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Fibraco
The structure of the Corporate 1www.fibraco.hu
The structure of the
Corporate Communication
Thomas Barat
Integrated
Corporate
Communication
Internal
communication
External
Communication
Fibraco
The structure of the Corporate 2www.fibraco.hu
Product
Price
Place
Promotion
M
i
Marketing Public Relations Human Relations
External Internal
HR
i
MANAGEMENT
Personal
Marketing
Organisation
Developm.
Labour
Corporate
PR
Product
PR
Employee
Relations
Ownership
Relations
M i = Market influence
HR i = Human Relations influence
The “theory of the corporate circles”
Fibraco
The structure of the Corporate 3www.fibraco.hu
The structure of the corporate communication
(The main fields)
Internal Communication External Communication
Promotion,
DM, POS, etc.
Advertising
Crisis Management
Aid Policy
External relations
Consumer relations, Product – marketing PR,
Media relations, Financial relations, etc
Public RelationsHuman Relations Marketing Communications
Fibraco
The structure of the Corporate 4www.fibraco.hu
The structure of the Public Relations
Internal PR External PR
Business, Non-profit-, Public life, Personal
Employee Ownership Corporate PR Product PR
Relations Relations
Fibraco
The structure of the Corporate 5www.fibraco.hu
The structure of the internal communication
Leaders-
employee
Leaders –
leaders
Crisis
Management
Leaders -
Owners
Employee -
employee
Leaders -
trade union
Internal
organisation
Aid
Policiy
Fibraco
The structure of the Corporate 6www.fibraco.hu
The structure of the external communication
Industrial
relations
Professional
relations
Crisis
Management
Financial
Relations
Consumer
Relations
Media
Relations
Public Affairs
Issue
management
Aid
Policiy
Fibraco
The structure of the Corporate 7www.fibraco.hu
The structure of the financial relations
Financial
governmental
relations
Financial
organisation
relations
Investment,
Investor
relations
Shareholders
relations
Fibraco
The structure of the Corporate 8www.fibraco.hu
The structure of the media relations
Publisher’s
Relations
Editorial
Relations
Relations with
Journalists
Publicity
Fibraco
The structure of the Corporate 9www.fibraco.hu
Public RelationsPublic Relations
sender receiver
message newsnews
feedback
The interpreter on the bridge
Fibraco
The structure of the Corporate 10www.fibraco.hu
Reputation managementReputation management
The scale of the reputation:The scale of the reputation:
Negative 0 point PositivePositive
Bad reputation Optimal Situation
totally rejected, partly rejected, unaccepted, known, well-known, acknowledged, appreciated, honoured
Fibraco
The structure of the Corporate 11www.fibraco.hu
supported
cooperative
trusted
appreciated
understood
mutually
informed
Reputation managementReputation management
Fibraco
The structure of the Corporate 12www.fibraco.hu
Reputation managementReputation management
The reputation depends on:
1. What we think, what we do, how we
behave?
2. What others think or suppose about us in
general? How others respect or judge
us?
