1. What is emotional intelligence and what are soft skills?

Illustrate your points with the

help of examples.
Ans.: Emotional intelligence (EQ) is the ability to identify, use, understand, and manage
emotions in positive ways to relieve stress, communicate effectively, empathize with others,
overcome challenges, and defuse conflict. Emotional intelligence impacts many different aspects
of your daily life, such as the way you behave and the way you interact with others.
If you have high emotional intelligence you are able to recognize your own emotional state and
the emotional states of others, and engage with people in a way that draws them to you. You can
use this understanding of emotions to relate better to other people, form healthier relationships,
achieve greater success at work, and lead a more fulfilling life.
Emotional intelligence consists of four attributes:
1. Self-awareness You recognize your own emotions and how they affect your thoughts
and behavior, know your strengths and weaknesses, and have self-confidence.
2. Self-management Youre able to control impulsive feelings and behaviors, manage your
emotions in healthy ways, take initiative, follow through on commitments, and adapt to
changing circumstances.
3. Social awareness You can understand the emotions, needs, and concerns of other
people, pick up on emotional cues, feel comfortable socially, and recognize the power
dynamics in a group or organization.
4. Relationship management You know how to develop and maintain good relationships,
communicate clearly, inspire and influence others, work well in a team, and manage
conflict.
Soft skills are personal attributes that enhance an individual's interactions, career prospects and
job performance. Unlike hard skills, which tend to be specific to a certain type of task or activity,
soft skills are broadly applicable. Soft skills are personal attributes that describe an individual's
ability to interact with others. Soft skills, also known as people skills, complement hard skills to
enhance an individual's relationships, job performance and career prospects. It's often said that
hard skills will get you an interview but you need soft skills to get -- and keep -- the job.
Soft skills is a term often associated with a person's "EQ" (Emotional Intelligence Quotient), the
cluster of personality traits, social graces, communication, language, personal habits,
friendliness, and optimism that characterize relationships with other people. Soft skills
complement hard skills which are the occupational requirements of a job and many other
activities. They are related to feelings, emotions, insights and (some would say) an 'inner
knowing': i.e. they provide an important complement to 'hard skills' and IQ.
Soft Skills List Self Management Skills

Self-Management Skills address how you perceive yourself and others, manage your emotions,
and react to adverse situations. Only when you build an inner excellence can you have a strong
mental and emotional foundation to succeed in your career.
1.

Growth mindset Looking at any situation, especially difficult situations, as an

opportunity for you to learn, grow, and change for the better. Focusing your attention on
improving yourself instead of changing others or blaming anyone.
2.
Self-awareness
Knowing
and
understanding
what
drives,
angers,
motivates, embarrasses, frustrates, and inspires you. Being able to observe yourself
objectively in a difficult situation and understand how your perceptions of yourself, others,
and the situation are driving your actions.
3.
Emotion regulation Being able to manage your emotions, especially negative ones, at
work (e.g. anger, frustration, embarrassment) so you can think clearly and objectively, and
act accordingly.
4.
Self-confidence - Believing in yourself and your ability to accomplish anything.
Knowing that all you need is within you now. Those who believe in themselves have
access to unlimited power wisdom from Kung Fu Panda
5.
Stress management- Being able to stay healthy, calm, and balanced in any challenging
situations. Knowing how to reduce your stress level will increase your productivity, prepare
you for new challenges and supports your physical and emotional health, all of which you
need for a fulfilling, successful career.
6.
Resilience Being able to bounce back after a disappointment or set back, big or small,
and continue to move onward and upward.
7.
Skills to forgive and forget- Being able to forgive yourself for making a mistake, forgive
others that wronged you, and move on without mental or emotional baggage. Freeing
your mind from the past so you can focus 100% of your mental energy on your near and
long-term career goals.
8.
Persistence and perseverance Being able to maintain the same energy and dedication
in your effort to learn, do, and achieve in your career despite difficulties, failures, and
oppositions.
9.
Patience Being able to step back in a seemingly rushed or crisis situation, so you can
think clearly and take action that fulfills your long term goals.
10. Perceptiveness Giving attention and understanding to the unspoken cues and
underlying nuance of other peoples communication and actions. Often times, we are too
busy thinking about ourselves and what we are saying, we leave little room to watch and
understand others action and intentions. If you misinterpret others intention, you can
easily encounter difficulties dealing with people and not even know why.
Soft Skills List People Skills

