ASSIGNMENT 19.1

N G U Y E N B A L O CN G U Y E N N G O C T R A M

Corporate PR

E m p o w e r T h e N e x t M a r k e t i n g G e n e r a t i o n

What is Corporate PR?Corporate PR is a factor for every company to implement public relations practicewithin established organization through effective internal corporate communication,experience and the expertise to protect and promote corporate reputation andcorporate image of an organization across a wide range of sectors.

• managing the firm’s standing and reputation,• media relations,• relationship with non-governmental bodies and opinion leaders,• internal communication,• managing critical situations,• the B2B communication,• corporate programmes relating to social responsibility (CSR).

Functions of Corporate PR

Elements of Corporate PR

Corporate PR

Corporate Citizenship

Corporate Communic

ation

Corporate Ethics

Elements of Corporate PRCorporate Citizenship (CSR)

A company’s role in, or responsibilities torward

society. It is alse called as Corporate

Social Responsibility

Elements of Corporate PRCorporate Citizenship (CSR)

CSR is a process with the aim to embrace responsibility for the company’s action and encourage a positive impact

through its activities on:

employees communitiesthe

environment

consumersStakeholders and all orther

member of the public sphere who many also be considered

Elements of Corporate PRCorporate Citizenship (CSR) - Example

L’OREAL CITIZEN DAY is annual CSR activity of this corporate: Plant 1000 trees at Can Gio Province to express the friendly attitude to environment from L’oreal

people, prove the corporate responsibility to society, here is environment.

Elements of Corporate PRCorporate Communication

Corporate communication is a management function or department, like marketing, finance, or operations, dedicated to the

dissemination of information to key constituencies, the execution of corporate strategy and the development of messages

for a variety of purposes for inside and outside the organisation.

The department usually oversees communication strategy, media relations, crisis communications, internal communications, reputation management, corporate responsibility, investor relations, government affairs and sometimes marketing

communication. The person running the department is the chief communications officer of the firm

Elements of Corporate PRCorporate Communication

The department usually oversees communication strategy, media relations, crisis communications,

internal communications, reputation management, corporate

responsibility, investor relations, government affairs and sometimes

marketing communication.

E m p o w e r T h e N e x t M a r k e t i n g G e n e r a t i o n

Elements of Corporate PR

The department usually oversees communication strategy, media relations, crisis communications, internal communications, reputation management, corporate responsibility, investor relations, government affairs and sometimes marketing

communication. The person running the department is the chief communications officer of the firm

Elements of Corporate PRCorporate Communication - Example

FOR WOMEN IN SCIENCE is the annual award of L’oreal Global together with UNESCO, include L’oreal Vietnam to consecrating & reward the most excellent female scientists – to improve the position of women in science by

recognizing outstanding women researchers who have contributed to scientific progress.

Elements of Corporate PRCorporate Ethics

Corporate ethics corporate 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

Business ethics are implemented in order to ensure that a certain required level of trust and transparency exists between consumers and various forms of market participants with businesses and corporate governance.

Elements of Corporate PRCorporate Ethics

It applies to all aspects of corporate conduct and is relevant to the conduct of individuals and entire organization.

Business ethics are implemented in order to ensure that a certain required level of trust and transparency exists

between consumers and various forms of market participants with businesses

and corporate governance.

Business ethics are implemented in order to ensure that a certain required level of trust and transparency exists between consumers and various forms of market participants with businesses and corporate governance.

Elements of Corporate PRCorporate Ethics - Example

Educatingto science

Diversity*GenerousBeauty

Environment- Sustainability

* Diversity: L’oreal integrates the concept of diversity at all levels of the company to carry out its mission: beauty for all

“Onion” of Corporate PR elements

Elements of Corporate PR

Corporate Ethics

Corporate Communication

CSR

Corporate Communication

CSR

CSR

CSR

PUBLICCORPORATEREPUTATION/ IMAGE