In this interconnected, increasingly transparent and dynamic context, customers demand that organisations understand how to build internally- driven authentic and ethical corporate brands. And these brands must embrace influence from stakeholders and co-creation. Students will learn how to lead the building process for a strong and enduring corporate brand that gives focus to the entire organisation, and aligns its diverse stakeholders towards sustained value creation.
Corporate communication is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favorable point of view among stakeholders on which the company depends.
1. Public Relation is an important factor which helps in getting the firm into public’s eyes and promotes them.
2. Its main objective is to create awareness about the company, its goals, products and earning the recognition.
3. There are various Publics who is to be kept in mind while making PR Strategies.
4. Public Relation is very different from
-Marketing
-Publicity
- Advertising
5. There are many roles which are played by PR, and in various management functions
6. With the use of correct strategies and following the appropriate code of ethics, we can achieve the desired goal/objective.
Corporate communication is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favorable point of view among stakeholders on which the company depends.
1. Public Relation is an important factor which helps in getting the firm into public’s eyes and promotes them.
2. Its main objective is to create awareness about the company, its goals, products and earning the recognition.
3. There are various Publics who is to be kept in mind while making PR Strategies.
4. Public Relation is very different from
-Marketing
-Publicity
- Advertising
5. There are many roles which are played by PR, and in various management functions
6. With the use of correct strategies and following the appropriate code of ethics, we can achieve the desired goal/objective.
Communication project management approach for non govermentals by wycMarek Koziol
Publication about past project of Wrocław Youth Club Association - New communication and new technology pathways for NGO project organized with 14 different Non-Governmental Organizations from all over Europe!
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Communication project management approach for non govermentals by wycMarek Koziol
Publication about past project of Wrocław Youth Club Association - New communication and new technology pathways for NGO project organized with 14 different Non-Governmental Organizations from all over Europe!
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
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Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
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Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
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Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
CORPORATE TOPIC 4 PRESENTATION 2-2.pptx
1. Topic 4: Corporate Brand Identity and
Corporate Communications
VIMBISO IYANAYI R174888Y
ANTHONY T. SHANJI R133568V
OSWARD TIRIVAVI R228080P
FORTUNATE MASHOKO R104189V
DIDMAS CHIKARABWA R2210956P
2. Public relations
PUBLIC RELATIONS
Public relations involve ‘information, activities, and policies by which
corporations and other organizations seek to create attitudes favorable to
themselves and their work, and to counter adverse attitudes.
’ The Institute of Public Relations (IPR), defines public relations as the
planned and sustained effort to establish and maintain goodwill and
understanding between an organization and its publics.
Cutlip and Centre (2001) define PR as the management function that
identifies, establishes and maintains a mutually beneficial relationship
between an organization and its public on whom its success or failure
depends.
3. Role and functions of public relations
practitioners
Role and functions of public relations
The major functions of a PR are briefly explained below:
1. Fact finding:
The first task of a Public Relations team is to study the problems confronting
an organization so as to identify its strengths and weaknesses. These facts will
help the Public Relations team to work out the objectives, to locate target
audience and the right approach to be adopted in achieving the objectives.
2. Planning:
4. Planning cont.
Planning is the determination of goals for an organization and outlining of the
means to achieve them. Planning would include the means of communication
to be adopted, an estimate of the cost and the requirement of the manpower.
3. Implementation:
The plans should define the target audience, media and other means required
to influence the audience.
4. Evaluation:
Every programme deserves and requires analysis. If planning is important so
is the evaluation of how the plan worked.
5. 5. Advisory role
The PR team has an advisory role towards the top management about the
internal and external developments that are likely to affect the reputation of
the organization.
6. Conducting image surveys:
The PR team should organize periodical image surveys within and outside the
organization to assess people’s attitude towards the organization.
7. Maintaining contacts:
The PR team has to identify and establish contacts with a cross section of
important external public like decision makers, opinion leaders, media
personnel, consumer protection groups, politicians etc.
6. Cont.
8. Writing reports:
PR team should write reports, news releases, booklets, magazine articles and
product information.
9. Editing:
Big companies and organizations regularly bring out newsletters, employee’s
publications, share - holders’ reports etc. The PR team is entrusted with the
task of editing and publishing them.
10. Production of booklets, brochures:
It is the duty of the Public Relations team to produce booklets, brochures and
other publication for general distribution.
11. Preparation of press releases:
7. Tools of PR
Tools of Public Relations
PR tools can be broadly classified into external and internal.
A. External tools
The media most relevant to public relations include newspapers, magazines,
radio, television and, increasingly, the internet. Let us examine the media
options available to a Public Relations practitioner and how best they can use
them to achieve the various communication goals.