People Skills address how to best interact and work with others so you can build meaningful
work relationships, influence others perception of you and your work, and motivate their actions.
I have split them into two sections Conventional and Tribal
Conventional List of people skills you can find in most job descriptions and you will be
assessed on some or all of these in your performance reviews depending on your level.
1.
Communication skills Being able to actively listen to others and articulate your ideas
in writing and verbally to any audience in a way where you are heard and you achieve the
goals you intended with that communication.
2.
Teamwork skills Being able to work effectively with anyone with different skill sets,
personalities, work styles, or motivation level to achieve a better team result.
3.
Interpersonal relationship skills Effectively at building trust, finding common
ground, having empathy, and ultimately building good relationships with people at work and
in your network. This skill is closely related to Communication Skills. AsMaya
Angelou said I have learned people will forget what you said. People will forget what you
did, but people will never forget how you make them feel.
4.
Presentation skills Effectively presenting your work results and ideas formally to an
audience that captivates their attention, engage their input, and motivates them to act in
accordance to your desired outcome. While presentation skills is a form of communication
skills, I decided to list it separately given the ability to present plays a huge role in any
business profession especially as you move up in your career.
5.
Meeting management skills Leading a meeting to efficiently and effectively reach
productive results. At least 50% of meetings today are a waste of time.
6.
Facilitating skills Being able to coordinate and solicit well represented opinions and
feedback from a group with diverse perspectives to reach a common, best solution.
7.
Selling skills - Building buy-in to an idea, a decision, an action, a product, or a service.
This is not just for people in sales.
8.
Management skills Creating and motivating a high performing team with people of
varied skills, personalities, motivations, and work styles.
9.
Leadership skills Defining and communicating vision and ideas that inspires others to
follow with commitment and dedication.
10. Mentoring / coaching skills - Providing constructive wisdom, guidance, and/or feedback
that can help others further their career development
Tribal List of people skills that you will not find in any job descriptions. They are also
essential to your career success. I call it tribal because they are more insider knowledge that
you gain from work experience or from mentors. Some people can go through their entire career
and not be aware of some of these skills.
11. Managing upwards Proactively managing your relationship with your boss, his
expectations of your work, and his perception of your performance. Whether you are
challenged, given opportunities, or recognized at work heavily depends on your ability to
communicate, manage expectations, and build a good relationship with your boss.

12.

Self-promotion skills Proactively and subtly promoting your skills and work results to
people of power or influence in your organization and network. It is not enough that your
boss knows you do great work. You need to subtly build your reputation with all key people
that can influence your performance review. This is because hard work alone does not
guarantee success.
13. Skills in dealing with difficult personalities Being able to still achieve the work result
needed while working with someone whom you find difficult.
14. Skills in dealing with difficult/unexpected situations Being able to stay calm and still
are effective when faced with an unexpected or difficult situation. This includes being able
to think on your feet and articulate thoughts in an organized manner even when you are not
prepared for the discussion or situation you are in.
15. Savvy in handling office politics Being able to understand and proactively deal with
the unspoken nuances of office and people dynamics so you can protect yourself from
unfairness as well as further your career. Office politics is a fact of life. If you dont choose
to play, it can play you.
16. Influence / persuasion skills - Being able to influence perspectives or decision making
but still have the people you influence think they made up their own minds.
17. Negotiation skills - Being able to understand the other sides motivations and leverage
and reach a win-win resolution that you find favorably, satisfies both sides, and maintains
relationships for future interactions.
18. Networking skills - Being able to be interesting and interested in business conversations
that motivates people to want to be in your network. The bigger and stronger the network
you have, the more easily you can get things done (e.g., find a job, get advice, find business
partners, find customers, etc)

2. What are bad news letters? Enumerate dos and donts of some bad news letters.

In business writing, a letter,memo, or email that conveys negative or unpleasant information-information that is likely to disappoint, upset, or even anger a reader.
Bad-news messages include rejections (in response to job applications, promotion requests, and
the like), negative evaluations, and announcements of policy changes that don't benefit the
reader.
A bad-news message conventionally begins with a neutral or positive buffer statement before
introducing the negative or unpleasant information. This approach is called the indirect plan.

