[CC} Study Guide_NM

Corporate Communication Study Guide

CORPORATE COMMUNICATION

Monday, 8 January

Office hours:
Thursdays 10 to 12
Fridays 10-11
office 0711- dpto Empresa Informativa

What do we all have in common?
Communication

Tricks of this trade
Think-Respect- Analyse- Discuss-Educate

She wants to build our Identity Capital: The capital which you build over time with everything
you do.

• It grows when you do interesting/inspiring things
• It decreases when you lay in bed all day watching tv

Final PR project:
1. Differences between marketing, advertising, PR and corporate communication
2. Reputation management
3. Internals/employee communication
4. History of Public Relations (20th century)
5. Lobbying
6. Public Affairs
7. Crisis Communications
8. Event Planning
9. Media Relations
10. Non-Profit
11. Corporate Social Responsibility
12. International Public Relations

lunes 15 de Enero
1.Introduction and professional context

• What is it?
• Why does it matter?
• The changing environment of business.
2. The practice of Corporate Communication
• The importance of strategy in communication
• Communication programs and plans
• The industry of Corporate Communication and Public Relations
3. The theory of Corporate Communication: related concepts and elements
• Propaganda
• Public Relations
• Corporate Communication

What is corporate communication?
1. It is
• Media Relations

• Creating and maintaining relationships with stakeholders
• Showing identity (mission, values….) and managing your corporations image.
• About reputation
• Crisis management
2. It is not
• Selling a product
• Propaganda

What is it about?
• Black kid in hm using the coolest monkey in the jungle sweatshirt

Legitimacy gap:
It represents the perceived difference between and institutions performance and a society's
expectations for right and proper performance.

Public information and awareness campaigns:
Purposive attempts to inform or influence behaviors in large audiences within specified
time period using an organized set of communication activities and featuring an array of
mediated messages in multiple channels generally to produce noncommercial benefits to
individuals and society.

• The use of striking situations is common (example of giant cigarettes), and we
typically aim to promote socially acceptable behavior or prevent problematic
behavior.

Lunes 22 de enero

Public information and awareness campaigns

What is storytelling?

The art in which a teller conveys a message (truth, information, knowledge. or wisdom) to an
audience- often subliminally- In an entertaining way, using whatever skills to enhance the
audience enjoyment, retention and or understanding of the message convey.

Why does it work?
• Storytelling is the art of telling stories in a beautiful way
• Its a means for sharing and interpreting experiences
• Stories are universal: they can bridge cultural, linguistic, and age related differences.

why does storytelling work? According to Christian Salmon (2010)
1. We prefer engaging with narratives to wrestling with raw data
2. We are inclined to accept those claims that fit our narratives
3. It is easier for people to sell us a story than it is for them to convince us of isolated
facts
4. Advertisers, politicians and communicators are aware of these tendencies.

Therefore:
• Narratives become a new way to mobilise the audience
• Stories become “Weapons of mass distraction” to make you feel part of the story.

Examples of storytelling: Campofrio

• Media relations (press offices): New appointments to lead vatican press offices.
Internationalisation:

• Media relations is a special function of public relations that sustain positive
relationships with media gatekeeper. (Who are the gatekeepers: media relations and
journalist)

• The media gatekeepers decide what’s going to pass to the world.
• The media relations activities are two: press releases and press conferences.

Press conferences should have two purposes. Distribution of information to the media and the
second witch is very important is answering questions from reporters.

Journalist needs sources of information. In order to have a good relationship (media
relationship) with journalist you need to be patient and not be always calling him you should
be a source of information for both good and bad times.

Press conference and … bad media relations?
• Donald Trump kick jOrge Ramos out of the press conference

Media relations:
• Invite journalist for meal in the UK so they could see how good they are
• Bad reputation and perception management
• lidl surprises

Activism: Greenpeace and Orgs
Holograms for freedom

Lunes 29 de enero
Read: The little prince

“The most beautiful things in the world cannot be seen or touched, they are felt with the heart”
-Principito

After today's class you will be able to understand:
• Public affairs, lobbying and crisis communication
• The relationship between publicity and events
• Why today's business environment needs communication
• one more

Public affairs: “Two guys go to the cinema” / Cinema Texas
• 21% tax on movies (lobbying)
• They did a stage play to get charged less of two guys watching a film

Public affairs and then comes lobbying as a specialized part of public affairs
• Public affairs can be defined as a specialized part of public relations that builds and
maintains organizational relationships (corp. relationships) with governmental
agencies and also with community stakeholders to influence public policies.
• Lobbying is a specialize part of public relations and public affairs that builds and
maintains relations with the government. Primarily to influence legislation and
regulations. The stakeholders of lobbying are members of the government. Public
affairs are a little bit wider than lobbying.

Crisis communication: Not fun but interesting.

• Effort taken by a corporation/institution to communicate with stakeholders when
unexpected events occur that can affect the companies’ reputation or image.

• Crisis management and crisis communication are different.
• Ex: Germanwings flight 9525 150 passengers. Video: Lufthansa

Fundraising: Video: Médicos sin fronteras Madrid

Event planning: Planned event design to attract the public’s attention people’s attention and
media’s attention, to an organizer or his cause. (STUNT, generates publicity)

Publicity: Unpaid dissemination of facts, ideas, news, products about one specific brand,
person or organization. Publicity is not advertising, is unpaid (NO ES PUBLICIDAD)

o Characteristics:
1. Uncontrolled method of placing messages in the media
2. Generally, publicity is shot-focused. YOU can attract attention for little.
3. It can be positive or negative, depending of the behavior of a company

o Advantages of publicity compared to advertising:
1. It can be more credible.
2. It has higher news value (If journalists consider your information not

interesting enough it won’t appear in media)

o Vehicles:
1. Press releases. (are the most common and reliable source)
2. Events
3. Feature articles, can be very important. But they use as they want.
4. Caption of photos.

Communication for nonprofits and nongovernmental organizations:

Ex:
• Dislife Russia- More than a sign
• Food fundraising, accion contra el hambre experiment comparte

Why does corporate communication matter. Origins and changing environment. A working
definition.

Part 1: Theoretical context for the practice of corporate communication: classical assumption
of mass media theory: mass media shape public opinion.
why?

1. Mediators and spoke people for institutions
2. Institutions communicate only for commercial interest.
Media as instruments of power and dominance??

However
• The right to freedom of speech and expression + the right to be informed (to access
information) = information should not be the exclusive domain of the media. Institutions
are entitled to send out information.

¨Error of opinion may be tolerated when reason is left free to combat it” “Thomas Jefferson¨

Theoretical context for the practice of PR
communication is an strategy for:

1. Survival: but must remember its social.

Democracy has help communication: Political context + information markets = Omnipresence
of speech as a tool to legitimate institutions.

Why corporate?
Definition: In the 1970’s public relations was used to describe relationships with pubics..
FINISH THIS

Stakeholder: Any group or individual who can affect or is affected by the achievement of the
organization's objectives.

• People can mobilize themselves against or for the organization on the basis of some
common issue or concern to them.

