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DEVELOPING EFFECTIVE CORPORATE COMMUNICATION CIM
David Phillips
THE DIMENSIONS OF CORPORATE COMMUNICATION
Define corporate communication Character->Brand/identity->image Communication methodology/channel
Communication mix: management organisational & marketing Corporate values Ethics CSR
PUBLICS/STAKEHOLDERS
Identification Internal External
Value chain Community Regulatory Regulation (Report & Accounts)
Change management (including changed management) M&A’s IPO’s Issues based
CAMPAIGN OR CONTINUOUS
Who what where when How and especially why.
Believable Strategy driven
Remember that this is part of identity/image Reputation IP into gold
MEASURE AND EVALUATE
Benchmark and monitor Plan for issues management Integrate with other activities
WORKSHOP 1
Identify scope of corporate communications for Toyota
Identify corporate communication activities of Cheltenham and Gloucester BS
Review how Virgin implement corporate communication as part of its integrated communication activities.
WORKSHOP 2
Review Shell www.shell.cm Review http://realenergy.shell.com/?
lang=en&page=homeFlash#Eureka Using the above model:
Explore how Shell communicated corporate responsibility
Identify how significant Corporate Responsibility is to Shell
Explicate why corporate responsibility as positive opportunities for organisations to act and be seen to act in a socially responsible manner.
WORKSHOP 3
Scope and potency of Symbolism Collect information about an organisation of their
choice. They should visit the website and print off information relating to the organisation’s name, font, logo, strapline, colours, architecture, workwear, signage and other forms of visual communication.
Debate the symbolic items relating to each organisation should be presented. Students should discuss what they observe and strive to understand levels of symbolic consistency, possible meaning and any other factors that stakeholders might observe.
EXAMPLES
http://cbi.housestylemanual.com/ www.thelewispartnership.co.uk/
resources/branding/manual.pdf http://
socialmediagovernance.com/policies.php
REVIEW
Did you explore the various ways in symbolism is
used by organisations to communicate their identity
demonstrate the importance of consistency throughout all forms of symbolic communication
establish the importance of symbolism as a means of increasing levels of employee bonding and stakeholder recognition.
WORKSHOP 4
Different approaches for different stakeholders What differences in approach would there
be for investor focused employee focused customer focused or government focused and contextually
determined.
REVIEW
Did you...
explore the specific ways in which tools and media are mixed to convey messages to and with targeted audiences
Aquire knowledge about the goals of these specific programmes
clarify the dimensions and characteristics of public relations, corporate advertising and sponsorship based communication
WORKSHOP 5
Crisis management See :
http://www.icmrindia.org/casestudies/catalogue/Business%20Ethics/The%20Firestone%20Tire%20Controversy‐Business%20Ethics.htm
http://www.awpagesociety.com/site/resources/journal_fall0008
http://wps.ablongman.com/ab_baldwin_commtheo_1/17/4502/1152742.cw/index.html
REVIEW
Have you been able to: examine the phases associated with
organisational crisis • confirm the importance of scanning the
environment and planning for organisational crisis
• clarify the significance of corporate communications through each phase of a crisis.