Communicating bad news some dos and donts

Increasingly, people on business writing courses are asking for advice on how to communicate
bad news. Here are some thoughts what would you add to this list?
What to Do
1. Anticipate peoples questions
Put yourself in your audiences shoes. If youd been told there were to be redundancies in your
team, what questions would you want answers to? They might include: Does this affect me?
When will this happen? Where can I go to for advice and support?
2. Avoid Legal Problems Defamation of character dont call people names in a published
document Avoid statements that could be misinterpreted or potentially damaging. Avoid data
that could be misused. Your words are assumed to represent the company
3. Give people a chance to air their feelings
The workplace isnt an emotion-free zone. Recognise that people will want to express their
feelings about whats happening. They may be angry and upset so dont try and pretend
otherwise. Let them air their concerns and ask questions.
4. Use a variety of communication channels
Sometimes, the written word isnt enough. In 2010, workers at Essex Police were told their
redundancy payments were to be halved in an article on the intranet.
The bosses obviously didnt have the courage to face up to staff directly and you can imagine
how their employees felt when that little bombshell quietly appeared on the homepage.
5. Share information as soon as possible
Media rumour and gossip at the water cooler breed uncertainty and fear. Be sure employees hear
the news from you first.

6. Goals
*Acceptance: Reader understands and accepts bad news. Indirect pattern helps.
Positive Image: Promote good image of yourself and company.
Be ethical. Message clarity: Make message so clear that additional correspondence is not
necessary.
Protection: Avoid creating legal problems.
7. Closing
Pleasant statement that promotes good will We look forward to
If alternative exists, end with follow through advice. I will be happy to give you .. Please
call .. to arrange a
Freebies coupons, samples, gifts, etc.
Reference to resale or promotions, if applicable
Avoid endings that sound canned, insincere, inappropriate, or self-serving
8. Closing continued
Dont invite further correspondence about the issue.
Dont repeat a reference to the bad news in the closing.
"Not-To-Do's"
1.
Try to make out bad news is good news Few people would be quite so crass, yet youd
be surprised at how many people try to mitigate bad news by looking on the bright side.
2.
Resort to corporate euphemisms-Obscuring the issue with euphemistic language may
make the person breaking the bad news feel better, but no one else. Challenging usually
means difficult, issues are more likely to be problems, and cost-efficiencies are always cuts.

Being told youre part of a downsizing (or, worse still,rightsizing) operation does not make
you feel better about losing your job. Probably worse, in fact.
3.

Talk like a robot operated by the Legal department

Similarly, dont hide behind legalese. Phrases that sound as if theyve been lifted from a
contract like prior to andeffective immediately send the message that your priority is to
cover your back. I recently came across a redundancy memo that told employees the
company would offer redeployment opportunities where possible.

4.

Do that corporate throat-clearing thing

Yes, its important to explain why, for example, redundancies are necessary. Dont bury the
most important message in irrelevant information or old news. Lead with the news and
answer the tough questions up front. Then provide the context.

5.
6.
7.
8.
9.

Avoid focusing on what you can't or won't do.

