Corporate Communications

5/20/2018 Corporate Communications

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CORPOR TE

COMMUNIC TION

G.KATHIRAVAN

SPECIAL PROJECTS


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SYNOPSIS:

Introduction

Corporate communication

Goal of corporate communication

What do we do?

Need for communication

Flow of communication

Types of corporate communication

Tools for corporate communication

Communication networks Criticism

American and Japanese organization structure


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INTRODUCTION

Modern organizations operate through different departments

charged with community relations, government relations,

customer relations, labor relations, human resourcesboth at

the corporate level and at the business unit level.

Have various stakeholders who play a role in achieving the

organizations, objectives.

Organizations use communication to communicate with these

targets to achieve their objectives.


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CONTD

Corporate communication is the total communication

activity generated by a company and directed at all

relevant target groups

It is done to achieve its planned objectives and create

favorable relationships with stakeholders on which the

company depends.

Each item of communication must convey and

emphasize the corporate point of view and its identity


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CORPORATE COMMUNICATION:

Top management

Production Unit

HR

Finance

PR

CustomerService

The Public

Media

Customers

Employees

GovernmentInvestors


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GOAL OF CORPORATE

COMMUNICATION:

To make our city, organization, and all our bosses, look

as good as we possibly can

To increase awareness of City programs, services,

attributes and differentiators in order to further the Citysgoals and objectives

We do this by delivering, integrated, targeted

communications to key stakeholders

Identify major communications issues/opportunities to be

tackled in order for the City to realize its goals as stated

in its mission, vision and strategic priorities


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WHAT DO WE DO? Media Relations.

Internal (Employee) Communications.

Crisis Communications (planning).

Translation.

Collateral Development (brochures, ads, signs, Resurgo etc.,).

Manage the corporate brand.

Strategic Advisors.

Handle complaints, communicate with our stakeholders.

Event coordination and management.


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CORPORATE COMMUNICATION

Why do corporate need to develop effectivecommunication?


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NEED FOR COMMUNICATION:

Acquire resources they need in order to operate.

Communicate with different stakeholders.

Communication with employees to increase their loyalty.

Influence the environment within which they operate.

Retain their license to operate.

Improve the image.

Encourage all employees to work together to support the

company's objectives.

Develop the corporate branding.


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FLOW OF COMMUNICATION:

:

Verticallyand Horizontally.

Internally: linking employees internally to each other, tovarious layers of management.

Externally: with different targets (customers,government, resourceholders ) .

Formallyand Informally: which means not allcommunications in an organization are work related oraiming at fulfilling organizational objectives.


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TYPES OF CORPORATE COMMUNICATION:

CorporateCommunications

Vertical&

Horizontal

Internal &

External

Formal &

Informal

ManagementComm.

MarketingComm.

OrganizationalComm.

Help the organization to

:

- Create Images- Build a strong brand

- Develop Reputation


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I. VERTICAL AND HORRIZONTAL

COMMUNICATION

Vertical communication within the organization

Senior manager to/from line managers

Line managers to/from staff

EMS team to/from senior manager, line managers,staff.

Horizontal communication

Between offices Within an office or shop.


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DIFFERENCE

The flow of information

both up and down the

chain of command

Formal communication

Recognized as official

Statusandpowerare not

equal among participants

in vertical communication

The flow of information

between colleagues and

peers.

Informal communication.

Does not follow the

chain of command.

Not recognized as

official.

Vertical Communication Horizontal Communication


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II. INTERNAL AND EXTERNAL COMMUNICATION

INTERNALCOMMUNICATION:

It is the effective communication among participants within anorganization.

The sharing of information withinan organization for business purposes.

For example, internal communication within a company cantake place via speech, telephone, radio, mail, paging,

fax, closed circuit television, electronicmail, Internet connections and computer networks.


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EXTERNALCOMMUNICATION:

External communication is the exchange of information

between organizations and other organization that are

outside their form of internal structure.

The main reason for external communication is to

facilitate corporation with external bodies so as to gain

something not found within the organization.

External communication includes the fields of PR,

media relations, advertising, and marketing

management.


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III. FORMAL AND INFORMAL COMMUNICATION

1.MANAGEMENTCOMUNICATION


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CONTD

It is the most strategic communication.

