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By Prashakth Kamath
“ Communication works for those who work at it.” John Powell
Some Examples of Corporate Language  What they say? "You have done a great job"  "After discussion we will decide  I am very open to views“ "There was a slight miscommunication“ "We are on the right track but there needs to be a slight extension of the deadline“ "That's actually a good question“ "All the Best" What they mean? "More work to be given to you"  "I have already decided, I will tell you what to do"  "We had actually lied“ "The project is screwed up, we cannot deliver on time. "I don’t know anything about it“  " You are in trouble"
What is Corporate Communication? Corporate communication  is the communication issued by a corporate organization, body, or institute to all its public(s). It consists of Internal Communication and External Communication  Internal Communication refers to communication within corporate organization i.e. employees, stakeholders, i.e. share and stock holders External communication refers to communication between different corporate entities i.e. agencies, channel partners, media, government, industry bodies and institutes, educational institutes and general public
The structure of the  corporate communication (The main fields) . Internal Communication External Communication Promotion,  DM, POS, etc. Advertising Crisis  Management Aid  Policy External relations  Consumer relations, Product – marketing PR,  Media relations, Financial relations, etc Public  Relations Human Relations Marketing   Communications
The structure of the  in ternal  communication . Leaders- e mployee   Leaders –  leaders Crisis  Management Leaders -  Owners Employee -  employee Leaders -  t rade  u nion Internal  organi z ation Aid Policy
The structure of the external  communication Industrial relations Professional relations Crisis  Management Financial Relations Consumer  Relations Media Relations Public Affairs Issue  management Aid Policiy
Van Riel’s Corporate Communication Mix Comprises: Management Communication: It  takes place between the management level of the organization and its internal and external audiences Marketing Communication:  It  gets the bulk of the budgets in most organizations, and consist of product advertising, direct mail, personal selling, and sponsorship activities. Organizational Communication: It  generally emanate from specialists in public relations, public affairs, investor relations, environmental communications, corporate advertising, and employee communications
. Product Price Place Promotion M i Marketing Public  Relations Human Relations External Internal HR i MANAGEMENT Personal Marketing Organisation Developm. Labour Corporate PR Product  PR Employee Relations Ownership Relations M i  = Market influence HR i = Human Relations influence The “theory of the corporate circles”
THE NEW CORPORATE COMMUNICATIONS WHEEL O The New Corporate Communications Wheel: Balmer and Greyser. Adapted from D. Bernstein (1984)  [42] Advertising Products/ Services Direct Marketing and Correspondence Corporate & Marketing PR Personal Presentation Impersonal Presentation Literature Point of  Sale Permanent Media New Media Sponsorship THE CORPORATION Brand Business Partnerships Alliances O R I V N E N M E N T O R I V N E N M E N T and The Industry Corporate Country of Origin Influential Groups The Trade Government(s) The Media Financial Customers General Public Internal Prospective Employees Local Business Partners
. Public Relations sender receiver message news feedback The interpreter on the bridge
. message message message message News News News News News Agency dustbin dustbin Readers, L istener , V iewer Organisation PR Agency Media The path of the news from the sender to the  receiver
Example of Corporate Communication  Engineer to Team Leader:  "We can't do this proposed project. It will involve a major design change and no one in our team knows the design of this system. And above that, nobody in our company knows the formulation in which this application has been written. So even if somebody wants to work on it, they can't. If you ask my personal opinion, the company should never take these types of projects.“ Team Leader to Project Manager: "This project will involve a design change. Currently, we don't have any staff who has experience in this type of work. Also, the language is unfamiliar to us, so we will have to arrange for some training if we take this project. In my personal opinion, we are not ready to take on a project of this nature. Project Manager to General Manager:  "This project involves a design change in the system and we don't have much experience in that area. Also, not many people in our company are appropriately trained for it. In my personal opinion, we might be able to do the project but we would need more time than usual to complete it.“
Example of Corporate Communication (Continue…) General Manager to Vice President : "This project involves design re-engineering. We have some people who have worked in this area and others who know the implementation language. So they can train other people. In my personal opinion we should take this project, but with caution.“ Vice President to CEO : "This project will demonstrate to the industry our capabilities in remodeling the design of a complete legacy system. We have all the necessary skills and people to execute this project successfully. Some people have already given in house training in this area to other staff members. In my personal opinion, we should not let this project slip by us under any circumstances." CEO to Client : "This is the type of project in which our company specializes. We have executed many projects of the same nature for many large clients. Trust me when I say that we are the most competent firm in the industry for doing this kind of work. It is my personal opinion that we can execute this project successfully and well within the given time frame.
