Integrated

Internal Corporate External

communication Communication
Communication

The structure of the

Corporate Communication

Thomas Barat
Fibraco www.fibraco.hu
The structure of the Corporate 1
 The “theory of the corporate circles”

MANAGEMENT
Marketing Public Relations Human Relations
Personal
Corporate Employee
Marketing
Product Place PR Relations
M HR Labour
i i Organisation
Price Promotion Product Ownership Developm.
PR Relations

External Internal
M i = Market influence
HR i = Human Relations influence

Fibraco www.fibraco.hu
The structure of the Corporate 2
 The structure of the corporate communication
(The main fields)

Internal Communication External Communication

Human Relations Public Relations Marketing Communications

Promotion,
Advertising
DM, POS, etc.

External relations
Consumer relations, Product – marketing PR,
Media relations, Financial relations, etc

Aid Policy

Crisis Management
Fibraco www.fibraco.hu
The structure of the Corporate 3
 The structure of the Public Relations

Business, Non-profit-, Public life, Personal

Internal PR External PR

Employee Ownership Corporate PR Product PR

Relations Relations
Fibraco www.fibraco.hu
The structure of the Corporate 4
 The structure of the internal communication

Leaders- Leaders – Employee - Leaders - Leaders - Internal

employee leaders employee trade union Owners organisation

Crisis Aid
Management Policiy

Fibraco www.fibraco.hu
The structure of the Corporate 5
 The structure of the external communication

Industrial Professional Consumer Media Financial

Public Affairs
relations relations Relations Relations Relations

Issue
management

Crisis Aid
Management Policiy

Fibraco www.fibraco.hu
The structure of the Corporate 6
 The structure of the financial relations

Financial Financial Investment,

Shareholders
governmental organisation Investor
relations
relations relations relations

Fibraco www.fibraco.hu
The structure of the Corporate 7
 The structure of the media relations

Publisher’s Editorial Relations with

Relations Relations Journalists

Publicity

Fibraco www.fibraco.hu
The structure of the Corporate 8
 The interpreter on the bridge

message Public Relations news

sender receiver
feedback

Fibraco www.fibraco.hu
The structure of the Corporate 9
 Reputation management

The scale of the reputation:

Negative 0 point Positive

Bad reputation Optimal Situation

totally rejected, partly rejected, unaccepted, known, well-known, acknowledged, appreciated, honoured

Fibraco www.fibraco.hu
The structure of the Corporate 10
 Reputation management

supported
cooperative

trusted

appreciated
understood
mutually
informed
Fibraco www.fibraco.hu
The structure of the Corporate 11
 Reputation management

The reputation depends on:

1. What we think, what we do, how we
behave?
2. What others think or suppose about us in
general? How others respect or judge
us?
3. What do they say about us?
Fibraco www.fibraco.hu
The structure of the Corporate 12
 The tools of the effective Corporate Communication
Public Relations

Personal
Others Communication

Events

Media

Publications
Audiovisual

Fibraco www.fibraco.hu
The structure of the Corporate 13
 Personal Communication
message News

News Public opinion,

message
Organisation Environment
message News
Mass communi
cation
messa
ge News
New
s

Fibraco www.fibraco.hu
The structure of the Corporate 14
 message Some methods of external communication
message News
Behaviour coordination
message News

message News Persona

l contan
Organisation cts
Market infl Public opinion,
message News uence
Grou Environment
message pc
News omm
unica
tio ns
messa Lob
ge byi
New n g
s Aid
p ol i c
y

Fibraco www.fibraco.hu
The structure of the Corporate 15
 The path of the news from the sender to the receiver
Organisation
News Agency

PR Agency

message News
dustbin Readers,
message News Listener,
message News Media Viewer

message
News
dustbin

Fibraco www.fibraco.hu
The structure of the Corporate 16