LUNES 5 DE FEBRERO

UNDERSTAN WHAT CORPORATE COMMUNICATION IS AND WHY IT MATTERS

Corporate Communication Definition

A management function that offers a framework for the effective coordination of all internal
and external communication with the overall purpose of establishing and maintaining
favorable reputations with stakeholder groups upon which the organization is dependent.

o As institutions and corporations, we need to communicate thinking in the long term.
o Corporate communication has to have a regular effort inside organization. We must

communicate in a regular basis
o Reputation, trust, credibility and knowledge based on transparency

The four P's of public relations
1. Purpose
2. Principles: it is difficult to communicate without your principles and values
3. People: Always remember you deal with people, not consumers
4. Processes: Communication is a process (there are 4 steps). Everything has a
consequence and you have to darle seguimiento al process

Characteristics of Corporate Communication:
• It is about relationship building and reputation management
• it must create value for the organization. Reputation is a long-term indicator of
communications value creation
• It includes deliberate efforts to formally communicate
• It is the voice that corporations and institutions use to interact with the outside world
and includes many activities
• It happens when an organization needs to communicate a message to inform and/or
persuade public opinion, consumers, media, investors, and other stakeholders.

Ex:
o What happened to El Pozo yesterday? (Feb 4, 2018)

o NGO Igualdad Animal discovered poor conditions in farms of El Pozo. Tv show
“Salvados” covered the issue.

o Activity: If you were in charge of external relations in El Pozo, what would you say?
How? What kind of platforms would you use?

1. Introduction and professional context
Lesson 1: Introduction to Corporate Communication (Cx2). What is it?

What is a communication plan?

“The formulation and implementation of an organization communication strategy in several
steps¨

A communication plan is strategic because…
- It is strategic because it is going to be scientifically managed, it is not spontaneous.
- It includes goals and objectives
- It depends on the overall strategy of the company- Communication plan must be
related to the mission, vision and values of the organization. Communication plan is
not independent.
o The mission is supposed to remain unchanged over time
o The difference between mission and vision

4 Steps of communication plan:

1.Research and problem statement
• What’s happening

2. Planning and programming?
• What should we change

3. Implementation or communication
• What should we do and say? Who? When? Where? How?

4. Evaluation
• How are we doing or how did we do?

The communication plan its idea might seem obvious but it’s not. it must be related to the
mission, the vision and the values of the organization. Our communication plan is not going to
be independent it must be very dependent.

STEP1.Research and problem statement
• Situation analysis: collection of all that is known about the situation. It contains all the
background information needed to illustrate in detail the meaning of a problem
statement.
• Problem statement: concise description of the situation, often written in a sentence.
• Without researching a problem situation, practitioners run the risk of acting like the six
blind men from indostan.

lunes, 12 de febrero

What is research in PR?
Research is the systematic gathering of information to describe and understand situations and
to check out assumptions about publics and PR consequences.

When do professionals carry out research?

Types of research, depending on two purposes:
1. Formative: to lay a foundation or to inform a plan (prior to the plan)
2. Evaluative: to determine/evaluate whether tactics meet (or met) objectives (during or/
and after the plan)

• If budget is low people tend to sacrifice the formative research
• Methods of research: Surveys, interviews, focus groups, observation, content analysis
• After conducting research and analyzing the situation you have to write in one

sentence what the problem is.

STEP 2. Planning and programming
• Practitioners must determine what goal is desired, either to mitigate the problem or to
capitalize on the opportunity, and then devise a strategy for achieving that goal.

• Tactics and Strategy: The difference is that Strategy is the overall plan of action and
tactics is narrower. For a specific target. Our strategy the ladder, tactics the steps.

• Elements:
1. Goals setting
2. Strategy planning: strategies, key publics and tactics.

STEP 3. Taking action and communicating
• Implementation is the coordinated execution of both strategies and their tactics.
• Message content, selection of delivery channels and dissemination.

Tools and tactics:
1. Press releases- press conference. To see yourself in camera is really good to improve.
Smile.
2. Brochures and other printed material.
3. Websites and blogs (social media), “community manager”
4. Advocacy advertising and issues management
5. Event planning
6. Activism
7. Conferences
8. Lobbying
9. Public information and awareness campaigns
10. Fundraising

Communication Plan
Step 4: Evaluation

• Evaluation is not simply a postmortem exercise but an ongoing process and a
means for managing continual improvement in PR

Exercise:
To sell a war
“The 20th century was the century of propaganda”
(Jurgen Wilke)
The Persian Gulf war

1. First real time war
2. not an American War motivated by economic and political interest, but not by military

threat against the us.
3. Motivated by economic and political interest, but not by military threat against the us

4. A unique rhetorical challenge to bush and his administration, American politicians and
the military after Vietnam.

Provide a critical analysis.

1. Do you think this was in fact a communication plan?
• It was not because it was based on a lie and that is not communication. People were
manipulated.

2. What were the main goals of the plan deployed by Hill and Kolton.
• Convincing people to go to war, changing publics opinion towards military intervention.

3. What was the strategy (messages, key publics and tactics)?
• The strategy was to cover up economic interest. Strategy to evoke an emotional
response. Negative about Iraqi troops. Selling Saddam Hussain as a monster.

4. Do you think this was an effective communication plan?
• It provided a lot of publicity towards the issue which was effective.

Incubator report, school girl story. Iraqi soldiers took babies out of incubators. 15 yrs. old girl.
312 babies died (tactic). A step of the overall strategy.

Lunes 19 de febrero

After today’s class, you will be able to:
1. Describe and follow the four steps of a communication plan
2. Explain the differences between grassroots and astroturfing
3. Have an overview of the public relations industry
4. Name the leading communication consultancies worldwide.

Teachers own analysis:

1. Research and problem statement:

Type of research:
a. Formative research (prior to the plan to lay a foundation):
• They talk about two main researchers, focus groups and surveys for evaluative
research.
• They did focus groups conducted by the Wirthlin group. ( A great focus group is
between 8 to 12 different people).
• Focus groups (gives you qualitative information) identifies attitudes and it gives you
people’s motivation for doing things.
• You need to have a good moderator to ask between 6 – 10 well thought questions.
Some of the findings of this research: public “ignorance” about Kuwait, Vietnam
precedent
• Open questions for providing motivation information and more overall information.
• 2.6 million dollars worth of surveys and research.
• Some of the findings of this research: public “ignorance” about Kuwait, Vietnam
precedent
b. Problem Statement:

• There was a negative public opinion of the prospect of a war. USA already went to war
with Vietnam, so they weren’t interested in another war and they didn’t even care much
because they did not know Kuwait before the “incident”

2. Planning:
a. Goal: Altering public opinion perception of a military invasion, raising awareness and
popular support for a hypothetical military intervention against Irak
b. Strategies:
• Informative: Providing information about Kuwait (put the country on the map)
• Emotional: Evoke emotion and through patriotism, portray an even worse image
of Saddam Husain and inform people about Kuwait
c. Publics:
• Media, politicians and citizens

d. Tactics:
• Fundraising stands, events.
• Information material for the media (daily newscast, video releases and
soundbites) for example, we can see in this case, the video of the testimony, or
videos of people praying for Kuwait
• Media training and image improvement (Kuwait's ambassador)
• Meetings with politicians

e. Third party endorsement***:
• Citizens for a free Kuwait . American government and Kuwait, They decided to
create a third party that had nothing linked to them
• Third party endorsement: Is the creation of an association that apparently has
nothing to do with the parties involved in a conflict. It is this third party who asks
for involvement or else defends a position without apparently not being involved.

