1 Communications theories RAMAKANT SINGH [email protected] 9716885547

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Communications theoriesCommunications theories

RAMAKANT SINGHRAMAKANT SINGH

[email protected]@ymail.com

97168855479716885547

mailto:[email protected]

Know Each-otherKnow Each-other

For ex: For ex:

• What is your passion in life?What is your passion in life?

• Where would you most like to visit/travel?Where would you most like to visit/travel?

• What would you change if you could?What would you change if you could?

• What music/food/weather do you most What music/food/weather do you most enjoy?enjoy?

• What do you like best: words, numbers, What do you like best: words, numbers, pictures or sounds?pictures or sounds?

• What is your most under-used strengthWhat is your most under-used strength

Self awareness…Self awareness…

Instructions:Instructions:

• Introduce yourself in turn by stating your nameIntroduce yourself in turn by stating your name

• one true statement about yourself, andone true statement about yourself, and

• one false statement about yourselfone false statement about yourself

• so as to make it difficult for the group to determine so as to make it difficult for the group to determine which is the true fact and which is the lie.which is the true fact and which is the lie.

• You have 30 seconds to think of your statements, You have 30 seconds to think of your statements, after which each person makes their statements, after which each person makes their statements, pausing after each truth and lie for the group to pausing after each truth and lie for the group to decide which is which.decide which is which.

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Tarot cardsTarot cards

• Choose a card from the packChoose a card from the pack

• Study it thoroughlyStudy it thoroughly

• Make meaning out of it under following Make meaning out of it under following situations one after the other:situations one after the other:

- In Difficult situations, its your solutionIn Difficult situations, its your solution

- During emotional stress – a soother/releaserDuring emotional stress – a soother/releaser

- Pressured situation- a companionPressured situation- a companion

- Isolation – a helping hand.Isolation – a helping hand.

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Tuning the UntunedTuning the Untuned

• Start with alphabet one after the otherStart with alphabet one after the other

• Make word from every alphabet telling Make word from every alphabet telling about youabout you

• Then join all the wordsThen join all the words

• Now express yourself in using different Now express yourself in using different genres of writing ORgenres of writing OR

• Make a jingle and sing with the classMake a jingle and sing with the class

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McLuhan’s TheoryMcLuhan’s Theory

During the 1960s, a Canadian literary scholar Marshal During the 1960s, a Canadian literary scholar Marshal McLuhan, had a profound understanding of electronic McLuhan, had a profound understanding of electronic media & its impact on both society & cultures.media & its impact on both society & cultures.

He focused on the cultural role of popular mediaHe focused on the cultural role of popular media As changes in communication technology inevitably As changes in communication technology inevitably

produce profound changes in both culture & social produce profound changes in both culture & social order.order.

He is said to be the technological deterministHe is said to be the technological determinist He proclaimed that medium is the message. In other He proclaimed that medium is the message. In other

words, new forms of media transform our experience words, new forms of media transform our experience of ourselves & our society & this influence is more of ourselves & our society & this influence is more important than the content that is transmitted in its important than the content that is transmitted in its specific messages.specific messages.


• He suggested the term global village- refer to the He suggested the term global village- refer to the new form of social organization, as electronic new form of social organization, as electronic media has tied the entire world into one great media has tied the entire world into one great social, political & cultural system.social, political & cultural system.

• He proclaimed the media to be the extensions of He proclaimed the media to be the extensions of man & argued that media quite literally extend man & argued that media quite literally extend sight, hearing & touch through time & space.sight, hearing & touch through time & space.

• Concept of hot & cool media. Hot media are high Concept of hot & cool media. Hot media are high in definition, they provide much information eg in definition, they provide much information eg print media.print media.

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• Cool media requires consumers to fill in Cool media requires consumers to fill in the blank to make meaning because they the blank to make meaning because they are cool, the consumer must make the are cool, the consumer must make the heat eg TVheat eg TV

• McLuhan was thus the prophet with honor McLuhan was thus the prophet with honor that of media industries. His ideas were that of media industries. His ideas were used to rationalize rapid expansion of used to rationalize rapid expansion of electronic media with little concern for electronic media with little concern for their negative consequences. their negative consequences.

