CORPORATE COMMUNICATIONS

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 Executive Summary
Corporate communications and its derivatives help a company in increasing the rate of trust
for shareholders and contribute to encasing the profit lines. This report has analysed the
corporate communications and derivatives of Bristol Water and has analysed a stakeholder
theory for understanding the primary stakeholders of this company. In addition, this report
has also analysed the requirement of promotional, communication and messaging strategies
that are required by a business firm in inheriting profitable values. In addition, this report has
provided relatable recommendations to the board of Bristol Water for increasing their
promotional and marketing strategies and policies.

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 Table of Contents
Assessment 1: Report Writing....................................................................................................4

1. Introduction........................................................................................................................4

2. Link between Social Governance and Environment and Corporate reputation.................4

3. Stakeholder analysis...........................................................................................................6

4. Messaging and communications channel...........................................................................8

5. Recommendations..............................................................................................................9

6. Conclusion........................................................................................................................11

Assessment 2: Individual Reflection........................................................................................11

1. Principles of corporate communication............................................................................11

2. Benefits and limitations of corporate communications....................................................12

Reference List..........................................................................................................................13

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Assessment 1: Report Writing

1. Introduction

Corporate communications help in building meaning and strong business relationships. In

addition, this procedure also helps the business firms in sharing what business operations a
firm inherits and its values. This helps in building loyalty and trust which are effective
determination that helps in shaping a company’s long-term future. This report is going to
analyse the corporate communications with the help of effective models and theories for
Bristol Water which is a UK based firm that manufactures packaged water and soft drinks. In
addition, this report is also going to analyse basic terminologies that are required to
implement by a professional communication manager and analyse the influences and role of
the external environment.

2. Link between Social Governance and Environment and Corporate reputation

Accountability Social Governance

Corporate
communications

Customer Engagement Enviornment Policies

Figure 1: Determinants of corporate communications

(Source: Self-created)
Social governance, environment and corporate reputation are directly proportional to each
other and primarily enhance the valuation for corporate governance and “Corporate social
responsibility CSR” for reaching specific organisational goals. As opined by Ruangviset et
al. (2018), the theory of CSR has been acclaimed for generating internal control mechanisms
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that help in promoting transparency, ethics, and dealing with every business accountability.
In addition, it has been stated that a business firm is required to inherit the business decisions
from external and internal sources. In reference to the case scenario, it has been stated that
Bristol Blue Water is one of the first British brands that has inherited the mineral water
concept from a registered and organic certification area. In addition, the company is primarily
designated to protect the environment and has received accreditation from “The Voluntary
Eco-Management and Audit Scheme EMAS”. This program is an environmental tool that has
been primarily devised by the “European Commission” for fulfilling the primary goal of
sustainable development (EC.EU, 2020).
The products of this company encompass natural purity and provenance and inherit a low
sodium diet. In addition, the water of this company comes from underground where the
building, habitation, agriculture spraying, and farming are prohibited within a 2000 acre area.
Therefore, it can be undermined that this company primarily follows the basic environmental
theory. As referred by Akintunde (2017), companies are required to adapt and follow basic
environmental regulations and policies for increasing the rate of adaption and survival
instincts. In addition, it has also been stated that following the policies of environmental
theory is going to help a country in increasing its economy. These policies are going to be
enhanced and formulated by companies and individuals in general. Therefore, it can be
undermined that this company primarily follows the determination for environmental theory
and effective CSR practices.
In reference to the case scenario, Bristol Water has been primarily recognized by the Soil
Association in 2001. Since then the company has primarily undermined the importance of
recognizing the importance of undermining the CSR practices and environmental theories. As
referred by Cornelissen (2020), Business firms and companies are designated to use CSR as a
form of strategic tool for meeting the overall business expectations based on a company’s
various stakeholders such as media, consumers, and NGOs. As referred by Mahmood and
Bashir (2020), CSR and the corporate reputation of a company are directly proportional to
each other which helps in building the effective perception of higher brand value also while
developing the rates of equity. On the other hand, Bianchi et al. (2019), stated that CSR
becomes an important determination for encouraging the reputation of the company.
As referred by Riel et al. (2007), theory of CSR is also going to help business firms in
protecting their existing customer base and also protect the business firm from reputation
damage while helping in recovery at a time of crisis. Therefore, on an overall basis, it can be
said that corporate reputation is primarily enhanced by developing the policies of CSR and
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undermining the environmental theories and models. In reference to the case scenario, this
company has accredited and accumulated advanced recognition from recognised associations
and maintains efficient levels of corporate reputation, social governance and environmental
policies.