1) Press
In the life of an organization the press plays a significant role. The print
media enable an organization to reach out to various categories of public. If
used well the press can play a
8. CONT.
complementary role in creating a favorable image, but if mishandled it can
damage the image of an organization.
2) Television
Television has immense scope as a publicity medium. With satellite and digital
communication possibilities, the impact of television has become more
powerful.
3) Radio
Radio is a mass medium which possesses the qualities of a direct personal
medium. With the reach of radio in the country to over 95% of the population,
this medium has become an important tool for the PR practitioners.
9. CONT.
4) Films
Films, documentaries and other promotional materials can be handy tools for
dissemination of information to the public. Films/documentaries make a
powerful impact on the audience because of their audio-visual qualities.
5) Outdoor media
Billboards, hoarding and colorful posters on the street corners are powerful
means to convey messages to public.
6. Oral communications
Oral communication is used as a medium chiefly in employee communication
for training or informing them about the company’s policies. Oral
communication may be carried out through meetings, telephone calls, public
address systems, panel discussions, counseling etc.
10. B Internal media
B. Internal media
Internal communication is basically addressed to the employees within an
organization. The following are some of the important tools to communicate
to the employees within an organization, its internal public.
1) Printed literature
The basic objective of print literature is to inform or persuade target
audience about a product, service or idea.
2) Annual reports
The annual report of an organization is usually drafted by the PR department.
This report is accorded publicity and coverage in the media.
11. Cont.
3) Direct mail
Literature can be directly mailed by post or e-mail to this select group of
important public.
4) Films
Films, documentaries and other promotional materials can be handy tools for
dissemination of information to the public. Films/documentaries make a powerful
impact on the audience because of their audio-visual qualities.
5) Outdoor media Billboards, hoarding and colorful posters on the street corners are
powerful means to convey messages to public.
6) Meetings
It could be just a meeting of two department heads, a small group meeting,
committee meetings to large meetings to resolve conflicts, brief employees, solve
problems, obtain reactions to a new scheme etc.
12. cont
7) Speeches
Formal speeches are the quickest way of conveying information. Preparation
of speeches and sometimes delivering the speech are jobs of the Public
Relations department.
13. Corporate communication (PR and Ad-
like communication activities)
According to Jackson(1986),corporate communication is an integrated
approach to all communication produced by an organization to all the
targeted groups.
Stobierski (2019), also defined Corporate communications as the way in which
businesses and organizations communicate with internal and external various
audiences.
14. Roles of Corporate communication
1.To create and sustain powerful corporate branding
2. To develop initiatives that minimizes discrepancies between the company’ s
desired identity and brand features.
3.To indicate workers role in the communication process.
4.To formulate effective procedures in design making.
5. To mobilize internal and external support.
15. Branches of corporate communication
1. Management communication
2. Marketing communication
3. Organizational communication.
16. Types of corporate communication
1. Internal communication,
2. External communication.
Tools of corporate communication,
1.Traditional tools,
2. Mass media,
3. spoken word, 4. Written communication 5. photographs 6. exhibitions and
fairs. 7. Audio visual media, 8. media conference, 9.newsletters 10. journals, 11.
brochures.
Digital tools include all online technologies
17. Relationship Between Public Relations and Corporate
Communications.
Corporate communication and public relations is the managing of
relationships with public groups.
It is all about managing relationships by informing, persuading,
dialogue, and negotiating and is considered as an important tool of the
organizational management.
It is done to influence the behaviour of parts of the important
relationships. Communication is the most important mean of public
relations and relationships are the outcome of it.
The Institute of Public Relations states that the corporate
communication is the ears, eyes and voice of the organization. It is
crucial to match corporate strategy with corporate communication
policy and practice.
18. Continue….
Functions of corporate communication and public relations
The important functions of corporate communication and public relations include
(i) dealing with crisis control,
(ii) enabling sophisticated approaches to global communications, and
(iii) comprehension and utilization of complicated communication tools and
technologies. The functions also include the following.
19. Continue……
Functions of corporate communication and public relations are comparatively
the same, though the objectives and tactics of both are different and even
conflicting.
While corporate communication adheres to the complicated by-laws of
compliance in both internal and external communication, promoting the
integrity of the organization with very little room for creativity, public
relations, on the other hand, creatively promotes the favourable image of the
organization to the public.
Further, while they are very different, both types of communication play
pivotal role in the success of the organization.
