PRINCIPLES OF

PRINCIPLES OF CHAPTER 1:
CORPORATESCORP
CORPORATES Foundation of
ORATION
COMMUNICATION Corporate
Communication
Tran Thi Tuong Vi, PhD Candidate
HCMC, June 2021
 LEARNING OBJECTIVES

By the end of this topic, you should be able to:

1. Define the basic concepts of corporate
communication;
2. Determine the functions of corporate
communication;
3. Identify audiences as key actors in
orchestrating corporate communication; and
4. Explain how corporate communication values
can improve organisational sustainability.
 1.NATURE OF CORPORATE COMMUNICATION

◦A city
within a
city?
- Orchard
Road,
………….'s
well-know
retail and
entertainmen
t district
1.1 Today’s Business Environment
1.2 Competing in a Changing Business
Environment

◦P -
◦ Effective corporate
communication tools can be ◦E -
◦S -
used. PESTEL model –
…………….. factors company ◦T -
communicates with its ◦E -
stakeholders ◦L -
1.2 Competing in a Changing Business
Environment
 1.2 Competing in a Changing Business
Environment

◦The changes in today's business environment

also greatly affect the way ……… (MNC),
……….. (GLC) and ……….. (SME) operate
their businesses. In 19th century, potential
customers were convinced easily by
salesmen.
 2. WHAT IS CORPORATE COMMUNICATION?

◦ In the past, organisations treat their

stakeholders (employees, customers and
suppliers) poorly.
◦At present: better.
2. WHAT IS CORPORATE COMMUNICATION?

◦What tools are used for Corporate

Communication?
◦…
◦…
◦…
2. WHAT IS CORPORATE COMMUNICATION?

◦Mass media – print and broadcast networks – is the

tool for communicating. Business communication is the
process of interaction between people in an organisation,
between organisations in an industry.
◦ It can be verbal such as a business negotiation, written
such as memos and letters, or business presentation.
Corporate communication is alongside such as human
resources, finance and marketing.
2. WHAT IS CORPORATE COMMUNICATION?

◦Corporate communication is about business relationship

and reputation of firms with their key internal and external
stakeholders.
◦Corporate communication defined as:
“A management function that offers a framework for the
effective coordination of all internal and external
communication with the overall purpose of establishing
and maintaining favourable reputations with stakeholder
groups upon which the organisation is dependent”.
2.WHAT IS CORPORATE COMMUNICATION?

a c
MANAGEMENT IS A
FORMAL SYSTEM
b RELATIONSHIP IS A
FUNCTIONAL
COMPRISING COMMUNICATION ACTIVITY THAT AIMS
PLANNING, ENCOMPASSES THE TO CREATE MUTUAL
ORGANISING, INTERNAL AND UNDERSTANDING
LEADING, EXTERNAL BETWEEN TWO OR
CONTROLLING AND COMMUNICATION MORE GROUPS
MANOEUVRING TECHNIQUES AND
MEDIA USED TOWARDS
INTERNAL AND
EXTERNAL
CONSTITUENCIES
2.WHAT IS CORPORATE COMMUNICATION?

d e
REPUTATION IS AN STAKEHOLDER IS ANY
INDIVIDUAL PERCEPTION OF INDIVIDUALS OR GROUPS
THE COLLECTIVE WHO ARE KEENLY
REPRESENTATION OF PAST INTERESTED IN THE
IMAGES OF AN PRODUCTS OR SERVICES
ORGANISATION OFFERED BY THE
ESTABLISHED OVER TIME. ORGANISATION.THEY CAN
REPUTATION IS AN BE DIRECTLY OR INDIRECTLY
INTANGIBLE ASSET AFFECTED BY THE
FUNCTIONAL ACTIVITIES
 3. FUNCTIONS OF CORPORATE
COMMUNICATION

◦Recently,many MNCs and GLCs restructured their

corporate communication by allocating a higher budget
and ensuring that the executives in charge report directly
to the CEO.
◦Depicts a detailed organisational chart of marketing and
communication, which comprise five key functional units,
namely, administration, marketing services and
sponsorship, media, brand management and advertising
3. FUNCTIONS OF
CORPORATE COMMUNICATION
 3.1 Key Roles of Corporate Communication

◦(a) Media relations; ◦(g) Corporate advertising;

◦(b) Special events;
◦(c) Brand communication;
◦(d) Crisis management;
◦(e) Internal communication;
◦(f) Reputation management;
◦(h) Public affairs;
◦(i) Community relations;
◦(j) Investor relations; and
◦(k) Marketing communication
 3.1 Key Roles
of Corporate
Communication
 4. AUDIENCES OF CORPORATE
COMMUNICATION
4.1 In-house Practitioners 4. 2. Corporate Communication
◦ Two sub-groups: in-house ……. Consultants
services and in-house ….. ◦ High expertise, competencies and skills.
services. Many senior consultants are …….. senior
managers (MNCs) or (GLCs). ………
◦ Corporate Communication, consultants graduates from ….. or ……..
Corporate Affairs, Public ◦ These firms have also provided a
Affairs, Corporate Relations broad range of functions such as …….
and Information and management, investor relations, …….
Communication PR, image and identity management,
and integrated communication.
 4. 3 Academics
◦1970s, PR/corporate communication education: mass
communication or business schools in various local universities
and colleges.
◦Most academics: a Master or PhD degree. Some academics:
experience as senior managers in communication
departments or PR firms.
◦In public universities, academics - a great deal of
responsibility in teaching and conducting research. Whilst in
private universities, academics focus considerably on
teaching based on real world case studies to advance the
discipline.
5. VALUES OF CORPORATE COMMUNICATION
 5. VALUES OF CORPORATE
COMMUNICATION

a b c
TO STREAMLINE TO DEVELOP THE TO FORMULATE
THE INTERACTION PROFILE OF A COMMUNICATION
POLICIES IN
OF “STRATEGY- COMPANY
FACILITATING
IMAGE-IDENTITY”; BRAND IN ADVICE AND
SHAPING ITS DECISION MAKING
CORPORATE AT THE SENIOR
PERSONALITY MANAGEMENT LEVEL.
 5.1 To Streamline the Interaction of
“Strategy-image-identity”

◦Projecting a favourable image of the organisation

to its stakeholders is crucial to meet … and … term
organisational objectives and maintain
organisational ….. The corporate communication
unit is mobilised to fine-tune business … and
corporate …, thus giving an impact on the
corporate .… of the organisation.
5.2 To Develop the Profile of Company Brand
◦In today's very competitive business
environment, an organisation should strive to
become …. in the eyes of its stakeholders. Thus,
developing the profile of a company's brand is
essential in …. its corporate personality.
5.2 To Develop the Profile of Company Brand
5.3 To formulate Communication Policies
◦ Competitive business environment - an organisation
strive to become excellent in the eyes of its
stakeholders
◦ This responsibility: very important in the eyes of the
CEO and top management = budget allocation and
its major contribution to the development of the
business strategy of the organisation.
◦Corporate communication:
◦ responsible for integrating
◦ facilitating decision making at the dominant coalition.
15 most ….
Brands in
the world
 No BRAND ORIGINAL FOUNDER PRODUCTS
NAME COUNTRY
1

5
…