COMMUNICATIONS.

The goals of corporate communications

 

The goal of corporate communications is to maintain and build the reputation of a University. The director of corporate communications defines, develops, and assesses the corporate communications strategy with the corporate communications team. The corporate communications strategy involves:

 

• Defining the organization's values and identity.

• Identifying and monitoring/tracking issues or potential problems.

• Communicating with the media, with public officials, and with stakeholders.

 

Corporate values and identity

 

The mission statement is a public declaration of how the organization conducts its business and expresses a commitment to being responsible corporate citizens with high corporate governance standards.

 

Tools of corporate communications

 

• Corporate advertising.

• Media relations.

• Financial communications.

• Investor Relations Center.

• Internal communications.

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Public relation

 

PR involves establishing and maintaining goodwill and understanding between a University and its public. Public relations firms are experts in media relations, public affairs, and advising on public authorities' strategies.

 

Media Relations

 

Public relations firms and agencies can:

 

• Advise clients on media relations.

• Provide media training.

• Design media kits.

• Organize press conferences or media briefings.

• Write fact sheets.

• Prepare news releases or press releases.

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What is crisis communication?

 

Whether a defective service causes a crisis or an accident, the University must manage it. Beyond tackling the problem, crisis management involves establishing effective crisis communication. The crisis communication team must defend the University's image against the negative impact of the crisis.

 

Most big Universities already have a crisis communication plan that identifies potential crises and communicates with stakeholders during these crises. Stakeholders include external audiences and internal audiences.

 

A strategic reaction is to go public by communicating honestly and quickly to the general public. Refusing to comment will encourage the spread of rumors and leaks.

 

A designated spokesman represents the University in front of the media. The University's public relations (PR) department, media center, or media desk makes official statements and monitors media reactions.

 

Effective crisis communication can:

 

• Minimize the damage caused by the crisis.

• Preserve and protect the reputation and credibility.

• Rebuild public confidence.