Corporate Identity

1011 Words3 Pages
bulb-icon

Recommended: Functions of public relations practitioners

Many people view the role of a public relations professional within an organization as one that involves “making the company look good” among other image enhancing functions. Whether they are called PR professionals, PR people, media relations folks, they are the ones typically called on to inform the public of updates or improvements, they are called to help change the perception of the public, help with rebranding efforts and in the event of negative press or other crises, public relations professionals are often called on to “fix things,” to wield that magic wand of words and press releases to make the bad stuff all go away in an effort to preserve or salvage a positive identity. Many would be surprised to learn that the role of a public relations professional is far more encompassing especially as it relates to a corporate identity.

According to the book Revealing the Corporation, there are three main criteria that help to define identity the first is a criterion of central character, this involves that element that can be used to differentiate one organization from another. The second, the criterion of claimed distinctiveness and thirdly the criterion of claimed temporal continuity. On a more elementary level a corporation’s identity has to do with the overall answer to the question “who are we?” Depending on the organization the focus of the definition of their corporate identity may be a strategic one. A strategic identity focuses more on the philosophical elements of a company’s identity and seeks to answer the question – “what do we stand for?” For some organizations, identity maybe more accurately defined by looking at the culture, for others the focus may be more on the communications policies, others have mor...

... middle of paper ...

...mportant before beginning to make changes that sufficient research be conducted to determine exactly why donors who make smaller gifts choose to support Emory and replicate this strategy.

In all the changes, Emory must be careful to do our homework very well and only adjust those areas that need improvement. Strategically looking at the University and the annual giving process and the way that it affects our corporate identity is an excellent start. While Emory not be well served to change elements of the institution’s culture, it is important for Emory to demonstrate to its constituents that the University values all contributions of time, service and money. This information needs to be communicated in a method appropriate for each constituent group.

Works Cited

John M.T. Balmer and Stephen Greyser. (2003). Revealing the Corporation. New York: Routeledge

Show More
Related

  • Mark Edmundson On The Uses Of A Liberal Education Essay

    1552 Words  | 4 Pages

    No matter whether it is a facility being upgraded or a volunteering opportunity being organized, a university primarily strives to stimulate students’ enthusiasm, find their real interests, and establish a careful view of the world. Edmundson claims that universities undergo such changes because “Schools want kids whose parents can pay the full freight” (43). Despite the construction projects and campus upgrades, the quality of educational diversity relies on the students, a group of talents that is carefully selected by the admission office. The admission rate for elite universities has remained low for years. With more competition in the educational market, universities are still strict on their principle of recruiting talents. The better resources provided the more quality that schools expect to see from their students. The quality of teaching and the standard of education do not decline as a result of funding

    Read More

  • European Imperialism in Africa

    1417 Words  | 3 Pages

    Cecil Rhodes, in a speech at the chartering of the British South African company, said “Philanthropy is good, but philanthropy at 5 percent is even better.” Cecil Rhodes’s quote clearly illustrates a materialistic point of view, owing to the fact that he was the founder of De Beers Diamond Company. Being a businessman, a desire for profit is natural.... ... middle of paper ... ...

    Read More

  • Presbyterian Homes & Family Services and the Family Alliance

    1747 Words  | 4 Pages

    Crutchfield, Leslie R., and Heather McLeod Grant. Forces for Good: The Six Practices of High-impact Nonprofits. San Francisco: Jossey-Bass, 2008. Print.

    Read More

  • Financing Community Colleges: An Economic Perspective

    1307 Words  | 3 Pages

    Federal and state appropriations, to higher education, are tied to the economy especially during times when the economy is in crisis. One of the issues of decline are public appropriations, which almost always lead to an increase in enrollment at community colleges (Manning 2012). With demands on increasing enrollment coupled with declining federal and state appropriations, publicly supported community colleges are increasingly challenged to find alternative means of obtaining adequate financial support. Finally, realizing that seeking to do more with less is not always a reliable long-term strategy. That being said, community colleges are increasingly seeking creative ways to increase their financial obligations with public and private donations.

    Read More

  • Student Choice: Strength And Three Phase Concepts Of College Choice

    1097 Words  | 3 Pages

    216) as illustrated in the Appendix. Students’ preferences are a function of their background and individual characteristics (race, gender, and class, academic achievement, etc.), whereas attributes of the college may include tuition costs, selectivity, institution type, and campus environment (DesJardins et al., 2006). The authors conceive of courtship activities –merit aid awards and college recruitment--as being highly consequential in the enrollment decision and suggest non-aid courtship activities (e.g., recruitment events) “may be as important as actual financial aid awards” (p.

