Corporate Communication

Module 1: Introduction to
Corporate Communication
Lesson 1: Scope and Definition of Corporate Communication
Perhaps the best way to define corporate communication is to look at the way in which the
function has developed in companies. Until the 1970s, practitioners had used the term public
relations to describe communication with stakeholders. This public relations function, which
was tactical in most companies, largely consisted of communication with the press. When other
stakeholders, internal and external to the company, started to demand more information from
the company, practitioners subsequently started to look at communication as being more than
just public relations. This is when the roots of the new corporate communication function
started to take hold. This new function came to incorporate a whole range of specialized
disciplines, including corporate design, corporate advertising, internal communication to
employees, issues and crisis management, media relations, investor relations, change
communication and public affairs.
An important characteristic of the new function is that it focuses on the organization as a whole
and on the important task of how an organization presents itself to all its key stakeholders, both
internal and external. This broad focus is also reflected in the word corporate in corporate
communication. The word of course refers to the business setting in which corporate
communication emerged as a separate function (alongside other functions such as human
resources and finance). There is also an important second sense with which the word is being
used.
Corporate originally stems from the Latin words for body (corpus) and for forming into a
body (corporare), which emphasize a unified way of looking at internal and external
communication disciplines. That is, instead of looking at specialized disciplines or stakeholder
groups separately, the corporate communication function starts from the perspective of the
bodily organization as a whole when communicating with internal and external stakeholders.3
Corporate communication, in other words, can be characterized as a management function
that is responsible for overseeing and coordinating the work done by communication
practitioners in different specialist disciplines, such as media relations, public affairs and internal
communication. Van Riel defines corporate communication as an instrument of management
by means of which all consciously used forms of internal and external communication are
harmonized as effectively and efficiently as possible, with the overall objective of creating a
favourable basis for relationships with groups upon which the company is dependent.
Defined in this way, corporate communication obviously involves a whole range of managerial
activities, such as planning, coordinating and counselling the CEO and senior managers in the
organization as well as tactical skills involved in producing and disseminating messages to
relevant stakeholder groups. Overall, if a definition of corporate communication is required,
these characteristics can provide a basis for one:
Corporate communication is a management function that offers a framework for the effective
coordination of all internal and external communication with the overall purpose of establishing
and maintaining favourable reputations with stakeholder groups upon which the organization is
dependent.
One consequence of these characteristics of corporate communication is that it is likely to be
complex in nature. This is especially so in organizations with a wide geographical range, such as
multinational corporations, or with a wide range of products or services, where the coordination
of communication is often a balancing act between corporate headquarters and the various
divisions and business units involved.
However, there are other significant challenges in developing effective corporate
communication strategies and programmes. Corporate communication demands an
integrated approach to managing communication. Unlike a specialist frame of reference,
corporate communication transcends the specialties of individual communication practitioners
(e.g., branding, media relations, investor relations, public affairs, internal communication, etc.)
and crosses these specialist boundaries to harness the strategic interests of the organization at
large. Richard Edelman, CEO of Edelman, the worlds largest independent PR agency, highlights
the strategic role of corporate communication as follows: we used to be the tail on the dog,
but now communication is the organizing principle behind many business decisions. The general
idea is that the sustainability and success of a company depends on how it is viewed by key
stakeholders, and communication is a critical part of building, maintaining, and protecting such
reputations.

Lesson 2: Corporate Communication Theories
Communication consists of transmitting information from one person to another, Communication is a
learned skill. Speaking, listening and the ability to understand verbal and nonverbal meanings are skills
in communication. Communication theories are the key to fully understanding the communication
process. Communication is known as the sharing of information, thoughts, and ideas, communication
technology can be thought of as the use of knowledge, tools, and skills for the purpose of facilitating
communication and also making it easier, more economical, and more efficient.

As Communication is the base for what ever we do, we would not be able to do even the everyday
things that we do on a daily basis. When it comes to the work world, whether its a small family run
company, or a giant corporation, communication is the only way to run a business smoothly. Without
effective communication, messages can get mixed, and information can be skewed. I think that
everyone should learn about these models and about effective ways to communicate, because it doesnt
matter where you are, or what you are doing, communication is a constant part of everyones lives.