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• Acc to him, media has the power to alter Acc to him, media has the power to alter sensory organization & thought & thereby sensory organization & thought & thereby alter society, eventually media can alter alter society, eventually media can alter patterns of perceptions. patterns of perceptions.

• Media has ‘retribalised’ man in a new way.Media has ‘retribalised’ man in a new way.

• But this theory is criticised on the grounds But this theory is criticised on the grounds that he chooses to ignore the content of that he chooses to ignore the content of mass communication while focusing on the mass communication while focusing on the medium itself.medium itself.

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Developing corporate Developing corporate communication strategiescommunication strategies

• It depends on:It depends on:

- The organizationThe organization

- The constituentsThe constituents

- Messages or imagesMessages or images

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1.1. Setting a effective organization strategy :Setting a effective organization strategy :- Determining what the objectives are for Determining what the objectives are for

the particular communicationthe particular communication- Deciding what resources are available for Deciding what resources are available for

achieving those objectives achieving those objectives • MoneyMoney• Human resourcesHuman resources• TimeTime- Diagnosing the organization's image - Diagnosing the organization's image

credibility credibility

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2. Analyzing constituencies: it 2. Analyzing constituencies: it determinesdetermines

- Who your organization’s constituents Who your organization’s constituents areare

- What each constituent thinks about What each constituent thinks about the organizationthe organization

- What each constituent knows about What each constituent knows about the communication in questionthe communication in question

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Organization's constituentsOrganization's constituents

• Primary Primary

- EmployeesEmployees

- CustomersCustomers

- ShareholdersShareholders

- communitiescommunities

• SecondarySecondary

- MediaMedia

- SuppliersSuppliers

- GovernmentGovernment

locallocal

regionalregional

nationalnational

- creditors- creditors

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3. Delivering message appropriately :3. Delivering message appropriately :

It includes –It includes –

- Deciding communication channelsDeciding communication channels

- Structure messages carefully : direct Structure messages carefully : direct or indirector indirect

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Centralize or DecentralizeCentralize or Decentralize

• Centralized – its easier to gain Centralized – its easier to gain consistency control for all consistency control for all communication activities at the top of communication activities at the top of the organizationthe organization

• Decentralization : gave individual Decentralization : gave individual business units an opportunity to adapt business units an opportunity to adapt the function to their own needs rather the function to their own needs rather than the needs of the organization as a than the needs of the organization as a whole.whole.

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Various CC ActivitiesVarious CC Activities

• Media/press relationsMedia/press relations

• SpeechwritingSpeechwriting

• Employee Employee communicationcommunication

• Corporate Corporate advertisingadvertising

• Community relationsCommunity relations

• Creative servicesCreative services

• Video/AV/ Video/AV/ TeleconferencingTeleconferencing

• Issue analysisIssue analysis

• Stockholder Stockholder relationsrelations

• Investor relationsInvestor relations

• Government Government relationsrelations

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Ideal structure for CorpComm Ideal structure for CorpComm functionfunction

• Chairman/CEOChairman/CEO

• President/COOPresident/COO

• VP Marketing, finance, production, VP Marketing, finance, production, human resource, corporate human resource, corporate communication, geneal counselcommunication, geneal counsel

• (Under CC) – director media relations, (Under CC) – director media relations, investor relations, employee investor relations, employee communication, government affairs.communication, government affairs.

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Functions within the Functions within the functionfunction• Corporate image & Corporate image &

identityidentity

• Corporate advertising Corporate advertising & advocacy& advocacy

• Media relationsMedia relations

• Marketing Marketing communicationscommunications

• Financial Financial communicationscommunications

• Employee Employee communicationscommunications

• Community Community relationsrelations

• Corporate Corporate philanthropyphilanthropy

• Government affairsGovernment affairs

• Crisis Crisis communicationcommunication

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Image & IdentityImage & Identity

• Determining how a firm wants to be perceived & Determining how a firm wants to be perceived & how it chooses to identify itselfhow it chooses to identify itself

• Image is the reflection of the organization’s Image is the reflection of the organization’s reality.reality.