Related terms

i. Grassroots: Spontaneous movement that lacks in powerful people and resources. It is
driven by politics of a community and it involves recruiting, training and mobilizing people
to raise awareness and advocate to positive change. Example: Mayor of Barcelona did
a grassroot movement to get to be the mayor. “Afectados por la hipoteca” was the
movement she organized to get power.
▪ The term implies that the creation of the movement and the group supporting it
are natural and spontaneous. Scarce resources.
▪ Barcelona governor made a grassroot for mortgage “Plataforma afectados por la
hipoteca”, he allied with political parties and then he became the mayor of
Barcelona.

ii. Astroturfing (astro turf): A type of initiative that seeks to gain entry into popular culture
under the guise of appearing to be a spontaneous movement.

▪ They appear to have no resources and be spontaneous while they have actually
been thoroughly planned and have enough resources.

▪ Result: IN the absence of widespread support for a position, some unseen entity
manufactures the appearance of it.

3. Implementation:
1st stage: Information campaign

• For citizens: socio-cultural messages (conferences, events, fundraising stands,
rallies…)

• For the media: background information (press releases, daily newscast, tempting
sound bites..)

• For politicians (Public Affairs): media training and improvement for Kuwait’s
ambassador image, speech writing, lobbying, institutional contacts...

2d stage: Disinformation campaign
• Hill and Knowlton makes up an emotional (newsworthy) event that builds political and
social consensus: Nayirah testimony. Produced a lot of publicity
• IN THIS STAGE, IT IS NO LONGER A COMMUNICATION PLAN BECAUSE OF THE
LYING AND MANIPULATION. BY LYING, YOU ARE NOT COMMUNICATING
o Result: massive media coverage

4. Evaluation:
• Successful strategy and tactics:
o raised the amount of people who were in favor of American Intervention in
Persian Gulf from 37% (November) to 84% (January)
PROPAGANDA AN PERSUASION: “THE MOST SURPRISING ASPECT OF
THIS PROPAGANDA EFFORT ... BUSINESS AS USUAL“ pg. 278

Part 2:
The practice of Corporate Communication

Lesson 2:
• The importance of strategy:
• Communication programs and plans
• The industry of Strategic Communication

THE INDUSTRY OF STRATEGIC COMMUNICATION
PEDIR NOTES DE ESTA PARTE

19 de febrero 2018

The practice of Corporate Communication

Lesson 2:
➢ The importance of strategy:
o Communication programs
➢ The industry of Strategic Communication

In house department: Public relation unit that function as a house inside the business facilities
and are inter dependent
Disadvantages:

- Practicing PR In-house →less people and cannot manage communication activities
because we don’t have resources and less creativity

- Less contact in the media and less people
- Lack of impartiality
Advantages
- Loyalty of people working at the department and they work just for your company
- More motivated people, don’t need to think on other businesses
- Safe time during a crisis
- Can have access to historical confidential material that you may need at some point

about your company

Public relation consultancy is a company that works as a strategic partner for a number of
clients or companies often across different sectors (Ngos, lobbying) and they offer different
communication services to build, protect reputation

Disadvantages
- More expensive, pay them per/hour
- They need more time to understand the company and problems facing

Advantages
- Maximize knowledge and minimize risk
- Stronger list of contacts
- They have expertise with great knowledge and got a wider range of skills and so
depending on what you need, you have to decide
- Sometimes if you have enough money you can have consultancies to organize big
events

The main PR consultancies in the world:
- CHART
o Llorente y Cuenca
o Atrvia
o Appletree Comm.
o Marco de Communic.
o Evercom
o Edelman
o Ketchum
o Weber Shandwick

*All of them had grow

lunes 26 de febrero,

After today's class, you will be able to:

1. Identify Propaganda
2. Define Propaganda

A propaganda example:
Help Catalonia

• We are European citizens and we believe in European rights, just like yo , we need
your help

• Values under attack
• People attacked for going out to vote
• The Spanish government declared the vote illegal
• Democracy and freedom
• It concern every European citizens
• HELP CATALONIA, SAVE EUROPE

Sender (official): Omnium Cultural (released on oct)

Omnium cultural has worked for over fifty years as a civil society agency to promote the
Catalan language and culture to disseminate Catalonia’s will for freedom.

Goals: In recent years one of their aims has been to assist Catalonia in its quest to become a
new independent state.

Contents:
• Compelling narrative: The video tells a good current story.
• The video takes you in an emotional roller-coaster
• Mobilization (to put in a state of readiness for active service, to motivate people to do
something about something)
• Publics: (international community): opinion leaders (European citizens, politicians. EU
officials, European media…) and public opinion (mainly young people, willing to sign
a petition and put pressure on the Spanish Government)

INTRODUCTION:
1. Definition
2. Nature
3. Typologies
4. Conclusión

Introduction to Propaganda:
• An accepted part of all communication studies
• Revival of interest in the important role of propaganda in different areas
• However…
o Inappropriate (ab) use of the term
o Controversial subjeCT
o Neutral technique: which only in its specific application becomes “good” or
“bad”.
• Origins of the term: Pope George
• Aim and purpose:
o Aim: control (deliberate attempt to alter or maintain an established balance of
power that is advantageous to the propagandist)
o Purpose: to achieve acceptance of the propagandist ideology by the people to
reinforce or modify attitudes, behaviours, or both.

Introduction to Propaganda
• Propaganda is the communication of a point of view with the ultimate goal of having
the recipient of the appeal to come to “voluntary “accept this position as if it was his or
her own.
• Propaganda is almost always persuasion but not manipulation, the difference is that
after being [persuaded you can say oh I’ve never seen it in that way but when
manipulated you are not aware of that.
• Propaganda is intentional, is premeditated, Is premeditated because it is carefully
planned.
• Sometimes they shape perceptions, the way you see things. They could use words or
images. Sometimes images are more powerful than words.
• The main goal is to create a specific state in an specific audience.
• If you are manipulated usually you are not aware of that.
• Cognitions may be manipulated through propaganda. They are trying to mobilize
people -> achieve response.
• Furthers: there’s something more important than the propagandist goal which is the
ideology that they want you to believe

What is propaganda?

• The deliberate, systematic attempt to shape perceptions - sometimes manipulate
cognition- and direct behaviors to achieve a response that furthers the desired intent of
the propagandist. (Jowett and O'Donnell, 2012)

• So, in summary, propaganda is:
o Ideological and persuasive communication , motivated by an individual or group,
to spread an ideology to win over followers/converts to the propagandist’s ideology.

• Definition of propaganda….
• One-way communication model
• Contents: opinion, symbols, ideas, selected metaphors/images and emotions to
enlist public support for the propagandist's opinion
• Sometimes...psychological manipulation

lunes 5 de marzo

Is propaganda a form of communication?
The propaganda exceeds the goal

• Propaganda uses informative communication. But the process exceeds the notion
of mutual understanding.

• The purpose of propaganda is to promote a partisan or competitive cause in the best
interest of the propagandist…. but not necessarily in the best interest of the
recipient.

