Corporate communications involves managing internal and external communications to achieve business objectives. It includes functions like public relations, marketing communications, and internal communications. The goals are to position the organization, manage its reputation, and ensure employees and stakeholders are well-informed. Effective corporate communications requires understanding concepts like brand identity, corporate image, and stakeholder management. It also requires strong media relations, employee communications, and managing communications during crises.

1. Corporate
Communications
By: Vinayak M Nagaonkar

2. “Communication works for those who work at it…”
John Powell

3. Let’s Break the ICE…
Technology Sports Apparels Junk Food
Beauty Products DJ’s Cars
TOM
Top of Mind

4. What is Corporate Communications?
Corporate Communication is a total communication activity
generated by a company, body, institute to its public(s) in order
to achieve its planned objective.
Corporate
Communications
External
Internal
Agencies, Channel Partners,
Employees, Stakeholders, i.e.
Media, Government, Industry
Share and Stock holders
Bodies, Educational Institutes
and General Public

5. What is Corporate Communications?
In simple words:
Corporate communication includes advertising, marketing
communications, marketing, and public relations, but they all
function under a managed perspective
Corporate communication is managing an organization's
internal and external communications

6. Evolution of Corp. Comm.
- Until 1970s, the term Public Relations was used to describe
the communication with stakeholders
- The function largely consisted of communication with press
- Other stakeholders (internal and external) started demanding
more and more information from company
- Company’s started to look at communication as being more
than just Public Relations.

7. The Structure of Corp. Comm.
(The main fields)
Internal External
HR PR MARCOM
Promotions,
Advtg.
DM, POS etc.
Crisis External Relations
Aid Policy Consumer Relations,
Management
Product-Mktg. PR, Media,
Financial Relations etc.

8. Vehicles of Corp. Comm.
1. Corporate Logo 9. Customer relations initiatives
– Pneumonic device 10. Advertising, PR, direct marketing,
2. Stationary investor relations, marketing
– Letter heads, visiting cards, promotions, exhibitions
greetings, bills, estimates, memos, 11. Corporate collaterals (brochures, fliers,
etc. newsletters etc.)
3. Corporate fonts and typefaces 12. Security systems (employee
4. Code of conduct (HR) registration) (HR)
– Fair business practices and equal 13. Branded apparel
opportunity employer 14. Commercial and personal Vehicle
5. E-mail etiquette branding
6. Templates for communications 15. Store / site signage.
7. Internet and intranet branding
8. Rewards, recognition and appraisals (HR)

9. Forms of Corporate Communications

10. Forms of Corporate Communications
Internal Communication:
- Regular meetings with employees
- Keep employees interested and
satisfied:
•newsletters
•fun at work initiatives
•RnR’s,
•get-togethers, etc.
- Keep employees invested in the
company’s way of thinking and operating
- Employees are part of the company; so
that they identify the company’s success
with their own

11. Forms of Corporate Communications
Consumer Communication:
- Influencing consumer spending
- Outreach to the target audience must be consistent and
ongoing
- Enhance company’s reputation through Advertising,
Sponsorships and Charitable Relationships etc.
- Improve the life of the consumer

12. Forms of Corporate Communications
Media Communication:
- Fundamental element of managing brand’s reputation
- Media coverage creates more credibility than only advertising
- Mostly used to increase product name recognition, establish a
brand identity and to align with the target segment
- different tactics for different audience

13. Forms of Corporate Communications
Crisis Communication:
- Must be implemented quickly in order to be effective
- Communication and message changes dramatically
- Target audience may differ or expand
- Message is of corporate responsibility, awareness and action

14. The Corporate Communications Mix
Just as there is a Marketing Mix, Services Marketing Mix,
Promotional Mix a number of authors have attempted to
articulate a Corporate Communications Mix…
The Corporate The Total Corporate
Communications Mix of Communications Mix of
Van Riel Balmer and Gray

15. Van Riel’s Corp. Comm. Mix
Management
Communications
Marketing Organizational
Communications Communications

16. Balmer and Gray’s Total Corp. Comm. Mix
Primary Secondary Tertiary
Communications Communications Communications
• Products / • Advertising • Word of Mouth
Services • PR • Spin
• Management
• Staff
• Corporate
Behaviour

17. Difference Between Marcom and Corp. Comm.
Marketing Communications Corporate Communications
Customer Multiple Stakeholders
Defined set of channels Multiple Channels
Controlled Communication Variety of Communications
Types
Positions a product or a Positions an entire
service organization
More room for creativity Less room for creativity
Needs to be consistent with Needs to be consistent with
Product/Brand attributes Corporate Identity/Corporate
Brand Attributes

18. The Concepts used in Corp. Comm.
Concept Definition Example: “GTPL”
Mission Overriding purpose in line with Reflecting our expertise and
the values or expectations of over 75 years of experience by
stakeholders offering quality solutions in the
field of Cooling Towers and
Cooling Water Systems and
ensuring timely execution and
completion of the project to
achieve one goal – “Customer
Delight”.
Vision Desired future state: the “GTPL promises to deliver value
aspiration of the organization to it’s customers by creating a
committed society of engineers
aiming at advancement and
customization of cooling tower
solutions and at the same time
ensuring the conservation of
the environmental resources.”

