contents

Past Issues
Opinion & Comment
Media & Media Relations
Business Marketing
Measurement & Evaluation
Corporate Communications
Managing PR
Reputation & Research
PR Programs & Campaigns
Crisis & Issues Management
PR Tips & Hints
Book Reviews
Online PR & SEO

subscribe
‘PR Influences’ is free and content can always be accessed through this site. However, if you would like each issue (approx. bi-monthly) emailed to you click here. Note – when you register we ask for the minimum of information.

back issues
Browse our back issues - click here.

your comments
You can make a public comment on any article in this issue – or see what others have had to say – by looking at the bottom of each item.

You can comment direct to the Editor – click here.

resources
Download this 4 page article on the increasing role of PR in marketing and how important influencers are for today’s marketers. Also do a self –assessment on your communication. Click here.

web award
International recognition for web marketing.
 

Corporate PR: Insights into corporate communication trends                 

 published April-May 2006

Transparency, trust and reputation are all key ingredients in modern communication practices as PR and communication takes on a more strategic role in many companies. The roles, responsibilities and skills of those in PR and communication are evolving to match these changes. binoculars

These are among the insights into communication practices and priorities in PR and communications among Fortune 1000 companies identified in the fifth CCI Corporate Communication Practices & Trends Study 2005, produced in the US in conjunction with Fairleigh Dickinson University.

The research consisted of a 27 question survey, followed by additional interviews and 50   one-on-one interviews with the CEO, CFO, chief communication officer and the investor relations officer at 11 selected companies.

Some of the key insights into communication trends and priorities are:

Trust is crucial - the need to build trust with all audiences remains a fundamental challenge for corporations.

 “Trust is the key objective for global companies today because it underpins corporate reputation and gives them a license to operate.”

Communication is becoming more strategic - corporate communication executives see themselves ‘counsel to the CEO’ and ‘manager of the company’s reputation’ almost equally as their primary role for the company.

“For the majority of corporate communication executives … come great opportunities and challenges to become a trusted advisor to the corporation and its leaders.”

 Media and new technologies make communication more complex - news media and technologies are pervasive, instantaneous, and global. More news outlets demand more attention, tools and techniques.

 “The answer is become a ‘glass-box’ company.  The opportunity for success lies in how soon a corporation can embrace new communication tools and technologies. The challenge for professionals is how to manage the messages.”

Transparency is best practice - transparency is becoming a best practice strategy for reputation management because more than 50% of the market value of a business can be attributed to intangibles.

 “The opportunity for corporate communicators is to add value through offering constructive suggestions on improving corporate reporting and corporate governance.”

 The study also identified the perceived skills and capabilities of PR and communication practitioners revealing:

  •  Media relations is the perceived key functional responsibility.

This is followed by public relations, crisis communication, executive communication, employee relations and communication policy and strategy.

  •  Manager of the company’s reputation and being a source of public information about the company are the perceived as the prime corporate communication roles.

This is followed by ‘counsel to the CEO and corporation’, ‘engineer of public opinion’, ‘manager of the company’s image’ and ‘driver of company publicity’.

  •  Writing remains the core skill for corporate communication.

This is followed by ‘knowledge of the company and of business principles’.

Access the Executive Summary of the study  or to request a copy of the full report please email us at PR Influences

newsletter alert
If you are not already receiving PR Influences and would like to subscribe, please click here.

'PR Influences' is a free information resource from Network Communications (Australia) Pty Ltd to show how PR can be used by organisations. It features articles, trends, insights, comments and tips relating to all disciplines with communication - corporate, consumer industrial, B2B and associations. The site's newsletter is produced approximately five times per year with the latest issue always available here. The site's other resources are added to on a continual basis.
Editor: Grant Common


Contents - Subscribe - About Us - Legal - Contact Us - Home




Copyright Network Communications (Australia) Pty Ltd
12/210 Clarence Street, Sydney, NSW 2000 AUSTRALIA
P: +61 2 8268 2200 F: + 61 2 9267 9466
E: network.syd@networkpr.com.au W: www.networkpr.com.au

PR Influences: Article Corporate PR insights corporate communication. Information Content: communication

Join us on Facebook

PR Influences now has a Facebook group and we encourage to join, share and participate.  ...more


4th Annual Strategic Communication Conference

The rise and popularity of social media and the need to ensure your message doesn't get lost in the crowd are now big issues for communicators. Interested? read more ...more