• Propaganda may appear to be informative communication, to be indisputable and
totally factual… But the propagandist will attempt to control information flow
and manage a certain public’s opinion by shopping perceptions.

The communication Continuum… (Gibson and Sotelo)- IMPORTANT FINAL EXAM

• Communicating is a continuum that flow through different stages between two extremes.

This concept…

1. Allows for diverse communication practices.
2. Emphasizes major concerns of communication
3. Enhances responsible communication practice.

5 stages of the communication continuum

1. Dialogue:
▪ Activeness on both sides, a two-way communication dialogue.
▪ Balance situation, the sender and the receiver are on the same level.
▪ Finally there is an exchange of information.

2. Education:
▪ The sender tries to remedy the ignorance of the recipient on a very particular subject
▪ At the beginning of the process there is a little unbalance favorable to the sender
▪ There is rationality, the recipient at the end of the process should be able to use
their own criteria to judge reality.

3. Persuasion.
▪ At the end of the process the sender tries to make the recipient share his own criteria
to judge reality.
▪ The recipient is aware that he is being persuaded.
▪ The sender works not only on the ignorance but also in the neutrality of the recipient
on one specific topic

▪ The difference between EDUCATION and PERSUASION, is that the sender tries
to make the recipient share his own criteria to judge reality. The recipient is aware
that he is being persuaded.

▪ The idea of objectivity begins to fail a little bit
▪ FEATURES OF A PERSUASIVE SPEECH:

o Persuasive speech distinguishes between premises (que es eso) and
conclusions

o It doesn’t use emotional appeals
o Clear and specific languages, there is no ambiguity
o Uses several sources and identifies reliable sources
o Doesn’t use personal attacks to discredit other sources

4. Manipulation
▪ The information relationship here is completely unbalanced
▪ Balance tilted towards the sender
▪ The sender pursues his own interest and he does so because he is not going to
respect the intellectual freedom of the recipient
▪ At the end of the process, the recipient is not going to be able to build his own
criteria to judge reality
▪ When you manipulate, you use lies, distorted information
▪ Features of manipulative speech
1. Manipulation uses stereotypes-stereotypes are unfair, but they help reduce
information
2. When you change words or names, to disguise the true nature of something or
else to achieve a stronger impact .- Ex: terrorism, you can play with words and
languages
3. Sometimes you make categorical claims from one specific point of view, quite
similar to another one, you are manipulation. Because the person is not aware
of receiving a categorical claim from one specific point of view
4. The repetition of cliches, after repeating that idea all the time people think that
is true. Ex: the teacher is very unfair, all weeks at the end of the year the whole
clase might think he was unfair
5. When you choose a enemy to blame for all the bad things.- reduce reality

5. Imposition.
▪ There is no communication here the message is imposed, there is no exchange
of anything.
▪ All the elementary rules of communication are broken.
▪ There is no communicative relationship between the sender and the recipient.
▪ Means are mostly violent “If you don't vote i'll kill you” (blackmail)

EXAMPLE OF EXAM QUESTION: Where would propaganda be in the 5 stages of
communication continuum? Where would corporate communication be?

- Propaganda:
o Education: you are educated about a product that you don’t know
o Persuasion:
o Manipulation:
o Between persuasion and manipulation

- Corporate communication:
o Dialogue:
o At the dialogue stage from a theoretical perspective you open. A dialogue be
between dialogue,education and persuasion

Propaganda is between persuasion and education.

Features of Persuasive speech differentiates between premises and conclusion. The
second feature is that it doesn’t use emotional appeal. Persuasion doesn't use emotions as a
persuasive strategy. Uses clear and specific language with no ambiguity. It uses several
identified, reliable sources.

Persuasive and manipulation. It is not very easy to distinguish between the two

In manipulation the information relationship is completely unbalanced, the balance is tilted
towards the center. At this stage the sender pursues his own interest because he is not going
to respect the intellectual liberty of the recipient. At the end of the proces the recipient is not
going to be able to build his own criteria to judge reality. That recipient is not going to be aware
that he is being manipulated because he or she is not going to be able to build his own criteria
to judge reality.

Features of manipulative speech.
1. Uses a lot of stereotypes (a simplified or generalized idea of a person or thing)
2.

When you change words or names to change or disguise the true nature or something. Select
facts to underline the position or idea the sensor is trying to show. You are being bias, partial
about the senders point of view.
When you make categorical claims about a pov.

You can find features of manipulative speech and persuasive speech

EXERCISE: (IMPORTANT, THIS COULD EASILY APPEAR IN THE EXAM)
1. First short: Donald Duck with Nazi soldiers
2. Second short: animation about birth certificate to prove Aryan race
3. Third Short: Donald duck
• People went to the cinema at least once a week
• 1 Donald Duck in nazi land ( del fuherer face)
• 2 education for death ( hitler's children )
• 3 commando duck

IMAGINE THIS COULD BE A QUESTION FOR YOUR EXAM: Explain which of the 5 stages
of communication continuum apply to the short videos we saw

Lunes 12 de marzo

After today's class, you will be able to

Propaganda:

INTRODUCTION:
1. Definition
2. Nature
3. Typologies

Standards of propaganda:

Criteria for Typologies

1. Source acknowledgement and accuracy (Jowett & O'Donnell)
a. White propaganda: Comes from an identified source and the information in the
message tends to be accurate
o Example could be Religion.
o When trying to spread an ideology, whenever you write the message
tries to convince people of their ideology. Russia propaganda

b. Black propaganda: The source is concealed or credited to a a false authority
and spreads lies fabrications and deceptions.
o you can't tell if the message is lying, now a day is quite difficult that black
propagandas work.
o ex of black propaganda: in the IIWW, Nazi broadcasting services

c. Grey Propaganda. The source may be correctly identified, and the accuracy of
information is uncertain… or else. The source may not be correctly identified
and the accuracy of the information is certain.

d. Sub propaganda. The propagandist’s task is to spread an unfamiliar doctrine
through different stimuli (others..) and eventually have it accepted.
o Example: astroturffing

2. Object (Stoleo).
According to Sotelo, we can classify propaganda according to its object

a. Political propaganda: Aimed at spreading information about those who are in
power or want to be in power.
▪ Information to gain power or to keep power. (example: every single day
in the news)

b. Ideological propaganda. Planned to spread an ideology or win over
followers/converts to the propagandist’s ideology
▪ (example: social media is used for ideological propaganda, celebrities
with many followers)

c. War propaganda: Also known as psychological warfare, it includes all the
informative actions made by the Estate to promote patriotism or hate (of
enemies) among soldiers and public opinion.
▪ Sometimes you can use it internationally

d. Commercial Propaganda: When the sender wants to promote the acquisition
or purchase of a good or service.

*IN THIS CASE, WE HAVE OVERLAPING CATEGORIES* Political propaganda can be
ideological.
IMPORTANT FOR EXAM: According to the object, what kind of propaganda can we have in
Disney shorts?

