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. 

 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. Three Types Of 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. Management 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. Marketing communication

 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 Mix

 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. MaRcom

 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. Organizational Communication

 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. Orgcom Characteristics

 Integrated communication is far from reality.  Overlapping and communication at cross purposes.  Obsession with media interface. Problems

 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. To Recap

 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. Corp com perspective

 Corporate communications is the total communication activity generated by a company to achieve its planned objectives... P Jackson Some definitions

 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 definition

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.

 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.  The responsibilities of CC are 1. 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. Key tasks of Corp com

 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. tasks

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