CCS - Unit 1

Corporate Communication Skills –II
What is Corporate Communication

It is difficult to overstate the critical importance of effective communication
for most businesses and organizations.
It is through effective communication that customers learn about a company’s
products or services and what makes brands unique compared to their
competitors. It’s how management and employees coordinate their activities
to ensure that the entire organization is marching toward the same strategic
goals. It’s also how executives inform investors, the media, and the general
public about important organizational developments.
In short, communication underlies many of the most significant activities that
most businesses must complete.
Communication is so important that most organizations will eventually reach
a point at which they realize they need to invest in building a corporate
communications team responsible for these various activities.
Corporate communication refers to the way in which businesses and

organizations communicate with internal and external various audiences.
These audiences commonly include:
 Customers and potential customers
 Employees
 Key stakeholders (such as the C-Suite and investors)
 The media and general public
 Government agencies and other third-party regulators
Corporate communications can take many forms depending on the audience
that is being addressed. Ultimately, an organization’s communication strategy
will typically consist of written word (internal and external reports,
advertisements, website copy, promotional materials, email, memos, press
releases), spoken word (meetings, press conferences, interviews, video), and
non-spoken communication (photographs, illustrations, infographics, general
branding).
Compiled by Shazia Sait Page 1

The Functions of a Communications Department

In most organizations, the communications department is responsible for
overseeing a wide range of communications activities. One of the simplest
ways of understanding these different activities is to group them according to
the role that they play within an organization, as below.
1. Media and Public Relations
This refers to the way in which a company or organization communicates with
the general public, including the media, by:
 Organizing news conferences, product launches, and interviews, and creating
materials (banners, flyers, etc.) for such events
 Writing and distributing press releases to the media to garner coverage
 Monitoring the news for mentions of the organization, its product, and key
employees such as stakeholders and members of management
 Devising a plan to address unfavorable press coverage or misinformation
2. Customer Communications and Marketing
Though most businesses still differentiate between their marketing and
communication departments, the lines between the two have begun to blur in
recent years. Corporate communication strategy often impacts marketing
strategy, and vice versa, which has increased cooperation and collaboration
between the two functions.
It is not uncommon, therefore, for members of the communication
department to help generate various marketing materials and general
customer communications, including:
 Marketing emails
 Brochures
 Flyers
 Newsletters
 Website copy
 Social media strategy
3. Crisis Communication
Crisis communication refers to the specific messaging that a company (or
individual) portrays in the face of a crisis or unanticipated event which has
the potential to damage their reputation or existence. In the event of such a

crisis, it is the responsibility of the communications department to create a
strategy to address it (often done with the aid of outside experts) which may
include:
 Organizing interviews and news briefings for company representatives to
discuss the issue at hand
 Advising company representatives on what to say and how to say it when
speaking with members of the media
 Communicating with attorneys, government regulators, emergency
responders, and politicians as necessary
 Generally protecting the organization’s reputation and ability to do business
Exactly what constitutes a “crisis” will depend on the type of organization but
may include anything from workplace accidents and violence to business
struggles to product defects, chemical spills, litigation, and more.
4. Internal Communications
In addition to being responsible for communicating the organization’s
message with external audiences, most communications teams will play at
least some role in internal communications, including:
 Drafting emails and memos announcing company news and initiatives
 Compiling employee resources (such as information about employee benefits)
 Creating printed materials, such as employee handbooks or flyers
 Facilitating group brainstorming sessions and training sessions amongst
employees
 Managing internal blogs, newsletters, or other publications
Internal communication is often done at the direction of or in partnership
with the human resources management team.

Meaning of Corporate Communication:
‘Corporate Organisation’ means an organisation formed by some people,

having a separate entity and perpetual succession.
A company, statutory corporation, co-operative ventures, etc. are considered

to be corporate organisations because these are registered and have separate
legal entity and perpetual existence.
Generally such organisations are not small they are medium or large in size.
Therefore, exchange of information and news with a large number of people
within and outside the organisation is required to be made.
Various departments and employees of the organisations are connected

through communication network by phones, face-to-face discussion, e-mail,
fax, memos, etc. to convey orders, instructions and information, to supervise
and evaluate performance, to understand and perform individual job, to
identify and solve a problem and, ultimately, to fulfill the objectives of the
organisation.
External communication with the customers, vendors, distributors,

competitors, investors, government agencies, etc., through letters, reports,
memos, phones, faxes, websites, internet, etc., are made to introduce,
negotiate, co-ordinate, explain, interact, discuss and to develop co-operation
and understanding.
Therefore, corporate communication refers to a process of communication

through which the managers, supervisors and executives exchange their
views, opinions, feelings, etc. with the subordinates and employees in any
corporate organisation and negotiate with the outside world with a view to
fulfilling the objectives of the organisation.

Characteristics of Corporate Communication:
The various characteristics of corporate communication are mentioned

below:
1. Formal Communication:
Most of the corporate communications are formal in nature. Orders,
instructions, information, suggestions, etc. are sent, maintaining formal
procedure in a systematic way. If has to pass through several organisational
stages.
2. Informal Communication:
The size and structure of a corporate organisation being large and complex,
informal communication or grapevine communication among different groups
of employees takes place side by side with formal communication.
3. Internal and External Communication:

Exchange of information with a large number of people within and outside the
business is required in corporate communication. Internal communication

with the managers and employees, and external communication with the
customers, vendors, distributors, competitors, investors, government offices,
etc. are made.
4. Oral and Written Communication:
While oral communication is used for closer and internal communication with
the employees, written communication is made with the outsiders and distant
people.
5. Wide Coverage:
Corporate organisations are large and a wide range of people are required to
be covered in communication. People within the organisation at different
levels in different departments and a large number of people outside the
organisation are required to be communicated within the course of running
the activities of the organisation.
6. Means of Communication:
Phones, face-to-face conversation, e-mail, fax, telegrams, memos, website,

internet, video conference, etc. are used as the mediums or channels of
corporate communication.
7. Feedback:
As in the case of other communication, feedback is an essential element of

successful corporate communication. It is a two-way process of sending
information and receiving response. Through feedback the sender can know
the reaction’ of the recipient and take necessary action.
8. Long-term System:
Corporate organisation has a perpetual existence. So, corporate

communication is not a temporary arrangement. It is a long-term system or
process. Communication is carried out continuously through a stable process.