3. What do they say about us?
Fibraco
The structure of the Corporate 13www.fibraco.hu
Publications
Audiovisual
Media
Others
Personal
Communication
Events
The tools of the effective Corporate CommunicationThe tools of the effective Corporate Communication
Public RelationsPublic Relations
Fibraco
The structure of the Corporate 14www.fibraco.hu
OrganisationOrganisation
messagemessage
message
message
messagemessage
messagemessage
News
News
News
News
News Personal CommunicationPersonal Communication
Public opinion,
Environment
MassMass communication
communication
Fibraco
The structure of the Corporate 15www.fibraco.hu
OrganisationOrganisation
messagemessage
messagemessage
messagemessage
message
message
messagemessage
messagemessage
messagemessage
News
News
News
News
News
News
Public opinion,
Environment
Market influence
Lobbying
Personal contancts
Personal contancts
Aid policy
Group communications
Some mSome methodsethods of external communicationof external communication
Behaviour coordinationBehaviour coordination
Fibraco
The structure of the Corporate 16www.fibraco.hu
messagemessage
messagemessage
messagemessage
messagemessage
News
News
News
News
News AgencyNews Agency
dustbin
dustbin
Readers,
Listener,
Viewer
OrganisationOrganisation
PR AgencyPR Agency
MediaMedia
The path of the news from the sender to the receiver

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The structure of the Corporate Communication

  • 1. Fibraco The structure of the Corporate 1www.fibraco.hu The structure of the Corporate Communication Thomas Barat Integrated Corporate Communication Internal communication External Communication
  • 2. Fibraco The structure of the Corporate 2www.fibraco.hu Product Price Place Promotion M i Marketing Public Relations Human Relations External Internal HR i MANAGEMENT Personal Marketing Organisation Developm. Labour Corporate PR Product PR Employee Relations Ownership Relations M i = Market influence HR i = Human Relations influence The “theory of the corporate circles”
  • 3. Fibraco The structure of the Corporate 3www.fibraco.hu The structure of the corporate communication (The main fields) Internal Communication External Communication Promotion, DM, POS, etc. Advertising Crisis Management Aid Policy External relations Consumer relations, Product – marketing PR, Media relations, Financial relations, etc Public RelationsHuman Relations Marketing Communications
  • 4. Fibraco The structure of the Corporate 4www.fibraco.hu The structure of the Public Relations Internal PR External PR Business, Non-profit-, Public life, Personal Employee Ownership Corporate PR Product PR Relations Relations
  • 5. Fibraco The structure of the Corporate 5www.fibraco.hu The structure of the internal communication Leaders- employee Leaders – leaders Crisis Management Leaders - Owners Employee - employee Leaders - trade union Internal organisation Aid Policiy
  • 6. Fibraco The structure of the Corporate 6www.fibraco.hu The structure of the external communication Industrial relations Professional relations Crisis Management Financial Relations Consumer Relations Media Relations Public Affairs Issue management Aid Policiy
  • 7. Fibraco The structure of the Corporate 7www.fibraco.hu The structure of the financial relations Financial governmental relations Financial organisation relations Investment, Investor relations Shareholders relations
  • 8. Fibraco The structure of the Corporate 8www.fibraco.hu The structure of the media relations Publisher’s Relations Editorial Relations Relations with Journalists Publicity
  • 9. Fibraco The structure of the Corporate 9www.fibraco.hu Public RelationsPublic Relations sender receiver message newsnews feedback The interpreter on the bridge
  • 10. Fibraco The structure of the Corporate 10www.fibraco.hu Reputation managementReputation management The scale of the reputation:The scale of the reputation: Negative 0 point PositivePositive Bad reputation Optimal Situation totally rejected, partly rejected, unaccepted, known, well-known, acknowledged, appreciated, honoured
  • 11. Fibraco The structure of the Corporate 11www.fibraco.hu supported cooperative trusted appreciated understood mutually informed Reputation managementReputation management
  • 12. Fibraco The structure of the Corporate 12www.fibraco.hu Reputation managementReputation management The reputation depends on: 1. What we think, what we do, how we behave? 2. What others think or suppose about us in general? How others respect or judge us? 3. What do they say about us?
  • 13. Fibraco The structure of the Corporate 13www.fibraco.hu Publications Audiovisual Media Others Personal Communication Events The tools of the effective Corporate CommunicationThe tools of the effective Corporate Communication Public RelationsPublic Relations
  • 14. Fibraco The structure of the Corporate 14www.fibraco.hu OrganisationOrganisation messagemessage message message messagemessage messagemessage News News News News News Personal CommunicationPersonal Communication Public opinion, Environment MassMass communication communication
  • 15. Fibraco The structure of the Corporate 15www.fibraco.hu OrganisationOrganisation messagemessage messagemessage messagemessage message message messagemessage messagemessage messagemessage News News News News News News Public opinion, Environment Market influence Lobbying Personal contancts Personal contancts Aid policy Group communications Some mSome methodsethods of external communicationof external communication Behaviour coordinationBehaviour coordination
  • 16. Fibraco The structure of the Corporate 16www.fibraco.hu messagemessage messagemessage messagemessage messagemessage News News News News News AgencyNews Agency dustbin dustbin Readers, Listener, Viewer OrganisationOrganisation PR AgencyPR Agency MediaMedia The path of the news from the sender to the receiver