PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials

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Fundamentals of Public Relations MCM 401

Lesson 18

PUBLIC RELATIONS AND CORPORATE STRUCTURE

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.

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?

Fundamentals of Public Relations MCM 401

Corporate Identity Essentials

IT SHOULD BE DISTINCTIVE.

EASILY RECOGNIZABLE.

EASILY REMEMBERABLE.

IT SHOULD BE CHARACTERISTIC.

Basic Components Of Corporate Identity

LOGO

COLOUR

SPECIAL TYPEFACE.

TRADE CHARACTER.

PERMANENT SLOGAN.

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