1. ASSIGNMENT 19.1
N G U Y E N B A L O C
N G U Y E N N G O C T R A M
Corporate PR

2. E m p o w e r T h e N e x t M a r k e t i n g G e n e r a t i o n
What is Corporate PR?
Corporate PR is a factor for every company to implement public relations practice
within established organization through effective internal corporate communication,
experience and the expertise to protect and promote corporate reputation and
corporate image of an organization across a wide range of sectors.
• managing the firm’s standing and reputation,
• media relations,
• relationship with non-governmental bodies and opinion leaders,
• internal communication,
• managing critical situations,
• the B2B communication,
• corporate programmes relating to social responsibility (CSR).
Functions of Corporate PR

3. Elements of Corporate PR
Corporate
PR
Corporate
Citizenship
Corporate
Communic
ation
Corporate
Ethics

4. Elements of Corporate PR
Corporate Citizenship (CSR)
A company’s role in, or
responsibilities torward
society.
It is alse called as Corporate
Social Responsibility

5. Elements of Corporate PR
Corporate Citizenship (CSR)
CSR is a process with the aim to embrace responsibility for
the company’s action and encourage a positive impact
through its activities on:
employees communities
the
environment
consumers
Stakeholders and all orther
member of the public sphere
who many also be considered

6. Elements of Corporate PR
Corporate Citizenship (CSR) - Example
L’OREAL CITIZEN DAY is annual CSR activity of this corporate: Plant 1000 trees at
Can Gio Province to express the friendly attitude to environment from L’oreal
people, prove the corporate responsibility to society, here is environment.

7. Elements of Corporate PR
Corporate Communication
Corporate communication is a management
function or department, like marketing,
finance, or operations, dedicated to the
dissemination of information to key
constituencies, the execution of corporate
strategy and the development of messages
for a variety of purposes for inside and
outside the organisation.

8. The department usually oversees communication strategy, media relations, crisis
communications, internal communications, reputation management, corporate
responsibility, investor relations, government affairs and sometimes marketing
communication. The person running the department is the chief communications officer of
the firm
Elements of Corporate PR
Corporate Communication
The department usually oversees
communication strategy, media
relations, crisis communications,
internal communications, reputation
management, corporate
responsibility, investor relations,
government affairs and sometimes
marketing communication.

9. E m p o w e r T h e N e x t M a r k e t i n g G e n e r a t i o n
Elements of Corporate PR

10. The department usually oversees communication strategy, media relations, crisis
communications, internal communications, reputation management, corporate
responsibility, investor relations, government affairs and sometimes marketing
communication. The person running the department is the chief communications officer of
the firm
Elements of Corporate PR
Corporate Communication - Example
FOR WOMEN IN SCIENCE is the annual award of L’oreal Global together with UNESCO, include L’oreal Vietnam to
consecrating & reward the most excellent female scientists – to improve the position of women in science by
recognizing outstanding women researchers who have contributed to scientific progress.

11. Elements of Corporate PR
Corporate Ethics
Corporate ethics corporate
ethics is a form of applied ethics
or professional ethics that
examines ethical principles
and
moral or ethical problems
that arise in a business
environment

12. Business ethics are implemented in order to ensure that a certain required level of trust and
transparency exists between consumers and various forms of market participants with
businesses and corporate governance.
Elements of Corporate PR
Corporate Ethics
It applies to all aspects of corporate conduct and is relevant
to the conduct of individuals and entire organization.
Business ethics are implemented in
order to ensure that a certain required
level of trust and transparency exists
between consumers and various forms
of market participants with businesses
and corporate governance.

13. Business ethics are implemented in order to ensure that a certain required level of trust and
transparency exists between consumers and various forms of market participants with
businesses and corporate governance.
Elements of Corporate PR
Corporate Ethics - Example
Educating
to science
Diversity*Generous
Beauty
Environment
- Sustainability
* Diversity: L’oreal integrates the concept of diversity at all levels of the company to carry out its mission: beauty for all

14. “Onion” of Corporate PR elements
Elements of Corporate PR
Corporate
Ethics
Corporate Communication
CSR
Corporate Communication
CSR
CSR
CSR
PUBLIC
CORPORATE
REPUTATION/ IMAGE