3. Purpose (Ellul)

According to Ellul, there are different purposes of propaganda

a. Agitative Propaganda:
▪ Seeks to arouse people to participate in or support a cause.
▪ It attempts to arouse people from apathy by giving them feasible actions
to carry out or ground breaking ideas to change what people think
▪ Example, this is a perfect type of propaganda to provoke a revolution)

b. Integrative propaganda:
▪ Attempts to maintain the legitimacy of the institution it represents and
thereby to ensure the legitimacy of its activities.
▪ It attracts persuades to a common set of beliefs.
▪ Ex USA in WWII

CONCLUDING THE PROPAGANDA LESSON:
• We have talked about the origins of the term, examples, nature and typologies
• The important thing is not defining, but rather identifying propaganda.
• Negative connotation. But propaganda becomes positive or negative in its specific
application.
• Understand propaganda as a precedent of organizational communication
• Characteristics:
• One-way communication
• Aim: to maintain or alter the balance of power
• It exceeds the notion of mutual understanding: it mobilises/seeks a response:
changes, reinforces, or modifies attitudes/behaviours.
• One side of the story: partially
• It disseminates biased ideas (ideologies) to further the desire intent of the
propagandist:
a. When there is “Involuntary acceptance” (purpose is to achieve
acceptance of an ideology in the best interest of the propagandist, but
no necessarily in the best interest of the recipient): Manipulation
b. When there is a voluntary acceptance (attempts to satisfy the
needs of both persuader and persuadee): Persuasion
• Propaganda can be found nowadays sometimes in places where it is
unexpected. We as consumers must keep our eyes wide open for propaganda
• EXTRACT FROM DISNEY FILM: Here we see how the communication
continuum goes from persuasion to manipulation. At the end of the extract, we
will see a symbol. Why is that there?
▪ The triumph of the will documentary 1934
▪ Lion King Scar song
• Scar vs Jomeini (there is a resemblance btw both)
• The triumph of the will marching scene in the lion king
• Nazi eagle in Scar´s shadow
• The cathedral of light in the shadow of scar
• Crescent moon at the end of the song is it an allusion to
islam?
▪ Article about subliminal propaganda in Disney movies

THEMATIC WEEK: VOLKSWAGEN
VOLKSWAGEN DIESEL SCANDAL September 2015

They produced more carbon emissions than advertised.

1. What is a crisis?
• An event that brings, or has the potential of bringing, an organization into
disrepute and imperial its future profitability, growth, and possibly, its very
survival.
• The term crisis denotes something more serious than a problem.. crisis
interrupts the normal flow of business.

From a communicative perspective…
A crisis occurs when an event:

• ...increases in intensity
• ...falls under close scrutiny of the news, media or/and government.
• ...interferes with normal business opportunities
• ...devalues a positive public image (reputation in the long term)
• ...and has an adverse effect on business bottom line

2. Special features of crises.
• Sudden, unexpected and unwanted
• Indiscriminate
• Create doubt and suspicion
• Attract unwanted outside attention and can become stressful

3. Consequences
• Failure to manage stakeholder perceptions
• Products or services boycotted /abandoned
• Share price collapse
• Loss of competitive advantage
• Loss of reputation
• Imposition of new, restrictive regulation

4. Crisis management and crisis communication
a. A general process designed to prevent and lessen the damage a crisis can inflict on
an organization and its stakeholders. You use crisis management as a proactive
activity
b. Also related to risk management, it is an internal process that removes some of the
risks and uncertainty of the crisis and allows your company to be in greater control. If
you have risk management, you tend to be ready and prepared for crisis
c. Crisis management can be divided into three phases
i. Pre crisis (you learn how to manage crisis)
ii. Crisis response
iii. Post crisis
d. Instead, crisis communication
i. Is the dialogue between the org and its publics prior to, during and after
the negative occurrence. Everything you communicate before during
and after a crisis
ii. Details strategies and tactics designed to minimize the damage to the
image of the org
iii. Not only aliviates or eliminates the crisis but can also bring organization
a more positive reputation than it had before
1. Values associated to VW before scandal:
a. Trustworthy in the sense that it is a good car
b. Reliable
c. Good for families because of the safety

d. Serious and respectful company
2. After the crisis:

a. Reputation changed completely
e. VW VIDEO: You have to start by saying sorry always

Lunes 9 de Abril

Course contents:

After today's class, you will be able to understand

1. The rationale of Public Relations
2. Understand the influence of Edward L. Bernays in Public Relations

Public Relations
Fundamentals of PR Theory

1. Introduction: What is PR?
2. PR and Public Opinion theory:
• Edward L. Bernys
3. PR and Systemic Approach:

o Scott Cutlip and Allen Center: Ecology
o James Grunig and Todd Hunt

• PR models

•

1. Introduction to PR

Press Agentry
• THIS IS NOT PUBLIC RELATIONS
• It is the practice of attracting the attention of the press through techniques that

manufacture news, no matter how bizarre.
• Main goal is to attract the media’s attention rather than gaining understanding

o Methods: staged events, or publicity stunts, faux rallies or gatherings, spinning,
and hype

o It was a common practice in the late 1800s and early 1900s
o Cannot be considered public relations. They are only similar in the fact the they

both are publicity
o Press agentry is a one way communication model
• It cannot be considered public relations. Rather, it is a practice primarily associated today
with major entertainment related events, such as Hollywood premiers and boxing events.
• The goal of press agentry, is to attract attention rather than gain understanding.

Publicity
It is the (unpaid) dissemination of facts, ideas, news about a product, service, brand or person
in various media.

- Characteristics:
o Uncontrolled method of placing messages in the media
o Generally short term focused
o Is negative as well as positive

- Advantages

o More credible than advertising because the information is being endorsed by
the media in which it appears.

o Publicity is only publicity when it has high news value. If you don’t have an
important news, don’t send it to the media. They will ignore it and get tired

- Vehicles:
o News releases
o Captioned photos
o Organizing an especial event
o Press conferences
o Writing featured articles (if they get published, they get a lot of publicity)

- Public relations, press agentry and publicity live together

Development of public relations
- Context:
o The right of freedom of speech and expression, plus:
o The right to be informed (to access information), plus:
o Political equality, equals:
o Public relations

Public sphere:
• An abstract are in social life where individuals come together freely discuss and identify
societal problems, and through that discussion
• abstract area in social life were institutions and citizens share and exchange
information
o Conditions
▪ Different ideologies in different media
▪ Entitle institutions and corporations to have a voice and be heard and
to open communication channels THIS IS PUBLIC RELATIONS
• We are talking about a democratic way of communication and a
two way communication model in the short term because we
want to deliberate exchange of information. As well as in the
long term because it wants to establish and maintain a
relationship between the sender and receiver.

