Introduction to Corporate Communication - Description
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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
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
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?
Organizations need communication to :
they need in order to operate.Communicate with different stakeholders.Communication with employees to increase their loyalty.Influence
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
that link internal and external audiences of the organizations.
Help the organization to :
- Create Images
- Build a strong brand
- Develop Reputation Slide9
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
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
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
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
” 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
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.
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
Feedback & persuasion
One-way ,little respect to truth
Two-way , in favor of the sender, accurate info.
Tow-way ,balance interest.
Type of organization
-Non- Profit& governmental organizations
-Instructions about health and safety procedures given to employees.