20. BRAND COMMUNICATION EFFECT
The effect of brand communication includes:
- Brand awareness - Attract top talents
- Employee engagement - transparency
- Innovation - Avoid miscommunication
- Employee productivity - Maintain strong brand image
- Enhance customer service - Build strong brand trust
21. 1. brand awareness
Primarily advertising was used to promote brand awareness but its
effectiveness in promoting brand awareness has been shrinking over the past
years.
Eg. Millenials largely ignore ads since they do not want to be sold but rather
prefer to educate themselves and make informed decisions (Banerjea, 2022).
Milienial learn thru- Social media, Google, Amazon, Retail websites, Radio,
TV, friends and relatives.
22. Cont.
Employee advocacy can be employed to promote brand awareness.
The company might encourage their staff to build personal brands on social
media.
Many people, especially Millenials trust individuals rather than companies i.e
they can believe a tweet by an employee rather than from official company
handle.
Employees become brand ambassadors.
Corporate brand communication has a clear and direct impact on your
company’s “financial growth”
23. 2. Employee engagement
Corporate communication promotes employee engagement (participation and
involvement.
Corporate communications can boost employee engagement thru
- communicating company vision and goals.
- encourage dialogue and opinions i.e quality circles
- Boost employee advocacy- they can showcase the company’s culture i.e sharing
videos of team-building events, birthday celebrations, CSR initiatives e.t.c.
Opus Kinetic (2020) recently highlighted a review by Deloitte showed that 90% of the
executive leaders believe that employee engagement is a vital element of business
success.
24. 3. Innovation
Internal communication can spark innovation through:
- knowledge sharing- providing about internal company updates, external
industry
dynamics and economic developments to promote innovation.
- inter-departmental collaboration- truly profitable ideas and execution
requires
inputs from across departments.
25. 4. Employee productivity
Employee engagement motivates employees leading to increased efficiency,
hence productivity would rise
Increased productivity would reduce average costs of production which can be
source of competitive advantage
Innovation may also lead to increased productivity.
Internal communication develop problem solving culture
26. 5. Attracting top talent
Effective corporate communication is instrumental or pivotal in attracting the
best talents for any organization.
Not only is the company able to attract highly qualified employees, but it will
be able to retain its top talents.
Media relations, brand ambassadors showcasing company culture and referrals
from engaged employees enables the business to harness top talents.
27. 6. Transparency
Successful corporate communication will enhance the overall transparency of
the firm.
If employees are informed of the company’s culture and goals, they are more
willing to exert their best.
28. 7. Enhanced customer service
The employee should be equipped enough to solve all the issues and satisfy the
customer in terms of the product or service.
Bhasin (2021) underscored the need for employees to be worthy enough to solve all the
issues and satisfy the customer about their product or service.
29. 8. Avoid miscommunication
• Corporate communications ensure that the company
makes sure the company runs smoothly (Bhasin,
2021)
Any mistake can prove to be disastrous for the
organization.
Mistakes may tarnish the reputation of the
business.
30. 9. Maintaining a strong brand image
corporate communications in brand communication is vital for ensuring a
cohesive company image.
it helps to share the brand vision with customers, prospects and external
stakeholders like partners, pressure groups, government e.t.c
diffuse negative publicity by highlighting the unique and beneficial aspects of
their brand to distract negative publicity.
According to Harappa (2021), corporate communication can also help to
improve and maintain an organization’s reputation and brand image.
31. 10. Building strong brand trust
Brand trust can be established both amongst inside and outside of the organization.
It enables employees to confidently assume the role of being a brand ambassador.
Building a strong brand trust towards employees benefits the company due to referrals
amongst customers –customers can only recommend the brand they trust
The corporate brand is viewed more trustworthy and interesting when actual employees
of all different departments are discussing and sharing company consent (Kunsman,
2020).
32. Challenges of corporate communication.
1.Attempting to build a presence on every online platform
This may not be the bet way to increase visibility – improvements in technology and
development of new social media platforms has led to PR services wanting to establish
their presence on each of them.
Organizations must rethink their strategies and identify which platforms suit them best
33. 2. reduced budgets
PR department is likely to experience reduced budgets especially in this period of
Covid 19.
Companies would prioritise their resources based on what will give them the best
results.
34. 3.Email overload
It is important to know which information:
- actually needs to be shared.
- when it must be send.
- where it needs to go.
It is therefore important to create different groups, both closed and open
one, so as to communicate specific information on specific channels. However
too much filtering may also create a problem.
35. 4. lack of mutual respect
Groups employees working together come from diverse background and this can lead to
disagreement of misunderstandings especially if employees do not fully respect each
other.
36. 5. Lack of balance
Communication requires a balanced approach.
In most organisations, the common challenge everyone faces is either there is too much
or too little internal communication happening VP Ledacies (2020).
