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 »