This document discusses corporate identity and corporate communication. It provides definitions of corporate communication as managing all internal and external communication to establish favorable reputations with stakeholders. It lists the key aspects of corporate communication including public relations, media relations, corporate design, and issues management. The document also discusses the importance of company profiles in communicating with stakeholders and provides tips for writing concise, accurate company profiles that highlight a company's mission, achievements, and employees.

1. Session 8
Corporate Identity

2. Corporate Communication
Knowledge in CorComm
CEO Actual field
GAP!

3. Dev’t of Corp Comm
Public Relations
Media Relations
More than just 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.

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
Shareholders
External Internal

8. Company Profile
• What does it do?

9. Important Content

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.
Remember that many readers will simply scan the profile,
digesting key phrases and concepts.
2 Aim to present the main elements of the
corporation’s operations and objectives with a
positive spin.
The profile should make the company look good.
3 Get creative with the company profile.
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.
*)Adapted from wikihow.com

14. 5 Tips to Write a Company Profile
4 Stay flexible.
Be sure to keep your corporate profile up to date. Remember
that business grows and changes over time.
5 Keep the company profile honest and accurate.
Consumers, analysts and members of the media will likely do
a little research to confirm what they read.
*)Adapted from wikihow.com

15. 6 Elements in a Company
Profile
1 Start with simple corporate information.
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 Disclose relevant financial data.
Include revenues, profits, assets and information on tax
filings. Any mergers or acquisitions should also be noted.
3 Account for corporate policies and how
relationships are maintained with investors,
shareholders and other stakeholders.
*)Adapted from wikihow.com

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.
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 Call attention to important achievements &
milestones.
Brag a little! Important partnerships, success stories, giving
back to communities.
*)Adapted from wikihow.com
6 Talk about the employees.
It’s about people who make the business run. Talk about your
highly trained staff and what you do to keep morale &
standards high.