This document discusses corporate communications and media relations. It defines corporate communications as how businesses communicate with internal and external audiences. Corporate communications can be internal, aimed at employees and stakeholders, or external, aimed at media, the public, and agencies. Maintaining a positive corporate image and reputation through tools like social media, press conferences, and media relations is important for crisis management, employee engagement, brand awareness, and productivity. Ethical standards, key concepts around corporate identity, image and reputation, and the importance of good media relations are also covered.

1. CORPORATE MEDIA RELATIONS/
COMMUNICATIONS
Ssemuddu Imran
am.imransem@gmail.com
Bachelors of Information technology (Forensic Computing)- APU/Staffordshire
University
Masters of Human Science in Communication (Intercultural communication and
Corporate organization ) – IIUM
*Doctor of Philosophy in Communication (social media use, political efficacy, media
relations and credibility)- IIUM

2. LECTURE ESSENTIALS
Kahoot
Kahoot
Google Hangout

3. TABLE OF CONTENTS
1. Definition, types and importance
2. Tools and techniques of corporate communication
3. Ethical standards
4. Key concepts
5. Principles of corporate media relations
6. Importance of corporate media relations
7. References
8. Questions and answers

4. CORPORATE COMMUNICATION
• Definition
Corporate communication refers to the way business and
organisations communicate with internal and external audiences.
Example of audiences; media, government agencies, employees ,
customers and potential customers, general public, key stake holders
(investors & executive managers).
• Types of corporate communication
- Internal (employees, stakeholders, shareholders)
- External (media, government, general public, agencies)

5. IMPORTANCE OF CORPORATE
COMMUNICATION
 Maintain business image
Crisis management
Employee engagement
Brand awareness
Improve employee productivity

6. TOOLS AND TECHNIQUES OF
CORPORATE COMMUNICATION
Videos
Exhibitions
Blogs and articles
Press conferences
Special events
Social media (TikTok, Twitter, Facebook, Instagram…)
Media tours

7. ETHICAL STANDARDS IN CORPORATE
COMMUNICATION
• Integrity
• Advocacy
• Confidentiality
• Transparency and avoiding conflict of interests
• Competence

8. KEY CONCEPTS IN CORPORATE
COMMUNICATION 1/3
Corporate identity
Corporate reputation
Corporate image
(Vision, mission, objectives, strategies,
market, integration)

9. KEY CONCEPTS IN CORPORATE
COMMUNICATION 2/3
• Just think
• You visited McDonalds
• What is the first thing that comes to your mind
• What experience do you recall
• What about its products
• What is the logo
• Which colours come to your mind?
• Recall the uniforms of employees

10. KEY CONCEPTS IN CORPORATE
COMMUNICATION 3/3

11. CORPORATE IDENTITY
• Comprises a collection of visual elements : logos, fonts, colours and
taglines
• To identify your company ,create an image and promote it
• Corporate identity expresses the vision, purposes and values
• Refers to an organizations perceived commercial character
• Elements for a company’s personality
(logo, motto, name, products, services, stationary, uniform, buildings)
symbolism communication and behaviour

12. CORPORATE IMAGE
• A mental picture that comes up at the mention of a company’s name
• Psychological impression that evolves with changes with company’s
media coverage, performance, circumstances etc
• Its the public perception of the company
• Unlike corporate identity, corporate image is the fluid that can change
overnight from positive, to negative to neutral
• Large companies use advertising techniques to enhance their image,
improve desirability e.g. Coca-Cola. Nike, McDonalds, Mercedes Benz
• Its similar to a company’s good will or reputation

13. FACTORS INFLUENCING CORPORATE IMAGE
• Mission and vision
• Customer service management
• Quality of products and services
• Advertising and marketing campaigns
• Corporate social responsibility
• Financial position
• Business relations
• sales process, among others

14. CORPORATE REPUTATION

15. CORPORATE REPUTATION
• Reputations differ from image as its built up over time whereas
image is a perception at a given point of time
• Its perceptual representation of a company’s past actions and
future prospects that describe the company’s overall appeal as
compared to its competitors
• Serves as a collective judgement of a company based on
assessment of social, financial and environmental impacts by the
company
• Reputation assessment is subjective

16. CORPORATE REPUTATION

17. ADVANTAGES OF GOOD CORPORATE
REPUTATION
• Customer loyalty
• Positive news coverage
• Government and regulators trust
• Confidence with respect to services and products
• High job satisfaction
• Employees are motivated
• Attracts investors
• Better supplier dealer support

18. CORPORATE COMMUNICATIONS
AND MEDIA RELATIONS
• Working with media to inform the public
• Companies prepare media list- a list of possible media outlets who
maybe interested in their information
• Coordinating directly with people responsible with producing news
and features in mass media.

19. PRINCIPLES OF CORPORATE MEDIA
RELATIONS
• Actions of the organisation
• Use media as a vehicle to connect
• Keep media in the loop
• Professional assistance to media people
• Accountability on the part of company towards the public
• One voice- single spokesperson
• Every bonafide question to be answered
• Interact in timely manner
• Accept, understand and get over quickly in any unexpected event

20. IMPORTANCE OF GOOD CORPORATE
MEDIA RELATIONS
• Positive impact on products and services
• Influences decision making authorities
• Corporate media relations tell people what to think
• Enhance reputation and influence target audience
• It helps in forming public opinion
• Improve relations with communities
• Easier branding and image building

21. REFERENCES

22. CORPORATE MEDIA RELATIONS/
COMMUNICATIONS

23. “Corporate communications will become a high-tech art, just as political
communication is for Obama.”
CORPORATE MEDIA RELATIONS/
COMMUNICATIONS