2. PR AND PUBLIC OPINION THEORY
This section´s Index:

2.1 Edward Barnay´s thought
2.2 Perception of the individual (citizen) and public opinion
2.3 PR counsel roles/functions

2.1 Edward L. Bernays (1891-1995)

- Characteristics of Bernays:
o Bernays coined the term “public relations counsel.
o Organizations have the right and duty to inform public opinion. This is not just
a right, it is a duty. Not only the media should be informed but also institutions
o PR is a two way process
o We need PR as a form of social salesmanship. PR is the art of governing
people

o Influences on Bernays´ ideas: Sigmund Freud, Gustave Le Bon, Wilfred
Trotter, Walter Lipman

- Bernays´ thought:
o Freud; people have an unconscious part of in their brain and this part needs to
be influenced/governed
o Atheist
o Concept of the average citizen:
▪ Average citizens aren’t able to develop or understand complex ideas,
therefore, they need someone to organize and simplify these ideas.
Bernay didn’t trust on citizens´ capacity
o Bernays´ books:
▪ Crystalizing public opinion
▪ Propaganda
• Ch. 1 first lines
• POSSIBLE EXAM QUESTION: What is the concept of the
invisible government? It is the relatively small number of people
organizing citizens´ lives. You cannot tell who they are, but you
can feel that there are people who are being in charge of this.
▪ Public relations
▪ Engineering of consent

The influence of freud. He was an atheist, someone had to rule the world and that was the
console of public relations. People need someone who makes those decisions. His concept
of the average citizen was that he didn't believe that we were not capable of organizing our
life. The public relations council organizes everything, it simplifies reality for us.

2.2 Perception of the individual (citizen) and public opinion
- According to Bernays, the average individual...
o Is not intelligent
o Since citizens have limited intellect, the PR´s goal is to create a compact, vivid
simplification of complicated issues
o Individuals cannot survive without a herd
o 5 characteristics of the average individual (By Trotter, adopted by Bernays)
▪ He is tolerant and fearful of physical and mental solitude
▪ He is more sensitive to the voice of the herd than to any other influence
▪ He is subject to the passions, violence and panics of the herd
▪ He is reasonably susceptible to leadership
▪ His relations to his fellows are dependent upon the recognition of him
as a member of the herd

10/04/2018 SEMINARIO

PRESENTATION #1

INTRODUCTION TO LOBBYING

Preconceived opinions of lobbying:

• Lobbying has a negative connotation
• In Spain, it is legal
• Many people believe it should be illegal

Examples of lobbying:

• Negative examples:
• NRA
• Food Lobbying (in the US)

• Positive examples:
• Ikea
• Unilever

What is lobbying?

• A specialized part of public affairs that builds and maintains relations with gvts primarily
to influence legislation and regulation

• Aims of corporations: gain a competitive disadvantage or avoid a competitive
advantage

• We can say that lobbying is legitimate for the following reasons:
• Aggregation and communication of interests
• Realization of political participation

• Stages of a lobbying campaign:
1. Initial meeting
2. Investigate
3. Develop key messages
4. No alcance a copiar los demás

Types of lobbying

• Direct lobbying
• Indirect lobbying

What does a lobbyist do during a day?

• Investigate legislation and their clients
• Make many phone calls and various meetings. Observing and listening to pass on the

info to their clients

Where is lobbying practiced?

• USA
• Most lobbies concentrate in DC because political activities take place there.

• UK
• Belgium
• Spain

• Comisión Nacional de los Mercados y Competencia (CNMC)
• Madrid has a mandatory registration of lobbies

Why is it important?

• More opportunities to participate in politics
• For marketers...

• We can work in an industry where this is really important such as pharmacies

------------------------------------------------------------------------------------------------------------------------

PRESENTACION #2

MARKETING, PUBLICIDAD, RELACIONES PÚBLICAS Y COMUNICACION
CORPORATIVA

Marketing:

• Conjunto de acciones dirigidas a alcanzar los objetivos de la marca a través de
satisfacer las necesidades de los consumidores y crear un valor añadido a productos

Publicidad

• Herramienta de comunicación que sirve para crear notoriedad de un producto
• En inglés es importante diferenciar entre advertising y publicity

• Objetivo: aumentar awareness
• Sector: todos, en especial B2B
• Momento: especialmente durante el nacimiento de un producto y en su

decadencia

Relaciones públicas

• Disciplina encargada de gestionar relaciones de una empresa con la opinión publica
• Objetivo: influenciar la opinión pública para mantener una buena reputación
• Sector:
• Momento:

Comunicación corporativa

• Mantener una relación positiva con los stakeholders
• Objetivo: influenciar la opinión de los stakeholders
• Sector: todos, se da a nivel interno y externo
• Momento: Siempre es importante dar una buena imagen

DIFERENCIAS ENTRE RELACIONES PÚBLICAS Y COMUNICACIÓN CORPORATIVA

RP

• Relaciones informales
• Opinión publica
• Escrito

Comunicación corporativa

• Relaciones formales
• Boletines

APLICACIÓN PRÁCTICA DE LAS 4 DISCIPLINAS

• Ejemplo Apple
• Marketing:
• El uso de las 4ps
• Relaciones publicas
• Presentaciones de lanzamientos
• Comunicación corporativa
• Foxconn

EJEMPLOS DE LAS 4 DISCIPLINAS

• Marketing
• Positivo: Blair Witch Project, recaudó millones

• Negativo: Cartoon network, cofusion con bombas en el metro
• Publicidad

• Positivo: Dove
• Negativo: Basic Fit, publicidad fue interpretada como machista
• Relaciones públicas:
• Positivo: Coca cola convenció al gobierno Estadounidense para que los

soldados puedan comprar coca colas en paz
• Negativo: departamento de policía en Nueva York pidiendo fotos para subir a

twitter. La gente subió fotos de policías ejerciendo fuerza sobre ciudadanos
• Comunicación corporativa:

• Positivo: Samsung galaxy regresó al éxito después del fracaso de las baterías
que explotaban

• Negativo: Explosión de BP

Monday April 16th

After today's class, you will be able to understand:

1. The influence of the general

Characteristics of the individual

(Trotter, adopted by Bernays)

1. He is tolerant and fearful of physical

Public opinion

It is the aggregate of individual opinions now uniform, now conflicting- of the men and women
who make up society or any group of society.

This is an ill-defined, mercurial

Roles of the PR counsel

1. To bring to the public's facts and ideas of social utility which would not so readily gain
acceptance otherwise.

2. To maintain an intense scrutiny of the informative consequences of his clients actions,
avoiding the propagation 9f unsocial or harmful ideas (similar to a legal pleader or
attorney)

3. PR AND SYSTEMATIC APPROACH
This section´s Index:

1.1 Scott Cutlip and Allen Center: Ecology
1.2 James Grunig and Todd Hunt: PR Models (1984)

3.1 Scott Cutlip and Allen Center
- Systems perspective and ecology
o General Systems theory
o Karl Ludwig von Bertalanffy
o Levels

▪ System: A consistent totality (an organization)
▪ Suprasystem: The system´s environment/context (society)
▪ Subsystem: A system´s component (department or unit of an

organization)
▪ Whatever you do as a subsystem, affects the whole system
o System´s Theory:
▪ Living systmes
▪ Systems can be classified in

• Closed systems
o They cannot exchange matter, energy or information
with their environment

• Open systems
o Permeable boundaries: they exchange inputs and
boundaries
o They are responsive to outside changes
o Survival and growth as a corporation depends on
interchange with environment
o You have to adjust and adapt to counteract or
accommodate environmental variations

o Ecology of PR
▪ To prosper and endure, all organizations msut:
1. Accept the public responsibility imposed by an increasingly
interdependent society
2. Communicate despite multiplying barriers with publics that
are distance and diverse
3. Acheive integration into the communities that they were
created to serve
Typical Exam question with Natalia: what is ecological role in
PR?
Summary: PR essential role is to help organizations adjust and
adapt to changes in their environments
Or it can be answered this way...
Organizations must adjust and adapt to changes in their
environments THROUGH PUBLIC RELATIONS (important part
of the answer)

- PR Activities
▪ How does public relations do this?
• Employee communication/internal relations
o Specialized part of corporate public relations that build
and maintains
• Public affairs
o The specialized part of public relations that builds and
maintains organizational relationships with
governmental agencies and community stakeholder
groups to influence public policy

- PR Definitions (SECCION INCOMPLETA VER ADI)
o Crisis management
o Investor Relations

3.2 James Grunig and Todd Hunt: PR Models (1984) (FOR SURE, WE WILL HAVE
SOMETHING ABOUT GRUNIG IN THE EXAM)
- PR Definition
o According to Grunig and Hunt, PR is: Management of communication between an

organization and its publics
▪ What is behind this definition?