It is one of the most important skills a manager must have to :

Gain the acceptance for the organization's goals.

Develop a shared vision of the company within theorganization.

Establish and maintain trust in the organization's leadership.

Initiate and manage the change process.


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CONTD

Communication specialist are needed to support managers in

improving the effectiveness of their communications.

Three steps to improving manager communication:

i. Define manager communication accountabilities.

ii. Motivate managers to communicate.

iii. Provide training and tools.


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2.ORGANIZATIONALCOMMUNICATIONS

A process by which activities of a society are collected

and coordinated to reach the goals of

both individuals and the collective group.

It is a subfield of general communications studies and is

often a component to effective management in

a workplace environment.

It is the consideration, analysis, and criticism of the role

of communication in organizational contexts.


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CONTD

Communication between the organization and its

audiences (investors, the public, share holders, financial

journalist, investment analyst, regulators, legislators.).

Do not directly aim at generating sales but at

developing longterm relationship.

Initiated by external parties and that means the audiencesdecide whether the organization should communicate

with them


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3.MARKETINGCOMMUNICATION

Marketing communications are messages and relatedmedia used to communicate with a market.

Marketing communications is the "promotion" part of

the "marketing mix" or the "four Ps": price, place,promotion, and product.

Includes all forms of communication between an

organization and its customers and potential customers.

It facilitate exchanges by establishing shared meaningwith thebrandscustomers or clients.


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CONTD


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IV. GRAPEVINE COMMUNICATION:

Informal vehicle through which messages flow

throughout the organization.

When the grapevine allows employees to know about amanagement decision almost before it is made,

management must be doing something right.

Advantage: carries information more rapidly

serves as an emotional supportive value

creates a sense of unity


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TOOLS OF CORPORATE COMMUNICATION:

1. Use of integrated marketing communications

(IMC).

2. Application of visual identity systems (house

style).

3. Depending on team works.

4. Adoption of a centralized planning system.


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1.INTEGRATEDMARKETINGCOMMUNICATIONS:

In recent years organizations become aware of the need

to produce consistent messages(free of contradictions)

and this what we can call Integrated marketing

communication.

It is a process for building a fully coordinated

communication system inside the organization.


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MOORE& THORSON(1996) SUGGESTTHATINTEGRATED

MARKETINGCOMMUNICATION(IMC) CANBEACHIEVEDBY:


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2.VISUALIDENTITYSYSTEMS:

To produce consistent themes on products and services

through the use of common names, logos, sounds,

packaging,furniture,building designandeven smells.

This led to the emergence of identity firms that help

the organization to develop a uniform set of symbols,

guidelines for employees .

It create a uniform image for the organization(clothing,

way of greetings.).


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3.COORDINATEDTEAMSWORKGROUPS:


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4.COMMUNICATIONPLANNINGSYSTEM

(CPS):

It is a software that can be used to:

Set up and manage communication projects targeted

to internal and external audiences.

Manage and control at a general level by providing

employees with certain information.

Offers standard structure of reports that can be used invarious situations.


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COMMUNICATION NETWORKS:

It is a sets of employees who have stable contact throughwhich information is generated and transmitted.

Two major types of communication networks:

1. within organizations

2. within departments and small groups


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CRITICISM:

The expression of disapproval of someone or something

on the basis of perceived faults or mistakes.

GETTING CRITICISM GIVING CRITICISM


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GUIDELINES FOR GIVING EFFECTIVE CRITICISM:

Give more praise than criticism.

Criticize immediately.

Criticism should be performance oriented.

Give specific and accurate criticism. Open on a positive note and close by repeating what

action is needed .


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AMERICAN AND JAPANESE ORGANIZATION

STRUCTURES

Division of labor tends to be a bit less specialized in Japan.

Both countries use the same types of departmentalization.

American organizations tend to be quicker to hire, lay off, and

to change jobs than the Japanese


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EFFECTI

VECORPORA

TECOMMUN

ICATIONDepends on ensuring that the organization's communications policies

are Derived from the core strategy-identity-brand(SIB) to develop a set of common starting

points.


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Documents

Corporate Communications