CORPORATE

COMMUNICATION
 Describes a vision of the ways in
which an organisation can
strategically orchestrate all types
of communication (internal,
external, vertical, horizontal,
formal, informal)
 Addresses the fulfilment of

organisational objectives.
 Types of Communication

 Management Communication
 Marketing Communication

 Organisational Communication
 Management Communication
 All employees ; various levels of business
units/department.
 Develop a shared vision of the company within
the org.
 Establish & maintain trust in the organisation’s
leadership.
 Initiate and manage the change process.
 Strengthen the identification of employees with
the organisation.
 Marketing Communication
 Advertising, direct mail, personal selling and
sponsorship activities.
 Emanates from specialists in public relations,
public affairs, investor relations, corporate
advertising and employee communications
 Organisational Communication
 Corporate audience such as share holders,
journalists, investment analysts, regulators and
legislators
 Have a long term perspective; do not aim at
generating sales.
 External pressures generally compel the company
to reveal information.
 Responsibilities of Corporate
Communication
 Corporate branding
 Develop initiatives that minimise discrepancies
between the company’s desired identity and
brand features.
 To indicate who should perform which task.
 To formulate & execute effective procedures in
order to facilitate decision making.
 To mobilise internal and external support behind
corporate objectives.
When is Corporate Communication
Successful?
 When communication provokes changes in
knowledge, attitude and behaviour.
 When communication are accountable and
adopt measurable success criteria