Corporate

Communications
“Communication works for those who work at it…”
John Powell
 Let’s Break the ICE…

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TOM
Top of Mind
 What is Corporate Communications?

Corporate Communication is a total communication activity

generated by a company, body, institute to its public(s) in order
to achieve its planned objective.

Corporate
Communications
External
Internal
Agencies, Channel Partners,
Employees, Stakeholders, i.e.
Media, Government, Industry
Share and Stock holders
Bodies, Educational Institutes
and General Public
 What is Corporate Communications?

In simple words:

Corporate communication includes advertising, marketing

communications, marketing, and public relations, but they all
function under a managed perspective

Corporate communication is managing an organization's

internal and external communications
 Evolution of Corp. Comm.

- Until 1970s, the term Public Relations was used to describe

the communication with stakeholders
- The function largely consisted of communication with press
- Other stakeholders (internal and external) started demanding
more and more information from company
- Company’s started to look at communication as being more
than just Public Relations.
 The Structure of Corp. Comm.
(The main fields)
Internal External

HR PR MARCOM

Promotions,
Advtg.
DM, POS etc.

Crisis External Relations

Aid Policy Consumer Relations,
Management
Product-Mktg. PR, Media,
Financial Relations etc.
 Vehicles of Corp. Comm.

1. Corporate Logo 9. Customer relations initiatives

– Pneumonic device 10. Advertising, PR, direct marketing,
2. Stationary investor relations, marketing
– Letter heads, visiting cards, promotions, exhibitions
greetings, bills, estimates, memos, 11. Corporate collaterals (brochures, fliers,
etc. newsletters etc.)
3. Corporate fonts and typefaces 12. Security systems (employee
4. Code of conduct (HR) registration) (HR)
– Fair business practices and equal 13. Branded apparel
opportunity employer 14. Commercial and personal Vehicle
5. E-mail etiquette branding
6. Templates for communications 15. Store / site signage.
7. Internet and intranet branding
8. Rewards, recognition and appraisals (HR)
Forms of Corporate Communications
 Forms of Corporate Communications

Internal Communication:
- Regular meetings with employees
- Keep employees interested and
satisfied:
• newsletters
• fun at work initiatives
• RnR’s,
• get-togethers, etc.
- Keep employees invested in the
company’s way of thinking and operating
- Employees are part of the company; so
that they identify the company’s success
with their own
 Forms of Corporate Communications

Consumer Communication:
- Influencing consumer spending
- Outreach to the target audience must be consistent and
ongoing
- Enhance company’s reputation through Advertising,
Sponsorships and Charitable Relationships etc.
- Improve the life of the consumer
 Forms of Corporate Communications

Media Communication:
- Fundamental element of managing brand’s reputation
- Media coverage creates more credibility than only advertising
- Mostly used to increase product name recognition, establish a
brand identity and to align with the target segment
- different tactics for different audience
 Forms of Corporate Communications

Crisis Communication:
- Must be implemented quickly in order to be effective
- Communication and message changes dramatically
- Target audience may differ or expand
- Message is of corporate responsibility, awareness and action
 The Corporate Communications Mix

Just as there is a Marketing Mix, Services Marketing Mix,

Promotional Mix a number of authors have attempted to
articulate a Corporate Communications Mix…

The Corporate The Total Corporate

Communications Mix of Communications Mix of
Van Riel Balmer and Gray
 Van Riel’s Corp. Comm. Mix

Management
Communications

Marketing Organizational
Communications Communications
 Balmer and Gray’s Total Corp. Comm. Mix

Primary Secondary Tertiary

Communications Communications Communications

• Products / • Advertising • Word of Mouth

Services • PR • Spin
• Management
• Staff
• Corporate
Behaviour
 Difference Between Marcom and Corp. Comm.
Marketing Communications
Customer
Defined set of channels
Controlled Communication
Types
Positions a product or a
service
More room for creativity
Needs to be consistent with
Product/Brand attributes
Corporate Communications
Multiple Stakeholders
Multiple Channels
Variety of Communications
Positions an entire
organization
Less room for creativity
Needs to be consistent with
Corporate Identity/Corporate
Brand Attributes
 The Concepts used in Corp. Comm.
Concept Definition Example: “GTPL”
Mission Overriding purpose in line with Reflecting our expertise and
the values or expectations of over 75 years of experience by
stakeholders offering quality solutions in the
field of Cooling Towers and
Cooling Water Systems and
ensuring timely execution and
completion of the project to
achieve one goal – “Customer
Delight”.

