3. Strategy and tactics

It is very important to observe the directions of information. The main directions:

1) from above from administration to staff: orders, instructions, information at meetings;

The more is the distance the more are losses of information.

2) rising flow – speeches of staff, newspaper articles, mailboxes;

3) horizontal (one-level) when people are working at team (project)

4) inside group

5) between groups

6) informal communication- directions are impossible to determine

Inner publications- news, bulletin ( bulletin is a non- formal, regular information issue for a target auditorium). Bulletin informs personnel on a company’s activities, actions, changes, management, its objective is to make staff sure that they are well informed.

Announcements on a special board is also an effective, fast and cheap method of information spread.

Corporate magazines.

Regular meetings of administration with personnel- for news and exchange of opinions.

Video- and Internet presentations- may be used to attract new staff members and new production information.

Parties- may be used to express gratitude to the staff.

Gender policy- women should feel safety.

Example- DuPond company:

special seminars for women on security;

practical lessons for women how to prevent violence;

practical seminar for managers how to help women;

lawyer support.

Rumors ( improvised news) can destabilize situation in a company. Rumor emerge when information is absent. PR executive must react immediately and act together with the administration: to be honest and to tell all truth, not only the half of it; to be quick and to give real facts, not to repeat rumors; to train the staff how to react on rumors.

Glossary

Corporate- корпоративный, общий

Rumor- слух

Personnel, staff- персонал, сотрудники

Tension- напряженность

Task for office hours- Example of inner PR

Task for IWS- PR tactics in the case of rumors

References

Mandatory

Латынов В.В. Слухи: социальные функции и условия появления// Социс № 1. 2005

Recommended

Андриянов В.И., Левашов В.К., Хлопьев А.Т. Слухи как социальный феномен// Социс №1 2003

12. Corporate Image.

1. What corporate image is.

Image has 2 sides: 1. perception of a company by public based on information;

1. emotional perception.

In corporate terms, you are what people think you are. 97% of managers said image accounts for a significant measure of a company’s successes and failures.

Corporate image is the sum of the entire organization, objectives and plans. It includes the products, services, management style, communication activities and actions. Everything a company is, says and does is component of its image. Building a positive corporate image requires skillful long- term planning. Plans to ensure a positive corporate image should create an impression that will last for years. The corporate image is not a possession of a company. It is rather, the impression which exists in the minds of other people: it is external, not internal. It is neither fixed nor static, but is subject to change.

Corporate image includes many elements: history of a company, its reputation, stability, finance success, etc. False or partial information may form false image.