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Introduction to Corporate Communication

Chapter One. (1). Inas. . A.Hamid. 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. .

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Introduction to Corporate Communication

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Introduction to Corporate Communication

Chapter One




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










Corporate communication

is the total

communication activity generated by a company and directed at all relevant target groups to achieve its planned ob



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


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


as the following:




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



: It

is the most



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


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


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




Internal Marketing


Sales Promotion


Personal Selling










Consumer audiences

All Stakeholders


The most important practices to achieve Corporate integrated communications


Use of integrated marketing communications (IMC).Application of visual identity systems (house style).Depending on team works


Adoption of a

centralized planning


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.


Integrated Marketing Communications


Moore & Thorson (1996) suggest that integrated marketing communication (IMC) can be achieved by


To produce consistent themes on products and services through the use of common


, logos, sounds, packaging,



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


& 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.


organization is


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


Press agent propaganda

Public information

Two-way asymmetric

Two-way symmetric





Feedback & persuasion

Mutual understanding


One-way ,little respect to truth

One-way -

truthful, complete


Two-way , in favor of the sender, accurate info.

Tow-way ,balance interest.

Type of organization

Entertainment& sport


-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


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?