Vision Desired future state: the “GTPL promises to deliver value

aspiration of the organization
to it’s customers by creating a
committed society of engineers
aiming at advancement and
customization of cooling tower
solutions and at the same time
ensuring the conservation of
the environmental resources.”
 The Concepts used in Corp. Comm.

Concept Definition Example: “GTPL”

Strategies The ways or means in which We are not rank two in the
the corporate objectives are industry, we are the
to be achieved and put into challengers to the rank one.
effect

Brand Identity The outward expression of a BIM

brand – including its name,
trademark, communications,
and visual appearance

Corporate Image The immediate set of We are not only in

associations of an individual
in response to one or more
signals, messages from or
about a particular
organisation at a single point
in time
constructing bridges or in
constructing highways. We are
a giant diversified group in
engineering solutions
 The Concepts used in Corp. Comm.

Concept Definition Example: “GTPL”

Corporate An individuals collective - Gateway of India
Reputation representation of past images - Delhi Metro Accident
of an organisation established - Andheri Sports Complex
over time

Stakeholder Any group or individual who Employees, Industry Giants,

can affect or is affected by the
achievement of the
organization's objectives
Consumers, Vendors and
Suppliers, Community,
Investors and Shareholders,
Government, Media, Society
at Large etc.

Market A defined group for whom a Process Industries

product is or may be in
demand (and for whom an
organization creates and
maintains products and
services)
 The Concepts used in Corp. Comm.
Concept Definition
Communication The tactics and media that
are used to communicate
with internal and external
groups
Integration The act of coordinating all
communication so that the
corporate identity is
effectively and consistently
communicated to
internal and external groups
Example: “GTPL”
Brand Identity, Corporate
Image and Code of Conduct,
Newsletters, Print
Advertisements, B2B Sites,
Social Networking, Corporate
Collaterals, Events, Exhibitions
etc.
We aim to communicate our
brand values of products,
quality, innovation, and
customization through all our
communications in a
consistent and effective
manner
Why Corp. Comm. Is Important?

- Global Economy
- Environment
- Increased role of management
- Professionalism of the public
- Splintering of Mass Markets
- Fragmentation of the Mass Media
- Rapid Development of the New
Media Technology Leading in
Communication Trends
 Responsibilities of Corp. Comm.

- Managing communication or fulfilling the communication

management function
- Dealing with controlled and uncontrolled media
- Serving both internal and external audiences
- Proactive communication planning
- Advocating communication strategies and tactics
- Dissemination of persuasion and information
- Branding images and reputation
 Responsibilities of Corp. Comm.

- Branding products and services

- Monitoring the responses from audiences and markets
- Counselling and advising senior executives
- Managing issues and responding to crisis situations
- Lobbying for favourable stances for the organization
- Organizational image creation and maintenance
- Organizational presence building and monitoring
 Responsibilities of Corp. Comm.

- Minimize discrepancies between the company’s desired

identity and brand features
- Indicate who should perform which task in the field of
communication
- Formulate and execute effective procedures in order to
facilitate decision making about matters concerning
communication
- Coordinate with international business firms
 Managing Corp. Comm.

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

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

Government Relations
- Building meaningful relationships with government
officials is essential to industry success in today’s
political world
- Lobbying - the legal influencing of public officials on
stands appropriate for industry
- Public Affairs - stances on controversial issues of
public concern is imperative for business success
today
 Managing Corp. Comm.

Relations with Special Interest Groups

- There are several special interest and activist
groups in the country today
- If there’s a cause, some group will pick it up
- Defending company from frivolous lawsuits
and harassment from these groups has
become a full time job in itself
 Managing Corp. Comm.

Stakeholder Relations
- It is important to recognize stakeholders
- It’s not only socially responsible to deal effectively with these
stakeholders, it pays in good will and financial stability
- Monitoring and managing key issues and moving to offset
crisis and emergency situations in a pro-active way is very
essential today
 Managing Corp. Comm.

Advertising Relations
- Copy writing and production is usually outsourced today
- Market analysis is imperative; ratings, circulations, visits
are all important
- Reach and frequency are important
- Media Buying is an important part of Corp. Comm.
- Sufficient advertising knowledge and skill are essential for
a professional communicator today.
 Management Perspective in Corp. Comm.

Research Negotiations
Knowledge Knowledge

Strategic and
Operational Persuasion
Management Knowledge
Knowledge
Summary…

Internal
Communications
"In business as in life, the message you leave behind is far
more impactful and lasting than the circumstances under
which it was initiated." Al Caldwell

Complements…