Corporate communication


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Corporate communication

  1. 1. Communication
  2. 2. What is communication ……….? The exchange of thoughts, messages, or the like, as by speech, signals or writing. To express oneself in such a way that one is readily and clearly understood.
  3. 3. Methods of Communication: One-Way:  Memo, fax, e-mail, voice mail, letter. Two-Way:  Phone call, in-person. Collaborative:  Team meetings, consulting, consensus, decision making, group problem solving.
  4. 4. Communication Advantages Increase productivity. Reduce stress. Better understand what others are saying. Better understand how to get your message across. Enhance relationships. Save time and money.
  6. 6. What is corporate …………….?  Corporate related to corporation  Increasing the GDP of nation  Brand name  MNC’s  International business  Large organization  High public share  No. of sub branchs in world wide
  7. 7. Corporate communication
  8. 8. Fathers of Corporate Communication Paul Garrett  VP of PR for General Motors in 1931.  Develop effective publicity & promotion.  Employees first in communication line of information.  Communication with the public using words and deeds with meaning they understood.
  9. 9. Arthur Page VP for PR at AT&T in 1927 Communication is a management function with voice in senior executive team Page developed an ethical code for corporate communication
  10. 10. message Public Relations newssender receiver feedback
  11. 11. What is corporate communication ….. ?  Corporate communication is managing an organizations internal and external communications. Its includes …..  Advertising  Marketing Communications  Marketing  Public Relations
  12. 12.  Advertising is paid and controlled mass communication with a purpose to impart. Marketing Communication is the branding of products, services, and organizations including such areas as consistency, differentiation, equity, identity, imaging, loyalty, positioning, publicity, promotion, relationships, and reputation. Marketing is the management function which creates products or services to fill public needs and then persuades the public to buy the products or services. Public Relations is the management function which creates policies and actions to fill public demands and then persuades the public to approve the policies and actions.
  13. 13. The structure of the media relations/advertisingPublisher’s Editorial Relations withRelations Relations Journalists Publicity
  14. 14. The structure of the Public Relations Business, Non-profit- Public life, Personal Internal PR External PREmployee Ownership Corporate PR Product PRRelations Relations
  15. 15. Communication control ………
  16. 16. The path of the news from the sender to the receiver News Agency dustbin Readers, Media Listener, Viewer dustbin
  17. 17. Integrated Internal Corporate Externalcommunication Communication Communication The structure of the Corporate Communication
  18. 18. Corporation communication is classified in to two types ….. Internal communication  Internal corporate communication means the communication within a particular company. EX:- business meetings, conferences, interviews, presentations or print media like brochures, newsletters. External communication  The external corporate communication process includes elements like advertising, marketing and public relations.
  19. 19. The structure of the corporate communication (The main fields) Internal Communication External CommunicationHuman Relations Public Relations Marketing Communications Promotion, Advertising DM, POS, etc. External relations Consumer relations, Product – marketing PR, Media relations, Financial relations, etc Aid Policy Crisis Management
  20. 20. The structure of the internal communicationLeaders- Leaders – Employee - Leaders - Leaders - Internalemployee leaders employee trade union Owners organisation Crisis Aid Management Policiy
  21. 21. The structure of the external communicationIndustrial Professional Consumer Media Financial Public Affairs relations relations Relations Relations Relations Issue management Crisis Aid Management Policiy
  22. 22. The “theory of the corporatecircles” MANAGEMENT Marketing Public Relations Human Relations Personal Corporate Employee Marketing Product Place PR Relations M H Labor I R Price Product Ownership I Organisation Promotion Developm. PR Relations External Internal M I = Market influence HR I = Human Relations influence
  23. 23. The tools of the effective Corporate Communication Public Relations Personal Others Communication EventsMedia Publications Audiovisual
  24. 24. Method of internal communication Public opinion, Environment
  25. 25. Method of external communication Market influence Public opinion, Group communications Environment
  26. 26. Today’s Successful Professionals in Corporate Communication Today the keys to success in corporate communication are multitasking, management, and integration. It’s integrated corporate communication or integrated marketing communication. A combination of knowledge and skills in advertising, marketing communication, marketing, and public relations are expected in major industry. The greatest industry interest in communication professionals today is for individuals who have integrated corporate communication talent and skills and who desire supervisory positions and have a management capability and capacity.
  27. 27. Marketing and Corporate Communications What are the differences ....? Marketing Corporate Communication Customer  Multiple stakeholders Defined set of channels  Multiple channels Controlled communication  Variety of communication types Position a product or service  Positions an entire organisation More room for creativity  Less room for creativity Needs to be consistent with  Needs to be consistent with product / brand attributes corporate identity/corporate brand attributes
  28. 28. Thankyou......