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LECTURE 5
Corporate Communications:
A Dimension of Corporate
Meaning
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Objectives
Appreciating the complexity of corporatecommunications
Understanding Common Starting Points(CSPs) and the Sustainable Corporate Story(SCS)
MODEL(S) OF THE MOMENT:
THE NEW CORPORATECOMMUNICATIONS WHEEL ANDTHE T W O CORPORATECOMMUNICATIONS MIXES
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Marketing and CorporateCommunications: What are the
differences ?
MARKETING CORPORATE
customer multiple stakeholders defined set of channels multiple channels controlled communication variety of communicationtypes
positions a product or service positions an entire
organisation more room for creativity less room for creativity needs to be consistent with needs to be consistent with product/brand attributes corporateidentity/corporate
brand attributes
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model of themoment
THE NEW CORPORATECOMMUNICATIONS
WHEEL
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Model of the Moment: ii(A process for using the Balmer and Greysers New Corporate
Communications Wheel ** adapted from Bernstein )
1 DEFINE ALL STAKEHOLDER GROUPS
2 IDENTIFY COMMUNICATION CHANNELS
3 PRIORITISE STAKEHOLDERS
4 IDENTIFY APPROPRIATE CHANNELS FOREACH GROUP
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5 TAKE ACCOUNT OF THE IMAGE OF:COUNTRY OF ORIGIN and of THE INDUSTRY
6 additional elements identified by Balmer andGreyser
TAKE ACCOUNT OF THE CORPORATE
BRANDING COVENANT (where appropriate)
PARTNERSHIP(s) and the effect ofENVIRONMENTAL FORCES
Model of the Moment: iii
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model of the moment: iv
Provides a foundation by which a significantpart of a corporate communications strategy
can be established.
Illustrates the VAST SCOPE of the TASK(comparing corporate communications tomarketing communications) For instance, 11stakeholder groups and 11 channels resultsin 121 considerations alone!
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Common Starting Points (CSPs):
what are they ?
An early example of an integrated approachto corporate communications (developed byVan Riel)
Rationale: to achieve CONSISTENCY incorporate communications activities by
establishing COMMON STARTINGPOINTS that underpin ALL FORMALcorporate communications
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Common Starting Points continued***
CSP is an integrated and interdisciplinaryapproach taking account of STRATEGY,
IDENTITY and IMAGE.
CSPprocess: representatives from thecorporations various communicationsdepartments establish commonalties (basedon the above) which form the basis of allformal corporate communications.
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The Sustainable Corporate
Story (SCS) What is it? A realistic and relevantdescription of key aspects of the
organization (origins, vision andmission)
How is it distinct? It is derived froman organizations distinctivecharacteristics (its identity)
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The Sustainable Corporate
Story....continued
Perceived Benefits?
Via communicationsdistinctiveness ofmessage and consistency of message is
achieved.
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The Sustainable Corporate Story.. continued
Van Riel suggest that the following shouldunderpin sustainable corporate stories in that theyshould be:
REALISTIC (based on the identity)RELEVANT (offer added value elements forstakeholders)
RESPONSIVE (allows for two way symmetrical
communication) SUSTAINABLE (needs to meet the sundry demandsof various stakeholder groups)
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TWO CORPORATE
COMMUNICATIONS MIXES (a) THE CORPORATECOMMUNICATIONS MIX OF VAN RIEL
and
(b) THE TOTAL CORPORATECOMMUNICATIONS MIX OF BALMERAND GRAY
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Van Riels Corporate Communication Mix
Comprises:Management Communication:managers need
to establish a shared vision and trustWITHIN the organizationMarketing Communication:the traditionalmarketing communications mix
Organizational Communication:communicating to the various externalgroups (encompassing a plethora ofcorporate-level communications functions)
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)al$er an# Gra(+s Ttal Cr!rateC$$unicatins Mi,
Encompasses:
Primary Communications:the communicationseffects of products, services, management, staff andcorporate behavior.
Secondary Communications:controlled forms ofcommunications such as advertising and pr
Tertiary Communications:word of mouth/spin
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Finally...
If the importance of corporatecommunications are not
understood/managed this can lead tocommunications that are
diffuse,
confusing, contradictory and sometimesprolix.
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One More Time: why are corporatecommunications important?
Bernstein (1984) argues that: many business failures are caused by poor
corporate communications. many businesses lack a clear, overarching,corporate communications platform
managers NEED to communicate to internal
and external groups fragmentation across communicationdisciplines (pr, advertising, print, investorrelations) causes many difficulties.
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Summary: i
Corporate Communications is broader, and morecomplicated than marketing communications.
It is complicated because of the existence of multiplechannels of communication in addition to multiplestakeholder groups.
Moreover, individuals invariably belong to multiplestakeholder groups.
Common Starting Points/the Sustainable CorporateStory are two routes by which organizations mayachieve consistency in their communications.
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Summary: ii
Van Riels Corporate Communication Mix andBalmer and Grays Total Corporate CommunicationsMix afford two contrasting perspectives on the area.
The New Corporate Communications Wheel (Balmerand Greyser) affords a framework for prioritisingstakeholder groups and channels and takes account
of other important factors such as corporate brand,country of origin, and industry image.
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Seek first to understand, then to be understood.
Stephen Covey