Understanding Corporate Communication

1. Presented to
Bala sir
Presented by
Neha
Verma

2. HowCorporate
Communicationscame
intoexistence?

3. •The word corporate derives from the latin word
‘corpus’.
•It means ‘a body of people’.
•The English word ‘communication’ is derived
from the Latin noun ‘communis’ and the Latin
verb ‘communicare’ means ‘to make common’.
•So,as per my understanding corpoarte
communications means:-a group of people
assemble to take a common decision.

4. Folk
Media
Immediat
e rapport
Personal
Feedback
Accepted
by
Society
Entertain
ment
Element
Local
jargon

5. House Journals
• Advertising
Hosting dinner
• Press Release
Grapevine
communication
• Social Events
Internal Communication
Tools
External Communication
Tools
Stakeholder
s Employees Shareholders
Agencies Media Government

6. Era of Advertising
He launched the first printed
newspaper in Asia-Hickey’s
Bengal Gazette,on January
29,1780.
He introduced “Printing” to
Europe with the printing
press.
Hence he is also an inventor
of Printing Ink.
Johannes Gutenberg

7. Advertisement is a
means of
communication with
the users of a
product or service.
So as we are aware
the initial era for
public advocacy were
folk media,folk dance,
paintings,printing
press,Semiotics etc.
has experienced.

8. It is communicating your organization’s
messages at the right time and in the
right place to the right audience.

9. Pioneers of P.R
Ivy Lee
Edward Bernays
He emphasized the importance of thorough
explanation of an organization’s activities to the
media in hopes of improving the relationship
between the two.
Propaganda will never die out.Intelligent
men must realise that propaganda is the
modern instrument by which they can
fight for productive ends to bring order
out of chaos.

10. •Public relations (PR) is not a recent invention. The
importance of communication with the public and
maintenance of positive public image has always been
important in business sector but the beginnings of
modern PR are traditionally dated in the 18th century
London.
•PR helps create a relationship between a commercial
company and its customers who are more likely to
choose the products from a company they have a good
opinion over those from a firm they have never heard
off before or heard something negative about it.
•Just like advertising, PR often helps increase the sales
as well but the public reacts very differently to an add in
comparison to PR as in advertisement they already
know the information they are being communicated is
perceived with certain degree. In case of PR their trust
can been gained more by the company and the product
can be more informative to them.

11. • Advertising
• Non-Personal way of
communication.
• Paid form.
• No subjective imapct on
the goodwill.
• Usage of media such as-
T.V,Radio and online
means by the
involvement of mass at
large.
• Public Relations(PR)
• Personal/Strategic
communication.
• No place for being paid.
• It strengthens the
organisation goodwill.
• It builds mutual beneficial
relationships between
organisation and public.
Basis of Difference

12. Globalisation,cris
is and Role of
Corporate
Communications

13. •Globalisation - refers to the integration of markets in
the global economy, leading to the increased
interconnectedness of national economies.
•Industrial Crisis-They often occur in an environment
of economic crisis characterized by insufficient growth,
unemployment, fiscal deficits, budgetary and
competitive pressures on individual organization, and an
inadequate industrial infrastructure.
•Financial Crisis-
An economic recession or depression caused by a lack of
necessary liquidity in financial institutions.
•Industrial revolution gave birth to
advertising, PR later succeeded by
Corporate Communications
which came during 1970
after the crisis period.
Corporate
Communica
tion
Advertisi
ng
Public
Relatio
ns
Marketi
ng
Commu
nication

14. Pioneers of Corporate Communications
Paul Garrett
VP of PR for General Motors
in 1931.
Developed effective publicity
and promotion.
Communication with the
public using words and deeds
with meaning they
understood.
VP at PR at AT&T in 1927.
Developed an ethical code
for corporate
communication.
Communication is a
management function with
voice in senior exective
team.

15. •Corporate Communications began as public
relations in major corporations.
•Corporate Communications developed as a
communication practice in an industry
setting within major corporations as a direct
spin off of public relations.
•The business aspects came later with
advertising,branding and marketing
responsibilities assumed by the corporate
communication department,sometimes called
corporate relations within major industries.

16. Mission Vs Vision
A Mission defines the company’s
business,its objective and its approach to
reach those objectives.
A Vision describes the desired future
position of the company.
• My Customer
first
• First in
customer
satisfaction
S.B.I
• To provide the best
and most value-
adding advice within
investor relations,
financial
communications,
media relations, crisis
communications
Reliance
.We will speak the language of
young India.
.We will create products and
services that help our
customers achieve their goals.
. To be our clients’ ’first call’ and
preferred collaboration partner
within our business areas
.To consistently exceed our clients’
expectations for professional and
value-adding advice

17. Advertising
Public
Relation
Corporate
communications

18. Corrective
Measures
Internal
Coordination Connection
with outside
world
Effective
Management
Discipline
Motiva
tion
Leadership
Speed