2. Introduction
The changing world order
Industrial Age Information Age
“Corporate communication is defined as the communication
which goes to all stakeholders”
Corporate
Communication
• Managing perceptions
• Effective and timely dissemination of information
• Positive corporate image
• Smooth and affirmative relationship with all
stakeholders
4. External Communication
“External communication involves building and maintaining a
positive relationship with the media”
Importance of Media
• People’s first source of information
• Contributes at each stage – Knowledge stage,
Persuasion stage, Decision stage, Action stage
• Helps manage Public Relations and Crisis Handling
5. Internal Communication
“Internal communication includes all communication within
an organization”
Objectives of Internal Communication
• Engaging employees in achieving business objectives
• Understanding of organizational goals and strategy
• Supporting culture change
• Creating an environment of open dialogue across the
organization
6. Effective Internal Communication
• Clarity of purpose
• Appropriate timing and medium
• Careful use of language
• Effective tools of communication
• Support communication by action
7. Methods of Internal Communication
• Newsletters/house magazines
• Emails and intranet
• Presentations
• Team briefings/group meetings
8. Crisis Communication
“Crisis communication is designed to protect and defend a
company or organization facing a public challenge to its
reputation”
Key Ingredients of Crisis Communication
• Open and honest communication with all the stakeholders
including the public and the government
• Thorough resolution of the issue
• Leveraging the situation to gain reputation and
competitive advantage
9. Problems in Corporate Communication
• Perception of top management
• Improper use of channels
• Ambiguous or inappropriate use of language
• Differences in organizational culture between two
organizations
10. Internal Communication
• Impact of technology
• Team building
External Communication
• Sponsorship
• Social initiatives
Changing Trends in Corporate
Communication
11. Conclusion
Corporate Communication
• Is imperative for an organization’s survival
• Promotes positive corporate image
• Brings an organization’s values to life
Corporate communication serves as the liaison within an
organization as well as between the organization and its
external environment.
