Chapter One 1 Inas AHamid Modern organizations operate through different departments charged with community relations government relations customer relations labor relations human resources both at the corporate level and at the business unit level Also they have various stakeh ID: 714031
Download Presentation The PPT/PDF document "Introduction to Corporate Communication" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Introduction to Corporate Communication
Chapter One
(1)
Inas
A.HamidSlide2
Modern organizations operate through different departments
charged with community relations, government relations, customer relations, labor relations, human resources – both at the corporate level and at the business unit level. Also they have various stakeholders who play a role in achieving the organizations, objectives.
Organizations use communication to communicate with these targets to achieve their objectives. Slide3
The Public
M
edia
C
ustomers
Employees
G
overnment
I
nvestorsSlide4
Corporate communication
is the total
communication activity generated by a company and directed at all relevant target groups to achieve its planned ob
jectives
and
create favorable relationships with stakeholders on which the company depends.
Each item of communication must convey and emphasize the ”corporate point of view and its identity”Slide5
Why do corporations
need
to develop effective communication?
Corporate CommunicationSlide6
Organizations need communication to :
Acquire resources
they need in order to operate.Communicate with different stakeholders.Communication with employees to increase their loyalty.Influence
the environment
within which they operate
.
Retain their license to operate.Improve the image.Encourage all employees to work together to support the company's objectives.D
evelop the corporate branding.Slide7
In all organizations, communication
flows
as the following:
vertically
and
horizontally
internally : linking employees internally to each other, to various layers of management. Externally with different targets (customers, government,
resource – holders …) .
formally and informally : which means not all communications in an organization are work related or aiming at fulfilling organizational objectives. Slide8
In this course we will focus on the
formal communications
that link internal and external audiences of the organizations.
Help the organization to :
- Create Images
- Build a strong brand
- Develop Reputation Slide9
1-Management
communication
: It
is the most
strategic
communication.Slide10
Communication is one of the most important skills a manager must have to
:
gain the acceptance for the organization's goals.Develop a shared vision of the company within the organization.Establish and maintain trust in the organization's leadership.
Initiate and manage the
change process
.
Communication specialist are needed to support managers in improving the effectiveness of their communications.Slide11
Communications between the organization and its audiences (investors, the public, share holders, financial journalist, investment analyst, regulators, legislators….).Do
not
directly aim at generating sales but at developing long – term relationship.Apply a different style of communication: messages are more formal and honest.Initiated by external parties and that means the audiences decide whether the organization should communicate with them.
2- Organizational CommunicationsSlide12
MarCom is very important to support management
communications.
MarCom gets the bulk of the budget in most organizations.Traditionally termed promotion.It is a part of the 4Ps marketing mix (product, price and place).It aims at facilitating the process of exchange. The organizations
choose the target market
and avoid communicating with those that are not commercially interesting.
3- Marketing communicationSlide13
Marketing communication: all forms of communication between an
organization and its customers and potential customers
, that facilitate exchanges by establishing shared meaning with the brand’s customers or clients.Slide14
Marketing communications Mix
Packaging
Sponsorship
Exhibitions
Internal Marketing
Websites
Sales Promotion
Branding
Personal Selling
Branding
Word
Of
mouth
Advertising
Public
Relations
Channel
Audiences
Consumer audiences
All Stakeholders
AudiencesSlide15
The most important practices to achieve Corporate integrated communications
are:
Use of integrated marketing communications (IMC).Application of visual identity systems (house style).Depending on team works
.
Adoption of a
centralized planning
system.
Tools of corporate communicationSlide16
In recent years organizations become aware of the need to produce consistent messages (free of contradictions) and this what we can call “ Integrated
marketing communication
” to describe a process for building a fully coordinated communication system inside the organization.
1-
Integrated Marketing Communications
Slide17
Moore & Thorson (1996) suggest that integrated marketing communication (IMC) can be achieved by
:Slide18
To produce consistent themes on products and services through the use of common
names
, logos, sounds, packaging,
furniture
,
building design and even smells.This led to the emergence of “identity firms” that help the organization to develop a uniform set of symbols, guidelines for
employees to create a uniform image for the organization(clothing, way of greetings….).
2- Visual identity SystemsSlide19
3-Coordinated teams work groupsSlide20
It is a software that can be used to
set up and
manage communication projects targeted to internal and external audiences.Manage and control at a general level by providing employees with certain information.Offers standard structure of reports that can be used in various situations.
4-Communication planning system (CPS)Slide21
Types of
communication in organizations
Gruing
& Hunt (1984)developed
four types of PR
practices focusing on the nature of communication in different organizations
.These types are : Press agent- propaganda
Public informationTwo – way asymmetric communication.Two – way symmetric communication.Slide22
According to Gruing
point of view:
The first model “propaganda” is the least desirable form of communication because: it involves a one-way flow of information.
The
organization is
not
honest about its activities and it effects on the community.
They will also resist efforts to establish a dialogue about it.The fourth is the best type. It involves a company in two-way symmetric communication.
Under this model, both parties are open and truthful about each other's point of view to arrive at a common understanding.Slide23
Types
Press agent propaganda
Public information
Two-way asymmetric
Two-way symmetric
Purpose
Propaganda
Transmit
facts
Feedback & persuasion
Mutual understanding
Communication
One-way ,little respect to truth
One-way -
truthful, complete
facts
Two-way , in favor of the sender, accurate info.
Tow-way ,balance interest.
Type of organization
Entertainment& sport
Organizations
-Non- Profit& governmental organizations
-Instructions about health and safety procedures given to employees.
PR agencies, competing
Organizations, pharmaceutical organizations.Slide24
Depends on ensuring that the organization's communications policies are derived from the core strategy-identity-brand
(SIB)
to develop a set of “common starting points”
Effective Corporate communicationSlide25
The corporate strategy can be translated into common starting points by applying the
PPT model
as : indicate what the organization wants to Promise to its most important internal and external stakeholders; indicate how it expects to Prove it ; and identify what T
one of voice it wants to use to communicate messages to those audiences.
Make plans more specific by applying the
KAB model
as: specify what the organization wants target groups to know (knowledge), to feel (
attitude)and to do (Behavior), both with respect to the entire company and with respect to the individual business unit.Slide26
What will happen if the organizations' departments are not coordinated in the way of creating consistency messages?How can organizations limit fragmentation in their communications?
Assignment