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Corporate Communication Introduction

This document provides an overview of corporate communications, including its meaning, definition, activities, and role. It discusses how communication and businesses have evolved over time, from the agrarian era to the current advanced technology era. It also examines how communication itself has shifted from a tactical to more strategic orientation. The document defines corporate communication and explains the need to focus on building a corporate brand. It lists the key tasks of corporate communication as protecting reputation, building the brand, developing corporate identity, and mobilizing support for objectives.

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29 views19 pages

Corporate Communication Introduction

This document provides an overview of corporate communications, including its meaning, definition, activities, and role. It discusses how communication and businesses have evolved over time, from the agrarian era to the current advanced technology era. It also examines how communication itself has shifted from a tactical to more strategic orientation. The document defines corporate communication and explains the need to focus on building a corporate brand. It lists the key tasks of corporate communication as protecting reputation, building the brand, developing corporate identity, and mobilizing support for objectives.

Uploaded by

dikshatewari1612
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Corporate Communications

– An Overview
Meaning, Definition, Activities and Role
MBA(HRM), term IV
Batch 2022-24
Intended Learning Outcomes
• Be able to explain the meaning of Corporate Communications

• Discuss the relevance of the function in the contemporary context

• Be able to distinguish it from other related forms of communication in


organisations viz. advertising, marketing communication

• List the associated activities of the Corporate Communication function


Communication – The Basic Process

SENDER RECEIVER
• AUDIENCE ANALYSIS • RECEIVES MESSAGES
• PURPOSE ARTICULATION • DECODES
• MESSAGE CONSTRUCTION • CREATES A RESPONSE
• CHOICE OF MEDIA • CONSTRUCTS THE MESSGE
• ENCODE • CHOICE OF MEDIA
• RECEIVE FEEDBACK • TRANSMITS THE RESPONSE
• RECOMPOSE • RECEIVES THE REVISED MESSAGES
• DETERMINE EFFECTIVENESS • FORMS A VIEW ABOUT THE SENDER
• STRATEGISE FOR CONTINUED • DETERMINES THE NATURE OF THE
RELEVANE AND EFFECTIVENESS RELATIONSHIP
Basic principles
• “Communication is a sensory human process that involves the five human
senses”

• The process begins with the Sender and ends with the receiver – one to
one, one to many, one to all

• Communication must inform, instruct and persuade. “It is not what you
send but what ‘they’ receive is what really matters”

• Communication processes are shaped by corporate culture


Communication in Organisations
• Inter-personal communication – dyad , one to one, one to many, formal and informal,
upwards and downwards, horizontal

• Business Communication – business operations, formal, multiple audiences – vendors,


regulators, service providers, creditors, debtors

• Management Communication – essentially to all categories of employees, one to all or


many, circulars, policy statements, formal, top down

• Employee communication – one to one, one to many – service communication, etc.

• Organisation communication – multiple audience categories/ multiple stakeholders

Senders, receivers and purpose vary


How industrial civilization has evolved
• Agrarian era
• Industrial era – the early years – mechanization – major industries steel,
textile, other core industries
• The service industry age – banking, financial services, insurance, travel
and transport
• The information age – telecommunication, automation, computerization
• The advanced technology era – bio-technology, internet technology, bio-
informatics
Source : Khanna, 2000 as quoted in Corporate Communication – A 21 st Century
Primer- Fernandez Joseph
How Businesses Evolved

BUSINESS COMPANY CORPORATE CONGLOMERATE

Source : Corporate Communication – A 21st Century Primer- Fernandez Joseph


Yet – Goals may have remain unchanged
• Sustained Competitive Advantage

• Profitability – stakeholder interests

• Corporate citizenship
How Communication evolved
• The early years – stable environment, mass production and consumption
– communication mainly consisted of product promotion, selling
activities and publicity
• Competitive era, government and regulatory interventions – redefine
scope of communication – a response to changing environment and
market conditions – needed more professional expertise and organised
form of communication
• Hiring of publicists, press agents, promoters – communication campaigns
– lies, make believe
• Emergence of marketing and public relations as two related but separate
external communication disciplines
The shift from a tactical to a strategic
orientation in communication

Publicity Relationship
Seeking Management

Organisational
positioning
Information
dissemination

1900 1930s-1940 1960-1970s 1980-1990s 21st


Centur
y
Corporate Communication – A Meaning
• Activities related to publicising, promoting or sharing information
with relevant groups and individuals within society

• “Communication management – any type of communication activity


undertaken by an organisation to inform, persuade or otherwise relate
to individual and groups in in its outside environment”
What is Corporate Communications (1)
“We define an organization’s communication system as the multiple tactical
and strategic media it relies on to communicate with its stakeholders, as well as
the message content it chooses to diffuse through those media. The
communication system encompasses marketing communications, public
relations, investor relations, and employee communications; it also includes the
kinds of institutional communications an organization makes that are created to
influence how issues are framed and the public debate that results from it.
What is Corporate Communications (2)
“In its largest sense, it encompasses the initiatives that a company often
undertakes to demonstrate ‘social responsibility’ and ‘ good citizenship’ -
most of these good deeds are important in helping a company to build a
more favourable and welcome social environment for the routine
operations”

1. sustained competitive advantage 2. sustained business profitability 3.


respect as a corporate citizen / legitimacy
Defining Corporate Communication
“Corporate communication is a management function that offers a

framework for the effective co-ordination of all internal and external

communication with the overall purpose of establishing and maintaining

favourable reputation with stakeholder groups upon which the

organisation is dependent”
Defining Corporate Communications (2)

• “Corporate communication is the total communication activity


generated by a company to achieve its planned objectives”.

• “The integrated approach to all communication produced by an


organization, directed at all relevant target groups. Each item of
communication must convey and emphasise the corporate identity.”
Why Corporate Communications – the need
to focus on building a corporate brand
• Message integration – information is available from too many sources
– fragmentation. Stakeholders “……. Seek a better understanding of
the organization that is behind those products”.
• Media presence and vigilance – company executives in spotlight all
the time
• Advertising saturation – overloaded “product messaging”
• Product commoditization – homogeneity of products
• Globalisation – competition and rivalry
The tasks of Corporate Communication
• Protecting the reputation of the organisation

• Building the corporate brand

• To create an image of “the company behind the brand”

• ‘to develop initiatives that minimize discrepancies between the company’s


desired identity and brand features”

• mobilizing support for corporate objectives


References
• Cees B.M. van Riel and fombrun Chrles J. (2007), Essentials of
Corporate Communication – Implementing Practices for effective
reputation management, Routledge, Taylor & Francis Group

• Joep Cornelissen (2nd ed.),Corporate Communications – A Guide to


Theory and Practice, Sage Publications

• Fernandez Joseph, Corporate Communications – A 21 st Century


Primer, Response Books
Homework for Self learning before the next
class
• Search for ads from two different companies –– product ads from
earlier era and a product ad that is more in the nature of corporate
communication that is more contemporary – Objective – to show the
evolution of corporate communication, to relate to the contemporary
contexts of communication by organisations
• Based on discussions in the class today list and describe activities
related to corporate communication – objective – to consolidate the
learning about corporate communication and its relevance in
organisations today

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