Corporate_Communication-

Corporate Communication : 

1 Corporate Communication ADV. RAMAKANT SINGH ramakantsingh@ymail.com 9716885547

Options to communicate : 

2 Options to communicate By virtue of legislation By virtue of the customer/client demand By virtue of the company’s own desire

Companies choose to communicate due to… : 

3 Companies choose to communicate due to… Fierce competition Change Rumours : - to kill the rumour - to provide the correct information - to foster good feelings - For development

3 E’s of CC : 

3 E’s of CC Enforced : information that has to be communicated by a government directive Expected : information or messages that the customers/clients would like to know that Expedient : information that the company would like the customer to know.

Communication Channels : 

5 Communication Channels Speaking Advertisements Corporate meetings

Advertising : 

6 Advertising Television Radio Magazines Internet Billboards

Face to face communication : 

7 Face to face communication One to one One to several : a group One to many : a speech Talking among the members of a group. Eg : a meeting

Communicating by Writing : 

Communicating by Writing Slogans Bulletins Newsletters Newspapers Magazines Reports Leaflets Brochures Booklets Circulars books

Slogans : 

Slogans Healthy and safety factors can be presented through posters accompanied by slogans. It has power to attract attention by their uniqueness & compactness. It also falls within the memory span of the glancers It is catchy, therefore remembered better.

Continued... : 

10 Continued... Many corporations use the slogans even in their letter heads as a total corporate communication strategy It can also be a mission statement. Slogans are termed as ‘capsules of propaganda’. To this extent, they inform as well as assure.

Bulletins : 

11 Bulletins Made up of one or two printed or typewritten pages Headings are bold along with the company logo. They can be used as : inhouse memo An announcement for the notice board An information sheet A calendar of events A press-release etc.

Continued.. : 

12 Continued.. Main objective is to convey a limited amount of information to a specific readership Tips for preparing : - choose single & simple words - use familiar words - choose words with precise meanings - prefer concrete words to abstract ones.

Newsletters : 

Newsletters It is larger than the bulletin It is aimed at a specific target group Its format is inexpensive but also capable of carrying considerable communication Specialist newsletters can also be brought out on topics like housing, energy conservation, retirement policies etc. The information is sufficient, it is easy to read & quick to understand.

Newspapers : 

Newspapers It is the quickest & simplest way to get detailed printed information to a large group of people. News component has to be decided, to be sent for release to a newspaper.

Magazines : 

Magazines Medium for leisure reading Appealing media, has good scope for illustrations, the use of colour & for sophisticated art work & visually pleasing exhibits. They are often specialised in their content ex trade, sports, energy etc.. Many companies use in-house magazines to some news, carry some feature articles, pictures etc. of the activities of the company in a pleasing & readable way to communicate within the organization & also outside.

Reports : 

Reports The annual reports or the accounts report of any company is often referred to as the ‘public face’ of the company. It is used as a medium for informing the shareholders & the public about the performance & the health of the company in the past years. Clever reports also utilise the details to put forward the company’s social commitments.

Continued.. : 

Continued.. Reports should aim at presenting financial information meaningful way.( in terms of profitability, investor confidence, company image etc. Tips to be followed in preparing a report: - the format must be aimed at good impact - the current financial position & performance should be clearly stated & explained. - the plans for the future & the prospects, clearly presented. 17

Leaflets : 

Leaflets Its easy to read, fact filled medium of communication. It is used for communicating hard facts. It has a reference value. The company’s pension plans, job expansions, housing projects etc. are all presented through this format. It is a neat compact method on a given topic. Style of writing is simple, presentation is modest & cost-effective. 18

Brochures : 

Brochures The glossiness of the brochure makes it appealing medium. It is expensive but an extremely powerful carrier. It is often highly illustrated & is in colour generally. It is a highly visible medium to communicate. Consumer oriented industries like hospitality, travel, consumer goods etc. rely on brochures heavily for their business publicity. 19

Continued.. : 

Continued.. They are produced with a view to making them a pleasing reading/scanning experience for the select audience. They are attractive, besides being informative This combination makes them an enjoyable experience for the audience, while promoting the company’s product effectively. 20

Circulars : 

Circulars It is also a type of letter. It is primarily intended to pass on information, to a large number or persons. The format of a circular: - it should be short in length. About two parts. - the addressee’s address is to be given only on the envelope. - no need to write dear sir etc - language should be formal, to the point. 21

Books : 

Books It is generally used for presenting the company’s history, while celebrating a special landmark ex golden jubilee. It is also valuable as a source for tracing the origins of a given industry or profession. They are printed privately. They are meant to augment the corporate image. They are also valuable for educational purposes. They have archival benefits also. 22

Sight & Sound as Sources of Communication : 

Sight & Sound as Sources of Communication The audio communication The slide/transparency The moving pictures The video cassette E-commerce 23

Management Perspective in Corporate Communication : 

Management Perspective in Corporate Communication Strategic and Operational Management Knowledge Develop strategies for solving public relations and communication problems. Manage the organization's response to issues. Develop goals and objectives for the communication department. Prepare a departmental budget. Manage people.  Research Knowledge Perform environmental scanning. Determine public relations to your organization. use research to segment publics. Conduct evaluative research.

