Corporate Communication

Corporate Communication
• Interchangeably used along with; PR, Public
Affairs, Corporate Affairs, Public Information,
PR in combination with Advertising, etc.

• A discipline pulled by School of Journalism

and Mass Comm. To Management Schools as
well.

• A necessary outcome to manage flow of

communication within the organization and
outside it.
• Often referred to as integration of all: PR,
marketing, and communications.
 Advertising & PR v/s Corp. Comm.

• Adv. & PR are generally • CC is solely related to

product or Company oriented. communication outside &
within the organization

• Both of these depict image and

branding of the • CC focuses on conveying the
product/company. required information in the
best possible way.

• They involve mostly

customers. • CC involves everyone who is
related to the company in
some or the other way. E.g.:
Employees, Mgmt.,
Stakeholders, investors,
creditors, customers, etc.
 Triggers of Corp. Comm.

• Industrial Crisis
• Financial Crisis
• Globalization
Industrial Crisis

• Generally referred as Recession period

• Stages:- 1920s; then 1970s & 2000s
• Economic stagnation in the western
countries post world war II
• USA: 1973 oil crisis & fall of Bretton
Woods System
• UK: Oil and electricity/power crisis
• Double digit inflation & unemployment
• Factors: Inflation & Strikes
Effect on India
• Closed Economy: Minimal Effect
• Undergoing through its own internal
crisis
• Economic crisis: Droughts of 1964 and
1965
• Failure of the policies on Indira Gandhi’s
Govt.
• Emergency in 1975
• The Moderate Growth Phase- 1975-90
Financial Crisis
Reasons:-
• Recession
• Economic Crisis
• Stagnation
• Oil Crisis
• Power/ Energy Crisis
• Complete instability of Global Market
 Globalization
• Tendency of international trade, investments, &
outsourced manufacturing to weave the
economies of diverse countries together.
• it primarily refers to economic integration of
global markets.
• INDIA: Economic Reform 1991( New Economic
Policy)
• Easier trade and business;
• entry of MNCs in the country
Rise of Corporate
Communication
• Major profit /loss set backs- industries &
companies under them.
• Globalization led to more of competition
• Communication, internal & external to an
organization became important
• Image and branding began to hold
importance
• Corporations were expected to manage their
crisis in there own way in order to survive in
the long run
 Key Words
• Internal communication
• Employee communication
• Stakeholders
• Investors relations
• Government relations
• Crisis communication
• Branding
• Corporate social responsibility