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Communicating with
Key Stakeholders
Corporate Communication
Chapter 8 (1)
Dr. Inas A.Hamid
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The organization
The key stakeholder groups:
Employees
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O Some modern organizations have created specialized
departments responsible for communicating with these
groups:
O Customers
O Regulators
Marcom
Investor
Relations
Investors
Government
, legislators
Employees
PR
NGOs&
Activists
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Why we should communicate with these
groups?
O Conveying information about the corporate.
O Have their support in developing as well as
carrying out marketing campaigns.
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O It is important to use specialists when
communicating with these groups. These
specialist should :
O Know the history of the company and how
they adapted to the interest of their target
group.
O Understand the corporate reputation.
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1- Customer Relations
O Companies use effective Marketing
communications to develop good relations
with their customers.
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O Globalization and the spread of the Internet
introduce new pressure on corporations to balance
between behaving “responsibly” and promoting
their products.
promoting
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O In many companies, consumers relations began strictly
as a way to handle complaints, and this was an alert to
management.
O More recently, companies have broadened the consumer
relations function to encompass such activities as;
O developing guidelines to evaluate services and products
for management,
O developing consumer programs that meet consumer needs
and increase sales.
O Developing field-training programs for employees.
O Evaluating company effectiveness in demonstrating
concern for customers.
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Consumer Relations Objectives:
 Building sales is the primary consumer relations objectives.
 Keeping old customers satisfied and respond to their
concerns.
 Attracting new customers; specially if the prices and quality
of competing products are similar. In choosing among
brands, customers may base decisions on how they have
been treated.
 Marketing new items or services.
 Handling complaints.
 Reducing costs. Many firms have adopted programs to
educate customers about use of their products, because
when products are returned the company will lose money and
time.
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O For decades, publicity to consumers about
products and services revolved around the
traditional media( Advertising – Sales promotion
– PR – Personal selling – website …………………….).
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 The internet, far more than any other medium, has
given consumers a voice and a forum where their
collective voices can be heard, shared, and researched.
• The Internet leads to “online consumer word-of-mouth”,
and this can be achieved by”
• Blogs
• Message boards and forums
• Public discussions
• Online opinion sites
• Online feedback and complaints sites.
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New trends in CRs
Experience marketing. In recent years there is a
growing interest in “experience marketing” , which is
based on getting potential customer to experience
the product or the service / and the whole
organization which will:
increase the credibility of the company's
communications.
 Increase the sales.
 create a bond between customers and organization.
 Increase loyalty and repeat purchases.
 Create an emotional involvement by potential
customers.

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What people are really desire are not products,
but satisfying experiences.
O You pay more for a cup of Starbucks or
Costa coffee, not only for the quality of the
coffee, but for the entire environment,
special language…...
People want some products because they
want the experience.
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Facility tours. Regular
tours have been used
recently by some
companies to present
what the company
stands for and the way of
producing its products.
• Sometimes the
costumers can
customize the
products they will buy,
and by this way sales
may increase.
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 Many research has studied point to the deficiencies of
marketing communication in building effective customer
relations;
 Lack of credibility in marketing communications.
 Contradiction between MarCom and corporate &
organizational communication. This contradictory can be
solved by developing reputation platform and the
communication should created from that platform.
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There should be an integration and consistency
between MarCom and Corporate
Communication. This can be achieved by:
1- Depending on the reputation platform in
developing marketing communication and
organizational communication.
O LEGO “a Toy Company” builds its communications
around a reputation platform of “creativity”.
O LEGO,s slogan “ The Power to Create”.
O Creativity has been used in the way the company
presents itself; in toys stores, parks, DVD games
and on the internet.
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McDonald's created its communications around a
reputation platform of ‘the fastest delivery’.
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Assignment
O Marketing communication activities suffer
from a lack of credibility. Why?
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