Corporate Public Relations

Done by:

Ranjeet. R. Iyer

Definiton

• P.R activities focused on enhancing or protecting the overall ‘corporate image’ of an organization.

• Corporate public relations is used to influence customer and non- customers publics and is particularly relevant in a marketing context when these publics have to be influenced in order to gain market entry.

• Corporate P.R. is essential as it manages the reputation of an organisation.

Larsen & Toubro Engineering Constructions & Contracts Ltd

• India’s largest engineering and constructions company.

• Built many of India’s priced landmarks.

• Presence in over 20 countries apart from India.

Topics covered

• Need of Corporate P.R.

• Functions of Corporate P.R.

• Corporate Image

• Importance of Logo

• Corporate Social Responsibility

• Corporate Communications

Need of Corporate P.R

• Seeks to project image and identity of the company.

• Required for proper communication with public.

• Helps in building positive corporate image.

• P.R helps in safety management.

• P.R required for proper CSR activities.

Functions of Corporate P.R

• Communications management• Media• Government Affairs• Publicity• Investor Relations• Community Relations• Public affairs• Social Responsibility

Corporate Image

Corporate Image

• It is the set of beliefs, ideas and impression a customer, shareholder or an employee holds regarding the company.

• It can be negative or positive.

• Cannot built positive image overnight.

How good corporate image can be developed?

• Better quality and pricing techniques.• Attractiveness of products & services.• Discounts, credits, after sales services.• Logos.• Relations with press (media).• Social responsibility.• Employee welfare.• Consumer service & welfare.• Extent of R&D in product modification.• Extent of innovations.

Corporate Image of L&T

• L&T health centre, Mumbai provides free medical check ups to employees.

• Alliances with many foreign companies.• Constructions in abroad also.• Many community welfares and CSRs increased the

image of L&T.• AIDS awareness, mother-child care, family planning

measures.• L&T constructs state-of-art buildings.• Railway bridge on the Panval Nadi, near Ratnagiri in

Konkan Railway is highest viaduct in Asia.

Corporate Image of L&T

• Record construction of J.N Stadium in Chennai in 260 days!

• Award for constructing ICICI Corporate office, BKC, Mumbai

Logos

Logo

• It’s a single piece of type comprising a word or words, trademark or design.

• Companies use it for easy identification of their products.

• L&T has a simple logo

Need and purpose of Logo

• Essence of personality.

• Identity to the world.

• Logos should be created wisely.

• Logo framing involves lot of time and money.

• Should grab public interest in a single view.

• Logos help in checking illegal goods.

Logos and consumers

• Logos keep the band name high in consumer’s mind.

• It helps illiterate people to easily identify the right product.

• Logos with tag-line attract consumers.

L&T’s ECC

• A logo of L&T in infrastructure educates people about L&T’s contribution.

• L&T can bag more contracts with logos painted in constructions.

Corporate Social Responsibility

Corporate Social Responsibility

• Commitment of business firms to serve the economy.

• Ethical behavior towards employees and customers.

• Serving environment in which its operates.

Benefits of CSR

• Creates positive image.

• Creates emotions among public.

• Involved in short-term employment.

• Provides satisfaction and motivation to employees.

Implementing CSR

• Proper flow of communication from top to bottom level.

• Appointment of proper CSR personnel.

• Good relationship with customers, investors etc.

• Annual CSR reports.

• Regular feedback.

CSR and Brands

• ‘Lead India’ campaign by TOI for bringing change in society.

• TOI gained public sympathy and enhanced image.

• NIKE CSR, 2003-learning from consumer, NGO attacks.

• Infosys contributes 1% of PAT for various community development.

CSR and Brands Contd…

• E-Choupal by ITC for assisting farmers through internet for selling their output.

• M&M’s K.C.M.E.T has given Rs.7.5 crs as grants and scholarships.

• TCS’s Adult Literacy Program (ALP) to address the problem of illiteracy.

CSR and Brands Contd…

• Aptech’s tie up with an NGO to provide education in Barrackpore.

• JCB India adopted a government school in the vicinity of company premises.

• DCM Shriram providing education to girl child, water to villages in Kota, Rajasthan.

L&T’s CSR

• Prayas: trust formed to help the less privileged people of the society.

• Rehabilitation efforts: Help during calamities in Orissa, Gujarat and Bhutan.

• Free eye check-up with Arvind Eye Hospital at Kancheepuram, T.N.

L&T’s CSR Contd…

• AIDS awareness campaign at BIAL on 01st Dec’2006.

• Blood donation camp at Barkeshwar on 28th Nov’ 2006.

• Construction Vocational Training to laborers from poor background at Chennai and Panvel.

• They were given training on carpentry, plumbing, masonry etc. free of cost

GOLDEN PEACOCK Award for CSR-L&T Infotech

Corporate Communications Department of L&T

• Provides an interface with company’s publics.

• Info on company’s activities (projects, tenders).

• Media briefings about company.

• Image promotion and marketing.

• Advertising.

Thank you