Download Introduction to Corporate Communication

Inas A.Hamid
Chapter One
(1)
Customer
s
Top
management
The Public
Production Unit
HR
Employees
Finance
Media
PR
Government
Customer
Service
Investors
Corporate Communication
Why do corporations need to develop effective
communication?
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Organizations need communication to :
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.
Corporate
Communications
Vertical &
Horizontal
Help the organization
to :
- Create Images
- Build a strong brand
- Develop Reputation
Internal &
External
Formal &
Informal
Management
Comm.
Organizational
Comm.
Marketing
Comm.
Management level of the organization
(all employees with authority)
Persuade audiences that the
goals of the organization are
worth achieving
Internal
audiences
External
audiences
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Communication 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
the organization.
◦ Establish and maintain trust in the organization's
leadership.
◦ Initiate and manage the change process.
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Communication specialist are needed to
support managers in improving the
effectiveness of their communications.
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Communications 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 long – term relationship.
Apply a different style of communication:
messages are more formal and honest.
Initiated by external parties and that means
the audiences decide whether the
organization should communicate with them.
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MarCom is very important to support
management communications.
MarCom gets the bulk of the budget in most
organizations.
Traditionally termed promotion.
It is a part of the 4Ps marketing mix (product,
price and place).
It aims at facilitating the process of exchange.
The organizations choose the target market and
avoid communicating with those that are not
commercially interesting.
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Marketing communication: all forms of
communication between an organization
and its customers and potential
customers, that facilitate exchanges by
establishing shared meaning with the
brand’s customers or clients.
Public
Relations
Packaging
Advertising
Word
Of
mouth
Sponsorship
Consumer
audiences
Channel
Audiences
All
Stakeholders
Audiences
Exhibitions
Internal
Marketing
Websites
Sales
Promotion
Branding
Personal
Selling
Branding
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The most important practices to achieve
Corporate integrated communications are:
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Use of integrated marketing communications (IMC).
Application of visual identity systems (house style).
Depending on team works.
Adoption of a centralized planning system.
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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” to
describe a process for building a fully
coordinated communication system inside
the organization.
identifying all target audiences.
Segmenting audiences on the basis of stage in
the purchase decision cycle.
Determining messages and communications
tools to reach each segment.
Allocating resources
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To produce consistent themes on products
and services through the use of common
names, logos, sounds, packaging, furniture,
building design and even smells.
This led to the emergence of “identity firms”
that help the organization to develop a
uniform set of symbols, guidelines for
employees to create a uniform image for the
organization(clothing, way of greetings….).
Integrated
communication
•Common policy
and evaluate its
execution.
Team Work
•Mobilized
employees
Coordinated
teams
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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 in various situations.
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Gruing & Hunt (1984)developed four types of PR
practices focusing on the nature of communication in
different organizations.
These types are :
◦ Press agent- propaganda
◦ Public information
◦ Two – way asymmetric communication.
◦ Two – way symmetric communication.
According to Gruing point of view:
 The first model “propaganda” is the least
desirable form of communication because:
◦ it involves a one-way flow of information.
◦ The organization is not honest about its activities
and it effects on the community.
◦ They will also resist efforts to establish a dialogue
about it.
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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 to arrive
at a common understanding.
Types
Press agent
propaganda
Public
information
Two-way
asymmetric
Two-way
symmetric
Purpose
Propaganda
Transmit facts Feedback &
persuasion
Mutual
understandi
ng
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
,
pharmaceutic
al
organizations.
• Apply KAB model
Identity
Brand
Communication policies
• Apply PPT model
Common starting
points
Strategy
Effective Corporate communication
Depends 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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The corporate strategy can be translated into
common starting points by applying the PPT
model as : indicate what the organization
wants to Promise to its most important
internal and external stakeholders; indicate
how it expects to Prove it ; and identify what
Tone of voice it wants to use to communicate
messages to those audiences.
Make plans more specific by applying the KAB
model as: specify what the organization
wants target groups to know (knowledge), to
feel (attitude)and to do (Behavior), both with
respect to the entire company and with
respect to the individual business unit.
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What will happen if the organizations'
departments are not coordinated in the way
of creating consistency messages?
How can organizations limit fragmentation in
their communications?