10/14/2019

INTRODUCTION
CORPORATE COMMUNICATION AND PUBLIC
RELATION
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Hemant Prajapati Roll No.2626

Chaya Thakkan Roll No.2630

STRATEGIES OF PUBLIC RELATION

H&C HANDLOOMS
CORPORATE COMMUNICATION
A corporate communications strategy is the backbone of overall public
relations strategy. It uses brand’s voice to express important messages in a way
that audience will understand.
MEDIA RELATIONS
Media relations is the relationship an organization has with the press. In order
to be successful, one must build a relationship with the correct contact person
for each relevant news outlet to ensure that the business is portrayed well in
the media.
COMMUNITY RELATIONS
Community relations establishes the business’ presence and the perceptions
of others. There are many ways the business can get involved in the
community.

1

CRISIS PUBLIC RELATION STRATEGY
CRISIS MANAGEMENT
Having a crisis management plan in place allows the business to operate as
normally as possible through a crisis and preserve image. Internal and external
communications are especially important during these times to keep the situation
under control. Even if the situation can’t be prevented, the very least you can do is be
prepared.
EVENTS MANAGEMENT
Planning an event is an equally exciting and stressful time for the business. We need
to consider when and where the event will be, who will attend, and so much more.
BE READY FOR SOCIAL MEDIA BACKLASH
The worst thing companies can do is ignore the possibility that a firestorm could
ignite on social media. Smaller organizations can be more guilty of this, and
especially those that are not active on social media. Just because a company is not
marketing on social does not mean their customers won't put them in check on those
platforms when something goes wrong.
FIRST APOLOGIZE, THEN TAKE ACTION
Extending a heartfelt apology is key to moving forward. Not doing so adds fuel to
the fire and delays changing the narrative. Following a public apology, the
company must offer a call to action. They must do something substantial to show that
they are changing their ways moving forward.
MONITOR, PLAN AND COMMUNICATE
Have your social team on high alert, with monitoring at the forefront. If they start
noticing spikes of negativity or increased activity, utilize an already well-versed crisis
plan to proactively respond on social with prepared materials. Never let executives
go rogue and potentially fuel the flames, but do encourage them to apologize
immediately with predetermined and approved key messages.
10/14/2019
Any business, at one point, will face some sort of a public relations
crisis and the way you respond can either give a much-needed image boost
or significantly damage brand, ultimately alienating customer base and
business partners.
TAKE RESPONSIBILITY
First off, don’t try to cover up the PR crisis, it will only worsen the damage.
Instead, manage the situation by taking responsibility, reacting immediately,
and responding to feedback. Instead of arguing publicly, acknowledge
people’s concerns and questions and respond to the right conversations.
BE PROACTIVE,BE TRANSPARENT,BE ACCOUNTABLE
In today’s real-time world of social media, and with critics everywhere,
reputation management matters more than ever and it can be lost in an
instant. The tenets of any crisis communication are to be proactive, be
transparent, and be accountable. When put into action it looks like this:
acknowledge the incident, accept responsibility, and apologize.
THEORIES OF PUBLIC RELATION STRATEGIES
SYSTEM THEORY
System theory can help us in thinking about relationships. It looks at organizations as made
up of interrelated parts, adapting and adjusting to changes in the political, economic, and
social environments in which they operate.
SITUATIONAL THEORY
Situational theory can help us classify or identify publics context to which they are aware
of the problem and the extent to which they do something about the problem. This theory
explains when people communicate and when communications aimed at people are
most likely to be effective.
SOCIAL EXCHANGE THEORY
Social exchange theory is a sociological and psychological theory which can help us in
observing or analyzing the social behavior in the interaction of two parties that implement a
cost-benefit analysis to determine risks and benefits.
DIFFUSION THEORY
Diffusion theory says that people adopt and idea only after going through five steps those
are Awareness, Interest, Evaluation, Trial, Adoption. Diffusion Theory can help us in observing
how people process and accept information.