10335 Professional Orientation

Assignment 2: Pitch your profession - Corporate & Public

Communication
Speech notes and references

Yolanda (u3243498), Milla (u3260997) and Genevieve (u3264675)

Purpose of Presentation

• Introduction to the corporate and public communication (CPC) industry

• History of corporate and public communication
• Current industry role
• Corporate communication professions
• Profession analysis
• Industry landscape analysis
• Changes to the corporate and public communication landscape
• Future of the corporate and public communication profession
• Question and answer session

Introduction to CPC

Corporate and Public Relations can be defined as a communication channel for

organisations, utilising both internal and external components to maintain an
organisation’s reputation and uphold public trust. CPC can be separated into more
commonly known terms such as Corporate Communications, as the internal component
and Public Relations (PR) as more of an external component. Both are just as vital as
the other in terms of creating and maintaining a successful organisation.

A Brief History of CPC

Some consider the earliest record of the use of CPC, to be the Ancient Greek
philosophers, Aristotle, Isocrates and Plato, although writing for ethical reasons, they
used “the principles of persuasive communication”(Crable, Richard; Steven Vibbert,
1986.) But let’s have a look at some of the most influential CPC examples over the
years.
Probably the most well-known use of PR that is still studied today, is the Nazi Party’s
Propaganda for their rise to power. Their use of Propaganda to promote themselves
and their beliefs was extremely influential at the time and was one of the earlier uses of
PR on such a large scale.
Donald Trump's campaign for the 2016 presidential election was quite the public affair.
It didn't matter what country you were in, the phrase “Make America Great Again” was
heard or seen across the globe, and every day everybody had something to say about
it. From damage control and merchandise to promotional events and debates this
campaign utilised every aspect that CPC had to offer.
The 2023 FIFA Women’s World Cup is the perfect example of how CPC can adapt and
use appropriate and better suiting approaches depending on the country and culture
that the campaign or event is taking place in. The implementation of acknowledgement
of country before every game and the display of the indigenous flags was a very
important and well thought out addition by the team behind it.
The Eras Tour, Taylor Swift's 2023/2024 global endeavour. Who knew a singer could
cause so much chaos and numerous debates amongst the swifties and the Taylor
haters. You either love her or you hate her, apparently there is no middle ground, but
the one thing that everyone can agree on is that they know about her and what she is
doing. The Publicity that she has done for this tour through her personal social media
accounts is very on brand and well thought out to target her audience. Controversial or
not, she is everywhere, and so is her PR team.

Current Role of the Industry

The corporate and public communications industry serves several vital roles in society.
It acts as a conduit for disseminating information, keeping the public informed about
current events and societal issues for organisations/companies. Communication
professionals also play a key role in building and maintaining relationships between
organisations and stakeholders which fosters trust and transparency. Through strategic
messaging, they shape public opinion, raise awareness and mobilise support for causes
(What does a communications specialist do?, 2024). During crises, CPC professionals
manage reputational risks and maintain stakeholder trust through transparent
communication. They promote corporate social responsibility initiatives, facilitate
dialogue and drive economic growth. The CPC industry serves as the link between
organisations and society as they facilitate the flow of information, foster relationships,
shape perceptions, contribute to positive social change and foster meaningful
engagement (Moss, Newman, & DeSanto, 2005).

Some key responsibilities of a CPC professional include:

• Developing communication strategies
• Media relations
• Internal communication
• External communication
• Crisis management
• Stakeholder engagement
 • Digital and social media management
• Brand management
(How to become a public relations professional, 2024).

An example of this is a Public Relations Executive. They are responsible for assisting
with the implementation of PR strategies and tactics. They handle tasks like drafting
press releases, monitoring media coverage, coordinating events and managing social
media accounts. Additionally, handling both internal and external comms within an
organisation and with outside sources (What Are the Duties of a Public Relations
Executive?, 2024).

