This document provides an overview of corporate communication. It defines corporate communication as a corporation's voice and image projected to stakeholders. The main objective is to communicate the organization's mission and vision through cohesive messages. The scope of corporate communication includes internal communications, public relations, social media, customer communications, and investor relations. When combined, these elements strengthen a company's brand and market presence. Some key goals are to create an identity, build a brand, manage reputation, develop a communications model, promote branding, minimize discrepancies between brand and identity, and formulate crisis management procedures. A positive corporate reputation, corporate identity, and brand image are important for organizations. Favorable perceptions are difficult for competitors to replicate

1. Corporate
Communication
SCOPE AND MEANING

2. DEFINITION OF CORPORATE
COMMUNICATION

3. WHAT DOES THE TERM
“CORPORATE” MEAN?

4. MEANING OF CORPORATE
COMMUNICATION
 By corporate communication, we mean the corporation’s
voice and the images it projects of itself to the various
stakeholders. This includes areas such as corporate
reputation, corporate advertising, and employee for
communications, government relations and media
management.
 The main objective is to explain their mission and vision into
a cohesive messages for its stakeholders that links its
stakeholders to the organization and even non-commercial
bodies are interested in building their image, maintaining
their reputation and cultivating relationships with
stakeholders.

5. Characteristics of Corporate
Communication
 .

6. SCOPE OF CORPORATE
COMMUNICATION
 The scope of corporate communication includes internal
communications, public relations, social media, customer
communications and investor relations. When combined, these
elements of corporate communication strengthen your company's
brand and presence in the marketplace. It includes these
important activities:
 Create an identity
 Build a brand that people want to connect with
 Manage their external and internal reputation
 Develop a communication model
These steps will in turn lead to the following desirable results:
1. Promote corporate branding
2. Minimize discrepancies between brand and identity
3. Delegating tasks
4. Formulate effective procedures for crisis management and to co-
ordinate with business firms on a international level

7. IMPORTANCE OF CORPORATE
COMMUNICATION
 Corporate communication can be used as a tool to promote an organization’s
products and services.
 It can help solve problems in a timely manner if there are issues that the
public is concerned about.
 Corporate communication can also help improve and maintain an
organization’s reputation and brand image.
 It can get customer feedback to create better products or services.
 Corporate communication can educate employees by conveying information
about the organization through internal communications.
 It helps organizations discover new market opportunities and can also help
develop new markets for products or services.
 Corporate communication can also help an organization find sponsors or
investors.
 It can distribute information to employees about latest events and
developments and changes in their work environment.


8. Why is it important in our
country?
 Previously in our country production was considered most
important, but as banks became nationalized, the red tape and
bureaucracy became a hindrance in smooth functioning of Psu’s and
this changed only when liberalization came in that the need to
develop good relation with stakeholders was emphasized since they
preferred investing abroad instead of in India.
 Corporate communication has huge scope in India because
competition has grown in India and abroad, many foreign companies
are offering better customer services than indigenous industries and
communication is now faster and more technology-driven, salaries in
corporate communication are sky high , with starting salaries at 4 or
5 lakhs per annum so more and more people are attracted towards
this field since it has utility in social, economic, legal, ethical and
business arenas.

9. Need and relevance of corporate
communication in contemporary scenario

10.  To create brand identities
 To have a better rapport
 To face competitive and information driven
business surrounding
 To highlight performance
 To advertise new products and services
 To limit negative argument
 Major role in maintaining business image
 Reputation management

11. Key concepts in corporate communication
 Corporate identity: Corporate identity is how your
business presents itself to the outside world.
Although internal culture and values are integral to
shaping company identity, the corporate identity
definition applies to a company's visual assets and
brand design.
 According to Hannebohm, “Corporate
identity is the strategy which helps to
increase the economic performance and
the efficiency of the company,
coordinating achievements, values and
information, leading to integration in the
sense of cooperation”

12. BENEFITS OF CORPORATE
IDENTITY
 GIVING A FACE TO A NAME
 GIVES RECOGNITION AND VISIBILITY
 PROMOTES BELONGINGNESS
 TANGIBLE QUALITIES IN THE FORM OF
LOGOS,UNIFORM,COLOUR,LETTERING STYLE
VISIBLE OF VARIOUS APPLICATION AREAS OF
THE COMPANY
 HARMONIOUS RELATIONSHIP
 COMPOSED OF THREE PARTS:
1. DESIGN LOGOS:UNIFORM AND CORPORATE
COLOURS
2. CORPORATE COMMUNICATION LIKE ADVERTISING,
PUBLIC RELATIONS, INFORMATION ETC
3. CORPORATE BEHAVIOUR :INTERNAL VALUES, NORMS
ETC.

13. WHY IS A VISUAL IDENTITY
IMPORTANT
 The purpose of visual identity is: to create an
emotional impression on viewers.
 to inform viewers about the nature of the brand
and services/products offered.
 to unify the many different aspects of a business
through consistent visuals.
 It is a crucial factor for employees and has status
attached to it as an abstract value of great
importance.