9. Continuous Flow of Communication:
In a corporate organisation, flow of communication is continuous and

uninterrupted; continuous due to the organisation’s perpetual existence, and
uninterrupted owing to following the formal or official channel.
10. Reliable Information:
In a corporate organisation, information is collected through various sources

and decisions are taken after necessary scanning, scrutinizing, etc. to make the
information dependable and correct.
Importance of Corporate Communication:
Communication has an important role to play in the corporate world. With the
increase in the complexities of activities in modern business, its importance is
growing day-by-day. To achieve the objectives of the organisation, co-
ordination among the persons and departments within the organisation and
establishment of connecting link with the outside world are very much
necessary.
Motivating the employees for better and greater performance, facilitating

group performance, controlling their activities, taking corrective measures,
wiping out misunderstanding, maintaining peace, establishing discipline, and,
above all, ensuring the quality of work within the organisation is possible
through effective communication.
Establishing link with the outside world—with the customers, vendors,

investors, bankers, similar business organisations within and outside the
country, various departments of the government, etc. also depends on
communication. Corporate business houses are, in most cases, engaged in
international business. Excellence in communication in such cases is a basic
need.
They are required to make corporate presentation of their goods and services,
inform and report, explain change, interact with the colleagues, motivate and

support the staff, supervise, organise and co-ordinate a course of action, build
and maintain relationship with overseas clients, participate in meeting,
introduce themselves as business houses, promote a sales drive, make market
research, cope with mixed language problem interacting with the foreign
colleagues and so on. All these activities require communication skill.
Phone, e-mail, fax, office memos, verbal communication, etc. are the internal
means of corporate communication. External communication depends on
phones, letters, fax, website, internet, video conferencing, etc.
Modern technologies in communication have made the communication

process speedy. It is a boon to corporate communication because a slightest
delay in making decision may place one in a difficult position—behind one’s
competitors.
The importance of corporate communication may be described as

follows:
1. Internal Co-ordination:
To fulfill the objectives of the organisation, co-ordination among the
employees is necessary and to co-ordinate various activities communication is
essential. Corporate organisation being large in size, division of work and
specialisation in activities are the characteristics of such organisation.
Communication helps to co-ordinate such activities and to develop co-
operation.
2. Connecting Link with the Outside World:

In a corporate organisation, communication with the external people, such as
customers, vendors, investors, competitors, government departments, etc. are
essential. Even connecting links with the foreign counterparts and centres are
necessary for proper functioning of the organisation.
3. Motivation:
Communication helps to motivate the employees to obey the orders and
directives of the management authority. The feedback of the employees also
enlightens the managers. The interaction between the managers and the

employees improves the relation between them and encourages all to devote
themselves fully to achieve the objectives of the organisation.
4. Efficient Management:
George Terry’s remark that communication works as a lubricant to increase

the efficiency of management is applicable to corporate organisations more
appropriately. Communication supplies the managers and employees with the
information, co-ordinates and motivates the employees.
This results in co-operation and better performance, resolves conflicts, builds

confidence and ultimately develops efficient management. The managers,
supervisors and executives get instructions, orders, messages, etc. from their
superiors through communication, become aware of their duties and
responsibilities and exact performance from their subordinates. Thus,
communication stimulates efficient management.
5. Decision-making and Implementation:
The success of any corporate organisation depends largely upon decision-

making. Right decision-making, again, depends upon correct and timely
information which is obtained through communication. Again,
implementation of the decision requires proper communication.
The managers convey the procedure of implementing the decision through

communication channels and evaluate the work of the employees. Thus,
corporate communication has a meaningful role in decision-making and its
implementation.
6. Leadership:
The manager communicates orders and instructions to the subordinates, who,

in turn, carry out the instructions and sometimes send feedback in the form of
suggestions, grievances and complaints. The manager tries to remove the
inconvenience as far as possible. The entire process establishes the basis of
leadership.

Lack of communication creates distrust, doubts and misunderstanding among

the subordinates. Proper communication helps to remove them and create an
environment of mutual co-operation, trust and dependence and, ultimately,
achieve acceptance of the leadership of the official head.
7. Corrective Measures:
In a corporate organisation the number of employees is large. Everybody’s
performance may not achieve required standard and some corrective
measures may become necessary. Such measures against the employees not
performing their duties properly can also be taken through communication.
Communication thus protects the interest of the organisation.
8. Speed:
Speed is the key word of today’s corporate world. Modern technologies have
made communication faster. Now, no one has to wait for weeks or months for
a reply letter. E-mail, fax, internet, etc. have made communication almost
instant. Immediate flow of information helps in taking correct decision in time
and anticipates solution to a probable problem.
9. Discipline and Peace:

Maintenance of discipline in large corporate sector is difficult. Control over a
large number of managers and employees is not an easy task. But regular
communication (Two-way) between the management authority and the
workers creates a healthy human relation and sense of co-operation,
assistance and unity. Thus, peace is established and discipline is maintained
within the organisation.
10. Training:
Communication is necessary in imparting training to the managers,
supervisors, executives and general employees to upgrade their knowledge
and skill of performance in order to meet the needs of the changing corporate
world.
This may include training in the field of science and technology, up-gradation
of technical know-how, development of management skill, and even a training
in learning a language for communication.

Guidelines for Effective Corporate Communication

Corporate communication to be effective should follow some guidelines
stated below:
1. It should be simple. Jargon and buzz words create confusion and difficulty
in understanding.
2. It should be concise. Repetition of words and unnecessary explanation are

to be avoided. It should be kept in mind that more communication is not
necessarily better communication.
3. It should be clear in meaning and free from ambiguity.
4. The message should be courteous, no matter whether it is being sent to the

subordinates, to the superiors, or to the peer persons. It is to be remembered
that courtesy begets courtesy.

5. The communication should give correct information in proper time and in

right manner.
6. It should be complete in all respects. Before communicating one should

check whether the following ‘5 Whs’ are answered: Who, What, Where, When
and Why.
7. Corporate communication should be consistent to the norms of the

organization. It should keep track of the previous communication and
maintain continuity.
8. Metaphors, analogy or examples are sometimes necessary to bring out the

meaning of communication easily. So, appropriate use of these is
recommended for better communication.
9. Repetition of the key message is necessary in some cases. To become sure

about the success, the communicator sometimes repeats the key message.
10. An effective communication should have proper feedback. Two-way

communication should be encouraged.
11. Proper planning before communication is necessary. The success of the

entire communication process depends largely on planning in advance.
12. Last but not the least, effective channels should be chosen and established
to make the corporate communication successful.