Many authors and researchers divide communication by what they sometimes called "contexts" or
"levels", but which more often represent institutional histories. There are many different views on every
communication theory, but there are different views given by different Theorists regarding
communication theory. The few important theorist of communication theory are
Harold Lasswell
- Wilbur Schramm
- Claude Shannon
- Bruce Westley & Malcolm MacLean
- Lawrence Kincaid

Harold LASSWELL defines communication has

"who says what to whom in what channel with what effect,"

Schramms model


Wilbur Schramm (1954) was one of the first to alter the mathematical model of Shannon and Weaver.
He conceived of decoding and encoding as activities maintained simultaneously by sender and receiver;
he also made provisions for a two-way interchange of messages. Notice also the inclusion of an
interpreter as an abstract representation of the problem of meaning.
Classical Communication Models

1. Aristotles definition of rhetoric. Ehninger, Gronbeck and Monroe: One of the earliest definitions of
communication came from the Greek philosopher-teacher Aristotle (384-322 B.C.).

- Rhetoric is the faculty of observing in any given case the available means of persuasion (Rhetoric
1335b).

- Aristotles speaker-centered model received perhaps its fullest development in the hands of Roman
educator Quintilian (ca. 35-95 A.D.), whose Institutio Oratoria was filled with advice on the full training
of a good speaker-statesman.


These are various communication theories explained by different people. Harold Lasswell explained the
communication model in 1948. He explained the model by who says what to whom in what channel
with what effect. Shannon & Weavers model was introduced in 1949. They are known as the fathers of
information theories and they have focused on the noise source in communication. Schramms first
model was introduced in 1954 and focused on signal. He has also introduced the second model with
field of experience. He has also introduced the third model with feedback. He was known as the founder
of information studies.

Katz and Lazarsfelds model was introduced in 1955. It was the first model to deal with mass media and
communication. The Westley-Maclean model was introduced with mass media and communication in
organization.

Kincaids Model


At last, Kincaids convergence model was introduced in1979 and included mutual understanding. It is a
cyclic model. All of these models are very useful in organization. These models are useful to offer
convenient ways to think, to provide graphical checklists and to change to mass communications
methods.

Lesson 3: Corporate Communication Specialist

Introduction:
Information and Communication campaign involves a diversity of functions. The people who do
the work of public relations, that is PR practitioners, do different kinds of work, and they are a
multitude indeed. Nevertheless, these functions are interrelated and are directed towards the
achievement of a singular goal: the creation of mutual understanding between organisations
and their publics.

The Information/Communication campaign specialist is responsible for all dissemination of news
and information to the media and the public. Information and communication is about
managing reputation. This career field aims to gain understanding and support for clients as well
as to influence opinion and behavior.

Discussion:
Information/Communication specialists use all forms of media and communication to build,
maintain and manage the reputation of organizations ranging from public bodies or services to
businesses and voluntary organizations. They communicate key messages, often using third party
endorsements, to defined target audiences in order to establish and maintain goodwill and
understanding between an organization and its public.

Information/Communication specialists monitor publicity and conduct research to find out the
concerns and expectations of an organization's stakeholders. They then report and explain the
findings to its management.

Information/Communication specialist s provide and communicate information for the public
and the media about the company or organization they represent. They direct, administer,
monitor, and evaluate the companys program of public information for appropriateness in
representing the firm or organization. They prepare and generate press releases,
commendations, resolutions, reports, newsletters, brochures, and other written material and
information for public consumption, as well as other publications regarding the companys
products and/or services. They generate positive news pieces about the company or
organization, placing them in newspapers, on the Internet, in other publications deemed
appropriate, and on television and radio. They keep management updated on pertinent issues
that relate to the company and that might result from media exposure. They prepare
managements responses to probable questions from the media on matters concerning the
policies and practices of the organization or company.

The single most important task of the Information/Communication specialist is to sustain ongoing
and effective relations with all the media, establishing a sense of trust with its members. Trust is
crucial in getting across a message or projecting an image to the public. They must be capable
of responding immediately or within a set period to any and all questions from the press. They
also tutor company executives on effective methods for handling media interviews.
Information/Communication specialist must keep up to date on all news developments that
might affect their employers in order to act quickly and effectively to shield management from
unfavorable publicity, or to capitalize on positive exposure. Depending upon the circumstances,
they may be responsible for providing top management with daily news clips (or Internet
printouts) and analyses.