Avoid over-emphasizing the negative.
If you do need to apologize for something, avoid excuses and self-debasement.
Don't apologize for being clear and honest.
Don't tell your readers how they should feel, and don't presume you know how they feel
or what they think.
10.
Don't tell people what they should do about things they are responsible for.
11.
Avoid conditions: Not "If you want to see an example . . ." but "Enclosed is an example".
Not ". . . if that helps", rather, omit the phrase. It's more helpful and sounds more confident to
act without giving conditions to the reader.
12.
Avoid any unnecessary negative information.
13.
When disagreeing or giving criticism, don't speak for others. Not "No one agrees" but "I
don't agree."
14. Avoid negative words and phrases.
3. Imagine that you work for a mobile phone company. Write a report on the use of SMS
and e-mails for business purposes in the capital of your state.
With the advent of Smartphones, everyone today is talking about Internet on mobiles, 3G speeds
etc. However, SMS, a traditional short message service on mobile, even today is pretty much the
most frequently used feature after calling. Ever even more than calling.
yes, thats true, majority of Indian population, especially younger crowd, uses SMS/Email more
than calling. Even professionals use it for myriad of reasons, including checking bank balances,
mobile bills, and status of train/flight etc.

use of SMS
Advertise your new product or service-Businesses who market to a target
audience can have their customers subscribe to their texting service and be
the first ones to know about an exclusive offer, a special event, discounts, or
coupons.
Emergency Notification SMS is a great way to notify your group or team
during an emergency. Send critical updates during natural disasters, last
minute event location changes or just before your companys all-hands
meeting.
Promotions Travel agents are using texts to their customer databases to
highlight special offers and promotions, which can be tailored to individual
preferences. Send a message with a unique discount code for customers to
redeem. The exclusive code creates incentive to stay on the list for future
promotions.
Contests Launch a text messaging contest to your database with a text-towin campaign. Try sending out a follow up text about the winner of the
contest so customers will continue to enter for upcoming contests.
Customer Service Many offer customer support and problem resolution via
text. Customers are also able to check order status, track their packages and
receive back order notification alerts.
Events Implement a text messaging marketing strategy to promote weekly
meetups or networking events. Send out key logistic information like
changes of venue or detailed parking instructions.
Lead Generation Gyms worldwide are using mobile marketing to generate
leads through stronger databases, send out new membership promotions
and offer updates on new classes and class cancellations.
Confirm deliveries-With texting you can track packages and maintain
inventory levels every time as stock arrives. Messages give exact times and
dates, so you know you can take the appropriate action.
Provide fast client contact-Let your clients know when youve finished a job
or need further information even if they are in a meeting or on the road.
Interact with your customers-Build your brand loyalty with existing and
potential customers through games and polls.

Pass along important information in a meeting-If youre trying to get your

bosss attention in a meeting, but cant disturb her, send a text message
Quick communication with coworkers-If youre in the home office and need to
let your IT team know about certain developments, send them a text
message. Its secure, fast and reliable.

The use of email is essential when communicating in today's business

culture. Businesses of all sizes, locations and types can effectively use email
for multiple purposes. It is the most efficient way to communicate with
management, colleagues, clients and vendors
Communicate Companywide-Email is used when management, human resources and other
departments send memos and notifications to the company as a whole. For instance, certain
software programs might be shut down for maintenance between specific hours of the evening or
night. Emails will be sent notifying all employees to process data, fill out time sheets or log out
of that system during the maintenance period.

Speed-Communicating by email is almost instantaneous, which can enhance

communications by allowing for quick dissemination of information and fast
response to customer inquiries. It may also allow for quicker problem-solving
and more streamlined business processes. As a result, small business owners
can accomplish more in less time.

Geographic Barrier Reduction-Email reduces geographic and time zone

barriers for businesses. Employees or contractors from around the world can
communicate, regardless of their location. Likewise, customers can send
sales questions and support requests by email based on their own time zone
schedules.

Correspondence-Email is used when colleagues of the same or different departments need to

send and receive information about projects, spreadsheets, reports and research. Emailing is an
extremely useful tool because it only takes a few moments to receive the answers to an inquiry.

Employee-Vendor Relations -Clients and vendors use email to order products and services.
This is the best way to ensure the proper amount of products will be delivered. Senders and
receivers should save emails, in case there is an issue with quantity and pricing.
Company Information-Businesses send out company newsletters through email. This gives
employees the opportunity to quickly open and read information on company advancement,
stocks, featured employees, charitable donations and food drives.
Scheduled Meetings-Employees can receive dates and times of meetings, conferences, and
mandatory training sessions via email. Confirmations and reservations can be made the same
way

Targeted Marketing-Email lets businesses market to targeted audiences.

