Main forms of corporate communication Janusz

Transcript:Main forms of corporate communication Janusz:
Main forms of corporate communication Janusz Karpeta Corporate Communication Subject code Outline of the lecture Scope and division of corporate communication Defining management communication Defining marketing communication Summary of the key aspects of main forms of corporate communication. The fourth lecture will introduce you to the following aspects of corporate communication: 4. Main forms of corporate communication In the following unit, we are going to have a closer look at the division of corporate communication. As it has been demonstrated in the aforementioned examples corporate communication involves interdisciplinary fields. According to Van Riel: ‘…Communication takes many forms.’ In industry, ‘public relations’ and ‘advertising’ are the oldest terms denoting particular forms of communication, and they are still the most frequently used. 4. Main forms of corporate communication However, they are no longer the only ones that appear in the job titles of communication staff. The desirability of this trend is open to question; empirically, it appears that the original areas of operation of both public relations and marketing have been increasingly split into specialized subdivisions. Van Riel (1995). Van Riel has noted: ‘…It seems at first sight that, as far as marketing communication is concerned, subdivision into specialized areas is not especially far-reaching in its consequences.’ 4. Main forms of corporate communication This is because all elements in the promotional mix are ultimately the responsibility of the marketing director. However, the subdivision of what was originally public relations can have adverse effects. Here, there is no one person – outside central management – who bears ultimate responsibility both for communication policy and for communication in practice, except in the case of sales promotion. This hampers the resolution of internal conflicts. Van Riel (1995). 4. Main forms of corporate communication In his professional work Van Riel often refers to the three main forms of corporate communication: Marketing communication, Organizational communication and Management communication. As he has proved marketing communication covers advertising, sales promotions, direct mail, sponsorship, personal selling and other (communications) elements in the promotional mix. 4. Main forms of corporate communication Organizational communication involves: Public relations, public affairs, investor relations, labour market communication, corporate advertising, environmental communication and internal communication. Management communication involves: Typical functions management generally encompasses, such as planning, organizing, leading, staffing, and controlling. 4. Main forms of corporate communication Management communication One of the most essential components of corporate communication is management. Management itself is the core of