• Communicaion is a behavior of individuals/groups/organizations
• PR proffesionals do not communicate for themselves, they communicate with we are

talking about open systems
• The focus is on management: PR is a management subsystem
• There is a new concept no one else had spoken about before.

o They conceive average citizens as smart, that they can produce the same
information material as a pr counsel (THIS IS A MORE REALISTIC
CONCEPT OF PUBLICS)

o 2 way communication process

23 de abril 2018
Public Relations
Fundamentals of PR Theory

1) Introduction: What is pr?
2) Pr AND Public Opinion THEORY:
3) PR and Systematic Approach:

1. Scott Cutlip abd allen Center: Ecology → EXAM MATERIAL
1. PR MODELS
2. SITUATIONAL THEORY OF PUBLICS

1. Press agentry/publicity
a. Purpose: propaganda
b. Nature of communication: one-way, complete truth not essential
c. Research: little

d. Leading historical figures: P.T. Barnum
2. Public information: closely related to a journalists work

a. Purpose: information dissemination
b. Nature of communication
c. Reading historical figures: ivy lee, motto let the public be inform, the information you

give must me, real father of public relations
3. Two-way asymmetrical

a. Purpose: scientific persuasion, use your research but only to know your public , they
use scientific persuasion press agent real model also uses persuasion for propaganda
▪ The type of persuasion is the difference
▪ They use all they know from social sciences, psychology, demographics,to make
their messages more effective
▪ They need to know all from social sciences
▪ Is a feedback, cause i need to know what they think to change the message but im
never going to change my purpose or idea

b. Nature of communication: two-way: imbalanced effects
c. Communication model s->R
d. Research: formative, evaluative attitudes. to find out if they really achieve their goals

and objectives
e. Leading historical figures: Edward Bernays,
f. Difference between press agentry, you have persuasion in both but you have the

adjective “SCIENTIFIC” persuasion. It is not a simple persuasion, they use everything
they need to know (psychology, demographics, everything they can)
g. Difference between two way symmetrical model and asymmetrical model: They use
research before the plan and also after the plan
4. Two-way symmetrical (Many people have written about this model saying that it is a
utopian model)
a. Purpose: mutual understanding, not persuade but build and maintain understanding
between corporate and publics. The publics have the same chances as corporate to
change the views and persuade each other
i. Utopian model
ii. The company has got the same tense of changing, as the audiences has also

the same chances to change their behaviors
iii. Is like negotiating, you have to get understanding between corporation and the

client
iv. We cannot longer talk about sender or receiver, but rather groups exchanging

information in a constant way, they don't have to way until the communication
starts
b. Nature of communication: two-way: balanced effects
c. Communication model
d. Research: formative: evaluative of mutual understanding
▪ Difference between this model and the asymmetrical model: In this model, we have
a balanced effect because both have the same persuasive power, exchanging
information constantly. So constant that you can no longer talk about sender and
receiver. They do not have to wait until the corporation starts a communication
process, they can be senders sometimes. Groups of people exchanging
information in a balanced way
e. Leading historical figures: Grundig and Hunt think Bernays is the leading figure but this
is wrong. Bernays is a leading figure of the asymmetrical model not this model. Leading
figures in this model are professors and educators.
i. Is very difficult to practice this model at 100%
ii. Is unrealistic

Exam question: According to purpose and the nature of communication which is the model
that political parties practice now a days, specially in election periods?

• Two-way asymmetrical, there's nothing they do that they haen research about their
public. a kind of persuasion that you use to know abou their public and persuade them

• Now a days trying to connect with social media
• During elections is a two way communication

Dominant coalition
• Over time corporation changes their goal
• who decides it ? the dominant coalition according to grunig and hunt
• that group of people who decides the strategy of your corporation, the board of
directors
• organizations have many goals and those goals change as the environment changes
• ii is then important to know who determines the organization’s goals
• organizations have several constituencies/ interest groups both inside and outside
• those constituencies with the most power both sides and outside the organizations
make up the dominant coalition of the organization
• pr people generally do not have the freedom to behave as professionals unless they
are at of the dominant coalition
• relationship between pr and dominant coalition? pr are in charged of the final
decisions of the communication

PR- Theory of public
• why public should become more important fro a corporation?
o situational theory of publics
o they are the ones who are going to define public in public relations
o since bernays nobody had explain before things about oublics
• on the concept of publics
o influences (grunig & hunt)
o human beings are best understood in relation to their environments- john
dewey (philosopher)
o public” an active social unit consisting of all those affected who recognize a
common problem for which they can seek common solutions”
o herbert blumer (sociologist)
o symbolic interactionism: meaning is central in human behavior
o individual actores regulate their behaviors based on the meaning they attribute
to objects and symbols in their relevant situations
• what is a public? (Grundig)
o groups of people affected by organizational behavior and groups of people who
affect organizational behavior
o completely different to Bernays- is rather rational to human beings, people can
change the way they think and act about a corporation, the are giving the same
intellectual capacity
o according to Grundig and hunt you can have different types of publics and
again we have 4 types of public

situational: depending on the situation publics can change (TYPES OF PUBLIC)

1. non-public: a group of people who doesn't face a problem or are affected by the
behavior of an organization (or vice versa)
a. the organization have no consequences on the group or the group doesn't have
a consequence on the organization
b. the corporation means nothing to them
c. they could be aware but the don’t care

2. latent public: groups of people who face a problem created by a corporation, but they
are not aware of the problem
a. very important for them grunge and hunt, to talk about the knowledge of the
problem and the behavior
b. people affected by something but not aware: are they important for the
organization? yes very, you have to take care of the information they get

3. aware public: when the members of a group face a similar problem created by
organizational consequences and they recognize they are somehow affected by a
problem situational shred by others… but have not communicated about it with others

4. active public: you have aware people, affected people and organized people. when the
members of a group face a similar problem created by organizational consequences,
detect the problem and they organize to discuss and do something about the problem
a. situational theory, even facing the same situation people can change
b. they can organize themselves
c. you can change that with the information you deliver

• is this theory of public important? yes and no,
o you have to communicate with them in different ways
o deliver different types of messages depending on a situation

