Modern Corporate Communications: Roles, Functions, and CSR

Role of the Modern Corporate Communicator

(Based on the human aspect)

The Corporate Communicator (CC) is responsible for administering messages to different audiences in order to be viewed positively and consistently, building trust, credibility, and understanding.

• Create an enabling environment and confidence within the organization.
• Transmit the identity of the organization through proper administration of different messages delivered to the media.

Functions of Public Relations

• Information: Establish appropriate channels to facilitate the process of exchanging information and experiences.
• Persuasive: Knowing determined audiences on aspects of organizational relevance.
• Integrative: Understand the internal and external operations. Establish standing with the public and propose relevant measures for the management of relationships.
• Prosocial: Share prosocial campaigns both socially and culturally.
• Researcher: Make the right decisions in the design of strategies. Monitor, review, correct, and complete action programs.

Corporate Social Responsibility (CSR)

• The enterprise should not only generate employment and bring wealth but also community development.
• The public has started not only to expect but demand that the enterprise behaves as good citizens.
• To the enterprise, it is no longer just an ethical condition but an imperative for the success of their businesses.
• CSR: The business vision incorporates respect for ethical values, people, communities, and the environment.
• CSR is seen by the stances of leaders and a broad set of policies, practices, and integrated programs throughout the business operation process that supports the decision-making process estimated by the administration.

Benefits to the Enterprise

• Improved financial performance:
  • The enterprise makes public its commitment to honor their code of ethics.
  • The enterprise with a defined corporate commitment.
  • The enterprise with a solid track record in the environmental area.
• Reduce operating costs:
  • In the area of Human Resources, programs that balance personal life and work reduce absenteeism and increase employee retention.
  • Enterprises can save money through increased productivity and reduced costs of hiring and training.
• Brand image and reputation are among the most assessed strengths.
  • A good reputation and a strong commitment to consumers can build loyalty and trust.

Public Relations and the Media

Goal: Mutual trust between the enterprise and the media.

1. Encourage reporting but without losing sight of business interests. Highlight important aspects of the story.
2. Via unique communication and always open to journalists. The journalist should have the impression that we do everything in our power, so we become a source of information, and we are considered allies and turn to us again.
3. Agile and effective collaboration. Time is a key factor for them. Quick response simplifies work.
4. Truth, not false information. Transparency, a transparent and cooperative attitude. Provide accurate and truthful information. Give the impression of not hiding anything. This is the only way to be credible.

Press List

• Select, classify and connect with journalists and the most suitable media.
• Have the Press List updated.
• Continuous monitoring of changes in the work of journalists, and the birth or disappearance of new media.
• Classify your character information by media, by its fields, and so on.

Press List Information

1. Name of the media
2. Full address
3. Telephone, fax, web page
4. Sections
5. Contact person and to which section they belong
6. Date of the last update

Press Release

• Write only on one side of the paper, creating folios marked with the enterprise's logo.
• Write double-spaced, with good margins.
• Do not underline anything.
• Use a title at the beginning.
• At the end, include a phone number, email, and ask people for more information.

Press Conference

1. Selection of media and journalists invited.
2. Elaboration of a press kit in a folder.
3. Set date and time. Not Monday. Between 12:30 and 13:30. Offer an aperitif at the end.
4. Writing and sending invitations 4 or 5 days in advance. Indicate the clear reason for the conference.
5. Call guests to confirm attendance.
6. Hold in place.
7. Seek assistance from top-level management of the enterprise and those who are more credible and have greater knowledge of the enterprise.
8. Control assistance. Objective: send information to those who did not attend.