Objectives Get an overview of corporate communication from a theoretical perspective. Analyze various opportunities and challenges associated with.

CORPORATE COMMUNICATION

OPPORTUNITES

AND

CHALLANGES

Objectives

Get an overview of corporate communication from a theoretical

perspective.

Analyze various opportunities and challenges associated with

corporate communication in new business environment.

Flow Of Communication Organizations are network of people who communicate with each other.

Common flows vertically and horizontally, internally and externally, formally

and informally linking employees internally to each other, to various layers of

management and to many external resource-holders.

All communication designed to influence perception.

Management Communication: Takes place between

management and internal and external audiences. E.g.

Executive speeches, seminars.

Often management is engaged in addressing powerful

constituents and through effective communication attempt at

building image and managing reputation of their organizations.

The first type management communication is far more

effective it two other types Marketing communication and

organizational communication support it.

Three Types Of Communication

All levels of management rely on communication to develop a

shared vision of the company

Establish and maintain trust in organizational leadership.

Initiate and manage the change process.

Strengthen the identification of employees with organization.

Motivate employees towards achieving company’s

objectives.

Management communication

Designed largely to support management vision and

achieve objectives.

It gets the largest budget.

Product advertising, direct mails personal selling and

sponsorship activities are some of the prominent tools of

marketing communication or marcom.

Marketing communication

Marcom is aimed at supporting sales products, services and

brands.

Some scholars make a distinction between promotional mix and

PR mix.

Advertising: a vital component of communication on mix. A

process of indirect persuasion based on information about product

benefits, designed to create favorable impressions that turn the

minds towards purchase.

Sales Promotion: additional activities to above-the-line media

advertising to support sales representatives and distributors.

Marcom Mix

Direct mail: any form of direct advertising distributed by

addressed mail.

Sponsorship: an activity in which an institutions(sponsors)

gives materials (usually financial) support to

a) an association or individual for the presentation of

sporting/artistic performance

b) Organizers of a cultural or sporting event, in exchange, for

mention of its brand name.

MaRcom…

Within promotional mix, greatest share of budget goes to

personal selling and sells management.

Many academic regard marketing oriented public relations-

publicity- as an instrument of marcom.

Publicity: Consists of non personal stimulation of demand for

a product, service or business unit by planting commercially

significant news about it in a published medium or obtaining

favorable presentation of it upon radio, television or stage

that’s not paid for by the sponsor.

MaRcom

Marcom efforts supported by organizational communication

or orgcom which emanates from specialist in public relations,

public affairs, investor relations, environmental

communication, corporate advertising and employees

communication. They yield substantive results for

organizations.

Organizational Communication

Communication aimed at corporate audience including

shareholders, financial journalists, investment analysts,

regulators and legislators.

Have long-term perspective.

Messages are more formal, no exaggeration etc.

Initiated by external parties.

Orgcom Characteristics

Integrated communication is far from reality.

Overlapping and communication at cross purposes.

Obsession with media interface.

Problems

Corpcom is a complex array of engagements including

internal and external stakeholders in an organization.

In India, corpcom boils down to mere media interface.

Elsewhere also, many companies establish multifarious in

internal and external agencies assigned with various

communication processes.

This leads to problems.

The aim of organizations should be to arrive at an integrated

corporate communication model for best results.

To Recap

Corp com encompasses marketing, organizational and

management communications.

Developing a corp com perspective does not require

establishing a new function in an organization.

Rather, it invites bringing down the traditional Chinese Walls

that exist in most organizations between segmented

communication functions.

Corp com perspective

Corporate communications is the total communication

activity generated by a company to achieve its planned

objectives.

.. P Jackson

Some definitions

Corporate communication refers to the integrated approach

to all communication produced by an organization, directed

at all relevant target groups. Each item of communication

must convey and emphasize the corporate identity.

.. E Blauw

definition

More Thomas and Kleyn advanced early descriptions of corporate

communication as

I. All communication of an organization whereby coordination,

based on a strategic plan, exists between the different

communication disciplines and the resource they use.

II. All communication of an organization whereby the

organization or the elements of it are central instead of the

products and / services.

CC requires an emphasis, not only on external image

improvement, but on internally directed activities to stimulate

all employees to work together to support the company’s

overall objectives, rather than merely focusing on functional

tasks.

The responsibilities of CC are

1. To flesh out the profile of the company behind the

brand(corporate branding).

2. To develop initiatives that minimize discrepancies between

the company’s desired identity and brand features.

Key tasks of Corp com

To indicate who should perform which tasks in the field of

communication.

To formulate and execute effective procedures in order to

facilitate decision-making about matters concerning

communication.

To mobilise internal and extrenal support behind corporate

objectives.

tasks

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