3. Stakeholder analysis

Helps in
promoting
products
and services Helps in
Undermines realising the
risk factors consumer
interests

Stakeholder
analysis

Figure 2: Stakeholder analysis

(Source: Self-created)
A stakeholder analysis of a project helps in identifying a program or a project which definite
interests from shareholders who primarily affect the overall program or the project in some
way or another. In addition, this analysis helps in undermining the potential conflicts or forms
of risks that could primarily jeopardize the initial initiative (Martins, 2021). In addition, basic
relationships and opportunities are primarily developed while undermining a stakeholder
analysis for a company. In reference to the case scenario, the primary stakeholder of Bristol
Water is its consumers. In addition, the company primarily undermines the importance and
needs of consumers effectively. As per research conducted by “Global Soft Drink and Bottled
Water Manufacturing,” it has been indicated that British children do not primarily drink
enough water (BW, 2022). This determination has quickly been realised by this company and
therefore this company has introduced healthier soft drinks for children that contained less
sugar and contained natural options for water. In reference to the case scenario, it has been
reflected that other stakeholders of this company are reflected to be their business partners.
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This company has developed efficient relationships with “Whale and Dolphin Conservation
Society” based in Wiltshire, Chippenham.
In addition, this is a wildlife charity that primarily engages in protecting whales, porpoises
and dolphins. On the other hand, key stakeholders of this company are its associate sponsors
and sporting teams that primarily help this company in promoting its drinks through major
events. “Badminton Horse Trials and Cheltenham Races, Port of Dartmouth Royal Regatta
with Team Bristol Blue Waters” are some of the primary boardings and partners of this
company that helps in promoting the products and services of the company. In addition, it has
also been mentioned that “Boardmasters Festival” is one of the company’s associate sponsors
which is regarded as one of the world’s largest surfing events that primarily takes place in
“Newquay, Cornwall” every year. Based on the above determination, it can be reflected that
Bristol Water comprises affordable and formidable stakeholders and this company primarily
engages in following the entire determinations and wants of its stakeholders effectively.

Figure 3: Principles of stakeholder theory

(Source: Sharma, 2020)
Stakeholder theory primarily demands determined and constant engagements from business
leaders, and acquisitions to customers. In addition, applying the determinations and policies
of stakeholder theory by a comapny helps the business firm in leading the business firm with
an effective workforce and improved return rates based on the policies of “Corporate Social
Responsibility CSR” (Sharma, 2020). As observed from the above figure a company is
required to undermine the principles of stakeholder theory for generating better returns in the
form of profits and a consumer base. Linking to the stakeholder determinations of Bristol
Water, this company has efficiently undermined the rates of satisfaction of its consumers and
people by delivering top quality products and services that have primarily helped in enriching

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the community also while undermining the protection of the external and internal
environment inside an accounting period. In my opinion, a company is required to do the
correct things because it is the appropriate measure for running a business firm successfully
in the future financial periods. In addition, a company is also required to approach the
profitable derivatives toward the welfare of the community and stakeholders for generating
maximum financial benefits and returns inside a financial year.