Professions in the Industry

The CPC industry offers a diverse array of career paths. Professionals in this field can
work across various sectors including government, non-profit organisations,
corporations and public relations agencies. Some of these include:
• Public relations executive
• Publicist
• Freelance public relations consultant
• Public affairs manager
• Corporate communications manager
• Community relations officer
• Media manager
• Communication strategist
• Media adviser
• Marketing manager
• Social media/online community manager
• Fundraising/sponsorship manager
• Communication officer or manager
(Bachelor of Communication and Media (Corporate and Public Communication)
(ARB101.2), 2024)

Required Skills and Attributes

Effective corporate and public communications professionals require a diverse skill set
to navigate the complexities of modern communications channels. Soft skills including
effective communication, adaptability and emotional intelligence are crucial for building
relationships, fostering collaboration and navigating challenges. Hard skills including
media relations, strategic planning and digital marketing tools enable professionals to
execute communication campaigns, manage media inquiries and craft compelling
content. By possessing a combination of soft and hard skills, communication
professionals can effectively convey messages, engage stakeholders and achieve
organisational goals in today's communications landscape Both soft and hard skills are
crucial for professional success as hard skills demonstrate competency in specific tasks
or areas of expertise, while soft skills enable effective communication, problem-solving
and collaboration with others leading to overall effectiveness and efficiency.
(Voloshchenko, 2022).

Soft Skills Hard Skills Attributes

• Communication • Media relations • Empathy

• Interpersonal skills • Writing and editing • Resilience
• Creativity • Strategic planning • Collaboration
• Adaptability • Digital marketing • Attention to
• Problem-solving tools detail
• Teamwork • Crisis management • Strategic
• Emotional • Analytics thinking
intelligence • Public speaking • Confidence
• Time management • Integrity
• Persuasiveness
(Voloshchenko, 2022).

Social Media Manager

A social media manager is responsible for how an organisation or brand is portrayed
online through a variety of channels. From creating social media content, engaging with
an audience, and developing proactive digital plans that align with an organisation’s
strategic objectives, a social media is ultimately responsible for building and maintaining
an online presence and reputation (Social media manager, n.d.).

Publicist

A publicist is responsible for liaising between clients and the public to maintain and
promote their reputation. Pitches and creates content for clients, manages public image,
sets up publicity events. Damage control in some situations to minimise the negative
perception of a client. This profession, although I have yet to fully decide, interests me
due to the personal side of it, getting to know the ins and outs of someone's life and
putting the best side of them forward to the public.

Media Advisor
A media advisor is responsible for managing an organisation's interactions with the
media. They develop strategies to effectively communicate an organisation’s messages,
build and maintain relationships with media outlets, monitor news coverage, create
content to distribute to media outlets and coordinate media coverage for events. A
media advisor plays a vital role in shaping and maintaining the public image and
reputation of their organisation (Media Adviser, Media and Communications Branch,
(MCB), Division of Communications and Strategic Partnerships (DCS), New York, P-5,
2022). I am interested in this role because I think it would be a fascinating role. I also
think this role would suit some of my current skills and help me develop others that may
be lacking based on the skills audit I completed earlier in the year.

CPC Industry Landscape

The corporate communications industry must remain agile to adapt to changing media
landscapes, strategic and political circumstances and organisational priorities to ensure
effective communication (Madden, 2020). The role of a corporate communicator is to
ensure the credibility and reputation of an organisation is upheld and updated in line
with the rapid and ever-changing industry and media landscapes. Corporate
communication has faced many challenges as the landscape has evolved from more
traditional media forms into the modern era.

The 2023 Edelman Future of Corporate Communications Study analyses the current
industry landscape and outlines where the profession is anticipated to grow. Although
the study is focused in the U.S and also in a global context, the report highlights key
findings about the landscape which can be applied in Australian professions also
(Edelman, 2023).

The Australian Government, with Jobs and Skills Australia, has analysed the
employment landscape of the Media and Communication industry in Australia, stating
the Information Media and Telecommunications industry has experienced a decline, and
employment rates have decreased by 1.4% over the last year (Information Media and
Telecommunications, 2023). COVID-19 has been a major impact causing this
employment decline, as many other industries are facing in Australia currently.

In the context of our chosen professions, the role of a social media manager is essential
in adapting corporate communications to the digital era and evolving industry
landscapes (Rizal, 2023). This is described as: “in the modern landscape, social media
is a multifaceted tool that goes beyond mere communication” (Rizal, 2023). Through
effective management of social media channels, this communication platform ensures
that key messages can be delivered, stakeholder relationships and reliability are upheld,
and crisis management can be implemented in a rapid manner in accordance with the
pace of the landscape.

Similarly, a publicist in the current industry landscape must monitor trends, manage
marketing and promotion strategies and implement proactive media plans that uphold
the reputation and integrity of an organisation or public figure through changing
circumstances (What Does a Publicist Do?, 2023).

Lastly, the role of a media advisor must analyse the current corporate communication
and media landscapes and anticipate and implement proactive strategies to align with
this. Media advisors have a good understanding of different media channels and
relations, paired with media monitoring and crisis management to ensure reactive
statements and products are facilitated in a timely manner (Media and Issues
Management, n.d.).