Management Perspective in Corporate Communication : 

Management Perspective in Corporate Communication Negotiation Knowledge Negotiate with an activist public. Help management to understand the opinions of particular publics. Use theories of conflict resolution in dealing with publics.  Persuasion Knowledge Persuade a public that you organization is right on an issue. Use attitude theory in a campaign. Get publics to behave as your organization wants ,

Media Relations : 

Media Relations The always increasing role of the electronic media (Internet, newspapers, magazines, radio, and television) has created a special importance for media relations. In fact, the news media have become dependent on PR for news, and PR has become dependent upon the news media for publicity.

Media Relations : 

27 Media Relations Where is media focus? Responding to media Cultivate relationships Be cognizant of deadlines Can a media department manage the interview? Try to find something out about the reporter View/read a couple of latest stories Anticipate what questions might be asked Be able to succinctly state facts of your story

Image Insurance : 

28 Image Insurance Positive image Support of community activities Active public relations

Employee Relations : 

Employee Relations Internal communication is the key: informed employees are happy and they spread the good news through their families and friends. Never surprise employees; make them a part of the planning process and keep them informed.

Employee Communication : 

30 Employee Communication Purpose Vision Branding Newsletters/Magazines Intranet Handbooks Employee related issues

Investor Relations : 

31 Investor Relations Objectives Annual report Proxies Investment portfolios Brochures/pamphlets

Advertising Relations : 

Advertising Relations Advertising writing and production is usually outsourced today. Market analysis is imperative; ratings, circulation, visits, are all important. Reach & frequency are important. Media buying is an important part of corporate communication. Sufficient advertising knowledge and skill are essential for a professional communicator today

Crisis Communication : 

33 Crisis Communication No comment Incorrect information Designated spokespersons

Dealing with Stakeholders : 

Dealing with Stakeholders It is important to recognize stakeholders (those with a vested interest in a specific industry) It’s not only socially responsible to deal effectively with these stakeholders, it pays in good will and financial stability. Monitoring and managing key issues and moving to offset crisis and emergency situations in a pro-active way is essential to sold corporate relations today. The hottest issues in corporate world today are the environment, health and safety, and honesty toward all stakeholders, especially to the media, stockholders, the government, and special interest groups.

Scope of Corporate Communication : 

Scope of Corporate Communication Corporations - Departments with the tasks such as community relations and marketing communications dealing with an organization's reputation and service to clients. Nonprofit Agencies - Options ranging from membership organizations to social and cultural groups, hospitals, and health care agencies offer public relations opportunities where fund raising is always involved. Entertainment, Sports and Travel - Communicators in these areas are usually concerned with press agentry and promotion of events. Publicity is an important part of practitioner duties here. *Government and Military - Here communicators focus on promotion of political issues (often including lobbying), information dissemination about government activities to citizens, and information distribution to and about the military. Education - Higher education opportunities cover relationships with alumni, faculty and administration, students, and the general public promoting the college image, recruiting students, and raising funds. International - With today's almost instantaneous global communication, intriguing new areas have opened. These areas are particularly desirable for bilingual or multilingual practitioners who are familiar with many cultures.

Aspects of Corporate Communication : 

Aspects of Corporate Communication managing communication or fulfilling the communication management function dealing with controlled and uncontrolled media serving both internal and external audiences proactive communication planning advocating communication strategies and tactics dissemination of persuasion and information branding images and reputation 36

Aspects of Corporate Communication : 

Aspects of Corporate Communication branding products and services monitoring the responses from audiences and markets counseling and advising senior executives managing issues and responding to crisis situations lobbying for favorable stances for the organization organizational image creation and maintenance organizational presence building and monitoring 37

Today’s Successful Professionals in Corporate Communication : 

Today’s Successful Professionals in Corporate Communication Today the keys to success in corporate communication are multitasking, management, and integration. It’s integrated corporate communication or integrated marketing communication. A combination of knowledge and skills in advertising, marketing communication, marketing, and public relations are expected in major industry. The greatest industry interest in communication professionals today is for individuals who have integrated corporate communication talent and skills and who desire supervisory positions and have a management capability and capacity.

Today’s Successful Professionals in Corporate Communication : 

Today’s Successful Professionals in Corporate Communication Today the keys to success in corporate communication are multitasking, management, and integration. It’s integrated corporate communication or integrated marketing communication. A combination of knowledge and skills in advertising, marketing communication, marketing, and public relations are expected in major industry. The greatest industry interest in communication professionals today is for individuals who have integrated corporate communication talent and skills and who desire supervisory positions and have a management capability and capacity.

Professional Communicator Responsibilities : 

Professional Communicator Responsibilities A professional corporate communicator must develop a communication plan which anticipates problems and leaves sufficient room for change. Adaptability is a must! Such a plan should be flexible, but cover all of the areas of communication within and related to the organization, both internal and external. Anticipation of crisis situations, managing issues, and creating and maintaining and image and presence for the organization are imperative parts of corporate communications. The communication plan must include media relations networking, corporate spokesperson training, government, investor and community relations as well as relationships to department heads.

Professional Communicator Responsibilities : 

Professional Communicator Responsibilities The function of advocacy or lobbying government agencies on issues and policies directly related to and affecting an organization must also be maintained. The goal is an outcome(s) favorable to the organization. Using paid advertising and free publicity within the mass media are important variables in the success of any marketing or public relations campaign or special events management.