Corporate communication External image, Internal identity
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Corporate communication
External image, Internal identity
DefinitionImage :
Mental picture that springs up at
the mention of a firm's name
Identity :
Combination of color schemes, designs, words, etc., that a firm
employs to make a visual statement about itself and to communicate its
business philosophy
External ImageInternal identity
Responsibility => Strategy
Key to success => Consistency between image and identity
Image => permits to differentiate itself from competitors
Corporate communicationIdentity programs
4 KEYSHe has to take into account the opinion of the stakeholders
Visual identity
Consistency
Auditing the identity program
Primary Functions of Corporate Communication
4 functions
Marketing communication
Management communication
Organizational communication
Financial communication
Understand what affect the organization internally and externally
Primary Functions of Corporate Communication
4 functions
Marketing communication………………….Media relations
Management communication………… Employee relations
Organizational communication……Government relations
Financial communication…………………… Investor relations
Media relations
Understand the current market
Purpose => build a positive image
Maintain solid relationship with the media
Employee relations
Internal communication
Strong reputation and credibility
Employees => image of the company
Government relations
Internal organizational communication
Maintain ethical standards
Establish accountability
Investor relations
Legitimizes the existence of the corporation
Target audience => stakeholders such as venture capitalists and financial media reporters
Conclusion« The challenge is to recognize the need to gain the trust and mutual respect of the parties involved in
the communication »
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