The Evolving CPC Industry Landscape

To sustain within this evolving industry landscape, the corporate communications
industry has made advancements into how the professions operate, however, as this
landscape continues to change, there will always be further adaptations to make. One
significant change into the work of corporate communications, is the need for social
media and implementation of online media sources. The fast-paced digital platforms
provide opportunities for corporate communicators to better engage with journalists,
other professional and the public to distribute media products, in turn maintaining the
reputation and integrity of a department (Raabe, 2023).
As a recruitment effort, corporate and public relations industries are adopting more
flexible and sustainable working arrangements to retain and recruit more employees to
support this changing landscape - such as advocating for remote working, flexible
working hours, and providing further financial incentives to ensure employee satisfaction
and value (Madden, 2020).
For each of our chosen professions, in addition to the previous role analysis, there must
be consideration into how these roles can adopt a digital approach in generating media
products and communicating with audiences to keep up with the landscape (Kruimel,
2023). As Gen-Z, this will come as a second nature for us when implementing this in
corporate communication roles, however heightened expertise for online reputation
management is a primary requirement to ensure organisations can both exist in the
digital era, and maintain integrity with the public.
As the media and communication industry landscape continues to develop, corporate
communicators must also be proactive, and ready to respond to crisis in a fast-paced
and efficient manner (Madden, 2020).
The future of CPC

Centralisation of communications

Notable change in the direction of communicators becoming "value creators," with an

emphasis on their increased influence over organisational strategy. Compared to just
over a third two years ago, more than half of the communications leaders questioned
believe they are strategic partners to business leaders. Responsive/reactive dropped
from 30% to just 10% from 2021-2023. Earning a seat at the table remained consistent
from 2021 to 2023 at 37%. Whilst value creators went up from 35% in 2021 to 57% in
2023.

Centralisation of communications
Furthermore evolving is the structural component of communications operations. The
research illustrates the industry's trend towards centralisation by showing a move away
from decentralised and matrix systems and towards more centralised ones. The trend in
communications functions is towards centralisation; in 2023, 66% of them will have
centralised structures, up from 43% in 2021.

AI’s Future in CPC

Many people both inside and outside of the industry are worried about the possible
predicted threats that are posed by the incorporation of Artificial intelligence (AI) in the
industry. With the largest of said threats being, Manipulation and fake news, Loss of the
human touch and Unification and lack of creativity to name a few.

However, AI contributes by offering sentiment analysis and raw data that are required to
connect earned media publicity and sales performance. In order to help secure future
funding, it also offers historical data analysis, monitors market trends, and assesses the
effectiveness of PR communication activities (Berryman, 2024).

I believe that by incorporating, not taking over the CPC industry with AI will provide an
advantageous component to our industry. Thus making and creating more opportunities
to improve our practises and professions as a whole.
References:

Bachelor of Communication and Media (Corporate and Public Communication) (ARB101.2).

(2024). University of Canberra. https://www.canberra.edu.au/course/ARB101/2/2024

Berryman, N. (2024, March 12). AI in Public Relations: the Benefits and Risks of Change.
Prowly. https://prowly.com/magazine/ai-in-public-
relations/#:~:text=AI%20technology%20helps%20by%20providing,to%20help%20secure
%20future%20budgets.

Bright, E. (2024). What Does A Publicist Really Do? An Inside Look Into This Profession.
Publicist. https://www.publicist.co/the-spin/the-inside-scoop/what-does-a-publicist-do

Campaigns, Inc.: Government by Whitaker and Baxter. (2024). Google Arts & Culture.
https://artsandculture.google.com/story/campaigns-inc-california-state-
archives/GwXxFH7isu_tJg?hl=en

Corporate Communications. (2024). SECNewgate Australia.

https://www.secnewgate.com.au/service/corporate-communications/

Corporate Communications: What It Is, Why It Matters and 5 Main Functions. (2023). Indeed.
https://www.indeed.com/career-advice/career-development/corporate-communications-
functions

Edelman. (2023). The Future of Corporate Communications. Edelman.

https://www.edelman.com/sites/g/files/aatuss191/files/2023-
09/2023%20Edelman%20Future%20of%20Corporate%20Communications%20Study.pd
f

Fifa. (2024). Fifa Women’s World Cup 2023. Fifa.

https://www.fifa.com/fifaplus/en/tournaments/womens/womensworldcup/australia-new-
zealand2023

