IMPORTANT NOTES ABOUT AUDIENCES

a) Audiences today are radically different from audiences of

yester-years
b) Much more well-informed, better educated, more
discerning, questioning, demanding, even critical
c) All audiences are not alike. Different groups / categories
may have some commonalities of perception or
need/want, but each type of audience will also have its
own specific POV. So ‘one size fits all’ does NOT apply
d) Audiences today have many more choices
e) Audiences today need to believe, NEED TO TRUST before
they express empathy, and beyond that, loyalty
CORPORATE COMMUNICATION
THROUGH PR
DEFINED

 Corporate communication is the communication

issued by a corporate / organization / body /
institute to all its public(s).

 "Publics" here can be both internal (employees,

stakeholders, i.e. share and stock holders) and
external (agencies, channel partners, media,
government, industry bodies and institutes,
educational institutes and general public).
WHY?

 Commitment
 Leadership
 Quality/Innovation
 Customer relationship
 Social perspective
Corporate Communication encodes
and promotes
 strong corporate culture

 coherent corporate identity

 genuine sense of corporate citizenship

 an appropriate and professional relationship with the press

 quick, responsible ways of communicating in a crisis

TOOLS OF
CORPORATE COMMUNICATION
NEWSLETTERS

 A regular Newsletter is an important channel of

communication for specific ‘captive’ audiences

 However it is critically important that the

newsletter is of the highest quality in design,
layout and contents.
PR ADVERTORIALS

Advertorials are paid public information / service

messages placed in targeted newspapers and
magazines

Advertorials have much higher credibility than

advertisements and may include third party
endorsement for further enhancing credibility
CORPORATE/SPECIAL REPORTS
CORPORATE BROCHURES
CORPORATE VIDEO
 A video documentary is a powerful communication tool. A
well conceived and creatively produced video documentary
comes across as credible and leaves a lasting impact

 It is important for the target audience to have strong trust in

the company they are dealing/working with

 The documentary can be sent to all potential customers and

can be shown in seminars and at other opportunities,
including short versions being aired on targeted TV channels
as paid messaging
UNILEVER CORPORATE VIDEO
ANNUAL REPORTS
SUPPLEMENTS
Thank You!