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What is Corporate Communication?A department with many functionsA process to communicate key messagesAn attitude or set of mental habitsA set of communication products

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Sample Structure for Corporate Communication

V ice P re sid e ntM a rke ting

V ice P re sid e ntFina nce

V ice P re sid e ntO p e ra tio ns

M a rke tingC o mmunica tio n

D ire cto rM e d ia

Re la tio ns

D ire cto rInve sto r

Re la tio ns

D ire cto rEmp lo y e e

C o mmunica tion

C o mmunityRe la tio ns

V ice P re sid e ntC o rp o ra te

C o mmunica tion

V ice P re sid e ntH uma n

Re so urce s

G e ne ra lC o unse l

P re sid e nt/ C O O

C ha irma n/ C EO

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Communication heads report to?Chairman/CEO/President 45.6%Head of Marketing 31.6Other 14Chief Operating officer 4.8Chief of human resourcesChief financial officerGeneral Counsel

Title of Senior Corp Comm ExecSenior VP 17.1%VP 31Director 26.3Manager 17.1Other 8.3

Functions Within the FunctionCorporate image and identityMarketing communicationsMedia relationsInvestor relationsInternal communicationsCorporate advertising and advocacyGovernment relationsCorporate Social Responsiblity

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CORPORATE COMMUNICATION

Functions of Corporate Communication

- From Pr to Corporate Communication

- To centralize or decentralize communication

- The functions within the function

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CORPORATE COMMUNICATION

Managing Image, Identity and Reputation

-What is image and identity

-Using image and identity to strengthen the corporate

communication function

-Building a solid reputation

-Is Corporate Identity a trend

-Differentiating organizations through image and identity

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CORPORATE COMMUNICATION

Managing Media Relations

-still central to the corp comm unit

-actively set the discussion agenda of the firm in the media

-Technologu advancement

-Rely on one another, make the best of these relationships

CORPORATE COMMUNICATION

CORPORATE ADVERTISING/ADVOCACY

•Selling company, not product

•Influence public opinion and facilitate for approval for increase or allocations in the budget, etc

• direct from CEO’s office

•Fastest growing segment of the advertising industry

•Issue advertising – famous but risky

CORPORATE COMMUNICATION

CORPORATE RESPONSIBILITY•Socially responsible – more likely to purchase and recomment

• Internal implications – less likely to leave, “job will make a positive difference in society

•Corporate philantrophy – more than just give back to the community. Obligation to donate funds to organisations that could benefit the firm’s stakeholders. Eg: fund research

•environmental

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CORPORATE COMMUNICATION

Investor Relations

- Fastest-growing subset, an area of intense interest

- Move from “just the numbers” to the way numbers are communicated

- Shareholders and securities analysts (source for financial media)

- Coordinated effort between comm professionals and vp finance

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CORPORATE COMMUNICATION

Employee Communication- Retaining a contented workforce

- Changing values and demographics, must plan strategic internal comm

- employee trust and loyalty

- Sensitive messages by VIPs only

- Blurring constituencies lines – employee, investor, members of community advocacy group at the same time

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CORPORATE COMMUNICATION

Managing Government Affairs

- More important in some industries than others

- Benefit by having ties with local and national legislators

- Lobbying

- Government affairs efforts

-

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CORPORATE COMMUNICATION

Managing Communication in a crisis

- Communication professionals in crisis planning and crisis management

- Legal agenda – shortsighted and costly

- Communication strategies – consider how actions might be perceived by constituencies.

- Working collaboratively – in house counsel and corp comm professionals.