CROSS FUNCTIONAL

COMMUNICATION
Role of communication
Functions of corporate communication

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E- business implementing &managing E-bus. operations and collaborations
Suppliers and other business partners
extranets
Co. boundary

Supply chain management

Procurement, distribution & logistics
intranets
Engineering
& Manufacturing A/C &
research & production Finance

Intranets

Customer Relationship Mgt.

Marketing sales customer service

Consumer & bus. customers

extranets
 Marketing communication/ Integrated
Marketing communication

Peter Drucker The purpose of business is not to make

a sale, but to make and keep a customer.
Communication channels are exploding and
fragmenting.
Most brands have moved beyond basic category
benefits & want to connect with consumers at a deeper
level.
 Example- Coke resorted to a brand campaign that touted
sabka thanda ek, harping on the unity that the drink
brings among people..a typical take off on the
desi ingredient of unity in diversity.

Sabka thanda ek strengthens the universal appeal of the

brand amongst the consumers.

McDonalds emotional themes appeal to consumers

needs.

McDonalds communication strategy does not rely solely

on advertising, but also on sales promotion such as,
sweepstakes, contests, and coupons support the
benefits that advertising conveys.
Marketing communication process

FEEDBACK

Action
Indirect (direct
feedback Feedback)
Encoding Transmission
(advertising Mass media/
Decoding
agency/sales Sales people/
Source consumer
person/ stores
( Marketer) marketer
 Marketing communication process

source encoding transmission Decoding

Implementation of comm. process

Develop Exposure
Define Message- Transmit Perception
objectives Communicate message to And
benefits consumers Interpretation
Of message
Barriers to communication
Failure to Lack of
Poor
Message Reach Credibility/
Product
unrelated Target Advertising
concept
audience wear out
 Project management
communication

Projects small, medium, large

Project management refers to all systems and
techniques used by the organizations to effectively
monitor the status of projects through various kinds of
status reports,
and also to see that there is sufficient communication
within the functional areas involved in a particular
project.
 Small & Medium Projects-
Project team members send a status update to the
project manager.
The project manager sends a status update to the
project sponsor and stake holders.

Large projects-
Who is the stake holder? for each stakeholder,
brainstorm how to fill the communication need.develop
the communication strategy and plan.
For Ex.
Delhi Metro project being carried out in the NCR puts in
a good amount of effort focused on building market
reputation as a world class commutation service.
 Human Resource Communication
Human Resource communication refers to the
techniques and processes used by
organizations across the world when
communicating with their employees about
issues related to the

Employees appointments
Promotions
Compensation packages
Training
Personalized counseling
Retirement benefits
Other employee benefit programs.
 For Ex.
Nissan Motors UKs training department conducts a
training need analysis to assess individual employee
needs and to organize training programs. The dept.
concentrates on
Technical development-teaching skills related to robotics
and electrics.
People development
Understanding processes- workshops covering safety,
production operations etc.
Computer skills
Trainee development- courses for graduate trainees
ranging from accountancy to team building.
 Financial Communication

It is about conveying all financially sensitive information

and data of the last year which includes-
Companys overall performance
Major capital expenditures undertaken
Profitability performance
Stock market performance etc.
 Financial communication lets you know -

The company at a glance

The chairmans message
The outlook
The key figures
Share price information
Balance sheet, income statements,
Investor relation releases
The financial calendar
The trading worldwide
The merger
Corporate governance
THANK YOU