Download Introduction to Corporate Communication

Inas A.Hamid
Chapter One
(1)
Top
management
Customers
The Public
Production Unit
HR
Employees
Finance
Media
PR
Government
Customer
Service
Investors
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Corporate communication requires an emphasis
not only on external image improvement, but
on internally directed activities to stimulate all
employees to work together to support the
company's overall objectives rather than
focusing on their functional tasks.
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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Management communications: the communications that
take place between the management level of the
organization and its internal and external audiences.
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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They encompass public relations, public affairs,
investor relations, internal communications and
environmental communication.
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.
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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.
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.
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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?
You are working in the PR department in one of the famous private
hospitals that has many shareholders. In one month, two patients
passed away in the operation room as a consequence of poisoned
oxygen given to them. Their families quickly stepped into the public
spotlight, responding initially to the media. According to this case study,
answer the following questions:
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Why should the hospital communicate with their shareholders,
employees and the families of death patients?
How can the hospital use the Internet effectively to communicate with
media regarding this problem?
Which type of PR practices you will use in this situation (propaganda,
Public information, Two-way asymmetric communication, Two – way
symmetric communication). Why?
Depending on your knowledge and readings in the concept of
reputation; discuss the steps you may follow to save the reputation of
the hospital.
While managing the crisis, the hospital need to produce integrated
marketing communication. Discuss
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