Corporate Communication

Dr. Fred Mugambi Mwirigi

JKUAT

Introduction

Corporate Communications means any communication emanating from a company or occurring within it.

The word ‘corporate’ however refers to the whole body or corpus, and applies to any kind or organization regardless of whether it is in the private, public or not-for profit sector.

Contd. Communication encompasses all

communications of the company, including advertising, marketing, government relations, community relations and employee communication.

Each item of communication must convey and emphasize the corporate point of view and its identity

The Communication process

Sender Message Channel Medium Receiver

Feedback

Functions of Corporate Communication

Inform- informing about developments on a day-to-day basis

Profile- developing a story to sway opinion

Socialize- socializing/ guiding/ winning support/ convincing to support

Support core functions- communicating product information

A Framework for Strategic Communication

Strategy Constituents Communication(messages)

Feedback

1. Customers 2. Employees3. Shareholders4. Suppliers 5. Competitors6. Etc

1. Markets2. Research3. Products4. Operations5. Governance 6. etc

Benefits of effective communication 1. Helps to acquire resources needed in order

to operate.2. Assists in stakeholder management 3. Increases employee loyalty.4. Influence the environment within which they

operate.5. Improve overall corporate image.6. Enhances corporate brand.

Communicating externally

The Public

Media

Customers

Employees

GovernmentInvestors

Communication flow

Vertical Horizontal Internal External

Facets of Communication

Help the organization to :- Create Images - Build a strong brand- Develop Reputation

Marketing communications Mix

Packaging

Sponsorship

Exhibitions

Internal Marketing

WebsitesSales

Promotion

Branding

Personal Selling

Branding

WordOf

mouth

AdvertisingPublic

Relations

ChannelAudiences

Consumer audiences

All Stakeholders

Audiences

Integrated Marketing Communications

Refers to the production and dissemination of consistent messages (free of contradictions)

A process for building a fully coordinated communication system inside the organization.

Integrated marketing communication (IMC) can be achieved by:

Types of communication in organizations

• Gruing & Hunt (1984)developed four types of PR practices focusing on the nature of communication in different organizations.

1. Press agent- propaganda2. Public information3. Two – way asymmetric communication.4. Two – way symmetric communication.

Propaganda Propaganda is the least desirable form of communication because:

– it involves one-way flow of information.– The organization is not honest about its activities and

its effects on the community.

•The fourth is the best type. – It involves a company in two-way symmetric

communication. – Under this model, both parties are open and truthful

about each other's point of view

Types Press agent propaganda

Public information

Two-way asymmetric

Two-way symmetric

Purpose Propaganda Transmit facts Feedback & persuasion

Mutual understanding

Communication One-way ,little respect to truth

- One-way - - truthful,

complete facts

Two-way, in favor of the sender, accurate info.

Tow-way , balance interest.

Type of organization

Entertainment& sport

Organizations

-Non- Profit& governmental organizations

-Instructions about health and safety procedures given to employees.

PR agencies, competing

Organizations, pharmaceutical organizations.

Enhancing Message Comprehension:Stages of the Listening Process Hearing Focusing on the message Comprehending and interpreting Analyzing and Evaluating Responding Remembering

Barriers to Active Listening

Environmental barriers Physiological barriers Psychological barriers

Selective Listening Negative Listening Attitudes Personal Reactions Poor Motivation

Using the right Communication medium

E-mail Voice Mail Fax Telephony Smart Phone

- Instant Messaging Telecommuting

Video-conferencing Groupware The Internet Bulletin board system Global positioning

system Billboards Brochures and flyers

Building a communications strategy Analyze the context Set objectives Think of your target audience Write succinct messages Determine tactics Evaluate

Thank you