Corporate Communication: Stop talking and say something Most Corporate Communication falls in the category of a funny thing called ‘Corporate Speak’ This is a form of Corporate communication that many speak/write but no one  understands. Want an example?  ( WARNING:  Read, But DO NOT Try To Understand!) 1] We here at  Bizsetup Group  have proven we know that it is better to orchestrate interactively than to integrate holistically. 2]  Max Financial Systems  is the industry leader of revolutionary, social-network-based proactive supply-chains. 3]  Soutter Marketing Solutions  has revamped the theory of front-end customer-defined, distributed, customer-directed, visionary CAD It sounds smart, but it’s not effective. It’s bad communication and bad marketing. Just don’t indulge in it.
Corporate Communication: Stop talking and say something (Continue…) Corporate Communication  is about establishing a common understanding with your audience. Always make that your priority. Learn the rule of 14. 1] “If the average 14 year old can’t understand it, start again”. 2] Impress people with the excellence of your thinking, the power of your ideas and the conviction of your beliefs… not the vocabulary of your delivery – especially when it’s missed placed.
Responsibilities of Corporate Communication to flesh out the profile of the "company behind the brand" (corporate branding); to develop initiatives that minimize discrepancies between the company's desired identity and brand features; to indicate who should perform which tasks in the field of communication; to formulate and execute effective procedures in order to facilitate decision making about matters concerning communication; to mobilize internal and external support behind corporate objectives. to coordinate with international business firms
Why is Corporate Communication important? Bernstein (1984) argues that: many business failures are caused by poor corporate communications. many businesses lack a clear, corporate communications platform managers NEED to communicate to internal and external groups Corporate communication makes the company visible and gives its products an image and reputation a customer can identify with. Customers and employees also get to know - and feel good - about the company they are working for and doing business with. Without Communication A Company Does Not Exist
“ The way we communicate with others and with ourselves ultimately determines the quality of our lives.” Anthony Robbins
 

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Corporate Communication By Prashakth Kamath

  • 2. “ Communication works for those who work at it.” John Powell
  • 3. Some Examples of Corporate Language What they say? "You have done a great job" "After discussion we will decide I am very open to views“ "There was a slight miscommunication“ "We are on the right track but there needs to be a slight extension of the deadline“ "That's actually a good question“ "All the Best" What they mean? "More work to be given to you" "I have already decided, I will tell you what to do" "We had actually lied“ "The project is screwed up, we cannot deliver on time. "I don’t know anything about it“ " You are in trouble"
  • 4. What is Corporate Communication? Corporate communication is the communication issued by a corporate organization, body, or institute to all its public(s). It consists of Internal Communication and External Communication Internal Communication refers to communication within corporate organization i.e. employees, stakeholders, i.e. share and stock holders External communication refers to communication between different corporate entities i.e. agencies, channel partners, media, government, industry bodies and institutes, educational institutes and general public
  • 5. The structure of the corporate communication (The main fields) . Internal Communication External Communication Promotion, DM, POS, etc. Advertising Crisis Management Aid Policy External relations Consumer relations, Product – marketing PR, Media relations, Financial relations, etc Public Relations Human Relations Marketing Communications
  • 6. The structure of the in ternal communication . Leaders- e mployee Leaders – leaders Crisis Management Leaders - Owners Employee - employee Leaders - t rade u nion Internal organi z ation Aid Policy
  • 7. The structure of the external communication Industrial relations Professional relations Crisis Management Financial Relations Consumer Relations Media Relations Public Affairs Issue management Aid Policiy
  • 8. Van Riel’s Corporate Communication Mix Comprises: Management Communication: It takes place between the management level of the organization and its internal and external audiences Marketing Communication: It gets the bulk of the budgets in most organizations, and consist of product advertising, direct mail, personal selling, and sponsorship activities. Organizational Communication: It generally emanate from specialists in public relations, public affairs, investor relations, environmental communications, corporate advertising, and employee communications
  • 9. . Product Price Place Promotion M i Marketing Public Relations Human Relations External Internal HR i MANAGEMENT Personal Marketing Organisation Developm. Labour Corporate PR Product PR Employee Relations Ownership Relations M i = Market influence HR i = Human Relations influence The “theory of the corporate circles”