• Identity is the visual manifestation of the Identity is the visual manifestation of the company’s reality as seen in logo, its building, its company’s reality as seen in logo, its building, its stationary & even in employee uniforms.stationary & even in employee uniforms.

• It requires skills like the ability to conduct market It requires skills like the ability to conduct market research, design attractive brochures & to police research, design attractive brochures & to police identity standards.identity standards.

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Corporate advertising & Corporate advertising & advocacyadvocacy

• Image can also be reflected in a company’s Image can also be reflected in a company’s corporate advertising which is different from corporate advertising which is different from its product advertising in 2 ways:its product advertising in 2 ways:

1.1.It does sell product/service but the company It does sell product/service but the company itselfitself

2.2.Issue advertising which attempts to influence Issue advertising which attempts to influence the key people attitudes about specific issues the key people attitudes about specific issues that affect the company.that affect the company.

• Corporate advertising runs from CEO’s office Corporate advertising runs from CEO’s office or through CC dept instead of marketing dept.or through CC dept instead of marketing dept.

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Media RelationsMedia Relations• The always increasing role The always increasing role

of the electronic media of the electronic media (Internet, newspapers, (Internet, newspapers, magazines, radio, and magazines, radio, and television) has created a television) has created a special importance for special importance for media relations.media relations.

• In fact, the news media In fact, the news media have become dependent have become dependent on PR for on PR for newsnews, and PR , and PR has become dependent has become dependent upon the news media for upon the news media for publicity.publicity.

Media relationsMedia relations

• The personnel from CC dept deal with The personnel from CC dept deal with the media as a spokesperson for the the media as a spokesperson for the firmfirm

• It is proactive in setting the agenda for It is proactive in setting the agenda for discussion of the firm in the mediadiscussion of the firm in the media

• Satellite-links up available at corporate Satellite-links up available at corporate headquarters put their press-release headquarters put their press-release directly for media exposuredirectly for media exposure

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Marketing communicationsMarketing communications

• Product publicity, customer relations & Product publicity, customer relations & product advertising that ultimately reflects product advertising that ultimately reflects on the corporate imageon the corporate image

• Product publicity includes sponsorship of Product publicity includes sponsorship of events, celebrities are involved in shaping events, celebrities are involved in shaping a company’s image by setting an agenda.a company’s image by setting an agenda.

• Customer relations activities are Customer relations activities are necessary to handle the pressure groups necessary to handle the pressure groups among customers.among customers.

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Financial communicationsFinancial communications• Also called shareholders or Also called shareholders or

investor’s relationsinvestor’s relations• Investor or financial relations must Investor or financial relations must

focus on stockholders and focus on stockholders and stakeholders out of necessity. It’s stakeholders out of necessity. It’s the LAW, and it pays dividends.the LAW, and it pays dividends.

• It requires an annual meeting, It requires an annual meeting, timely disclosure of financial timely disclosure of financial information, and many other information, and many other regulations.regulations.

• But, it is wise to do it anyway to But, it is wise to do it anyway to keep the reputation of a keep the reputation of a corporation in tact.corporation in tact.

Employee RelationsEmployee Relations

• Internal communication Internal communication is the key: informed is the key: informed employees are happy employees are happy and they spread the and they spread the good news through good news through their families and their families and friends.friends.

• Never surprise Never surprise employees; make them employees; make them a part of the planning a part of the planning process and keep them process and keep them informed.informed.

Employee relationsEmployee relations

• Training programmes need to be Training programmes need to be explainedexplained

• New employees need to receive New employees need to receive orientationorientation

• Employee no longer needed must be Employee no longer needed must be helped along in their job searchhelped along in their job search

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Community relationsCommunity relations

• Corporate philanthropy include Corporate philanthropy include donating funds to those donating funds to those organizations that could benefit the organizations that could benefit the firm’s employees, customers or firm’s employees, customers or stakeholders.stakeholders.

