Corporate communications: In the name of stakeholders
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Business of all sizes spend a tremendous amount of money every year to carve a place for their products and services in the fragmented and highly competitive global marketplace. In this presentation, I explain corporate communications from the stakeholder's point of view. I contend that corporate communications should be seen as an ongoing, simultaneous, and overlapping conversation between companies and their audiences (both internal and external).
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Corporate communications
Businesses of all sizes spend a tremendous amount of money every year to carve a place for their products and services in the fragmented and highly competitive global marketplace. In this presentation, I explain corporate communications from the stakeholder's point of view. I contend that corporate communications should be seen as an ongoing, simultaneous, and overlapping conversation between companies and their audiences (both internal and external).
“The Role of the Public Relations in Today´s Business Climate”
Gwinavere Johnston argues that public relations plays a vital role in restoring public trust in corporations in today's business climate. A company's reputation is paramount to its success and depends on factors like product quality, business practices, and community involvement. However, many corporations lost public trust due to scandals that prioritized profits over integrity. Public relations can help rebuild trust by fostering open communication, listening to public concerns, and advocating for the public perspective internally. With corporate credibility at an all-time low, public relations professionals must lead efforts to help companies earn reputations for credibility again.
World PR Report 2013
The World PR Report 2013, produced by the Holmes Report and ICCO, is a definitive report on the trends and issues facing the global PR industry, based on a survey of global agency heads. The report also includes research on the size and growth of the global PR industry, and a ranking of the world's 250-biggest PR firms.
Convergence Ahead: The Integration of Communication and Marketing
Mit Convergence Ahead: The Integration of Communication and Marketing präsentiert Weber Shandwick eine qualitative Studie, die den Blick für die zunehmende Überschneidung von Kommunikation und Marketing schärft. Convergence Ahead untersucht die Erfahrungen von Führungskräften, die diese traditionellen Silo-Funktionen bereits erfolgreich zusammengeführt haben.
Für die Studie wurden telefonische Tiefeninterviews mit Kommunikations- und Marketingverantwortlichen (CCMOs bzw. CMCOs) geführt, die in ihrem Unternehmen für die erfolgreiche Bündelung dieser beiden Aufgabenbereiche verantwortlich zeichnen. Als treibende Faktoren für die Konvergenz wurden neben der immer komplexer werdenden Medienwelt auch sich rasant entwickelnde soziale und digitale Technologien sowie die zunehmende Überschneidung von Marke und Reputation identifiziert. Die Studie zeigt neben diesen Faktoren auch Chancen und Herausforderungen einer solchen Strukturveränderung.
In Convergence Ahead hat Weber Shandwick anhand der CCMO-Erfahrungen einen Sechs-Stufen-Plan für eine erfolgreiche Fusion von Kommunikation und Marketing entwickelt.
2012 Americas Agency Report Card
The Holmes Report's 2012 Americas PR Agency Report Card, which analyses 200 leading firms in the US, Canada and Latin America.
Convergence Ahead (2014 weber shandwick new global report)
웨버 샌드윅(Weber Shandwick) 본사에서 새로운 글로벌 리포트, “The Convergence Ahead : The Integration of Communications and Marketing” 발표하여, 리포트 내용 중 주요 포인트를 공유합니다.
해당 리포트는 2013년 10월부터 2014년 3월까지 약 6개월 기간 동안 미국, 유럽, 아시아-태평양 등 주요 글로벌 기업 내 최고 커뮤니케이션 경영자(CCO) 와 최고 마케팅 경영자(CMO)를 대상으로 전화인터뷰를 실시해서 완성되었다.
디지털 미디어 시대의 도래로 인해, 기업 및 브랜드와 기업 인지도의 상관 관계는 더욱 밀접해지고 있으며, 이에 따라, 기업 커뮤니케이션/ 마케팅 커뮤니케이션 활동에도 변화가 필요하게 되었다. 전통적으로 독자적인 영역이었던 두 부문이 서로의 영역 구분이 모호해지고 있음을 설문 참여 대상자들이 해당 리포트에서 확인시켜 주고 있다. 이미 이러한 커뮤니케이션 변화를 예상하고, 해당 변화에 대응하고자 몇몇 글로벌 기업들은 최고 커뮤니케이션 & 마케팅 경영자(CCMO, Chief Communication & Marketing Officer)라는 통합 직급을 새롭게 만들었으며, 본 리포트에는 CCMO의 경험을 기반으로 정리된 유익한 정보를 담고 있다.