SCOPE OF CORPORATE COMMUNICATION
1. Employee Communication
2. Public Relations
3. Internet Marketing
4. Customer Communication
5. Investor Relations
Scope of EMPLOYEE COMMUNICATION—The subject of managing

organizational communication encompasses formal and informal
communication throughout an organization, including communication to
employees, with employees and from employees to upper management.
Communication is a vital management component to any organization.

Whether the purpose is to update employees on new policies, to prepare for a
weather disaster, to ensure safety throughout the organization or to listen to
the attitudes of employees, effective communication is an integral issue in
effective management. To be successful, organizations should have
comprehensive policies and strategies for communicating with their
constituencies, employees and stakeholders as well as with the community at
large.
Communication Strategy
The Importance of a Comprehensive Communication Strategy

Most HR professionals and organizational leaders agree that linking corporate
communication to business strategy is essential to effective and consistent
business operations. With a formal and comprehensive communication
strategy, organizations can ensure that they:
 Communicate consistent messages.

 Deliver messages from the top that are congruent with the
organization's mission, vision and culture.

The impact of effective communication

Effective communication may contribute to organizational success in many
ways. It:
 Builds employee morale, satisfaction and engagement.

 Helps employees understand terms and conditions of their employment
and drives their commitment and loyalty.
 Educates employees on the merits of remaining union-free (if that is the
organization's goal).
 Gives employees a voice—an increasingly meaningful component of
improving employees' satisfaction with their employer.
 Helps to lessen the chances for misunderstandings and potentially
reduces grievances and lawsuits.
 Improves processes and procedures and ultimately creates greater
efficiencies and reduces costs.
The impact of ineffective communication

Ineffective communication may increase the chances for misunderstandings,
damage relationships, break trust, and increase anger and hostility. Ineffective
communication may stem from poorly aligned strategy, a failure to execute
the strategy, use of the wrong communication vehicle, bad timing, and even
nuances such as word choice or tone of voice.
Two-way communication
HR professionals may initially think of communication mainly in the context of
delivering messages to employees about business issues, policies and
procedures, but two-way communication plays an essential role in a
comprehensive communication strategy. Listening to employee issues and
concerns builds loyalty and drives improved productivity. Organizational
leaders can learn through listening about issues or concerns before they
become formal grievances or lawsuits. They can also discover potential
employee relations issues and learn about attitudes toward terms and
conditions of employment.
Building a Communication Strategy
To develop a communication strategy, employers should begin by linking
communication to the strategic plan, including the organization's mission,

vision and values; its strategic goals and objectives; and its employment
brand.
Effective communication strategies:
 Safeguard credibility to establish loyalty and build trust.

 Maintain consistency to establish a strong employment brand.
 Listen to employees and to members of the leadership team.
 Seek input from all constituencies.
 Provide feedback.
 Prepare managers in their roles as organizational leaders.
Constituencies
Everyone in the organization has a role to play in communication:
 The CEO and senior managers are ultimately responsible for setting the
tone and establishing organizational culture. Key leaders should be
coached on their role in ensuring effective companywide
communication.
 The HR professional and communication leader also have critical roles,
especially in challenging economic environments.
 Managers are responsible for daily communication with their
employees and for relating to their peers and colleagues.
 All employees have a responsibility to voice concerns and issues,
provide feedback, and listen effectively.
Training
Communication training may encompass any number of topics, including:
 Company communication policies.

 Effective writing and presentation skills.
 Train-the-trainer initiatives.
A strong training component will not only equip leaders to communicate

effectively with their teams and other organizational leaders, it will also help
them understand the appropriate communication channels and protocols.
Responding to employee issues
There is no better way to cause resentment among employees than to ask
them for feedback and then fail to act in response to their concerns. Honest,

constructive feedback from employees starts with trust and the

understanding that employees can voice their concerns without fear of
retaliation.
Vehicles and Approaches
One of the major challenges in developing and executing communication plans

is to select the best vehicles for delivering any given message to and from
employees. With so many choices, such as face-to-face communication,
electronic media, meetings, printed materials and webinars, the decision
becomes quite complex. Is the communication best suited for an electronic
message via e-mail or for a face-to-face meeting?
Organizational leaders have many options, including the following, when

selecting a communication vehicle.
Handbook
The employee handbook is used to communicate standard operating
procedures, guidelines and policies. The handbook is also used to
communicate the organization's mission, vision and values, helping to
establish an organizational culture and employment brand. While most
employee handbooks traditionally have been produced in print format, more
organizations are moving toward an electronic format, allowing for easy
updating, documentation and review, especially when all employees have
access to computers.
Newsletters
Newsletters are used to communicate new information about the
organization, its products and services, and its employees. Newsletters may be
in print or electronic format and may be sent to the employee as well as to his
or her family, especially when the news directly affects family members.

Newsletters may be published on a regular basis (weekly, monthly, quarterly)

or whenever the organization has news to report.
Town hall meetings

Town hall meetings are an option to gather employees together to share news,
celebrate successes or communicate companywide information that affects all
employees. These meetings are most effective when employees are physically
located in one geographic area, but for some critical meetings, employees may
be brought to one central location. Alternatively, town hall meetings may be
held in various locations when employees are widely dispersed geographically
or may be held electronically via webinars or teleconferences.
E-mail
Electronic communication is a fast and easy way to reach many employees at
once. It may be best used when information is urgent, such as in emergencies.
E-mail communication presents some difficulties because tone of voice and
inflection are absent, making an ironic or sarcastic remark appear rude or
harsh, which may not be the intended message.
Face-to-face meetings
Face-to-face meetings with employees are one of the best ways to relay
sensitive information. During layoffs or restructurings or when handling
employee performance issues, face-to-face communication is generally
preferred.
Telephone
The telephone is another way to communicate information to employees.
Whether it is used in the traditional sense when face-to-face communication is
not physically possible or in more state-of-the-art communication via
webinars or voice mail blasts, the telephone is a staple in communication
vehicles.
Surveys/polls
Two-way communication is vital to any effective communication strategy, and
developing formal tactics to listen to employees is essential. Employers can
elicit fast feedback through surveys and polls about specific issues (like a new
benefit or policy) or general concerns.

