Corporate Communications Workshop for TEAM BUILDING by Amb Juan

New Edition by Amb Zara Jane JuanNew Edition by Amb Zara Jane Juan

 In today's day and age ofIn today's day and age of
increasing competition, easyincreasing competition, easy
access to information and theaccess to information and the
media explosion, reputationmedia explosion, reputation
management has gained evenmanagement has gained even
more importance. Therefore,more importance. Therefore,
corporate communications as acorporate communications as a
role has become significant androle has become significant and
professional in nature.professional in nature.

 Be it a corporate body,Be it a corporate body,
company, organization,company, organization,
institution, non-governmentalinstitution, non-governmental
organization, governmentalorganization, governmental
body, all of them need tobody, all of them need to
have a respectable imagehave a respectable image
and reputation.and reputation.

 External eventsExternal events
 Could involve vendor / supplier /Could involve vendor / supplier /
distributor meets, channeldistributor meets, channel
partner meetings, events relatedpartner meetings, events related
to product launches, importantto product launches, important
initiatives, et cetera.initiatives, et cetera.

Corporate communicationsCorporate communications
promotespromotes
 Strong corporate cultureStrong corporate culture
 Coherent corporate identityCoherent corporate identity
 Reasonable corporateReasonable corporate
philosophyphilosophy
 Genuine sense of corporateGenuine sense of corporate
citizenshipcitizenship

 Appropriate and professionalAppropriate and professional
relationship with the press,relationship with the press,
including quick, responsibleincluding quick, responsible
ways of communicating in aways of communicating in a
crisiscrisis
 Understanding ofUnderstanding of
communication tools andcommunication tools and
technologiestechnologies
 Sophisticated approaches toSophisticated approaches to
global communicationsglobal communications
promotespromotes

Corporate communications is allCorporate communications is all
about managing perceptions andabout managing perceptions and
ensuring:ensuring:
 Effective and timelyEffective and timely
dissemination of informationdissemination of information
 Positive corporate imagePositive corporate image
 Smooth and affirmativeSmooth and affirmative
relationship with all stakeholdersrelationship with all stakeholders

comprises:comprises:
External communicationsExternal communications

Media relationsMedia relations
 This involves building andThis involves building and
maintaining a positive relationshipmaintaining a positive relationship
with the media (television, print, web,with the media (television, print, web,
et cetera). This includes, but is notet cetera). This includes, but is not
limited to, drafting and disseminationlimited to, drafting and dissemination
of press releases, organizing pressof press releases, organizing press
conferences and meeting with mediaconferences and meeting with media
professionals and organizing eventsprofessionals and organizing events
for the media as a group.for the media as a group.

 Company/spokesperson profilingCompany/spokesperson profiling
 Ensuring that the company/organizationEnsuring that the company/organization
spokesperson is in the public limelight, isspokesperson is in the public limelight, is
well-known and considered as an authoritywell-known and considered as an authority
in the respective sector/field.in the respective sector/field.
 Managing content of corporate websitesManaging content of corporate websites
and/or other external touch pointsand/or other external touch points
 Managing corporate publications - for theManaging corporate publications - for the
external worldexternal world
 Managing print mediaManaging print media

 Internal communicationsInternal communications
 Managing corporateManaging corporate
publications for employees andpublications for employees and
partnerspartners
 Organising internal events forOrganising internal events for
staffstaff

 Employee communicationsEmployee communications
 Sharing information withSharing information with
employees, building employeremployees, building employer
pride, managing employeepride, managing employee
issues, et cetera.issues, et cetera.
 Manage the Intranet and otherManage the Intranet and other
internal web portalsinternal web portals

 Brand managementBrand management
 ••Development and upkeep ofDevelopment and upkeep of
the corporate identity to ensurethe corporate identity to ensure
adherence to corporate brandadherence to corporate brand
guidelinesguidelines
 To improve overall businessTo improve overall business
communications so as to clearlycommunications so as to clearly
and effectively communicate theand effectively communicate the
essence of the company.essence of the company.

 Crisis communicationCrisis communication
 Manage crisis situations throughManage crisis situations through
effective communicationeffective communication
..

 Corporate-communicationsCorporate-communications
officersofficers
focusing more onfocusing more on
social responsibility,social responsibility,
social media andsocial media and
reputation. .reputation. .

Five PrinciplesFive Principles
CorporateCorporate
CommunicationsCommunications

PLANPLAN
 Measuring communicationMeasuring communication
without a strategicwithout a strategic
communication plan in place iscommunication plan in place is
worse than useless. Deciding toworse than useless. Deciding to
 draw up this plan is your firstdraw up this plan is your first
move..move..

FIND INTERNAL CUSTOMERFIND INTERNAL CUSTOMER
 Find your Internal Customer.Find your Internal Customer.
(This person may be the CEO,(This person may be the CEO,
the COO or the CFO.)the COO or the CFO.)
 Your corporate communicationsYour corporate communications
department must have a singledepartment must have a single
Internal Customer, and thatInternal Customer, and that
person must be at the highestperson must be at the highest
level of the organization..level of the organization..

IDENTIFY YOUR CRITICIDENTIFY YOUR CRITIC
 You must know who the personYou must know who the person
is who has the power to demandis who has the power to demand
results from you before you canresults from you before you can
learn the businesslearn the business

SOLVE INTERNALSOLVE INTERNAL
PROBLEMPROBLEM
 Don’t try to put communicationDon’t try to put communication
at the top of your Internalat the top of your Internal
Customer’s agenda. Find outCustomer’s agenda. Find out
what problems are already atwhat problems are already at
the top of his or her agenda andthe top of his or her agenda and
base your communicationbase your communication
strategy on solving thosestrategy on solving those
problems..problems..

TALK SINCERELYTALK SINCERELY
 Always remember: The strategicAlways remember: The strategic
value of communications will notvalue of communications will not
be clear to your Internalbe clear to your Internal
Customer until you useCustomer until you use
communication to solve his orcommunication to solve his or
her problems..her problems..

Corporate Communications Workshop for TEAM BUILDING by Amb Juan

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