Not every piece of information is relevant to all employees.
37. Behavioural Framework of Corporate
Communication
As a practical approach, it enables corporate communication executives and
professionals to operate under the burden of contradictory and often inconsistent
expectations coming from diverse constituencies.
38. - Responding to these expectations is vital for building a strong identity and sustaining a
credible organizational image.
- The CVFCC brings the whole (corporate communication) and parts (marketing
communication, financial communication, organizational communication,
management communication) into a more sophisticated theoretical treatment of
corporate communication that goes beyond merely discussing "best practices."
39. cont.
- The competing values framework describes four types of
organizations or culture that indicate how a company operates,
what is its culture, and how do the employees collaborate.
- The four types of culture are as shown on the diagram below:
41. The clan culture
- Is like an extended family, this type of organization emphasizes teamwork, employee
involvement, empowerment, cohesion, participation, corporate commitment to employees,
and self-managed work teams.
- It is held together by loyalty and tradition.
- In this context, leaders are thought of as mentors or parent figures. Their main
responsibilities are to empower employees, and facilitate their participation,
commitment, and loyalty (Cameron & Quinn, 2006).
42. The adhocracy culture:
• is a dynamic, entrepreneurial, and creative organization.
• This organization thrives in an uncertain, ambiguous, and turbulent
environment.
• The common values are innovation, flexibility, adaptability, risk taking,
experimentation, and taking initiative.
43. The hierarchy culture
Is a formalized and structured bureaucracy.
This culture values efficiency, reliability, predictability, and standardization.
Fast and smooth operations are maintained by strict adherence to the
numerous rules, policies, and procedures.
Employees throughout the multiple hierarchical levels have almost no
discretion.
Leaders in this organization are expected to be good organizers and
coordinators, and minimize costs.
The market culture is fiercely competitive and goal oriented.
44. The market
• They focus on productivity, profitability, market share and penetration, and winning.
• Leaders in this culture are expected to be hard driving, tough, and demanding
competitors (Cameron & Quinn, 2006).
• One culture is not necessarily better than the others. The proper culture for each
organization depends on the organization’s industry and strategy.
• For example, Gregory, Harris, Armenakis, and Shook (2009) found a positive
relationship between clan cultures and patient satisfaction in healthcare facilities.
45. Choice of the best corporate communication
tool
Corporate communication tools connect with various internal and external audiences, such as
employees, customers, investors, suppliers, etc.
- The channel in which companies communicate with these audiences depends on who they’re aiming
to reach.
Here are a few examples of corporate communication channels:
1. Company website
2. Internal intranet
3. Emails, newsletters, and bulletin boards
4. Blog posts
46. 5. Emails, newsletters, and bulletin boards
6. Press releases
7. Town halls
8. Mobile employee communication apps
47. What to consider when choosing the best
corporate communication tool:
Corporate communication tools connect with various internal and external audiences,
such as employees, customers, investors, suppliers, etc. The channel in which
companies communicate with these audiences depends on who they’re aiming to reach.
48. Control over message delivery
It is important that you are able to control the message and minimization of
any noise that can distort the message to deliver to the receiver.
As comparing PR with other tools, there is little control with regards to PR
because of a number of factors and the factors includes that PR depends on
the goodwill of other stakeholders.
49. Cost effectiveness
An organisation must have a financial power to enable it to have control over
its messages,
If using agency for the design of advertising messages, then it is important
that there are enough financial resources to sustain design efforts.
Credibility
• With PR, the chances of allowing the third parties to speak about an offer is
very high. Therefore the market regard this information as credible as its
intensions are hidden ( ZRCS’s use of Macheso as brand ambassador), whilst
Ad-like corporate communication activities such as advertising are less
credible.
50. Size and geographical dispersion of the
audience
The size and the location of the targeted audience matter when it comes to
the choice of the best corporate communication tool.
When targeting a global market, we can use social media advertising, or even
pop up adverts in order to reach the targeted audience. If targeting national
audience, we can also use advertising , online direct marketing because it has
a wide reach
51. Marketing objectives
The marketing objectives would influence the choice of the best promotional
tool to employ
For instance, the business may pursue sales revenue maximization, increased
market share, customer retention e.t.c
52. Effectiveness of the media
Washing powder, milk products and tea can be best promoted using television
because it provides an opportunity for demonstration to be done.
Technical good such as tractors, combine harvesters, computers and
excavators can be best promoted using trade journals and other forms of print
media which allows for the provision of detailed information.
53. Flexibility of the media
Whether the media allows for repeat exposure.
Television, radio, newspapers and magazines allows for repeat exposure