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Session 8 Corporate Identity
- 2. Corporate Communication KnowledgeinCorComm CEO Actual field GAP!
- 3. Dev’t of Corp Comm Public Relations Corporate design, corporate advertising, internal comm to employees, issue & crisis management, media relations, investor relations, change communication, public affairs. Focuses on the organization as a whole, on the important task of how an organization presents itself to all its key stakeholders – internal & external. Media Relations More than just Public Relations
- 4. Corp Comm Raised! Corporate Communication Human Resources Finance
- 5. Definition Corporate communication is a management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favorable reputations with stakeholder groups upon which the organization is dependent. “ “
- 6. Key terms • Complex in nature • Demands an integrated approach • Works to harness the strategic interests of the organization at large
- 7. The stakeholders Consumers Public Investors (potential) Government Company Profile Newsletter Publication or Trade Publication Employees Shareholders Annual Report External Internal Shareholders
- 8. Company Profile • What does it do?
- 10. Structure
- 11. What is important to highlight?
- 12. Lesson Learned / Tips
- 13. 5 Tips to Write a Company Profile 1 Keep your company profile concise. 2 Aim to present the main elements of the corporation’s operations and objectives with a positive spin. *)Adapted from wikihow.com 3 Get creative with the company profile.
- 14. 5 Tips to Write a Company Profile 4 Stay flexible. 5 Keep the company profile honest and accurate. *)Adapted from wikihow.com
- 15. 6 Elements in a Company Profile 1 Start with simple corporate information. 2 Disclose relevant financial data. *)Adapted from wikihow.com 3 Account for corporate policies and how relationships are maintained with investors, shareholders and other stakeholders.
- 16. 6 Elements in a Company Profile 4 State the mission of the company and what products or services it provides to its customers & clients. 5 Call attention to important achievements & milestones. *)Adapted from wikihow.com 6 Talk about the employees.
- 17. Group Work! • Analyze the company profile that you have based on the 6 recommended elements • Does it have all the elements? • What’s good, what’s not?
Editor's Notes
- Corporate communication is still undervalued. Eventhough people and CEO understands the importance of “company’s reputation”, but the role of corporate communication is still undervalued.
- 1. Remember that many readers will simply scan the profile, digesting key phrases and concepts. 2. The profile should make the company look good. 3. It should be professional, but it also needs to grab reader’s attention. Use compelling words & phrases to make your text stand out. Use graphics and diagrams to break long text.
- 4. Be sure to keep your corporate profile up to date. Remember that business grows and changes over time. 5. Consumers, analysts and members of the media will likely do a little research to confirm what they read.
- Incl.: company name, locations, type of business. Include information on the corporate structure – whether it’s private, public or partnership. Explain how it’s governed: is there a BOD, or someone who makes major decision. 2. Include revenues, profits, assets and information on tax filings. Any mergers or acquisitions should also be noted.
- 4. This is the most important part of the company profile! Include the vision and goals of the company as they pertain to the mission statement. This will help readers understand where the business plans to go and why. 5. Brag a little! Important partnerships, success stories, giving back to communities. 6. It’s about people who make the business run. Talk about your highly trained staff and what you do to keep morale & standards high.