  • 10. THE NEW CORPORATE COMMUNICATIONS WHEEL O The New Corporate Communications Wheel: Balmer and Greyser. Adapted from D. Bernstein (1984) [42] Advertising Products/ Services Direct Marketing and Correspondence Corporate & Marketing PR Personal Presentation Impersonal Presentation Literature Point of Sale Permanent Media New Media Sponsorship THE CORPORATION Brand Business Partnerships Alliances O R I V N E N M E N T O R I V N E N M E N T and The Industry Corporate Country of Origin Influential Groups The Trade Government(s) The Media Financial Customers General Public Internal Prospective Employees Local Business Partners
  • 11. . Public Relations sender receiver message news feedback The interpreter on the bridge
  • 12. . message message message message News News News News News Agency dustbin dustbin Readers, L istener , V iewer Organisation PR Agency Media The path of the news from the sender to the receiver
  • 13. Example of Corporate Communication Engineer to Team Leader: "We can't do this proposed project. It will involve a major design change and no one in our team knows the design of this system. And above that, nobody in our company knows the formulation in which this application has been written. So even if somebody wants to work on it, they can't. If you ask my personal opinion, the company should never take these types of projects.“ Team Leader to Project Manager: "This project will involve a design change. Currently, we don't have any staff who has experience in this type of work. Also, the language is unfamiliar to us, so we will have to arrange for some training if we take this project. In my personal opinion, we are not ready to take on a project of this nature. Project Manager to General Manager: "This project involves a design change in the system and we don't have much experience in that area. Also, not many people in our company are appropriately trained for it. In my personal opinion, we might be able to do the project but we would need more time than usual to complete it.“
  • 14. Example of Corporate Communication (Continue…) General Manager to Vice President : "This project involves design re-engineering. We have some people who have worked in this area and others who know the implementation language. So they can train other people. In my personal opinion we should take this project, but with caution.“ Vice President to CEO : "This project will demonstrate to the industry our capabilities in remodeling the design of a complete legacy system. We have all the necessary skills and people to execute this project successfully. Some people have already given in house training in this area to other staff members. In my personal opinion, we should not let this project slip by us under any circumstances." CEO to Client : "This is the type of project in which our company specializes. We have executed many projects of the same nature for many large clients. Trust me when I say that we are the most competent firm in the industry for doing this kind of work. It is my personal opinion that we can execute this project successfully and well within the given time frame.
  • 15. Corporate Communication: Stop talking and say something Most Corporate Communication falls in the category of a funny thing called ‘Corporate Speak’ This is a form of Corporate communication that many speak/write but no one understands. Want an example? ( WARNING: Read, But DO NOT Try To Understand!) 1] We here at Bizsetup Group have proven we know that it is better to orchestrate interactively than to integrate holistically. 2] Max Financial Systems is the industry leader of revolutionary, social-network-based proactive supply-chains. 3] Soutter Marketing Solutions has revamped the theory of front-end customer-defined, distributed, customer-directed, visionary CAD It sounds smart, but it’s not effective. It’s bad communication and bad marketing. Just don’t indulge in it.
  • 16. Corporate Communication: Stop talking and say something (Continue…) Corporate Communication is about establishing a common understanding with your audience. Always make that your priority. Learn the rule of 14. 1] “If the average 14 year old can’t understand it, start again”. 2] Impress people with the excellence of your thinking, the power of your ideas and the conviction of your beliefs… not the vocabulary of your delivery – especially when it’s missed placed.
  • 17. Responsibilities of Corporate Communication to flesh out the profile of the "company behind the brand" (corporate branding); to develop initiatives that minimize discrepancies between the company's desired identity and brand features; to indicate who should perform which tasks in the field of communication; to formulate and execute effective procedures in order to facilitate decision making about matters concerning communication; to mobilize internal and external support behind corporate objectives. to coordinate with international business firms
  • 18. Why is Corporate Communication important? Bernstein (1984) argues that: many business failures are caused by poor corporate communications. many businesses lack a clear, corporate communications platform managers NEED to communicate to internal and external groups Corporate communication makes the company visible and gives its products an image and reputation a customer can identify with. Customers and employees also get to know - and feel good - about the company they are working for and doing business with. Without Communication A Company Does Not Exist
  • 19. “ The way we communicate with others and with ourselves ultimately determines the quality of our lives.” Anthony Robbins
  • 20.