Stories
Storytelling creates a picture through words so that the message becomes
memorable. Organizational leaders are beginning to understand how
storytelling can be used as a powerful business tool to impart company
culture, to create an employment brand, and to build trust and loyalty among
employees.
Social media
Many individuals regularly use social media sites like Twitter, LinkedIn and
Facebook, not only for recreational purposes but as a business communication
tool. Social media can help recruiters source top talent, help salespeople
identify potential contacts and allow employees to keep in touch with their
leaders. HR professionals should ensure that company policies are updated so
that social media is used appropriately in the workplace.
Messaging apps
Messaging applications such as Jabber and Slack and chatbots that interact
with applicants and employees through automation may be the future of
workplace communication. The next generation of workers prefer chat and
messaging apps over traditional e-mail
Virtual team meetings

Organizations may have employees located across the city or across the globe
and may need to rely on virtual team meetings to get work done. Setting
expectations and establishing protocols are vital steps in ensuring that
communication will be effective. Since written communication, whether in
print or in electronic format, can hide tone of voice, inflection and other
nuances of communication, many work teams rely on videoconferences and
Internet-based technologies to make virtual meetings more productive.
The "grapevine"
One of the most used and undermanaged tools for employee communication
is the proverbial grapevine. Watercooler discussions are still a mechanism for
employees to hear the latest news unfiltered by management, and they
continue to be a source for employees in learning the inside story. Employers
must be mindful that whatever formal communication strategy is used, the
grapevine still exists and will be tapped by employees at all levels. The
grapevine should not be discounted when considering the best tool to listen to
and learn about employee issues.

Types of Messages
Types of Messages
The type of message sent is a major factor in choosing the appropriate communication channel.
Standard operating procedures
There are many ways to communicate policies and procedures—staff meetings, employee
orientation sessions and one-on-one coaching, for example—but employee handbooks are still
the best way to deliver a consistent message to all employees with respect to standard operating
procedures.
General business updates
General organizational updates may be communicated through newsletters, e-mails or town hall
meetings or in small group huddles.
Bankruptcy, downsizing and restructuring
Employers should use several different communication means to announce and update
employees when an organization faces bankruptcy, a restructuring or a downsizing. Whether in
regular briefings by top leaders—through voice mail blasts, e-mail alerts or town hall meetings—
or in departmental or group meetings, the employer needs to keep employees apprised of
whatever information may be necessary to keep the organization running smoothly.
Benefits changes
Communication regarding employee benefits may greatly affect employees' perceptions of the
value of their compensation package and, moreover, the value of their employment with an
organization. Accordingly, benefits communications should be planned carefully using means
appropriate to the circumstances: printed messages, virtual or face-to-face meetings, one-on-one
briefings, and so on. Major benefits changes—such as a new carrier or new options—require a
more comprehensive approach than the one used for routine updates.
Emergencies
Emergencies—such as those caused by weather, violent employee behaviors, natural
catastrophes or terrorists—require quick and effective communication to ensure the health and
safety of employees and their families. A comprehensive disaster plan, complete with
communication strategies and standard policies for dealing with emergencies, should be a
requirement for all organizations.
Merger or acquisition
Communication issues with mergers and acquisitions are a high priority for HR professionals.
HR professionals must consider how to communicate new benefits plans, new operating
procedures, a new company culture, revised organizational charts and myriad other issues during
mergers and acquisitions.
Outsourcing

Organizations may find that some business functions are handled better through outsourcing.
Communication is vital to explain the change and the rationale to employees, as well as in
developing new strategies for communicating with the outsourced vendor.
PR & Corporate Communication
Let’s say you work for a small interior design company, and your business just won an
award: “Best Interior Design Company in Chicago.” A PR specialist might ask a reporter to
write a story about this accomplishment to spread the news to the public.
Along with building a credible reputation for your interior design business, the PR
professional is also helping the public receive relevant information about this accolade. If
I’m a consumer looking for an interior designer, this announcement could help me, too.
Public relations extends to government, too. PR professionals can execute political

campaigns or explain a government’s new policy to the public. In this case, you can see how
PR professionals work to maintain a healthy and productive relationship between their
client (the government), and the general public, who have a right to hear about new
policies.

The negative, damage-control side of PR
PR isn’t just used for positive storytelling. It’s also used to mitigate any damage that could
weaken a client’s reputation.
In the early 1980s, numerous bottles of Johnson & Johnson’s Tylenol product were
laced with cyanide by an unknown person, killing seven people. This led to widespread
panic and could have resulted in the end of Tylenol products.
Johnson & Johnson took aggressive PR measures to mitigate the damage: first, the company
pulled all of its Tylenol products off the shelves and issued a national statement warning
consumers not to purchase or use Tylenol. Then, Johnson & Johnson created a new tamper-
resistant seal, and instructed 2,000 sales personnel to deliver presentations to the
medical community to reintroduce these new, safer Tylenol bottles.
This effective PR strategy saved Johnson & Johnson’s reputation, as well as their product --
in fact, Tylenol shares climbed back up to 24 percent just six weeks after the cyanide
crisis.
In the case of Johnson & Johnson, a simple advertising campaign wouldn’t have worked.
Instead, PR was necessary: PR professionals were able to spread a story that portrayed
Johnson & Johnson as a company that puts consumers ahead of profit. Along with
mitigating damage to Johnson & Johnson’s reputation, PR was used to save more people
from consuming cyanide-laced Tylenol, and then used to inform the public that Tylenol was
safe again. A win-win-win.

Public relations (PR) refer to the variety of activities conducted by a company to promote
and protect the image of the company, its products and policies in the eyes of the public.
Thus it aims to manage public opinion of the organisation.
1. Most organisations either have a separate department or hire services of professional

agencies to manage public relations of the organisation.
2. The public relation department manages PR to generate positive publicity and improve
public image through news, speeches or messages from the top management, organises
events like ‘Founder Day’, ‘Sports event’, ‘annual award programme’, charity functions etc.
to.
3. They also advise top management to adopt such norms which adds to public image of the
organisation.
4. The events held by PR department aims to strengthen relationships and build reputation
amongst all stakeholders like customers, employees, shareholders, suppliers, investors etc.
“A strategic management function that adds value to an organisation by helping it to

manage its reputation.” -The Chartered Institute of Public Relations.
Public relations have now become an important marketing function. The total process of
building goodwill towards a business enterprise and securing a bright public image of the
company is called public relations. It creates a favourable atmosphere for conducting
business.
Major Areas of PR Activity
1. Press Relations: PR persons have to maintain cordial relations with the press at all
levels, from editor to reporter. Press and PR are both dependent on each other for their
bread and butter. Providing well written and well-timed press releases, helping the
correspondent to write their articles, easy accessibility, forbearance of press criticism,
avoiding biases and undue favours to some papers are some of the features of press
relations. The PR man should project the culture of the organisation while disseminating
information about the product or service. Journalists need news to remain in the
business, and PR needs publicity. Thus, there is a give and take between the two. This
interdependence of PR and press should be understood.
2. Advertising: A product does not sell on its own merit, it needs to be advertised. The
purpose of advertising may be to disseminate information, persuade or influence people

