Introduction to Corporate Communication Chapter

Transcript:Introduction to Corporate Communication Chapter:
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. Organizations use communication to communicate with these targets to achieve their objectives. The Public Media Customers Employees Government Investors Corporate communication is the total communication activity generated by a company and directed at all relevant target groups to achieve its planned objectives 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” Why do corporations need to develop effective communication? Corporate Communication 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. Develop the corporate branding. 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. 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 1-Management communication: It is the most strategic communication. 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. 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