해당 리포트에서는 기업 커뮤니케이션 & 마케팅 커뮤니케이션이 수렴화되는 트렌드(Convergence Trend)가 도래하게 된 배경을 분석하였을 뿐 아니라, CCMO의 성공적인 Convergence 를 위해 참고가 필요한 사항들을 6가지로 정리했으며, 주요 내용은 다음과 같다.
기업 커뮤니케이션과 마케팅 커뮤니케이션 활동의 성공적인 수렴화를 위한 6단계:
Consider Convergence for Strategic advantage: 두 커뮤니케이션 분야가 수렴화를 통해 얻을 수 있는 전략적 혜택을 고려하라
Start with a shared vision and mission: 조직에서 서로가 합의된 목표와 비전을 갖고 시작하라. 브랜드의 정체성을 정의한 후, 두 커뮤니케이션 부문의 수렴화를 진행하는 이유와 목표를 조직에 공유시켜야 한다
Evangelize widely and deeply: 각 부문 리더, 외부 관계자, 주요 클라이언트의 니즈를 파악하고 새로운 미션을 조직 내에 널리 알려야 한다.
Govern the integration: 통합된 조직을 탄생 시키기 위해서는, 각 부서를 통합 관리하는 능력이 필요하다.
Move quickly but planfully: 새로운 통합 과정이 조직 내에서 스무스하게 진행될 수 있도록, 본인과 팀의 능력을 믿고, 계획하에서 신속히 움직여라.
Celebrate successes early and often: 변화에서 얻게 되는 가시적인 성과와 혜택을 조직 내에 자주 보여주고 공유할 수 있는 방안을 찾아야 한다. CCMO 들은 성과가 있는 부분은 내부적으로 프로모션하고, 또 다른 성과를 이끌어내어야 한다.
Corporate Communications: Can You Hear Me Now?
In earlier posts, I discussed some of the most vital skills required to be a successful Chief Executive Officer. As you may have noticed, the recurring theme in those columns—and many others that have pertained to successfully managing a growing company—was the absolutely essential need for clear and consistent corporate communications.
Corporate Reputation in the Nordics: Leading with Purpose
Burson-Marsteller commissioned research firm Penn, Schoen & Berland to survey more than 4,500 people in Denmark, Finland, Norway and Sweden. The Nordic Corporate Reputation Study identifies the key drivers of corporate reputation in the Nordics and ranks the top 100 Nordic companies across a range of metrics from trust and responsible behavior to innovation, leadership and financial performance. For comparison and benchmarking purposes, a number of leading international companies were included in the research. The resulting Purpose & Performance Index shows that customer service, treating employees well and engaging with local communities are all key drivers of trust and help turn Nordic customers into brand advocates.
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Corporate communications
Businesses of all sizes spend a tremendous amount of money every year to carve a place for their products and services in the fragmented and highly competitive global marketplace. In this presentation, I explain corporate communications from the stakeholder's point of view. I contend that corporate communications should be seen as an ongoing, simultaneous, and overlapping conversation between companies and their audiences (both internal and external).
“The Role of the Public Relations in Today´s Business Climate”
Gwinavere Johnston argues that public relations plays a vital role in restoring public trust in corporations in today's business climate. A company's reputation is paramount to its success and depends on factors like product quality, business practices, and community involvement. However, many corporations lost public trust due to scandals that prioritized profits over integrity. Public relations can help rebuild trust by fostering open communication, listening to public concerns, and advocating for the public perspective internally. With corporate credibility at an all-time low, public relations professionals must lead efforts to help companies earn reputations for credibility again.
World PR Report 2013
The World PR Report 2013, produced by the Holmes Report and ICCO, is a definitive report on the trends and issues facing the global PR industry, based on a survey of global agency heads. The report also includes research on the size and growth of the global PR industry, and a ranking of the world's 250-biggest PR firms.
