The importance of public relations for the corporate governance of modern companies

Jan Lukša

Bachelor's thesis

Abstract:

The academic work is focused predominantly on Public Relations and in order to best explain what the Public Relations actually is, what it means to corporations and how to properly manage it, the work is broken up into two main sections. The first section outlines the most widely used techniques that enhance the effective use of Public Relations. The main techniques, or tools, are: audience targeting, managing language and choosing the right media. The media broadly used are: audio/reproduction, broadcasting, film, internet, newspapers and publishing as well as video games. The first section also provides, albeit implicitly, key recommendations to businesses and enterprises concerning the proper implementation of PR techniques and tools in the workplace. The second section is comprised of five case studies. Four corporations (Sony, Enron, Airbus and Apple) and one initiative (Red PRODUCT) are studied into the detail. The backgrounds of corporations as well as the industries where the corporations ply their trade are introduced. The latter parts of the case studies then describe how these five manage to cope with the task of managing PR. Examples of exceptional, visionary or satisfactory uses of Public Relations come across as well as the dreadful, horrifying exercises that have eventually led to the dispersion of one particular corporation (Enron). Finally, the conclusion provides analytical examination of Public Relations and the observations made serve as the basis for the consultancy-like recommendations and advices on how to master the art of managing Public Relations

Abstract:

The academic work is focused predominantly on Public Relations and in order to best explain what the Public Relations actually is, what it means to corporations and how to properly manage it, the work is broken up into two main sections. The first section outlines the most widely used techniques that enhance the effective use of Public Relations. The main techniques, or tools, are: audience targeting, managing language and choosing the right media. The media broadly used are: audio/reproduction, broadcasting, film, internet, newspapers and publishing as well as video games. The first section also provides, albeit implicitly, key recommendations to businesses and enterprises concerning the proper implementation of PR techniques and tools in the workplace. The second section is comprised of five case studies. Four corporations (Sony, Enron, Airbus and Apple) and one initiative (Red PRODUCT) are studied into the detail. The backgrounds of corporations as well as the industries where the corporations ply their trade are introduced. The latter parts of the case studies then describe how these five manage to cope with the task of managing PR. Examples of exceptional, visionary or satisfactory uses of Public Relations come across as well as the dreadful, horrifying exercises that have eventually led to the dispersion of one particular corporation (Enron). Finally, the conclusion provides analytical examination of Public Relations and the observations made serve as the basis for the consultancy-like recommendations and advices on how to master the art of managing Public Relations

Keywords

Public Relations, Target Audience, Managing The Language, Corporations, SONY, Enron, Airbus, Apple, Product RED, Loyalty, Corporate Governance, Corporate Citizens, Corporate Responsibility

Keywords

Public Relations, Target Audience, Managing The Language, Corporations, SONY, Enron, Airbus, Apple, Product RED, Loyalty, Corporate Governance, Corporate Citizens, Corporate Responsibility

Language used: English

Date on which the thesis was submitted / produced: 20. 5. 2008

Thesis defence

• Date of defence: 20. 6. 2008
• Supervisor: Joseph Ference

Univerzita Palackého

Filozofická fakulta

Bachelor programme / field:
Filologie / Angličtina se zaměřením na aplikovanou ekonomii