Customers can opt in to receive email communications about products they
own, sales or new items. Customers who receive targeted emails based on
their preferences are likely to be more receptive. Email marketing can also
target customers based on their status with a business. For example, a
business can tailor messaging to new customers, existing customers and
repeat customers.

Efficiency-Email can help increase productivity. Business owners can

communicate with established distribution lists, automatically forward
information based on a topic, or send information to specific individuals as
needed. Most email software provides customization features you can tailor
to the type of work performed, volume of daily email messages and the
needs of the worker. Effective email use can reduce reliance on face-to-face
consultations and meetings.

Lower Costs-Moving communications from physical mail to email can result

in significant savings in postage costs, shipping supplies and employee
resources. Businesses can also decrease customer service support costs by
focusing on email customer support options rather than phone-based
services.

Control-Email grants control to recipients and senders. Recipients have the

freedom to respond at will without facing sometimes intrusive interruptions
of various kinds, Email also gives recipients time to gather information to
respond, and compose more thoughtful, concise, informative replies. Senders
enjoy these same advantages.

Convenience-Outgoing and incoming emails can be permanently saved

without creating unnecessary paperwork. Users can retrieve copies without
rifling through file cabinets, and can create multiple email folders to logically
categorize messages. Users can access information from colleagues instead
of trying to recall something said in a phone call. Email also allows for
attachments of various types of files and images.

Marketing-Email mailing lists are a great way to stay in touch with

customers. Newsletters are effective branding tools, and keep your business'
name and products or services fresh in customers' minds. Email newsletters
allow you to alert customers to promotions, new offerings, sales and
company events without spending money on marketing materials. Including
an easily visible opt-out link keeps communication noninvasive.

Rapid Communication-Email communications blaze through the Internet with

amazing speed. This speed allows businesses to work at a faster pace and
communicate more effectively, even in large organizations. Executives are
able to receive almost real-time status updates and can therefore make wellinformed decisions. Email can also be used to rapidly disseminate
information to multiple employees at the same time.

Decreased Cost-One of the biggest business advantages of using email in

business is the cost savings. The overhead to maintain an email system is
relatively low. Small businesses can utilize free online email services for no
cost beyond their computer and Internet connection expenses. The
decreased costs for businesses can be seen in their postage usage,
telephony expenses and even travel expenses.

Data Transfer-Before email was available, the transfer of data was a time
consuming and tedious task. Information was stored in large files or in large
documents and then shipped to the place where data was needed. The builtin delay with this process caused businesses to use old data to make
decisions and hampered management's ability to understand the real-time
status of the business. Now data transfer can occur rapidly, with little down
time on information.

Security-Email is a more secure method of communication than letters or

faxes. Letters or faxes can be intercepted fairly easily at a business since a
physical movement of the information must occur. Faxes with sensitive
information can inadvertently be left on a fax machine if the recipient is not
aware of when the fax is sent. Emails can create a record of the information
in a safe environment that is easily backed up for future use.
Marketing-Email allows a business to reach customers in a more economical
and expedient manner. Businesses can answer customer questions quickly,
which increases customer loyalty. Marketing and advertisements can be sent
to a select customer base or a widespread group of potential clients. This
speedy dissemination of marketing materials increases sales and decreases
the time between the start of a marketing campaign and customer
purchases.

Collaboration-Email allows for more teamwork in problem solving and

business processes. Representatives from various departments and
functional areas can participate in helping advance the business. Businesses
can use emails sent to all team members as an ongoing dialogue without
having to meet in face-to-face meetings. Targeted emails can be sent for
review to functional areas such as information technology for feasibility of
ideas generated by other departments.