Convergence Ahead: The Integration of Communication and Marketing
Mit Convergence Ahead: The Integration of Communication and Marketing präsentiert Weber Shandwick eine qualitative Studie, die den Blick für die zunehmende Überschneidung von Kommunikation und Marketing schärft. Convergence Ahead untersucht die Erfahrungen von Führungskräften, die diese traditionellen Silo-Funktionen bereits erfolgreich zusammengeführt haben.
Für die Studie wurden telefonische Tiefeninterviews mit Kommunikations- und Marketingverantwortlichen (CCMOs bzw. CMCOs) geführt, die in ihrem Unternehmen für die erfolgreiche Bündelung dieser beiden Aufgabenbereiche verantwortlich zeichnen. Als treibende Faktoren für die Konvergenz wurden neben der immer komplexer werdenden Medienwelt auch sich rasant entwickelnde soziale und digitale Technologien sowie die zunehmende Überschneidung von Marke und Reputation identifiziert. Die Studie zeigt neben diesen Faktoren auch Chancen und Herausforderungen einer solchen Strukturveränderung.
In Convergence Ahead hat Weber Shandwick anhand der CCMO-Erfahrungen einen Sechs-Stufen-Plan für eine erfolgreiche Fusion von Kommunikation und Marketing entwickelt.
2012 Americas Agency Report Card
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Convergence Ahead (2014 weber shandwick new global report)
웨버 샌드윅(Weber Shandwick) 본사에서 새로운 글로벌 리포트, “The Convergence Ahead : The Integration of Communications and Marketing” 발표하여, 리포트 내용 중 주요 포인트를 공유합니다.
해당 리포트는 2013년 10월부터 2014년 3월까지 약 6개월 기간 동안 미국, 유럽, 아시아-태평양 등 주요 글로벌 기업 내 최고 커뮤니케이션 경영자(CCO) 와 최고 마케팅 경영자(CMO)를 대상으로 전화인터뷰를 실시해서 완성되었다.
디지털 미디어 시대의 도래로 인해, 기업 및 브랜드와 기업 인지도의 상관 관계는 더욱 밀접해지고 있으며, 이에 따라, 기업 커뮤니케이션/ 마케팅 커뮤니케이션 활동에도 변화가 필요하게 되었다. 전통적으로 독자적인 영역이었던 두 부문이 서로의 영역 구분이 모호해지고 있음을 설문 참여 대상자들이 해당 리포트에서 확인시켜 주고 있다. 이미 이러한 커뮤니케이션 변화를 예상하고, 해당 변화에 대응하고자 몇몇 글로벌 기업들은 최고 커뮤니케이션 & 마케팅 경영자(CCMO, Chief Communication & Marketing Officer)라는 통합 직급을 새롭게 만들었으며, 본 리포트에는 CCMO의 경험을 기반으로 정리된 유익한 정보를 담고 있다.
해당 리포트에서는 기업 커뮤니케이션 & 마케팅 커뮤니케이션이 수렴화되는 트렌드(Convergence Trend)가 도래하게 된 배경을 분석하였을 뿐 아니라, CCMO의 성공적인 Convergence 를 위해 참고가 필요한 사항들을 6가지로 정리했으며, 주요 내용은 다음과 같다.
기업 커뮤니케이션과 마케팅 커뮤니케이션 활동의 성공적인 수렴화를 위한 6단계:
Consider Convergence for Strategic advantage: 두 커뮤니케이션 분야가 수렴화를 통해 얻을 수 있는 전략적 혜택을 고려하라
Start with a shared vision and mission: 조직에서 서로가 합의된 목표와 비전을 갖고 시작하라. 브랜드의 정체성을 정의한 후, 두 커뮤니케이션 부문의 수렴화를 진행하는 이유와 목표를 조직에 공유시켜야 한다
Evangelize widely and deeply: 각 부문 리더, 외부 관계자, 주요 클라이언트의 니즈를 파악하고 새로운 미션을 조직 내에 널리 알려야 한다.
Govern the integration: 통합된 조직을 탄생 시키기 위해서는, 각 부서를 통합 관리하는 능력이 필요하다.
Move quickly but planfully: 새로운 통합 과정이 조직 내에서 스무스하게 진행될 수 있도록, 본인과 팀의 능력을 믿고, 계획하에서 신속히 움직여라.