to consume the product. There are many media for advertising like newspaper, radio, TV
and so on. Usually, it is the PR person who decides the budget and which media to use for
advertising.
3. Publications: Bringing out brochures, folders, pamphlets, circular letters, in-house-

magazines and similar materials are the responsibility of PR department. While preparing
the material simplicity, clarity, cost, true image of the organisation and attractiveness are
the points to be remembered.
4. Other Media coordination: Use of other audio-visual media, films, exhibition, hoardings,
puppetry and folk-songs come under the range of operations of PR department. Good
public speaking and courteous speaking over the phone can also add to the positive
image as spoken words are still one of the best modes of communication. They have to
maintain good relations with other publicity media like radio and television.
5. PR with Constituents: Along with the local press, PR persons also have to have a liaison
with local community, financial analysts, bankers, major leading institutions, share-
holders and potential investors. Internal PR activities include maintaining relations with
all employees including executives and other senior personnel, so the PR man gets all the
information, keeps himself informed of all the happenings in the organisation.
Tip
Corporate communication includes communication with employees, investors and the

executive team. PR relates to communication with the public and the media. The two jobs
require a similar skill set.
PR and Corporate Communication
Corporations talk with lots of people, including politicians, regulators, customers,

reporters and employees. The Muck Rack explains that the difference between corporate
communication and public relations depends on who the company is talking with. PR
professionals deal with the public and the media. They send out press releases, field
questions from reporters and, if there's a crisis, they're the ones who explain what's
happening.
Corporate communications jobs focus more on internal communications. The messages

you send out may be directed at employees, investors, stockholders or the executive
team. You may use the company wiki or the company newsletter to share information
between different departments. You don't have to deal with the media, but corporate
communications jobs involve a lot of interdepartmental meetings.

Corporate Communications Examples
5W Public Relations says both internal and external communications must pay attention
to the company's image. Employees and customers want to see companies they deal with
as inclusive, diverse and good places to work. If people have complaints or questions,
they want them answered.
For example, suppose the news breaks that the company vice president has been sexually
harassing a secretary. Employees want to see whether the company sides with the
executive or the lower-ranked employee. Reporters want to know how the company
handles the issue and how long the company took to deal with it. Investors may wonder
how the scandal affects their investment.
PR and corporate communication have to be on the same page, crafting a common

message. They have to do it fast before comments on Facebook or Twitter define the
company's image for them. Depending on the circumstance, the message may be that the
company dismissed the executive, offered the secretary a cash settlement, or sided with
the vice president.
There are many corporate communication examples, good and bad, from companies in
crisis. Harvard Business Review advises that one of the worst things you can say is
nothing. In a crisis, employees worry about their jobs. If the C suite doesn't reassure
them, the worries grow, and the rumor mill works overtime. Hearing their jobs are safe
and the company supports them goes a long way toward calming the situation.
INTERNET MARKETING
Internet marketing is a term that is expanding its scope each day. Besides,
communication with consumers through the Internet channel is getting various forms
and names almost each day.
The most common comparison is made between Digital and Internet marketing. These
two terms are similar but not synonyms. Even though Digital marketing is also known as
Internet marketing, online marketing, web marketing or data-driven marketing [4], it is
the umbrella term for a group of marketing processes that exploit all available digital
channels and Internet technologies with the aim of promotion of branded products and
services. Its development is a direct result of the increased electronic data, digital media
usage and its impact in business sphere globally. So, its development has primarily
followed Internet improvements, which is the reason why it has so many manifestations.
Some authors claim that Digital marketing and Internet marketing are not the same
things [5]. Accordingly, Digital marketing is wider term that includes both online and
offline digital technologies and multiple channels under it, while Internet marketing
bases its activities only on the Internet. Some of digital marketing channels are “sms

marketing, digital print ads, television marketing, radio advertising, etc.” This is not the
case with Internet marketing, given that some of Digital marketing channels don’t
necessarily require Internet connection. Furthermore, both Digital and Internet
marketing cover web, search, social media, e-mail, digital advertising and media buying ,
and both are very effective in conducting, analysing and measuring total effects of
marketing campaigns.
Internet marketing is a subset of Digital marketing, its main component, and it exploits
dominantly Internet channel for the promotion of brands. Major channels of Internet
marketing are the following.
1. Web Site,
2. Search Engine Marketing,
3. Social Media Marketing,
4. Content Marketing,
5. E-mail Marketing,
6. Mobile Marketing,
7. Banner Advertising.
Web site is a starting point in Internet marketing campaign and communication with
customers. It is a “place” in digital space “owned” by a company, where all information
about the company and its products can be found. This is also the final destination of all
banners, social media profiles, texts and similar content that exist across the Internet
about the company. Specific and very popular type of web site is blog, which generates its
power to make an influence on consumers by providing information about particular
subject (usually about products) in a form of personal opinion, usually given by an expert
or just an ordinary consumer that is expressing his first impressions about the subject in
a form of personal diary [19]. The idea that stands behind blogging is electronic word-of-
mouth and encouraging communication about the product between consumers that has
experience with it.
Search Engine Marketing (SEM) is a tool for increasing visibility of a company’s website
and making online promotion of a company more effective. It uses paid advertisements
links (pay per click platforms – e.g. Google Adwords) and Search Engine Optimization
(e.g. Google, Bing, Yahoo) for acceleration of website traffic – specifically, the aim is to
attract as many targeted users as possible and to increase visits to a website and
awareness of company’s brands [18]. In this process, special attention should be put on
the process of designing unique and attractive content for the targeted audience.

