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NCERT Class 12 Home Science Chapter 14 Corporate Communication and Public Relations
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Corporate Communication and Public Relations
Chapter – 14
| PART – ⅠⅠ HUMAN ECOLOGY AND FAMILY SCIENCES |
| Unit – VI Communication and Extension |
Review Questions:
1. What is the significance of corporate communication in today’s times?
Ans: The significance of corporate communication in today’s times are major variable for the success of any organisation is the perception of the public. What the general public, competitors, employees “perceive” about the organisation is what defines its respectability, its position and ultimately its success. The primary objective of corporate communication is to establish a perception (true or otherwise) in the eyes of all its stakeholders. That is the significance of corporate communication; ‘controlling how the world sees you’. For example, in a crisis, regardless of what actually happened, it is the public’s and employees’ understanding of the crisis and how it was tackled that will define their reaction to the organisation. If a company does not present itself as quiet, dignified and peaceful, and projects aggressive behaviour it will be questioned by the stakeholders.
The company’s fortune is influenced by the public’s assessment of whether aggressive behaviour was necessary or not. The significance of the corporate communication team is to understand how the stakeholders will react to such behaviour.
2. Enumerate functions of corporate communication.
Ans: Functions of corporate communication are mentioned below:
(i) Public Relations Policy: Develop and recommend corporate public relations policy and share it with top management and all departments. This is truer for PR agencies.
(ii) Statements and Press Releases: Preparation of corporate statements, sometimes speeches for executives and press releases are to be prepared by the PR personnel.
(iii) Publicity: Issuing announcements of company activities and products to the media and community. Planning promotional campaigns using media is also a vital function. Handling inquiries from press and people at large is a part of the function.
(iv) Maintaining Relations: The PR personnel are expected to maintain liaisons with Government units at local, national and international levels. They are expected to uphold good relations with the community as ‘good neighbours’. This includes compliance with environment protection standards, giving employment opportunities to locals, and cooperating and participating in locality development programmes.
Communication between company and shareholders and with other investors is also an important part of maintaining relations. Sometimes the PR agency may have to prepare annual/quarterly reports and planning meetings of stockholders.
(v) Publications: Preparing and publishing in-house magazines is also sometimes the function of a PR agency.
3. Compare internal and external communication.
Ans: Internal Communication: It takes place between and among the employer and employees of an organisation. It is considered a vital tool for binding an organisation, enhancing employee morale, promoting transparency and reducing slow destruction. The root cause of most internal problems faced by a company is ineffective communication.
Internal communication flows in different directions vertical, horizontal, diagonal, across the organisational structure. Internal communication may be formal or informal. It helps in discharge of managerial functions like planning, direction, coordination, motivation etc.
The broad policies and objectives flow downward from top management to lower level. Both written and oral or verbal media can be used to transmit messages. Written media consists of instructions, orders, letters, memos, house journals, posters, bulletins boards, information racks, handbooks, manuals, activity reports.
External Communication: It takes place between members of an organisation and the outside world. External communication is also very important as it enhances and enables significant functions of creating positive image, brand preservation and maintaining public relations. In a global society, external communication helps in marketing as well.
5. Enlist verbal and non-verbal skills and briefly explain with examples any three from each category.
Ans: Communication involves both verbal and non-verbal skills, each playing a crucial role in conveying messages effectively. Verbal skills include speaking, listening, reading, writing, and asking questions. For instance, speaking allows individuals to articulate their thoughts and share ideas clearly, as seen in presentations or discussions. Listening is essential for understanding and responding appropriately, such as paying attention during meetings or conversations. Similarly, writing facilitates the sharing of detailed information through mediums like emails, reports, or proposals.
On the other hand, non-verbal skills enhance communication by adding depth and context. These include body language, facial expressions, and eye contact. For example, confident body language, such as an upright posture, can convey professionalism and self-assurance. Facial expressions, like smiling, can communicate friendliness and approachability, while furrowed brows can show concern or seriousness. Eye contact is another critical skill that demonstrates attentiveness and builds trust during conversations. Together, verbal and non-verbal skills create a comprehensive framework for effective communication.
6. Explain the meaning and significance of Public Relations today.
Ans: Internal Communication: It takes place between and among the employer and employees of an organisation. It is considered a vital tool for binding an organisation, enhancing employee morale, promoting transparency and reducing slow destruction. The root cause of most internal problems faced by a company is ineffective communication.
Internal communication flows in different directions vertical, horizontal, diagonal, across the organisational structure. Internal communication may be formal or informal. It helps in discharge of managerial functions like planning, direction, coordination, motivation etc. The broad policies and objectives flow downward from top management to lower level. Both written and oral or verbal media can be used to transmit messages. Written media consists of instructions, orders, letters, memos, house journals, posters, bulletins boards, information racks, handbooks, manuals, activity reports.
7. In your opinion which two areas of PR work are important? Why?
Ans: Public relations (PR) is both an art and a science. It has the beauty and emotionality of art and the system of science. It may mean different things to different people. Though it is of recent origin in India and the world over, it is used in Government, public and private sectors and other institutions. The PR techniques, strategies and practices vary from organisation to organisation.
Following definitions of PR will give you some idea about its nature and Scope.
“Establishing a bond of relationships and contacts between two groups of public”.
“Deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and the public”.
“PR is an attempt, through information, persuasion, adjustment and contacts, to seek for some activity, cause, movement, institution, product or service”.
Code of ethics is a very crucial requirement in any profession. PR professionals are no exception to this requirement. They have access to information or knowledge about events to come; pressure or temptation to commercialise this information must be avoided at all costs. While serving the interests of clients and employees, PR professionals must ensure that they adhere to a code of ethics and a code of conduct so that they are not labelled as fixers or manipulators.
8. What are the principles of PR work?
Ans: Tell the truth. Let the public know what is happening and provide an accurate picture of the company’s character, ideals and practices.
(i) Prove it with action. Public perception of an organisation is determined 90 per cent by what it does and 10 per cent by what it says.
(ii) Listen to the customer. To serve the company well, understand what the public wants and needs. Keep top decision makers and other employees informed about public reaction to company products, policies and practices.
(iii) Manage for tomorrow. Anticipate public reaction and eliminate practices that create difficulties. Generate goodwill.
9. What is the relationship between corporate communication, PR and Media?
Ans: The relationship between corporate communication, PR and Media are mentioned below:
(i) Corporate Communication: This is the broader umbrella that encompasses all internal and external communications of an organization. It includes communication with employees, investors, customers, and the general public. Corporate communication handles everything from branding and corporate messaging to crisis management, aligning the organization’s mission and values with its communication strategies.
(ii) Public Relations (PR): PR is a specific subset within corporate communication that focuses on managing the company’s reputation and building relationships with its various stakeholders, such as the media, investors, customers, and the public. PR aims to create a positive image of the organization through press releases, events, crisis communication, and other media outreach activities.
(iii) Media: Media refers to the channels through which information is disseminated to the public, such as newspapers, television, radio, online platforms, and social media. Media plays a critical role in both corporate communication and PR because it is the primary medium used to convey messages to the public. PR professionals work closely with the media to ensure accurate and favorable coverage of the company.
