Corporate PR

Corporate PR / corporate communication is managing an

organization’s internal & external communications & relations to

maintain, protect & promote corporate’s reputation and image

across a wide range of sectors

Definition

Public Relations

It’s about managing a company’s relationships

with the public

vs

Definition

Managerial functions

Operative function

Advisory function

Investors

Keep current investors happy, secure new investment...

Government

Get a ‘license to trade’, reduce regulation...

Local community

Planning permission, reduce complaints...

Media

Get exposure to win custom, reduce any negative press...

Consumers

Persuade customers to buy your products or services…

Employees

Equip staff to do their job, keep best employees…

External

Internal Contents

To whom?

Contents

Corporate Reputation

Managements

Social responsibility

Crisis Management

Emotional Appeal

Financial performance

Products & Services

Vision & Leadership

Workplace Environment

Case study Internal corporate communication

From 16/4, all FPT members can

directly send greetings, register

records on the occasion of

celebrating "Niềm tin FPT - 1/4 thế

kỷ" on the specialized site

http://25.fpt . com.vn

Vietcombank branch of Quang Ngai held a gratitude

Conference for 600 customers include retail banking

units paid through bank's account.

Financial Performance Case study

2013, despite the difficult economic situation, but

Vietcombank Quang Ngai still achieve high growth rates.

Total loans Vietcombank Quang Ngai end of 2013 is up to

nearly 9,500 billion, increase 30% compared to 2012.

Among them, the contribution of the retail banking

sector is 830 billion, the highest ever. Amount of raising

capital reached a rather impressive 2,800 billion, which

accounted for 50% retail volume.

Case study Emotional Appeal

The Body Shop holds a lot of campaigns

to emotionally prove that the true beauty

comes as naturally,

both from the outlook and from the

actions

Crisis

Crisis management

The crisis started with a piece of news on Sai Gon Giai Phong that accused Nutifood of using poor materials on manufacturing

- Contact with trustworthy presses (Thanh Nien, SGGP, Nguoi Lao Dong, Cong An, Phap Luat TP.HCM…) to momentarily pause reporting unverified news

Ask for the community to wait for official announcement

Hold press conference to clarify the issue Strongly & widely deliver the good result of the press

conference to the community Testimonials of the related authorities

Crisis management 2004 Case study

Dream The Blues

Samsung-Chelsea FC

In 2013, Samsung has upgraded Samsung-

Chelsea FC club, a platform for football

loving kids, and fit it into the global

campaign, named “Dream The Blues.” The

main concept is Samsung helps football

loving children in each country to start

their dream while participating in the

football camps. Corporate Social Responsibility

Case study

Dream The Blues Samsung ‘s mission is to provide consumers with the most memorable football experience in connection with

Samsung & Chelsea

Tailored to Vietnam, Samsung TV plays an actively supporting role in accomplishing the mission

Corporate

AV

Samsung brand’s role: accelerating discoveries and opportunities.

OBJECTIVE

Strengthen & integrate Samsung TV’s role into the campaign

Real-time Updates on key media

VNE HOMEPAGE

THANHNIEN ONLINE HOMEPAGE TUOITRE HOMEPAGE

ZING HOMEPAGE LAODONG HOMEPAGE

HTV

VTV

AVG

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