4. Messaging and communications channel

Delivering efficient pieces of information and effective communication is regarded as the

lifeline of a business firm. Management of a company is required to undermine the
importance of communications and messaging channels for conveying effective pieces of
information to the board members, investors, or the stakeholders of the company (Francis,
2021). In reference to the case scenario, it has been reflected that Bristol Water comprises a
company website that contains the overall information of the company’s products, services
and business products inside a financial year. In addition, inside this website, the company
comprises pieces of information about the news, press releases and the policies of the
comapny and the above derivatives can primarily be accessed through e-mails. In addition,
this company also carries a definite social media presence and consists of a Facebook page
that is primarily managed by the marketing department of the company.
As referred by Krizanova et al. (2019), online communication and marketing help in covering
wide business areas also while helping in promoting extensive reach based on advertising and
enhanced audience base. In addition, it has been stated that business firms are designated to
incur marketing management and its functions for increasing the overall level of trust,
customer satisfaction and brand loyalty. Therefore, measurement of the overall effectiveness
of communication tools inside an online environment is still a primary challenge that every
business firm incurs. The marketing department of a company primarily helps in playing a
definite role in promoting the overall business and the definite mission statement of the
organisation (Hatford, 2020). In addition, this determination also serves as the company’s
face for coordinating and producing the required materials that are primarily represented by
the business firm in an accounting period.
Based on the determinations of marketing management and communications tools this
company is primarily able to inherit definite prospects of effective communications and
marketing management. In reference to the case scenario, it has been reflected that effective

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communications and marketing management have enabled this company in being one of the
most profitable companies in the soft drink market in the UK. In addition, the company’s
promotional merchandise and website derivatives have helped this company in incurring
enhanced brand loyalty, consumer base and profits inside an accounting period. In my
opinion, this company is required to undermine the policies of messaging communications
more effectively to constantly stay in accordance with the requirements of the consumers and
stakeholders. In addition, this is also going to help this company in keeping up with the
constant requirements of the industry and consumer preferences. On an overall basis,
communication inside the internal and external environment of a business is an important
determination that helps business firms in incurring strong and clear branding, customer
service and strategic decisions (ID, 2021). In addition, branding of the business is going to
help in building brands that are consistent with messaging exploits that are primarily directed
towards a targetted audience. On the other hand, internal communications between the
company’s employees and managers are going to build internal rapport for encouraging
collaboration and teamwork derivatives.
In reference to the case scenario, Bristol Water inherits an effective form of communication
with its stakeholders and customers but fails to implement the advancements in technological
services as a part of the communications program. The board of the company does not inherit
the services of video calling and messaging as a part of improving the rate of
communications. Hence, this company is required to inherit communication theories as a
definite part of its business and strategic plan. Effective communications theory and model
are going to help this company in attaining transactional, linear and interactional derivatives
that are going to be a positive source for any company that is operating inside a
manufacturing industry (SP, 2020). Therefore, following the determinants of effective
communication and messaging is going to help this company in incurring added benefits and
increase the rate of goodwill this company which is going to be one of the necessary
determinants for the future financial periods. Creating a Facebook and social media page does
not inherit any added benefits if they are not updated regularly. Therefore, this company is
required to hire a professional social media advisor to constantly update the social media
pages which are primarily going to act as a form of communication in engaging with the
employees, customers, stakeholders and investors during an accounting period.

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5. Recommendations

Bristol Water is recommended to implement the policies of effective communication with its
employees and stakeholders for inheriting a profitable business reputation and goodwill
inside an accounting period. In reference to the case scenario, it has been stated that this
company primarily follows a basic Facebook page for interacting with its customers and
stakeholders. In my opinion, this company is required to inherit definite plans for updating
the page once every week with relevant business ethics and proceedings that have been
conducted inside a financial year. The primary impact and presence of social media are
required to be considered by a company based on the valuations made and the feedback from
the pages of other companies that are operating in the same industry or market (Henderson,
2020). In addition, this firm is recommended to research improving their social media
presence and update their social media handles once or twice every week. This is going to
help this company in increasing its consumer base and impact its financial performance
which is going to be positively reflected in the cash flow and financial statements every year.
On the other hand, this company is also recommended to undermine the factorial changes of
promotional strategies. Promotion of the company’s primary products or services is a
required element that acts as a form of an effective tool for both large and small business
firms.
As referred by Daniel (2018), marketing and promotional strategies are the primary focus that
every business firm is required to inherit for surviving on a long-term basis. In addition, this
procedure is going to be initiated by achieving marketing objectives and incurring correct
business decisions that are going to be beneficial for incurring effective bases of customers
and a large mix of products. On the other hand, Christina et al. (2019) stated that effective
promotional strategies and marketing mixtures help a company to create ranges of awareness
also while persuading their customers for buying services and products that they primarily
offer. In addition, without determining proper and efficient promotional and marketing
strategies a business firm becomes stagnant and it becomes very difficult to generate
profitable numbers based on the low visibility rates inside the market in an accounting period
(Bradley, 2019). Therefore, Bristol Water is primarily recommended to increase its
promotional strategies with definite advertising and social media derivations for increasing
the line of profits and customer base for future financial years. In addition, this is also going
to enhance the preferential choices of stakeholders and investors to incur more profitable