4. Explain the concept of infotainment. How is television a liberal educator?

It refers to television shows, movies, websites, and software that blend information and
entertainment together.
Infotainment is a neologistic portmanteau of information and entertainment, referring to a type
of media which provides a combination of information and entertainment. According to many
dictionaries. Infotainment is always television, and the term is "mainly disapproving." However,
many self-described infotainment websites exist, which provide a variety of functions and
services. many of which include the several increasingly popular social media websites and
applications being used daily by billions of users worldwide.
Definition - What does Infotainment mean?
Infotainment is a type of media that tries to combine educational or useful
information and entertaining content. Infotainment is designed to help
promote the acquisition of specific information, skills or trades in a format
that appeals to users. Infotainment usually refers to televised news content
and is considered a disparaging term because it implies a contrast in quality
and respectability between this type of content and true news. Online
contests, polls and info graphics are considered forms of infotainment found
on the Web.

Meaning of Liberal education

Liberal Education is an approach to learning that empowers individuals and prepares them to
deal with complexity, diversity, and change. It provides students with broad knowledge of the
wider world (e.g. science, culture, and society) as well as in-depth study in a specific area of
interest.

Television is a liberal educator

Educational television or Learning show is the use of television programs in the field
of education. It may be in the form of individual television programs or dedicated specialty
channels that are often associated with cable television as Public, educational, and government
access (PEG) channel providers.
There are also adult education programs for an older audience; many of these are instructional
television or "telecourse" services that can be taken for college credit. Examples of these
include Open University programs on BBC television in the UK.

Many children's television series are educational, ranging from dedicated learning programs to
those that indirectly teach the viewers. Some series are written to have a specific moral behind
every episode, often explained at the end by the character that learned the lesson.
In the social aspects of television, several studies have found that educational television has
many advantages. The Media Awareness Network explains in its article, The Good Things about
Television, that television can be a very powerful and effective learning tool for children if used
wisely. The article states that television can help young people discover where they fit into
society, develop closer relationships with peers and family, and teach them to understand
complex social aspects of communication.

Advantages:
Television is very useful since it delivers many programs for our interests.
It provides entertainment with music, songs, programs, etc.
It is a good friend, baby-sitter house servant etc.
It is very useful in education, business and other dally programs.
It helps to keep people to be in touch throughout the world and events.
It makes people up to date, knowledgeable, etc.
it becomes a source of time palling, public awareness, trainings, project field study, etc.
It teaches a lot about social, cultural, personal aspects of people.
It is used in teaching learning purposes too.

Disadvantages:
Both the children and adults are affected badly by false things presented on television.
People (Basically young people) can copy foreign fashions and unacceptable activities sooner.
TV wastes our creative, productive time and makes us forgetting out duties and responsibilities.
It makes people crazy, fashionable and lazy if they misuse it .
Poor people cant have TV since it is expensive to buy and to mend it.
TV gives false advertisements that cheat the common people.
The imaginative and creative potentiality of children and youths are damages badly.
The more programs are broadcast, the more people are affected by them.
Less people can select what is good and what is not while using TV.

5. What is corporate communication? Explain various types of corporate communication

with the help of suitable examples.
Corporate communication is a set of activities involved in managing and orchestrating all
internal and external communications aimed at creating favorable point of view among
stakeholders on which the company depends.
Definition
The sharing of information within a business. Corporate communication elements of
a corporation. To facilitate corporate communication, a business manager will usually need to
have or develop considerable interpersonal skills - such as effective speaking, writing and
listening - in order to best assist information sharing within their department.
Also called organizational communication.
Methods and tactics
Three principal clusters of task-planning and communication form the backbone of business and
the activity of business organizations. These include management communication, marketing
communication, and organizational communication.

Management communication takes place between management and its internal and
external audiences. To support management communication, organizations rely heavily on
specialists in marketing communication and organizational communication.

Marketing communication gets the bulk of the budgets in most organizations, and
consists of product advertising, direct mail, personal selling, and sponsorship activities.

Organizational communication consist of specialists in public relations, public affairs,

investor relations, environmental communications, corporate advertising, and employee
communication.

