Transcript of "Corporate communication in lieu of attendence"
CORPORATE COMMUNICATION<br />Corporate communication is the communication issued by a corporate organization, body, or institute to all its public(s). "Publics" here can be both internal (employees, stakeholders, i.e. share and stock holders) and external (agencies, channel partners, media, government, industry bodies and institutes, educational institutes and general public).<br />An organization needs to talk the same message to all of its stakeholders, in order to transmit coherence, credibility and ethic. If one of these points is broken, the whole community can make this organization disappear. The Corporate Communication area will help this organization to build its message, combining its vision, mission and values and will also support the organization by communicating its message, activities and practices to all of its stakeholders.<br />The term Corporate Communication can be defined as the set of activities involved in managing and orchestrating all internal and external communications aimed at creating favorable starting points with stakeholders on which the company depends. Corporate communication consists of the dissemination of information by a variety of specialists and generalists in an organization, with the common goal of enhancing the organization's ability to retain its license to operate.<br />Types of communication<br />There are three principal clusters of task-related communication activity within organizations. They are typically classified as management communications, marketing communications, and organizational communications.<br />Management communications are the communications that take place between the management level of the organization and its internal and external audiences. To support management communications, organizations rely heavily on specialists in the areas of marketing communications and organizational communications. Marketing communications get the bulk of the budgets in most organizations, and consist of product advertising, direct mail, personal selling, and sponsorship activities. They are supported to a greater or lesser by organizational communications that generally emanate from specialists in public relations, public affairs, investor relations, environmental communications, corporate advertising, and employee communications. Corporate communication encompasses management communications, marketing communications, and organizational communications. Corporate communication means a coherent approach to the development of communications in organizations, one that communication specialist can adopt to streamline their own communications activities by working from a centrally coordinated strategic framework.<br />Key tasks of corporate communication<br />The responsibilities of corporate communication are therefore:<br />to flesh out the profile of the "company behind the brand" (corporate branding);<br />to develop initiatives that minimize discrepancies between the company's desired identity and brand features;<br />to indicate who should perform which tasks in the field of communication;<br />to formulate and execute effective procedures in order to facilitate decision making about matters concerning communication;<br />to mobilize internal and external support behind corporate objectives.<br />to coordinate with international business firms<br />Tools of corporate communication<br />Integrated communication can be achieved in various ways. The main four practices are:<br />application of visual identity systems (sometimes referred to as "house style")<br />use of integrated marketing communications;<br />reliance on coordinating teams;<br />adoption of a centralized planning system.<br />An overview of the corporate communication function<br />According to studies, over half of the heads of corporate communication departments oversee communications functions that include internal/external communications, managing corporate reputation and brand, recruiting and retaining top talent, product launches, developing company strategy, corporate social responsibility, boosting investor/analyst perception, and managing crisis.<br />FORMS OF COOPORATE COMMUNICATION:<br />Corporate communication helps increase revenue. Whether it takes the form of a socially conscious television ad highlighting a company’s environmental efforts or an internal promotion to strengthen employee morale, corporate communication helps increase company revenue. As consumers become more engaged and interactive with their Internet use, corporate leaders alter their communication methods, and profits remain the motivator. A 2008 study of Fortune magazine’s "Most Admired Companies," conducted by KRC Research, Weber Shandwick and Spencer Stuart found that more than a third of chief communications officers identified reputation management as their top priority.<br />Internal Communication<br />Regularly meeting with employees helps give them the tools to carry your brand forward. Meeting blue image by Silke Wolff from Fotolia.com <br />Keeping employees interested and satisfied is a primary reason for internal communication. From weekly newsletters outlining the organization’s charitable contributions to participation challenges inviting workers to help name a new product, internal communications are geared toward getting and keeping employees invested in the company’s way of thinking and operating. The key messages in internal communications focus on making the employee feel like part of the company, so that they identify the organization’s success with their own<br /><ul><li>Consumer Communication</li></ul>Influencing consumer spending is a major motivation for corporate communication. Female hand with packages on a white background image by Aliaksandr Zabudzko from Fotolia.com <br />If the true aim of corporate communication is to increase profit, then the key audience has to be the consumer population those individuals and groups that a company appeals to for sales. Outreach to this population must be consistent and ongoing. The message to consumers is that the brand or product meets a need they already have in a way that is better than competitors. Using advertising, sponsorships and charitable relationships helps enhance a company's reputation, but meeting the first objective being essential to improving the life of the consumer is the largest factor driving consumer communication.<br />Media Communication<br />Media coverage of your company can create a credibility that straight advertising cannot. news to read. image by bluefern from Fotolia.com <br />Working with the media is a fundamental element of managing your brand's reputation. Corporations use media communication to increase product name recognition, establish a brand identity and align themselves with parts of the demographic they are trying to reach. Depending on the strategic plan for the product, corporations may utilize a variety of media communication tactics that overlap or entirely separate audiences. The message of media communication is that a product exists and is directly related to the culture of the intended audience.<br />Crisis Communication<br />Crisis communication plans must be implemented quickly in order to be effective. fire on the field image by Sergey Kamshylin from Fotolia.com <br />When a company faces a crisis, the way it communicates and the message it uses may change dramatically. Public relations disasters can be managed effectively if a corporation has a strong plan for implementing crisis communication. Tactics may be expanded to reach a larger audience and not just current consumers of the product, but also casual observers who may have no positive brand interactions with which to balance the public relations crisis. Generally, the message in crisis communications is one of corporate responsibility, awareness and action<br />