Corporate

Communications
By Rejitha C R

Communication works for those who work at it John Powell

Lets Break the ICE

Technology

Sports Apparels

Junk Food

Beauty Products

DJs

Cars

TOM
Top of Mind

What is Corporate Communications?

Corporate Communication is a total communication activity generated by a company, body, institute to its public(s) in order to achieve its planned objective.

Corporate Communications
Internal Employees, Stakeholders, i.e. Share and Stock holders External Agencies, Channel Partners, Media, Government, Industry Bodies, Educational Institutes and General Public

What is Corporate Communications?

In simple words:

Corporate communication includes advertising, marketing communications, marketing, and public relations, but they all function under a managed perspective Corporate communication is managing an organization's internal and external communications

Evolution of Corp. Comm.

- Until 1970s, the term Public Relations was used to describe the communication with stakeholders - The function largely consisted of communication with press - Other stakeholders (internal and external) started demanding

more and more information from company

- Companys started to look at communication as being more than just Public Relations.

The Structure of Corp. Comm.

(The main fields)
Internal External

HR

PR

MARCOM

Promotions, DM, POS etc. Crisis Management Aid Policy External Relations Consumer Relations, Product-Mktg. PR, Media, Financial Relations etc.

Advtg.

Vehicles of Corp. Comm.

1. 2. Corporate Logo Pneumonic device Stationary Letter heads, visiting cards, greetings, bills, estimates, memos, etc. Corporate fonts and typefaces Code of conduct (HR) Fair business practices and equal opportunity employer E-mail etiquette Templates for communications Internet and intranet branding Rewards, recognition and appraisals (HR) 9. 10. Customer relations initiatives Advertising, PR, direct marketing, investor relations, marketing promotions, exhibitions Corporate collaterals (brochures, fliers, newsletters etc.) Security systems (employee registration) (HR) Branded apparel Commercial and personal Vehicle branding Store / site signage.

11. 12.

3. 4.

13. 14.
15.

5. 6. 7. 8.

Forms of Corporate Communications

Forms of Corporate Communications

Internal Communication: - Regular meetings with employees - Keep employees interested and satisfied: newsletters fun at work initiatives RnRs, get-togethers, etc. - Keep employees invested in the companys way of thinking and operating - Employees are part of the company; so that they identify the companys success with their own

Forms of Corporate Communications

Consumer Communication: - Influencing consumer spending - Outreach to the target audience must be consistent and ongoing

- Enhance companys reputation through Advertising,

Sponsorships and Charitable Relationships etc. - Improve the life of the consumer

Forms of Corporate Communications

Media Communication: - Fundamental element of managing brands reputation - Media coverage creates more credibility than only advertising - Mostly used to increase product name recognition, establish a brand identity and to align with the target segment - different tactics for different audience

Forms of Corporate Communications

Crisis Communication: - Must be implemented quickly in order to be effective - Communication and message changes dramatically - Target audience may differ or expand - Message is of corporate responsibility, awareness and action

The Corporate Communications Mix

Just as there is a Marketing Mix, Services Marketing Mix, Promotional Mix a number of authors have attempted to articulate a Corporate Communications Mix

The Corporate Communications Mix of Van Riel

The Total Corporate Communications Mix of Balmer and Gray

Van Riels Corp. Comm. Mix

Management Communications

Marketing Communications

Organizational Communications

Balmer and Grays Total Corp. Comm. Mix

Primary Communications Products / Services Management Staff Corporate Behaviour

Secondary Communications Advertising PR

Tertiary Communications Word of Mouth Spin

Difference Between Marcom and Corp. Comm.

Marketing Communications Customer Defined set of channels Controlled Communication Types Positions a product or a service More room for creativity Needs to be consistent with Product/Brand attributes Corporate Communications Multiple Stakeholders Multiple Channels Variety of Communications
Positions an entire organization

Less room for creativity Needs to be consistent with Corporate Identity/Corporate Brand Attributes

The Concepts used in Corp. Comm.

Concept Mission Definition Example: GTPL Overriding purpose in line with Reflecting our expertise and the values or expectations of over 75 years of experience by stakeholders offering quality solutions in the field of Cooling Towers and Cooling Water Systems and ensuring timely execution and completion of the project to achieve one goal Customer Delight. Desired future state: the aspiration of the organization GTPL promises to deliver value to its customers by creating a committed society of engineers aiming at advancement and customization of cooling tower solutions and at the same time ensuring the conservation of the environmental resources.

