materials for International "Corporate Communications" Summer School 2012

1. COMMUNICATION MANAGEMENT

2. Communication management
• Communication management -
a scientific management of
information flow interaction
between people, groups, social
and political groups to address
strategic and tactical objectives
in the development of public
relations.
• Communication management
teaches not the direct influence
on people. This discipline is
focused on the use of secret
communication channels with
the strategic and local
objectives

3. Main objectives:
• Information analysis and forecasting
• Management of information to achieve certain goals
• Understanding the public, a report to the management of
the company relevant information.
• There is a specialist in communication management
candidates often resort to the highest office in the state.

4. Case study

5. Problems
More competition in
the Russian and, in
particular regional,
Sverdlovsk, the
financial services
market. It was
necessary to create a
communication space
and support the level
of information
presence in the mass
media in the region.

6. Target audience
• The bank's customers
(including potential) -
individuals
• The media of Urals
region
• Regional economic and
political elite
(government structures,
civil society
organizations)
• Managers of enterprises
and organizations -
potential customers of
the bank (business)

7. Goals and Objectives
• Creating positive information about the
bank's space
• The image of the bank as an analytic
institute
• Formation of a friendly social
environment and information
• Creating and maintaining a good
reputation of the bank
• Formation of a full and fair
presentation of the information about
the bank
• Building an effective communication
and strengthening partnerships with
the media, the media.

8. Strategy
• Reliability, validity
• Established an
impeccable reputation
• Conservatism
• The high ratings
• The maximum
coverage of the target
audience of the bank
• Analytical, Information
orientation
• The absence of
"political" color

9. Tools which are used for achievement of
problems of bank activity on public relations:
• Printing Press
• TV
• Radio
• Outdoor Advertising
• Electronic media
• Personal contacts with representatives of the media elite
• Media Monitoring
• Surveys of target audiences

10. Tactics, creative solutions
• Communication Project
• Communication project
advertising
• Non-commercial
communication project
• Large-scale
communication project
• Local communication
project
• Periodically
communication project
• One-time communication
project

11. Non-profit communication project "Press Club"
• Newsletter of the bank, and comments on topical issues
of economic and financial sector
• In the monthly view preparing a detailed analytical review
of the banking and civil law.

12. Periodic large-scale non-profit communication
project «Ural first Festival of Sacred Music
„Blagovest‟»
SKB-bank and the Yekaterinburg diocese of the Russian
Orthodox Church, the administration of the Sverdlovsk
Region, the Ministry of Culture organized a festival of sacred
music under the motto "Rethink spiritual traditions -
together!"

13. Large-scale periodic non-profit project " Сouncil
of the banker "
• Open Days, with thematic days: mortgage and consumer
lending, direct telephone lines.
• Each week includes the publication of analytical materials
specialists of the bank in a special column, "Ask the
banker" in the regional newspapers.

14. Large-scale periodic non-profit project
"Golden nugget"
These competitions were held during the 2003 2004 academic year.

15. “Retail Banking in the Urals”
• The Bank together with the magazine "Expert-Ural" large-scale study
conducted in the Ural region on the "Retail Banking in the Urals.
Nonprofit communications project "Inter-bank championship mini
football," Fall 2004 "
• SKB-Bank and the Urals Banking Union held the interbank
Championship on mini-football. October 10th, 2004 at the Central
Stadium field 13 teams competed, representing various banks of
Sverdlovsk region.
Large-scale project "system, a socially responsible bank of the Middle
Urals - the leader of the regional market"
• The project has been published in editions of materials dedicated to
strategic, conceptual issues of business development, economic
practice and optimization of business, good governance, financial
management and business education.

16. Social Projects
• Competition "Children draw victory"
• Restoration of the plaque dedicated to the Third Guards Division
• A joint project of TV "11-channel" (Polevskoy) and SKB-Bank "This
is us"
• Support for the project Sverdlovsk Philharmonic "All the piano
concerts by Sergei Rachmaninoff"
• Support for social project "These are our children"
• Preparation and publication of reviews yet free of the bank on its
activities
• Preparation of formal comments on behalf of the bank, their
publication in the media free of charge
• The implementation scenario reputational risk (article in the
newspaper "Yegorshinsky news" (Artemovsk), RBC-daily, the
magazine "Business Quarter", the newspaper "Kommersant"

17. Results
• Citation of the bank rose by
3.8 times
• During the "crisis of
confidence," Summer 2004.
They chose as their financial
partner, 42 organizations and
enterprises
• During the period of "crisis"
outflow of funds of private
individuals amounted to about
2%
• None of the media did not
publish the information in a
negative context

18. Thank you for attention!