities and activities perceived as being the most important to public relations practitioners involved in corporate communication. |
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Identify the different roles of a corporate communicator. Knowledge of the writing, planning, marketing and other skills needed by practitioners involved in corporate communication. |
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Understand the nature of public relations in multinational corporations. Knowledge of how public relations practitioners deal with the language, legal and cultural differences that exist within multinational corporations. |
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Describe the role of public relations in smaller companies. Knowledge of how public relations practitioners handle small staff size and increasing work loads in smaller companies. |
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Outline the tactics used by corporate public relations practitioners in developing communication plans. Knowledge of how public relations practitioners use cross-disciplinary integration and tool integration when developing comprehensive communication plans. |
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Understand the challenge of creating and maintaining corporate credibility. Knowledge of how public relations practitioners deal with developing and maintaining issues related to the credibility and reputation of corporations. |
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Define diversity in the corporate communication context. Knowledge of diversity and how corporations communicate policies related to issues of diversity. |
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Identify the challenges created by advances in technology and social developments that will need to be addressed in the near future. Knowledge of how technology, diversity and mergers will impact the nature of corporate communication strategies. |