Social media marketing is “an innovative tool that organizations use for creating a very
strong public relation with the customers on the virtual networks”. Social media
platforms (e.g. Facebook, Twitter, Instagram, LinkedIn etc.) consist of large and various
communities of customers that are not that easily available and visible in traditional
channels. Those groups have a great power in sharing information about the company
and its products, expressing personal opinion, rating their experience that can be both
positive and negative. Social media web sites help in enhancing the communication with
all users, and each social media site demands different approaches, techniques and
strategies of marketing. Conducting marketing through social media networks “is not
about you getting your story out; it’s about your customers; it’s about being more
transparent, earning trust, and building credibility]. Social networks provide great
opportunity for reaching maximum results with minimum investment
Content marketing is “a strategic marketing approach focused on creating and

distributing valuable, relevant, and consistent content to attract and retain a clearly
defined audience and, ultimately, to drive profitable customer action”.It is a “good story
about the company that is described in hundred words, without mentioning company’s
references, brands and all other superlatives, and that, even without these components,
carry attributes authentic, focused, and relevant” [20]. The aim is driving and retaining
customer action and interaction with company and its brands with authentic, original and
inspiring content.
E-mail Marketing is the direct way for personal and customized communication with new
and old customers. It helps in reaching more customers and conveying a wide variety of
messages in creative forms with the possibility of getting direct feedback from customers’
and measuring its effectiveness easily [5]. E-mail marketing campaigns are cost effective,
personalised, fast, massive but targeted, approved by consumers that are usually
consciously registered on the companies e-mail list, easily tracked etc. However, it is very
important to avoid spamming consumers with lot of information that are not relevant but
rather sent just to remember the consumers about the company’s presence. Mobile
marketing is about creating content or ads that is viewable and suitable for a mobile
device [18]. It implies “any marketing activity conducted through a ubiquitous network to
which consumers are constantly connected using a personal mobile device” [24; p.132].
Mobile marketing has become business necessity in the last few years, given that “the
extent of mobile engagement by consumers is so pervasive that it can’t be ignored by any
business”, and implying that “all marketing must be optimized for mobile, first” [15].
Smart phones are devices that are always “in the pocket” of its users, with constant
connection to the Internet, so the opportunity mobile marketing provides for a company
is creating fully customised information to customers, depending of their location, time,
activities and other data about the person that could be tracked through mobile device
and application installed on it.

Display Advertising is focused on the usage of visual elements like images, videos,
animations, rather than test, in creating brand awareness and image, and finally sales [5].
Internet marketing channels, together with all possibilities and opportunities they give
for growing business online, can also be presented as “The Internet marketing tree”. The
main parts of the tree – deep roots, sturdy trunk and branches – demonstrate priority and
order in conducting Internet marketing strategy
CUSTOMER COMMUNICATION
Customer communication management (often referred to as CCM) is how organizations

create, manage, and improve the methods they use to interact with customers
Customer Communications Management (CCM) is software that enables companies to

manage customer communications across a wide range of media. Originally, customer
communications referred to printed documents, archived digital documents, email and web
pages. It has grown to include SMS/MMS, in-app notifications, responsive design mobile
experiences and messages over common social mezdia platforms.[1] It entails an automated
process that involves not only the delivery of communication but also the segmentation of
messages according to different customer profiles and contexts.
. Here are some of the most common types of communication that a company needs to
manage and coordinate:
 Correspondence and documentation relating to insurance claims

 Introductions of new products
 Marketing materials
 Notifications about bills and payments
Benefits of Effective Customer Communication Management
Organizations that develop effective CCM programs (frequently by purchasing or building

customized software) reap a number of benefits:
 They save money when they communicate with customers.

 They improve the quality of their communication with customers.
 As a result, they make customers happier.

Additional benefits include the following:
1. Integrated Communication from All Departments: Each department in an

organization develops its own form of communication with the same set of
customers. In some cases, that communication may require cross-departmental
approval; in other cases, one department may communicate with a customer
without the knowledge of other departments.
2. Good customer communication management ensures that you have one centralized
effort to understand and coordinate all correspondence with any customer.
3. Increased Efficiency of Communication: Many organizations use thousands of
documents to communicate with customers. Effective CCM plans or software can
help you significantly reduce the number of documents you need to store and use.
4. Increased Consistency of Communication: CCM can and should help your
organization use consistent language across different types of communication. CCM
can enable different departments to work with the same language templates.
5. Less Customer Confusion and Frustration with Contradictory or Inconsistent
Messaging: Customers often receive conflicting communication from different
departments within an organization.
Draeger says communication regarding a global pandemic is the perfect example of

a circumstance in which an organization’s different departments disseminate
conflicting information. For instance, one department within an electric utility might
send an email to customers indicating they don’t have to make payments for three
months due to the economic shutdown caused by the pandemic. Then three days
later, another department might send an automatic message informing customers
that their electricity will be cut off because of a late payment.
“What does the customer do? The customer gets angry, of course,” says Draeger. The
customer calls the utility, which costs the utility more money. The utility has now
managed to waste resources while also making the customer unhappy, he says.
6. Improved Branding: CCM makes it possible to communicate more consistently,
thus unifying branding and messaging.
7. Improved Compliance with Regulations: Government regulations require specific
standards for communicating with customers. The application of these standards is
especially relevant in certain industries and circumstances. CCM ensures that an
organization’s communication follows those standards.

8. More Happy Customers: Consistent, cogent communication creates more happy

customers. With more happy customers, companies increase client retention. It
costs six to seven times more to attract a new customer than it does to keep a
current one.
Types of Customer Communication
Experts often divide customer communication into three broad categories:
1. Structured, or “Batch,” Documents: This is the kind of communication you

regularly send to all or most of your customers. Structured/batch documents can
include financial statements or bills. Your organization likely sends this type of
document most often, and they rarely require changes.
2. On-Demand Documents: A company creates this kind of document for a particular
reason and sends it to specific customers. These documents might include
proposals, special offers, or promotions.
3. Interactive Documents: These documents are the back-and-forth communication
that might occur between your organization and specific customers; this type of
communication requires far more personalization. Interactive documents can
include negotiated contracts or responses to claims or specific complaints.
The following list includes most of the reasons an organization might want to communicate
with a customer or potential customer:
 Information about a customer’s account

 Information about new products or services
 Information in response to a customer concern or need
 Legal information that the company wants to (or must) communicate to a customer
Automated Customer Communication
Automated customer communication refers to messages (usually emails) that a company’s

communication system sends automatically based on characteristics of a customer or a
customer request. A primary goal with CCM is to use automated customer communication
as often as possible.
Automated customer communication also includes website chatbots and virtual assistants
that can answer questions by phone or text.

