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Corporate communication for managers

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  • 1. CORPORATE COMMUNICATION 1 • This is the communication(s) issued by a corporate / organization / body / institute to all its public(s). Publics here - can be both internal and external. Corporate communications serves as the liaison between an organization and its publics. • Organizations can strategically communicate to their audiences through public relations and advertising. This may involve an employee newsletter or video, crisis management with the news media, special events planning, building product value and communicating with stockholders or shareholders, clients or donors.
  • 2. Basic Communication Skills 2 The 4 basic communication skills are: 1. writing. 2. speaking. 3. listening. 4. Reading. A person who communicates well will succeed in his /her academic work and professional life. Communication skill is an important managerial / leadership skill.
  • 3. Basic Communication Skills …. contd 3 WRITING The writer needs to know the following aspects before he/she commences to write so as to write a readable writing.  Know the audience.  These are the some of the demographic attributes about the audience that are helpful to know:  Age, education, income and gender,  Interests, opinions, values and  Knowledge of the topic – determine the Fog index, which is the level of sophistication of the audience. Obviously, the reading level for high school teacher and University professor is different. Be aware of audience you are targeting.
  • 4. Basic Communication Skills …. contd 4 WRITING …… CONTD These are the common types of audiences :  Laypersons – No motivation to read  Expert – interested in process and detail  Executive - wants to know the bottom line  User- wants to know how to use the information  Complex - Fits more than one type  Mixed - all the types in the audience e.g. readers‟ of daily news paper.
  • 5. Basic Communication Skills …. contd 5 WRITING …… CONTD Know the purpose of the write up. – What your writing should do? These are some of the purposes of most professional and or business writing. Also bear in mind the tone of the message.  Inform,  Persuade,  Teach  Entertain and  record or document
  • 6. Basic Communication Skills …. contd 6 WRITING …… CONTD  Know the power of words to express and not impress.  Write with clarity that is the opposite of ambiguity  Economy use of words - Use no more words than it is necessary. Cardinal rule: try to keep sentences under 17 words in length.  Use straightforwardness, keeping subjects near the verbs.  Avoid these:- wordiness and redundancy; trites and clichés; negative writing by featuring positive; passive voice by using active voice; noun and adjective stacks, use one word rather than many descriptions; italics and ALL CAPS.  The writer should work on the structure and the style of the document be it a letter, a paper, a memo and a circulars. Either in soft or hard form.
  • 7. Basic Communication Skills …. contd 7 WRITING …… CONTD These are the tips:  Use easy formats to guide the reader.  Apply the power of visual, spacing and heading.  Know where to start and when to stop.  Always brush up your grammar.  Use the action verbs Key tip: The writer should keep the reader in mind and write effectively.
  • 8. Basic Communication Skills …. contd 8  PUBLIC SPEAKING  Public speaking is skill that can be learned. There are many tricks of the “trade” that can be perfected with practice. One the first things (rule) journalists are taught and we pass on to the students of Communication is that every story must cover:  Who?  What?  Why?  When?  Where?  How? Mnemonic : 1Hubby with 5Wives
  • 9. Basic Communication Skills …. contd 9
  • 10. Basic Communication Skills …. contd 10  ACTIVE LISTENING  You need to be become more aware of your listening habits. How do you assess your listening habit?  “Bad” listening e.g. responding to interruptions, taking phone calls, reading other materials, giving short unresponsive answers, or bringing up other topics.  Consequences of “Bad” listening are: reduced motivation, decreased personal and organizational performance.  “Good” listening habits e.g. paying attention and responding to his/her concerns.
  • 11. Communication Skills …. contd 11
  • 12. Communication Skills …. contd 12  EFFECTIVE READING  The activity of somebody who reads.  The act of reading something.  Way of understanding of something.