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Government relationsGovernment relations

• Also termed as public affairsAlso termed as public affairs

• Public utilities & other heavy Public utilities & other heavy regulated areas require a focus on regulated areas require a focus on such relations in terms of keeping such relations in terms of keeping updates of change in policy, updates of change in policy, providing timely reports & other providing timely reports & other important information to the important information to the governing body.governing body.

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Dealing with StakeholdersDealing with Stakeholders• It is important to recognize It is important to recognize stakeholdersstakeholders

(those with a vested interest in a specific (those with a vested interest in a specific industry within corporate).industry within corporate).

• It’s not only socially responsible to deal It’s not only socially responsible to deal effectively with these stakeholders, it pays in effectively with these stakeholders, it pays in good will and financial stability.good will and financial stability.

• Monitoring and managing key issues and Monitoring and managing key issues and moving to offset crisis and emergency moving to offset crisis and emergency situations in a situations in a pro-activepro-active way is essential to way is essential to sold corporate relations today.sold corporate relations today.

• The hottest issues in corporate today are The hottest issues in corporate today are the the environmentenvironment, , health and safetyhealth and safety, and , and honestyhonesty toward all stakeholders, especially to toward all stakeholders, especially to the media, stockholders, the government, and the media, stockholders, the government, and special interest groupsspecial interest groups..

Advertising RelationsAdvertising Relations• Advertising writing and Advertising writing and

production is usually production is usually outsourced today.outsourced today.

• Market analysis is Market analysis is imperative; ratings, imperative; ratings, circulation, visits, are all circulation, visits, are all important.important.

• Reach & frequency are Reach & frequency are important.important.

• Media buying is an Media buying is an important part of corporate important part of corporate communication.communication.

• Sufficient advertising Sufficient advertising knowledge and skill are knowledge and skill are essential for a professional essential for a professional communicator todaycommunicator today

Relations with Special Relations with Special Interest GroupsInterest Groups

• There are literally There are literally thousands of special thousands of special interest and activist interest and activist groups in India today.groups in India today.

• If there’s a cause, some If there’s a cause, some group will pick it up.group will pick it up.

• Defending corporate Defending corporate world from frivolous world from frivolous lawsuits and harassment lawsuits and harassment from these groups has from these groups has become a full time job in become a full time job in itself.itself.

Quick gamesQuick games

• Instruction to group:Instruction to group:

• You are invited to a fancy dress party You are invited to a fancy dress party which requires that your costume which requires that your costume says something about you. says something about you.

• What costume would you wear and What costume would you wear and why?why?

• Take two minutes to think of your Take two minutes to think of your answer.answer.

Drawing gameDrawing game

• Equipment required: Pens/pencils and paper.Equipment required: Pens/pencils and paper.

Instruction to groupInstruction to group::

• One person starts by drawing a shape or outline.One person starts by drawing a shape or outline.

• The drawing is then passed to the next team The drawing is then passed to the next team member who must add to the drawing. member who must add to the drawing.

• Time spent by each person in turn on the Time spent by each person in turn on the drawing is limited to 5 seconds. drawing is limited to 5 seconds.

• No discussion is permitted during the drawing.No discussion is permitted during the drawing.

• The drawing must be completed in one minute.The drawing must be completed in one minute.

ReviewReview

• Did the team draw anything recognizable? Did the team draw anything recognizable?

• How easy was the understanding between How easy was the understanding between team members?team members?

• How did team members work differently How did team members work differently on this task?on this task?

• What was the effect of time pressure?What was the effect of time pressure?

• Was there a natural tendency to draw Was there a natural tendency to draw supportively and harmoniously, or were supportively and harmoniously, or were there more conflicting ideas?there more conflicting ideas?

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Coin Logo Ice-breakerCoin Logo Ice-breaker

• Take two coinsTake two coins

• You have one minute to make a personal You have one minute to make a personal logo - representing yourself - from the coins. logo - representing yourself - from the coins.

• Logo should be different and others than will Logo should be different and others than will first make meaning out itfirst make meaning out it

• After that the person will explain the logic After that the person will explain the logic behind using that logo.behind using that logo.