Celebrate successes early and often: 변화에서 얻게 되는 가시적인 성과와 혜택을 조직 내에 자주 보여주고 공유할 수 있는 방안을 찾아야 한다. CCMO 들은 성과가 있는 부분은 내부적으로 프로모션하고, 또 다른 성과를 이끌어내어야 한다.
Corporate Communications: Can You Hear Me Now?
In earlier posts, I discussed some of the most vital skills required to be a successful Chief Executive Officer. As you may have noticed, the recurring theme in those columns—and many others that have pertained to successfully managing a growing company—was the absolutely essential need for clear and consistent corporate communications.
Corporate Reputation in the Nordics: Leading with Purpose
Burson-Marsteller commissioned research firm Penn, Schoen & Berland to survey more than 4,500 people in Denmark, Finland, Norway and Sweden. The Nordic Corporate Reputation Study identifies the key drivers of corporate reputation in the Nordics and ranks the top 100 Nordic companies across a range of metrics from trust and responsible behavior to innovation, leadership and financial performance. For comparison and benchmarking purposes, a number of leading international companies were included in the research. The resulting Purpose & Performance Index shows that customer service, treating employees well and engaging with local communities are all key drivers of trust and help turn Nordic customers into brand advocates.
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As Europe’s senior communications professionals scan the horizon for clues about the future of their role, their top concerns are how to ensure consistency of message across the organisation and how to cut through the information overload to be heard. Many communicators believe the answer lies in consolidation of communications functions to ensure alignment and impact.
In order to capture what is top of mind in the shifting European communications arena, Brunswick and the European Association of Communications Directors (EACD) have partnered on a unique piece of research that included EACD members and other senior communicators across Europe.
For more information please contact:
Phil Riggins: www.brunswickgroup.com/people/directory/phil-riggins/
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Digital Strategy Master Class - Andrew RupertDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategyFuture-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your businessTop digital marketing institutein noida
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
How American Bath Group Leveraged Kontent
How American Bath Group Leveraged KontentDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.Grow Your Business Online: Introduction to Digital Marketing
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
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Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing gameRecently uploaded (20)
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
Etsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital Products
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...
Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Grow Your Business Online: Introduction to Digital Marketing
Grow Your Business Online: Introduction to Digital Marketing
Corporate communications: In the name of stakeholders
- 1. Corporate Communications: In the Name of Stakeholders By Koffi Alain Sessi
- 3. $437.5 Millions to each American citizen
- 5. Why?
- 9. Employees
- 10. Suppliers
- 11. Customers
- 12. Investors
- 13. Government
- 14. Community
- 15. ?So what is Corporate Communications
- 16. Corporate communication is a management function or department, like marketing, finance, or operations, dedicated to the dissemination of information to key constituencies, the execution of corporate strategy and the development of messages for a variety of purposes for inside and outside the organization. - Financial Times “ ”
- 17. Corporate communications aims to positively impact the perception stakeholders have of a company.
- 18. 4Areas of FOCUS
- 19. Media Inquiries Media Packets News Monitoring Press Conference News Release Public Relations
- 20. Customer Support Printed Materials Ad Campaigns Product Promotions Social Media Marketing Communications
- 21. HR Policies Employee Productivity Structure Employee Recognition Payroll HR Communications
- 22. Bad Citizenship Difficult Succession Disaster Handling Security Breach Social Scandal Crisis Communications
- 23. Foundation
- 24. Culture
- 25. FedEx will produce superior financial returns for shareowners by providing high value-‐ added supply chain, transportation, business and related information services through focused operating companies. Customer requirements will be met in the highest quality manner appropriate to each market segment served. FedEx will strive to develop mutually rewarding relationships with its employees, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional standards. FedEx
- 26. Use our pioneering spirit to responsibly deliver energy to the world. ConocoPhilips
- 27. Democratize professional technology learning. Pluralsight
- 29. Deming’s View
- 30. “Quality begins with intent, which is fixed by management.” -‐Dr W. Edward Deming
- 31. Lessons from the trenches
- 32. BP Oil Spill
- 34. VolksWagen (The Car of the People?)
- 35. “Tell the truth, tell it first, and tell it your way.” - Jaime Rupert
- 36. Thank you!!