Corporate PR

Nguyễn Nhật Duy

I/ Definition:

Corporate Public Relation is a factor for every company to implement public relations practice within established organization through effective internal corporate communication, experience and the expertise to protect and promote corporate reputation and corporate image of an organization across a wide range of sectors.

II/ Main elements of Corporate PR:

Corporate Citizenship

Corporate Communication

Corporate Ethics

The extent to which businesses are socially responsible for meeting legal, ethical and economic responsibilities placed on them by shareholders. The aim is for businesses to create higher standards of living and quality of life in the communities in which they operate, while still preserving profitability for stakeholders.

Corporate Citizenship may also be referred to as Corporate Social Responsibility (CSR)

Corporate Citizenship

Why CSR ?

CSR

Long-term thinking

Customer engagement

Employee engagement

Innovation

Cost savings

Brand differentiation

Many stakeholders would rather read an overview of the company’s CSR program and its objectives (47%), access key performance data and case studies (40% each) or find latest news announcements(37%). Indeed, companies must be aware their websites and reports have to “compete” for these users’ attention with other online resources and information providers.

Comparison

Corporate Communication

Corporate communication is a management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favorable reputations with stakeholder groups upon which the organization is dependent.

Structure of Corporate Communication

Internal Communication External Communication

Human Relations Public RelationsMarketing

Communications

Promotion Advertising

External Relations

Aid Policy

Crisis Management

Corporate Ethics (also business ethics) is a form of applied ethics or professional ethics that examines ethical principles and moral or ethical problems that arise in a business environment. It applies to all aspects of business conduct and is relevant to the conduct of individuals and entire organizations.

Corporate Ethics

Source of values for corporate ethics

Corporate Ethics

Legal Regulation

Professional codes of ethics

Organizational codes of ethics

Individual values

Corporate PR in Vietnam

Total budget: 2307 billion VNDPeople benefited: 1702

Main targets: _ Developing agriculture and environment_ Improving standard of living

Time: 10/2012 to 04/2013

Location: Cao Bang, Bac Can, Binh Thuan, Khanh Hoa, Phu Yen, Gia Lai, Binh Phuoc, Ben Tre, Tay Ninh, Dong Nai, Ca Mau

CSR project of BAT

Cash: 1.3m $Product donation: 1.7m $Children supported: 23000

Target: Improving Children’s Nutrition through School-Based ServicesTime: 2005-2014Location: Quang Tri, Hue, An Giang, …

Vietnam Nutrition Project

Product donation: about 8 billion VND/yearChildren supported: 307000

Target: Every child has the right to drink milk dailyTime: 2010-2014Location: 63 Provinces and Cities in Vietnam