corporate communication for organisations to their stakeholders

1. Corporate communication
Corporate communication is the
term used to describe a variety of
management function related to a
organisations internal and external
communication

2. • It is the process through which a company
communicates its messages to a variety of
stakeholders including investors,
customers, employees ,current and
potential partners, special interest groups ,
national and international governmental
bodies, communities and the media

3. • Depending on the organization, corporate
communication can include such traditional
disciplines as
• public relations
• investor relations
• , employee relations
• community relations
• media relations
• labour relations
• government relations
Defining Corporate
Communication

4. • , technical communications
• training and employee development
• , marketing communications
• management communications
• . Many organizations also include
philanthropic activity, crisis and
emergency communications, and
advertising as part of corporate
communication functions.

5. • . In practice, corporate communication is a
strategic tool for the corporation to gain a
competitive advantage. Corporations use it to lead,
motivate, persuade, and inform employees -- and
the public as well. Understanding corporate
communication provides the vision a company
requires in an information driven economy for
strategic planning

6. • It the top management an opportunity to
leverage the power of deliberate, co ordin-
ated ,targeted communication to build,
support, maintain ,stability and reshape
attitudes and behaviour
• Communicating with the company's key
audience depends upon all of the
companies internal and external
communication

7. Definition
• Corporate communication is the message issued
by a corporate organization, body, or institute to its
publics. "Publics" can be both
• internal (employees, stakeholders, i.e. share and
stock holders)
• external (agencies, channel partners, media,
government, industry bodies and institutes,
educational and general public)

8. Cont…
• An organization must communicate the same
message to all its stakeholders, to transmit
coherence, credibility and ethic
• If any of these essentials is missing, the whole
organization may fail.
• Corporate Communications help organizations
explain their mission, combine its many visions
and values into a cohesive message to
stakeholders.

9. According to the book Essentials of Corporate
Communication[ by Cees van Riel and Charles
• 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

10. Types of communication
• There are three principal clusters of task-related
communication activity within organizations
• They are typically classified as
• Management communication are communications
between management and its internal and external
audiences. To support management
communications, organizations rely heavily on
specialists in marketing communications and
organizational communications

11. • Marketing communication get the bulk of the
budgets in most organizations, and consist of
product advertising, direct mail, personal selling,
and sponsorship activities
• . They are supported by Organisational
communication from specialists in public
relations, public affairs, investor relations,
environmental communications, corporate
advertising, and employee communications.
• Corporate communication encompasses
management communications

12. What encodes and corporate
communication promotes
• Strong corporate culture
• Coherent corporate identity
• Reasonable corporate philosophy
• Genuine sense of corporate citizenship
• An appropriate and professional relationship with
the press, including quick, responsible ways of
communicating in crises
• Understanding of communication tools and
technologies
• Sophisticated approach to communications

13. • Organizational culture is an idea in the field of
organizational studies and management which
describes the psychology, attitudes, experiences,
beliefs and values (personal and cultural values) of
an organization. It has been defined as "the
specific collection of values and norms that are
shared by people and groups in an organization
and that control the way they interact with each
other and with stakeholders outside the
organization."[1] that organizational culture is a set
of shared mental assumptions that guide
interpretation and action in organizations by
defining appropriate behavior for various
situationsand difficult to change

15. • How an organization communicates with its
employees, its extended audiences, the press and
its customers brings its values to life
• . Corporate communication is all about managing
perceptions and ensuring:
• Effective and timely dissemination of information
• Positive corporate image
• Smooth and affirmative relationship with
stakeholders

16. • Be it a corporate body, company, organization,
institution, non-governmental organization or
governmental body, all need a respectable image
and reputation.
• In today's increasing competition, easy access to
information and the media explosion, reputation
management has gained even more importance.
• Therefore, corporate communication has become a
significant asset to corporate survival.

17. Key tasks of corporate communication
• The responsibilities of corporate communication
are:
• to flesh out the profile of the "company behind the
brand" (corporate branding);
• to minimize discrepancies between the company's
desired identity and brand features;
• to delegate tasks in communication;
• to formulate and execute effective procedures to
make decisions on communication matters;
• to mobilize internal and external support for
corporate objectives

18. Tools of corporate
communication
• Integrated communication can be achieved in
various ways
• . The main four practices are:
• application of visual identity systems (sometimes
referred to as "house style")
• use of integrated marketing communications;
• reliance on coordinating teams;
• adoption of a centralized planning system.

19. An overview of the corporate
communication function
• 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 crises.

20. Communicating with key stakeholders
• Internal Communications: A group responsible for
communicating with employees, that frequently
interfaces with the human resources function in
the company.
• Marketing Communications: A group responsible
for communicating with the company's customer
accounts and often interfaces with marketing and
customer service functions in the company.
• Investor Relations: A group responsible for
communicating with investors and analysts who
monitor the company's financial performance and
prospects.

21. • Government Relations: Often called "public affairs",
these specialists are generally responsible for
improving the company's relationships with
regulators, legislators, and other government
representatives.
• Public Relations: A group whose responsibilities
would include interacting with the diffuse set of
NGO and activist groups motivated by concern over
a specific social problem to which the company
may be contributing.