  • 13. Basic Communication Skills …. contd 13
  • 14. Advanced Communication Skills 14
  • 15. 8 C‟s of Corporate communication 15 1. Credibility – Communication starts with climate belief. 2. Concise – Giving only information that is necessary and important using few words. 3. Context – A communication program must square with the realities of its environment. 4. Content – the message must have meaning for the receiver and it must be compatible with the persons‟ value system. 5. Clarity – message must be put in simple terms. No ambiguity. 6. Continuity and Consistency – communication is an unending process. 7. Channels – established channels of communication must be used. 8. Capability of the audience – communication must take into account the capability of the audience.
  • 16. Corporate Communication: Disciplines and their Interrelationships 16
  • 17. Corporate Communication: Disciplines and their Interrelationships … contd 17 1. PUBLIC RELATIONS EDWARD LOUIS BERNAYS and IVY LEDBETTER LEE are considered the founding fathers of modern public relations, in the early 1900s.These two Gurus defined public relations as “a management function which tabulates public attitudes, defines the policies, procedures and interests of an organization. . . followed by executing a program of action to earn public understanding and acceptance“.
  • 18. Corporate Communication: Disciplines and their Interrelationships .. contd 18 The Public Relations Society of America (PRSA) defines PR as "Public Relations helps an organization and its publics adapt mutually to each other.“ According to the PRSA, the essential functions of public relations include research, planning, communications dialogue and evaluation. UK Chartered Institute of Public Relations (CIPR) defines PR as “the role of managing relationships with a whole range of key stakeholders”. A management function that helps organizational objectives, define philosophy and facilitate
  • 19. Corporate Communication: Disciplines and their Interrelationships .. contd 19 Wikipedia, the free encyclopedia defines PR as the practice of managing the flow of information between an organization and its publics. Public relations - often referred to as PR - gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. Because public relations places exposure in credible third- party outlets, it offers a third-party legitimacy that advertising does not have. Common activities include speaking at conferences, working with the press, and employee communication. • PR can be used to build rapport with employees, customers, investors, voters, or the general public. Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations. A number of specialties exist within the field of public relations, such as Media Relations, Investor Relations or Labor Relations.
  • 20. Corporate Communication: Disciplines and their Interrelationships .. contd 20 Development of PR in the Corporate /Academia World There is growth of Public Relation courses around the World. Full-time undergraduate and graduate course are providing a pool of knowledgeable entrants to the industry and part-time courses for working practitioners are helping to improve standards of qualifications and performance. • These courses demonstrate that PR is beginning to fulfill one of the key requirements for gaining recognition as fully fledged profession: i. that is a solid, articulate knowledge-based discipline. ii. building its own „body of knowledge‟ through research and curricula development for the courses. This commitment to education and training depicts a level of maturity in the industry and mirrors the development of other professions such as Law, Medicine, Engineering and Accountancy.
  • 21. Corporate Communication: Disciplines and their Interrelationships .. contd 21 Development of PR in the Corporate /Academia World .. contd • PR has not only arrived but it is also thriving and making headway into heights where other professions are. • PR professionals are being employed (and / or self- employed) in virtually all forms of organizations set-ups and management. • For example according to the UK Chartered Institute of Public Relations (CIPR) all the FTSE 100 companies have PR Departments and PR is one of the top three careers choices for graduates. Also an increasing number of Communicators are full board members within companies and, in the public sector, the developing stakeholder engagement provided opportunity for PR Professionals.
  • 22. Corporate Communication: Disciplines and their Interrelationships .. contd 22 Development of PR in the Corporate /Academia World .. Contd • Today Public Relations is a set of management, supervisory, and technical functions that foster an organization's ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values." Essentially it is a management function that focuses on two-way communication and fostering of mutually beneficial relationships between an organization and its publics. • Building and managing relationships with those who influence an organization or individual‟s important audiences has a central role in doing public relations.
  • 23. Corporate Communication: Disciplines and their Interrelationships .. contd 23 What is a Public? This is a group of people who share a common problem or goal and recognize their common interest. Three (3) types of Publics 1. Latent Public – is not a ware of the need to change or act. 2. Aware Public – recognizes a need but is not prone to any action. 3. Active Public – is aware and ready to do sth.