• we have something completely different to bernays:
o What's the difference between the concept of public between bernays and
Grunig?- no need to explain the categories but more in a general idea
o you cannot reach your audiences every single time in the same way, because
people can change over time
o grunig and hunts, equal intellectual capacity , why? because when they explain
this theory they are saying when people go to their environment analyze,
organize information, people then to act according to that information
o this is the difference between marketing and public relations perspective

• what are stakeholders? (freeman, 1984) the same year we had the situational theory
• def. stakeholders: any group or individual who is affected or can be affected by the

achievement of the organization’s objective
• a copy- this is the reason why you can use the concept of public and stakeholders
• now a days they are getting together because there are a lot of common ideas, there's

nothing new

- As a conclusion about this lesson…

• public relations-not a one-way communication process, is 2 way. because in the short
term you exchange information, and this means that public relations looks for active
participation from the recipient. the thing is that in the mid and long term pr seeks for
mutual understanding , this means the public relations leaves intellectual freedom to
their recipients

o PR is not a one way communication process. It is a two way because in the short term,
you exchange info, this means that in the short term PR looks for active participation from
the publics. In the mid and long term, PR seeks mutual understanding. This means that
PR leaves intellectual freedom to the recipients (Remember the continuum, we said
propaganda is btw persuasion and manipulation. However, PR cannot go further than
persuasion. In PR when you persuade, you leave intellectual freedom because you try to
persuade the public and let it decide how to judge or interpret the information. If you go
further than persuasion into manipulation, then you are not practicing PR)

Exam: 8-10 short answer questions

30/04/2018
What is a corporation/institution (NO NEED TO STUDY THIS DEFINITION)

- A structured human organization (company, business, public or private firm) that is
formed by a particular purpose within a given community to which they provide
cohesion and paradigm

- Corporate is broader then a company
- Every single corporate or institution is made up of people and is to answer social needs

What is corporate / institutional communication?
- A management function that offers a framework for the effective coordination of all
internal and external communication with the overall purpose of establishing and
maintaining favorable reputations with stakeholder groups upon which the organization
is dependent.
- Do you think this is a simple definition? This is something that you can understand.
However, corporate communication is complex in nature.
- You need an integrated approach (internal and external communication) to
management of communication because communication should be managed
effectively.
- It also means that communication is dependent on other areas of your organization.
The rest of the areas are dependent on the communication function.

A general principle for corporate/institutional communication: The main role is:
- The main role is Corporate or institutional communication must link corporate identity
(what the company really is) to corporate image (picture of the institution that is
presented to external stakeholders)
- So, the result is: coherence between expressed identity and perceived image.
- big goal: having coherence between express identity and you perceived image
- But remember… image is not identity. Image is just a consequence of the latter and of
how it is communicated.

2. What is corporate identity?
- It is the sum of all factors that define and project what an organization really is and
where it is going.
- Institutional identity emerges from..
o The organizations core mission and strategic vision
o The corporate culture
o The organization´s communication
▪ The first two bullets don’t change over time, however, the organization’s
communication does change and adapt.
▪ There is one tool you can use as a communications professional to
communicate the mission vision and the corporate culture. The name
of this tool is ADVOCACY ADVERTISING.

2.1 Advocacy Advertising
- Example: One child is holding something that’s been banned in America to protect
them. MOMSDEMANDACTION.ORG
- Definition: advertising or public communication that attempts to influence public
opinion on specific political, economic or social issues.

o There is no product or service in play but a cause/issue at the centre of the ad
o It supports a particular case, point of view or a matter of public…
o Example: Diesel global warming campaign
o For nonprofit institutions, it advances their agendas
what is advocacy advertisement?
advertisement or public communication that attempts to influence public opinion on specific
political, economic or social issues
they know this kind of advertisement isn’t going to provide positive publicity

issue: something that is part of public discussion already
conclusion:
there is no product or service in play but a cause/issue at the center of the ad
it supports a particular cause, point of view or a

is not very common to see advocacy advertisement, but it is useful
is it positive advocacy advertisement for a company/?
is good specially for nonprofit organizations, a tool they use for good
but is not common when a private company use it

ex: Diesel advertisement
• they are showing their product in a beautiful way
• awareness of beauty destinations and the consequences of the global warming
• this kind of advertisement, advocacy is more prevalence in the nonprofit organizations
• when they use advocacy advertisement they are advancing their agendas
• advance or oppose to a specific legislation, they star in the elective curse of the public
affairs

AT LEAST ONE QUESTION ABOUT TODAY´S CLASS WILL DEF BE IN THE EXAM
(REPUTATION, IMAGE, IDENTITY)
8-10 short questions
Last week´s, Grunig model question is an example of how some questions will be
Specific definitions, conceptual frameworks like the communication continuum

3. What is corporate image?
- “It is the immediate mental picture that audiences have of an organization”
- Def. it is the immediate mental picture tha audiences or stakeholders have of your
company

- the immediate mental picture: you like it or not, positive or negative
- institucional image formation process

o How does an image become an image? Institutional image information
process: 3 stages
▪ Institutional members decide an organization´s identity. This includes
mission vision, culture and values
▪ Identity is spread through communication policies (tools such as
advocacy or issues advertising)
▪ As a result of all communication impacts (1 y 2), an idea about the
organization as a whole exists in the minds of its audiences.
• they decided if you have a positive,negative or neutral image
• is important, because image is a process that only your
stakeholders havein their mind
• are those stakeholders image important? yes
• it is the immediate mental picture that audiences have of an
organization
• images are important because actions depends on images and
reputations

o Why is this process so important? Image is something that takes place only in
the stakeholder´s mind. Image is very important for a company

o There is a tool to improve the image of your company, it is called CORPORATE
ADVERTISING
▪ Examples: videos of BASF the chemical company

3.1 Corporate advertising
- “Advertising by an organization where the company, rather than its products or
services, is emphasized.”
- Three characteristics/features of this king of advertising
o It is an attempt to create a POSITIVE public awareness (in contrast with
advocacy advertising) of an organization´s decisions and/or corporate values,
and to improve and distinguish it from competitors.
o FIRST FEATURE: You take advantage of advertising strengths/advantages
▪ Advantages of advertising:
• Persuasion
• Control on the contents
o You can buy media spaces, you can put there whatever
you want. So, you have control of the contents unlike of
a press release, in which you don’t have control of the
contents that the media publishes.
• Wide circulation. You choose the media where you want to show
the content
o SECOND FEATURE: It is a one way communication model
o THIRD FEATURE: It disseminates a global perception of an organization

Exam question, there will be a photo or video and we will be asked: What is the tool that you
can see in this ad. What example of tool is this. Define it and provide the key features.

4. What is corporate reputation?

- “An individual’s collective representation of past images of an organization (induced
through either communication activities or past activities) established over time.”

Reputation is about image, but image over time, so it is really hard to maintain a

reputation, you can lose it in a second.

- Strong reputation is characterized by high levels of:
o Visibility
o Distinctiveness (how you are different with your values, culture)
o Authenticity (how much are your values embedded in your corporate behavior,
you behave the way you state it in your values)

o Transparency (how open you are as a company; how much you show what is
going on inside your company in good and bad times)

o Consistency (How much your messages are repeated over time. One company
that is always changing the values and messages is not consistent)

- The core task of corporate communication, is therefore, building, maintaining, and
protecting your company´s reputation.