a concise guide on corporate communications for startup

Myths of Corp Comm •  Least importance in

organisation •  Not directly involved in

Marketing and Sales •  Has no impact on

overall Branding •  Anyone could be in the

department - no brainer

Essentials •  Corp Comm plays great

role in Reputation Building and Sustainability

•  Corp Comm contributes to Visibility

•  Corp Comm mitigates crisis

•  Corp Comm is “Knowledge Bank” for organisation

What is Corp Comm •  Source for information

and knowledge of organisation’s activities, crisis, CSR, marketing, sales, etc.

•  Typically includes Media Relations, Shareholders’ Relations, Event Management, MarCom, CSR, etc

Corp Comm Strategic Planning •  Few steps based on

Why, What, Who, When, Where and How

•  These steps are important so that the Communication is set to deliver the core message across!

Start with WHY? •  Why? •  Asking basic question:

Why is the need to communicate? What is the ultimate objective that to be achieved?

Identify the Audience •  Who? •  To whom does this

communication intend to address?

•  How this audience will get the benefit from this communication?

What is the Message? •  What? •  What are the things

(contents) that need to be communicated?

•  In what mood shall this content be delivered?

•  What is deemed appropriate to targeted audience – match message against audience.

Message delivery options

�  How? •  How best to deliver the

intended communication – modern or conventional approach?

•  What are the pros and cons on the impact and resources?

Communication Channels

� Where? •  Where is the best platform

to communicate - Special Meeting, Town Hall, Conference, Trade Exhibition, Expo, etc.

•  Reports – Annual Reports, Periodical Journals, Bulletins, etc

•  New Media and Conventional

Time is of essentials…. � When? •  Right Place, Right Time –

timing is crucial •  Choose prime time if TV

broadcast, peak traffic time if radio broadcast, pick holiday for newspaper, etc.

Sanity Checks •  Resources – budget, manpower,

etc – is it adequate, available? •  What are the anticipated issues,

barriers, obstacles, objections? Must have crisis/contingency plans.

•  Detail action plan – what plan, by when to accomplish, by who, budgeting, authority and control.

•  Effectiveness Assessment – interval checks for flaws, drawbacks, success, unexpected outcomes, etc. What went wrong and what was done right, what was excel?

For more info:

[email protected] Roy Eusoffe @roslimy