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17. Guest Lecture
Feature Writing &
Magazine Production
Speaker: Stacey Anne Rodrigues
Features & Lifestyle Editor
ELLE magazine
Date: 9 Nov 2012 (Fri)
Time: 9 – 11 am
Venue: 3-10/2
Through CJP you should: Know different communication tools used in managing corporate communications functions Demonstrate an ability to put together a corporate message in communicating to stakeholders Analyse the different types of media in communication and the considerations pertaining to each type Demonstrate an ability to choose, plan, design and produce communication tools Understand the editorial and production process
What’s Corporate Communications? A department in a corporation whose primary concern is to produce communication vehicles that promote understanding of and good public relations for the corporation Typically responsible for production of the annual report, promotional materials, and employee communications Adapted from Imber, J & Toffler, B.A., (2008). Dictionary of Marketing Terms , (3 rd Ed.) New York: Barron’s Barron's Educational Series, Inc.
Journalism vs Corporate Journalism Journalism Convey news to the masses via mainstream media e.g. newspapers, magazines, radio and television More recently, in the new media e.g. websites, youtube, podcasts, twitter Corporate Journalism Put across a specific corporate message to a targeted stakeholder from the perspective of an organisation Employs communication tools in delivering the corporate messages
Types of Communication Tools Print Tools Brochures, Newsletters, Posters, Postcards, Banners, Flyers, Postcards, Magazines, Journals, Annual Reports etc. Electronic Tools Websites, New Media e.g. Web 2.0 Tools including Social Media, Corporate/Special Event videos etc. Verbal Tools Speeches, Interviews, Meetings etc.
Types of Communication Tools Print Tools Brochures, Newsletters, Posters, Postcards, Banners, Flyers, Postcards, Magazines, Journals, Annual Reports etc. Electronic Tools Websites, New Media e.g. Web 2.0 Tools including Social Media, Corporate/Special Event videos etc. Verbal Tools Speeches, Interviews, Meetings etc.
Role of Communication Tools Act as channel(s) for controlled information Connect message with target audience Manage image and reputation of organisation Use of words to provoke desired response / action in readers