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Corporate Communication

Lecture 1
The Basic Concept of
Corporate Communication
An Overview
Corporate Communication? Why?
~ You need to pay attention to
corporate communication because
missed opportunities and
potentially serious threats to your
business are the rather costly
~ Ignorance is more expensive!
Corporate communication ~ the
corporation’s voice and the
images its projects of itself on a
world stage populated by its
various audiences ~ better
known as constituencies.
Included in this field are areas
such as corporate reputation,
corporate advertising and
advocacy, employee
communications, investor
relations, government relations,
media management and crisis
Argenti (2002) Several vantage points:
A function that may be centralised or
dispersed across a company’s units
Is also the processes a company uses
to communicate all its messages to
key constituencies – a combination of
meetings, interviews, speeches,
reports, image advertising and online
Also defined as the products of
communication – memos, letters,
reports, web-sites, e-mails, speeches
or new releases – sent to its
constituencies – internal & external
Definition & Concept
Corporate Communication is a vital
management function in this
contemporary world. Its is the total of
a corporation’s efforts to communicate
effectively and profitably (Goodman,

‘Corporate’ – people, especially in

business, who have united or
combined into one body.
‘Communication’ both internal and
external communication.
Corporate communication is more art
Its body of knowledge is
interdisciplinary, drawing on
the methods and findings of:
• Anthropology
• Communications
• Language and linguistic
• Management and marketing
• Semiotics
• Sociology
• Psychology
Corporate Communication is a
strategic tool for the corporation
to gain a competitive advantage.
Corporate communication is a
process by which business
information is exchanged
between or among individuals
through a common system of
symbols, signs and behaviors
(Hammer, 1995).
Why corporate communication?
Has a direct impact on your work,
no matter where you’re located
on the organ chart
Every manager needs to
understand CC, not just those
officially in charge of PR
If you work with constituencies
external to your company, CC
influences these relationships.
Your company’s reputation can
affect your ability and
Start-up companies have to
take into account CC because
the very survival of
organisations depends on its
ability to manage
communication with
investors, potential and
current partners, employees,
suppliers and customers
Forces shaping corporate
• New sophistication in
customers, or audiences
• New media technologies
• Stronger economic factors
• New strategic alliances.
Challenges for the practice of
corporate communication
Competition and technology drive
corporate action.
Evolving roles and responsibilities
require constant attention and
continuing education.
Accelerating pace work raises
performance expectation
Corporate communication becoming
critically important for individual
business units
Trends articulated: globalization,
social responsibility, employee
focus, reputation management
Practitioners are older, smarter
and better paid
The reality of terrorism and
September 11 adds to the
complexity of the profession.
Transparency and disclosure
laws add to the complexity of
Corporate Communication and
Managerial Communication
Corporate Communication and Business
Corporate Communication and
Organizational Communication.
Corporate Communication and Public
Corporate Communication and
Managerial Communication
• MC – employer-employee
• Mainly face to face
• Meetings, interviews,
discussion, team work
• Is a component of CC
Corporate Communication and
Business Communication

BC- Weak relationship

Focuses more on skills, esp
Operate at micro level
Communicator as the main
Corporate Communication and
Organisational Communication
OC – Macro level
Focuses more on organisation’s
interest, organisational structure
and operation
Involve specific issues in an
organisation scope –
communication flow, verbal & non
verbal, networking etc.
Part of CC
Professionalism is assumed to be desirable
and valuable in its own right.

To perform strategically, corporate

communicators must be able to:-
Appreciate multiple viewpoints
Work with multiple stakeholders
Be flexible and pragmatic
Take risks
Be innovative
Internal Communication
External Communication