ROLE CORPORATE RELATIONS AND STUDENT DEVELOPMENT IN ORGANIZATIONAL PERFORMANCE-WITH REFERENCE TO CURRENT SCENARIO

Abstract

Corporate relations have assumed a bigger role in the current era of business and non- business operations and is considered as an important part of the promotion mix. A firm or a business is very much dependent on the public for its success. Therefore, the purpose of public relations is to establish and maintain a healthy relationship between the firm and the public. Public Relations is defined as the set of various activities that are conducted by the business or the firm to maintain mutual understanding between the public and the firm. It also includes the various activities that help promote and protect the image of the company and its products and services in the eyes of the public. Corporate and foundation relations development officers (CFRs) play a vital role in philanthropy and resource development within higher education. Specifically, these leaders focus time building relationships with individuals who represent corporations and foundations that are able contribute to the needs and programs of an academic institution. this paper is to address the gap by providing an elevated understanding of CCM and its consequences. The managerial and policy implications provided in this study help corporate communication practitioners to identify the practical needs of their work and design an appropriate CCM programme.