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Lesson 18

Mass communication handout lesson 18

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Lesson 18

Mass communication handout lesson 18

Uploaded by

nailanaeem885
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Introduction to Public Relations (MCM401)

MCM401
Lecture No. 18
OVERVIEW
Public relations a very vital role in the image building and developing identity in
the corporate structure. This lecture will identify and explain various aspects and
highlights of public relation relations activity in the achievement of this objective
and helps in developing the basic psyche of image and identity. This lecture will
also cover elements of corporate image and identify corporate identity essentials
and basic components of corporate identity.

Corporate image & Corporate identity

These are basically 2 different things.

One should always remember that corporate image is mental i.e.


What one thinks about the company?; while corporate identity is physical .
i.e. how one sees or identifies it?

Elements which constitute a total corporate image.


1. The date of founding of company.
2. It has plants / factories all over the country.
3. It makes building materials, but diversified in aluminum windows.
4. It has excellent industrial relations record & has a profit sharing scheme.
5. Chairman/CEO plays an important role in trade association affairs.
6. Share prices are steady but rising, dividends are conservative, and profits
have been invested in new factory equipment.

Elements involved in corporate identity.


1. Paint on vehicles & other forms of transportation.
2. All stationery, invoices, business cards, letterheads etc.
3. Name displays on factories, head office buildings etc.
4. Exhibition stands, showrooms, mobile exhibitions etc.
5. Sales literature, price lists, catalogues, etc.
6. Labels, packaging & containers.

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© Copyright Virtual University of Pakistan
Introduction to Public Relations (MCM401)

7. House journals.
8. Instructional leaflets, service manuals.
9. Uniforms, overalls, caps, lapel badges etc.
10. Point of sales display materials.
11. Advertisements in all visible media.
12. Credits on Video tapes & slide presentations.
13. Diaries & calendars.
14. Giveaways, company ties etc.
15. Annual reports.

CHECKLIST OF THINGS WHICH AFFECT CORPORATE IMAGE.

1. THE AFTER MARKET.


2. IS ADVERTISING CREDIBLE?
3. IS YOUR WEBSITE CREDIBLE?
4. HOW GOOD ARE YOUR INDUSTRIAL RELATIONS?
5. HOW CONVENIENT IS YOUR PACKAGING OR DELIVERY SERVICES?
6. HOW GOOD ARE YOUR TRADE RELATIONS?
7. HOW DOES THE STOCK MARKET TREAT YOU?
8. HOW DO PEOPLE LIKE YOUR PREMISES?
9. HOW DO YOU DEAL WITH THE CORRESPONDENCE?
a) What is the quality of your correspondence?
b) Are your letters replied the same day?

CORPORATE IDENTITY ESSENTIALS

1. IT SHOULD BE DISTINCTIVE.
2. EASILY RECOGNIZABLE.
3. EASILY REMEMBERABLE.
4. IT SHOULD BE CHARACTERISTIC.

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© Copyright Virtual University of Pakistan
Introduction to Public Relations (MCM401)

BASIC COMPONENTS OF CORPORATE IDENTITY:

A. LOGO
B. COLOUR
C. SPECIAL TYPEFACE.
D. TRADE CHARACTER.
E. PERMANENT SLOGAN.

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© Copyright Virtual University of Pakistan

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