In addition, they may coordinate special events relating to the public relations of their employer.
They may plan, organize, and arrange meetings on-site for dissemination of information to the
public and the media. They may also be involved in the establishment and maintenance of the
look and content of the companys Web site to maximize its marketing impact, as well as
update and ensure the accuracy of the information. In many cases, the Public Information
Officer may also write speeches and create the scripts for slide or digital photographic shows
concerning the company, or produce other promotional literature.

Most officers supervise a staff of one or more assistants, although in smaller companies they may
have only secretarial help. Depending upon the size and complexity of the company, this
position may be a mid-level one or a top position at the firm.

Typical work activities
An Information/Communication specialist often works in-house and can be found in both the
private and public sectors: from the utility and media sectors to voluntary and not-for-profit
organizations. Some Information/Communication specialist may be based in consultancies.
The role is very varied and will depend on the organization and sector. Tasks typically involve:
planning, developing and implementing PR strategies;
liaising with colleagues and key spokespeople;
liaising with and answering enquiries from media, individuals and other organizations,
often via telephone and email;
researching, writing and distributing press releases to targeted media;
collating and analyzing media coverage;
writing and editing in-house magazines, case studies, speeches, articles and annual
reports;
preparing and supervising the production of publicity brochures, handouts, direct mail
leaflets, promotional videos, photographs, films and multimedia programs;
devising and coordinating photo opportunities;
organizing events including press conferences, exhibitions, open days and press tours;
maintaining and updating information on the organisation's website;
sourcing and managing speaking and sponsorship opportunities;
commissioning market research;
fostering community relations through events such as open days and through
involvement in community initiatives;
managing the PR aspect of a potential crisis situation.





Lesson 4: The Corporate Communication Department

Corporate Communication draws from several disciplines, including communication, business
and sociology. Organizational functions of corporate communications are those activities that
protect or enhance a company's reputation. Societal functions of corporate communications, in
contrast, are activities performed by an organization that benefit the larger community, such as
a public service campaign or stakeholder relations. Successful corporate communications
include both organizational and societal functions.
Media Relations
Representing an organization to the media is a common organizational function of
public relations. Media relations includes drafting and distributing news releases, fielding
media requests and organizing news conferences. Media relations includes local,
regional and national news, as well as trade publications and journals. Reaching out to
industry bloggers or online writers, as well as monitoring what's being said in cyberspace,
may also be part of media relations.

Employee Communication
Representing an organization to its internal audience, such as employees or members, is
an organizational function of public relations that supports productivity, morale and
audience understanding of the organization's mission. Duties include crafting and
distributing internal newsletters; creating and maintaining internal websites; and
monitoring information that employees or members may tweet or upload to a social
media website. Other tasks may include drafting remarks for management to deliver as
part of a weekly email, scheduling monthly meetings or organizing annual retreats.
Internal communication also includes creating a feedback loop so that members can
deliver feedback to management.

Communications Research
Investigating the probability of an advertising campaign's success or a new product's
acceptance often falls to the public relations department. Communication research
can be qualitative, quantitative or a combination of the two. The most common forms of
public relations research include focus groups, surveys and interviews.

Crisis Communication
Preparing an organization to communicate before, during and after a crisis is an
organizational function of public relations that can protect or save a company's
reputation. Crisis communication management duties include designating an official
spokesperson and outlining key messages and procedures in advance. Shrewd crisis
communications managers review and analyze case studies from industry- and non-
industry- related events and continually update crisis plans with lessons learned.

Experienced corporate communications agencies have formulation press releases into which
they can plug the company news, as well as a targeted list of publications for their industry.
certain areas.


The corporate communications department is to enhance a companys reputation. Staff that
work in information and communication department s, or as it is commonly known, PR, are skilled
publicists. They are able to present a company or individual to the world in the best light. The
role of a public relations department can be seen as a reputation protector.
The business world of today is extremely competitive. Companies need to have an edge that
makes them stand out from the crowd, something that makes them more appealing and
interesting to both the public and the media. The public are the buyers of the product and the
media are responsible for selling it.

corporate communications provide a service for the company by helping to give the public
and the media a better understanding of how the company works. Within a company, public
relations can also come under the title of public information or customer relations. These
departments assist stakeholders if they have any problems with the company. They are usually
the most helpful departments, as they exist to show the company at their best.