  • 24. Corporate Communication: Disciplines and their Interrelationships .. contd 24 What is a Public? Which Channels that commonly used to influence the Publics ? i. Mass media – electronic and print such as radio, TV, newspapers, podcasts, ii. Biased intermediaries – individuals and / or groups that stand to benefit from another‟s adoption e.g. Merchandisers iii. Unbiased Intermediaries - individuals and / or groups that do not have vested interests or beneficiary from another‟s adoption e.g. Government Agencies iv. Significant Others – Friends, relatives and other who are esteemed / admired by the Potential adopters. v. Personal Experience – the school of hard knocks or ….. The best teacher!
  • 25. Corporate Communication: Disciplines and their Interrelationships .. contd 25 Elements of PR Process PR is a process that involves a series of actions, changes or functions that bring about a result. The process consists of four key elements. These elements are : • R – Research – What is the situation? • A – Action or Program Planning – What is to be done? • C – Communication or Execution – How will the public be told? • E – Evaluation – Was the target audience reached? And what was the effect? Mnemonic R.A.C.E.
  • 26. Corporate Communication: Disciplines and their Interrelationships .. contd 26 2. PR versus Marketing  Marketing – this is the Art and Science of finding, retaining and growing profitable customers. Marketing Mix has 4 major activities described as the 4ps in Marketing Profession; These are Product, Price, Promotion and Place (distribution).
  • 27. Corporate Communication: Disciplines and their Interrelationships .. contd 27 3. PR versus Advertising  Advertising – this is one of the elements of the 4Ps - Promotion in the Marketing mix. It is to tell the public about a product in order to encourage / woo them to buy or to use. Also to let people to be aware something is going to happen before it occurs.  Unlike advertising or marketing, PR :- i) is more “soft sell” than “hard sell.” ii) emphasizes information and persuasion as opposed to packaging and paid media. iii) emphasizes diplomacy as opposed to force. iv) owing to its subtleties is occasionally viewed either as “propaganda” or, “spin”.
  • 28. Corporate Communication: Disciplines and their Interrelationships .. contd 28 4. PR Vs. Propaganda Propaganda is the intentional manipulation of public opinion without regard for what is accurate or true.  Although PR has certainly been misused from time to time, its record of historical achievement suggests a much deeper and abiding respect for and adherence to openness and honesty in its dealings and communications. PR has blossomed as a professional endeavor in the 20th Century, most conspicuously in the United States and other Europe, but its roots, both philosophical and pragmatic, can be traced throughout civilization.
  • 29. Corporate Communication: Disciplines and their Interrelationships .. contd 29 6. PR vs Journalism. Journalism is the work of collecting and writing stories for newspapers, magazines, radio or television. Similarities in Both: Writing is a common activity and also their job is the same in many ways: interviewing people, gathering and synthesizing large amount of information, write in news-worthy style (journalistic), trained to produce good copy and on-time. The misconception that a PR professional is a
  • 30. 30 Corporate Communication: Disciplines and their Interrelationships .. contd Areas of Difference PR Journalism Scope Needs strategic thinking, problem-solving and management skills. Needs Journalist writing and media relations. Objective Gather facts and information for the purpose of informing and changing the attitude of the Publics. Are advocates. Gather and select information to provide the public with news. Are objective observers. Audience Segment audiences by demographic and psychological characteristics and the messages are tailored to address the concerns or interest for maximum mutual benefits. Mass –audience readers / news viewers, listeners. The audiences are not defined. Channels Employ (hire / buy space) from the media houses that publishes and or broadcasts their work. Also uses brochures, pamphlets, posters, radio, TV, Internet. By their employer’s media that publishes and or broadcasts their work.
  • 31. References 31 Fitzgerd Suzanne Sparks, (2005), Schaum‟s quick guide to great business writing, Tata-McHill, New Delhi . Lamerton Jacey, (2004), Collins complete guide public speaking, Harper Collins publishers, Glasgow, Free encyclopedia Wikipedia.
  • 32. Parting Shot 32 You never get a second chance to make a good first impression. When should put your best foot forward? When should present yourself in a way most likely to gain favourable attention? Answer: Every time. All the time.