PR In MNCs

Presented By: Tabbasum Shaikh 39 (S.Y.BMS)

Acknowledgement
It gives me immense pleasure in acknowledging the valuable and cooperative assistance extended to me by the various individuals who have helped me successfully in compliting my project. First of all would like to thank Mumbai University for giving us this opportunity to study the subject of "Public Relations;" I would like to show my gratitude to Mr. Aaditya Aalegaokar for his valuable assistance, encouragement and support on the topic "Fujitec India Pvt Ltd." Lastly i would like to thank my parents and friends who have supported me during the making of this project.

INDEX

INTRODUCTION INTRODUCTION TO MNC PR in MNCs FUJITEC: oCompany Profile PRODUCTS BY FUJITEC

o

Fujitec's Maintenance

Learning & Development Our Core Values Internal PR of Fujitec: Internal PR stretegies:

INTRODUCTION
Historically, the relationship movement of corporate world with society starts in the mid of nineteenth century and in the early twentieth century it enters into the critical times when the big businesses starts engulfing the business of small merchants and producers. Corporate monopolies, the atrocious exploitation of work force, and deceitful business practices were the target of intense hits from investigative journalists and progressively more offended public. However, the division becomes more widen when movement enters in to the rightist and leftist political wings, rightist positioned at policymakers and investors side whereas leftist at victimized and consumer. It was right time for the relational practice that could bridge up gaps of communication between society and corporations. During the 1920, Edward L. Burney gave a twist to spin of relationship through coining the term Public Relations. Modern public relations theories and models are based on significance and roles of PR in the relations of organization and environment, and they all have features of ecology. Whereas, social ecology refers symbiosis of human being and their social environments that address the biological, psychological, social and cultural influences which forms the performances of individuals and their surrounded groups, communities and organizations and relates it with the collective development. Public relations includes systematic management, interpretive semantics, integrated marketing and relational management which reflect more or less entrepreneur relational research with individual, and society is missing element in it. International Journal of Business and Social Science figure out the relationship of consumer, entrepreneur and society and finds the historical roots of public relations with corporate social responsibility through arguing that increased power meant increased responsibility and increased obligation which discourage exploitation or take advantages of individual and community. Public relations itself only as image management program characterized by superficialsymbolism. Behavioral relationship of organization with its publics could achieved long term goals and objectives. Public relations as corporate social responsibility are the behavioral

relationship of entrepreneurial practices within the set norms of society where society evaluates the corporate world. Public Relations or Relation with Publics Public relations field observed almost a century as professional practice and since the beginning several terms were coined by many professionals similar with the public relations. Public relations is not recent phenomena, it has its roots in various ancient cultures and societies. The pioneered concept of modern public relations was very vague for instance in 1903, public relations as The Public Be Fooled, Venderbilts Public- Be Demand and Ivy Lee The Public Be Informed (Seitel & Rockefeller, 2001) and later Edward L. Burneys Engineered of Consent and Walter Lippmans Manufacturing of Consent .Critics and theorists of public relations dont support to the persuasive and informative symbolism of public relations.

INTRODUCTION TO MNC
A multinational corporation (MNC) or enterprise (MNE), is a corporation or an enterprise that manages production or delivers services in more than one country. It can also be referred to as an international corporation. The International Labor Organization (ILO) has defined an MNC as a corporation that has its management headquarters in one country, known as the home country, and operates in several other countries, known as host countries. The Dutch East India Company was the first multinational corporation in the world and the first company to issue stock. It was also arguably the world's first mega corporation, possessing quasi-governmental powers, including the ability to wage war, negotiate treaties, coin money, and establish colonies. The first modern multinational corporation is generally thought to be the East India Company. Many corporations have offices, branches or manufacturing plants in different countries from where their original and main headquarters is located. Some multinational corporations are very big, with budgets that exceed some nations' GDPs. Multinational corporations can have a powerful influence in local

economies, and even the world economy, and play an important role in international relations and globalization

PR in MNCs
Multinational corporations (MNCs) are pilling up the world wealth through their cross border expansions, MNCs twist public consent on their hunger for profits. However, public relations theorist JGrunig (1993) argues that the concept of image is associated with symbolism which portrayed organizational self and it doesnt effective. J. Grunig (1993) observes that the representation of the image intermingle with the perception, cognition, attitude, and schema and for long term goals and mission of organizational relationship with publics, behavioral contribution is necessary at publics part. In recent research publics dominate in the public relations scholarship, an organization has to scheme variety of relationships with their several publics. Cultural models of public relations focus on publics through recommendations of community relations and philanthropic practices as accommodative opportunities of relationships. Surkemper (2005) cite German term ffentlichkeitsarbeit which describe public relations as working with the public, working for the public andworking in the public. Oeckle (1964) define working as sustainability in the sharing of mutual trust and carewhich followed by planned effort. Hence, Publics is the central in the public relations, all social efforts for instance economical, legal; ethical which lead organization and publics toward mutual interest and shared understanding of established social reality caused good public relations.