Vision

The Concepts used in Corp. Comm.

Concept Strategies Definition The ways or means in which the corporate objectives are to be achieved and put into effect The outward expression of a brand including its name, trademark, communications, and visual appearance The immediate set of associations of an individual in response to one or more signals, messages from or about a particular organisation at a single point in time Example: GTPL We are not rank two in the industry, we are the challengers to the rank one. BIM

Brand Identity

Corporate Image

We are not only in constructing bridges or in constructing highways. We are a giant diversified group in engineering solutions

The Concepts used in Corp. Comm.

Concept Corporate Reputation Definition Example: GTPL An individuals collective - Gateway of India representation of past images - Delhi Metro Accident of an organisation established - Andheri Sports Complex over time Any group or individual who can affect or is affected by the achievement of the organization's objectives Employees, Industry Giants, Consumers, Vendors and Suppliers, Community, Investors and Shareholders, Government, Media, Society at Large etc. Process Industries

Stakeholder

Market

A defined group for whom a product is or may be in demand (and for whom an organization creates and maintains products and services)

The Concepts used in Corp. Comm.

Concept Communication Definition The tactics and media that are used to communicate with internal and external groups Example: GTPL Brand Identity, Corporate Image and Code of Conduct, Newsletters, Print Advertisements, B2B Sites, Social Networking, Corporate Collaterals, Events, Exhibitions etc. We aim to communicate our brand values of products, quality, innovation, and customization through all our communications in a consistent and effective manner

Integration

The act of coordinating all communication so that the corporate identity is effectively and consistently communicated to internal and external groups

Why Corp. Comm. Is Important?

- Global Economy - Environment - Increased role of management - Professionalism of the public

- Splintering of Mass Markets

- Fragmentation of the Mass Media - Rapid Development of the New Media Technology Leading in Communication Trends

Responsibilities of Corp. Comm.

- Managing communication or fulfilling the communication management function - Dealing with controlled and uncontrolled media - Serving both internal and external audiences

- Proactive communication planning

- Advocating communication strategies and tactics - Dissemination of persuasion and information - Branding images and reputation

Responsibilities of Corp. Comm.

- Branding products and services - Monitoring the responses from audiences and markets - Counselling and advising senior executives - Managing issues and responding to crisis situations

- Lobbying for favourable stances for the organization

- Organizational image creation and maintenance - Organizational presence building and monitoring

Responsibilities of Corp. Comm.

- Minimize discrepancies between the companys desired identity and brand features - Indicate who should perform which task in the field of communication

- Formulate and execute effective procedures in order to

facilitate decision making about matters concerning communication - Coordinate with international business firms

Managing Corp. Comm.

Media Relations -The always increasing role of the electronic media (Internet, newspapers, magazines, radio, and television) has created a special importance for

media relations
- In fact, the news media have become dependent on PR for news, and PR has become dependent upon the news media for publicity.

Managing Corp. Comm.

Employee Relations - Internal communication is the key: informed employees are happy and they spread the good news through their families and friends

- Never surprise employees; make them a part of the planning

process and keep them informed.

Managing Corp. Comm.

Government Relations - Building meaningful relationships with government officials is essential to industry success in todays political world

- Lobbying - the legal influencing of public officials on

stands appropriate for industry - Public Affairs - stances on controversial issues of public concern is imperative for business success today

Managing Corp. Comm.

Relations with Special Interest Groups - There are several special interest and activist groups in the country today - If theres a cause, some group will pick it up

- Defending company from frivolous lawsuits

and harassment from these groups has become a full time job in itself

Managing Corp. Comm.

Stakeholder Relations - It is important to recognize stakeholders - Its not only socially responsible to deal effectively with these stakeholders, it pays in good will and financial stability

- Monitoring and managing key issues and moving to offset

crisis and emergency situations in a pro-active way is very essential today

Managing Corp. Comm.

Advertising Relations - Copy writing and production is usually outsourced today - Market analysis is imperative; ratings, circulations, visits are all important

- Reach and frequency are important

- Media Buying is an important part of Corp. Comm. - Sufficient advertising knowledge and skill are essential for a professional communicator today.

Management Perspective in Corp. Comm.

Research Knowledge

Negotiations Knowledge

Strategic and Operational Management Knowledge

Persuasion Knowledge

Summary

Internal Communications

What is Branding?

"In business as in life, the message you leave behind is far more impactful and lasting than the circumstances under which it was initiated." Al Caldwell

Complements