Scope of Corporate CommunicationScope of Corporate Communication• Corporations - Departments with the tasks such as community Corporations - Departments with the tasks such as community

relations and marketing communications dealing with an relations and marketing communications dealing with an organization's reputation and service to clients. organization's reputation and service to clients.

• Nonprofit Agencies - Options ranging from membership Nonprofit Agencies - Options ranging from membership organizations to social and cultural groups, hospitals, and health organizations to social and cultural groups, hospitals, and health care agencies offer public relations opportunities where fund raising care agencies offer public relations opportunities where fund raising is always involved. is always involved.

• Entertainment, Sports and Travel - Communicators in these areas Entertainment, Sports and Travel - Communicators in these areas are usually concerned with are usually concerned with press agentrypress agentry and promotion of and promotion of events. events. PublicityPublicity is an important part of practitioner duties here. is an important part of practitioner duties here.

• *Government and Military - Here communicators focus on *Government and Military - Here communicators focus on promotion of political issuespromotion of political issues (often including lobbying), (often including lobbying), information dissemination about government activities to citizens, information dissemination about government activities to citizens, and information distribution to and about the military. and information distribution to and about the military.

• Education - Higher education opportunities cover Education - Higher education opportunities cover relationships relationships with alumni, faculty and administration, studentswith alumni, faculty and administration, students, and the , and the general public promoting the college image, recruiting students, general public promoting the college image, recruiting students, and raising funds. and raising funds.

• International - With today's almost instantaneous global International - With today's almost instantaneous global communication, intriguing new areas have opened. These areas are communication, intriguing new areas have opened. These areas are particularly desirable for bilingual or multilingual practitioners who particularly desirable for bilingual or multilingual practitioners who are familiar with many cultures.are familiar with many cultures.

Management Perspective in Management Perspective in Corporate CommunicationCorporate Communication

• Strategic and Operational Management Strategic and Operational Management KnowledgeKnowledge

Develop strategies for solving public relations and communication Develop strategies for solving public relations and communication problems. problems.

Manage the organization's response to issues. Manage the organization's response to issues. Develop goals and objectives for the communication department. Develop goals and objectives for the communication department. Prepare a departmental budget. Prepare a departmental budget. Manage people. Manage people.

• Research KnowledgeResearch Knowledge

Perform environmental scanning. Perform environmental scanning. Determine public relations to your organization. Determine public relations to your organization. use research to segment publics. use research to segment publics. Conduct evaluative research. Conduct evaluative research.

Management Perspective in Management Perspective in Corporate CommunicationCorporate Communication

• Negotiation KnowledgeNegotiation Knowledge

Negotiate with an activist public. Negotiate with an activist public. Help management to understand the opinions of particular Help management to understand the opinions of particular

publics. publics. Use theories of conflict resolution in dealing with publics. Use theories of conflict resolution in dealing with publics.

• Persuasion KnowledgePersuasion Knowledge

Persuade a public that you organization is right on an issue. Persuade a public that you organization is right on an issue. Use attitude theory in a campaign. Use attitude theory in a campaign. Get publics to behave as your organization wants ,Get publics to behave as your organization wants ,

Outsourcing of Corporate Outsourcing of Corporate CommunicationCommunication

• Among the most alarming Among the most alarming trends in corporate trends in corporate communications today is communications today is the great amount of the great amount of outsourcing used by outsourcing used by major companies today. major companies today. Nearly 47% of Fortune Nearly 47% of Fortune 500 companies are 500 companies are increasingly increasingly outsourcingoutsourcing communications work to communications work to advertising and advertising and marketing marketing communications agencies communications agencies and public relations and public relations firms.firms.

What does this outsourcing What does this outsourcing trend mean for professional trend mean for professional communication careers?communication careers?

• It really is not a danger It really is not a danger sign of declining corporate sign of declining corporate communication careers.communication careers.

• Rather, it’s a redefinition Rather, it’s a redefinition of the type of corporate of the type of corporate communication practiced communication practiced today.today.

• The growth today in The growth today in corporate communication corporate communication is primarily one of agency is primarily one of agency and firm employment.and firm employment.

Documents

1 Communications theories RAMAKANT SINGH [email protected] 9716885547