FUJITEC
Company Profile
Fujitec India Pvt. Ltd is a subsidiary of Fujitec Singapore Corporation Ltd. The parent company Fujitec Co. Ltd in Japan is a world-wide provider of peopletransportation systems for 56 years. Fujitec specializes in the design, manufacture, installation and servicing of a range of people-moving systems. The products include elevators, escalators, autowalks and dumbwaiters. Our key strength is ourability to offer an innovative and integrated approach to design, production, installation and after sales service. Our company was established on May 26 2004 in Mumbai. We also have a design center in Chennai. Chennai is a prominent hub of India boasting a rich heritage and a climate conducive to industrial activity. Home to world-class educational institutions, this city is an ideal location for high-grade design and creative work that service the whole of India.

Mission:
To be the market leader in South Asia by providing the best products and services effectively for the benefit of our customers, employees, shareholders and the community.

PRODUCTS BY FUJITEC
Passenger Lifts:

More than ever quality buildings are emerging on the construction landscape. With this trend, Fujitec lift is a product for the new information age in the new millennium.

AC Gearless Traction

Fujitecs gearless product offers the perfect solution for your buildings complex lift needs. Our Gearless products offer applications for medium to high rise buildings requiring high speed lifts. Typically, the AC gearless system is designed for lifts with speed up to 750mpm.

We have combined over 50 years of technical innovation with todays state of the art drive technology to produce a smooth riding comfort, high dependability and safety.

Geared Traction
.

Fujitecs Exceldyne series geared product offers a myriad of standard option, alluring design flexibility while meeting short lead times. Fujitecs Exceldyne geared series utilises the same advanced technology as the high speed gearless lifts, ensuring high standard for quality, performance and reliability. This product is both pre-engineered as well as customised specifically for low to mid rise applications

New Generation of Machine Room-less

The state-of-the art technology has cleared the way for a new elevator age. New development of a highly efficient compact traction machine and an ultra-thin controller has enabled accommodation of necessary equipment inside the elevator hoistway Eceediii is our new innovative elevator, which eliminates the need for a machine room, an indispensable requirement for conventional elevators. Elevators without machine room are attractive products that meet todays market needs and they will be the future main streams.

Fujitec's Maintenance
Fujitecs maintenance is dedicated to service, maintain and repair lifts and escalators manufactured and installed by Fujitec.

Learning & Development

Our Learning & Development Philosophy is not only to enhance our technology through better machines, R&D and sophisticated machinery but also to grow the capability of our employees by building a motivated, engaged, and high performing workforce We provide comprehensive Learning and Development Roadmap at the individual, team, and organizational levels. We focus mainly on improving the competencies of each individual and create a positive work environment.

Our Core Values

We Value People
We are committed to be the market leader in South Asia by providing the best products and services effectively for the benefits of our customers, employees, shareholders and the community.

We Value Technology
Fujitec utilizes innovative technologies in contributing towards our companys growth and success. As an integrated manufacturer, we are able to pursue a higher level of technologies development. Our dedication to research and development allows us to further refine our product engineering, thereby enhancing business success.

We Value Product

Fujitec delivers reliable quality products and provides dependable services to ensure Total Customer Satisfaction. We feel it is our mission to keep our products operating at optimum level at all times.

Internal PR of Fujitec:
Some of the greatest PR stories an organization has to tell about itself are wellknown to everyone except its employees. An organization can become so focused on getting their message "out there" that they make one of two mistakes: the management assumes everyone working for the company already knows what is going on, or they simply fail to dedicate the time and energy to keep their own people in the loop. It's a common pitfall encountered by for-profits and non-profits, large and small. Left unattended, it can lead to poor morale, increased turnover, and an image problem for the organization. Never underestimate the value of do-it-yourself PR -- the idea that the leader of an organization can be a persuasive spokesperson. Second only to the organization's president and CEO, in terms of credibility, are the company's employees. Since the company management assume that everyone who works for a wage is in it for the money, someone who sings the praises of their employer's products, services or programs has a very persuasive effect on their audience, be they friends, relatives, acquaintances, or complete strangers. Let's admit it, we enjoy being part of a team that recognizes the contributions of its people, produces or provides something of value, and supports community projects. So what motivates employees to speak out positively on behalf of their employer? It's simple -- tell them what the company is doing, what their role is, why it is important, and solicit their comments and suggestions. This internal communication is an essential type of PR.

Internal PR stretegies:
Conduct monthly or quarterly meetings where all employees are given an update on the organization's goals and progress, can participate in the meeting, and receive recognition for their contributions. Solicit suggestions for improvements in the workplace, sponsor contests for the best ideas, and publicize the results. Give employees a first-look at new products or services and the plans to promote them. Produce a monthly employee newsletter and/or create an intranet site that discusses company news and highlights employee initiatives and community projects. Select a charitable cause that is related to the company's mission, provide employees with an incentive to volunteer, and publicize their efforts. When employees are informed about what their organization is doing and recognized for their role in its success, they will become some of your best spokespeople.