When sending automated messages, your organization’s system should be able to transmit
personalized messages when necessary. Here are some examples of personalized
automated customer communication:
 A promotional message that a customer receives shortly after their first purchase
 A promotional message (with or without incentives) that a customer receives when
they have not ordered or purchased from your organization for a set period of time
 A promotional message that offers a customer a new discount after they have made
several purchases over a set period of time
As mentioned, chatbots and virtual assistants can also be efficient and effective ways to
help customers. However, your organization must proceed carefully when using these
automated tools: Customers and clients want an easy way to quickly reach a customer
service representative when they are not getting answers.
Still, there are real benefits to automated technology. It can improve your customer service
by facilitating and accelerating the process of responding to client requests and questions.
Most Common Customer Communication Channels
Here are the most common modes and channels of customer communication:
 Chatbots on a company’s website

 Email
 Live chats (with customer service reps) on a company’s website
 Mobile phone short message service (SMS) texts
 Phone
 Printed documents, most often sent through the regular mail
 Social media
 Web pages, including links to interactive documents and information
The Importance of Investor Relations

Investor Relations (IR) combines finance, communication, and marketing to
effectively control the flow of information between a public company, its investors,
and its stakeholders.

Investors play a major and vital role in the success and growth of a company. Because
of that fact, it’s of the utmost importance for companies to maintain strong,
transparent relationships with investors. This is where the investor relations
department of a company comes into play.
Investor Relations: The Department
As we noted above, investors are essential to a company. Pretty much any company
you’ve ever heard of (and some that you haven’t) have investors to thank for not only
getting the company on their feet but also for the continuation of their operational
success. Thus, it’s important for businesses to communicate effectively and honestly
with investors. To further that end, companies typically build and rely on an investor
relations (IR) department. Depending on the size and scale of a business, as well as on
the number of investors the business has, an IR department may be limited to one
person or extend to a team of people. In a broad sense, the IR department keeps the
lines of communication and information open between investors and the company
What are the Goals of Investor Relations?
The main goals of investor relations professionals are:
 To enable the company to achieve the optimum share price that reflects
the fundamental value of the company
 Representing the company to investors and representing investors to the
company
 Providing financial information to investors (retail and institutional) in a timely
and accurate way
 Providing nonfinancial data to support company valuations
 Observing the rules of securities commissions and stock exchanges
 Non-aggressive sales promotion or ―closing‖
 Presenting investor feedback to company management and the board
 Building receptive capital markets for future financing at favorable terms

Working with Wall Street
The top executives of a company – namely the chief executive officer (CEO) and
chief financial officer (CFO) – have a vast number of tasks they have to juggle on a
daily basis. To help handle some of these tasks, the IR department will often be the
place where word from Wall Street comes in, and will also be the portal through
which the company communicates back.
It might be easier to understand if you think of the IR as the face of a company in the
capital markets. Of course, investors and shareholders – as many people do – view the
CEO or CFO as the face of the company, however, when you dissect the inner
workings of the top publicly traded companies, an IR department is usually in the
middle of it all.
Communication
IR acts as a portal, a passage through which investors and company executives

communicate, but let’s break that down a bit more.
The first piece of IR’s role in creating channels of communication is triage. Investors,
analysts, and anyone else with a request or a demand for information from a company
are usually funneled to the IR department, which functions as a sort of overall
catcher’s mitt. Whatever the IR department itself is capable of handling, passing off,
passing down, or assigning elsewhere, it will do without involving the higher-ups.
This triaging is important to avoid overloading executives, who have other important
tasks to attend to, with every information request that arrives at the company’s
doorstep.
The second piece of the communication puzzle is translation. IR acts as a translator

for the language that Wall Street speaks. What we mean by this is that IR conveys to a
company’s executives how the company is generally being viewed by Wall Street and
its investors. IR works to relay what the investor community may see as assets and
flaws, what they want to be changed, what they don’t understand, and, bottom line,
what will drive the value of shares based on current and predicted investor wants and
needs.

The final piece is for the company’s values, interests, positions, and answers to be
translated back to the wizards at Wall Street in a language they understand, namely
such things as profit margins, projected goals, Earnings Per Share (EPS), and
dividends.
Some of IR’s other functions include:
 Coordination of meetings
 Conferences for shareholders and the press
 Releasing financial information
 Taking point on financial briefings
 Filing and publishing report with the Securities and Exchange Commission
(SEC), or other relevant commission (depending on where the company is
listed)
Because IR fulfills so many duties and functions in so many capacities, it’s essential
that the department stay fully integrated with nearly every other department in the
company, such as the legal and accounting departments, as well as with the entire
executive management team.
Internal Communication
1. Memos
2. Reports – Formal & Informal
Memos
A memo (or memorandum, meaning “reminder”) is normally used for

communicating policies, procedures, or related official business within an
organization. It is often written from a one-to-all perspective (like mass
communication), broadcasting a message to an audience, rather than a one-
on-one, interpersonal communication. It may also be used to update a team on
activities for a given project, or to inform a specific group within a company of
an event, action, or observance.

Memo Purpose
A memo’s purpose is often to inform, but it occasionally includes an element

of persuasion or a call to action. All organizations have informal and formal
communication networks. The unofficial, informal communication network
within an organization is often called the grapevine, and it is often

characterized by rumour, gossip, and innuendo. On the grapevine, one person
may hear that someone else is going to be laid off and start passing the news
around. Rumours change and transform as they are passed from person to
person, and before you know it, the word is that they are shutting down your
entire department.
One effective way to address informal, unofficial speculation is to spell out

clearly for all employees what is going on with a particular issue. If budget
cuts are a concern, then it may be wise to send a memo explaining the changes
that are imminent. If a company wants employees to take action, they may
also issue a memorandum. For example, on February 13, 2009, upper
management at the Panasonic Corporation issued a declaration that all
employees should buy at least $1,600 worth of Panasonic products. The
company president noted that if everyone supported the company with
purchases, it would benefit all (Lewis, 2009).

Formal Report
A formal report is an official report that contains detailed information,
research, and data necessary to make business decisions. This report is
generally written for the purpose of solving a problem.
Some examples of formal reports include:
1. Inspection Report
2. Safety Report
3. Compliance Report
4. Audit
5. Incident Report
6. Annual Report
7. Situational Report
There are two categories of formal reports: informational and analytical

reports. The informational report gathers data and facts used to draw
conclusions.