14. Olins’ corporate identity structure

15. Corporate image

16. Important interconnected
concepts

17. Every company wants a positive brand image..

18. Benefits and needs of favourable brand image

19. IMPORTANT MEASURES FOR
POSITIVE IMAGE BUILDING

20. MEASURES TO IMPROVE AND
MAINTAIN BRAND IMAGE
 SUPPORT SPORTS AND EDUCATIONAL
ACTIVITIES
 BE FAIR TO ALL SOCIAL GROUPS
 INTRODUCE SUSTAINABILITY IN EVERY
COMPANY ACTIVITY
 GIVE ATTENTION TO WOMEN EMPOWERMENT
 SUPPORT SOCIETY AT TIMES OF FINANCIAL
OR NATURAL DISASTERS
 MAINTAIN ETHICAL AND FAIR POLICY FOR
CUSTOMERS AND EMPLOYEES ALIKE

21. Corporate reputation definition
 According to Andrew Lester of FreshBusinessThinking.com, “A
company’s corporate reputation is the sum of all the views and
beliefs held about the company based on its history and its future
prospects, in comparison to close competitors.”
 Corporate reputation is arguably a company’s most valuable
intangible asset.
 Underestimating the importance of corporate reputation can be
fatal.
 A positive corporate reputation is very difficult for competitors to
replicate or overcome and can have a huge impact on a
company’s bottom line.
 One of the keys to building and maintaining a good corporate
reputation is keeping your stakeholders in mind first and
foremost.
 Corporate reputation can be molded by things like search engine
results, the content on your site, reviews, news coverage, and
public actions by your company and its leaders.

22. COMPONENTS OF CORPORATE REPUTATION

23. A CONTINUUM

24. ADVANTAGES OF GOOD CORP
REPUTATION

25. CORPORATE
COMMUNICATION
REFER TO MEANING OF ETHICS FROM TEXTBOOK PAGE 25

26. IMPORTANCE OF ETHICS

27. BUT FIRST, WHAT IS UNETHICAL
COMMUNICATION?

28. GUIDELINES FOR ETHICAL
COMMUNICATION
 CLEAR
 CONCISE
 OBJECTIVE
 CONSISTENT
 COMPLETE
 RELEVANT
 UNDERSTANDING OF AUDIENCE
KNOWLEDGE

29. PROFESSIONAL CODE OF ETHICS
IN BUSINESS COMMUNICATION
 HONESTY
 CONFIDENTIALITY
 CREDIT
 FREE SPEECH
 COURTESY

30. Mass media laws
 ARTICLE 19(1)a, guarantees freedom of
speech and expression and Protection of 6
rights concerning the freedom of:
 Speech and expression
 Assembly
 Association
 Movement
 Residence
 Professions
 Mass Media laws are derived indirectly from
this law

31. Defamation
 Defamation, in law, the act of
communicating to a third party false
statements about a person that result in
damage to that person's reputation. Libel
and slander are the legal subcategories of
defamation.

32. LIBEL AND SLANDER ARE ALSO
SUB-CATEGORIES OF
DEFAMATION

33. Invasion of Privacy
 Those four types are :
1) intrusion on a person's seclusion or
solitude;
 2) public disclosure of embarrassing
private facts about a person;
 3) publicity that places a person in a false
light in the public eye; and
 4) appropriation, for the defendant's
advantage, of the person's name or
likeness.

34. INTRUSION OF SOLITUDE
EXAMPLE

35. EXAMPLES OF INVASION OF
PRIVACY

36. WHICH APP INVADES YOUR
PRIVACY THE MOST?

37. Copyright law
 Copyright (or author's right) is a legal
term used to describe the rights that
creators have over their literary and
artistic works. Works covered by copyright
range from books, music, paintings,
sculpture, and films, to computer
programs, databases, advertisements,
maps, and technical drawings.

38. What does it protect?

39. Ownership?

40. Exceptions to copyright
infringement law

41. Types of infringements

42. Remedies for copyright
infringement

43. Example of copyright infringement

44. Digital or online Piracy
 Online piracy is the practice of downloading and
distributing copyrighted content digitally without
permission, such as music or software.
 The principle behind piracy has predated the creation of
the Internet, but its online popularity arose alongside the
internet. Despite its explicit illegality in many developed
countries, online piracy is still widely practiced, due to both
the ease with which it can be done, the often defensible
ethics behind it, and access to files that would normally
cost money.
 Some of the most pirated software includes Adobe
Photoshop, Microsoft Office, and McAfee Virus scan.

45. TORRENT SITE
What is a torrent?
 When you hear the word “torrent” in the tech world, it usually refers to a
computer file that contains metadata holding various information. A torrent
file normally comes with the extension .torrent but it does not contain the
actual contents to be distributed.
 This information will then be used by a BitTorrent software such as
uTorrent, Transmission or BitTorrent for the “real” distribution – which
essentially allows for users to easily download torrent files to their personal
computers.
 To find torrent files, users commonly flock to popular websites such as The
Pirate Bay and Kickass Torrents.. Even though torrents are technically
legal, over the years it has become synonymous to illegal activity due to a
myriad of users abusively sharing pirated content.

46. MISUSE OF TORRENT WEBSITES
 BitTorrent, protocol for sharing large
computer files over the Internet.
BitTorrent was created in 2001 by
Bram Cohen, an American computer
programmer who was frustrated by the
long download times that he experienced
using applications such as FTP.

47. LAWS AGAINST COPYRIGHT
INFRINGEMENT
 The Stop Online Piracy Act (SOPA) was proposed by
United States congressional bill to expand the ability of
U.S. law enforcement to combat online copyright
infringement and online trafficking in counterfeit goods.
Introduced on October 26, 2011 by Representative Lamar
Smith, provisions included the requesting of court orders to
bar advertising networks and payment facilities from
conducting business with infringing websites, and web
search engines from linking to the websites, and court
orders requiring Internet service providers for blocking
access to the infringing websites, with imprisonment of
upto 5 years for streaming content illegally.
 In India we have the copyright act of 1957 that awards
max punishment of 3 years and fines upto 2 lakh rupees
for the offence

48. ONLINE PIRACY LAWS IN INDIA

49. The END OF MODULE 1
 John Doe orders
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 SCOPE, PROCESS AND INFORMATION
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4TH JUL 2022