corporate public relations
DESCRIPTION
By Ranjeet Ramaswamy Iyer.TRANSCRIPT
Corporate Public Relations
Done by:
Ranjeet. R. Iyer
Definiton
• P.R activities focused on enhancing or protecting the overall ‘corporate image’ of an organization.
• Corporate public relations is used to influence customer and non- customers publics and is particularly relevant in a marketing context when these publics have to be influenced in order to gain market entry.
• Corporate P.R. is essential as it manages the reputation of an organisation.
Larsen & Toubro Engineering Constructions & Contracts Ltd
• India’s largest engineering and constructions company.
• Built many of India’s priced landmarks.
• Presence in over 20 countries apart from India.
Topics covered
• Need of Corporate P.R.
• Functions of Corporate P.R.
• Corporate Image
• Importance of Logo
• Corporate Social Responsibility
• Corporate Communications
Need of Corporate P.R
• Seeks to project image and identity of the company.
• Required for proper communication with public.
• Helps in building positive corporate image.
• P.R helps in safety management.
• P.R required for proper CSR activities.
Functions of Corporate P.R
• Communications management• Media• Government Affairs• Publicity• Investor Relations• Community Relations• Public affairs• Social Responsibility
Corporate Image
Corporate Image
• It is the set of beliefs, ideas and impression a customer, shareholder or an employee holds regarding the company.
• It can be negative or positive.
• Cannot built positive image overnight.
How good corporate image can be developed?
• Better quality and pricing techniques.• Attractiveness of products & services.• Discounts, credits, after sales services.• Logos.• Relations with press (media).• Social responsibility.• Employee welfare.• Consumer service & welfare.• Extent of R&D in product modification.• Extent of innovations.
Corporate Image of L&T
• L&T health centre, Mumbai provides free medical check ups to employees.
• Alliances with many foreign companies.• Constructions in abroad also.• Many community welfares and CSRs increased the
image of L&T.• AIDS awareness, mother-child care, family planning
measures.• L&T constructs state-of-art buildings.• Railway bridge on the Panval Nadi, near Ratnagiri in
Konkan Railway is highest viaduct in Asia.
Corporate Image of L&T
• Record construction of J.N Stadium in Chennai in 260 days!
• Award for constructing ICICI Corporate office, BKC, Mumbai
Logos
Logo
• It’s a single piece of type comprising a word or words, trademark or design.
• Companies use it for easy identification of their products.
• L&T has a simple logo
Need and purpose of Logo
• Essence of personality.
• Identity to the world.
• Logos should be created wisely.
• Logo framing involves lot of time and money.
• Should grab public interest in a single view.
• Logos help in checking illegal goods.
Logos and consumers
• Logos keep the band name high in consumer’s mind.
• It helps illiterate people to easily identify the right product.
• Logos with tag-line attract consumers.
L&T’s ECC
• A logo of L&T in infrastructure educates people about L&T’s contribution.
• L&T can bag more contracts with logos painted in constructions.
Corporate Social Responsibility
Corporate Social Responsibility
• Commitment of business firms to serve the economy.
• Ethical behavior towards employees and customers.
• Serving environment in which its operates.
Benefits of CSR
• Creates positive image.
• Creates emotions among public.
• Involved in short-term employment.
• Provides satisfaction and motivation to employees.
Implementing CSR
• Proper flow of communication from top to bottom level.
• Appointment of proper CSR personnel.
• Good relationship with customers, investors etc.
• Annual CSR reports.
• Regular feedback.
CSR and Brands
• ‘Lead India’ campaign by TOI for bringing change in society.
• TOI gained public sympathy and enhanced image.
• NIKE CSR, 2003-learning from consumer, NGO attacks.
• Infosys contributes 1% of PAT for various community development.
CSR and Brands Contd…
• E-Choupal by ITC for assisting farmers through internet for selling their output.
• M&M’s K.C.M.E.T has given Rs.7.5 crs as grants and scholarships.
• TCS’s Adult Literacy Program (ALP) to address the problem of illiteracy.
CSR and Brands Contd…
• Aptech’s tie up with an NGO to provide education in Barrackpore.
• JCB India adopted a government school in the vicinity of company premises.
• DCM Shriram providing education to girl child, water to villages in Kota, Rajasthan.
L&T’s CSR
• Prayas: trust formed to help the less privileged people of the society.
• Rehabilitation efforts: Help during calamities in Orissa, Gujarat and Bhutan.
• Free eye check-up with Arvind Eye Hospital at Kancheepuram, T.N.
L&T’s CSR Contd…
• AIDS awareness campaign at BIAL on 01st Dec’2006.
• Blood donation camp at Barkeshwar on 28th Nov’ 2006.
• Construction Vocational Training to laborers from poor background at Chennai and Panvel.
• They were given training on carpentry, plumbing, masonry etc. free of cost
GOLDEN PEACOCK Award for CSR-L&T Infotech
Corporate Communications Department of L&T
• Provides an interface with company’s publics.
• Info on company’s activities (projects, tenders).
• Media briefings about company.
• Image promotion and marketing.
• Advertising.
Thank you