An informational report informs or instructs and presents details of events,

activities, individuals, or conditions without analysis. An example of this type
of “just the facts” report is a police accident report. ...
An analytical report is a type of a business report that uses qualitative and

quantitative company data to analyze as well as evaluate a business strategy
or process while empowering employees to make data-driven decisions based
on evidence and analytics.
Front Section of a Formal Report

The front section contains the title page, transmittal letter, and the table of
contents. The title page should contain:
1. Company name
2. Name and title of the party for whom the report was prepared
3. Name and title of the preparer
4. Date
The transmittal letter is a letter informing the recipient that a report has
been included in the packet.
It may also state the purpose of the report.
The letter also identifies any other documents that may be included.
The last part of the front section is the table of contents so that the reader can
locate information by page number.
Main Section of a Formal Report

The main section contains an
1. Executive summary,
2. Introduction to the problem,
3. Analysis of findings, and
4. Conclusions and/or
5. Recommendations

The executive summary is a summary of the formal report. It should contain

the basic facts without being too wordy. Think of it as a condensed version of
the entire report.
The introduction statement/ Statement of the Problem states the purpose
of the report, identifies the problem, its scope, and the method the writer
plans to employ to solve the problem. The method may be to provide
conclusions only as with an informational report, or it may be to provide
conclusions and recommendations as with an analytical report.
An analysis of findings is probably the longest section. This section will
reveal what facts you discovered and the details of the investigation. When
drafting this section, remember to present information in the easiest and
clearest way that points your reader to your conclusions or recommendations.
At the end of the main section, you will include a conclusions section in an
informational report or a conclusions and recommendations section in an
analytical report. Conclusions are findings based on your research data, such
as emerging trends or patterns. Recommendations are directives or advice
based on the research and conclusions. Remember, only an analytical report
contains this section.
Informal Reports
Informal reports in the business setting are usually shorter in length

and have fewer sections than a formal report. Employees in most
organizations create and use informal reports. Almost all informal
reports are for internal use.
Types of Informal Reports
The following are typical types of informal reports. Keep in mind

that there may be some overlap with formal reports (i.e., some
report types can be informal or formal).
1. Meeting minutes are a type of informal report that

summarizes the discussion and results from a meeting. These
reports are informational. They are summaries, not a direct
collection of all statements from all attendees.

2. Expense reports are informal reports that nearly always have

a prescribed format. These reports consist primarily of amount
of expenditures
3. Status updates may be internal to a company in addressing a
business situation, or they may be external in providing the
status of a project to another organization. These reports are
short and tightly focused to the purpose. They are
informational reports.
4. Trip or conference reports are used to summarize and
transmit learning from a trip or conference. They are
informational, and they increase the value of the trip or
conference as they share what was learned with others.
5. Proposals or feasibility reports for smaller or simpler
projects can also be considered informal reports. These are
analytical, as they provide analysis and propose a direction to
take.


External Communication
1. Circular Letters
2. Press Release
3. Newsletters
Generally, the letter that is used to circulate any special message to
a huge member of audiences at the same time is known as circular
letter. It is one of the cost-effective means of circulating information
or introducing new products to mass people.

A press release is a written communication that reports specific

but brief information about an event, circumstance, product launch,
or other happening. It's typically tied to a business or organization
and provided to media through a variety of means.
Content of Press release – PDF in folder
A newsletter is a tool used by businesses and organizations to

share relevant and valuable information with their network of
customers, prospects and subscribers. Newsletters give you direct
access to your audience's inbox, allowing you to share engaging
content, promote sales and drive traffic to your website.

Check out these business information newsletters you can send

to subscribers to educate them about your business and your
brand.
1. Share Your Company Story. ...
2. Behind-The-Scenes Tour. ...
3. Employee of the Month. ...
4. Job Postings. ...
5. Frequently Asked Questions. ...
6. Industry News. ...
7. Interview an Expert.
Your employee newsletter is a great place to talk about important

company updates. But make sure the info is relevant to employees,
clear, and timely, or else you risk losing their attention.
Employee-Focused Newsletter Content Ideas
1. Jobs. Job postings are irresistible to employees. ...
2. Anniversaries or milestones. ...
3. Top 10 lists. ...
4. Behind-the-scenes. ...
5. Recommendations. ...
6. Surveys. ...
7. Employee profiles. ...
8. Employee stories.


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Corporate Communication Skills –II

What is Corporate Communication

Corporate communication refers to the way in which businesses and

Compiled by Shazia Sait Page 1

The Functions of a Communications Department

the potential to damage their reputation or existence. In the event of such a

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Meaning of Corporate Communication:

‘Corporate Organisation’ means an organisation formed by some people,

A company, statutory corporation, co-operative ventures, etc. are considered

Various departments and employees of the organisations are connected

External communication with the customers, vendors, distributors,

Therefore, corporate communication refers to a process of communication

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Characteristics of Corporate Communication:

The various characteristics of corporate communication are mentioned

3. Internal and External Communication:

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4. Oral and Written Communication:

Phones, face-to-face conversation, e-mail, fax, telegrams, memos, website,

As in the case of other communication, feedback is an essential element of

Corporate organisation has a perpetual existence. So, corporate

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9. Continuous Flow of Communication:

In a corporate organisation, flow of communication is continuous and

10. Reliable Information:

In a corporate organisation, information is collected through various sources

Importance of Corporate Communication:

Motivating the employees for better and greater performance, facilitating

Establishing link with the outside world—with the customers, vendors,

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Modern technologies in communication have made the communication

The importance of corporate communication may be described as

2. Connecting Link with the Outside World:

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George Terry’s remark that communication works as a lubricant to increase

This results in co-operation and better performance, resolves conflicts, builds

5. Decision-making and Implementation:

The success of any corporate organisation depends largely upon decision-

The managers convey the procedure of implementing the decision through

The manager communicates orders and instructions to the subordinates, who,

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Lack of communication creates distrust, doubts and misunderstanding among

9. Discipline and Peace:

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Guidelines for Effective Corporate Communication

2. It should be concise. Repetition of words and unnecessary explanation are

3. It should be clear in meaning and free from ambiguity.

4. The message should be courteous, no matter whether it is being sent to the

Compiled by Shazia Sait Page 11

5. The communication should give correct information in proper time and in

6. It should be complete in all respects. Before communicating one should

7. Corporate communication should be consistent to the norms of the

8. Metaphors, analogy or examples are sometimes necessary to bring out the

9. Repetition of the key message is necessary in some cases. To become sure

10. An effective communication should have proper feedback. Two-way

11. Proper planning before communication is necessary. The success of the

Compiled by Shazia Sait Page 12

SCOPE OF CORPORATE COMMUNICATION

Scope of EMPLOYEE COMMUNICATION—The subject of managing

Communication is a vital management component to any organization.

The Importance of a Comprehensive Communication Strategy