    Read More

  • Florida’s Educational System Needs a Makeover

    973 Words  | 2 Pages

    Mitchell, T. (2014, March 19). House Plan Changes Performance Funding for UF, FSU and New College. Retrieved March 25, 2014, from Tampa Bay Times: http://tinyurl.com/ly2gzke

    Read More

  • Nonfiction Essay

    824 Words  | 2 Pages

    Three essential concepts associated with this nonfiction article include, a purpose, the audience, and the voice of the author. The purpose of this piece is to inform. The purpose of informing is shown when the author wrote, “Whether you’re considering a big university, a small college, or something in between, you need to carefully look at all options, and determine what’s most important to you.”The author is trying to inform the audience about the different types of colleges. This piece will

    Read More

  • Tylenol Case Study

    1454 Words  | 3 Pages

    The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction

    Read More

  • Public Relations-Class Project-Written Cor Plan For The School And Community Relations Plan

    1360 Words  | 3 Pages

    (pg. 9.) He defines public relations as a positive process spanning internal and external communication. The process is intended to produce and maintain positive relations and organizational image as well as foster communication and organizational effectiveness. (Kowalski, pg. 13) Alternately, researcher Kenneth S. Trump offers this summary in his work Crisis Communications in a Digital Word: “Strong school public relations can be defined as good behavior, well-communicated.” (pg. 75) This is a succinct way of describing the purpose of a well-rounded public relations

    Read More

  • Public Relations In Non-Profit Organizations

    1860 Words  | 4 Pages

    While initially this may seem to be slightly in contrast with the ultimate objectives of a for-profit business, these non-profit organizations cannot achieve their goals without solid financial performances and bottom-line results. In order to do this, public relations plays a critical role in the daily operations of a non-profit organization while also presenting a variety of distinct challenges. Now more than ever, non-profits must stand out amongst the fierce competition for their publics’ money, time, and attention. In order to accomplish this, organizations must respond to those communication challenges in the most effective ways possible by engaging in informed and strategic public relations activities executed by trained public relations professionals.

    Read More

  • Corporate Identity Essay

    1746 Words  | 4 Pages

    “These authors define corporate identity as everything that formal members of the company think and feel about it, which is derived from the perception of the central features, distinctive, and enduring characteristics of the organization,” (Pérez & Rodríguez del Bosque, 2012, p.2). Base on this definition of corporate identity, this concept is a mean of corporation to have a set of essential features that differentiate from other organisations. These features are disclosed through formal documents to have their desired identity and represent them through corporate values, vision and mission statement (Pérez & Rodríguez del Bosque,

    Read More

  • Business Relations: The Role Of Public Relations In Organization

    939 Words  | 2 Pages

    Today, public relations is a complex profession by thousands of thousands of people all the world to practice. Almost all large and small organizations have their own public relations department or they need to outsource their public relations to a company. Public relations practitioners work for schools and universities, companies, governments, professional and trade associations, hospitals, hotels, non-profit charities, and other else more (Grunig, 2001). Therefore, PR is an important department for organizations.

    Read More

  • Essay On Corporate Identity

    1000 Words  | 2 Pages

    Another interesting research that recent academicians have developed is that corporate identity refers to an organization’s unique characteristics which are rooted in the behaviour of the internal stakeholders i.e., the members of the organization. Many scholars thus opine that management of an organization’s identity is a strategic function and it requires a multidisciplinary approach. Also, senior managers can essentially narrow the gap between actual and desired identity through optimally utilizing the corporate identity mix (behaviour, symbolism and

    Read More

  • Functions Of Public Relations

    1082 Words  | 3 Pages

    Public relations is everywhere today. It is a practice that has become an important aspect of any business venture. Whether an organization is not for profit, for profit, or governmental, they still need and desire to communicate their purpose within the community and public relations allows this to happen. There are several publics in which the PR practitioner must correspond with and each requires a different means of communication. Internal publics are inside the organizations such as clerks, managers, and stockholders. "External publics are those not directly connected to the organization: the press, government, educators, customers, suppliers, and the community" (Seitel, 2004). Each public plays a key role in the PR of the organization. The many functions of PR can also be categorized based on what purpose they serve the organization.

    Read More

  • Importance Of Agenda Setting In Public Relations

    922 Words  | 2 Pages

    Public relations practitioners are often described as an organization’s voice, positioning messages in the media to ensure the organization is perceived as beneficial, relevant, and credible. According to Zoch and Molleda (2006), this role is defined as “media relations” and is a pivotal aspect of the public relations profession. Two theoretical frameworks, agenda setting and framing are at the core of effective media engagement. Agenda setting is the process determining which social issues dominate public discourse, and framing is the way each issue is presented to the public (Dearing & Rogers, 1996; Hallahan, 1999). First, public relations practitioners use agenda setting to garner media coverage for its organization and its stakeholders

    Read More

More about Corporate Identity

Open Document