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numbers for the company which is going to be a beneficial purpose for Bristol Water’s
overall business operations.

6. Conclusion

Corporate communications are an effective determination that every business firm is required
to inherit in their business plans for increasing their present customer base and trust of
stakeholders. This report has concluded that the primary link between social governance,
corporate reputation and environmental factors is directly proportional to product
development, customer satisfaction and protecting the surroundings of the external and
internal environment. In addition, the stakeholder analysis of Bristol Water has concluded
that this company comprises effective stakeholders and a consumer base which are regarded
as the company’s primary stakeholders. On the other hand, this company is recommended to
undermine the policies of promotional and marketing strategies for increasing their customer
base and the trust of shareholders in the future financial periods.

Assessment 2: Individual Reflection

1. Principles of corporate communication

Corporate communications are primarily categorized based on public relations and marketing
communications. As referred by Cornelissen (2020), key stakeholders of a company such as
employees, customers, investors and creditors are primarily involved in the context of
corporate communications. In addition, building corporate communications and overall
strategic concepts of a business firm is an extensive task that primarily influences the
goodwill and reputation of a company during an accounting period. In addition, it has also
been referred that despite the enhanced contribution of the concepts of corporate
communications many companies inside the manufacturing industry do not primarily
undermine the importance of the corporate communications concept. The companies that do
not follow the process of corporate communication primarily fail to value their customers and
employees. In addition, their overall strategic input based on the decision-making process is
primarily compromised (Robbins, 2020).
In addition, the senior managers and CEOs of the company that does not follow the
regulations of corporate communications directly contribute to the regulation of the
environment and decreased the overall profits and performance of a company. In the case of

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Bristol Water, the company efficiently follows the overall rate for corporate communications
which has made this company one of the most profitable manufacturing company of soft
drink and water products in the UK. As per my opinion, this company is efficiently following
the overall determinants of the corporate communication policies and is adapting to the
constant changes in consumer preferences with effective regulation of the wants of children.
Therefore, this company is heavily regarded by the “UK’s soft drinks levy” and has enhanced
its customer base and partnerships.

2. Benefits and limitations of corporate communications

The concept of corporate communications inherits infinite benefits for organisations based on
the decision-making process, customer engagement and considerations of the external
environment. As referred by Riel et al. (2007), corporate communications is a definite and
essential determination that is required to be followed by the business firms for inheriting
better financial returns. In addition, there are definite limitations inside the concepts of
corporate communication as there are a definite absence of strategies and concepts, a lack of
balance between managers and employees, and inherits definite budget restrictions. In my
opinion, these limitations primarily arise the internal transparency which can be a negative
determination for the companies that are operating inside a manufacturing industry.
After the extensive impacts of Covid-19 have initiated the business firms in understanding
the change is continuous for adapting to the global issues (JG, 2022). In addition, business
firms have also adopted the usage of advanced technologies and human intelligence factors
for accepting flexibility factors and commitments. In addition, business firms are also
recommended to utilise the transparency rule as a definite part of assessing the overall
business weakness and establishing definite partnerships with other firms or stakeholders.
Linking with the above determinations, Bristol Water has efficiently adopted the advanced
terminologies of corporate communication in the post Covid-19 era by engaging with
numerous stakeholders and customers. In my opinion, Bristol Water is going to inherit fewer
problems and derivatives due to the enhanced consumer base and partnerships with other
firms.

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