CORPORATE COMMUNICATION

Prepared by
Md. Faisal Imtiaz Khan
MBA Faculty
American International University, Bangladesh
DRIVERS OF INTEGRATING CORPORATE
COMMUNICATION
10/10/2014 1 Corporate Communication
10/10/2014 Corporate Communication 2



Drivers of Integrating Corporate Communication
CC
Market &
Environment
Based Drivers
Communication
Based Drivers
Organizational
Drivers
Human
Relation
Public
Relation
Marketing
10/10/2014 Corporate Communication 3
Stakeholder roles needs and overlap
Multiple and Diverse Stake holders
Social and market demands
Increased competition need for differentiation
Greater levels of audience communications literacy
Greater amounts of message clutter
Media and audience fragmentation
Market Globalization
Political unrest and stability





Market & Environment Based Driver
10/10/2014 Corporate Communication 4
Improved efficiency (increasing profits)
Increased accountability
Provision of strategic direction and purpose through
consolidation
Corporate/organizational positioning (Employer Branding)
Streamlining of activities in complex organizations (global,
multinational and/or multidivisional businesses)
Increased awareness among the employee about
organizational activities







Organizational Driver
10/10/2014 Corporate Communication 5
Increased message effectiveness through consistency and
reinforcement of core messages
Need to build corporate and/or brand reputations and to
provide clear identity cues
Complementarity of communications techniques and media
cost inflation
Media development requires control of communication
channels
Consistency of Message





Communication Based Driver
10/10/2014 Corporate Communication 6
Consider any recent Corporate communication in your
corporate
Find out the Drivers integrated the three elements of
Corporate communication together into a Integrated
communication
What would be the issue if the communication would be
made separately under Public Relation, Human Relations or
Marketing without integration
Scrutinize the communication and find out why the content
of the communication is such. What are the drivers drive to
make that communication
Also identify, any missing link in the content, where driver
was there but the issue was not attended in the
communicatin


Exercise