The responsibilities of corporate communication are:

to flesh out the profile of the "company behind the brand" (corporate branding)

to minimize discrepancies between the company's desired identity and brand features

to delegate tasks in communication

to formulate and execute effective procedures to make decisions on communication

matters

to mobilize internal and external support for corporate objectives

to coordinate with international business firms

Types of Communication

1. Internal Communications
The internal element of corporate communications focuses on aligning staff with the
organizational values and purpose. Activities include arranging staff conferences or regular
"Town Hall" meetings with senior managers, sharing stories on the company intranet or in the
company newsletter, and organizing award schemes to reinforce organizational values. Internal
communications often liaise with media relations; sharing positive media coverage internally is a
way to raise morale.
Today there are a plethora of techniques and technologies used to communicate, both up/down
and side-to-side within an organization:

One-on-one meetings

Staff/team meetings

Emails

Voice mails

Video broadcasts

Intranets

Audio files (usually downloadable audio, but increasingly sent out via rss technology
['podcasts'])

Staff-to-staff newsletters

Corporate newsletters

Annual Reports

Quarterly Reports

Roadshows

Four essential elements of successful internal communications

If you ensure that your internal communications have taken into consideration the following four
elements, you can be assured that your message will have a very high chance of not only being
noticed, but actually achieve its communication goal:

Is focused on one (only) specific strategic business issue

Is written in language the receiver is able to comprehend

Has an outcome that is specific and measurable

Is delivered in a timely manner and in a medium that the receiver is willing and happy to
receive it in

2. External Communication
External communication is the transmission of information between a business and another
person or entity in the company's external environment. Examples of these people and entities
include customers, potential customers, suppliers, investors, shareholders, and society at large.
Media Relations
Media relations professionals ensure that the organization as a whole is represented positively in
the media. They are generally not responsible for PR for products and services -- that job is for
their colleagues in marketing communications. However, the corporate communications team is
on the task when the company's reputation is on the line with the risk of negative coverage if a
product has a fault.
Public Affairs
Organizations in every sector are subject to laws and regulations at the local, state, and federal
level. The job of public affairs staff is to put forth the organization's case for amendments to
proposed or existing legislation, and in some cases, to campaign for new laws. Public affairs staff
often works with media relations to run integrated campaigns. Example: A fundraiser for
providing meals to the homeless sponsored by Ben and Jerry's.

Strategic communication and publicity - communication involving how the message will be
conveyed to the public. This is the message and the image of the company itself. How people
will think of the company with just saying the name. Example: Apple, people think clean,
illuminated, and smart.
Congressional Affairs - corporate communication may involve governmental affairs in which a
communication specialist would need to understand how to address congressional matters.
Example: Proper use of jargon and presentation methods in a government forum.
Investor Relations
The purpose of investor relations is to reassure shareholders that their investment in the company
was a wise move, and that they should continue to hold onto their shares, if not buy more of
them. The emphasis of communications is on the financial success of the company and the
decisions it makes that will lead to growth. The investor relations team produces regular financial
and management reports and briefs for the financial media. The equivalent function for nonprofit
organizations is donor relations.
Websites
Company websites are a common form of external communication. A professionally designed
website may add to a companys credibility, while a poor design may negatively influence the
consumers faith. A website can keep the public up to date on a companys activities and events
such as department store sales or relocations. In addition, message boards and contact
information provide consumers with an opportunity to respond to the company. Sometimes,
companies will develop departments specifically devoted to managing websites.
Press Releases
Press releases are written or recorded statements that a company distributes to media outlets such
as newspapers and radio stations. In most cases, these releases are required to contain strictly
newsworthy information regarding company services and products. Companies may include
press releases in full press kits.

Email and Newsletters

A company can release mass emails to a target audience such as consumers or shareholders.
These emails can also take the form of electronic newsletters that the company distributes on a
regular basis. In most cases, individuals can choose to subscribe to these newsletter notices
through company websites. Subscribers are then free to cancel their subscription if the
newsletters fail to meet expectations.
Telephone Calls
A company can use telephone calls to reach individuals in its target audience. These calls may
consist of prerecorded messages offering sales information and opportunities. This strategy may

cross into the field of telemarketing, in which services are offered directly through telephone
calls.
Interviews and Public Presentations
Personal appearances continue to exert significant influence on your corporate identity. This can
be in the form of speeches, media interviews and appearances before a Senate subcommittee
or as simple as a presentation to a local civic organization, such as a Rotary club.