Forsey, C. (2023, September 20). What is Public Relations? PR Definition Explained. Hubspot.
https://blog.hubspot.com/marketing/public-relations-definition

Herd, J. (2024, February 5). Mastering Corporate Communication In The Modern Age. Forbes.
https://www.forbes.com/sites/forbesagencycouncil/2024/02/05/mastering-corporate-
communication-in-the-modern-age/?sh=77cfdf3b4601
How to become a public relations professional. (2024) Open Universities Australia.
https://www.open.edu.au/advice/careers/media-communications/public-relations-
professional

Information Media and Telecommunications. (2024). Jobs and Skills Australia.

https://www.jobsandskills.gov.au/data/labour-market-insights/industries/information-
media-and-telecommunications

Invictus Ink. (2024, March 20). The Future of PR: How Artificial Intelligence is Reshaping the
Communications Landscape. LinkedIn. https://www.linkedin.com/pulse/future-pr-how-
artificial-intelligence-reshaping-
0ifpf#:~:text=The%20future%20of%20PR%20is,poised%20to%20revolutionize%20brand
%20partnerships.

Kruimel, O. (2023, February 16). Managing corporate communications in 2023? Here’s your
checklist. Mumbrella. https://mumbrella.com.au/managing-corporate-communications-in-
2023-heres-your-checklist-775735

Madden, L. (2020, October 27). How has the role of corporate communications evolved? Six
Degrees Executive. https://www.sixdegreesexecutive.com.au/your-career/2020/10/how-
has-the-role-of-corporate-communications-evolved

Media Adviser, Media and Communications Branch, (MCB), Division of Communications and
Strategic Partnerships (DCS), New York, P-5. (2022). UNFPA.
https://www.unfpa.org/jobs/media-adviser-media-and-communications-branch-mcb-
division-communications-and-
strategic#:~:text=The%20Media%20Adviser%20plays%20a,senior%20leaders%20throu
ghout%20the%20organization.

Moss, D., Newman, A., & DeSanto, B. (2005). What do Communication Managers Do? Defining
and Refining the Core Elements of Management in a Public Relations/Corporate
Communication Context. Journalism & Mass Communication Quarterly, 82(4), 873–890.
https://doi.org/10.1177/107769900508200408)

The Nazi rise to power. (2024). The Holocaust Explained.

https://www.theholocaustexplained.org/the-nazi-rise-to-power/the-nazi-rise-to-
power/propaganda/

Public Relations Managers. (2021). Australian Government.

https://labourmarketinsights.gov.au/occupation-profile/public-relations-
managers?occupationCode=131114
Raabe, S. (2023, April 21). Media Relations in a Rapidly Changing Landscape. LinkedIn.
https://www.linkedin.com/pulse/media-relations-rapidly-changing-landscape-sabine-
raabe

Rizal, P. (2023, December 7). Navigating the digital landscape: The 4 roles of social media in
modern public relations. Commsroom. https://commsroom.co/navigating-the-digital-
landscape-the-4-roles-of-social-media-in-modern-public-relations/

Sharma, P. (2023, October 22). Hype For All Eras: Taylor Swift’s PR & Communications
Masterclass. LinkedIn. https://www.linkedin.com/pulse/hype-all-eras-taylor-swifts-pr-
communications-prateek-sharma

Voloshchenko, J. (2022, April 26). Soft and hard skills for PR-managers. Medium.
https://medium.com/@j.voloshchenko/soft-and-hard-skills-for-pr-managers-
151e4a703297

Waqar, H. (2023, October 23). What Does the Future Hold for Corporate Communications?
Sparrow Connected. https://www.sparrowconnected.com/blog/what-does-the-future-
hold-for-corporate-
communications#:~:text=The%20future%20of%20corporate%20communications,continu
es%20to%20expand%20and%20diversify.

What Are the Duties of a Public Relations Executive? (2024). Learn.org.

https://learn.org/articles/What_are_the_Duties_of_a_Public_Relations_Executive.html#:
~:text=Public%20relations%20executives%20create%20publicity,an%20organization%2
C%20business%20or%20figure.

What does a communications specialist do? (2024). LinkedIn.

https://www.linkedin.com/advice/0/what-does-communications-specialist-do-hmnnc

What does a Publicist Do? (Plus Common Skills). (2023) Indeed. https://au.indeed.com/career-
advice/finding-a-job/what-does-publicist-do

What is a social media manager? (2024). Buffer. https://buffer.com/social-media-terms/social-

media-manager