Objectives

Get an overview of corporate communication from a
theoretical perspective.

Analyze various opportunities and challenges associated
with corporate communication in new business environment.

Flow Of Communication

Organizations are network of people who communicate with
each other.

Common flows vertically and horizontally, internally and
externally, formally and informally linking employees
internally to each other, to various layers of management
and to many external resource-holders.


All communication designed to influence perception.
Three Types Of Communication

Management Communication: Takes place between
management and internal and external audiences. E.g.
Executive speeches, seminars.

Often management is engaged in addressing powerful
constituents and through effective communication attempt at
building image and managing reputation of their
organizations.

The first type management communication is far more
effective it two other types Marketing communication and
organizational communication support it.
Management communication
All levels of management rely on communication to develop a
shared vision of the company

Establish and maintain trust in organizational leadership.

Initiate and manage the change process.

Strengthen the identification of employees with organization.

Motivate employees towards achieving company’s
objectives.
Marketing communication

Designed largely to support management vision and
achieve objectives.

It gets the largest budget.

Product advertising, direct mails personal selling and
sponsorship activities are some of the prominent tools of
marketing communication or marcom.
Marcom Mix

Marcom is aimed at supporting sales products, services and
brands.

Some scholars make a distinction between promotional mix and
PR mix.

Advertising: a vital component of communication on mix. A
process of indirect persuasion based on information about
product benefits, designed to create favorable impressions that
turn the minds towards purchase.

Sales Promotion: additional activities to above-the-line media
advertising to support sales representatives and distributors.
MaRcom…

Direct mail: any form of direct advertising distributed by
addressed mail.

Sponsorship: an activity in which an institutions(sponsors)
gives materials (usually financial) support to
a)
an association or individual for the presentation of
sporting/artistic performance
b)
Organizers of a cultural or sporting event, in exchange, for
mention of its brand name.
MaRcom

Within promotional mix, greatest share of budget goes to
personal selling and sells management.

Many academic regard marketing oriented public relations-
publicity- as an instrument of marcom.

Publicity: Consists of non personal stimulation of demand
for a product, service or business unit by planting
commercially significant news about it in a published medium
or obtaining favorable presentation of it upon radio, television
or stage that’s not paid for by the sponsor.
Organizational Communication

Marcom efforts supported by organizational communication
or orgcom which emanates from specialist in public relations,
public affairs, investor relations, environmental
communication, corporate advertising and employees
communication. They yield substantive results for
organizations.
Orgcom Characteristics

Communication aimed at corporate audience including
shareholders, financial journalists, investment analysts,
regulators and legislators.

Have long-term perspective.

Messages are more formal, no exaggeration etc.

Initiated by external parties.
Problems

Integrated communication is far from reality.

Overlapping and communication at cross purposes.

Obsession with media interface.
To Recap

Corpcom is a complex array of engagements including
internal and external stakeholders in an organization.

In India, corpcom boils down to mere media interface.

Elsewhere also, many companies establish multifarious in
internal and external agencies assigned with various
communication processes.

This leads to problems.

The aim of organizations should be to arrive at an integrated
corporate communication model for best results.
Corp com perspective

Corp com encompasses marketing, organizational and
management communications.

Developing a corp com perspective does not require
establishing a new function in an organization.

Rather, it invites bringing down the traditional Chinese Walls
that exist in most organizations between segmented
communication functions.
Some definitions

Corporate communications is the total communication
activity generated by a company to achieve its planned
objectives.
.. P Jackson
definition

Corporate communication refers to the integrated approach
to all communication produced by an organization, directed
at all relevant target groups. Each item of communication
must convey and emphasize the corporate identity.
.. E Blauw
More

Thomas and Kleyn advanced early descriptions of corporate
communication as
I.
All communication of an organization whereby coordination,
based on a strategic plan, exists between the different
communication disciplines and the resource they use.
II.
All communication of an organization whereby the
organization or the elements of it are central instead of the
products and / services.
Key tasks of Corp com

CC requires an emphasis, not only on external image
improvement, but on internally directed activities to stimulate
all employees to work together to support the company’s
overall objectives, rather than merely focusing on functional
tasks.

1.
The responsibilities of CC are
To flesh out the profile of the company behind the
brand(corporate branding).
2.
To develop initiatives that minimize discrepancies between
the company’s desired identity and brand features.
tasks

To indicate who should perform which tasks in the field of
communication.

To formulate and execute effective procedures in order to
facilitate decision-making about matters concerning
communication.

To mobilise internal and extrenal support behind corporate
objectives.
THANK YOU