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Corporate

Communications
       By: Vinayak M Nagaonkar
“Communication works for those who work at it…”
                                           John Powell
Let’s Break the ICE…




 Technology       Sports Apparels              Junk Food




Beauty Products        DJ’s                      Cars


                                    TOM
                                    Top   of    Mind
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
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
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.
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.
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)
Forms of Corporate Communications
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
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
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
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
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
Van Riel’s Corp. Comm. Mix



            Management
           Communications




  Marketing            Organizational
Communications        Communications
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
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
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.”
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
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)
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
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
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
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
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
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.
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.
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
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
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
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.
Management Perspective in Corp. Comm.



                 Research   Negotiations
                Knowledge    Knowledge




Strategic and
Operational                                Persuasion
Management                                 Knowledge
 Knowledge
Summary…




     Internal
  Communications
What is Branding?
"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

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Corporate communications

  • 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
  • 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