19. The Concepts used in Corp. Comm.
Concept Definition Example: “GTPL”
Strategies The ways or means in which We are not rank two in the
the corporate objectives are industry, we are the
to be achieved and put into challengers to the rank one.
effect
Brand Identity The outward expression of a BIM
brand – including its name,
trademark, communications,
and visual appearance
Corporate Image The immediate set of We are not only in
associations of an individual constructing bridges or in
in response to one or more constructing highways. We are
signals, messages from or a giant diversified group in
about a particular engineering solutions
organisation at a single point
in time

20. The Concepts used in Corp. Comm.
Concept Definition Example: “GTPL”
Corporate An individuals collective - Gateway of India
Reputation representation of past images - Delhi Metro Accident
of an organisation established - Andheri Sports Complex
over time
Stakeholder Any group or individual who Employees, Industry Giants,
can affect or is affected by Consumers, Vendors and
the achievement of the Suppliers, Community,
organization's objectives Investors and Shareholders,
Government, Media, Society
at Large etc.
Market A defined group for whom a Process Industries
product is or may be in
demand (and for whom an
organization creates and
maintains products and
services)

21. The Concepts used in Corp. Comm.
Concept Definition Example: “GTPL”
Communication The tactics and media that Brand Identity, Corporate
are used to communicate Image and Code of Conduct,
with internal and external Newsletters, Print
groups Advertisements, B2B Sites,
Social Networking, Corporate
Collaterals, Events, Exhibitions
etc.
Integration The act of coordinating all We aim to communicate our
communication so that the brand values of products,
corporate identity is quality, innovation, and
effectively and consistently customization through all our
communicated to communications in a
internal and external groups consistent and effective
manner

22. Why Corp. Comm. Is Important?
- Global Economy
- Environment
- Increased role of management
- Professionalism of the public
- Splintering of Mass Markets
- Fragmentation of the Mass Media
- Rapid Development of the New
Media Technology Leading in
Communication Trends

23. Responsibilities of Corp. Comm.
- Managing communication or fulfilling the communication
management function
- Dealing with controlled and uncontrolled media
- Serving both internal and external audiences
- Proactive communication planning
- Advocating communication strategies and tactics
- Dissemination of persuasion and information
- Branding images and reputation

24. Responsibilities of Corp. Comm.
- Branding products and services
- Monitoring the responses from audiences and markets
- Counselling and advising senior executives
- Managing issues and responding to crisis situations
- Lobbying for favourable stances for the organization
- Organizational image creation and maintenance
- Organizational presence building and monitoring

25. Responsibilities of Corp. Comm.
- Minimize discrepancies between the company’s desired
identity and brand features
- Indicate who should perform which task in the field of
communication
- Formulate and execute effective procedures in order to
facilitate decision making about matters concerning
communication
- Coordinate with international business firms

26. Managing Corp. Comm.
Media Relations
-The always increasing role of the electronic media
(Internet, newspapers, magazines, radio, and
television) has created a special importance for
media relations
- In fact, the news media have become dependent
on PR for news, and PR has become dependent
upon the news media for publicity.

27. Managing Corp. Comm.
Employee Relations
- Internal communication is the key: informed employees are
happy and they spread the good news through their families
and friends
- Never surprise employees; make them a part of the planning
process and keep them informed.

28. Managing Corp. Comm.
Government Relations
- Building meaningful relationships with government
officials is essential to industry success in today’s
political world
- Lobbying - the legal influencing of public officials on
stands appropriate for industry
- Public Affairs - stances on controversial issues of
public concern is imperative for business success
today

29. Managing Corp. Comm.
Relations with Special Interest Groups
- There are several special interest and activist
groups in the country today
- If there’s a cause, some group will pick it up
- Defending company from frivolous lawsuits
and harassment from these groups has
become a full time job in itself

30. Managing Corp. Comm.
Stakeholder Relations
- It is important to recognize stakeholders
- It’s not only socially responsible to deal effectively with these
stakeholders, it pays in good will and financial stability
- Monitoring and managing key issues and moving to offset
crisis and emergency situations in a pro-active way is very
essential today

31. Managing Corp. Comm.
Advertising Relations
- Copy writing and production is usually outsourced today
- Market analysis is imperative; ratings, circulations, visits
are all important
- Reach and frequency are important
- Media Buying is an important part of Corp. Comm.
- Sufficient advertising knowledge and skill are essential for
a professional communicator today.

32. Management Perspective in Corp. Comm.
Research Negotiations
Knowledge Knowledge
Strategic and
Operational Persuasion
Management Knowledge
Knowledge

33. Summary…
Internal
Communications

34. What is Branding?

35. "In business as in life, the message you leave behind is far
more impactful and lasting than the circumstances under
which it was initiated." Al Caldwell
Complements…
vinayak.nagaonkar@gmail.com