Week 11: Corporate & Financial Communication

1. PUBLIC RELATIONS PRACTICE
2014
Week 11
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DR KANE HOPKINS

2. DON’T BE A CUNT* *

3. WHAT NOT TO SWEAR:
THE ACCEPTABILITY OF
WORDS IN BROADCASTING
3

4. 4

5. What not to say
5
DO NOT SAY DO SAY
Mongol Person/baby/child with Down syndrome
Suffers from OR is a
victim of Down
syndrome
Has Down syndrome
A Downs baby/
person/child
A person/baby/child with Down
syndrome or who has Down syndrome
Retarded/mentally
handicapped/
backward
Learning disability
Disease/illness/
handicap
Condition OR genetic condition
Downs (as an
abbreviation)
DS (as an abbreviation if necessary)

6. FINANCIAL PR

8. Financial public relations
A more general all-encompassing term which relates
everything that happens in the financial markets,
including raising awareness and understanding,
among other publics, including bankers, analysts and
all opinion leaders in financial circles, not only
investors.

9. The role of financial PR
• The main purpose is to assist the company in
achieving its corporate objectives
• It is one tool in a business process that starts from
the from the company deciding on its vision,
purpose and direction
• Manage the formulation and implementation of
financial communications strategies
• Managing productive relationships with clients,
press and investment analysts

10. !
• Advising on and assists in the preparation of
communications plans and messaging materials,
providing a strategic view e.g. key messages,
presentations, scripts, press releases, Q&A, fact
sheets
• Pursuit of new business opportunities, shaping
content and presenting at pitches
• Take lead in daily management of team
The role of financial PR

12. Investor relations
Communicating with the company’s investors or
potential investors, and is the term more commonly
used for describing business-related public relations.
It focuses on investors as the main stakeholder or
public.

13. Audiences for investor relations
• Institutional investors
• Individual shareholders
• Analysts and brokers
• Independent advisors
• Finance journalists

14. NZ Shareholders Association

23. Mission vs vision statements
• A mission statement describes the broad practical
steps to close the gap between the unsatisfactory
present and the desired future for the organisation
• A vision statement is what the organisation wants
to become

24. Ideally the vision statement will:
• Describes the future state at a selected time
– Is quantifiable
– Is described briefly, 2-4 sentences
– Developed in consultation
• Answers question: Where are we going?
Vision statement

25. Corporate vision is a short, succinct, and inspiring
statement of what the organisation intends to
become and to achieve at some point in the future
• Vision refers to the category of intentions that are
broad, all-inclusive and forward-thinking.
• It is the image that a business must have of its
goals before it sets out to reach them.
• It describes aspirations for the future, without
specifying the means that will be used to achieve
those desired ends.
Vision statement

26. PepsiCo

27. Fonterra

28. Reserve Bank of New Zealand

29. Mission statements
Each word in the mission statement should be
carefully crafted so that it can be defined and
measured. A mission statement should be:
• Consistent with, and supporting, the organisation’s
vision
• The road map describing how the organisation will
reach its vision
• Telling people what the organisation’s purpose is
• The source of strategies that collectively create a
business plan

30. Mission statements
… should contain 3 important components
1.Key market - who is your target client/customer?
2.Contribution - what product or service do you
provide to that client?
3.Distinction - what makes your product or service
unique, so that the client would choose you?
Bart (1997)

31. Nike

32. Apple

33. Facebook

34. now piss off