Corporate communication involves managing a company's external image and internal identity. The external image is the mental picture that springs to mind when a company's name is mentioned, while internal identity encompasses the visual elements a company uses to communicate its business philosophy. It is important for a company's external image and internal identity to be consistent in order to be successful. Corporate communication also involves four key functions: marketing communication, management communication, organizational communication, and financial communication. These functions help a company understand how it affects both internal and external stakeholders.

1. Corporate
communication
External image,
Internal identity

2. Definition
Image :
Mental picture that springs up at
the mention of a firm's name
Identity :
Combination of color schemes,
designs, words, etc., that a firm
employs to make a visual statement
about itself and to communicate its
business philosophy

3. External Image
Internal identity
Responsibility => Strategy
Key to success => Consistency between
image and identity
Image => permits to differentiate
itself from competitors

4. Corporate communication
Identity programs

5. 4 KEYS
He has to take into account the opinion
of the stakeholders
Visual identity
Consistency
Auditing the identity program

6. Primary Functions of
Corporate Communication
4 functions
Marketing communication
Management communication
Organizational communication
Financial communication
Understand what affect the organization internally
and externally

7. Primary Functions of
Corporate Communication
4 functions
Marketing communication………………….Media relations
Management communication………… Employee relations
Organizational communication……Government relations
Financial communication…………………… Investor relations

8. Media relations
Understand the current market
Purpose => build a positive image
Maintain solid relationship with
the media

9. Employee relations
Internal communication
Strong reputation and credibility
Employees => image of the company

10. Government relations
Internal organizational communication
Maintain ethical standards
Establish accountability

11. Investor relations
Legitimizes the existence of the corporation
Target audience => stakeholders such as venture
capitalists and financial media reporters

12. Conclusion
« The challenge is to recognize the
need to gain the trust and mutual
respect of the parties involved in
the communication »